Headlines:

·        Try to incorporate that “contrast” message into every headline and follow through with the thought in the body copy.

·        The contrast concept allows us to maximize messaging to highlight not only what Arizona is well known for but for the treasures waiting to be discovered.

·        Headlines should maintain a clever honesty. They should be concise and to the point. And try to avoid too many superlatives.

·        The headline is the single most important element of every print advertisement.

·        It's more than a title or label for your message.

·        It's the salesperson's opening line.

·        It's the foot in the door.

·        It's the first and most lasting impression.

·        A headline wields the power to attract, repel, or slip by readers unnoticed.

·        The 4 Tasks of a Powerful Headline

·        To write effective headlines, you must understand how words affect people and generate action. Specifically, most effective headlines perform four critical tasks: they attract attention, select an audience, deliver a complete message, and draw the reader into the body copy

1.    A headline attracts attention to your ad. If no one notices your ad, you've wasted your money. Therefore, every headline must attract attention. You can do this by appealing to your reader's self interest, by announcing news, by offering useful information, or by using powerful words such as "FREE." The size and placement of the headline can also help to stop the eye

2.    A headline helps select your best prospects. It would be simple to attract attention by printing in bold type the headline. Just attracting attention isn't good enough. You must attract the attention of the right people for the right reason

3.     Ideally, a headline delivers a complete message

Studies have shown that 8 out of every 10 prospects will read absolutely nothing but the headline of any particular ad That means that your headline alone carries 80% of the responsibility for the success or failure of any advertisement. Look at how these headlines deliver a complete message that you can immediately grasp

4.     A headline pulls your reader into the body copy

Despite the fact that only 2 out of 10 readers will take the time to read past your headline, you should strive to up the odds and draw as many readers as possible into your body copy. This is the only way to deliver a full-dress sales presentation

To draw in readers, your headline can arouse curiosity, ask a question, make a provocative statement, promise a reward, give news, or provide useful information. When done properly, all of the following headline strategies will urge the reader to keep reading.

Powerful Headline Strategies That Work

1. Say it simply and directly. 

2. State the big benefit

3. Announce exciting news

4. Appeal to the "how-to" instinct. 

5. Pose a provocative question. 

6. Bark a command. 

7. Offer useful information

8. Relay an honest, enthusiastic testimonial.

9. Authenticate your proposition with a little something extra

Body copy:

The body copy should reflect the brand in that it should be written in a voice that captures Arizona’s warm spirit, friendly charm and individualistic attitude.

To make the emotional connection the copy should be genuinely engaging, casual, friendly and honest

 Basic Advertising Copy Structure

headline,subheads，bodycopy, slogan,closing

The headline has several functions:

•gives news

•reinforces the brand

•attracts attention

•attracts a target market

•increases curiosity

•arouses emotions

•calls to action

Many types of body copy are possible:

•benefits of the product

•testimonial from customers

•expert opinion

•narrative about the product or a customer

•examples

•options

•rhetorical questions

•statistics about the product

•positioning information 

Tagline -brand slogan
Logo- Brand symbol and/or words

URL/ADDRESS

Factors in message development

In developing a message, consider the 3 C’s:

  (a) Customer -- Target audience

  (b) Company -- Product

  (c) Competitive Positioning

Advertising Strategies

Informative

Argumentative

Psychological

Humour/Fear/Other

Comparative

 What is a concept?

  • A simple, written statement of a product’s positioning, benefit, reason for being, or unique selling proposition;

 • Clearly and realistically communicates without exaggeration, salesmanship, or advertising puffery

Concept Testing (exploratory focus)

• The process of using quantitative and qualitative methods to evaluate consumer response to a product idea prior to the

introduction of a product to the market

 

• The process of generating communication designed to alter consumer attitude toward an existing product.

