ADVERTISING EXECUTION1. SLICE OF LIFE = this shows one or more persons

using the product in a normal setting.2. SCIENTIFIC EVIDENCE = using scientific and laboratory

evidences in promoting their product’s relative superior performance against competition.

3. TESTIMONIAL EVIDENCE = using credible individual or a group to endorse the company’s product.

4. TECHNICAL EXPERTISE = this shows the company’s expertise and experience in making the product.

5. LIFESTYLE = emphasizing on how a product fits in with a lifestyle.

INTEGRATED MARKETING COMMUNICATIONS- ADVERTISING

6. FANTASY = it is created around the product or its use.7. IMAGE = showing the stature of a brand or company.8. MUSICAL = using background music or the ad talent

would be shown singing a song involving the product.9. PERSONALITY SYMBOL = this associates a personality

to a product.

INTEGRATED MARKETING COMMUNICATIONS- ADVERTISING

SALES PROMOTION – is a marketing device used to stimulate demand and facilitate

personal selling.- To convince customers to buy immediately.

CHARACTERISTICS OF SALES PROMOTION1. TEMPORARY = sales promotions are conducted for short

durations. The time limit creates a sense of urgency for the customers to buy immediately.

2. BETTER VALUE = as similar products are looked at in a similar way, sales promotions are used to create short-term differentiation by offering a better product value.

3. BENEFICIAL = sales promotions promote growth, sometimes even at an artificial level. This growth benefit is pursued for different objectives such as generate or increase product trial, or increase purchase quantity.

INTEGRATED MARKETING COMMUNICATIONS – SALES PROMOTION

TRADE PROMOTIONS

Cooperative Advertising and PromotionsTrade ShowsTrade Contest Display Equipment and Point-of-Purchase materialsAllowancesDiscounts and TermsFree ProductsRebates/RewardsPush Pin MoneyPersonality

CONSUMER PROMOTIONS

Product SamplingCouponsRebatesContests and SweepstakesPremiumsMultiple-Purchase OffersPoint-of-Purchase materialsProduct PlacementsSales Promotions tie-insPrice-OffBonus PacksSample Packs

INTEGRATED MARKETING COMMUNICATIONS

– SALES PROMOTION

TRADE PROMOTIONS

Exhibits and Related EventsConferences/Training

CONSUMER PROMOTIONS

Special PacksSelf-liquidating PromotionsFree TrialWarrantyPrizesPatronage RewardPersonality

INTEGRATED MARKETING COMMUNICATIONS

– SALES PROMOTION

Cooperative Advertising and Promotion = suppliers and his trade customers share in paying for an advertising campaign. It usually features the product of the supplier exclusively or among other products.Trade Shows = features booths where producers, suppliers, and other marketers display and provide information about their products.Trade Contests = competition, stimulated by the chance to win bonuses or prizes, helps increase the sale level.Display Equipment and Point-of-Purchase materials = display equipment such as dispensers and other point-of-purchase materials are provided to retailers and wholesalers so that they can conveniently display or highlight the product to be sold.Allowances = are a reduction in price, a rebate, merchandise or any token given a retailer or wholesaler in consideration for a large orders.

TRADE PROMOTIONS

Discounts and Terms = Discounts are straight deductions from the list price while term is the period when payments are to be made.Free Products = involve the giving of additional quantities of products on top of regular purchase volume. Giving free products such as one bag for every ten bags purchased to a retailer is better than giving cash or its equivalent such as a 10% discount. Rebates/Rewards = marketers may offer year-end rebates as a token of appreciation for the loyalty of their dealers. Push Pin Money = money given to the salesclerks of the dealers (and frequently including the dealers themselves) to push the firm’s products. At times, the pin money is given to the promo girls hired by the company. Personality = mystery buyer is an example of personality promotions.

TRADE PROMOTIONS

Exhibits and Related Events = joining exhibits and trade shows is a cost-effective way to create awareness, and generate sales leads, most especially for business-to-business products and high priced consumer durables.Conferences/ Training = conferences and training are promotions that advance goodwill with the trade.

TRADE PROMOTIONS

Product Sampling = new customers are given a sample of the product for trial useCoupons = are certificates entitling the bearer to a published saving on the purchase of a specific product. They are found as portions of print advertisements, inserts in newspapers, or printed on packages or placed inside packages.Rebates = consumer gets money back from the manufacturer. It is a price reduction designed to induce immediate purchase.Contests and Sweepstakes = given to consumers to have a chance of winning something of value.Premiums = a product offered free or at a reduced price when another product, the key brand, is bought. Premiums can be “with pack” which accompanies a product either inside the product package (called “in-pack”) or outside the product package (called “on-pack”).

