advertising

1. Integrated MarketingIntegrated Marketing
Communication: Advertising,Communication: Advertising,
Sales Promotion, and PublicSales Promotion, and Public
RelationsRelations

2. 12-2
Promotion – marketing
communication
• An element of marketingAn element of marketing
mixmix
• CommunicationCommunication
techniques aimed attechniques aimed at
informing,informing,
influencing,reminding andinfluencing,reminding and
persuading to buy or use apersuading to buy or use a
particular product.particular product.

3. 12-3
Two types of promotion
• Product PromotionProduct Promotion
– Type of promotion that a business uses toType of promotion that a business uses to
convince potential customers to buy productsconvince potential customers to buy products
from them and not their competitors.from them and not their competitors.
• Institutional PromotionInstitutional Promotion
– Type of promotion that a business uses toType of promotion that a business uses to
create a favorable image for itself.create a favorable image for itself.

4. 12-4
Integrated Marketing Communication

5. 12-5
Composition of mix depends upon…
• Stage in the life cycleStage in the life cycle:: Advertising is veryAdvertising is very
important at the time of launchimportant at the time of launch
• Nature of the productNature of the product:: Complex/TechnicalComplex/Technical
• Competitor activitiesCompetitor activities
• Marketing budgetMarketing budget
• Marketing strategyMarketing strategy
• Target marketTarget market

6. 12-6
Communication Platforms
AdvertisingAdvertising
• Print and broadcast adsPrint and broadcast ads
• Packaging insertsPackaging inserts
• Motion picturesMotion pictures
• Brochures and bookletsBrochures and booklets
• PostersPosters
• BillboardsBillboards
• POP displaysPOP displays
• LogosLogos
• VideotapesVideotapes
Sales PromotionSales Promotion
• Contests, games,Contests, games,
• PremiumsPremiums
• SamplingSampling
• Trade shows, exhibitsTrade shows, exhibits
• CouponsCoupons
• RebatesRebates
• EntertainmentEntertainment
• Continuity programsContinuity programs

7. 12-7
Communication Platforms
Events/ ExperiencesEvents/ Experiences
• SportsSports
• EntertainmentEntertainment
• FestivalsFestivals
• ArtsArts
• CausesCauses
• Factory toursFactory tours
• Company museumsCompany museums
• Street activitiesStreet activities
Public RelationsPublic Relations
• Press kitsPress kits
• SpeechesSpeeches
• SeminarsSeminars
• Annual reportsAnnual reports
• Charitable donationsCharitable donations
• PublicationsPublications
• Community relationsCommunity relations
• LobbyingLobbying

8. 12-8
Communication Platforms
Personal SellingPersonal Selling
• Sales presentationsSales presentations
• Sales meetingsSales meetings
• Incentive programsIncentive programs
• SamplesSamples
• Fairs and trade showsFairs and trade shows
Direct MarketingDirect Marketing
• CatalogsCatalogs
• MailingsMailings
• TelemarketingTelemarketing
• Electronic shoppingElectronic shopping
• TV shoppingTV shopping
• Fax mailFax mail
• E-mailE-mail
• Voice mailVoice mail

9. 12-9
Elements in the
Communications Process
• SenderSender
• MessageMessage
• ReceiverReceiver
• ResponseResponse
• FeedbackFeedback
• NoiseNoise

10. 12-10
Models of the Response Process

11. 12-11
Steps in Developing Effective
Communications
Identify target audience
Determine objectives
Design communications
Select channels
Establish budget
Decide on media mix
Manage IMC

12. 12-12
Promotional objectives
• To increase salesTo increase sales
• To attract new customersTo attract new customers
• To retain existing onesTo retain existing ones
• To encourage customerTo encourage customer
loyaltyloyalty
• To create awarenessTo create awareness
• Brand awarenessBrand awareness
• To informTo inform
• To remindTo remind
• To ensureTo ensure
• To modify attitudesTo modify attitudes
• To create an imageTo create an image
• To position a productTo position a product
• To improve position in theTo improve position in the
marketmarket
• To pull the productTo pull the product
through channelsthrough channels
• To push the productTo push the product
through channelsthrough channels

