Marketing

Management
Created By
2020-CS-85 | Talha Abid
2020-CS-12 | Abdullah
2020-CS-14 | Muhammad Kawish
2020-CS-30 | Faizan Ejaz
2020-CS-08 | Ali Raza
Advertisement
Talha Abid | 2020-cs-85
Advertisement Advertising refers to the action of
promoting or publicizing a product,
service, or idea through various
communication channels to a target
audience.
Setting the Objectives of Advertising
An advertising objective (or goal) is a specific communications task and
achievement level to be accomplished with a specific audience in a specific
period of time.

We can classify advertising objectives according to whether their aim is to

inform, persuade, remind, or reinforce. These objectives correspond to
different stages in the hierarchy-of-effects model.
Informative advertising
Informative advertising aims to create brand awareness and knowledge of
new products or new features of existing products.

Persuasive advertising
Persuasive advertising leverages the desires and interests of consumers to
convince them to purchase a product or service.
Reminder advertising:
Reminder advertising aims to stimulate repeat purchase of products and
services.

Reinforcement advertising:
Reinforcement advertising aims to convince current purchasers that they
made the right choice.
Deciding on the Advertising
Budget:-
Here are five specific factors to consider when setting
the advertising budget:
1. Stage in the product life cycle:
New products typically merit large advertising budgets to build awareness and
to gain consumer trial. Established brands usually are supported with lower
advertising budgets, measured as a ratio to sales.

2. Market share and consumer base:

High-market-share brands usually require less advertising expenditure as a
percentage of sales to maintain share. To build share by increasing market size
requires larger expenditures.
3. Competition and clutter:
In a market with a large number of competitors and high advertising spending, a
brand must advertise more heavily to be heard. Even simple clutter from
advertisements not directly competitive to the brand creates a need for heavier
advertising.

4. Advertising frequency:
The number of repetitions needed to put the brand’s message across to
consumers has an obvious impact on the advertising budget.
5. Product substitutability:
Brands in less-differentiated or commodity-like product classes (beer, soft
drinks, banks, and airlines) require heavy advertising to establish a unique
image.
Developing the Advertisers go through three
steps:
Advertising
● Message Generation and
Campaign:- Evaluation.
● Creative Development and
Execution.
● Social-Responsibility
Review.
Message Generation and Evaluation
In this initial step, advertisers focus on creating a compelling message that
effectively communicates the intended information or persuasion to the
target audience. This involves understanding the target demographic,
defining campaign objectives, crafting a unique selling proposition (USP),
and determining key message points. The generated message is then
evaluated for clarity, relevance, impact, and alignment with campaign goals.
Creative Development and Execution:
After the message is generated and evaluated, the next step involves
bringing that message to life through creative development and execution.
This includes designing visuals, selecting appropriate media, developing ad
copy, and determining the overall look and feel of the advertising campaign.
Creative execution aims to capture the attention of the audience, convey
the message effectively, and leave a memorable impression.
Social-Responsibility Review:
The social-responsibility review is a critical step where advertisers assess
the potential impact of their campaigns on society, considering ethical and
moral implications. This involves evaluating whether the message aligns
with societal norms, values, and legal standards. Advertisers need to ensure
that their campaigns are socially responsible, respect diversity, avoid
misleading information, and adhere to ethical guidelines.
Types or Advertising comes in various
forms, and marketers use
Mediums of different types of advertising
Advertisements to reach their target audience
through various channels.
Here are some common types
of advertising:
Print Advertising:
This includes advertisements in newspapers, magazines, brochures, and
other printed materials. Print advertising is effective for reaching specific
demographics and local audiences.

Broadcast Advertising:
This type involves advertising through television and radio. Television
commercials and radio spots are powerful mediums for reaching a wide
audience and conveying messages using both visual and audio elements.
Digital Advertising:
Digital advertising leverages online platforms and channels to reach
audiences. This includes display ads, social media advertising, search engine
marketing (SEM), email marketing, and other online strategies.

