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Ravi Shanker
Marketing: A set of activities whereby an organization
creates the transfer of Value (exchange) between
themselves & their customers
Inform
Educate
Persuade
Remind and
motivate action
Maintain
relationships
PRODUCT
CHOICES PHY. &
NEED TO MAINTAIN EMOTIONAL
MARKET SHARE DISTANCE
TO REMAIN
COMPETITIVE
WHY
DURING PERIODS PROMOTE INTENSE COMP.
OF LOW
DEMAND
BASIC PHYSIOLOGICAL
HIGH COST OF
NEED SATISFACTION TO
PROMOTION
DESIRES
SIX “M”s OF MARKETING
LITERATURE
PACKAGING INTEGRATED
COMMUNICATION
PACKAGE MARKETING-PR
DIRECT MAILERS
CONTESTS
SALES PROMOTION
ADVERTISING
STEPS OF THE
CAMPAIGN PLANNING PROCESS
I. Whom are we talking to?
The TA
Cognitive know
Affective feel
Behavioural act
RESPONSE HIERARCHY
ACTION
CONVICTION
PREFERENCE
LIKING
KNOWLEDGE
AWARE
UNAWARE
III. What to say?
Un-noticed-un-sold
TV : all
What media should be used?
MEDIA TYPES
Medium as a Medium
Medium as a Vehicle
Medium as the Message