Module-7-Business Marketing-VTU Syllabus

8/20/2019 Module-7-Business Marketing-VTU Syllabus

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Advertisement, Sales

promotion and public strategy


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• The use of advertising in theindustrial market

•

Reaching buying inuencers• Creating awareness

• Enhancing the sales call

• ncreasing overall sales e!ciency

• Supporting channel mebers


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• ndustrial advertising media

– "eneral business and trade publications

–

#irectory advertising – Consumer media

– #irect marketing

• #irect mail

• Telemarketing

• Catalogs and data sheets


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• The use of sales promotion in theindustrial market

– Trade shows

• Reaching the target audience

• Allocating funds

– $remiums, incentives and specialty

advertising


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• The use of publicity in industrialmarket


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• #eveloping the industrialpromotional program

– Advertising ob%ectives


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• Appropriate advertising funds


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– Rule of thumb

– &b%ective task


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• #eveloping message strategy


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– dentifying audience needs

– 'eep the message to important speci(cs

– Case histories

– Testimonials

– Short stories

– Audience participation

– Straight e)position


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• #eveloping the media plan

– Reach

–

*re+uency – Continuity

– edia selection

• Circulation, editorial content and cost

• Controlled circulation

– Scheduling


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• Evaluating the advertisement plan

– The need for pre-planning

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ndustrial advertisement agencies• ntegrated promotional plan


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Documents

Module-7-Business Marketing-VTU Syllabus