Download A Advertising and Promotion PowerPoint Presentation

Iframe embed code :

Unable to generate embed code for this presentation.request for embed code @ mail[at]slidesfinder.com

Presentation url :

Home / Business & Management / Business & Management Presentations / A Advertising and Promotion PowerPoint Presentation

A Advertising and Promotion PowerPoint Presentation

PowerPoint is the world's most popular presentation software which can let you create professional A Advertising and Promotion powerpoint presentation easily and in no time. This helps you give your presentation on A Advertising and Promotion in a conference, a school lecture, a business proposal, in a webinar and business and professional representations.

The uploader spent his/her valuable time to create this A Advertising and Promotion powerpoint presentation slides, to share his/her useful content with the world. This ppt presentation uploaded by worldwideweb in Business & Management ppt presentation category is available for free download,and can be used according to your industries like finance, marketing, education, health and many more.

About This Presentation

worldwideweb

Description : PowerPoint presentation on A Advertising and Promotion, download now ppt of A Advertising and Promotion

Tags : A Advertising and Promotion

Published on : Jan 08, 2015
Views : 1599 | Downloads : 2

Download Now

Share on Social Media

Slide 1 -

Chapter 2 IMC Role in Marketing

Slide 2 -

Chapter 2 : IMC Role in Marketing Chapter Objectives Understand the marketing process and the role of advertising and promotion in an organization’s integrated marketing program. Know how the various decisions of the marketing mix influence and interact with advertising and promotional strategy.

Slide 3 -

Chapter 2 : IMC Role in Marketing Chapter Objectives Understand the target market process in an integrated marketing communications program. Recognize the role of market segmentation and its use in an integrated marketing communications program. Understand the concepts of market positioning and brand positioning.

Slide 4 -

Chapter 2 : IMC Role in Marketing Marketing and Promotions Process Model

Slide 5 -

Chapter 2 : IMC Role in Marketing Market Analysis Market opportunity analysis Favourable demand trends Unsatisfied customer needs and opportunities Companies compete effectively Competitive analysis Direct and indirect competition Competitive advantage

Slide 6 -

Chapter 2 : IMC Role in Marketing The Target Market Process Segment the market Select a target market Determine the market positioning strategy

Slide 7 -

Chapter 2 : IMC Role in Marketing Segment the Market - Bases for Segmentation Geographic segmentation. Province - region - country - climate. Demographic segmentation. Age - sex - family status - education - occupation - income - social class. Psychographic segmentation. Values - personality traits - lifestyles.

Slide 8 -

Chapter 2 : IMC Role in Marketing Segment the Market - Bases for Segmentation Behaviouristic segmentation. Divide groups based on their usage, loyalties, buying responses. Usually combined with another segment profile Benefit segmentation. Types of specific needs or wants to be satisfied. A variety of benefits can be derived from the same product but for different groups. What benefits can be derived from the purchase of a watch?

Slide 9 -

Chapter 2 : IMC Role in Marketing Select a Target Market Two steps: Determine how many segments to enter Determine which segments offer the most potential Three potential market coverage alternatives: 1. Undifferentiated marketing – one product for entire market 2. Differentiated marketing – compete in segments, different strategies for each 3. Concentrated marketing – efforts on one specific segment in order to gain market share,

Slide 10 -

Chapter 2 : IMC Role in Marketing Determine the Market Positioning Strategy The final decision of the market(s) in which firms wish to compete, combined with the specific elements of the marketing mix designed to fulfill the respective needs of the market(s). Segment the Market Select a Target Market Determine the Market positioning strategy The target market process

Slide 11 -

Chapter 2 : IMC Role in Marketing Marketing Program Interaction Product decisions and IMC Price decisions and IMC Distribution decisions and IMC IMC decisions relating to marketing strategy The notion of positioning with IMC

Slide 12 -

Chapter 2 : IMC Role in Marketing Product Decisions A product is a bundle of benefits or values Product symbolism refers to what a product or brand means to customers Product quality, branding, packaging, service, warranties and company name contribute to consumers’ perceptions

Slide 13 -

Chapter 2 : IMC Role in Marketing Branding: Positions the product in the consumers mind. Brand name communicates attributes and meaning Advertising creates, reinforces and maintains brand equity Added value and goodwill Product Decisions

Slide 14 -

Chapter 2 : IMC Role in Marketing Packaging: Packaging has become increasingly important It is often the customer’s first exposure to product Creates an impression of the brand Shape, size, colour, lettering can create a distinct brand image and identity for a product. Functional aspects (Tylenol’s Safe Ty-Lock) Absolute Vodka – Distinct package Duracell package – battery tester Product Decisions

Slide 15 -

Chapter 2 : IMC Role in Marketing Pricing Decisions Price Decisions for IMC What the consumer must give up to purchase a product Cost include: Time Mental activity behavioural effort

Slide 16 -

Chapter 2 : IMC Role in Marketing Pricing Decisions The communications strategy must be consistent with the price of the product Product quality, competition, and advertising all interact in determining what price a firm can and should charge Walmart $$$ Holt Renfrew$$$$

Slide 17 -

Chapter 2 : IMC Role in Marketing Pricing Decisions Pricing and Advertising Strategies go together PREMIUM PRICE = HIGH EXPECTATIONS HIGHER AD EXPENDITURES LOW PRICE = LOWER EXPECTATION LOWER AD EXPENDITURES

Slide 18 -

Chapter 2 : IMC Role in Marketing Distribution Decisions Marketing channel decisions involve: Making the product or service available for use or consumption. Are consistent with product and pricing strategies. What message/image does a product that is sold at Holt Renfrew convey? What message image does a product that is sold at Walmart covey?