CONSUMER PROMOTIONS

Multiple-Purchase offers = such as offering three products for the price of two, encourages bigger than normal purchase and helps maintain customer loyalty.Point-of-Purchase materials = banners, pamphlets, coasters and other similar products may be used to provide information at the point of purchase.Product Placements = when a certain product brand is worn or used by a celebrity in a movie or television show.Sales Promotion Tie-Ins = involves a collaborative effort between two or more companies that work as partners in a promotional undertaking. Price-Off = offers immediate savings upon purchaseRebates = are like coupons except that the price reduction is usually larger and that they are given after the purchase rather than at the point of sale.

CONSUMER PROMOTIONS

Bonus Packs = involve giving extra quantity of the same product without increasing price.Sample Packs = involve a trial size of a product at a price usually lower than market standard.Special Packs = products combined as single packs can bring savings for consumers. Special packs can also have the same products sold at a lower price.Self-liquidating promotions = enable marketers to recover all their expenses for the promotions and sometimes even experience a little profit. Free Trial = invites prospective customers to try the product without cost in the hope that they will buy the product.Warranty = reduces the risk factor in a purchase, most specially for high involvement or high-priced products and services.Prizes = consumers may be offered an opportunity to win a prize after purchasing a product.

CONSUMER PROMOTIONS

Patronage Reward = consumers may be given an incentive in proportion to the volume of product regularly purchased. Personality = “mystery visitor”. It entails the consumer to show the product of the company to a mystery visitor to win a prize.

CONSUMER PROMOTIONS

PERSONAL SELLING- Is a person-to-person dialogue between buyer and seller. - It takes place face-to-face, over the phone, or by means of an

internet chat and may be directed to an intermediary or a final consumer.

KINDS OF PERSONAL SELLING1. INSIDE SELLING = involves retail-store selling. It also includes

employees who take orders over the telephone.2. OUTSIDE SELLING = involves sales people going to the

customers. They make contact with customers by mail, telephone, e-mail, or field selling where the sales person sells at a customer’s place of business or home.

INTEGRATED MARKETING COMMUNICATIONS- PERSONAL SELLING

CLASSIFICATION OF SALES PERSONS1. ORDER TAKERS

a. Delivery sales person = primarily delivers the product like soft drinks or fuel. Usually, they take and fill orders.b. Inside order taker = takes orders at the seller’s place of business like a saleslady at a counter.c. Outside order taker = salesperson goes to the customer in the field and accepts an order. d. Missionary sales person = this sales person is not expected to take an order. His job is to build goodwill, perform promotional activities, and provide information and other services for the customers.e. Sales engineer = this salesperson sells complex or technically sophisticated products. The salesperson has the ability to clearly explain the product to a prospective customer and adapt the product to the customer’s needs.

INTEGRATED MARKETING COMMUNICATIONS- PERSONAL SELLING

2. ORDER GETTERSa. Creative salesperson = involved in the creative selling of goods,

both tangibles and intangibles. It involves designing a system to fit the needs of a particular customer.

b. Professional business development = the responsibility of the salesperson is to bring in new business.

STEPS IN CREATIVE SELLING PROCESS1. Locating qualified prospects = locating prospects is called

“prospecting”. It consists of identifying prospective customers and qualifying them, that is, determining whether they have the necessary purchasing power, authority to buy, and the willingness to buy.

2. Pre-approach planning = involves gathering and evaluating information about the prospect’s situation.

INTEGRATED MARKETING COMMUNICATIONS

-PERSONAL SELLING

3. The Approach = involves making an initial contact and establishing rapport with the prospect.

4. The sales presentation = this is the salesperson’s attempt to persuasively communicate the product’s benefits and explain appropriate courses of action to the potential buyer. A – ttract ATTENTION = attract the prospect’s attention and to generate curiosityI – Arouse INTEREST = holds the prospect’s attention and stimulates an interest in the product. The salesperson needs to show how the product will benefit the prospect.D – Create a DESIRE = interest and desire for the product are established in nearly simultaneous steps. A – Call for ACTION = after creating a desire, the sales representative now moves into action by urging the prospect to place an order.

INTEGRATED MARKETING COMMUNICATIONS-PERSONAL SELLING

5. Handling Objections = a salesperson who encounters an objection can provide additional persuasive information, clarify the sales presentation, or offer the basic argument for the product in a different manner.

6. Closing the Sale = in selling, the term closing indicates that the sale is being brought to a finish. The main advantage of personal selling over other forms of promotion is that the salesperson is in a position to conclude negotiations by actually asking for an order.

7. The Follow Up = the salesperson makes sure that everything has been handled as promised and that the order was shipped promptly and received on schedule in good condition.

INTEGRATED MARKETING COMMUNICATIONS-PERSONAL SELLING

AIDA and the Hierarchy of Communication Effects

Attention Interest Desire Action

Awareness

Knowledge

Liking

Preference

Conviction

Purchase