Professional Documents
Culture Documents
Chapter 15
Advertising, Sales Promotion and Public Relations
Copyright 1999 Prentice Hall
What is Advertising?
Any form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor. U.S. advertisers spend in excess of $175 billion each year. Advertising is used by:
Business firms, Nonprofit organizations, Professionals, Social Agencies.
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Budget Decisions
Message Decisions
Media Decisions
Campaign Evaluation
Copyright 1999 Prentice Hall
Setting Objectives
Advertising Objectives
Specific Communication Task Accomplished with a Specific Target Audience During a Specific Period of Time
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Informative Advertising
Build Primary Demand
Persuasive Advertising
Build Selective Demand
Comparison Advertising
Compares One Brand to Another
Reminder Advertising
Keeps Consumers Thinking About a Product.
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Advertising Frequency
Market Share
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Develop a Message
Focus on Customer Benefits
Advertising Strategy
Selecting Advertising Media
Step 1. Decide on Reach, Frequency, and Impact Step 2. Choosing Among Major Media Types
Media Habits of Target Consumers Nature of the Product Type of Message Cost
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Advertising Evaluation
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Communication Effects
Is the Ad Communicating Well?
Sales Effects
Is the Ad Increasing Sales?
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Advertising Agency
Firm that Assists Companies in Planning, Preparing, Implementing and Evaluating Their Advertising Programs.
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Consumer-Promotion Tools
Samples
Coupons Cash Refunds Advertising Specialties Patronage Patronage Rewards Rewards Contests
Price Packs
Premiums
Sweepstakes Games
Point-of-Purchase Displays
Copyright 1999 Prentice Hall
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Trade-Promotion Tools
Price-Offs Allowances
Premiums
Patronage Displays Rewards Discounts Push Money Specialty Advertising Items
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News
Speeches
Special Events
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Involves an individual acting for a company by performing one or more of the following activities:
Prospecting, Communicating, Servicing, Information Gathering.
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The Sales Force serves as a critical link between a company and its customers since they:
represent the company to customers, and represent customers to the company.
Copyright 1999 Prentice Hall
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Supervising Salespeople
Evaluating Salespeople
Copyright 1999 Prentice Hall
Compensating Salespeople
Sales Force Compensation Plans Can Both Motivate Salespeople and Direct Their Activities.
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Salary
Benefits
Components of Compensation
Bonus
Commission
Copyright 1999 Prentice Hall
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Companies Look For Ways to Increase the Amount of Time Salespeople Spend Selling.
Evaluating Salespeople
Expense Reports
Sources of Information Sales Report
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Call Reports
Work Plan
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Step 2. Preapproach
Learning As Much As Possible About a Prospective Customer Before Making a Sales Call.
Knowing How to Meet the Buyer to Get the Relationship Off to a Good Start. Telling the Product Story to the Buyer, and Showing the Product Benefits.
Step 3. Approach
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Step 6. Closing
Step 7. Follow-Up
Following Up After the Sale to Ensure Customer Satisfaction and Repeat Business.
Relationship Marketing
Process of creating, maintaining, and enhancing strong, value-laden relationships with customers and other stakeholders. Based on the idea that important accounts need focused and continuous attention.
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