NAME OF THE TOPIC LEARNING OUTCOME HOURS MARKS

6.1.Sales Management: Sales-definition, 1.Define sales; also write 10 12

functions &duties of sales managers. functions & duties of sales
managers.
6.2.Marketing Management: Marketing-
definition, functions. Marketing 2.Define marketing. State the
management-definition and functions. functions of marketing.
Market research-definition, objectives and 3.Define marketing
scope. Market-concept, types. management. State the
functions of marketing
6.3.Advertising: Definition, agency and
management.
types.
4.Define market research.
6.4.Project Management:Network analysis- State its objectives and
Definition, list of network analysis scope.
technique, objectives and advantages.
5.List & explain various types
Terminology in network analysis-events,
of markets.
activity, path, network diagram, critical
path, duration, dummy activity, 6.Define advertising; also
construction of network diagram for state its agency and types.
project. 6.5.CPM: Concept, characteristic, 7.Define network analysis
applications and simple numerical. &and its various techniques.
6.6.PERT: Concept, characteristics, 8.Write objective and
6.1.Sales Management: Sales-definition, functions &duties of sales
managers.

Sales Management : The only business function that

generates revenue.
Planning, direction and control of personal selling including
recruiting, selecting, training, equipping, assigning,
supervising, compensating and motivating as these tasks
apply to the personal sales force.

Objectives of sales management

3 general underlying objectives:

1. SALES VOLUME
2. PROFITS
3. GROWTH
Sales – cost of sales = gross margin.

Gross margin – expenses =net profit.

Sales management: evolution
•Industrial Revolution – 1760
•Small home industries – Large scale manufacturing –marketing – sales and
sales support
•Concept of hunters and farmers
•The history of salesmanship is an old as human civilization –Paul Herman.
•Sales people were not held in high esteem by the society.
•Scene before industrial revolution begins.
•Scene before Industrial revolution started.
•The techniques of modern sales management and selling techniques were
refined by John Henry Patterson – Father of Modern Sales Management.
•The modern day sales manager is both an administrator in-charge of
personal selling activity and a member of the group that makes marketing
decisions of all types.
Sales Management

“QUALITIES THAT LEAD TO EFFECTIVE SALES

MANAGEMENT ARE OFTEN OPPOSITE THE ATTRIBUTES OF A
SUCCESSFUL SALES PERSON”

Sales management originally referred exclusively to the

direction of sales force personnel and lately the term
transformed into broader aspect in addition to the
management of personnel selling. In general view Sales
Management refers the management of overall
marketing activities such as advertising, sales
promotion, marketing research, physical distribution,
pricing and product merchandising
 Line Sales Organization
structure

Head –Marketing

Sales Manager

Area Sales Area Sales Area Sales Area Sales

Mgr Mgr Mgr Mgr

Sales Force Sales Force Sales Force Sales Force

Clear authority & Responsibility

Quick response & Decision, Low
Cost
Weak on marketing inputs
Sales manager controlled
 Functional Sales
Organization
Head -Marketing

Marketing
services Sales Promotion Brand Market Research

Area Sales
Managers

Sales Force

Administrative Simplicity
Access to Specialists
Multiple reporting
HOD is Pressures to co-ordinate
Research & Design
Operations team
team
Production
Customer Research
QA
Product / Service
Engineering Systems
design

Planning Team
Strategy
Finance
HR
COO

Customer Satisfaction
Customer Support team teams
Service Sales & Marketing
Training Pricing & Promotion
Information Channels
Logistics
SALES PLANNING a managerial function

