IMC || Group 5Sanjog Dash – 13PGDM111Ashish Jain – 13PGDM134Modhura Roy – 13PGDM149Neelesh Pande – 13PGDM152Nidhi Bhatia – 13PGDM155

Marketing Promotions

1. Market – To whom is the communication addressed?2. Mission – What is the objective of the intervention?3. Message – What are the specific points to be communicated?4. Media – Which vehicles will be used to execute on the goals?5. Money – How much will be spent in the effort?6. Measurement – How will impact be assessed after the campaign?

The 6M Model

Strategy

Implementation

Understanding the Buying Process

Hierarchy of Effects model

Decision Making Process

AdvertisingAdvertising is the paid, impersonal, one-way marketing of persuasive information from an identified sponsor disseminated through channels of mass communication to promote the adoption of goods, services or ideas.

Advertisements include text, audio, video, photography and graphic designs. Types of advertising

Major Promotional ToolsPersonal Selling

Personal selling is a promotional method in which one party (e.g., salesperson) uses skills and techniques for building personal relationships with another party (e.g., those involved in a purchase decision) that results in both parties obtaining value.

ProsInteractive, greater exchange of information, personalized

ConsExpensive, fixed resource

Consumer Sales Promotions• “Pull” strategy • Product trial, repeat usage or purchases,

awareness generation, incremental innovations

• Coupons, free samples, rebates, premiumsTrade Promotions• “Push” strategy • Financial incentives to the channel: price

discounts, coupons, feature advertising• Slotting allowance to retailers

Distribution of a new product• Cooperative advertising Manufacturers

pay for local or retail advertising for partial control

• To gain support to carry an item, increase visibility or lower its price

Sales Promotions

Manufacturer

CHANNEL

Consumer

PULL PUSH

Indirect forms of Promotion• Word of Mouth, Public Relations• Communication received from other customers and experts, media

sources• Powerful and inexpensive• Communication partners mostly unaware• Limited control over the timing and message May lead to negative

associations

Two crucial components:

1) 2) Consider internal consistency of promotional tools

Unaware Aware Positive Attitude Trial Repeat

Integrated Marketing Promotions

DMP Selling process

Mapping of Buying & Selling processes

• Distribution strengthened before advertisement

• Special retail displays and trade promotions designed to increase number of trials

• Consumer insight on DMP analysis to decide media

Consider how promotional tools interact with each other How these messages interact affects overall effectiveness

Consider the Consistency

Solution - Keep a consistent overall positioning for a product in mass media and then customize the message for

non overlapping media

Manage conflicts in promotional messages if shown to the same customer segment

Examples..

Sizing the Budget

Size of budget matter of debate in companies

Allocation of budget across promotional

efforts next challenge

Different departments have separate budgets

and different objectives

Economics and ROI

How are resources allocated?Based on two principles:a) Need to affect various stages

of DMPb) Effectiveness of various

tools can vary and decision based on ROI

These principles lead to the measurement of effectiveness

Thank You