Documente Academic
Documente Profesional
Documente Cultură
PROMOTION,
PUBLIC RELATIONS, PERSONAL
SELLING,
AND DIRECT MARKETING
CHAPTER 10
THE EFFECTS OF ADVERTISING
Top
Top Ten
Ten Leaders
Leaders by
by U.S.
U.S.
Advertising
Advertising Spending
Spending
ADVERTISING AND MARKET SHARE
Maintain
Maintain brand
brand awareness
awareness &
& Increase
Increase market
market share.
share.
Measure
Measure impact
impact on
on purchase
purchase of
of products.
products.
Transform
Transform Negative
Negative attitude
attitude toward
toward aa product
product into
into aa positive
positive one.
one.
Reinforce
Reinforce positive
positive attitudes
attitudes about
about brand.
brand.
EFFECT OF ADVERTISING
Pre-selling
Pre-selling aa Product.
Product.
Introducing
Introducing New
New Products.
Products.
Building
Building Goodwill.
Goodwill.
REVIEW LEARNING OUTCOME
EFFECTS OF ADVERTISING
MAJOR TYPES OF ADVERTISING
Corporate
Corporateidentity
identity
Institutional
Institutional
Advertising
Advertising
Advocacy
Advocacy
advertising
advertising
Pioneering
Pioneering
Product
Product
Competitive
Advertising
Advertising Competitive
Comparative
Comparative
PRODUCT ADVERTISING
Determine the
advertising objectives
Define
Define target
target audience
audience
Define
Define desired
desired percentage
percentage change
change
Define
Define the
the time
time frame
frame for
for change
change
CREATIVE DECISIONS
Identify
Identify
product
product benefits
benefits
Develop
Develop and
and evaluate
evaluate
advertising
advertising appeals
appeals
Execute
Execute
the
the message
message
Evaluate
Evaluate the
the
campaign’s
campaign’s effectiveness
effectiveness
IDENTIFY PRODUCT BENEFITS
Set
advertising
objectives
Identify
benefits
Develop appeal
Evaluating Execute
results helps message
marketers
adjust objectives
for future Evaluate
campaigns campaign
results
MEDIA DECISIONS IN ADVERTISING
Monitored
Monitored Media
Media Unmonitored
Unmonitored Media
Media
Newspapers
Newspapers Direct
Direct Mail
Mail
Magazines
Magazines Trade
Trade Exhibits
Exhibits
Yellow
Yellow Pages
Pages Cooperative
Cooperative Advertising
Advertising
Internet
Internet Brochures
Brochures
Radio
Radio Coupons
Coupons
Television
Television Catalogs
Catalogs
Outdoor
Outdoor Media
Media Special
Special Events
Events
MAJOR ADVERTISING MEDIA
Newspapers
Newspapers
Magazines
Magazines
Radio
Radio
Television
Television
Outdoor
Outdoor Media
Media
Yellow
Yellow Pages
Pages
Internet
Internet
NEWSPAPERS
Advantages Disadvantages
Advantages Disadvantages
Long-term advertiser
Good reproduction commitments
Advantages Disadvantages
No visual treatment
Low cost Short advertising life
Immediacy of message High frequency to
Short notice scheduling generate
comprehension and
No seasonal audience retention
change
Background
Highly portable distractions
Short-term advertiser Commercial clutter
commitments
Entertainment carryover
TELEVISION
Advantages
Wide, diverse Disadvantages
audience
Short life of message
Low cost per
thousand Consumer skepticism
Creative High campaign cost
opportunities for Little demographic
demonstration selectivity with
Immediacy of stations
messages Long-term advertiser
Entertainment commitments
carryover Long lead times for
Demographic production
selectivity with cable Commercial clutter
TV ADVERTISING: IS LESS MORE?
35
05
The media is cluttered
04
and consumers change
Year
03
channels or speed
through commercials 02
on a DVR. 01
2000
Tests are being conducted 13.5 14 14.5 15 15.5
to feature shorter
commercial pods. Commercial Minutes
per Hour
Advantages Disadvantages
Advantages Disadvantages
Difficult to measure
Fast growing ad effectiveness and
ROI
Ability to reach
narrow target Ad exposure relies on
audience “click through” from
banner ads
Short lead time
Not all consumers
Moderate cost have access to
Internet
ALTERNATIVE MEDIA
Shopping
Shopping Carts
Carts
Computer
Computer Floor
Floor Ads
Ads
Screen
Screen Savers
Savers
DVDs Subway
Subway Tunnel
Tunnel Ads
Ads
DVDs
Interactive Video
Video Game
Game Ads
Ads
Interactive Kiosks
Kiosks
Ads Cell
Cell Phone
Phone Ads
Ads
Ads in
in Movies
Movies
Advertainments
Advertainments
VIDEOGAME ADVERTISING
Program liking
Lack of distractions
Advertising combines
Pulsing
continuous scheduling with
Media Schedule flighting.
pulsing
seasonal
Marketing
Sales
Promotion communication
activities, other than
advertising, personal
selling, and public
relations, in which a
short-term incentive
motivates a purchase.