• EXISTING BUSINESS

LONG RANGE PLAN 3 TO 5 YEAR PROJECTIONS

ANNUAL OPERATING PLAN REVISED YEAR TO YEAR

SEGMENTWISE PLAN PAST TREND

GEOGRAPHICAL PLAN PREVIOUS YEAR SALES

CUSTOMERWISE PLAN CURRENT YEAR ACHIEVEMENT

PLAN BY VALUE NEXT YEAR PLANS

PLAN BY VOLUME ASSUMPTIONS

• PLANNING FOCUS AREAS: • SALES PLANNING

 PROFITABILITY IMPROVEMENT
 NEW BUSINESS
 A REGION OR TERRITORY CEASES TO CONTRIBUTE

 DISCONTINUATION OF SALES TO AN ACCOUNT  VISION MISSION GOALS

 DE-EMPHASISING PRODUCTS  STRATEGY
 ACCEPTING A PRIVATE BRAND ORDER
 *ACTION PLANS
 VARIANCE BETWEEN BUDGET AND ACTUAL SALES
OBJECTIVE OF SALES MANAGEMENT : Following are the three general
objectives of sales management:
1. Generate sufficient sales volume.
2. Contribute towards current profit.
3. Ensure continuous growth of the organisation. Top management has ultimate
responsibility for the above objectives. However, this task by authority
delegation, is entrusted to sales department who are the ultimate operational
level managers.
4. Sales Volume & Sales Growth.
5. Share of each product in the total volume.
6. Market Share.
7. Profits.
8. Selling Expenses.
9. Key Accounts.
10. New Accounts.
11. Expansion of Channels.
12. Proportion of Cash & Credit Sales.
13. After sales services.
14. Training of dealers & Customer in some cases.
Functions of Sales Management
1. Planning: This involves, forecasting demand, sales territory planning,
personal selling and promotional efforts.
2. Organising: This involves structure, resource allocation,
responsibility assignment and delegation of authority etc.
3. Direction: This involves leadership motivation, communication and
promotional steps including personal selling.
4. Control: This involves delegation, quota fixing, performance
evaluation, incentives and budgets.
5. Co-ordination: This involves liaison, integration of various elements,
internally, P.R. and good will by contact with customer / general public.
 Functions of Sales Management
Functions of Sales Management Advisory Functions: This is related to advisory
functions of sales management:
Staff Functions: This is related to staff
functions of sales force such as the following: •Product attributes / quality aspects.
•Recruitment and selection. •Pricing policies.
•Deployment and evaluation of performance. •Promotional steps and personal selling aspects.
•Training and development.
•Distribution policies and channel selection
•Career development. criteria.
•Compensation and incentives. •Advertisement policies such as media selection
• Motivation and empowerment. and target audience. Transportation and
warehousing aspects.
Functions of Sales Management
Liaison Functions: Liaison with departments such as the
following:
•Production department.
Sales Manager : job description ( Duties)
•Finance department.
•Organizing sales visits.
•Marketing department.
•Demonstrating and presenting products.
•R&D department.
•Establishing new business.
•Distribution network.
•After Sales Services department. •Maintaining accurate records.
•Attending trade exhibitions, conferences and meetings
•Reviewing sales performance.
•Negotiating contracts and packages.
•Aiming to achieve monthly or annual targets.
MARKETING – DEFINITION

Marketing is the process associated with promotion for sale goods or

services. It is considered a “social and managerial process by which
individuals and groups obtain what they need and want through
creating and exchanging products and values with others.” It is an
integrated process through which companies create value for
customers and build strong customer relationships in order to capture
value from customers in return.

Marketing is used to create the customer, to keep the customer and to

satisfy the customer. With the customer as the focus of its activities, it
can be concluded that marketing management is one of the major
components of business management.

The evolution of marketing was caused due to mature markets and

overcapacities in the last decades. Companies then shifted the focus
from production more to the customer in order to stay profitable.
DIFFERENCE B/W SALES & MARKETING

SALES MARKETING

Sales starts with seller & is Marketing starts with the buyer
preoccupied all the time with and focuses constantly on the
the needs of the seller. needs of the buyer

Emphasizes on saleable surplus Emphasizes on identification of

available with the company market opportunity.

Seeks to convert products in to Seeks to convert customer

cash. needs in to products.

Views business as – goods Views business as – a customer

producing process satisfying process

Sales views the customer as Marketing views the customer

the last link in the business. as the very purpose of
business.
Marketing concept
Functions of Marketing
The functions employed for Marketing of goods and services.
Marketing function is a important part of marketing process.
Marketing process includes :-
•Marketing management.
•Marketing channels.
•Marketing function.
•Marketing demand.

Marketing functions are mainly performed by manufacturers,

middlemen, wholesaler, retailer for the purpose of distribution of
goods and services.

Marketing functions can be classified into 3 parts.

These are –
A. Exchange function.
B. B. Physical function.
C. C. Facilitating function.
A) Exchange function
It involves transfer of ownership.
•Buying of products.
•Assembling of products
•Selling (goods and services).

