Advertising and Promotion Strategies

Advertising and Promotion StrategiesScenarioYou slang been hired by an adman as a consultant to devise the universalityal run away for the intersection (Please select any result or business of your choice). The circulater is non trustworthy closely the promotional compute in that locationfore he fates you to advise and develop propose of how trenchantly fundament he report having your expertise. Besides above the stemma promotion, he similarly wants to retire astir(predicate) the below the line options that raft be offered to him by you.P.7 Differentiate amongst the char spieleristics and Objectives of the sundry(a) below-the-lines promotional Techniques. infra-The-LinePromotion stinker be segmentationified as above the line and below the line promotion. The promotion activities carried unwrap with mass media for example radio, television, unseasonedspaper comes under above the line promotion.Below the line promotion refers to forms of non media colloquy below the line promotion argon graceful increasingly meaning(a) within the communication mix of umpteen companies.In some slipway by which companies do below the line promotions ar by exhibition, sponsorship activities, public traffic and gross gross sales promotions. sales promotionBelow the line sales promotions argon myopic term and companies arse the consumers and it is to achieve communication objectives more efficiently in limited bud exact with pressure on market placeing team to achieve the communication objectives.An immediate or delayed incentive to purchase, Expressed in cash or in glossy and having only a short term or temporary duration. (Hugh Davidson).Below argon the lines of sales promotionPrice lesseningIt is known as price discounting and it is done in two waysDiscount to normal selling price of a harvest-feast oft of the attach at normal pricePrice promotions can also deport up negative effect on brand report card or just a short term sa les boost.CouponsCoupon is a ticket or document that can be exchanged for a financial discount or rebate when purchasing a proceeds coupons be issued by manufacturing companies and retailers and the sources for coupons are finished mail, magazines, newspapers, internet, and mobile devices.RebatesRebates are the likes of coupons which offer value to purchasers by lowering the nodes final cost for getting the product. Rebates often request the purchaser to submit soulfulnessal data in order to obtain the rebate including lay down, address and contact data is oecumenical required to obtain a rebate and sometime marketers may gestate additional information such(prenominal) as reason for purchasing the productSamplesIt is a free amount of a product delivered door to door, move to mail, picked up in a store, attached to a nonher(prenominal) products.Premiums (Gifts)Merchandise offered at a relatively low cost or free as an incentive to purchase a particular product. It can be privileged a particular product, or in a package offered. humankind RelationsThe point of public relations is to make the public work out favorably just nigh the ships smart set and its cracks. Commonly workoutd tools of public relations include news releases, press conferences, speaking engagements, and community function broadcasts. and advertisement is closely related to public relations. the goal of publicize is generating sales, fleck the goal of public relations is generating skillful testament. The effect of practiced public relations is to lessen the gap between how an fundamental law captivates itself and how others outside the organization perceive it. exoteric relations involve two-way communication between an organization and its public. It requires listening to the constituencies on which an organization depends as intumesce as analyzing and understanding the attitudes and behaviors of those public. Only then can an organization undertake an legal p ublic relations constrict. Many sm in e very(prenominal) business owners elect to conduct the public relations activities for their own companies, while others choose to hire a public relations specialist. Managers of somewhat larger firms, on the other hand, oft contract with impertinent public relations or advertizement agencies to set up their corporate image. But whatever option is chosen, the head of a go with is ultimately responsible for its public relations.SponsorshipCompanies and brands purpose sponsorships to build brand perception by associating with an event. Companies try to find the take aim groups who fit within a qualify budget and offer up sponsorship benefits that suit the gilds objectives. at that place are various sponsorships which are local, national and international sponsorships.Objectives of Sales Promotion techniquesMany sales promotion techniques used to attract the customers who are using the product for the prime(prenominal) time.It is used for introduction of new products.Sales promotion can act as an impelling customer information gathering tool. tradeers found that sales promotions are an effective tool for creating interest in a product because creating interest is considered as an principal(prenominal) use of sales promotion.Some Sales promotion techniques offer the opportunity for customers to try the product for free or at low cost.Sales promotions are designed in a way to move customers to action or to provide information about product.Sales promotions are to build product sensation and to maximize the demand.Objectives of man RelationsPublic relations objective is to aware consumers about new product launching or to maximize the demand of existing product.Public relation can be used to provide customers with more information about a product.It is also used to build a approximate image and to of importtain a positive relationship with customers.Objective of SponsorshipThe main(prenominal) objective of sponsorship is to plus sales.To aware the customers about a product.To reach crisscross markets.To reach consumer where they live and play.To build relationship with customers.To build image.P8 Recommend the use of individual techniques in two commercial situations.Confed School for Professional StudiesConfed is a consultancy which provides information about galore(postnominal) U.K universities to the scholarly persons of Pakistan. It has four branches in Pakistan located in Peshawar, capital of Pakistan, Lahore and Karachi. It provides information to the students who want to study abroad and helps them in selecting their line of achievements. Confed conduct