Advertising –Analyzing the Sales Process

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WHAT IS ADVERTISNG? Advertising is a paid announcement. Three Criteria: Message must be paid for. Message must be delivered to the audience by mass media. The message must try to persuade the audience of some action or belief. Copyright © Texas Education Agency, All rights reserved. 3

VOCABULARY TERMS ADVERTISING CONSUMER CONSUMER BEHAVIOR MASLOW’S HIERARCHY OF NEEDS CULTURE RITUAL SOCIAL CLASS PERSONAL SELLING FEATURE-BENEFIT SELLING CONSULTATIVE SELLING TELEMARKETING Copyright © Texas Education Agency, All rights reserved. 4

CONSUMERS AND THEIR NEEDS A CONSUMER IS SOMEONE WHO USES PRODUCTS. CONSUMERS CHOOSE TO BUY ITEMS THAT ARE NEEDS OR WANTS. CONSUMER BEHAVIOR IS EVERYTHING THAT AFFECTS OR IS AFFECTED BY HUMAN CONSUMPTION. Copyright © Texas Education Agency, All rights reserved. 5

Maslow’s Hierarchy of Needs UNT in partnership with TEA, Copyright © All rights reserved 2 Copyright © Texas Education Agency, All rights reserved. 6

WANTS Economic ◦Material goods and service ◦Basis of an economy ◦Clothing, housing, cars ◦Hair styling, medical care, airline tickets Non-economic ◦Sunshine ◦Fresh air ◦Exercise ◦Friendship ◦Happiness Copyright © Texas Education Agency, All rights reserved. 7

Needs and Wants Needs and wants are unlimited. Needs and wants are only limited by the minds of consumers. Many purchases are related to additional purchases. Businesses respond to needs and wants when they can make a profit. Copyright © Texas Education Agency, All rights reserved. 8

Where Do I Live? What Do I think? Copyright © Texas Education Agency, All rights reserved. 9

Selling Techniques Personal Selling-any form of direct contact between a sales person and a customer. Feature-Benefit Selling-Sales that match the characteristics of a products to a customer’s needs and wants. Consultative Selling-Providing solutions to customer’s problems by finding products that meet their needs. Telemarketing-Selling products over the telephone Copyright © Texas Education Agency, All rights reserved. 10

Product Features- May be basic, physical or extended attributes of the product. The most basic feature of a product is its intended use. Consumers look for qualities of a product that differentiate competing brands. Additional features ad more value to a products and provide reason for price differences. Copyright © Texas Education Agency, All rights reserved. 11

Product Benefits Benefits for the customer Advantages or personal satisfaction one gets from the product use Product benefits become selling points for the salesperson. Copyright © Texas Education Agency, All rights reserved. 12