Personal Selling is preferred for pharmaceuticals, because it is so effective - but, it is expensive sometimes to contact everybody in this way Advertising is not as direct as personal selling, but you can reach a lot of people Advertisement Advertisement is any paid form of non-personal presentation of ideas, goods, services, by an identified sponsors.
Relationship between Advertising and the Product Life Cycle Brand Awareness Knowledge New feature Benefit Scope of use of existing product Create Liking Preference Conviction Comparison Stimulate repeat purchase More usage
Developing and managing an advertisement program
Evaluating Advertising Effectiveness Communication Effect Research –Consumer feedback method –Portfolio tests –Laboratory tests Sales-Effect Research
Planning The Best Message “A I D A” A - Attention I - Interest D - Desire A - Action
Advantages and Disadvantages of the Various Advertising Media MediaAdvantagesDisadvantages NewspapersFlexibilityShort lifespan Community prestigeHasty reading local mkt coveragePoor reproduction Reader control of exposure high believability MagazinesSelectivity (geo and demo)Lack of flexibility Quality reproduction Long life Prestige associated with some magazines Extra services TelevisionGreat impact Mass Coverage RepetitionHigh cost FlexibilityHigh clutter PrestigeLack of selectivity
MediaAdvantagesDisadvantages RadioLow costTemporary nature of Practical audience message selectionLittle research information Mobility OutdoorQuick communication of Limited audience Advertisingsimple ideasNo creative Repetition Ability to promote products available for sale nearby Direct MailSelectivityHigh cost per person Intense coverageDependence on quality of Speedmailing list Flexibility of formatConsumer resistance Complete information Personalization Advantages and Disadvantages of the Various Advertising Media
Major Sales Promotion Tools Sample Coupons Cash Refunds Price Packs Premiums Trial amount of a product Savings when purchasing specified products Refund of part of the purchase price Reduced prices marked on the label or package Goods offered free or low cost as an incentive to buy a product
Patronage Rewards Point-of-Purchase Contests Sweepstakes Game Cash or other rewards for the use of a certain product Displays and demonstrations that take place at the point of sale Consumers submit an entry to be judged Consumers submit their names for a drawing Presents consumers with something every time they buy Major Sales Promotion Tools
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