B) Physical Function
This function involves the physical distribution.
•Transportation of goods.
•Warehousing or storing goods.
•Application of services.

C) Facilitating function
It involves standardization and grading of product and services.
•Branding of product •Product packaging
•Salesmanship •Advertising
•Sales promotion •Insurance
•Marketing research •Marketing intelligence
•Finance
Marketing function includes services such as :-
•Contractual function.
•Searching for buyers and sellers
•Merchandising
•Pricing
•Promotion
•Physical distribution
 RESEARCH
Market research
R Recognition of information needs
-definition, objectives and
scope. E Effective decision making

S Systematic and objective

Market-concept, types. E Exude or disseminate information

A Analysis of information

R Recommendation for action

C Collection of information

H Helpful to managers
Marketing Research: Definition

– “Marketing research is the systematic design,

collection, analysis and reporting of data and findings
relevant to a specific marketing situation facing the
company.”

– Marketing research is the process of designing,

gathering, analyzing, and reporting information that
may be used to solve a specific marketing problem.
Definition of Marketing Research Need For Marketing Research

Marketing research is the systematic and objective • Why do businesses need accurate and up-to-
date information?
 identification
– To undertake marketing effectively
 collection
– Changes in technology
 analysis
– Changes in consumer tastes
 dissemination
– Market demand
 and use of information For the purpose of improving
decision making related to the – Changes in the product ranges of competitors
 identification and – Changes in economic conditions
 solution of problems and opportunities in marketing. – Distribution channels
Purpose Of Marketing Research
• Gain a more detailed understanding of consumers’ needs:
– e.g., views on products’ prices, packaging, recent
advertising campaigns

• Reduce the risk of product/business failure:

– there is no guarantee that any new idea will be a
commercial success
– Can help to achieve commercial success

• Forecast future trends:

– it can also be used to anticipate future customer needs
Types of marketing research
• Marketing research techniques come in many forms, including:
 Ad Tracking – periodic or continuous in-market research to monitor a brand’s
performance using measures such as brand awareness, brand preference, and product
usage. (Young, 2005)
 Advertising Research – used to predict copy testing or track the efficacy of
advertisements for any medium, measured by the ad’s ability to get attention (measured
with Attention Tracking), communicate the message, build the brand’s image, and motivate
the consumer to purchase the product or service. (Young, 2005)
 Brand equity research - how favorably do consumers view the brand?
 Brand association research - what do consumers associate with the brand?
 Brand attribute research - what are the key traits that describe the brand promise?
 Brand name testing - what do consumers feel about the names of the products?
 Commercial eye tracking research - examine advertisements, package designs,
websites, etc. by analyzing visual behavior of the consumer
 Concept testing - to test the acceptance of a concept by target consumers
 Cool hunting - to make observations and predictions in changes of new or existing
cultural trends in areas such as fashion, music, films, television, youth culture and lifestyle
 Buyer decision making process research - to determine what motivates people to buy
and what decision-making process they use; over the last decade, Neuro marketing
emerged from the convergence of neuroscience and marketing, aiming to understand
consumer decision making process
 Copy testing – predicts in-market performance of an ad before it airs by analyzing
audience levels of attention, brand linkage, motivation, entertainment, and communication,
as well as breaking down the ad’s flow of attention and flow of emotion. (Young, p 213)
 Customer satisfaction research - quantitative or qualitative studies that yields an
understanding of a customer's satisfaction with a transaction
 Demand estimation - to determine the approximate level of demand for the product
 Distribution channel audits - to assess distributors’ and retailers’ attitudes toward a
product, brand, or company
 Internet strategic intelligence - searching for customer opinions in the Internet: chats,
forums, web pages, blogs... where people express freely about their experiences with
products, becoming strong opinion formers.
 Marketing effectiveness and analytics - Building models and measuring results to
determine the effectiveness of individual marketing activities.
 Mystery consumer or mystery shopping - An employee or representative of the market
research firm anonymously contacts a salesperson and indicates he or she is shopping for
a product. The shopper then records the entire experience. This method is often used for
quality control or for researching competitors' products.
 Positioning research - how does the target market see the brand relative to competitors?
- what does the brand stand for?
 Price elasticity testing - to determine how sensitive customers are to price changes
 Sales forecasting - to determine the expected level of sales given the level of demand.
With respect to other factors like Advertising expenditure, sales promotion etc.
 Segmentation research - to determine the demographic, psychographic, and behavioural
characteristics of potential buyers
 Online panel - a group of individual who accepted to respond to marketing research
online
 Store audit - to measure the sales of a product or product line at a statistically selected
store sample in order to determine market share, or to determine whether a retail store
provides adequate service
 Test marketing - a small-scale product launch used to determine the likely acceptance of
the product when it is introduced into a wider market
 Viral Marketing Research - refers to marketing research designed to estimate the
probability that specific communications will be transmitted throughout an individual's Social
Network. Estimates of Social Networking Potential (SNP) are combined with estimates of
selling effectiveness to estimate ROI on specific combinations of messages and media.
Marketing research methods
• Methodologically, marketing research uses the following types of research
designs:
1. Based on questioning
Qualitative marketing research - generally used for exploratory purposes -
small number of respondents - not generalizable to the whole population -
statistical significance and confidence not calculated - examples include
focus groups, in-depth interviews, and projective techniques