seminars in which that call(a) variant student and gave them briefing about antithetic universities in U.K and about the living in the U.K. Besides consultancy business Confed is also offering Higher National Diploma (HND) and classes for ILETS exams.Recommendations for CSPS to improve their business.Confed should go on flyers in diametric colleges and universities invite them to their seminars. They should specially target the students of FSC, A-levels.They should give discounts to the student who are applying for the get-go time and should give them forestall the student satisfied.CSPS should make writing pads, pens, and shell out amongst the students of other colleges and universities.In Peshawar e real one cannot afford the education in the U.K Confed because it is too expensive. Confed should make their customer realize that if the education is expensive it doesnt proposition later on it has many advantages and benefits. Confed should deliver the advantage that a student pass on get by studying in the U.K.Confed should conduct contrastive urge for example beatifying university town, this pull up stakes make a good reputation of confed. They should be participating in social activities.Daewoo PakistanSammi Corporation was established as forest products importer in 1954 but has expan ded its business to become a dynamic trading company in Korea. From the 1950s, Sammi has been challenging the world market with a great emphasis on conforming to international requirements for the by the bye delivery of top-grade industrial products, such as Stainless steel, surface steel, Automotive parts, Wood products various raw material.Daewoo is a bus proceeds usher ind by Sammi cooperation, Daewoo is a bus returns which think ups almost all the cities of Pakistan. The travel of Daewoo is very relaxing, comfortable and is always on time. Now a long time Sammi Daewoo is very popular for traveling in Pakistan. Here we will hold forth about collar major cities Peshawar, Rawalpindi and Lahore and how can Daewoo improve its works.RecommendationsReservation of Daewoo is make by phone. They should jump a service by which there customers can make booking online or finished with(predicate) their mobile phones. Sometimes the manipulator is busy and may not receive call so they should introduce new way of booking of seats on Daewoo that is online booking and by means of mobile phones. This will save time for their customers and will be much easier.They should give monthly cards to their regular customers worth Rs 2000 and the fare should be deducting from the card automatically. And should also give them discounts.They should also give donations to charitable trust. This is very good for overall reputation of the company.They should launch VIP busses for the executive class and should make the service different than normal routine. For example the menu should be different.Bussed traveling from Peshawar to Lahore should take the route of motorway from Peshawar usually the bus passes through noshera which takes a lot of time.Daewoo should offer snacks in between the journey.P.9 explain the principles and extremity of campaign management including (Communication goals, situation analysis, beseech objectives, Strategies and Budget allocation)Goals of communicationThe main goal of business communication is to influence, to control our auditions responses in the way we had intended, so that we can fulfill certain aims for ourselves and our organizations. Effective business communication, of course, results in our eliciting the response we desire both in the short term, such as having our auditory modality obey an order, and in the long term, such as having our auditory modality protract to follow the spirit of the policy. Secondary goals such as self-expression, social relationships, and career advancement also involve producing change in knowledge, attitude, or action. With all these complicated variables going on in the communication process, no approve communication is imperfect.Situation analysisWhen analysis of the organization as it is at the moment and how it may develop in the future, is important. The analysis has to be punish at an internal level as well as an remote level to identify all opportunities and thr eats of the external environment as well as the strengths and weaknesses of the organizations. There are too many factors internal and external to the firm which includes in situation analysis but some of the important contexts are disposed(p) below.Historical context industry analysisMarket analysisCompetitorHistorical contextAll situations are grotesque, it is important to know how the firm arrives at the current situation. For compaign architectural visualize we should know about the history of the company including mistakes and success and ratiocination that take in past.Industry analysisIn industry some factors affect the character and emergence in an industry i-e technology, regulations, economic conditions and social factor. In industry we feel to identify that, is there any trend of that product or service? Does customer wants to avail it or not?. We should find out what is unique going on another side. We cannot ignore trends in an industry, no study in what busines s we are.Market analysisThere are different factors that affect decision making. The effect of external environment is unavoidable in all areas of selling.There are different types of customer. and Each type o customer project their own attitude towards product and process of decision making so while making campaign we have to make unnecessary in eye all of our different types of customers.CompetitorsWe cannot ignored competitors strategies while campaign plan. Its not like to follow each other strategies but have to make different, unique and more effective strategy compare to competitor.Campaign objectivesSome of the important objectives of campaign are given below.New customer acquisition.Ensure a strong level of public cognisance, understanding and support.Revenue.It raises the sentiency of decision making,Cross-selling and bundlingChurn prevention and managementIt also helps in feedback. Youll receive valuable tips, suggestions and leading during your referral interviewsSt imulate the trends of investment etc.Strategies dodging is mechanism by which something is to be done. There are infinite poetry of strategies. Developing marketing campaign can do around these three phasesConduct your own market research.Focus on one or two positions which, based on your research, look like a good fit for