Creative Tactics: Print Advertising
Headline
􀂃Words in the leading position of the ad. Attract readers’ attention/interest and encourage them to read the rest of the ad
􀂃Direct Headlines –straightforward and informative about the product or service
􀂃Indirect Headlines –provoke curiosity or interest by use of questions, provocations, challenges, how-to
Subheads
􀂃Smaller than the main headline, larger than the copy. Used to break up large amounts of copy and highlight key sales points
Body copy
􀂃The main text portion of a print ad, used to present the relevant information. Content depends on appeal and execution style

Creative Tactics: Print Ad Components
Visual Elements
􀂃Must attract attention
􀂃Communicate idea or image
􀂃Work in synergistic fashion with headline and copy
􀂃Illustrations such as drawings or photos
􀂃Identification marks such as trademarks, logos, brand name
Layout or Format
􀂃The physical arrangement of the various elements of a print ad including headline, subheads, body copy, illustrations, and identifying marks
􀂃Decisions include size, color, white space

—Event management is the application of project management to the creation and development of festivals, events and conferences.

—

—Events are gatherings of people and occasions- the key is to have a good gathering where people are not uncomfortable and where they leave the party or event feeling satiated.

Categories of Events

—Events can be classified into four broad categories based on their purpose and objective:

◦Leisure events e.g. leisure sport, music, recreation.

◦Cultural events e.g. ceremonial, religious, art, heritage, and folklore.

◦Personal events e.g. weddings, birthdays, anniversaries.

◦Organizational events e.g. commercial, political, charitable, sales, product launch, Autoexpo.

Purpose of organizing an Event Management

—Event management involves studying the intricacies of the brand, identifying the target audience, devising the event concept, planning the logistics and coordinating the technical aspects before actually executing the modalities of the proposed event. Post-event analysis and ensuring a return on investment have become significant drivers for the event industry.

—Events need to be looked into from every angle and one needs to know that events are different and differ from one another. Meaning, or in other words, events that are conducted for corporate will of course be different and the profiling of the party or event for a corporate launch, to state an example, will of course be different and unique from say, for instance, a birthday party or an event related to any kind of celebration.

Key elements of Events Management

—Marketing tool

= Event management is considered one of the strategic marketing and communication tools by companies of all sizes. From product launches to press conferences, companies create promotional events to help them communicate with clients and potential clients. They might target their audience by using the news media, hoping to generate media coverage which will reach thousands or millions of people. They can also invite their audience to their events and reach them at the actual event.

—Services

= Event management companies and organizations service a variety of areas including corporate events (product launches, press conferences, corporate meetings and conferences), marketing programs (road shows, grand opening events), and special corporate hospitality events like concerts, award ceremonies, film premieres, launch/release parties, fashion shows, commercial events, private (personal) events such as weddings and bar mitzvahs.—Clients hire event management companies to handle a specific scope of services for the given event, which at its maximum may include all creative, technical and logistical elements of the event. (Or just a subset of these, depending on the client's needs, expertise and budget).

Event manager

—The event manager is the person who plans and executes the event:

◦Site surveying

◦Client Service

◦Brief clarification

◦Budget drafting

◦Cash flow management

◦Supply chain identification

◦Procurement

◦Scheduling

◦Site design

◦Technical design

◦Health & Safety

—An event manager who becomes involved closer to the event will often have a more limited brief. The key disciplines closer to the event are:

◦Health & Safety including crowd management,

◦Logistics

◦Rigging

◦Sound

◦Light

◦Video

◦Detailed scheduling

◦Security

As an industry

—Event Management is a multi-million dollar industry, growing rapidly, with mega shows and events hosted regularly. Surprisingly, there is no formalized research conducted to assess the growth of this industry. The industry includes fields such as the MICE (Meetings, Incentives, Conventions and Exhibitions), conferences and seminars as well as live music and sporting events.

—

—The logistics side of the industry is paid less than the sales/sponsorship side, though some may say that these are two different industries.

Function of headline

. Don't look at these four tasks as a sequence of events, though. A headline performs them all simultaneously and immediately.

1. One design rule of thumb (by no means a law) is that the headline, illustration, and body copy should each own about one-third of the real estate in any ad layout.

2. A headline helps select your best prospects. It would be simple to attract attention by printing in bold type the headline "Full Frontal Nudity!" However, if you're selling a new edition of the Bible, this headline will certainly backfire. This is called bait and switch — a sure way to irritate, confuse, and alienate your prospects.

