This document discusses advertising, sales promotion, and public relations. It covers topics such as what advertising is, major decisions in advertising like setting objectives and budgets, and types of advertising like informative and persuasive. It also discusses sales promotion tools for consumers and trade. Additionally, it covers what public relations is and major public relations tools. The document is from a marketing textbook and is copyrighted material from 1999.
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The core marketing philosophies are summarized here.
Though, the new millennium's philosophies miss out on this presentation...
Do further research to understand the philosophies better.
Especially, if you're really interested in becoming a top marketing guru locally, regionally, and or globally.
In this presentation, we will discuss about the concept of promotion and sales promotion, importance of sales promotion and its tools. We will also talk about the objectives of trade promotions and its tools.
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Meaning & Objective of sales management; Meaning & Personal selling objectives; theories of selling; personal selling process; sales force; compensation and motivation of sales force
In this presentation, we will discuss about the concept of promotion and sales promotion, importance of sales promotion and its tools. We will also talk about the objectives of trade promotions and its tools.
To know more about Welingkar School’s Distance Learning Program and courses offered, visit:
http://www.welingkaronline.org/distance-learning/online-mba.html
Meaning & Objective of sales management; Meaning & Personal selling objectives; theories of selling; personal selling process; sales force; compensation and motivation of sales force
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Kotcha1516 the advertising and sales promotions plan
1. Copyright 1999 Prentice Hall
15-1
Chapter 15
Advertising, Sales
Promotion
and Public Relations
PRINCIPLES OF MARKETING
Eighth Edition
Philip Kotler and Gary Armstrong
2. Copyright 1999 Prentice Hall
15-2
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.
3. Copyright 1999 Prentice Hall
15-3
Major Decisions in Advertising
Objectives Setting
Budget Decisions
Message Decisions
Campaign Evaluation
Media Decisions
4. Copyright 1999 Prentice Hall
15-4
Informative Advertising
Build Primary Demand
Setting Objectives
Persuasive Advertising
Build Selective Demand
Comparison Advertising
Compares One Brand to
Another
Advertising Objectives
• Specific Communication Task
• Accomplished with a Specific Target Audience
• During a Specific Period of Time
Reminder Advertising
Keeps Consumers Thinking
About a Product.
5. Copyright 1999 Prentice Hall
15-5
Setting the Advertising Budget
Stage in the Product
Life Cycle
Competition
and Clutter
Market
Share
Advertising
Frequency
Product
Differentiation
Factors in
Setting the
Advertising
Budget
Advertising Budget Methods
Affordable, Percentage of Sales, Competitive-Parity and
Objective-and-Task
6. Copyright 1999 Prentice Hall
15-6
Click to add title
Plan a Message Strategy
General Message to Be Communicated to Customers
Advertising Strategy
Creating Advertising Messages
Develop a Message
Focus on
Customer Benefits Creative Concept
“Big Idea”
Visualization or Phrase
Combination of Both
Advertising Appeals
Meaningful
Believable
Distinctive
7. Copyright 1999 Prentice Hall
15-7
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
Step 3. Selecting Specific Media Vehicles
Specific Media Within a Given Type, i.e. Magazines.
Must Balance Media Cost Against Media Factors:
Audience Quality & Attention, Editorial Quality
Step 4. Deciding on Media Timing
Scheduling of Advertising Over the Course of a Year
Pattern of Ads: Continuity or Pulsing
8. Copyright 1999 Prentice Hall
15-8
Advertising Evaluation
Communication Effects
Is the Ad Communicating Well?
Advertising Program Evaluation
Sales Effects
Is the Ad Increasing Sales?
9. Copyright 1999 Prentice Hall
15-9
Ways to Handle Advertising
Sales Departments in
Small Companies
Advertising Agency
Firm that Assists Companies
in Planning, Preparing,
Implementing and
Evaluating Their
Advertising
Programs.
Advertising Departments
in Larger Companies
10. Copyright 1999 Prentice Hall
15-10
International Advertising Decisions
Adaptation of
Global Advertising
Advertising Media Costs
& Availability
Regulation of
Advertising Practices
11. Copyright 1999 Prentice Hall
15-11
What is Sales Promotion?
• Mass communication technique that
offers short-term incentives to encourage
purchase or sales of a product or service.
• Rapid growth in the industry has been
achieved because:
–Product managers are facing more pressure
to increase their current sales,
–Companies face more competition,
–Advertising efficiency has declined,
–Consumers have become more deal
oriented.
