MARKETING MANAGEMENT

Marketing Management is a business discipline which is focused on the practical application of marketing techniques
and the management of a firm's marketing resources and activities. Rapidly emerging forces of globalization have
compelled firms to market beyond the borders of their home country making International marketing highly significant
and an integral part of a firm's marketing strategy.[1] Marketing managers are often responsible for influencing the
level, timing, and composition of customer demand accepted definition of the term. In part, this is because the role of
a marketing manager can vary significantly based on a business' size, corporate culture, and industry context. For
example, in a large consumer products company, the marketing manager may act as the overall general manager of
his or her assigned product [2] To create an effective, cost-efficient Marketing management strategy, firms must
possess a detailed, objective understanding of their own business and the market in which they operate.[3] In analyzing
these issues, the discipline of marketing management often overlaps with the related discipline of strategic planning.

STRUCTURE, UNDERSTANDING MM

Traditionally, marketing analysis was structured into three areas: Customer analysis, Company analysis,
and Competitor analysis (so-called "3Cs" analysis). More recently, it has become fashionable in some marketing circles
to divide these further into certain five "Cs": Customer analysis, Company analysis, Collaborator analysis, Competitor
analysis, and analysis of the industry Context.
Customer analysis is to develop a schematic diagram for market segmentation, breaking down the market into various
constituent groups of customers, which are called customer segments or market segmentation's. Marketing managers
work to develop detailed profiles of each segment, focusing on any number of variables that may differ among the
segments: demographic, psycho graphic, geographic, behavioral, needs-benefit, and other factors may all be
examined. Marketers also attempt to track these segments' perceptions of the various products in the market using
tools such as perceptual mapping.
In company analysis, marketers focus on understanding the company's cost structure and cost position relative to
competitors, as well as working to identify a firm's core competencies and other competitively distinct company
resources. Marketing managers may also work with the accounting department to analyze the profits the firm is
generating from various product lines and customer accounts. The company may also conduct periodic brand audits to
assess the strength of its brands and sources ofbrand equity.[4]
The firm's collaborators may also be profiled, which may include various suppliers, distributors and other channel
partners, joint venture partners, and others. An analysis ofcomplementary products may also be performed if such
products exist.
Marketing management employs various tools from economics and competitive strategy to analyze the industry
context in which the firm operates. These include Porter's five forces, analysis of strategic groups of competitors, value
chain analysis and others.[5] Depending on the industry, the regulatory context may also be important to examine in
detail.
In Competitor analysis, marketers build detailed profiles of each competitor in the market, focusing especially on their
relative competitive strengths and weaknesses usingSWOT analysis. Marketing managers will examine each
competitor's cost structure, sources of profits, resources and competencies, competitive positioning and product
differentiation, degree of vertical integration, historical responses to industry developments, and other factors.
Marketing management often finds it necessary to invest in research to collect the data required to perform accurate
marketing analysis. As such, they often conduct market research (alternately marketing research) to obtain this
information. Marketers employ a variety of techniques to conduct market research, but some of the more common
include:

Qualitative marketing research, such as focus groups

Quantitative marketing research, such as statistical surveys

Experimental techniques such as test markets

Observational techniques such as ethnographic (on-site) observation

Marketing managers may also design and oversee various environmental scanning and competitive
intelligence processes to help identify trends and inform the company's marketing analysis.

The Marketing Mix

(The 4 P's of Marketing)

Marketing decisions generally fall into the following four controllable categories:

Product

Price

Place (distribution)

Promotion

The term "marketing mix" became popularized after Neil H. Borden published his 1964 article, The Concept of the Marketing Mix.
Borden began using the term in his teaching in the late 1940's after James Culliton had described the marketing manager as a
"mixer of ingredients".
These four P's are the parameters that the marketing manager can control, subject to the internal and external constraints of the
marketing environment. The goal is to make decisions that center the four P's on the customers in the target market in order to
create perceived value and generate a positive response.

Product Decisions

The term "product" refers to tangible, physical products as well as services. Here are some examples of the product decisions to be
made:

Brand name

Functionality

Styling

Quality

Safety

Packaging

Repairs and Support

Warranty

Accessories and services

Price Decisions
Some examples of pricing decisions to be made include:

Pricing strategy (skim, penetration, etc.)