Just attracting attention isn't good enough. You must attract the attention of the right people for the right reason. You do this by including in your headline key words and phrases that flag the reader. For example, look at this simple headline:

We're looking for people to write children's books.

With two words, "write" and "books," it selects the appropriate audience (would-be writers) for the ad's message. Here's another:

GOURMET KITCHENWARE FOR 59¢ A PIECE!

The word "kitchenware" selects those interested in cooking and baking, while the word "gourmet" selects those wanting only the best quality kitchen tools. The offer, "59¢ a piece," further selects those looking for a bargain.

Using key words to select readers sounds like a no-brainer, but look at a few dozen ads and see how many of them violate this simple idea.

3. Ideally, a headline delivers a complete message.Headlines are another example of the all-purpose 80/20 rule. Studies have shown that 8 out of every 10 prospects will read absolutely nothing but the headline of any particular ad. That means that your headline alone carries 80% of the responsibility for the success or failure of any advertisement (while your body copy, by contrast, carries only 20% of the load).

That's a powerful argument for avoiding clever headlines that only tease the reader and focusing instead on headlines that communicate a clear, complete message. Look at how these headlines deliver a complete message that you can immediately grasp:

Own one of these leather-bound books for only $4.95 ...

Increase sales. Motivate. Reward. With gifts everyone wants — from The Sharper Image.

You can make big money in real estate right now

Logically, it also follows that you should spend less time nit-picking body copy and more time testing and perfecting powerful headlines. In fact, you should be prepared to spend 80% of your time developing your headline (including your background research) and a mere 20% fleshing out the rest of your copy.

4. A headline pulls your reader into the body copy. Despite the fact that only 2 out of 10 readers will take the time to read past your headline, you should strive to up the odds and draw as many readers as possible into your body copy. This is the only way to deliver a full-dress sales presentation.

To draw in readers, your headline can arouse curiosity, ask a question, make a provocative statement, promise a reward, give news, or provide useful information. When done properly, all of the following headline strategies will urge the reader to keep reading.

9 Powerful Headline Strategies That Work

There is no practical limit to the number of ways you can write a headline. However, experience shows that certain strategies stand a better chance of reaching your prospects. The following 9 headline strategies have proven themselves over and over in thousands of ads. When it comes time to write a headline, try one of these first. This list is far from comprehensive, however it may serve as a creative jumping off point for your next project.

1. Say it simply and directly. The direct headline should be used far more often than it is. No cleverness. No jokes. No wordplay. The direct headline gets right to the point and firmly states the business of the ad. It works particularly well with strong offers, recognized brand names, and product or service types with which the reader is familiar.

Pure silk blouses ... 30% off

The Ultimate Tax Shelter

CompuServe gives you the Internet.

2. State the big benefit. One of the first techniques you should explore with every ad is transforming your major benefit into a headline. After all, your number one selling point should be up front. It stands the best chance of selecting the right audience and setting them up for a sale. Plus, if they read nothing else, they have at least seen the best you have to offer. If you have trouble writing this kind of headline, it's a sure sign you need to think about your product or service a little more.

Now! Moonlight Your Way to a Million Dollars.

Create your own cards, posters and banners in minutes!

Get a FREE vase when you buy a dozen roses.

3. Announce exciting news. Newspapers and magazines are popular because people love news. It's just basic human nature. We're curious. We not only want to know, we need to know. Casting your headline in a way that suggests news, rather than just advertising, can have the same powerful appeal of a feature story in the morning paper.

An important note: the product or service doesn't necessarily have to be newly created to qualify as news. It merely has to be news to your reader.

At Last, American Scientists Have Created the Perfect Alternative to a Mined Diamond!

Introducing the newest idea in cross-training. From NordicTrack (of course).

Now program your VCR by simply speaking to the revolutionary VCR VOICE programmer

4. Appeal to the "how-to" instinct. The how-to headline appeals to the need most of us have to improve ourselves or our lives in some way. The secret here is to key in on a need or want of the reader and promise to fulfill that need or want. Be careful, though. The how-to must highlight the benefit or final result, not the process itself. Look at this example:

How to make money working from home with your PC

Suppose instead it said "How to start a full-time computer business in your home." This misses the point, doesn't it? It sounds like a lot of work. It says nothing about the real motivator, which is using a computer you already own to make money. To write a how-to headline, begin with the words "How to" or "How" then immediately fill in the benefit.