13. 12-13
Push vs. Pull Promotion Strategy

14. 12-14
Designing the Communications
• Message strategy (what to say?)Message strategy (what to say?)
• Creative strategy (how to say it)Creative strategy (how to say it)
• Message source (who should say it)Message source (who should say it)
• Personal communication channelsPersonal communication channels
• Nonpersonal communication channelsNonpersonal communication channels
• IntegrationIntegration

15. 12-15
Creative Strategy
• CS is the way a marketer translates the message into aCS is the way a marketer translates the message into a
specific communicationspecific communication
• Informational and transformational appealsInformational and transformational appeals
– Informational appeals-related to product /service attributes,benefitsInformational appeals-related to product /service attributes,benefits
• Problem solution adsProblem solution ads
• Product demonstration adsProduct demonstration ads
• Product comparison adsProduct comparison ads
• EndorsementsEndorsements
– Transformational appeals-relates to non product relatedTransformational appeals-relates to non product related
benefit/imagebenefit/image
• Kind of people who use the brandKind of people who use the brand
• Kind of experience that results from using the brandKind of experience that results from using the brand
• Positive and negative appealsPositive and negative appeals
– FearFear
– GuiltGuilt
– ShameShame
– HumorHumor
– LoveLove
– PridePride
– JoyJoy

16. 12-16
Message Source
• Source can be the company itself orSource can be the company itself or
known/unknown peopleknown/unknown people
• Celebrity CharacteristicsCelebrity Characteristics
– ExpertiseExpertise
– TrustworthinessTrustworthiness
– LikeabilityLikeability
• State of congruence between attitudeState of congruence between attitude
towards source & messagetowards source & message

17. 12-17
Personal Communications
Channels
These let two persons communicate face toThese let two persons communicate face to
face,person to audience, overphone thruface,person to audience, overphone thru
e-maile-mail
• Expert ChannelsExpert Channels
• Social ChannelsSocial Channels

18. 12-18
Nonpersonal Communication
Channels
• MediaMedia
• Sales PromotionSales Promotion
• Events and ExperiencesEvents and Experiences
• Public RelationsPublic Relations

19. 12-19
Establish the Budget
• AffordableAffordable
• Percentage-of-SalesPercentage-of-Sales
• Competitive ParityCompetitive Parity
• Objective-and-TaskObjective-and-Task

20. 12-20
Estimate Costs Associated with Tasks
(determine costs of advertising,
promotions, etc.)
Estimate Costs Associated with Tasks
(determine costs of advertising,
promotions, etc.)
Determine Specific Tasks
(advertise on market area television and
radio and local newspapers)
Determine Specific Tasks
(advertise on market area television and
radio and local newspapers)
Establish Objectives
(create awareness of new product
among 20 percent of target market)
Establish Objectives
(create awareness of new product
among 20 percent of target market)
Determine Specific Tasks
(advertise on market area television and
radio and local newspapers)
Determine Specific Tasks
(advertise on market area television and
radio and local newspapers)
Establish Objectives
(create awareness of new product
among 20 percent of target market)
Establish Objectives
(create awareness of new product
among 20 percent of target market)
Objective and Task Method
Monitor and Adjust
(monitor performance and adjust)
Monitor and Adjust
(monitor performance and adjust)
Estimate Costs Associated with Tasks
(determine costs of advertising,
promotions, etc.)
Estimate Costs Associated with Tasks
(determine costs of advertising,
promotions, etc.)

21. 12-21
Advertising….
• Any paid form of non-Any paid form of non-
personal presentationpersonal presentation
and promotion ofand promotion of
ideas, goods, orideas, goods, or
services by anservices by an
identified sponsor.identified sponsor.
Advertise
here!