12. Copyright 1999 Prentice Hall
15-12
Point-of-Purchase
Displays
Consumer - Promotion Tools
Premiums
Price Packs
Cash Refunds
Coupons
Samples
Short-Term Incentives to Encourage Purchase
or Sales of a Product or Service.
Consumer-Promotion
Objectives
Consumer-Promotion
Tools
Patronage
Rewards
Games
Sweepstakes
Contests
Advertising
Specialties
Patronage
Rewards
Entice Consumers to
Try a New Product
Lure Customers Away
From Competitors’ Products
Get Consumers to “Load Up’
on a Mature Product
Hold & Reward Loyal
Customers
Consumer Relationship
Building
13. Copyright 1999 Prentice Hall
15-13
Specialty
Advertising
Items
Trade - Promotion Tools
Contests
Free Goods
Buy-Back
Guarantees
Allowances
Price-Offs
Short-Term Incentives That are Directed to
Retailers and Wholesalers.
Trade-Promotion
Objectives
Trade-Promotion
Tools
Patronage
Rewards
Push Money
Discounts
Premiums
Displays
Persuade Retailers or
Wholesalers to Carry a Brand
Give a Brand Shelf Space
Promote a Brand in
Advertising
Push a Brand to Consumers
14. Copyright 1999 Prentice Hall
15-14
What is Public Relations?
• Building good relations with the company’s
various publics by obtaining favorable
publicity, building up a good “corporate
image” and handling or heading off
unfavorable rumors, stories and events.
• Major functions are:
– Press Relations or Press Agentry
– Product Publicity
– Public Affairs
– Lobbying
– Investor Relations
–Development
15. Copyright 1999 Prentice Hall
15-15
Special
Events
Written
Materials
Corporate
Identity
Materials Speeches
News
Audiovisual
Materials
Major Public Relations Tools
Public
Service
Activities
Web Site
16. Copyright 1999 Prentice Hall
15-16
Chapter 16
Personal Selling and
Sales Management
PRINCIPLES OF MARKETING
Eighth Edition
Philip Kotler and Gary Armstrong
17. Copyright 1999 Prentice Hall
15-17
The Nature of Personal Selling
• Involves an individual acting for a company by
performing one or more of the following activities:
– Prospecting,
– Communicating,
– Servicing,
– Information Gathering.
• The term salesperson covers a wide spectrum of
positions from:
– Order Taking (department store salesperson)
– Order Getting (someone engaged in creative selling)
– Missionary Selling (building goodwill or educating
buyers)
18. Copyright 1999 Prentice Hall
15-18
The Role of the Sales Force
• Personal Selling is effective because
salespeople can:
– probe customers to learn more about their
problems,
– adjust the marketing offer to fit the special needs of
each customer,
– negotiate terms of sale,
– build long-term personal relationships with key
decision makers.
• 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.
19. Copyright 1999 Prentice Hall
15-19
Managing the Salesforce
Designing Salesforce Strategy and Structure
Recruiting and Selecting Salespeople
Training Salespeople
Compensating Salespeople
Supervising Salespeople
Evaluating Salespeople
20. Copyright 1999 Prentice Hall
15-20
Compensating Salespeople
Components
of
Compensation
Sales Force Compensation Plans Can Both Motivate
Salespeople and Direct Their Activities.
Benefits
Bonus
Salary
Commission
21. Copyright 1999 Prentice Hall
15-21
How Salespeople Spend Their Time
Administrative
Tasks
17%
Telephone
Selling
21%
Waiting/
Traveling
20%
Service Calls
12%
Face-to-Face
Selling
30%
Companies
Look For Ways
to Increase the
Amount of
Time
Salespeople
Spend Selling.
22. Copyright 1999 Prentice Hall
15-22
Evaluating Salespeople
Annual
Territory
Marketing Plan
Call
Reports
Expense
Reports
Work
Plan
Sales
Report
Sources
of
Information
23. Copyright 1999 Prentice Hall
15-23
Step 1. Prospecting and Qualifying
Step 2. Preapproach
Step 3. Approach
Step 4. Presentation/ Demonstration
Identifying and Screening For
Qualified Potential Customers.
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.
Steps in the Selling Process
24. Copyright 1999 Prentice Hall
15-24
Step 5. Handling Objections
Step 6. Closing
Step 7. Follow-Up
Seeking Out, Clarifying, and
Overcoming Customer
Objections to Buying.
Asking the Customer for the
Order.
Following Up After the Sale to
Ensure Customer Satisfaction
and Repeat Business.
Steps in the Selling Process
25. Copyright 1999 Prentice Hall
15-25
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.