How to stop smoking in 30 days ... or your money back

How You Can Profit From the 3 Greatest Service Businesses of the Decade!

How to do Central America on $17 a day. (Land Rover)

5. Pose a provocative question. Asking a question directly involves your reader. However, your question cannot be a random or clever one. It must relate directly and clearly to the major benefit of the product. It must also prod the reader to answer "yes" or, at least, "I'm not sure, but I want to know more."

Do You Make These Six Common Mistakes On Your Taxes?

Gotten a speeding ticket lately? Read this.

How do I know which mutual funds may be right for me?

6. Bark a command. Many ads fall flat because they fail to tell the reader what to do. This headline type allows you to be direct, relay a benefit, and take a commanding posture simultaneously. It's not conversational, it's dictatorial — but in an acceptable way that readers have come to expect in clear writing.

Be today's complete drafter. (correspondence course)

Find anyone, anywhere, anyway you want! (CD-ROM phone books)

Draw the shades, bolt the door ... and enter a world of mystery, suspense and terror. (book club)

7. Offer useful information. Let me clue you into a little secret that too many marketers don't understand: Most people don't want information. What? But what about all the books and newsletters and magazines and other sources of information that people inhale like a narcotic morning to evening, seven days a week? Surely people want information.

No. People daily swim in a sea of facts. Most of us have a slush pile of unread magazines by our desk. We feel like we're drowning in data. What people really want is a sense of order and predictability in their lives. We want to feel a sense of power over our world. Therefore, we seek out the secrets, tips, hints, laws, rules, and systems that promise to help us gain control and make sense of things. Notice how these headlines promise information that does just this:

THE 20 MOST IMPORTANT STEPS YOU CAN TAKE TO LIVE LONGER.

FREE. The best kept secrets in America

Free brochure shows you how to end your money worries for good.

8. Relay an honest, enthusiastic testimonial. A testimonial headline can do two things for you. First, it presents your reader with a third party endorsement of your product or service. Second, it capitalizes on the fact that people like to know what other people say.

"Quite Simply, the Finest Children's Software Ever Released."

"This diet program worked for me. It can work for you, too!"

"It's the first book on personal finance that really made sense to me."

A variation of this strategy is to write a headline in the first person and put quotation marks around it. This "virtual testimonial" gives you a more interesting headline and improves readership just by adding the quotation marks.

9. Authenticate your proposition with a little something extra. People distrust advertising. And for good reason — a lot of it proves inaccurate or downright dishonest. To cut through this basic wariness, you can add a little something extra to your headline that seems out of place, yet rings true. Look at the following headlines and notice how the words "Ohio man," "Obsolete," and "Frustrated bartender" stand out. Their specificity or quirkiness adds a truthful aura that traditional verbiage could never achieve.

Ohio man has 21-year tested formula to create multimillion dollar business from scratch, without bank loans, venture capitalists or selling stock

Small Company's New Golf Ball Flies Too Far; Could Obsolete Many Golf Courses

Frustrated bartender develops incredible device to clean and disinfect your entire home ...

There are many, many other ways to write a headline. Whatever strategy you choose, don't make a decision too quickly. The best favor you can do for yourself is to brainstorm. Write dozens or even hundreds of headlines. You never know exactly what you want to say before you say it, so giving yourself plenty of choices is the surest way to arrive at the best, most powerful headline.

What To Say After You've Got Their Attention:
  Creating Effective Messages
(part 3)

