CHAPTER 9 Promotion:Advertising, Sales Promotion, public Relations

The best advertising is done by satisfied customers.

The learning objectives

Marketing promotion tools Advertising Sales management Public relations

1.Promotion tools

Advertising Sales promotion Public relations and publicity Personal selling

Sales promotion

Short-term incentives to encourage the purchase or sale of a product or service.

Major sales promotion tools

Sample Coupon Cash refund(offer) Price pack Premium Advertising specialty Patronage reward Point-of purchase(POP) Contests sweepstakes games Discount Allowance

Public relations

Press relations Public affairs lobbying Investor relation development

Product market

Consumer goods Industrial goods

relative spending in Consumer goods market

Sales promotion

advertising

Personal selling

Public relations

relative spending in industrial goods market

Personal selling

Sales promotion

advertising

Public relations

SALES MANAGEMENT

Sales force management Principles of personal selling

Major steps force strategy and structure

Designing sales force strategy and structure Recruiting and selecting salespeople Training sales people Compensating salespeople Supervising salespeople Evaluating salespeople

Sales force structure

Territorial sales force structure Product sales force structure Customer sales force structure Complex sales force structure

Sales force size

Discussion:

how to decide the sales force size?

compensation

The fixed amount The variable amount Expense allowances Fringe benefit

the relationship between overall marketing strategy and sales force compensation

P594

PRINCIPLE OF PERSONAL SELLING

Prospecting Pre-approach Presentation And Demonstration Handling Objection Closing Follow-up

Relationship Marketing

The process of creating maintaining, and enhancing strong, value-laden relationships with customers and other stakeholders.

DISCUSSION

What is team selling and what are its advantages and disadvantages?how would recruiting and training for individual?

2. Advertising

Advertising is any paid form of nonpersonal presentation and promotion of ideas,goods,or services by an identified sponsor.

The 5 Ms of Advertising

Advertising objective

A specific communication task to be accomplished with a specific target audience during a specific period of time.

Advertising Objectives

Informative advertising Persuasive advertising Reminder advertising

Advertising strategy

1.Creating the advertising message Message strategy Message execution

2.Selecting advertising media Deciding on reach ,Frequency, and Impact Choosing among major media types Selecting specific media vehicles decide on media timing

Where is the idea?

Execution styles

Slice of life Lifestyle Fantasy Mood or image Musical Personal symbol Technical expertise Scientific evidence

Other Advertising Consideration

Advertising agency International advertising decisions