22. 12-22
Promotional mix - advertising
Product advertisingProduct advertising Sells a particular good or serviceSells a particular good or service
Retail advertisingRetail advertising Initiated by retailers and directed at
consumers via papers, television
Initiated by retailers and directed at
consumers via papers, television
Institutional advertisingInstitutional advertising Intended to promote a firm’s image
rather than sell product
Intended to promote a firm’s image
rather than sell product
Trade advertisingTrade advertising
Initiated by manufacturers and
directed to retailers and
wholesalers
Initiated by manufacturers and
directed to retailers and
wholesalers
Industrial advertisingIndustrial advertising Initiated by manufacturers and
directed to other manufacturers
Initiated by manufacturers and
directed to other manufacturers
Advocacy advertisingAdvocacy advertising Promote view to influence public
opinion or legislation
Promote view to influence public
opinion or legislation

23. 12-23
Major Decisions in Advertising

24. 12-24
The Five M’s of Advertising
• MissionMission
• MoneyMoney
• MessageMessage
• MediaMedia
• MeasurementMeasurement

25. 12-25
Advertising Objectives
• Informative advertisingInformative advertising
• Persuasive advertisingPersuasive advertising
• Reminder advertisingReminder advertising
• Reinforcement advertisingReinforcement advertising

26. 12-26
Factors to Consider in Setting
an Advertising Budget
• Stage in the product life cycleStage in the product life cycle
• Market share and consumer baseMarket share and consumer base
• Competition and clutterCompetition and clutter
• Advertising frequencyAdvertising frequency
• Product substitutabilityProduct substitutability

27. 12-27
Creative Brief
• Positioning statementPositioning statement
• Key messageKey message
• Target marketTarget market
• ObjectivesObjectives
• Key brand benefitsKey brand benefits
• Brand promiseBrand promise
• Evidence of promiseEvidence of promise
• MediaMedia
• BackgroundBackground
• CreativeCreative
considerationsconsiderations

28. 12-28
Advertising media
Internet
Yellow pages
Direct mail
Outdoor
Magazines
Radio
Television
Newspaper
Media
Easily ignored, low readershipLow cost, interactive, 24-hour
Long ad-purchase lead time, high
other-ad competition
Low cost, excellent local coverage,
wide consumer use
High cost, junk mail image, need
accurate mailing list
Very flexible, targets specific
audience, complete information
Brief exposure, limited audience
selectivity
High repeat exposure, low cost,
local market focus
Long ad-purchase lead time, lack
of flexibility
Long life, quality reproduction,
high demographic selectivity
Fleeting exposure, audio
presentation only
Low cost, high geographic &
demographic selectivity
High cost, fleeting exposure,
limited audience selectivity
Mass coverage, high attention with
sight, sound,& motion
Competition from other features,
limited selectivity
Good local coverage, broad
acceptance, believable
WeaknessesStrengths

29. 12-29
Media Selection
• Reach
• Frequency
• Impact
• Exposure- reach X frequency

30. 12-30
Choosing Media Type
• Factors to consider:Factors to consider:
– Media habits of target consumersMedia habits of target consumers
– Nature of the productNature of the product
– Type of messageType of message
– CostCost
– Media vehiclesMedia vehicles
• Specific media within each general media typeSpecific media within each general media type

31. 12-31
Humor in Advertising
These days, it seems as though almost every company is using humor in its
advertising, even the scholarly American Heritage Dictionary.

32. 12-32
Deciding on Media Timing
• Must decide how to schedule theMust decide how to schedule the
advertising over the course of a yearadvertising over the course of a year
– Follow seasonal patternFollow seasonal pattern
– Oppose seasonal patternOppose seasonal pattern
– Same coverage all yearSame coverage all year
• Choose the pattern of the adsChoose the pattern of the ads
– ContinuityContinuity
– ConcentrationConcentration
– FlightingFlighting
– PulsingPulsing

33. 12-33
Evaluating Advertising
Measure the communication effects of an ad.
“Copy Testing”
Measure the sales effects of an ad.
Is the ad increasing sales?

34. 12-34
Sales Promotion
Collection of incentive tools, mostly
short term, designed to stimulate
quicker or greater purchase
of particular products or services
by consumers or the trade.