This is the third part of our series of articles on creating effective print advertising. While many of the ideas are also applicable to electronic ads, the focus here is on the common display ads used by many businesses.
So far in the series we've looked at advertising's "stop signs," the headline and picture. Ten times as many people read headlines as go on to read the body copy. Said another way, the average headline and picture fail to persuade readers to consider the rest of the ad nine out of ten times! The picture and headline must perform TWO jobs -- stop the readers, and then get them to read the rest of the ad.
Most often your real message is in the body copy. When they do look at your message, you'd better have something to say that they like. What? Your promise to satisfy some of their needs, wants, fears or desires. How you do that is the focus of this column.
One important note. Many companies are engaged in business-to-business advertising. These rules still apply. Why? Because you're selling to a person, not a company. And that person has motivations he/she is trying to satisfy. Some are corporate (e.g. "I've got to get the best price") and some are personal (e.g. "If I do good on this deal, I've got that promotion.") The best ads will appeal to both types of motivations of the corporate buyer signing the contract.
Here are some tips to remember as you begin to write your copy.
(1) The purpose of your ad is not to sell your product. It's purpose is to sell your message. Interest, explain, enlighten, and benefit. That is what good copy should do for the reader. (The only time when an ad has the primary role of selling products is in mail-order catalogs, Internet websites, or for products/services which cannot be directly pitched to the buyer in a one-on-one setting.) If you keep in mind that it is unrealistic to expect a hundred or fewer words to do the entire job of selling your product, you won't feel so pressured as you write the copy. Your ad should just get them in the door. Let your salespeople close the deal.
(2) Your body copy has two jobs --interest readers so they will want to look at the product in person, and help them remember the product's name and why they liked it. Researchers often find that people will remember an advertisement, but be unable to remember which product or brand of product it advertised! (Think of all the TV ads you like but you can't remember the product.) That's money down the drain. Worse, if people erroneously remember it was your competitor's brand, you've provided them with free advertising!
How do you help them remember your brand? First, try to create a memorable image in the minds of your readers which involves your product's name -- not just "beer," but "Miller beer." Use your ad as a "branding" iron on the reader's mind. Second, use repetition. Tie your product's brand name to its promise several times in the ad. Make it the last thing the reader sees.
(3) Give your first paragraph impact. An ad is composed of a series of steps leading toward the goal of selling its message. The purpose of each "step" in the ad is to move the reader to the next level in the persuasion process. In step one, the headline and/or picture stop readers, and in step two they convey a message that entices readers to look at the body copy. In step three the first paragraph of the body copy must lure the reader deeper into the text where the pitch is kept.
To entice the reader, design your first paragraph more like a headline. The first sentences should promise excitement, interest, amazement, romance, power, wealth, etc. -- in other words, stimulating one of their "hot button" motivations (needs, wants, fears, or desires), then promising to satisfy it. ("You'll never be embarrassed again with new, potent Viagra." "You'll never leave another party alone with Shalimar in your purse.") The first paragraph sucks the reader into the second, and so on.
Here are a few ideas to remember as you write your opening lines.
a) Stimulate the reader's "hot button" motivation, such as love, security, romance, greed, ego, and so on. Be sure your words stimulate the specific motivator which you've decided is best satisfied by your product. (Most perfume ads really sell romance, not perfume.) A perfume ad stimulating a greed motivation probably wouldn't be as effective.)
b) Use short, common words. Don't make the reader reach for the meaning of any word or of the paragraph. (The great English statesman and writer, Winston Churchill, once said, "Old words are best; and old words, when they are short words, are best of all.")
c) Use words with emotional associations to help create an emotional reaction. (e.g., love, embarrassment, pride.)
d) Don't be coy. If you're trying to create a romantic tone, use words that immediately convey romance. Don't make the reader guess at the situation.
e) Make it interesting. Make the reader want to read the next paragraph. If the reader thinks the material might be entertaining, educational, stimulating, or inspiring, that serves as a value-added component of the message making it more likely to be read.
f) Keep it short. No more than two or three sentences. Don't scare the reader off by the size of the first block of type.
g) Use the "active voice," rather than the "passive voice" in your sentence construction -- people doing things, not having things done to them.
(4) Tell a story. Most people love stories, especially stories about people. Readers' Digest prospered on such stories. Your product or service has a human component, even if it is just the spit valve in a B-flat coronet. Consider stories about how your product or service helped an individual person or family. If you make a product which is nearly impossible to tie into a "helping" theme (such as if you make bomb casings), then look inside your company. Find an appealing human interest story among your employees or subcontractors. If necessary, make up a story (just don't call it "true.")
A proven writing technique to capture and hold the readers' attention is the three part story structure. First, introduce the character(s) and their problem (which is identical to the readers' problem.) Make the characters appealing so the reader will want to identify with them. Second, get them in trouble -- everything goes wrong, leaving them in despair. Third, let them take action to rescue themselves by using your product. It's important they do it; don't let someone else do it for them.
This three-part (or three act) story structure seems to be the most psychologically satisfying to readers, and has been for at least 2500 years. Your story doesn't need to be elaborate or long. What readers want is some sort of narrative that will entertain them. The entertainment they get from the story is their "payoff" for giving you their time and attention. The payoff for you is that your company and product are humanized, improving your image and making it more likely that the reader will remember your brand name, and do so in a positive way.
(5) Explain how to do a task. America is a nation of doers. From fixing cars and screen doors to fixing our health and business plans, we like to do things, and do them pretty well. Ads which promise information about how to do something will get attention and readership. Even if we don't need it now, we'll save the ad because we may need to know how to do it later. Most families have an ad for a soap powder on their laundry room wall because it shows how to get ten common stains out of clothing. It's been there for years -- imagine how cheap the company's "per impression" cost was for the hundreds of thousands of people who taped it to the wall.
(6) Make your ad copy a letter. People like to read personal letters, especially if they're written to other people and we can "sneak" a glance at them. Take advantage of this quirk in human nature by making your ad look like a letter, preferably typewritten for clarity. The headline should indicate it is a "private" letter, such as "A Letter to my True Love," or "Thanks for Getting Me Out of an Embarrassing Jam."
The text should sound like a letter, but make the same points you'd make in a regular ad. Copy which relates a funny or exciting event, reveals emotions, tugs at our heartstrings, tells how the writer avoided disaster, or other personalized content will hold many readers to the end. For example, a furniture store magazine ad might show a letter which begins, "Dear Jim, that new sofa saved my marriage last night. Let me tell you how....." I'll promise you that more women (and men, too) will read that ad than will read an ad listing the features of their sofa.
In short, remember that you are like a safari guide to your readers. Your job in writing the ad's body copy is to point out the sights that will be interesting and useful to them, keep them moving down the right path, and make them happy they took the trip. Few successful safari guides have ever adopted the common business approach of "Here it is. Take it or leave it." Make your ads interesting and courteous, clear and concise, then ask readers to visit you, and many will walk in the door.

