This document is posted to help you gain knowledge. Please leave a comment to let me know what you think about it! Share it to your friends and learn new things together.
◦ Other Advertising ConsiderationsPublic Relations◦ The Role and Impact of Public
Relations◦ Major Public Relations Tools
Topic Outline
Advertising
Advertising is any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor
AdvertisingSetting Advertising Objectives
An advertising objective is a specific communication task to be accomplished with a specific target audience during a specific time
Advertising
Informative advertising is used when introducing a new product category; the objective is to build primary demand
Persuasive advertising is important with increased competition to build selective demand; can resulting in an advertising war.
Reminder advertising is important with mature products to help maintain customer relationships and keep customers thinking about the product
Setting Advertising Objectives
Possible Advertising Objectives
Setting Advertising Budget
Stage in product life cycleMarket shareCompetition
Factors
Advertising
Advertising strategy is the strategy by which the company accomplishes its advertising objectives and consists of:
Creating advertising messagesSelecting advertising media
Developing Advertising Strategy
Developing Advertising Strategy
Advertisements need to break through the clutter: Gain attention Communicate well
Creating the Advertising Message
Advertising
Creative concept is the idea that will bring the message strategy to life and guide specific appeals to be used in an advertising campaign
Characteristics of the appeals include: Meaningful Believable Distinctive
Creating the Advertising Message
Advertising
Message execution is when the advertiser turns the big idea into an actual ad execution that will capture the target market’s attention and interest.
The creative team must find the best approach, style, tone, words, and format for executing the message.
Creating the Advertising Message
AdvertisingCreating the Advertising Message
Slice of life Lifestyle Fantasy
Mood or image Musical Personalit
y symbol
Technical expertise
Scientific evidence
Testimonial or endorsement
Advertising
Message execution also includes: Tone
◦ Positive or negative Attention-getting words Format
◦ Illustration◦ Headline◦ Copy
Creating the Advertising Message
Advertising
Major steps include: Deciding on reach-frequency-impact Selecting media vehicles Deciding on media timing
Selecting Advertising Media
Advertising
Reach is a measure of the percentage of people in the target market who are exposed to the ad campaign during a given period of time
Frequency is a measure of how many times the average person in the target market is exposed to the message
Impact is the qualitative value of a message exposure through a given medium
Selecting Advertising Media
Advertising
Selecting media vehicles involves decisions presenting the media effectively and efficiently to the target customer and must consider the
message’s: Impact Effectiveness Cost
Selecting Advertising Media
Advertising
When deciding on media timing, the planner must consider:
Seasonality Pattern of the advertising
◦ Continuity—scheduling within a given period
◦ Pulsing—scheduling unevenly within a given period
Selecting Advertising Media
Public Relations
Public relations involves building good relations with the company’s various publics by obtaining favorable publicity, building up a good corporate image, and handling or heading off unfavorable rumors, stories, and events
Public relations is used to promote product, people, ideas, and activities
Lower cost than advertising Stronger impact on public awareness
than advertising
The Role and Impact of Public Relations
Public RelationsMajor Public Relations Tools
News Speeches Special events
Written materials
Corporate identity
materialsPublic service
activities
Buzz marketing
Social networking Internet
Personal Selling
Personal selling is the interpersonal part of the promotion mix and can include:
Face-to-face communicationTelephone communicationVideo or Web conferencing
Personal Selling
Salespeople are an effective link between the company and its customers to produce customer value and company profit by:
Representing the company to customersRepresenting customers to the companyWorking closely with marketing
The Nature of Personal Selling
Managing the Sales Force
Sales force management is the analysis, planning, implementation, and control of sales force activities
Managing the Sales Force
Territorial sales force structure
Product sales force structure
Customer sales force structure
Complex sales force structure
Designing Sales Force Structure
Managing the Sales Force
Territorial sales force structure refers to a structure where each salesperson is assigned an exclusive geographic area and sells the company’s full line of products and services to all customers in that territory
Defines salesperson’s job Fixes accountabilityLowers sales expensesImproves relationship building and selling
effectiveness
Sales Force Structure
Managing the Sales Force
Product sales force structure refers to a structure where each salesperson sells along product lines
Improves product knowledgeCan lead to territorial conflicts
Sales Force Structure
Managing the Sales Force
Customer sales force structure refers to a structure where each salesperson sells along customer or industry lines
Improves customer relationships
Sales Force Structure
Managing the Sales Force
Salespeople are one of the company’s most productive and expensive assets.
Increases in sales force size can increase sales and costs
Workload approach to sales forces size refers to grouping accounts into different classes to determine the number of salespeople needed
Sales Force Size
Managing the Sales Force
Careful selection and training increases sales performance
Poor selection increases recruiting and training costs, lost sales and disrupts customer relationships
Recruiting and Selecting SalespeopleIssues in Recruiting and Selecting
Managing the Sales Force
Fixed amounts
Variable amounts
Expenses
Fringe benefits
Salesperson compensation based on
Managing the Sales Force
The goal of supervision is to help salespeople work smart by doing the right things in the right ways
The goal of motivation is to encourage salespeople to work hard and energetically toward sales force goals
Supervising and Motivating Salespeople
Managing the Sales ForceHow Salespeople Spend Their Time
Managing the Sales Force
Sales reports
Call reports
Expense reports
Evaluating Salespeople and Sales Force Performance
The Personal Selling ProcessThe goal of the personal selling process is to