Quantitative marketing research - generally used to draw conclusions - tests a

specific hypothesis - uses random sampling techniques so as to infer from
the sample to the population - involves a large number of respondents -
examples include surveys and questionnaires. Techniques include choice
modelling, maximum difference preference scaling, and covariance analysis.
2. Based on observations
•Ethnographic studies
- by nature qualitative, the researcher observes social phenomena in their
natural setting observations can occur cross-sectionally (observations
made at one time) or longitudinally (observations occur over several time-
periods) - examples include product-use analysis and computer cookie
traces. See also Ethnography and Observational techniques.

•Experimental techniques
- by nature quantitative, the researcher creates a quasi-artificial
environment to try to control spurious factors, then manipulates at least
one of the variables - examples include purchase laboratories and test
markets
A Classification of Marketing Research
Problem-Identification Research
• Research undertaken to help identify problems which are not necessarily
apparent on the surface and yet exist or are likely to arise in the future.

Examples: market potential, market share, image, market characteristics,

sales analysis, forecasting, and trends research.

Problem-Solving Research
• Research undertaken to help solve specific marketing problems.

Examples: segmentation, product, pricing, promotion, and distribution

research.
 Keys to Successful Marketing
Criteria for Selecting a Research Supplier Research
 Identify the reputation of the supplier?
 Do they complete projects on schedule? • Know what you’re talking about
 Are they known for maintaining ethical standards? – What’s your product?
 Are they flexible? – Who are you selling to in existing
 Are their research projects of high quality? markets?

 State the kind of experience does the supplier have? Has the • Look for answers to specific
firm had experience with projects similar to this one? questions
 Do the supplier's personnel have both technical and non- – But don’t always expect specific
technical expertise? answers
 Can they communicate well with the client? • Not everything can be found on
the Internet
Competitive bids should be obtained and compared on the basis of
quality as well as price.
6.3.Advertising: Definition, agency and types.
•INTRODUCTION TO ADVERTISING :Definition

•• a form of marketing communication used to encourage, persuade, or

manipulate an audience (viewers, readers or listeners; sometimes a specific
group) to take or continue to take some action

•Def” of Advertising

•• According to “Philip Kotler” & American Marketing Association. The advertising

is any paid form of non personal presentation of
•Ideas
•Goods
•Services by an identified sponsor that is called Advertising.
•5 M’s OF ADVERTISING
1. Mission,
– the main idea or selling proposition that they want to propagate to the target
2. Money,
– factors such as market share and consumer base play a significant role in
budget allocation for an advertisement
3. Message, – needs to come up with a tagline and a campaign
4. Media,
– the mode of communication
– the reach and the impact
– the timing
5. Measurement impact of the advertisement through
– market research and
– by analyzing sales figures
•Types of Advertisement
•. Out-Door Advertisement
• Out-Door Advertisement
•In-Door Advertisement • Bill-board and message painted on the side of buildings are common
• Non-Product Advertisement forms of out-door advertising, which is often used when quick, simple,
• Radio Advertisement ideas are being promoted.
• T.V Commercial
• National Advertisement •. Outdoor advertising
• International Advertisement
• Retail Advertisement • use of different tools to gain customer’s attention.
• Classified Advertisement
– Billboards: The billboards are present all around the city but the content
• Local Advertisement should be such that it attracts the attention of the customer
• Brand Advertisement
– Kiosks: The kiosks are an easy outlet of the products and serve as
• Covert Advertisement
information outlets for the people too
• Infomercials Advertisement
• Celebrities Advertisement – Events & Tradeshows: Organizing events such as trade fairs and
• Online advertising exhibitions for promotion
• Surrogate Advertising
• Broadcast advertising
• Public Service Advertising
• Local Advertisement
In-Door Advertisement
•This kind of advertisement provide the best opportunity of putting over a
reasoned selling argument. The advertisement are addressed to the reader,
listener and viewer at a time of leisure when he or she can observe the
message.