you.Create a position thats right for you in a company where you feel comfortable and motivated.BudgetingThe most important and difficult foot cadence or context is budget the capital, time and human resource for your campaign. There are different methods which usually get follow are given below.Percentage of sales access is a simple but new way to deal with issue.Unit of sales approach that allocates funds on a per-unit base rather than percentage of sales basis.In the share-of-market approach the activities of key competitors are factored in to the budget setting process.A funds available approach is used when firms are strapped for cash and pauperisation to cover costs and preserve profitability.Tasks for P10For this task you mustDiscuss the importance of integrated and cost-effective campaign.Use take over techniques to develop a cost effective and integrated campaign, consider relative costs of various promotional techniques, product life cycle considerations, strategies that can be adopted by firms, locating strategies, barriers to integrationThe most important factor of integrated is to control of the promotional process allows for more synergy activity among each of the communication broadcast elements. It also helps organization to ar drop a convenient for clients to coordinate all promotional efforts with one agency and agencies with IMC capabilities can create a adept image for the client. The importance of cost-effective campaign is giving a nightspot line to marketing department that promotional content reaches youre intended and targeted audience and also message is understood by audience and the message stimulates th e recipients and they take action.Any communications campaign must have clear, measurable objectives. This is received whether the campaign is designed to communicate product benefits or to support an event. In order to achieve these objectives, a campaign requires careful cooking. There are eight main symbolises to consider, from defining the target market to setting a budget and schedule. (Steel, Jon, 2010)The most important factor of integrated is to control of the promotional process allows for more synergy activity among each of the communication program elements. It also helps organization to arrange a convenient for clients to coordinate all promotional efforts with one agency and agencies with IMC capabilities can create a wiz image for the client.Asses our marketing communicationIt is important in this first step to examine and understand the needs of our target market. Our target markets are the students who want to go abroad for their higher studies.What communication channels will use?In the beginning we place billboards burn up the colleges, schools, and universities and the other thing we permeate our pump flits to different students and keep the help desk of Confed in different colleges and universities.ObjectivesOur objectives in a promotional campaign are passably different from our marketing campaign. Our Promotional objectives are stated in terms of long-term behaviors great deal are having been exposed to your promotional communication. These objectives must be clearly stated, measurable, and appropriate to the phase of market development.Promotion MixIn this step we will need to allocate resources among sales promotion, advertising, publicity, and of course personal selling. Dont skimp on either of these areas. We must create awareness among our debauchers in order for our promotional campaign to succeed.Promotional MessageIn this step we will need to sit down with our team and focus on the content, appeal, structure, format, and source of the message. We should keep in mind our promotional campaigns appeal and execution and also objectives. harvest life cycleConfed overcome the consultant name as ICAS. ICAS was the good consultants but it never capture the market instead of this Confed in the start was not that much good then it highly advertise their service and to promote their business more they launch an HND which is the good opportunity for the students wants to go abroad and want to study the business. Now a days its in a stage of growth.confedStrategyConfed standard is good, means they installs the multimedia for lectures, a/cs to create the better environment for the students, But there is something slightly missing in it that now they have to advertise more and more in these days because in these days admissions are open at U.K and also in Pakistan and the other thing is to create their management effective which attracts the parents.P.11 present promotion recommendations in the form of a promotion planSituational analysisDaewoo Pakistan service was established in 1997 with a new kind of service for traveling and tourism. They have routes to all over Pakistan by providing the relaxing and refreshing service to their customers.Company abridgmentRecently they are the largest buck travel provider in Pakistan. Daewoo has bus terminal with complete range restaurants, cargo service, and travel service. The main goal of the company is to leave on time and get to destination on time. As Daewoo is an international company but this company has in grade competitors which are private busses and the new state highway Express which tries to compete with Daewoo.Customer AnalysisToday customers are becoming sensitive in terms of traveling and food, many people indirect request to travel safe, comfortable, on time with reasonable price, airlines are providing this kind of service but the price is high, Daewoo is providing the same service which the people of Pakistan wished.Competitor Anal ysisDaewoo Pakistan is the leader in bus service they dont have a direct competitor but if we consider the indirect competition, there are lot of busses which are trying to get the customers providing a comfortable travel but they dont have on time delivery and safe travel. About a year ago the new travel service has been introduced by the name of motorway express, but this company is in introduction stage which provides the routes from Peshawar to Islamabad and Rawalpindi.P12 Discuss briefly are the criteria for measuring promotional techniques speciality.How would you measure the campaign specialty in this scenario?There are many ways through which we can measure the promotional techniques effectiveness. Different companies use different ways to measure their promotional activities. The companies follow up to measure their promotional techniques are following areas.Measuring effectiveness of advertisingMeasuring effectiveness of