35. 12-35
Sales promotion
• Tactical point of sale materialTactical point of sale material
or inducements designed toor inducements designed to
stimulate purchasesstimulate purchases
• Short term incentives toShort term incentives to
increase salesincrease sales
• Some promotions are aimed atSome promotions are aimed at
consumers, some atconsumers, some at
intermediaries and others atintermediaries and others at
the salesforcethe salesforce
• E.g.: coupons, leaflets,E.g.: coupons, leaflets,
demonstrations, samples, freedemonstrations, samples, free
gifts, point of sale (POS)gifts, point of sale (POS)
displays etc.displays etc.

36. 12-36
Sales promotion
• Incentives provide a quick boost to salesIncentives provide a quick boost to sales
• Effects maybe short term onlyEffects maybe short term only
• Excess use of some incentives mayExcess use of some incentives may
adversely effect brand imageadversely effect brand image

37. 12-37
Promotional mix – sales
promotion
PremiumsPremiums
SamplesSamples
CouponsCoupons
Point-of-
purchase
Point-of-
purchase
RebatesRebates
PrizesPrizes
Sales contestsSales contests
Trade shows
conventions
Trade shows
conventions
Price-off
discount
Price-off
discount
Allowances
Consumer-oriented Trade-oriented

38. 12-38
SampleSample
CouponsCoupons
Cash Refunds
“Rebates”
Cash Refunds
“Rebates”
Price Packs
“Cents-Off Deals”
Price Packs
“Cents-Off Deals”
PremiumsPremiums
Advertising
Specialties
Advertising
Specialties
Offers a trial amount of a productOffers a trial amount of a product
Savings when purchasing specified
products
Savings when purchasing specified
products
Refund of part of the purchase price by
mail
Refund of part of the purchase price by
mail
Reduced prices marked on the label or
package by producer
Reduced prices marked on the label or
package by producer
Goods offered free or low cost as an
incentive to buy a product
Goods offered free or low cost as an
incentive to buy a product
Articles imprinted with an advertiser’s
name given as gifts
Articles imprinted with an advertiser’s
name given as gifts
Consumer Sales Promotion Tools

39. 12-39
Patronage RewardsPatronage Rewards
Point-of-Purchase
Promotions
Point-of-Purchase
Promotions
ContestContest
SweepstakesSweepstakes
GamesGames
Cash or other award offered for regular
use of a product or service
Cash or other award offered for regular
use of a product or service
Displays or demonstrations at the point
of purchase or sale
Displays or demonstrations at the point
of purchase or sale
Consumers submit an entry to be
judged by a panel
Consumers submit an entry to be
judged by a panel
Consumers submit their names for a
drawing
Consumers submit their names for a
drawing
Consumers receive something each
time they buy which may help them win
a prize
Consumers receive something each
time they buy which may help them win
a prize
Consumer Sales Promotion Tools

40. 12-40
Trade Promotion
Persuade resellers to
carry a brand
Give a brand shelf
space
Promote brand in
advertising
Push brand to
customers
Discounts
Allowances
Free Goods
Push Money
Specialty Advertising
Items
Objectives Tools

41. 12-41
Sales force promotions
• Promotions aimed atPromotions aimed at
the sales forcethe sales force
• Designed to motivateDesigned to motivate
the sales force. E.gthe sales force. E.g..
- BonusBonus
- CommissionCommission
- CouponCoupon
- VouchersVouchers
- Free ServicesFree Services
- Free giftsFree gifts
- CompetitionCompetition

42. 12-42
Using Sales Promotions
Establish objectives
Select tools
Develop program
Pretest
Implement and control
Evaluate results

43. 12-43
Public Relations
• Any activity designedAny activity designed
to create a favorableto create a favorable
image toward aimage toward a
business, its productsbusiness, its products
or its policies.or its policies.