Slide 19 -

Chapter 2 : IMC Role in Marketing Distribution Decisions Marketing channel decisions involve: Selecting Managing Motivating Intermediaries (resellers): are…… Wholesalers Distributors Brokers Retailers Intermediaries/resellers

Slide 20 -

Chapter 2 : IMC Role in Marketing Promotional Push Strategy Programs designed to persuade the trade to stock, merchandise, and promote a manufacturer’s products The goal is to push the product through the channels of distribution by aggressively selling and promoting the item to the resellers, or trade

Slide 21 -

Chapter 2 : IMC Role in Marketing Promotional Pull Strategy Spending money on advertising and sales promotion efforts directed toward the ultimate consumer. The goal is to create demand among consumers and encourage them to request the product from the retailer.

Slide 22 -

Chapter 2 : IMC Role in Marketing Push Versus Pull

Slide 23 -

Chapter 2 : IMC Role in Marketing Positioning The art and science of fitting the product or service to one or more segments of the broad market in such a way as to set it meaningfully apart from competition. How is the product positioned in the consumers mind?

Slide 24 -

Chapter 2 : IMC Role in Marketing Positioning Brand positioning strategy. Relates to the image of the product or brand relative to a competing brand for a given competitive space as defined by certain product market or category characteristics. Brand position. The opinion a consumer has of a brand.

Slide 25 -

Chapter 2 : IMC Role in Marketing Brand Positioning Strategy Options Attributes and benefits Price/quality Use or application Product user Competitor Repositioning Product class

Slide 26 -

Chapter 2 : IMC Role in Marketing Determine the Market Positioning Strategy Full Service Limited Service Low Price High Price West Jet Air Canada

Slide 27 -

Chapter 2 : IMC Role in Marketing Brand Positioning Strategy Process Positioning Strategy Process Identify competitors. 2. Assess consumers’ perceptions of competitors. 3. Determine competitors’ positions in relation to each other. 4. Analyze the consumers’ preferences.

Slide 28 -

Chapter 2 : IMC Role in Marketing Brand Positioning Strategy Process 5. Make the brand positioning strategy decision. Is the segmentation approach appropriate? Are there sufficient resources available? How strong is the competition? Is the current brand positioning strategy working? 6. Monitor the position. Track changes in consumer perception.

Frequently Asked Questions

> About SlidesFinder?

Slidesfinder is a website that allows users to upload and share their PowerPoint presentations online. It provides a platform for individuals and businesses to share their ideas and knowledge through presentations, and for others to view and download these presentations for educational or professional purposes.
Slidesfinder offers a wide range of presentation topics and categories, including business, education, science, technology, health, and more. Users can also search for presentations using keywords, tags, or by category. The website provides tools to create professional presentations with rich media, animations, and graphics.

One of the key features of Slidesfinder is its user-friendly interface, which allows users to easily upload, view, and share presentations. Users can also embed their presentations in their websites or blogs using the website's embed code feature.
Slidesfinder also offers premium services, such as the ability to create private presentations and to download presentations in high-quality formats. However, the basic features of Slidesfinder are free to use, making it accessible to anyone who wants to share their ideas and knowledge through presentations.

> How do I register with SlidesFinder?

Go to registration page (you can see signup link on top of website page) https://www.slidesfinder.com/signup . If you have facebook/gmail account them just click on SIGN IN WITH FACEBOOK OR SIGN IN WITH GOOGLE button, by this you will be a registered member of slidesfinder without filling any form, required detail automatically will be fatch from your account. If you do not a Facebook account, then click on "Signup". Fill all required fields and you will be a registered member of slidesfinder.

> Is slidesfinder account confirmation is mandatory?

Yes it is mandetory to active your account to login.

> Do I need to signup/login on SlidesFinder before uploading a PowerPoint presentation?

Yes, you need to login with your account before uploading presentation. Your username will be displayed on your uploaded presentation. Your registered email id is needed for sending your stats of uploaded presentation.

Slidesfinder is a sharing website for PowerPoint presentations search and share. Find your interest in the form of powerpoint presentations on slidesfinder and save your valuable time . On Slidesfinder you get presentations from our huge library of professional ppt presentations. We believe in making your search INFORMATIVE and FUN. Find your best ppt presentation from a pool of PowerPoint presentations stacked under important industry categories like business & management, heath & Wellness,eduction & training etc. We provide unique informative PowerPoint presentation for marketers, presenters and educationists. These professional PowerPoint presentations are uploaded by professionals from across numerous industry segments.These ppt presentations are available for FREE download.

Not just finding your interest, but facilitate you broadcast your interest. We have created this platform for easy sharing of PowerPoint presentations, ensuring that these presentations get maximum exposure. Create your slidesfinder account and upload PowerPoint presentations for free, share on social media platforms and BUILD YOUR CROWD WITH PRESENTATION !!

The Great Buddha says, "Share your knowledge.It’s a way to achieve immortality"! So, start sharing knowledge and we are here to make that immortal !!

Re-productivity of content are not allowed. Without prior written permission from author, commercial use of any content is illegal.