•Product advertising:
– Designed to promote the sale of a specific product or service
– May be direct action
 quick-response
– May be indirect action
 over a longer time
Institutional or corporate advertising:
– Promotes the firm or tries to create a positive image
– May be customer-service
– May be public-service
• Primary demand advertising:
- Intended to stimulate use of a category of products
– Pioneering advertising
• Selective demand advertising:
– Intended to encourage purchase of a particular brand or the products and
services of a specific firm
– Comparative advertising
 Direct or indirect comparisons to a rival brand

Other Types of Advertising

• Brand advertising
• Retail or Local advertising
• Direct-Response advertising
• Business-to-Business advertising
• Institutional advertising

Print Advertising • used for advertising since long.

• E.g.- newspapers and magazines
• Using the print media, brochures and fliers.
• advertising space and the cost depends on several factors.
– The quantity of space,
– the page of the publication,
– and the type of paper
Painted Hoardings
• Commonly such types of hoardings are painted on large studios with the help of
line drawings and oil painting.
• Usually to advertise upcoming albums or movies. •
• Hand painted & Graphical machines both are used to make painted hoarding.

Digital Hoardings
• Created from computer programs and software.
• Can be designed to display running text, images and other contents.
• Can display several different displays from the same company, and even provide
several companies.

Mobile Hoardings
• Movable
• Difficult to ignore.
• Can be placed wherever there is heavy foot traffic due to an event - including
convention centers, train stations, airports and sports arenas.
• Information is retained through repetition.

Inflatable Hoardings & Multi- purpose Hoardings • An inflatable framework

with an attached banner ad. • Most appear near sports events or exhibitions. • If
the hoardings have some extra feature like telecom antennas or power wiring, that
comes under Multi- purpose hoardings.
Broadcast Advertising
• very popular all around the world.
• consists of television, radio, or Internet advertising.
• The cost of the advertisement depends on
– the length of the ad and
– the time at which the ad would be appearing.
• Radio advertising is not what it used to be after the advent of television and
Internet, but still there is specific audience for the radio ads too. The radio
jingles are quite popular in sections of society and help to sell the products.
. Covert Advertising
• This is a unique way of advertising
• the product or the message is subtly included in a movie or TV serial.
• There is no actual ad, just the mention of the product in the movie.
• For example, TATA safari covert advertising in “Singham returns”
. Public Service Advertising : It is directed at the social welfare of the
community or nation.
• advertising is for the public causes.
• There are a host of important matters such as AIDS, political integrity, energy
conservation, illiteracy, poverty and so on all of which need more awareness as
far as general public is concerned.
• This type of advertising has gained much importance in recent times and is an
effective tool to convey the message.
. . Brand Advertising
• the process of making the public aware of a particular brand and its features so
that they will continue to buy it:
• Brand advertising is the promotion of products and services offered by a
specific brand. It is used primarily to create focus on a particular person, product
or service and what consumers identify them with.
. Online advertising
• Online advertising is the newest and fastest growing way to advertise.
The Internet now provides everything from links on sites, to banner ads on
sites, to small ads on sites, to pay per click advertising.

