1. INFORMATION SCIENCE & LIBRARY MANAGEMENT
WELCOME TO OUR PRESENTATION
GROUP NO : C
Prepared for-
Md . Maidul Islam
Lecturer, Dept. of Information Science & Library Management
University of Dhaka
INFORMATION SCIENCE & LIBRARY MANAGEMENT 1

2. fsfssff Discussed about….. fsafsaff Currents Trends of Promotional
Strategies for Library Products and
Services
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3. our group members- NAME ROLL 1. Md. Atikul Islam 12 2.
ABU SYED MD. SABBIR HOSSEN 11 3.
Afsana Zaman 24 4.
Farzana Majumder 25 5.
Selim Reza Bappy 26 6.
Md. Enamul Haque 34 7.
Md. Nafis Sadik Shishir 43 3

4. 4P WHAT IS PROMOTION ? (Zikmund & d’Amico, 2001)
PRODUCT
PLACE
PRICE
PROMOTION
Promotion is one side of the
communication process with
customers(users). It is the
4th “P” of the marketing mix.
Promotion is a communication used to inform, persuade, and or remind people about an Organization or individuals goods, services, image, ideas, community involvement, or impact on society.
(Zikmund & d’Amico, 2001) 4

5. - To aware about library products
OBJECTIVES
More specifically, the objectives of promotional
strategy will include one or more of the
following:-
- To aware about library products
- To generate or increase products demand
- To differentiate the products
- To highlight the value of the products
- To ensure maximum or optimum use of product
- To enhance Library’s image
- To retain loyal users 5

6. PROMOTIONAL MIX
The promotional mix is the combination of different promotional
channels used to communicate a promotional message. The tools
in the promotional mix include-
Personal Selling
Advertising
ELEMENTS OF
PROMOTION
Public relations & Publicity
Direct Marketing
Trials & Service Promotion 6

7. PROMOTIONAL MIX PERSONAL SELLING:
Face to face communication, in which receiver provides immediate
feedback to the sources message through words, expressions etc.
Form of personal selling-
-Book Talk
-Library Talk
-User Advocacy/Counseling
-Reference Service 7

8. PROMOTIONAL MIX ADVERTISING:
Any form communication about products, ideas, goods, or services
that is paid for by a sponsor (library).
Form of advertising-
-Book Jacket Display
-Title Announcement Service
-Library Campaign
-Current content service 8

9. PUBLIC RELATION & PUBLICITY:
PROMOTIONAL MIX
PUBLIC RELATION & PUBLICITY:
Programs designed to promote and/or protect a company’s Image, or
those of its products, including product literature, Exhibitions and
articles in professional or in-house newsletters.
Form of public relations-
- Library prospectus/brochure /magazine/bulletin
- Library handbook or service manual
- Library help desk or customer Service
- User satisfactory survey 9

10. PROMOTIONAL MIX DIRECT MARKETING:
Any direct communication to specific user’s in order to generate a
direct and quick response.
Form of direct marketing-
- Tele-reference service
- Library Website
- Library database and OPAC
- Librarian’s Facebook
- Library service through mobile pone 10

11. PROMOTIONAL MIX TRAIL & SERVICE PROMOTION
Short-term incentives to encourage trial or purchase of a of a product
or service, such as discounted rates for services over a limited time
period.
Form of incentives-
- Free online search
- User education
- Study circle
- Debate & discussion
- Free demonstration
- Library orientation
- Book exhibition
- Organizing seminar, workshop, etc. 11

12. PROMOTIONAL CAMPAIGN
Promotional campaign is one of the most fundamental tools used to introduced or reintroduce any given product or service to a large audience over a period of time.
Forms of library promotional campaign:
-Library week
-Library day
-Campus television
-Rally and procession
-Building library forum
-Interactive website
-Sharing public opinions 12

13. PROMOTIONAL CAMPAIGN Effective campaigning is a powerful way to:
Promote good and prevent bad decisions;
Influence opinion and behaviour;
Raise awareness on issues that are important to you;
Improve the law, regulation or guidance. 13

14. SUCCESSFUL CAMPAIGN
Campaigning is not just about lobbying, a successful
campaign requires:
Good planning from the start;
Sound skills and arguments;
Time and Money;
Communicating messages to a variety of audiences (local government, media, the public)
and through different means (letters, left lets); 14

15. CAMPAIGN PLANNING Identify campaign opportunities:
It is important to pick an issue that would make a good campaign.
Choose the right campaign:
Before devoting time and money to a campaign, we should assess the idea(how much of a priority is the issue, do you have the resources etc).
Develop a campaign plan:
Good campaign preparation means being clear in advance about the nature of the challenge, the instructions and individuals who will decide the outcome, the people and resources available to you and the prospects of success 15

16. DEVELOPING A CAMPAIGN PLAN
When planning a promotional campaign keep in mind that a campaign generally consists of three desired outcomes- outcomes 1: Our promotional message reaches our intended and targeted audience. outcomes 2: Our message is understood by our audiences outcomes 3: Our message stimulates the recipients and they take action Now the question is how do you achieve these outcomes with our campaign? The process is easy, but it takes “planning” time. 16

17. DETERMINE CAMPAIGN OBJECTIVES
Developing a Campaign Plan
DESIGN CREATIVE
STRATEGY
SELECT TARGET MARKET
DETERMINE CAMPAIGN OBJECTIVES
DETERMINE CAMPAIGN
BUDGET
EVALUATE
CAMPAIGN
EFFECTIVENESS
SELECT &
SCHEDULE
MEDIA 17

18. CAMPAIGN STRATEGY 12 basic guidelines for campaign strategy:
-Do you really need to campaign?
- Motivation not Education
- Analyse the forces
- Keep it simple
- Right components- Right Order
- Start from where your audience is
- Constant an important path
- Campaign against the unacceptable
- Make real things happen
- Say what you mean
- Find the conflicts in events- make the news
- Communicate the pictures 18

19. PROMOTIONAL STRATEGY
A promotional strategy in its simplest form is the distributed
communication methods , used to communicate a product or
service to its intended market in a controlled and monitored
format.
Promotional strategies for Academic Libraries:
-Form a student advisory group
-Have a library message
-Suggestion box
-Survival guide
-Publicize to exchange ideas
-Library tours 19

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