Personal Selling Advertising Sales Promotion Publicity
Product knowledge helps the salesman in his communication Customer- salesman identification One who listens communicates better Right sales message leads to effective communication
Def: It is a unique face to face transaction between salesmen and a prospective customer
Determining & achieving the firms personal selling obj Formulating sales policies Structuring the sales force Deciding the sales force Designing sales territories Developing sales forecast & sales budgets Fixing sales quotas Creating sales force Managing sales force
Managing marketing channels Ensuring growth & development of new accounts Sales communication & reporting Sales coordination & sales control Building the sales organization Assisting marketing management in aspects like product mix, pricing, distribution, advertising & sales promotion Creating & maintaining the right image for the company & its products in the market
Publicity- oversee & influence the news that appear about in the mediaConduct publicity campaigns around some innovations being carried out by it or around some topic of current importance to the public like environmental issues, health, social welfare etc.Methods of publicity: Sponsorship & Event Management PR
When newsworthy events take place, business firms associate themselves with such events as sponsors. There are diverse methods of sponsoring events- title sponsorship, co- sponsorship, official supplier etc. Deciding on the scope of sponsorship, the sponsor gets a host of benefits & rights, this include signage, tickets, hospitality, product category exclusivity and the right to advertising, promotion & publicity
Making an event spectacular through a variety of communication & display techniques is the crux of event management. The event can be anything, a product launch, an exhibition, a contest, a stage show, or a sport event.
Def- the term originates from the latin word “adverto” which means to turn around. Advertising thus denotes the means employed to draw attention to any object or purpose.
Should be of interest to the audience The audience should interpret the message in the intended manner The advertisement should influence the audience
Media- is the medium or channel for carrying the intended advertising message to the target audience.
Outdoor, The print media Direct mail Audio/ visual/ audio- visual/ electronic media
Evaluating how far the communication task has been accomplished Evaluating how far the sales task has been accomplished
In a specific sense, sales promotion includes those sales activities that supplement both personal selling & advertising & coordinate them & make them effective