Outdoor Advertising:
Billboard advertising, transit ads (on buses or trains), and other forms of
outdoor advertising are effective for reaching audiences in specific
locations. These are often used to create brand awareness.
Direct Mail Advertising:
This involves sending promotional materials directly to a target audience
through the mail. Direct mail includes postcards, catalogs, flyers, and other
printed materials.

Product Placement:
Product placement involves featuring a product or brand within the content
of movies, TV shows, or other forms of media. This is a subtle way to
integrate advertising into entertainment.
Content Marketing:
Content marketing involves creating valuable content, such as articles, blog
posts, videos, or infographics, to attract and engage the target audience. It
subtly promotes a brand or product within the content.

Influencer Marketing:
Brands collaborate with influencers, individuals with a significant online
following, to promote their products or services. Influencer marketing
leverages the trust and influence these individuals have on their audience.
Cinema Advertising:
Advertising in movie theaters involves showcasing commercials or
promotional content before the screening of a film. This type of advertising
targets a captive audience during the movie-watching experience.

Interactive Advertising:
This type encourages user engagement. It can include interactive online ads,
quizzes, polls, and other content that invites the audience to participate
actively.
Native Advertising:
Native advertising is a form of paid advertising in which the ads match the
look, feel and function of the media format where they appear. They fit
“natively” and seamlessly on the web page.

Public service advertising:

Public service advertising refers to advertisements that promote a cause or
initiative rather than a product. Often called public service announcements
(PSAs), these ads aim to inform the public about a topic in a way that benefits
them or others.
Media
Selection &
Advantages
Abdullah | 2020-cs-12
 Media Selection is finding the
most cost-effective media to
deliver the desired number and
Media type of exposures to the target
audience. What do we mean by
selection:- the desired number of
exposures? The advertiser
seeks a specified advertising
objective and response from the
target audience.
The effect of exposures on audience awareness depends on the exposures’ reach,
frequency, and impact:

Reach : The number of different persons or households exposed to a particular

media schedule at least once during a specified time period

Frequency : The number of times within the specified time period that an average
person or household is exposed to the message

Impact : The qualitative value of an exposure through a given medium (thus a food ad
will have a higher impact in Bon Appetit than in Fortune magazine)
Reach
Is ka under hum ya batata hain ka hamara ads kitna logoun tak pounch gava hain our is ka lya hum bhout
sa tools use karta hain is ma sa sab sa behtreeen hain algorithm ads campaign our is ma hum zuban ka bhi
khyal rakhta hain

Frequency ka under hum batta hain ka aik individual na kitni deer ka lya hamara ads watch kya ha is
sa hamara ads ka effictness ka farq parta ha

Impact ka ussion nder ya hota ha hamara ads par kitna impression aye hain our kitna logoun na click kya
ha ya ads logoun ka lya reminder hota ha agr ads effective hoto to bad ma bhi un ka zehan ma raha ga
Deciding on In choosing media, the
advertiser has both a
Media Timing macro-scheduling and a
and Allocation:- micro-scheduling decision.
Macro-Scheduling decision:
The macro-scheduling decision relates to seasons and the business cycle. Suppose
70 percent of a product’s sales occur between June and September. The firm can
vary its advertising expenditures to follow the seasonal pattern, to oppose the
seasonal pattern, or to be constant throughout the year.

Micro-Scheduling decision:
The micro-scheduling decision calls for allocating advertising expenditures within a
short period to obtain maximum impact. Suppose the firm decides to buy 30 radio
spots in the month of September.
The chosen pattern should meet the communications objectives set in
relationship to the nature of the product, target customers, distribution channels,
and other marketing factors. The timing pattern should consider three factors.
Buyer turnover expresses the rate at which new buyers enter the market; the
higher this rate, the more continuous the advertising should be. Purchase
frequency is the number of times the average buyer buys the product during the
period; the higher the purchase frequency, the more continuous the advertising
should be. The forgetting rate is the rate at which the buyer forgets the brand; the
higher the forgetting rate, the more continuous the advertising should be.In
launching a new product, the advertiser must choose among continuity,
concentration, flighting, and pulsing.
Continuity
Means exposures appear evenly throughout a given period. Generally,
advertisers use continuous advertising in expanding market situations, with
frequently purchased items, and in tightly defined buyer categories.

