This is the ppt translation of the forth & final part of 25 keys to sales & marketing, an audio portable MBA course, which has been developed by New York Times publishing, with the contribution of some of the best known business academicians and practitioners of the contemporary world. This is only a reproduced graphical version of the same with no commercial motive. It has been developed for better self learning and for assistance to the large community of several business practitioners & students, who are in constant pursuit for quality stuff on-line.

1. This is the ppt translation of the forth & final part of 25 keys to sales & marketing, an audio portable MBA course, which has been developed by New York Times publishing, with the contribution of some of the best known business academicians and practitioners of the contemporary world. This is only a reproduced graphical version of the same with no commercial motive. It has been developed for better self learning and for assistance to the large community of several business practitioners & students, who are in constant pursuit for quality stuff on-line. - Saurabh To find more stuff on business & marketing, visit – www.saurabhpassion.blogspot.com

4. TYPES OF ADVERTISING INFORMATIVE PERSUASIVE REMINDER COMPARATIVE NON-COMPARATIVE ONE SIDED TWO SIDED 1 2 3 4

5. TYPES OF ADVERTISING & THEIR GOALS INFORMATIVE PERSUASIVE REMINDER COMPARATIVE NON-COMPARATIVE ONE SIDED TWO SIDED GOAL – 1 To alert the consumers about a new product or service. Goal – 2 Information about the product or service, so that its need & want is created. This type of Advertising is important after the product or service has been purchased with a goal to stay in the minds of customers.

6. TYPES OF ADVERTISING & THEIR GOALS INFORMATIVE PERSUASIVE REMINDER COMPARATIVE NON-COMPARATIVE ONE SIDED TWO SIDED Goal of persuasive advertising is to influence purchase. Market competitor is mentioned for comparison in attributes. Market competitor is not mentioned in the advertising. Well suited for market leaders. Only favorable attributes are mentioned about a product or service. Such advertising mentions product limitations on unimportant attributes. Builds credibility.

7. ADVERTISING PITFALLS Excessive Advertising Celebrity Endorsement Exaggeration in Ads Can lead to wear out of campaign Causes (-)ve impression & cause annoyance due to excessive repetition. Celebrities often sell a multitude of products. Consumer attributes his link with brand as a function of money, rather than a real liking for the merchandise. Their image may become controversial, hence making their endorsement useless or even fatal some times. Incongruence/misfit between Celebrity & the product. Temptation to exaggerate the characteristics & performance of a product /service in advertising is taken as false and puffery content; & isn’t acknowledged through purchase.

12. Target customer Product Price Place Promotion