BUDGETING APPROACHES

•Top-Down Budgeting

TOP-DOWN APPROACHES

•Percentage of sales method

•Affordable method

•Competitive parity method

•Return on investment(ROI)

BUILD –UP APPROACHES

WHAT NON-CONVENTIONAL MARKETING?

·       Also known as unconventional marketing promotion,

·       Such promotions are generally first by manufacturers to determine the program of activities, theme, scale, form, and then the dealer is responsible for enforcing or implementing their own.

·       Unconventional promotion activities are generally hope to impress the minds of consumers, therefore, activities manipulator will be presented throughout the event an attractive theme and slogan to attract more people's attention.

·       Unconventional promotion activities will have a certain period, the timeliness of expired waiting is not unusual promotional activities to attract audience attention is an important feature.

·       Scope of application of unconventional promotions for operating groups: the small business and all levels of agents or distributors for operating cycle: for periodic promotional activities, with a certain interval period, usually monthly, quarterly, half-year intervals; for operating areas: large-scale outdoor venues or shopping mall-based, network marketing can also be a comprehensive layout of the form. 

nPush Strategy

callscalls for using the      sales force and trade promotion. 

nPush strategy is appropriate with low brand awareness in a category and brand choice is made in store.

Can be an impulse purchase and product benefits are understood. 