sales promotionMeasuring effectiveness of person al sellingMeasuring the effectiveness of advertisingTo full stop the number of enquiries from advertising. If the advertising is strong so automatically the sales of the company will be very good. When the sales are there means that the advertising goals have been accomplished. To check the customer awareness before and after the advertising campaign. Number of request for further sales means that the advertising campaign was very strong and more awareness is there in-between the consumers. Levels of repeated sales also show the effectiveness of advertising. To assess the effectiveness of advertising campaign, you can monitor sales, new customer requests for information, phone inquiries, and response from the retailers.Measuring the effectiveness of sales promotionThe company must take the feedback of their customers regularly. A sales promotion is constructed to inform customers about the new product. This is possible by advertising in newspaper, and other Medias explaining the pr oduct and inviting customers to visit their websites for coupon offers. An activity like this can be metrical by tracking the number of people visiting the website. Besides coupons another promotion techniques is price discounting such as 50% discount offer, buy one get one free, reducing cost is a sure way to motivate customers to buy the product.M5 Show in which situations do u think your recommended techniques may not workThe recommendation I have given they may not work in the following conditions.We have suggested that we should distribute flyers in different seminars but because of security reasons usually seminar get cancelled, due to which we can face problems.It may affect the image of company while giving discounts.To offer the service of booking Daewoo seats through sms or internet can be costly.If there are not decorous funds so the organization will not be able to advertise their product in a proper manner. pretermit of human resources resource can be the possible rea son of not meeting the required goals.Lack of communication between the staff can also affect the overall business of the Confed.The managers of the organization should keep check on the staff. If the manager is not competent the organization can suffer.If there is political instability the organization might not be roaring to achieve its required goals.The organization might not have enough funds to allocate them into other activitiesM6 Develop the budget for the promotion planTo develop a budget for the promotion plan is a very technical part. We need to allocate out finances in such a way that we can get full benefit out of it by utilizing minimum finances. A budget planed at the beginning of the year and is followed throughout the year.As we are introducing a new product which is a mineral water at the beginning it will need separate of advertising so that people come to know about the product. We are going to make our promotional plan as followsWe will advertise our product i n news papers which will cost us about 30,000rs.We will advertise our product on television by giving a contract to an ad agency to make an attractive ad so that the consumers get attracted to it by watching that ad on the television. This can take about 50,000 to 80,000.We will distribute free samples to different retailer which can cost about 4,000rs per retailer.We will make poster, brushers and distribute them in both possible area where people can see then easily. This will also take about 20, 000rs of our finances.We will hire a bill board in a main area, near traffic signal, so that on red light people can see our advertisement. This will cost us about 50,000 to 80,000 per month.M.7 Develop the communication goals through DAGMAR approach.DAGMAR is called (Defining Advertising Goals for Measured Advertising Result)It is an approach to advertising planning and a method for selecting goals and to use those goals to measure performance. It is intend to create awareness, bequeat h information, to develop attitude.There are four stages of DAGMAR approach which is discussed below sensation This model is used to aware the customers of the existing brand of a company. recognition To make consumers understand the usage of the product.Conviction (Persuasion) to persuade the consumers to buy the product. run To get the consumers to purchase the product.Characteristics of advertising objectives in DAGMAR approachThere are four characteristics of DAGMAR approach which are discussed belowWell Defined Objectives The objectives should be cleared, it should be measurable and specific, and these objectives should be communicated to Copywriters and marketer specialists who develop the advertising message and it will help them to select the specific message for advertisement. Measurable objectives will help for effectiveness of advertisement. benchmark and Degree of change sough Benchmark is to target the audience in communication model. It means to know how many target au dience are at the stages of communication model. It is must to know the number of target audience who are at awareness stage and at persuasion stage.Well defined target audience The advertising message should well define to the target audience. It is must to know the person involved in each stage of communication. Like some audience are at understanding stage and some are target audience and maybe some are at persuasion stage. qualify time layover The time period of advertising should be specified for achievement of objectives. Most of companies specify the time period from months to year period it depends on situation and degree of change sought. If a companys objective is to increase brand awareness than it can be done in short time through mass media. But if objective of the company is increase the understanding and persuasion of branch loyalty than it takes time.D5 Show how your promotion plan activities will be planned, managed and organized.We can plan and manage our promotio nal activities as followWe will divide the task amongst our employees so that each and every task is done in a proper manner. Like this there wont be a burden on one person.For advertising on television we have to look up in outdo advertising agency, do that they can make our ad more attractive.We will gave our products on much more discounted rates then our competitorsWe will provide our product to different Hotels, restaurants so that more people consume our product. likewise take feedback from our customer that how we may improve our product.