SALES PROMOTION
Consumer
Consumer
Sales
Sales Consumer market
Promotion
Promotion
Drive immediate
Goal purchase
Influence behavior
Trade
Trade
Sales Marketing channel
Sales
Promotion
Promotion
OBJECTIVES OF SALES PROMOTION
Sales Promotion
Type of Buyer Desired Results
Examples
•Reinforce behavior
Loyal •Loyalty marketing
•Increase consumption
Customers •
•Change purchase timing Bonus packs
•Sampling
Competitor’s •Break loyalty
•Sweepstakes,
Customers •Persuade to switch
contests, premiums
•Price-lowering
Brand •Persuade to buy your
promotion
Switchers brand more often •Trade deals
Coupons
Coupons and
and Rebates
Rebates
Premiums
Premiums
Loyalty
Loyalty Marketing
Marketing Programs
Programs
Contests
Contests &
& Sweepstakes
Sweepstakes
Sampling
Sampling
Point-of-Purchase
Point-of-Purchase Promotion
Promotion
TOOLS FOR CONSUMER SALES
PROMOTION
A
A certificate
certificate that
that entitles
entitles
Coupon
Coupon consumers
consumers toto an
an immediate
immediate
price
price reduction.
reduction.
A
A cash
cash refund
refund given
given for
for the
the
Rebate
Rebate purchase
purchase of of aa product
product during
during
aa specific
specific period.
period.
An
An extra
extra item
item offered
offered toto the
the
Premium
Premium consumer,
consumer, usually
usually in
in exchange
exchange
for
for some
some proof
proof of
of purchase.
purchase.
TOOLS FOR CONSUMER SALES
PROMOTION
A
A promotional
promotional program
program that
that
allows
allows the
the consumer
consumer thethe
Sampling
Sampling opportunity
opportunity toto try
try aa product
product
or
or service
service for
for free.
free.
METHODS OF SAMPLING
POINT-OF-PURCHASE PROMOTION
Build traffic
Free merchandise
Sweepstakes
Coupons
REVIEW LEARNING OUTCOME
CONSUMER SALES PROMOTION
Push
Push Money
Money
Training
Training
Free
Free Merchandise
Merchandise
Store
Store Demonstration
Demonstration
Conventions
Conventions &
& Trade
Trade Shows
Shows
TRADE ALLOWANCE
Money offered to
Push Money
channel
intermediaries to
encourage them to
“push” products--that
is, to encourage other
members of the
channel to sell the
products.
BENEFITS OF TRADE PROMOTIONS
Press
Press relations
relations
Product
Product publicity
publicity
Corporate
Corporate communication
communication
Public
Public affairs
affairs
Lobbying
Lobbying
Employee
Employee and
and investor
investor relations
relations
Crisis
Crisis management
management
PUBLIC RELATIONS TOOLS
New
New product
product publicity
publicity
Product
Product placement
placement
Consumer
Consumer education
education
Event
Event sponsorship
sponsorship
Issue
Issue sponsorship
sponsorship
Internet
Internet Web
Web sites
sites
EXAMPLE OF CONSUMER EDUCATION
Crisis
Management
REVIEW LEARNING OUTCOME
THE ROLE OF PUBLIC RELATIONS
PERSONAL SELLING
Product is Product is
technically complex. simple to understand.
