1. 16 * * * * * Using Effective Promotional Techniques
CHAPTER 16
Nickels McHugh McHugh * *
1-1
McGraw-Hill/Irwin
Understanding Business, 8e
© 2008 The McGraw-Hill Companies, Inc., All Rights Reserved.

2. Traditional Promotional Mix
Personal Selling
Sales Promotion
Public Relations
Advertising
Product

3. Steps In A Promotional Campaign
Identify the target market
Define the objectives
Determine the promotional budget
Develop a unifying message
Implement the plan
Evaluate effectiveness

4. Advertising
Advertising media: Newspaper, television, radio, magazines, outdoor, direct mail, yellow-pages, Internet
The growing use of Infomercials
Moving to the Internet
Global advertising

5. Steps in the Selling Process (B2C)
Follow up
Close sale
Make presentation
Start
Ask questions
Approach

6. Steps in the Selling Process (B2B)
Prospect and Qualify
Preapproach
Approach
Make Presentation
Answer Objections
Close Sale
Follow Up

7. Public Relations Steps Publicity Listen to the public.
Change policies and procedures.
Inform people that you’re being responsive to their needs.
Publicity
Free
More Effective Than Advertising
Believable
No Control
No Repetition

8. Sales Promotion Techniques
B2B
Trade Shows
Portfolios
Deals
Catalogs
Conventions
B2C
Coupons
Cents-off Promotions
Sampling
Premiums
Sweepstakes
Contests
Bonuses
Catalogs
Demonstrations
Special Events
Lotteries
In-store Displays

9. Sales Promotion Internal & External Sampling Word-Of-Mouth
Viral Marketing/Swag
Blogging
Podcasting

10. Putting it all Together
Convince wholesalers and retailers to stock and sell
Producer uses advertising, personal selling, sales promotion to convince the intermediaries
Idea is to push the product through the distribution system to the stores
Heavy advertisements and sales promotion efforts
Directed at consumers so that they will request the products from retailers
Products are pulled down through the distribution system