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
 Patron...
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 salespe...
Sales force structure
 Territorial sales force structure
 Product sales force structure
 Customer 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...
Relationship Marketing
The process of creating maintaining, and
enhancing strong, value-laden relationships
with customers...
DISCUSSION
 What is team selling and what are its
advantages and disadvantages?how would
recruiting and training for indi...
2. Advertising
Advertising is any paid form of nonpersonal
presentation and promotion of ideas,goods,or
services by an ide...
The 5 Ms of Advertising
Advertising objective
 A specific communication task to be
accomplished with a specific target audience
during a specific...
Advertising Objectives
 Informative advertising
 Persuasive advertising
 Reminder advertising
Advertising strategy
1.Creating the advertising message
 Message strategy
 Message execution
2.Selecting advertising med...
Where is the idea?
Execution styles
 Slice of life
 Lifestyle
 Fantasy
 Mood or image
 Musical
 Personal symbol
 Technical expertise
...
Other Advertising Consideration
 Advertising agency
 International advertising decisions
Tese è«ó¢½ìñ§ ñýê¾îä¼þ_chapter+9+advertising,+sales+promotion,+public
Tese è«ó¢½ìñ§ ñýê¾îä¼þ_chapter+9+advertising,+sales+promotion,+public
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Tese è«ó¢½ìñ§ ñýê¾îä¼þ_chapter+9+advertising,+sales+promotion,+public

  1. 1. CHAPTER 9 Promotion: Advertising, Sales Promotion, public Relations The best advertising is done by satisfied customers.
  2. 2. The learning objectives  Marketing promotion tools  Advertising  Sales management  Public relations
  3. 3. 1.Promotion tools  Advertising  Sales promotion  Public relations and publicity  Personal selling
  4. 4. Sales promotion Short-term incentives to encourage the purchase or sale of a product or service.
  5. 5. 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
  6. 6. Public relations  Press relations  Public affairs  lobbying  Investor relation  development
  7. 7. Product market  Consumer goods  Industrial goods
  8. 8. relative spending in Consumer goods market Sales promotion advertising Personal selling Public relations
  9. 9. relative spending in industrial goods market Personal selling Sales promotion advertising Public relations
  10. 10. SALES MANAGEMENT  Sales force management  Principles of personal selling
  11. 11. 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
  12. 12. Sales force structure  Territorial sales force structure  Product sales force structure  Customer sales force structure  Complex sales force structure
  13. 13. Sales force size Discussion: how to decide the sales force size?
  14. 14. compensation  The fixed amount  The variable amount  Expense allowances  Fringe benefit
  15. 15. the relationship between overall marketing strategy and sales force compensation  P594
  16. 16. PRINCIPLE OF PERSONAL SELLING  Prospecting  Pre-approach  Presentation And Demonstration  Handling Objection  Closing  Follow-up
  17. 17. Relationship Marketing The process of creating maintaining, and enhancing strong, value-laden relationships with customers and other stakeholders.
  18. 18. DISCUSSION  What is team selling and what are its advantages and disadvantages?how would recruiting and training for individual?
  19. 19. 2. Advertising Advertising is any paid form of nonpersonal presentation and promotion of ideas,goods,or services by an identified sponsor.
  20. 20. The 5 Ms of Advertising
  21. 21. Advertising objective  A specific communication task to be accomplished with a specific target audience during a specific period of time.
  22. 22. Advertising Objectives  Informative advertising  Persuasive advertising  Reminder advertising
  23. 23. 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
  24. 24. Where is the idea?
  25. 25. Execution styles  Slice of life  Lifestyle  Fantasy  Mood or image  Musical  Personal symbol  Technical expertise  Scientific evidence
  26. 26. Other Advertising Consideration  Advertising agency  International advertising decisions

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