Suggested retail price

Volume discounts and wholesale pricing

Cash and early payment discounts

Seasonal pricing

Bundling

Price flexibility

Price discrimination

Distribution (Place) Decisions

Distribution is about getting the products to the customer. Some examples of distribution decisions include:

Distribution channels

Market coverage (inclusive, selective, or exclusive distribution)

Specific channel members

Inventory management

Warehousing

Distribution centers

Order processing

Transportation

Reverse logistics

Promotion Decisions
In the context of the marketing mix, promotion represents the various aspects of marketing communication, that is, the
communication of information about the product with the goal of generating a positive customer response. Marketing communication
decisions include:

Promotional strategy (push, pull, etc.)

Advertising

Personal selling & sales force

Sales promotions

Public relations & publicity

Marketing communications budget

Market Segmentation

The division of a market into different homogeneous groups of consumers is known as market segmentation.
Rather than offer the same marketing mix to vastly different customers, market segmentation makes it possible for
firms to tailor the marketing mix for specific target markets, thus better satisfying customer needs. Not all elements of
the marketing mix are necessarily changed from one segment to the next. For example, in some cases only the
promotional campaigns would differ.
A market segment should be:

measurable

accessible by communication and distribution channels

different in its response to a marketing mix

durable (not changing too quickly)

substantial enough to be profitable

A market can be segmented by various bases, and industrial markets are segmented somewhat differently from
consumer markets, as described below.

Consumer Market Segmentation

A basis for segmentation is a factor that varies among groups within a market, but that is consistent within groups.
One can identify four primary bases on which to segment a consumer market:

Geographic segmentation is based on regional variables such as region, climate, population density, and
population growth rate.

Demographic segmentation is based on variables such as age, gender, ethnicity, education, occupation,
income, and family status.

Psychographic segmentation is based on variables such as values, attitudes, and lifestyle.

Behavioral segmentation is based on variables such as usage rate and patterns, price sensitivity, brand
loyalty, and benefits sought.

The optimal bases on which to segment the market depend on the particular situation and are determined
by marketing research, market trends, and managerial judgment

Business Market Segmentation

While many of the consumer market segmentation bases can be applied to businesses and organizations, the different
nature of business markets often leads to segmentation on the following bases:

Geographic segmentation - based on regional variables such as customer concentration, regional industrial
growth rate, and international macroeconomic factors.

Customer type - based on factors such as the size of the organization, its industry, position in the value
chain, etc.

Buyer behavior - based on factors such as loyalty to suppliers, usage patterns, and order size.

Profiling the Segments

The identified market segments are summarized by profiles, often given a descriptive name. From these profiles, the
attractiveness of each segment can be evaluated and a target market segment selected.

MARKET TARGETING
A target market or target audience is a group of customers that the business has decided to aim
its marketing efforts and ultimately its merchandise.[1] A well-defined target market is the first element to a marketing
strategy. The target market and the marketing mix variables of product, place(distribution), promotion and price are
the two elements of a marketing mix strategy that determine the success of a product in the marketplace.
Once these distinct customers have been defined, a marketing mix strategy of product, distribution, promotion and
price can be built by the business to satisfy the target market.
Target Market Selection
Target marketing tailors a marketing mix for one or more segments identified bymarket segmentation. Target
marketing contrasts with mass marketing, which offers a single product to the entire market.

Two important factors to consider when selecting a target market segment are the attractiveness of the segment and
the fit between the segment and the firm's objectives, resources, and capabilities.
Attractiveness of a Market Segment
The following are some examples of aspects that should be considered when evaluating the attractiveness of a market
segment:

Size of the segment (number of customers and/or number of units)

Growth rate of the segment

Competition in the segment

Brand loyalty of existing customers in the segment

Attainable market share given promotional budget and competitors' expenditures

Required market share to break even

Sales potential for the firm in the segment

Expected profit margins in the segment

Market research and analysis is instrumental in obtaining this information. For example, buyer intentions, salesforce
estimates, test marketing, and statistical demand analysis are useful for determining sales potential. The impact of
applicable micro-environmental and macro-environmental variables on the market segment should be considered.
Note that larger segments are not necessarily the most profitable to target since they likely will have more
competition. It may be more profitable to serve one or more smaller segments that have little competition. On the
other hand, if the firm can develop a competitive advantage, for example, via patent protection, it may find it
profitable to pursue a larger market segment.