Detailed explanation or
demonstration
Variable sales message
Personal
Selling Directed to qualified prospects
Advantages
Controllable adjustable selling costs
More effective than other
promotion in obtaining sale and
gaining customer satisfaction
RELATIONSHIP SELLING
Repeat Successive
Sales Initial Sales Sales
Increases Sales
Result
From
Creating Traditional Sales
Value
Relationship Sales
STEPS IN THE SELLING PROCESS
Generate
Generate Leads
Leads
Qualify
Qualify Leads
Leads
Probe
Probe Customer
Customer Needs
Needs
Develop
Develop Solutions
Solutions
Handle
Handle Objections
Objections
Close
Close the
the Sale
Sale
Follow
Follow Up
Up
TIME SPENT IN KEY STEPS OF
SELLING PROCESS
Key Selling Steps Traditional Relationship
Selling Selling
Direct
Direct Mail/
Mail/
Advertising
Advertising Publicity
Publicity Telemarketin
Telemarketin
gg
Internet
Internet Web
Web
Cold
Cold Calling
Calling Referrals
Referrals
Site
Site
Trade
Trade Shows/
Shows/ Company
Company
Networking
Networking Conventions
Conventions Records
Records
COLD CALLING
Recognized
Recognized need
need
Buying
Buying power
power
Receptivity
Receptivity and
and
accessibility
accessibility
NEEDS ASSESSMENT
Product
Product or
or service
service
Salesperson
Salesperson Customers
Customers
must
must know
know
everything
everything
about...
about... Competition
Competition
Industry
Industry
DEVELOPING AND PROPOSING
SOLUTIONS
Sales
Sales Proposal
Proposal
Sales
Sales Presentation
Presentation
POWERFUL PRESENTATIONS
Be well prepared
Use eye contact
Ask open-ended questions
Be poised
Use hand gestures and voice inflection
Focus on the customer needs
Incorporate visual elements
Know how to operate the A/V equipment
Make sure the equipment works
PRACTICE, PRACTICE, PRACTICE!
HANDLING OBJECTIONS
Look
Look for
for
customer
customer signals
signals
Keep
Keep an
an open
open mind
mind
Negotiate
Negotiate
Tailor
Tailor to
to each
each market
market
REVIEW LEARNING OUTCOME
STEPS IN THE SELLING PROCESS
SALES MANAGEMENT
Define
Define sales
sales goals
goals and
and sales
sales process
process
Determine
Determine sales
sales force
force structure
structure
Recruit
Recruit and
and train
train sales
sales force
force
Compensate
Compensate and
and motivate
motivate sales
sales force
force
Evaluate
Evaluate sales
sales force
force
DEFINING SALES GOALS
Clear
Clear
Precise
Precise Sales Volume
Market Share
Profit Level
Measurable
Measurable
Time
Time Specific
Specific
QUOTA
A statement of the
Quota
individual salesperson’s
sales objectives, usually
based on sales volume
alone but sometimes
including key accounts,
new accounts, repeat
sales, and specific
products.
SALES FORCE STRUCTURE
Geographic
Geographic region
region
Product
Product line
line
Marketing
Marketing function
function
Market
Market or
or industry
industry
Individual
Individual client
client
or
or account
account
CHARACTER OF TOP SALES
PERFORMERS
Self-confident
Sociable
Company
Company policies
policies
and
and practice
practice
Selling
Selling techniques
techniques
Training
Training
includes...
includes... Product
Product knowledge
knowledge
Industry
Industry and
and customer
customer
characteristics
characteristics
Nonselling
Nonselling duties
duties
COMPENSATING THE SALES FORCE
Commission
Commission
Combination
Combination
Plans
Plans
Salary
Salary
COMPENSATING THE SALES FORCE
Are
Are confident
confident
Possess
Possess ego
ego drive
drive
Possess
Possess ego
ego strength
strength
Take
Take risks
risks
Are
Are innovative
innovative
Have
Have aa sense
sense of
of urgency
urgency
Are
Are empathetic
empathetic
EVALUATING THE SALES
FORCE
Sales
Sales volume
volume
Contribution
Contribution to
to profit
profit
Calls
Calls per
per order
order
Sales
Sales or
or profits
profits per
per call
call
Call
Call percentage
percentage achieving
achieving goals
goals
WOMEN IN CAR SALES
For its Florida and Texas dealerships, Asbury
Automotive Group is actively recruiting
saleswomen– at shopping malls.
Cell
Cell phones
phones
Laptops
Laptops
Pagers
Pagers
E-Mail
E-Mail
Electronic
Electronic organizers
organizers
Internet
Internet
REVIEW LEARNING OUTCOME
FUNCTIONS OF SALES MANAGEMENT
DIRECT MARKETING
Direct marketing
(direct-response marketing)
DIRECT MARKETING
Techniques used to
Direct Marketing
get consumers to
make a purchase from
their home, office, or
another nonretail
setting.
TYPES OF DIRECT
MARKETING
Direct
Direct Mail
Mail
Catalogs
Catalogs and
and Mail
Mail Order
Order
Telemarketing
Telemarketing
Q&A
SESSION
THANK YOU…