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Marketing

Daksha Kovle

Diana Pereira

Nisha Phatak

Rahul Telure

Sonal Kubal

Vinod Apte

Varada Nandanwadkar

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Advertising

Advertising is any paid form of non-personal

presentation and promotion of ideas, goods or services

by an identified sponsor.

Thus, Advertising is a powerful communicating force

& a vital marketing tool-helping to sell goods, services,

images & ideas through channels of information &

persuasion.

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History Of Advertising

Three forms of advertising were used prior to the timethe printing press began to open the door to thedevelopment of modern mass communicationmedia.Namely,

Trademarks

Craftsmen used to place their individual marks on goodssuch as pottery & as the reputations of one particular

artisan spread by word of mouth,buyers came to lookfor his distinctive mark.

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Signs

Each little shop had an inscription on the wall next to

entrance to tell the passerby which shop it was.(e.g

wine,pottery,bread etc)

Town Criers

Men were paid to circulate through streets announcingthe citizens of important news & other public events.

Paying people to hold signs is

one of the oldest forms of

advertising.

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Types Of Advertising

Standard Advertising

This type of advertising attempts to persuade us topurchase certain products & services.

The motive is to sell & to create in the consumer theneed & desire for a product.

Primary & Selective demand Advertising

Primary demand advertising is designed to stimulatedemand for a category of product. E.g jute & products

made from jute whereas, Selective demand is intended tostimulate demand for individual brands.E.g jute bags ofa particular company.

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Co-Operative Advertising

Co-operative advertising promotes products of two ormore firms that share the cost of advertising. E.g Amanufacturer and a few retailers may advertise for aproduct & share the cost of advertising.

Social Advertising

It is a type of public relations advertising & it as such

has non-product,non-profit perspective.The main focusis on some matter of social importance.

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Functions Of Advertising

To stimulate consumer attention to advertised brand.

To influence favourably the consumers perception of the

advertised brand.

To facilitate consumer retention of the advertised brand. To create favourable attitude towards the brand.

To generate search & purchase behaviour towards the

advertised brand.

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Objectives Of Advertising

Objectives of advertising can be broadly classified as

Informative Advertising

It appears mostly in the introductory phase where themarketer is trying to introduce the product to themarket.

Persuasive Advertising

It assumes importance in a competitive stage where acompanys objective is to build a demand for the

product.Reminder Advertising

It is of importance in the maturity stage of the productto keep the consumers think about the product.

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Impact of Advertising

Advertising has an important effect on a countrys

economy, society, culture, and political system.

Economic Impact

Social Impact

Cultural Impact

Political Impact

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Forms of Advertising

Media

Covert Advertising

Television Commercials

Newer media and advertising approaches

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Forms of Advertising

Hoarding outside the

railway station

Magazine Ad in 2003

Ads on Trains

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GlobalAdvertising

Advertising has gone through five major stages of

development: domestic, export, international, multi-

national, and global.

Four, potentially competing, business objectives.

Three primary and fundamentally different approaches

to the development of global advertising executions

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What is CRM?

Customer Relationship Management is defined by

four elements of a simple frame-work:

Know

Target

Sell

Service

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CRM Three views

Technology Centric

CRM is the tool that enables the integration of informationmanagement system so that a wide range of data aboutcustomer spread in enterprise can be used to plan,schedule and control pre-sales and post-sales activity.

Customer lifecycle centric

CRM is a comprehensive approach for creating,maintaining and expanding customer relationship.

Strategy Centric

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Why CRM?

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Why CRM is required?

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Comparison of CRM withTraditionalMarketing

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Five Major Life Phases

Prospect

Responder

New Customer

Established Customer

High School Marriage Children Working Retired

Former Customer

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CRM is a two stage concept

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Oracle is no.1 in CRM Application

Oracle CRM, which now includes Siebel, is the world'sleading solution for maximizing the value of yourcustomer relationships.

Only Oracle lets you take advantage of your rapidly

changing business environment. Only Oracle is certifying all of its enterprise CRM

applications.

Oracle CRM is the most-comprehensive, best-selling,and most-implemented CRM solution available today.

Oracle (including Siebel) as the software provider in 60percent of CRM projects implemented in 2005.

Oracle as the market-share leader in 27 (82 percent) of33 industries surveyed.

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Thank You