Suitability of Market Segments to the Firm

Market segments also should be evaluated according to how they fit the firm's objectives, resources, and capabilities.
Some aspects of fit include:

Whether the firm can offer superior value to the customers in the segment

The impact of serving the segment on the firm's image

Access to distribution channels required to serve the segment

The firm's resources vs. capital investment required to serve the segment

The better the firm's fit to a market segment, and the more attractive the market segment, the greater the profit
potential to the firm.

Target Market Strategies

There are several different target-market strategies that may be followed. Targeting strategies usually can be
categorized as one of the following:

Single-segment strategy - also known as a concentrated strategy. One market segment (not the entire
market) is served with one marketing mix. A single-segment approach often is the strategy of choice for
smaller companies with limited resources.

Selective specialization- this is a multiple-segment strategy, also known as a differentiated strategy.

Different marketing mixes are offered to different segments. The product itself may or may not be different - in
many cases only the promotional message or distribution channels vary.

Product specialization- the firm specializes in a particular product and tailors it to different market
segments.

Market specialization- the firm specializes in serving a particular market segment and offers that segment
an array of different products.

Full market coverage - the firm attempts to serve the entire market. This coverage can be achieved by
means of either a mass market strategy in which a single undifferentiated marketing mix is offered to the
entire market, or by a differentiated strategy in which a separate marketing mix is offered to each segment.

A firm that is seeking to enter a market and grow should first target the most attractive segment that matches its
capabilities. Once it gains a foothold, it can expand by pursuing a product specialization strategy, tailoring the product
for different segments, or by pursuing a market specialization strategy and offering new products to its existing market
segment.
Another strategy whose use is increasing is individual marketing, in which the marketing mix is tailored on an
individual consumer basis. While in the past impractical, individual marketing is becoming more viable thanks to
advances in technology

PRICING STRATGIES
Pricing is the process of determining what a company will receive in exchange for its products. Pricing factors are
manufacturing cost, market place, competition, market condition, and quality of product. Pricing is also a key variable
in microeconomic price allocation theory. Pricing is a fundamental aspect of financial modeling and is one of the four
Ps of the marketing. The other three aspects are product, promotion, and place. Price is the only revenue generating
element amongst the four Ps, the rest being cost centers.
Pricing is the manual or automatic process of applying prices to purchase and sales orders, based on factors such as: a
fixed amount, quantity break, promotion or sales campaign, specific vendor quote, price prevailing on entry, shipment
or invoice date, combination of multiple orders or lines, and many others. Automated systems require more setup and
maintenance but may prevent pricing errors. The needs of the consumer can be converted into demand only if the
consumer has the willingness and capacity to buy the product. Thus pricing is very important in marketing.
There are many ways in which the price of a product can be determined. The following are the foremost strategies that
businesses are likely to use.
Competition-based pricing
Setting the price based upon prices of the similar competitor products.
Competitive pricing is based on three types of competitive product:
Products have lasting distinctiveness from competitor's product. Here we can assume

The product has low price elasticity.

The product has low cross elasticity.

The demand of the product will rise.

Products have perishable distinctiveness from competitor's product, assuming the product features are
medium distinctiveness.
Products have little distinctiveness from competitor's product. assuming that:

The product has high price elasticity.

The product has some cross elasticity.

No expectation that demand of the product will rise.

Cost-plus pricing
Cost-plus pricing is the simplest pricing method. The firm calculates the cost of producing the product and adds on a
percentage (profit) to that price to give the selling price. This method although simple has two flaws; it takes no
account of demand and there is no way of determining if potential customers will purchase the product at the
calculated price.
This appears in 2 forms, Full cost pricing which takes into consideration both variable and fixed costs and adds a %
markup. The other is Direct cost pricing which is variable costs plus a % markup, the latter is only used in periods of
high competition as this method usually leads to a loss in the long run.

Creaming or skimming
Selling a product at a high price, sacrificing high sales to gain a high profit, therefore skimming the market. Usually
employed to reimburse the cost of investment of the original research into the product commonly used in electronic
markets when a new range, such as DVD players, are firstly dispatched into the market at a high price. This strategy is
often used to target "early adopters" of a product or service. These early adopters are relatively less price-sensitive
because either their need for the product is more than others or they understand the value of the product better than
others. This strategy is employed only for a limited duration to recover most of investment made to build the product.
To gain further market share, a seller must use other pricing tactics such as economy or penetration. This method can
come with some setbacks as it could leave the product at a high price to competitors.