Retail or Local advertising

• Significant smaller businesses/companies
• do not sell over the Internet and therefore do not have a global
marketplace
• Local media sites are the best ways to advertise for local businesses
• Advertising using fliers, mailers, postcard coupons,
• is a great way to connect with residents in your business' local area.
• A great advantage it's a great way to connect with new movers in the
area that are looking for businesses for the first time.
Direct-Response advertising
• prospective customer is urged to respond immediately and directly to the
advertiser, through the use of a 'device' provided in the advertisement.
• These devices (called direct response mechanisms) include a
(1) coupon to cut and mail,
(2) business reply card,
(3) Toll-free telephone number, or, on the internet,
(4) hotspot to click. Most retail sale advertisements are direct response
ads in one way or the other.

Celebrities Advertisement
• Although the audience is getting smarter and smarter and the modern
day consumer getting immune to the exaggerated claims made in a
majority of advertisements, there exist a section of advertisers that still
bank upon celebrities and their popularity for advertising their products.
Institutional advertising
• aimed at creating an image, enhancing reputation, building goodwill, or
advocating an idea or the philosophy of an organization, instead of sales
promotion.
• When employed by an organization to market itself (instead of its products),
it is called corporate advertising.

The Advertising Management Process Advertising Strategy

• Setting Objectives
•Formulating Budgets
•Creating Ad messages
•Selecting Ad Media and Vehicles Strategy Implementation Assessing Ad
Effectiveness

ADVERTISING APPROPRIATION
• The portion of the total marketing budget that is allocated to advertising over
a specific time period.
• The advertising appropriation policy based on a number of approaches.
• Advertising appropriation is also sometimes referred to as advertising
budget.
PROCESS OF ADVERTISING

Advertising Planning Framework:

•OBJECTIVE SETTING:
•Communication Objective
•Sales Objective BUDGET DECISION:
•Affordable Approach
•Percent of sales
•Competitive parity
•Objective & task MESSAGE DECISION:
•Message strategy
•Message execution MEDIA DECISION: Reach ,frequency, impact, timing,
media vehicles or types CAMPAIGN EVALUATION
•Communication impact •Sales impact

Step:1: setting advertising objectiveS: The advertising objectives must be

stated clearly in a precise and measurable terms. The objectives stated clearly and
precisely enable the advertiser to measure the extent upto which the objectives have
been met or achieved. The advertising objectives can be “sales oriented” or
“communication oriented”. Although the long term objective of each ad is to have an
increase in sales, all ad campaigns are not designed with this specific objective.
Some ad campaigns may focus on increasing the awareness about the product or
service, changing the attitude, informing the new product etc.
Step:2: setting the advertising budget
 Affordable approach
 Percentage of sales method
 Competitive parity method
 Objective & task method
Step:3: Creating advertising message: Just to gain and hold attention,
advertising messages must be better planned, more imaginative, more
entertaining and more rewarding to consumers. “creativity plays an important
role in developing effective message.” A creative strategy focus on what the
advertising message says or communicate and guides the development of all
messages used in the advertising campaign.

Advertising Appeal: The advertising appeal refers to the basis or approach

used in the advertisement to attract the attention or interest of consumer and to
influence their feelings towards the product, service or cause. Advertising
appeals can be broken down into 3:
 Informational appeal  Emotional appeal  Moral appeal

Step:4: Media planning: A media planner needs to answer the following

question:  What audiences do we want to reach?  When & how to reach
them?  Where to reach them?  How many people should be reached? 
How often do we need to reach them?  What will it cost to reach them.
•. Types of Media Vehicles:
 Print media: Newspaper, magazines, pamphlets, visiting cards, yellow
pages etc.
 Broadcast media: Radio, T.V, Cinema.
 Out door Advertising: Bill boards, hot air balloons, wall writings, hoardings
etc.
 Transit advertising: buses, loud speakers
 Specialty advertising: T-shirts, caps, cups etc.
 Internet
Step:5:Evaluating the effectiveness of advertisements: The advertising
program should evaluate both the communication effect and the sales effect
of advertising regularly. Measuring the communication effects of an
advertisement- copy testing- tells whether the ad is communicating well.
The sales effect of advertising are often harder to measure than the
communication effect because sales are effected by many factors besides
advertising- such as product features, price and availability.
PROCESSPROCESS OFOF ADVERTISINGADVERTISING
• Step 1 – Briefing
• Step 2 - Set the Objective
• Step 3 – Research
• Step 4 - Target Audience
• Step 5 - Media Selection
• Step 6 - Sett the Budget
• Step 7 - Designing n Creating the Ad
• Step 8 - Perfection
• Step 9 - Place n Time of Ad
• Step 10 – Execution
• Step 11 – Performance
•Step 1 - Briefing: the advertiser needs to brief about the product or the
service which has to be advertised and doing the SWOT analysis of the
company and the product.