44. 12-44
Public relations
• Managing relations with an organization’sManaging relations with an organization’s
various stakeholdersvarious stakeholders
• The planned and sustained effort toThe planned and sustained effort to
establish and maintain goodwill & mutualestablish and maintain goodwill & mutual
understanding between an organization’sunderstanding between an organization’s
various stakeholdersvarious stakeholders

45. 12-45
Scope of PR
• Promotion through media publicityPromotion through media publicity
• Enhances public awareness of theEnhances public awareness of the
companycompany
• Projects company’s mission & philosophyProjects company’s mission & philosophy
• Projection of the organization as a sourceProjection of the organization as a source
of opportunitiesof opportunities
• Obtaining favorable comments on theObtaining favorable comments on the
mediamedia

46. 12-46
• A specific kind of publicA specific kind of public
relations that involvesrelations that involves
placing positive andplacing positive and
newsworthy informationnewsworthy information
about a business, itsabout a business, its
products, or its policies inproducts, or its policies in
the media is called…..the media is called…..
Publicity

47. 12-47
Publicity
• Release of a commerciallyRelease of a commercially
significant news about asignificant news about a
particular product or serviceparticular product or service
• Purpose is to obtain aPurpose is to obtain a
favorable presentation offavorable presentation of
such news via a medium notsuch news via a medium not
paid for by a sponsorpaid for by a sponsor
• Involves getting mediaInvolves getting media
coverage of an event orcoverage of an event or
product launch / articles inproduct launch / articles in
newspapersnewspapers

48. 12-48
Sponsorship
• Payment for an event/person/organizationPayment for an event/person/organization
is given in return of some benefitis given in return of some benefit
• A specialized form of advertising that canA specialized form of advertising that can
create significant exposure for companiescreate significant exposure for companies
• Common in the world of art and sportsCommon in the world of art and sports

49. 12-49
Ideal Events
Audience closely matches target market
Event generates media attention
Event is unique with few sponsors
Event enhances brand image of sponsor

50. 12-50
Merchandising
• Attempts to influence customers at theAttempts to influence customers at the
point of salepoint of sale
- Display pop-up standsDisplay pop-up stands
- wobblers, danglers etc.wobblers, danglers etc.
- Store layoutStore layout
- Storage spaceStorage space
- AmbienceAmbience

51. 12-51
Packaging
• The outer wrapper or theThe outer wrapper or the
container is often ancontainer is often an
indicator of the quality ofindicator of the quality of
the product itselfthe product itself
• Packaging serves thePackaging serves the
following purposes:following purposes:
- Protection of the productProtection of the product
- Preservation of the productPreservation of the product
- Provides informationProvides information
- Promotes the productPromotes the product
- ConvenienceConvenience

52. 12-52
Direct Marketing
Use of consumer-direct channels to reach
and deliver goods and services to
customers without using
market middlemen.

53. 12-53
Direct Marketing Channels
• CatalogsCatalogs
• Direct mailDirect mail
• TelemarketingTelemarketing
• Web sitesWeb sites
• Email marketingEmail marketing
• Mobile devicesMobile devices

54. 12-54
RFM Formula for Selecting
Prospects
• RecencyRecency
• FrequencyFrequency
• Monetary valueMonetary value

55. 12-55
Components of the Mailing
• Outside envelopeOutside envelope
• Sales letterSales letter
• CircularCircular
• Reply formReply form
• Reply envelopeReply envelope

56. 12-56
Personal Selling
– This type ofThis type of
promotionpromotion
requiresrequires contactcontact
with potentialwith potential
buyersbuyers

57. 12-57
Personal Selling
• Personal selling is a paid, personal form ofPersonal selling is a paid, personal form of
promotion.promotion.
• Involves two-way personal communicationInvolves two-way personal communication
between salespeople and individualbetween salespeople and individual
customers.customers.
• Carried out through telephone, atCarried out through telephone, at
meetings, at retail outlets & door to doormeetings, at retail outlets & door to door
sellingselling
• High priced, low volume and highlyHigh priced, low volume and highly
technical products rely heavily on personaltechnical products rely heavily on personal
sellingselling

58. 12-58
The Nature of Personal Selling
• Most salespeople are well-educated, well-Most salespeople are well-educated, well-
trained professionals who work to buildtrained professionals who work to build
and maintain long-term customerand maintain long-term customer
relationships.relationships.
• The term salesperson covers a wide rangeThe term salesperson covers a wide range
of positions:of positions:
– Order taker: Department store clerkOrder taker: Department store clerk
– Order getter: Creative selling in differentOrder getter: Creative selling in different
environmentsenvironments

