What Are The Major Steps In Developing An Effective Marketing Program? Can You Develop A Communication Program For A Television Company For The Indian Market? How Effective Are Road Shows?
An effective marketing program should be developed with an appropriate mix of advertising, sales promotions, public relation, personal selling and direct marketing based on the resources of the company and the marketing objective. Road shows are effective for products that are new models and consumers need to be taught as to how to use them. Television in India is a matured product. Features of TV are not new to the consumers. Hence road-shows for TVs may not be a good idea. If the advertisements are rational highlighting only one or two features to position the TV or to strike a cord with the consumer — it is an effective marketing program.
