Upload
hinto
View
37
Download
1
Embed Size (px)
DESCRIPTION
Department of Marketing Patuakhali Science and Technology University. Strategic Marketing for Nonprofit Organizations. Afjal Hossain Assistant Professor. Department of Marketing Patuakhali Science and Technology University. Chapter 18. - PowerPoint PPT Presentation
Citation preview
Strategic Marketing for Nonprofit Organizations
Department of MarketingPatuakhali Science andTechnology University
Afjal HossainAssistant Professor
Managing Communications: Advertising and Personal Persuasion
Department of MarketingPatuakhali Science andTechnology University
Chapter 18
Department of MarketingPatuakhali Science andTechnology University
Message Carrying Tools
1. Paid advertising2. Unpaid advertising3. Joint advertising4. Promotions5. Publicity6. Personal persuasion
Department of MarketingPatuakhali Science andTechnology University
Excessive Reliance on Advertising
1. Advertising and promotions are not relied upon as the only way
2. The objectives for advertising and promotion are within the nonprofits reach
3. There is a careful consideration of the ethical implications of advertising
Department of MarketingPatuakhali Science andTechnology University
Advertising
Advertising consists of non-personal forms of communication conducted through paid media under clear sponsorship. It involves:1. Magazines and/ or newspapers2. Radio and/ or television3. Outdoor media4. Novelties5. Cards6. Catalogues7. Directories and/ or references etc
Department of MarketingPatuakhali Science andTechnology University
Advertising : Nonprofit Organization
1. Political advertising2. Social cause advertising3. Charitable advertising4. Government advertising5. Private nonprofit advertising6. Association advertising
Department of MarketingPatuakhali Science andTechnology University
Development of an Advertising Program
1. Setting advertising objectives2. Advertising budget determination3. Message decision4. Media selection5. Advertising evaluation
Department of MarketingPatuakhali Science andTechnology University
Development of an Advertising Program: Setting advertising objectives
1. Defining the target market2. Target response3. Target reach and frequency
Department of MarketingPatuakhali Science andTechnology University
Development of an Advertising Program: Advertising Budget Determination
1. Affordable approach2. Percentage of sales approach3. Competitive parity approach4. Objective and task approach
Department of MarketingPatuakhali Science andTechnology University
Development of an Advertising Program: Media Selection
1. Choosing among major media categories2. Choosing among specific media vehicles3. Timing
Choosing among major media categories4. Target audience media habits5. Product, service or behavior6. Message 7. Cost
Department of MarketingPatuakhali Science andTechnology University
Development of an Advertising Program: Media Selection
Direct Mail: Advantages1. Very focused2. Private and confidential3. Not forbidden to government agencies4. Cost per contact and cost per response5. Results are quite clearly measurable6. Proposed strategies are very feasible7. Behavior
Department of MarketingPatuakhali Science andTechnology University
Development of an Advertising Program: Media Selection
Internet: Advantages1. Track performance minute by minute2. Message can be changed3. Tailored to “segments of one”4. Messages can be inexpensively rotated
Department of MarketingPatuakhali Science andTechnology University
Development of an Advertising Program: Media Selection
Selecting specific media vehicles:1. Credibility2. Prestige3. Availability of geography4. Occupational editions5. Reproduction quality6. Editorial climate7. Lead time8. Psychological effect
Department of MarketingPatuakhali Science andTechnology University
Development of an Advertising Program: Media Selection
Deciding on media timing:1. Macro problem2. Micro problem
3 possible patterns• Burst advertising• Continuous advertising• Intermittent advertising
Department of MarketingPatuakhali Science andTechnology University
Development of an Advertising Program: Media Selection
Factors considering on media timing:1. Audience turnover2. Behavior frequency3. Forgetting rate
Department of MarketingPatuakhali Science andTechnology University
Development of an Advertising Program: Advertising Evaluation
Components of advertising evaluation:1. Copy testing2. Media testing3. Expenditure-level testing
Department of MarketingPatuakhali Science andTechnology University
Development of an Advertising Program: Advertising Evaluation
Methods of ad pretesting:1. Comprehension testing2. Formal questionnaires3. Portfolio recall test4. Psychological test5. Focus-group interviews
Department of MarketingPatuakhali Science andTechnology University
Development of an Advertising Program: Advertising Evaluation
Methods of ad post testing:1. Recall tests2. Recognition tests
• Noted• Seen/ associated• Read most
3. Direct response
Department of MarketingPatuakhali Science andTechnology University
Personal Marketing
Attempts by an organizational staff member or volunteer to use personal influence to affect target audience member behavior.3 distinctive qualities:1. Personal contact2. Cultivation3. Response
Department of MarketingPatuakhali Science andTechnology University
Personal Marketing: Establishing personal influence objectives
1. Prospecting2. Communicating3. Persuading4. Servicing5. Information gathering
Department of MarketingPatuakhali Science andTechnology University
Personal Marketing: Establishing personal influence objectives
Selecting personal communicators:1. A high level energy2. Abounding self confidence3. A chronic hunger for rewards4. A well-established habit of industry5. A state of mind that regards each objection, resistance
and obstacle as a challenge
Department of MarketingPatuakhali Science andTechnology University
Personal Marketing: Establishing personal influence objectives
Training personal representatives:1. Books2. Cassettes3. Other materials
Department of MarketingPatuakhali Science andTechnology University
Personal Marketing: Establishing personal influence objectives
Training personal representatives: Order tasks assumptions1. Target audience members are aware of their own needs2. They cannot be influenced or would resent any attempt
at influence3. They prefer personal communicators who are
courteous and self-effacing
Department of MarketingPatuakhali Science andTechnology University
Relationship Marketing
Building long-term relationships where the target audience member is encouraged to continue his/ her involvement with the marketer. It is-1. Easier2. Most cost-effective
Department of MarketingPatuakhali Science andTechnology University
Internal Marketing: Approaches
1. The marketing manager or a marketing staffer should be part of the training program of every potential personal staff communicator
2. Numerous examples should be collected of what makes for good and bad personal interaction
3. There should be regular auditing of these key staff members’ performance on these dimensions
4. In-house media and organization-wide meetings should be used routinely to publicize exceptional public-friendly acts
Thank You
Make Presentation much more fun