59. 12-59
The Role of the Sales Force
• Salespeople:Salespeople:
– Probe customers to learn about problemsProbe customers to learn about problems
– Adjust marketing offers to fit special needsAdjust marketing offers to fit special needs
– Negotiate terms of salesNegotiate terms of sales
– Build long-term personal relationshipsBuild long-term personal relationships

60. 12-60
The Role of the Sales Force
Sales Force serves as critical link between
company and its customers
They represent the company to the customers
They represent the customers to the company
Goal =
Customer Satisfaction and Company Profit

61. 12-61
Major types of sales jobs
• Creative sellingCreative selling
• Order takingOrder taking
• Technical specialistsTechnical specialists

62. 12-62
Major Steps in Sales Force
Management

63. 12-63
Sales Force Structure
Territorial: Salesperson assigned to exclusive area and
sells full line of products
Product: Sales force sells only certain product lines
Customer: Sales force organizes along customer or
industry lines
Complex: Combination of several types of structures

64. 12-64
Compensating Salespeople
• Fixed amount:Fixed amount:
– SalarySalary
• Variable amount:Variable amount:
– Commissions or bonusesCommissions or bonuses
• Expenses:Expenses:
– Repays for job-related expendituresRepays for job-related expenditures
• Fringe benefits:Fringe benefits:
– Vacations, sick leave, pension, etc.Vacations, sick leave, pension, etc.

65. 12-65
Supervising Salespeople
• Motivating SalespeopleMotivating Salespeople
– Organizational climateOrganizational climate
– Sales quotasSales quotas
– Positive incentives:Positive incentives:
• Sales meetingsSales meetings
• Sales contestsSales contests
• Recognition and honorsRecognition and honors
• Cash awards, trips, profit sharingCash awards, trips, profit sharing

66. 12-66
Major Steps in Effective Selling

67. 12-67
Personal Selling
• STRENGTHSSTRENGTHS
• Great attentionGreat attention
• Msg is customizedMsg is customized
• Persuasive impactPersuasive impact
• Potential forPotential for
development ofdevelopment of
relationshiprelationship
• AdaptableAdaptable
• Opportunity to closeOpportunity to close
sale callsale call
• WEAKNESSESWEAKNESSES
- High costHigh cost
- Labor intensiveLabor intensive
- ExpensiveExpensive
- Can only reach aCan only reach a
limited no. oflimited no. of
customerscustomers

68. 12-68
Promotional mix – comparison
Inexpensive, has high credibilityInexpensive, has high credibility
ToolTool StrengthsStrengths WeaknessesWeaknesses
AdvertisingAdvertising Large audience, low cost per
contact, can modify message
Large audience, low cost per
contact, can modify message
Overall expensive, difficult to
measure effectiveness
Overall expensive, difficult to
measure effectiveness
Direct mailDirect mail Effective when using targeted
and current mailing list
Effective when using targeted
and current mailing list
Reaches disinterested parties
and considered “junk”
Reaches disinterested parties
and considered “junk”
Personal sellingPersonal selling Tailored to each buyer,
immediate buyer response
Tailored to each buyer,
immediate buyer response
ExpensiveExpensive
TelemarketingTelemarketing Immediate feedback and
immediate buyer response
Immediate feedback and
immediate buyer response
Often seen as intrusiveOften seen as intrusive
Word of mouthWord of mouth Difficult to manageDifficult to manage
Sales promotionSales promotion Inexpensive, short-term sales
increases
Inexpensive, short-term sales
increases
Non-personal appealNon-personal appeal
Public relationsPublic relations Creates positive attitude about
product/firm
Creates positive attitude about
product/firm
Non-personal appeal, hard ot
measure effectiveness
Non-personal appeal, hard ot
measure effectiveness

69. 12-69
What do they do?
• AdvertisingAdvertising
– Creates awareness of a business’s productCreates awareness of a business’s product
• Public RelationsPublic Relations
– Creates a favorable image for the business itselfCreates a favorable image for the business itself
• Sales PromotionSales Promotion
– Efforts stimulate salesEfforts stimulate sales
• Personal SellingPersonal Selling
– Builds on all of the other efforts by helping customersBuilds on all of the other efforts by helping customers
complete the salecomplete the sale

70. 12-70
• A company wishes to launch a newA company wishes to launch a new
toothpaste which can effectivelytoothpaste which can effectively
prevent cavities and tooth decay.prevent cavities and tooth decay.
But the toothpaste market is highlyBut the toothpaste market is highly
crowded with multiple brands. If youcrowded with multiple brands. If you
were to evolve a marketingwere to evolve a marketing
communication strategy ,how willcommunication strategy ,how will
you proceed?you proceed?
• Which appeal will you use andWhich appeal will you use and
why??why??