Limit pricing

A limit price is the price set by a monopolist to discourage economic entry into a market, and is illegal in many
countries. The limit price is the price that the entrant would face upon entering as long as the incumbent firm did not
decrease output. The limit price is often lower than the average cost of production or just low enough to make entering
not profitable. The quantity produced by the incumbent firm to act as a deterrent to entry is usually larger than would
be optimal for a monopolist, but might still produce higher economic profits than would be earned under perfect
competition. The problem with limit pricing as strategic behavior is that once the entrant has entered the market, the
quantity used as a threat to deter entry is no longer the incumbent firm's best response. This means that for limit
pricing to be an effective deterrent to entry, the threat must in some way be made credible. A way to achieve this is
for the incumbent firm to constrain itself to produce a certain quantity whether entry occurs or not. An example of this
would be if the firm signed a union contract to employ a certain (high) level of labor for a long period of time.

Loss leader

Loss Leader: Basic Concept In the majority of cases, this pricing strategy is illegal under EU and US Competition
rules. No market leader would wish to sell below cost unless this is part of its overall strategy. The idea of selling at a
loss may appear to be in the public interest and therefore not often challenged. Only when the leader pushes up
prices, it then becomes suspicious. Loss leadership can be similar to predatory pricing or cross subsidization; both
seen as anti-competitive practices.

Market-oriented pricing

Setting a price based upon analysis and research compiled from the targeted market.

Penetration pricing

The price is deliberately set at low level to gain customer's interest and establishing a foot-hold in the market. [2]

Price discrimination

Setting a different price for the same product in different segments to the market. For example, this can be for
different ages or for different opening times, such as cinema tickets.

Premium pricing

Premium pricing is the practice of keeping the price of a product or service artificially high in order to encourage
favorable perceptions among buyers, based solely on the price. The practice is intended to exploit the (not necessarily
justifiable) tendency for buyers to assume that expensive items enjoy an exceptional reputation or represent
exceptional quality and distinction.

Predatory pricing

Aggressive pricing intended to drive out competitors from a market. It is illegal in some places.
Contribution margin-based pricing

Contribution margin-based pricing maximizes the profit derived from an individual product, based on the difference
between the product's price and variable costs (the product's contribution margin per unit), and on ones assumptions
regarding the relationship between the products price and the number of units that can be sold at that price. The
product's contribution to total firm profit (i.e., to operating income) is maximized when a price is chosen that
maximizes the following: (contribution margin per unit)X (number of units sold).

Psychological pricing

Pricing designed to have a positive psychological impact. For example, selling a product at $3.95 or $3.99, rather than
$4.

Dynamic pricing

A flexible pricing mechanism made possible by advances in information technology, and employed mostly by Internet
based companies. By responding to market fluctuations or large amounts of data gathered from customers - ranging
from where they live to what they buy to how much they have spent on past purchases - dynamic pricing allows online
companies to adjust the prices of identical goods to correspond to a customers willingness to pay. The airline industry
is often cited as a dynamic pricing success story. In fact, it employs the technique so artfully that most of the
passengers on any given airplane have paid different ticket prices for the same flight.

Price leadership

An observation made of oligopic business behavior in which one company, usually the dominant competitor among
several, leads the way in determining prices, the others soon following.

Target pricing

Pricing method whereby the selling price of a product is calculated to produce a particular rate of return on investment
for a specific volume of production. The target pricing method is used most often by public utilities, like electric and
gas companies, and companies whose capital investment is high, like automobile manufacturers.
Target pricing is not useful for companies whose capital investment is low because, according to this formula, the
selling price will be understated. Also the target pricing method is not keyed to the demand for the product, and if the
entire volume is not sold, a company might sustain an overall budgetary loss on the product.

