TEAM 5

MODULE 5
Industrial Communication: Advertising, Sales
Promotion, Publicity & Direct Marketing

• PRAVEEN .M
• HARSHA.R
• SOMASHEKAR.D
• SOWMYA
• CARIAPPA
Sales promotion, publicity and public relations.
Direct marketing, sales promotion, publicity, public
relations, personal selling, selling process, deployment
and sales force management.
Advertisement - industrial communication, role and
objectives, effectiveness and limitations of industrial
advertising.
Why Personal Selling In Industrial Marketing

1.The number of potential customers are relatively

small, easily identified and located, and the dollar
value of sales is comparatively large.

2.Sales people have direct access to individuals within

the vendor organization and who can secure
immediate solutions to problems.
The Selling Process

1.Prospecting
Sources of identifying prospects
 Telemarketing
 Reference from existing customers
 Direct mail
 Trade shows
 Print media advertisements
 Electronic media
 contd..
2.Qualifying

3.Preparation

4.Presentation

5.Closing

6.Post-sales service
 Public Relations
The Public Relations Society of America
(PRSA) claimed: ".According to the PRSA,
the essential functions of public relations
include research, planning,
communications dialogue, action and
evaluation”
Public relations gains an organization or
individual exposure to their audience using
topics of public interest and news items that
do not require direct payment
 Publicity
 Publicity is the spreading of information to gain
public awareness for a product, person, service,
cause or organization, and can be seen as a result
of effective PR planning.
 More credible and lower cost compared to
advertising
 Generates sales leads from the interested potential
buyers
 Effective when it is used as a part of the total
promotional programme.
 Direct Marketing
Direct Marketing attempts to achieve
direct sale without using intermediary
between company and its customers.
Different methods of Direct marketing
are
 Direct Mail
 Telemarketing
 Online marketing channels
 Deployment of Sales Force
Planning for sales force deployment
involves following
Decisions:
1.Setting up or revising sales territories
2.Determining size of sales force
3. Allocating sales force to the sales
territories and customers.
 Developing the industrial
Communication programme
The major steps in developing effective
communication programme are
1.Determine the communication objective
2.Identify the target audience
3.Determine the promotional budget
4.Develop the message strategy
5.Select the media
6. Evaluate the promotional results
7.Integrate the promotional programme
Functions Performed By Industrial
Advertising
 Creating Awareness
 Reaching Members Of Buying Centre
 Increasing Sales Efficiency and
Effectiveness
 Efficient Reminding
 Sales Lead Generation
 Supporting Distribution Channel Members
 Sales Promotion
The objective of sales promotion are gathering
business leads, impressing and rewarding
customers and stimulating the sales force to
greater effort.
Methods used for sales promotion
 Trade shows
 Catalogues
 Sales contests
 Promotional novelties
 Entertainment
 Promotional letters
 Seminars
 Demonstrations