Concentration
Calls for spending all the advertising dollars in a single period. This makes
sense for products with one selling season or related holiday.
Flighting
calls for advertising during a period, followed by a period with no advertising,
followed by a second period of advertising activity. It is useful when funding is
limited, the purchase cycle is relatively infrequent, or items are seasonal.

Pulsing
is continuous advertising at low-weight levels. It draws on the strength of
continuous advertising and flights to create a compromise scheduling
strategy. Those who favor pulsing believe the audience will learn the message
more thoroughly, and at a lower cost to the firm.
Evaluating Most advertisers try to measure
the communication effect of an
Advertising ad—that is, its potential impact
Effectiveness:- on awareness, knowledge, or
preference. They would also like
to measure the ad’s sales effect.
COMMUNICATION-EFFECT RESEARCH: Communication-effect research,
called copy testing, seeks to determine whether an ad is communicating
effectively. Marketers should perform this test both before an ad is put into
media and after it is printed or broadcast.

SALES-EFFECT RESEARCH: What sales are generated by an ad that increases

brand awareness by 20 percent and brand preference by 10 percent? The fewer
or more controllable other factors such as features and price are, the easier it is
to measure advertising’s effect on sales. The sales impact is easiest to measure in
direct marketing situations and hardest in brand or corporate image-building
advertising.
Advantages and Disadvantages
of Advertising:-
Advantages of Advertising
Increased Brand Awareness : Advertising helps in creating and maintaining
brand awareness, making products or services more recognizable to the target
audience.

Revenue Generation : Effective advertising can lead to increased sales and

revenue for businesses, especially when it influences consumer behavior
positively.

Market Expansion : Advertising allows businesses to reach new markets and

expand their customer base by targeting specific demographics or geographic
locations.
Product Information : Advertisements convey detailed information about
products and services, helping consumers make informed purchasing
decisions.

Competitive Edge : Through advertising, businesses can highlight their

unique selling points, differentiating themselves from competitors and
gaining a competitive edge.

Job Creation : The advertising industry itself contributes to job creation,

providing employment opportunities in areas such as marketing, design,
copywriting, and media.
Disadvantages of Advertising
Costs : Advertising can be expensive, especially for small businesses. The cost
of creating and placing ads may not always guarantee immediate returns.

Overemphasis on Materialism : Pervasive advertising can contribute to a

culture of materialism, where people are constantly encouraged to acquire
more possessions.

Privacy Concerns : Digital advertising, in particular, raises concerns about

privacy as targeted ads may collect and use personal data without explicit
consent.
Clutter and Overload : Consumers are bombarded with numerous ads daily,
leading to ad clutter and information overload. This makes it challenging for
advertisers to capture and retain attention.

Environmental Impact : The production and disposal of promotional

materials, especially in print advertising, can have environmental
consequences.

Saturation : In markets with excessive advertising, consumers may become

desensitized to promotional messages, making it challenging for businesses
to stand out.
Selling
Muhammad Kawish |
2020-cs-14
 Definition of Selling
Selling Selling is a crucial aspect of
marketing and involves the activities
and processes that lead to the
exchange of goods or services for
money or other valuable
considerations.
What is Selling? Definition and Examples

Selling is one part of a trade or transaction. When one person buys something,
the other is selling it. Anything that involves giving something to somebody in
exchange for money is a type of selling.

The exchange may involve a service as well as a product.