Absorption pricing

Method of pricing in which all costs are recovered. The price of the product includes the variable cost of each item plus
a proportionate amount of the fixed costs. A form of cost plus pricing

High-low pricing

Method of pricing for an organization where the goods or services offered by the organization are regularly priced
higher than competitors, but through promotions, advertisements, and or coupons, lower prices are offered on key
items. The lower promotional prices are targeted to bring customers to the organization where the customer is offered
the promotional product as well as the regular higher priced products. [3]

Marginal-cost pricing

In business, the practice of setting the price of a product to equal the extra cost of producing an extra unit of output.
By this policy, a producer charges, for each product unit sold, only the addition to total cost resulting from materials
and direct labor. Businesses often set prices close to marginal cost during periods of poor sales. If, for example, an
item has a marginal cost of $1.00 and a normal selling price is $2.00, the firm selling the item might wish to lower the
price to $1.10 if demand has waned. The business would choose this approach because the incremental profit of 10
cents from the transaction is better than no sale at all.

Advertising

Advertising is a form of communication used to persuade an audience (viewers, readers or listeners) to take some
action with respect to products, ideas, or services. Most commonly, the desired result is to drive consumer behavior
with respect to a commercial offering, although political and ideological advertising is also common

MAJOR DECISIONS \The Five M of Advertising In developing a program, marketing managers must

always start by identifying the target market and the buyers motives. Then they can make the five major decisions
in developing an advertising program, known as the five Ms, viz.

Mission: what are the advertising objectives?

Money: how much can be spent?

Message: what message can be sent?

Media: what media should be used

Measurement: how should the results is evaluated?

Mission or Setting the Advertising Objectives

Advertising Objectives can be classified as to whether their aim is:
To inform: This aim of Advertising is generally true during the pioneering stage of a product category, where the
objective is building a primary demand.
This may include:

Telling the market about a new product

Suggesting new uses for a product

Informing the market of a price change

Informing how the product works

Describing available services

Correcting false impressions

Reducing buyers

Setting the Advertising Budget

Organizations use several methods for determining advertising budgets including:

Percentage of Sales
What is Affordable
Best Guess Companies entering new markets often lack knowledge of how much advertising is needed to achieve
their objectives. In cases where the market is not well understood, marketers may rely on their best judgment.

What do advertisers mean by strategy?

Advertisers create
messages
to
accomplish
specific
objectives,
a
process
called
strategic
planning. Advertisers determine what you want accomplished, decide on strategies to go about accomplishing, and
implementing tactics which make the plan come to life. Advertising involves many different strategies.
1.

First there must be a strategic business plan that deals with the broadest decisions made by the
organization.

2.

Next advertisers have marketing strategies that will identify key advantages for the product or firm in the
marketplace.

3.

Lastly there are advertising strategy decisions that are made which are crucial to all advertising situations.

4.

Advertisers must set objectives and identify the target audience.

5.

The advertising product must be compared to competing products features.

6.

The product must be positioned so that it is welcomed in the marketplace by consumers.

7.

Finally the advertisers must create a brand image and personality for the product.

ADVERTISING EVALUATION
Once the advertising campaign is over, companies normally evaluate it compared to the established
goals. An effective tactic in measuring the usefulness of the advertising campaign is to measure the preand post-sales of the company's product.
In order to make this more effective, some companies divide up the country into regions and run the
advertising campaigns only in some areas. The different geographic areas are then compared
(advertising versus non advertising), and a detailed analysis is performed to provide an evaluation of the
campaign's effectiveness. Depending on the results, a company will modify future advertising efforts in
order to maximize effectiveness.

Sales promotion

is one of the four aspects of promotional mix. (The other three parts of
the promotional mix are advertising, personal, and publicity/public relations.) Media and non-media
marketing communication are employed for a pre-determined, limited time to increase consumer
demand, stimulate market demand or improve product availability. Examples
include contests, coupons, freebies, loss leaders, point of purchase displays, premiums, prizes, product
samples, and rebates
Sales promotions can be directed at either the customer, sales staff, or distribution channel members
(such as retailers). Sales promotions targeted at the consumer are called consumer sales promotions.
Sales promotions targeted at retailers and wholesale are called trade sales promotions. Some sale
promotions, particularly ones with unusual methods, are considered gimmicks by many.

Objectives of Sales Promotion

Sales promotion is a tool used to achieve most of the five major promotional objectives discussed in
the Decisions tutorial:
Building Product Awareness
Creating Interest
Providing Information
Stimulating Demand
Reinforcing the Brand
Tools of Sales Promotion
Free Samples
Free samples are a no-risk way for a customer to try a new product before making a buying decision. A
common method used by manufacturers is to send a small package of a new laundry detergent to
households via postal mail. The manufacturer typically includes coupons as a way to encourage
purchases in the future.

