RECAP -25/11/2011, FRIDAY
1. PROMOTION MIX: is an integration of
i. Advertisements
ii. Sales Promotions, and
iii. Public Relations
2. We discussed about challenges in Public relations.
3. Integrated Marketing Communication (IMC): integrates all the communication channels in a very efficient and objective way.
4. Correlation between TRP and Sales Promotion: very well correlated.
5. Sales Promotion: acts as booster for sales.
6. What is a loyalty card and how are they designed?
i. Prioritization
ii. Benefits
iii. Repository
iv. Retention
v. Repetitive
vi. Repository leads to customization
7. DMO: Distinct Market Offering
8. Challenges for loyalty cards: Loyalty cards are used to profile customers.
9. Advertisements:
Two terms closely associated with advertisements are
i. Zipping: Skipping ads by changing the channels.
ii. Zapping: After recording, watching the program but skipping the ads by forwarding.
10. Contents of Advertisements: Message, theme, offerings, celebrity, logo, jingle, catch line, product and communication.
11. OTS: Opportunity to see.
12. “Advertising brings business.”
13. “Advertising is a weak persuader but is a long time persuader.”
Participant,
Sujit Kumar Jha
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