• Step 2 - Knowing the Objective: one should first know the objective or
the purpose of advertising. i.e. what message is to be delivered to the
audience?

• Step 3 - Research: involves finding out the market behavior, knowing

the competitors, what type of advertising they are using, what is the
response of the consumers, availability of the resources needed in the
process, etc.

• Step 4 - Target Audience: identify the target consumers most likely to

buy the product. The target should be appropriately identified without
any confusion. For e.g. if the product is a health drink for growing kids,
then the target customers will be the parents who are going to buy it
and not the kids who are going to drink it.

• Step 5 - Media Selection: one should select an appropriate media for

advertising so that the customers who are to be informed about the
product and are willing to buy are successfully reached.
 • Step 6 - Setting the Budget: advertising budget has to be planned so that there is
no short of funds or excess of funds during the process of advertising and also there
are no losses to the company.

•Step 7 - Designing and Creating the Ad: first the design that is the outline of ad on
papers is made by the copywriters of the agency, then the actual creation of ad is
done with help of the art directors and the creative personnel of the agency.

• Step 8 - Perfection: then the created ad is re-examined and the ad is redefined to

make it perfect to enter the market.
.
• Step 9 - Place and Time of Ad: the next step is to decide where and when the ad
will be shown. The place will be decided according to the target customers where the
ad is most visible clearly to them. The finalization of time on which the ad will be
telecasted or shown on the selected media will be done by the traffic department of
the agency.

•Step 10 - Execution: finally the advertise is released with perfect creation, perfect
placement and perfect timing in the market.

• Step 11 - Performance: the last step is to judge the performance of the ad in terms
of the response from the customers, whether they are satisfied with the ad and the
product, did the ad reached all the targeted people, was the advertise capable
enough to compete with the other players, etc. Every point is studied properly and
changes are made, if any.
•Marketing Research Method for Segmentation
• Sales analysis and buying patterns
• Questionnaires
• Desk research
• Website statistics, especially social media
• Focus groups
• Face-to-face interviews
• Specialist market research companies

. Targeting Deciding which of these groups to communicate with, and how

to talk to them
• process of communicating with the right segment(s) and
• ensuring the best possible response rate.
• The methods you use to target your audience must relate to your
marketing plan objectives – – are you trying to generate awareness of a
new product? OR – attract business away from a competitor?

.
. Targeting Process
• Evaluation of media channel
– Consider the reach,
– Frequency,
– Media impact and
– Target customer exposure.
• Deciding which media channel to use
– Media choice is a matter of compromise between volume of people
versus the personalization of the message

• Ensuring your message reflects the stages of the purchasing funnel

– Identifying the key stages in the customer journey and ensuring
communications messages are personalized and relevant

• Integrated Marketing Communications

– All ads across all media work together towards a common goal by using
similar messaging and 'look and feel‘

• Getting the best response

– message is relevant and clear
– Objectives are addressed clearly
 •India’s 10 leading advertisers by media spend:
•Functions of An Advertising Manager • Hindustan Lever($376 m)

• Planning and Budgeting • Paras Pharmaceuticals ($120 m)

• Administration and Execution • Procter & Gamble ($114 m)
• Coordination with other departments
• Coca-Cola company ($95 m)
• Coordination with outside agencies and services
•
• Planning and Budgeting Who is handling relations in  Godrej industries ($80m)
organization/company ? • Colgate-palmolive ($67 m)
• Pepsico ($62 m)
• Patanjali
• Nirma chemicals ($52 m)
• Nestle ($50 m)
• Dabur India ($49 m)
•India’s 10 leading advertising/PR companies of India:
 Ogilvy & mather
 J walter Thompson India
 Mudra Communivation Pvt Ltd
 FCB Ulka advertising Ltd.
 Rediffusion- DY&R
 Erickson India Ltd.
 RK Swamy/BBDO advertising Ltd.
 Grey worldwide(I) Pvt. Ltd.
 LEO Burnett India Pvt Ltd.
 Contract advertising India Ltd.