Push Strategy:

nPersuade wholesalers and retailers to carry brands.

nGive a brand shelf space.

nPromote a brand in coop advertising.

nA push promotional strategy involves taking the product directly to the customer via whatever means to ensure the customer is aware of your brand at the point of purchase.

nThe term 'push strategy' describes the work a manufacturer of a product needs to perform to get the product to the customer.

nThis may involve setting up distribution channels and persuading middle men and retailers to stock your product.

nThe push technique can work particularly well for lower value items such as fast moving consumer goods (FMCGs), when customers are standing at the shelf ready to drop an item into their baskets and are ready to make their decision on the spot

nNew businesses often adopt a push strategy for their products in order to generate exposure and a retail channel.

nOnce your brand has been established, this can be integrated with a pull strategy.

n"Taking the product to the customer"

nExamples of push tactics

nTrade show promotions to encourage retailer demand

nDirect selling to customers in showrooms or face to face

nNegotiation with retailers to stock your product

nEfficient supply chain allowing retailers an efficient supply

nPackaging design to encourage purchase

nPoint of sale displays

Push Tools:

nDeals- Allowances, Price-offs and Discounts

nDisplays and Point of Purchase

nDealer Premiums

nSamples and Free Goods

nBuy-Back Guarantees

nCooperative Advertising

nAdvertising Materials

nPush Money (Spiffs)

nDealer Meetings and Contests

nSpecialty Advertising Items

nPull Strategy     calls for spending on advertising and sales promotion to build consumer demand.

Pull strategy works best with high brand awareness and loyalty, or high involvement in category and customers look for product differences

Pull Strategy:

nEntice customers to try a new product.

nLure customers from competitive products.

nHold and reward loyal customers.

nA pull strategy involves motivating customers to seek out your brand in an active process.

n"Getting the customer to come to you"

n'Pull strategy' refers to the customer actively seeking out your product and retailers placing orders for stock due to direct consumer demand.

nA pull strategy requires a highly visible brand which can be developed through mass media advertising or similar tactics.

nIf customers want a product, the retailers will stock it - supply and demand in its purest form and this is the basis of a pull strategy.

nCreate the demand, and the supply channels will almost look after themselves.

nExamples of pull tactics

nAdvertising and mass media promotion

nWord of mouth referrals

nCustomer relationship management

nSales promotions and discounts

Pull Tools:

nSampling---in-store, events, newspaper, in-pack

nCents Off Promotions and Coupons (-2%)

nContinuity/Frequency and Loyalty Programs

nPremiums

nSLO (Self-Liquidating Offers/Premiums)

nPoint of Purchase Displays

nContests, Games and Sweepstakes

nRebates and Cash refunds

nFSI’s (Free-Standing Inserts)  80% of distribution

nAdvertising Specialty Items

Simple diagram explaining some example differences between a push and pull promotional strategy

THE DIFFERENCE BETWEEN PR AND PUBLICITY

·        The terms public relations and publicity are often misused. They are not interchangeable.

·        Publicity is one aspect of public relations. Often referred to as free media, the goal of publicity is to get attention in online and traditional media. News coverage, feature articles, talk show interviews, blog postings and letters-to-the-editor are examples of publicity tactics.

·        Public relations implies that you have a public to relate with, and that’s who you are speaking to.

·        Publicity is something that helps you connect with people who don’t know about you yet, or those who may have heard about you, but are still on the fence. The emerging social media environment allows you to connect with these people in a whole host of ways outside of the mainstream media.

·        Public relations is defined as the actions of a corporation, store, government, individual, etc., in promoting goodwill between itself and the public, the community, employees, customers, etc.

·        Publicity is formally defined as information, articles, or advertisements issued to secure public notice or attention.

·        The number one objective within public relations is getting the “right message” to the “right people”.

·        While public relations focuses on the big picture, publicity is a small piece of the puzzle that is used to get attention through traditional media outlets. In a sense, publicity lives through public relations.

What are the Advantages of using

Public Relations?

􀂄 Credibility

􀂄 Low cost

􀂄 Breaks through the clutter

􀂄 Image building

􀂄 Get over consumer resistance

What’s the downside?

􀂄 Lack of control over material

􀂄 Media time and space aren’t guaranteed

􀂄 Measurement is difficult

What is Publicity?

􀂄 Generating news about a product or service in the media

􀂄 Short-term strategy (whereas PR extends over a period

of time)

􀂄 News isn’t always positive or under the control of the

organization (whereas PR provides positive info about a

firm and is usually controlled by the firm)

Why is Publicity so Powerful?

􀂄 Highly credible

􀂅 reported by a 3rd party like a newscaster, magazine,

or newspaper, Consumer Reports)

􀂄 News value

􀂄 Generates a lot of impressions

􀂄 Word of mouth is high

What are the disadvantages?

