Recap of session 19 and 20(friday).

What is promotion mix?

Marketers have at their disposal four major methods of promotion. Taken together these comprise the promotion mix.

The four major methods are as follows:

Advertising – Involves non-personal, mostly paid promotions often using mass media outlets to deliver the marketer’s message.

Sales Promotion – Involves the use of special short-term techniques, often in the form of incentives, to encourage customers to respond or undertake some activity.

Public Relations – Also referred to as publicity, this type of promotion uses third-party sources, and particularly the news media, to offer a favorable mention of the marketer’s company or product without direct payment to the publisher of the information.

Personal Selling – As the name implies, this form of promotion involves personal contact between company representatives and those who have a role in purchase decisions (e.g., make the decision, such as consumers, or have an influence on a decision, such as members of a company buying center). Often this occurs face-to-face or via telephone, though newer technologies allow this to occur online via video conferencing or text chat.

Then we discussed about TRP and sales promotion.

TRP plays a important role in advertising.

Generally, In a high TRP channel you can see more no. of advertisement to capture the attention in minds of people.

Sales promotion:-Its a tool for pushing up the sales. It is like a booster and influence impulse purchasing.

Many of the brands go only for the sales promotion and not advertising but still they are very successful in the market. They push sales through retail chain. Ex. John miller, Wlidcraft bags, ect.

In second session after having a break we learned about :-

What is loyalty card?

A loyalty card is a plastic card with a magnetic strip at the back, or a small chip at the front of the card. The magnetic strip or chip contains information that is used to identify the buyer at every transaction. This way, the buyer is linked to the transaction at the swipe of his card.

Then we discussed various points on loyalty cards such as:

a) why loyalty card is important?

b) concept of Distinct Market Offering

c) challenges marketing managers face while designing loyalty cards?

d) General provision stores vs Reliance Fresh outlets.

Some of the objectives of loyalty cards are:-

1.To retain customers

2 To priorities customers

3.To increase repetitive purchase rate.

4.decide preference

Advertisement:- Advertisement comprises of the following key terms:

1.Message 2.theme 3.logo 4.jingle 5.catch-up line 6.product 7.product 8.communication 9.concepts

ZIP & ZAP of Advertising

1.Zip:- zipping is one of the challenges for advertisers.Tv viewers keeps changing the channels when ever in break time TV channels show Ads.

To overcome from these problems all tv channels form curtail and shows advertisements on same time.so that probability of communicating to viewers gets increased.

2.ZAP:-it is another problem faced by advertisers.Tv viewers record programs on their DTH receivers or PCs but when they watch it they simply skips Ads.

Despite of zipping and zapping advertising industry is growing very fast.

Participant:

Bhavesh Agrawal.