unit V

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krishna prasad Unit V Designing and managing marketing communications Advertising Direct marketing and personal selling Sales promotion Events and public relations and public relations Competitive marketing strategies Emerging trends in marketing

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krishna prasad Designing and managing marketing communications Which firms attempts to inform, persuade and remained consumers directly or indirectly about the products and brands that they sell. Advertising Sales promotion Events & experiences Public relations & publicity Personal selling Direct marketing Marketing Communication process Brand equity Brand awareness Brand image Brand responses Brand relationships

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krishna prasad Communications process sender encoding message decoding Receiver media noise response feedback During communication process occurs selective attention, distortion, retention.

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krishna prasad Responses to communications Communications model Exposure Reception cognitive response behavior

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krishna prasad Developing effective communications Identify target audience Image,beliefs,ideas, impressions Determine the communications objectives `category need, brand awarnes,brand attitude,brand intention Design the communications Message strategy,creative strategy, informational Appeals, transformational appeals, message source Select the communications channels Personal, on personal— Media, sales promotion, events experieences,public relations

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krishna prasad Integration of communications channels Establishing the total marketing communications budget Affordable method,percentage of sales method Completive parity method Objective and task method

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krishna prasad Advertising Setting of advertising objectives Deciding advertising budget Choosing advertising message Deciding on media measuring effectiveness Deciding on react,frequency,&impact Choosing among major alternative media types Selecting specific vehicles Deciding on media timing Deciding on geographical allocation Evaluating advertising effectiveness

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krishna prasad Personal selling Major steps in effective personal selling Prospecting & qualifying reproach approach Presentation demonstration Overcoming objections classing Followup&maintenance

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krishna prasad sales promotion Decisions in sales promotion Establishing objecives Determining the demand Selecting consumer promotion tools Selecting the trade promotion tools Selecting business and sales promotion tools Developing the program Evaluating the program Prestege,implementing,controllling,evaluating

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krishna prasad Public relations Tools:publications,events,sponsorships,news,speeches,public service activities, identity media Establishing market objectives Choosing public relations message Implementing market public relations program Evaluating market public relations result Public relations

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krishna prasad Direct marketing Direct marketing construction Objective Order,strengthning customer relationships Target markets & prospects Application of recency,frequency,monetary rating,previous order observation Offer elements Product, the offer, the medium, the distribution method, strategy Testing elements Product, freatures,awareness Catalog marketing telemarketing Other media T.V.,at home shopping channels videotext interactive T.V,kiosks, Interactive marketing website

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krishna prasad competitive marketing strategies Competitor analysis Competitive strategies Identifying the company's competitors Determine the competitors objectives Identify the competitors strategies Assessing competitors stregths&weaknesses Estimating competitors reaction patterns Selecting competilltors to attack & avoid Strong vs. weak competitors Close vs. distant competitors Well-behaved vs. disruptive competitors

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krishna prasad Competitive strategies Competitive positions— Overall cost leadership Low cost of production Differentiation focus Market leader strategies New users new usages, more usage of its products Defense strategies Position,flankilng,premptive Counter offensive, mobile defence,contraction Market challenger strategies Attack strategies Frontal attack Flanking,enrilch,bypass,guerrilla attack Market follower strategies Clonner,imitator,adapter Market niches strategies specialization

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krishna prasad Emerging trends in marketing Direct marketing Technological advancement Education standards Control marketing costs Customer relations Global marketing Inter dependency between the countries Market expansion Technology Less cost Access to local environments Rural marketing Potential market Awareness in rural Industry status Less gap between rural & urban Consumerism Demonstration effect Credit availability Installments Security, social awareness Services marketing Development in industry & agriculture, technology, easy usage Awareness, compatibility

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krishna prasad Thank you all