􀂄 Timing – can’t be guaranteed

􀂄 Accuracy – what is aired or printed isn’t up

to you

PUBLICITY

Publicity is a deliberate attempt to manage the public's perception of a subject.

The subjects of publicity include people (for example, politicians and performing artists), goods and services, organizations of all kinds, and works of art or entertainment.

From a marketing perspective, publicity is one component of promotion which is one component of marketing.

ex:•Art exhibitions (AUTO EXPO)

•

•Event sponsorship (iifa AWARDS)

ADVANTAGES

•Low cost.

•Credibility (particularly if the publicity is aired in between news stories like on evening TV news casts).

•New technologies such as weblogs, web cameras, web affiliates.

•Convergence (phone-camera posting of pictures and videos to websites) are changing the cost-structure.

DISADVANTAGES

•Lack of control over how your releases will be used.

•Frustration over the low percentage of releases that are taken up by the media.

PUBLIC RELATIONS

Public Relations (PR) is the act of communication, of an economic corporation, concerning the political, social, ecological and ethical consequences of its economic operations.

AIM - to persuade the public, seen as a political body, that its economic activities either have no harmful political, social, ecological or ethical consequences, or these consequences are positive.

THE COMPONENTS OF PUBLIC RELATIONS

"Public"

•

•A group of similar individuals having the same interests, problems, circumstances, goals.

•

•Public has a multitude of wants and desires, likes and dislikes, some times, strong likes and strong dislikes.

Relations"

•Human wants to create the need to establish relations with one another.

•

•Relationships are of different types.

•There are relationship by ran - superior to inferior, inferior to superior, and equal to equal.

•There are relationship by sentiment - benevolent, Friendly, suspicious, jealous, hostile.

•A relationship may be active, or it may be passive; it may be good or it may be bad, or it may be neutral.

•At any rate, the relationship is there to be accepted, ignored or altered, as desired.

Examples Or Some Possibilities That Would Call For Public Relations

Promotional Opportunity:

To inform the new service / policy which call for Public Relations to make

wider publicity.

Competitive:

To over come the resistance (pre-set mind condition).

Controversy:

To eliminate the contradictory conditions in between the organization and the

public.

Adverse publicity:

To inform the truth or correct issues and thereby removing the misunderstanding.

Catastrophe:

Announcement of any unfavorable issues.

Crisis:

Whenever threats arises.

PUBLICITY VS PUBLIC RELATIONS

PR department works on the principle of making perception a reality in the minds of the customers.

•It is the responsibility of a PR department to see that the reputation of the organization remains intact and the company has an image that is always positive in the minds of the people.

PR ensures that this image and credibility of the company is enhanced and the products and services of the company generate goodwill about the company. An effective PR is sure to influence the behavior of the public in a positive manner.

Publicity on the other hand can take many forms such as news coverage, feature articles, talk shows on TV programs, blogs, and letters to editors and so on.

CONCLUSION

• The goal of PR and publicity is similar and that is to attract the attention of media towards the products of the company but publicity is just a part of the whole PR exercise that is undertaken to generate goodwill and credibility for the company in the eyes of the public (potential customers).

• The principle of perception is reality is at work when effective PR exercise is undertaken and a really good PR strategy can create an aura around a product or person that leads to amazing success.

HOW TO CHOOSE THE RIGHT ADVERTISING AGENCY

1.Be specific about what you exactly want from the agency.

2.Decide who will finally call the shots and at the start.

3.The past, The present and  The future Question.

Focus on the creative team you will get ,not the creative agency it belongs to

5. The team’s passion for your brand is Question.

6. Digital savvy-ness of the agency cannot be ignored.

7. Discuss agency fee surely. But at the right time and with right people.

8. Choose the agency whose imagination comes coupled with practicality.

9. Choose the agency that build a Brand not just campaign.

10.There is no such thing as perfect relationships. Compatibility is the key.   

Direct Marketing Defined

The total of activities by which the seller directs efforts to a target audience using one or more media for the purpose of soliciting a response by phone, mail, or personal visit from a prospect or customer