Promotional Periods
A promotional period allows a customer to use a product for free for a specified period of time, such as
30 days. Television infomercials use promotional or guarantee periods as an inducement to purchase a
product. If the buyer takes no action to cancel the purchase or return the product during the promotional
period, the customer is billed automatically or a charge is made to her credit card.
Point of Purchase Displays

Point of purchase displays is used in retail stores to catch the attention of a shopper. The selected
products may be sale items but may also be seasonal or high-demand merchandise. The displays
are built in a prominent location such as on an aisle end or at the front of the store near the

entrance. The store may also place signs at the product's normal shelf locations.
Sales

A sale is a reduction in the price of a product for a specified period of time. Sales are used by
manufacturers to gain new users or to increase market share. They also generate traffic in a
retail establishment. Sales can result in off-season purchases that normally would not occur, such
as a hardware store offering snow blowers at 50 percent off in the middle of summer.

Rebates and Coupons

Rebates provide customers with a return of their purchase price, such as when a cell phone
manufacturer offers a mail-in rebate for the purchase of a new phone. Coupons provide a
reduction in the price of a product and are applied during the sales transaction. Coupons can be
found in newspaper supplements or even on product packages.

How to Develop a Sales Promotion

1.

2.

3.

4.

5.
6.

7.

List your product's attributes. Focus on the features that make your product different
from similar products. Here are some examples: Your product possesses a specific benefit
that competing products lack; your product comes in a popular larger size; or your
product has just been praised by a major celebrity. All of these positive qualities can be
used to promote and increase sales of your product.
Examine your target market. Identify those consumer groups likely to use your product.
Depending on the product, you may have one target market (example: ladies'
pantyhose); or you could have several markets (example: hiking boots with built-in
antimicrobial insoles). List nontraditional markets that can also benefit from your product.
Analyze your competitors' tactics. Before you can "pull away from the pack," you need to
see where the pack is running. Look at local advertisements, point of purchase offers and
other promotional tactics your competition is using to sell similar products. If possible,
make a few anonymous visits to gauge the product's sales for yourself.
Develop a "win-win" sales promotion. Using the information you've gathered about your
product, market and competitors, develop a sales promotion that benefits both the
retailer and the customer. Here are two examples: Develop a customer loyalty card
program with a truly exceptional reward for completing the loyalty card (e.g., a certificate
for a free massage from a health product manufacturer). Another "win-win" sales
promotion may offer a complete bicyclist clothing package with the purchase of a higher
end bicycle.
Inform and enthuse your employees. A key element of a successful sales promotion is the
contagious attitude of employees toward the product. If they use and love the product,
they will be happy to communicate that value to the customers.
Develop criteria for the promotion's success. Before you implement the sales promotion,
identify a quantitative measure of its success. This achievement might come in the form
of higher sales dollars, new customers signed up for a long-term service plan or other
objective criteria.
Implement the promotion. First, ensure that you have plenty of the targeted product on
hand. Next, highlight the product (and the promotional enticement) with store graphics
and promotional supplies provided by the manufacturer. Make sure the product's benefits
are communicated by the displays and by your employees. One unconventional tactic is
to hire an outgoing costumed version of the product, station her in the parking lot and
task her with waving customers into the store.

Public relations (PR)

a field concerned with maintaining a public image for businesses, nonprofit organizations or high-profile people, such as celebrities and politicians.

Public Relations Tools - PR

PRINT MEDIA Most of the efforts chapters make in public relations are through forms of print media,
primarily newspapers. These are usually the most visible outlets on college campuses, especially school
newspapers, and in the local community.
PRESS RELEASE The press release is the most common material provided to media outlets.
These documents provide a brief, yet thorough, description of an upcoming activity, whether it is rush or