71. 12-71
• A leading EuropeanA leading European
departmental store is all set todepartmental store is all set to
enter the Indian market.enter the Indian market.
Evolve an advertising strategyEvolve an advertising strategy
for the store.for the store.
• Mention the objectives,Mention the objectives,
creative strategy and mediacreative strategy and media
choices.choices.

72. 12-72
Placing ads and promotion online
• Context-Context-Layout & designLayout & design
• Content-Content- text, pictures ,sounds, videostext, pictures ,sounds, videos
• Community-Community- how the site enables user to userhow the site enables user to user
communicationcommunication
• CustomizationCustomization
• Communication-Communication-interactivityinteractivity
• Connection-Connection- linkage to other siteslinkage to other sites
• Commerce-Commerce- capabilities for commercial transactionscapabilities for commercial transactions
Web sites must express the firms’
purpose, history, products & vision

73. 12-73
Ease of Use and
Attractiveness
• Ease of UseEase of Use
– Downloads quicklyDownloads quickly
– First page is easy to understandFirst page is easy to understand
– Easy to navigateEasy to navigate
• AttractivenessAttractiveness
– Clean lookingClean looking
– Not overly crammed with contentNot overly crammed with content
– Readable fontsReadable fonts
– Good use of color and soundGood use of color and sound

74. 12-74
Increasing Visits and Site
Stickiness
• Deep information with linksDeep information with links
• Changing news of interestChanging news of interest
• Changing offersChanging offers
• Contests and sweepstakesContests and sweepstakes
• Humor and jokesHumor and jokes
• GamesGames

75. 12-75
Online Ads
• Banner adsBanner ads
• Microsites-Microsites- a limited area on the web managed anda limited area on the web managed and
paid for by an external advertiser/companypaid for by an external advertiser/company
• Sponsorships- e.g podcastsSponsorships- e.g podcasts
• InterstitialsInterstitials
• Search-related ads & display adsSearch-related ads & display ads
• AlliancesAlliances
• CommunitiesCommunities
• WOM thru-Social networking sites-WOM thru-Social networking sites-
myspace ,facebookmyspace ,facebook
• Buzz & viral MarketingBuzz & viral Marketing

76. 12-76
e-Marketing Guidelines
• Give the customer a reason to respondGive the customer a reason to respond
• Personalize the content of your emailsPersonalize the content of your emails
• Offer something the customer could notOffer something the customer could not
get via direct mailget via direct mail
• Make it easy for customers to unsubscribeMake it easy for customers to unsubscribe

77. 12-77
Relationship marketing
• Relationship Marketing -The process of
creating , maintaining and enhancing strong
,value-laden relationships with Customers
and other stakeholders.
• Relationship marketing is based on the
premise that important accounts need
focused and continuous attention.

78. 12-78

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89. 12-89
• The ad opens on Shah Rukh Khan speaking aboutThe ad opens on Shah Rukh Khan speaking about
relationships in life.relationships in life.
• He says all relationships are based upon trust, same asHe says all relationships are based upon trust, same as
his with ICICI.his with ICICI.
• He says how 2.5 crore Indians have entrusted this bank,He says how 2.5 crore Indians have entrusted this bank,
making it India's second largest bank.making it India's second largest bank.
• He goes on to say that the bank is solid, responsible andHe goes on to say that the bank is solid, responsible and
trustworthy, just like every relationshiptrustworthy, just like every relationship
• The ad ends as he says he trusts ICICI bank with hisThe ad ends as he says he trusts ICICI bank with his
money and will always continue to do so.money and will always continue to do so.
ICICI Bank