Types of selling ●
●
Transactional Selling
Consultative Selling
● Relationship Selling
● Solution Selling
● Inbound Selling
● Outbound Selling
● Team Selling
● Value-based Selling
Here are some key aspects of selling in the subject of marketing management:

Understanding Customer Needs:

Effective selling begins with a deep understanding of customer needs and preferences.
Marketers must conduct market research to identify target audiences and tailor their
selling approach to meet specific customer requirements.

Creating Value:

Selling is not just about pushing products; it involves creating value for customers.
Businesses must communicate how their products or services address customer pain
points or fulfill desires better than competitors.
Building Relationships:

Successful selling often goes beyond a one-time transaction. Building long-term

relationships with customers is essential for repeat business and customer loyalty.
This relationship-building aspect is crucial in marketing management.

Integration with Marketing Strategy:

Selling activities should align with the broader marketing strategy. This includes
consistency in messaging, branding, and promotional efforts to create a cohesive
customer experience.
Marketing
Personnel
Faizan | 2020-cs-30
Introduction
Marketing personnel are the backbone of any successful marketing
campaign. They are responsible for developing, implementing, and
executing strategies that attract and engage customers, promote products
or services, and ultimately drive sales. In today's competitive marketplace,
having a skilled and experienced marketing team is essential for any
business that wants to thrive.
Who are Marketing Personnel?
Marketing personnel encompass a wide range of professionals with diverse
skill sets and specializations. Some common roles within a marketing
department include:

Marketing Managers: Oversee the entire marketing function, setting goals,

developing strategies, and managing budgets.

Brand Managers: Responsible for building and maintaining a company's

brand identity and reputation.
Product Marketing Managers: Focus on promoting specific products or
services to target audiences.

Content Marketing Specialists: Create and distribute engaging content

(e.g., blog posts, social media content, videos) to attract and educate
potential customers.

Digital Marketing Specialists: Leverage digital channels (e.g., search

engines, social media, email) to reach target audiences and track campaign
performance.

Market Researchers: Conduct market analysis to gather insights about

customer needs, preferences, and competitor activity.
Public Relations Specialists: Manage a company's public image and
relationships with the media.

Graphic Designers: Create visually appealing marketing materials (e.g.,

brochures, website graphics, social media posts).
What Do Marketing Personnel Do?
The specific duties of marketing personnel vary depending on their role and
specialization. However, some general tasks include:

Developing marketing strategies and plans: This involves conducting

market research, analyzing customer data, identifying target audiences, and
setting marketing goals.

Creating marketing campaigns: This may involve developing creative

content, designing email blasts, managing social media accounts, and
launching advertising initiatives.
Managing marketing budgets: Marketing personnel must allocate
resources effectively to ensure maximum return on investment (ROI).

Tracking and analyzing marketing performance: This involves measuring

the success of marketing campaigns and making data-driven decisions to
optimize results.

Staying up-to-date with the latest marketing trends and technologies: The
marketing landscape is constantly evolving, so marketing personnel must be
adaptable and willing to learn new skills.
Skills and Qualities of Effective
Marketing Personnel
Successful marketing personnel possess a blend of hard and soft skills,
including:

Strong communication and interpersonal skills: They can clearly articulate

ideas, both verbally and in writing, and build relationships with colleagues,
clients, and stakeholders.
Creativity and problem-solving skills: They can think outside the box to
develop innovative solutions to marketing challenges.

Analytical and data-driven mindset: They can interpret data and use
insights to inform their decision-making.

Project management skills: They can juggle multiple tasks and deadlines
effectively.

Organization and time management skills: They can prioritize their

workload and meet deadlines consistently.
Adaptability and willingness to learn: They are open to new ideas and
technologies and can adjust their approach as needed.

The Future of Marketing Personnel

The marketing field is constantly evolving, driven by technological
advancements and changing consumer behavior. As a result, marketing
personnel need to be prepared for the following:
Increased automation and use of artificial intelligence (AI): Repetitive
tasks will be automated, freeing up time for marketing personnel to focus on
strategic initiatives.