a service project.
PHOTOGRAPHS There are usually two types of photographs in publicity portrait shots, where
people pose for the camera and smile, and candids, where the subjects are doing something.
CASES HISTORIES/ STUDIES Case studies which show a good image of the company are shared with
the media/ investors, community etc. Books on Making of Asoka, Making of Lagan, Amitabh Bacchan- A
book by Jaya Bachchan EDITORIALS No money, high credibility, however no control over message.
ADVERTORIALS Advertisement + Editorial. Control over message, pay lesser than an advertisement. It
is a strategic tool, but should not be used too often.
INTERVIEWS/FEATURES Meeting journalists. Here there is lot of room for different interpretations. More
often than not, press releases will not be printed verbatim. Even though your media contact will likely
rewrite them, possibly including additional quotes or information they research on their own your press
releases should be written well enough. However, there are also times that a press release will encourage
a reporter to do more, such as conduct a full interview with chapter members or write a feature article on
an upcoming project. While doing sponsorships one should try to brand it with the event simultaneously.
BROCHURE A booklet published by the organization which contains the organizations background, its
ethics, vision, mission, its past, present and future projects, its USP, etc.: brochure given to new
employees to give them a gist of the organization.
POSTER AND CALENDAR Any poster or calendar used to achieve a public relations objective.
WRITTEN SPEECH The typewritten or printed text of a speech given to achieve a public relations
objective.
INTERNAL NEWSLETTERS AND PUBLICATIONS ICICI has their internal Newsletters, in which
information about the company, its profits, employees etc. is given.

EVENT AND PRESS SUPPOR Special events are acts of news development. The ingredients are
time, place, people, activities, drama, showmanship; one special event may have many subsidiary
events, such as luncheons, banquets, contests, speeches, and many others as part of the build up.
LETTERS TO THE EDITOR Submitting these articles does not require a media contact. This also gives
an opportunity for any member to submit a letter on their chapter for printing in a local or campus
newspaper.
ANALYSTS BRIEF One tells about the company, what the company is doing. It is done to influence the
stock buyers, analysts, employees and media.
CORPORATE ADVERTISING If you believe the image of the company is good i.e. that trustworthy,
reliable one, then you can use that as a PR tool. E.X.Aditya Birla Group, Om Kotak Mahindra ad.
CONFERENCES AND SEMINARS Om Kotak doing many seminars. It contacts associations and tells
them to give numbers of their members so that they can talk to them. The members are contacted
through telephones and asked to attend seminar on General Insurance. In the seminar they talk on
General Insurance for 20 minutes and then the next 10 minutes they talk about the company
products.Pharma Companies when they do any research say for example, diabetic research, they would
launch the product and before or after the launch they would call doctors for a conference to discuss
about the research
INTERNET: This one medium has helped transform the whole business of marketing and public relations.
In a way, it gives any organization the ability to promote them without having to rely solely on
other media outlets. Websites and e-mail are the two most common methods to use the Internet for PR
purposes.

WEBSITE
A chapter website should not only be designed to serve as a resource for members, but it should also
present a positive message to nonmembers just "browsing through. Brief descriptions of chapter history,
past projects and activities, and long-standing relationships with other organizations may give an
outsider a positive impression of the fraternity. Like the newsletter, information for members shouldn't
just inform, it should also encourage involvement and develop enthusiasm.
E-MAIL
Today, this has become the most common method used for communication between fraternity members.
It can also be used to promote a chapter to fellow students and others, but it should be used carefully.
AUDIO AND VISUAL:
This division includes any audio or audio/visual presentation or program which serves a :Public Relations
objective. Audio presentation. Any sound-only program, including telephone hot lines and other recorded
messages, radio programs, public service announcements and audio news releases. Audio/Visual
Presentation. Any internal or external audio-visual presentation using still illustrations, with or without
sound, using one or more projectors. Film Or Video. Any film or video which presents information to an
organization's internal audiences.
NEWS AND PUBLICITY:
News is something that interests many people today. From the point of view of THE TIMES OF INDIA, that
means the national readers of THE TIMES OF INDIA and the metropolis readers of THE BOMBAY TIMES,
etc. From the point of view of THE INDIAN EXPRESS, it means all the people interested in hardcore
content and no masala. Every medium has a news standard of its own, and that is the criterion the
publicist goes by in attempting to address publicity to the public through that medium;
SPECIAL EVENTS:
Special events are acts or news development. The ingredients are time, place, people, activities, drama,
and showmanship. One special event may have many subsidiary events, such as luncheons, banquets,
contests, speeches, and many others, as part of the build-up. The special event is the coup de matre of
publicity, propaganda, and public relations.