Recap of 25/11/2011

Dear Fellow Participants,

Below is a short recap of the Marketing II lecture that we attended on 25/11/2011.

1. Sir started with a few guidelines for the upcoming final presentations.
2. The first topic to be discussed under Promotions was Promotion mix which constitutes Advertisements, Sales promotion and Public Relations(PR).
3. Integrated Marketing Communication - A closed funnel approach to communicate the same message through different media
4. Advertisement is a weak persuader but it's a long-time persuader.
5. Can product survive through sales promotion only and no advertising?
6. Challenges in PR.
7. Correlation between sales promotion and advertising.
8. Loyalty Cards are given to customers with many objectives like prioritization, special benefits etc but the main aim of the marketer is Profiling of customers.
9. Challenges in implementing Loyalty cards.
10. Traditional retail outlets v/s Modern retail.
11. What are the key attributes of an advertisement?

Zip & Zap
Catch line
Jingle
Message
Theme
Celebrity
Offerings
Logo
Product
Communication

12. Biggest challenge for today's ad makers - OTS. Channels resort to cartilisastion.

13. Zipping - Switching Channels on the TV when Ads appear.

Zapping - Ability to forward and skip ads in recorded media.

Cheers.