Greater emphasis on personalization and customer experience (CX):

Marketing will become more targeted and data-driven, with a focus on
creating personalized experiences for individual customers.

Rise of new marketing channels and technologies: Marketing personnel

will need to stay ahead of the curve and adopt new technologies like virtual
reality and augmented reality.
Focus on measurable results and ROI: Marketing campaigns will be held
accountable for their impact on the bottom line.

Conclusion
Marketing personnel play a vital role in driving business growth and
success. As the marketing landscape continues to change, the demand for
skilled and adaptable marketing professionals will only increase. By
continuously learning, developing new skills, and embracing innovative
approaches, marketing personnel can ensure they remain valuable assets in
the ever-evolving world of marketing.
Sale
Promotions
Ali Raza | 2020-cs-08
Sale Promotions
“Promotional activities that encourage customers for
immediate sales.”
Sale Promotion
➔ Goal is speeding the sales process and increasing sales volume.
➔ Produce best results when combined with other marketing activities
such as advertisements.
➔ Can’t overcome poor brand images, product deficiencies, or poor
training for salespeople.
Customer Oriented Sale Promotion
1. Samples: Offer of a free amount of a product or service delivered
door-to-door, sent in the mail, picked up in a store, attached to another
product, or featured in an advertising offer.

2. Coupons: Certificates entitling the bearer to a stated saving on the

purchase of a specific product: mailed, enclosed in other products or
attached to them, or inserted in magazine and newspaper ads.
Customer Oriented Sale Promotion
3. Cash Refund Offers (rebates): Provide a price reduction after purchase
rather than at the retail shop.

4. Price Packs (cents-off deals): Offers to consumers of savings off the

regular price of a product, flagged on the label or package.

5. Premiums (gifts): Merchandise offered at a relatively low cost or free as

an incentive to purchase a particular product.
Customer Oriented Sale Promotion
6. Frequency Programs: Programs providing rewards related to the
consumer’s frequency and intensity in purchasing the company’s products
or services.

7. Prizes (contests, sweepstakes, games): Prizes are offers of the chance to

win cash, trips, or merchandise as a result of purchasing something.

8. Free Trials: Inviting prospective purchasers to try the product without

cost in the hope that they will buy.
Customer Oriented Sale Promotion
9. Product Warranties: Explicit or implicit promises by sellers that the
product will perform as specified or that the seller will fix it or refund the
customer’s money during a specified period.

10. Tie-in Promotions: Two or more brands or companies team up on

coupons, refunds, and contests to increase pulling power.

11. Cross-Promotions: Using one brand to advertise another non

competing brand.
Customer Oriented Sale Promotion
12. Point-of-Purchase (P-O-P) Displays and Demonstrations: P-O-P
displays and demonstrations take place at the point of purchase or sale.
Trade Oriented Sale Promotion
➔ Price-Off (off-invoice or off-list): A straight discount off the list price
on each case purchased during a stated time period.
➔ Allowance: An amount offered in return for the retailer’s agreeing to
feature the manufacturer’s products in some way.
➔ Free Goods: Offers of extra cases of merchandise to intermediaries
who buy a certain quantity or who feature a certain flavor or size.
Sampling
“A promotional program that
allows the consumer the
opportunity to try a product or
service for free”
Sampling Techniques
➔ Door To Door delivery
➔ Direct Mail
➔ Packaging with another product
➔ Retail Store Demonstration
Coupons
“A certificate that entitles
customers to an immediate
reduction in price”

Rebate
“A cash refund given for the
purchase of a product during a
specific period”
Premium
“An extra item offered to the
customer, usually in exchange
for some proof of purchase”
Advantages of sales promotion
➔ It generates more customers.
➔ It retains current customers.
➔ It raises awareness.
➔ It gives a quick increase in sales.