Marketing Management
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This document provides an overview of marketing communication and advertising management. It discusses key topics such as the objectives and importance of marketing communication, different communication strategies like advertising, personal selling, sales promotion, publicity, and public relations. It also defines advertising and discusses the five M's of advertising - mission, money, message, media, and measurement. The document outlines different types of advertising based on demand, audience, objectives, timing of response, and geographical coverage. It also discusses objectives of advertising programs, budgeting processes, developing advertising messages and appeals, selecting appropriate media, and measuring the effectiveness of advertising campaigns.
Marketing Management
- 1. MARKETING MANAGEMENT Sreejith.M.G MBA Tourism IMK Kariavattom sreegmohan@gmail.com
- 2. Marketing communication has become the backbone for the effective functioning of an organisation in the information technology era. Many companies are very much dependent on the services provided by these players in the market As the technology grows ,marketing communication also grows with it. The complexities of business increase to the maximum and hence top management of research organisations should give more importance to cross cultural communication. Integrated Marketing Communication (IMC)
- 3. Behaviour Modification Objective to Inform Objective to Persuade Objective to Remind Specific Objective Objectives And Importance Of Marketing Communication
- 4. Search For New Communication Strategies
- 5. A paid form of non-personal mass communication Sponsors may be a company, an individual, a political candidate, or a non-profit organisation It is more effective when sponsors want to communicate with large number of people simultaneously. Large no. of media to choose from ADVERTISING
- 6. Face-to-face contact between seller’s representative and consumer(or the people with whom the seller wants to communicate) Non-profit organisations, political candidates , firms and individuals use personal selling PERSONAL SELING
- 7. It includes activities that directly induce or indirectly serve as incentives to motivate a desired response on the part of the target consumers, company salespeople. eg: discounts ,gifts ,contests ,coupons etc. SALES PROMOTION
- 8. News carried in the mass media about a firm and its policies, personnel or actions. It is a non-paid form of promotion Organisations makes publicity by providing materials in the form of news releases, photographs and press conferences. PUBLICITY
- 9. Planned effort by an organisation to influence the attitude and opinions of a specific group by developing a long-term relationship The target may be customers, stock holders, government agencies or special interest groups PUBLIC RELATIONS
- 10. Advertising is distinguished from other activities intended to persuade the public It is an indicator of growth of civilisation It is a part of our social, cultural and business environment It is considered to be costly(But it gives returns) American Marketing Association (AMA) defines advertising “advertising is any paid form of non-personal presentation and promotion of ideas, goods and services by an identified sponsor.” Advertising Management
- 11. To create brand image To create awareness To create demand To launch new products To help reach people To support distributors To position a product in a market ADVERTISING-BENEFITS
- 12. Base on demand and influence level 1.Primary demand advertising 2.Selective demand advertising Based on audience 1.Consumer advertising 2.Industrial advertising 3.Trade advertising 4.Professional advertising Types of Advertising
- 13. Based on objectives 1.Product advertising 2.Institutinal advertising 3.Public service advertising 4.Advocacy advertising 5.Comparitive advertising 6.Competitive advertising Based on timing of response it elicits 1.Direct action advertising 2.Indirect action advertising Based on geographical coverage National, regional and local advertising
- 14. Mission Money Message Media Measurement Five M’s Of Advertising
- 15. Objectives of advertising programme To increase support To stimulate sales To retain loyalty To communicate with customers Approaches to setting advertising objectives i. Management By Objective (MBO) ii. Defining Advertising Goals for Measured Advertising Results(DAGMAR) MISSION
- 16. Estimate of future advertising expenditure Minimize the waste and maximize the utility Must be considered as capital investment rather than current expense The budgetary process 1. Preparation of budget 2. Presentation and approval of budget 3. Execution of the budget 4. Control of budget MONEY
- 17. Advertising message is developed in terms of its contents by using an appeal or an idea Appeals are cues that provide stimulus It is very important to have an impressive appeal in an advertisement Different types of appeals are; I. Rational appeals II. Emotional appeals III. Moral appeals MESSAGE
- 18. We can choose different type of media. They are categorized as; Print media 1,Newspapers 2,Magazines Broadcast media 1,Radio 2,Television 3,Outdoor media 4,Cinema and videos MEDIA
- 19. Investment in advertising dramatically increased Advertising is a powerful selling tool Some advertising campaigns turned out to be flops So evaluation of advertising needs to be done Measurement helps the management to maximize the contribution that advertising can make MEASUREMENT
- 20. THANK YOU