Personal Selling. Personal communication of information to persuade somebody to buy something. Personal communication of information to persuade somebody.

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Presentation transcript:

Personal Selling

Personal communication of information to persuade somebody to buy something. Personal communication of information to persuade somebody to buy something. 500,000 People In advertising 16,000,000 People In sales

When Personal Selling is Used When MARKET is concentrated: geographically, in few industries, or in several large customers When PRODUCT value is not apparent, has high unit cost, is technical, requires demonstration, is fitted to customer’s need, is in introductory stage of the Product Life Cycle

Variety of Sales Jobs Delivery sales Missionary salesperson Sales engineer Consultative salesperson

Uniqueness of Sales jobs Most visible representation of their employer. Limited direct supervision Rejection Travel Generate revenue for companies

Changing Patterns in Personal Selling Selling Centers Systems selling Global sales teams Relationship selling Telemarketing Internet selling Sales force automation

The Personal Selling Process

Advertising Verbal and/or visual non-personal message Identified sponsor Delivery through media Payment by sponsor to media carrying message

Types of Advertising TARGET: Consumer or Business TYPE OF DEMAND: Primary or Selective MESSAGE: Product or Institutional SOURCE: Commercial or Social

Advertising Campaign All tasks involved in transforming a theme into a coordinated advertising program to accomplish a specific goal for a product or brand All tasks involved in transforming a theme into a coordinated advertising program to accomplish a specific goal for a product or brand Several different messages Over an extended time Using a variety of media Several different messages Over an extended time Using a variety of media Advertising Campaign Involves

Developing an Advertising Campaign Framework Advertising Campaigns Identify the target audience Establish promotional goals Set promotional budget Determine promotional theme

Selecting Media Type Of Media Specific Media Vehicles Category Of Medium

Selecting Media: General Factors Objectives of the Ad Requirements of the Message Audience Coverage Time and Location Media Cost

Media TV MAGAZINES NEWSPAPERS DIRECT MAIL RADIO OUT-OF-HOMEINTERACTIVE YELLOW PAGES

Evaluating the Advertising Effort Difficulty Of Evaluation Methods Used to Measure Effectiveness

Sales Promotion Demand-stimulating devices to supplement advertising and facilitate personal selling Demand-stimulating devices to supplement advertising and facilitate personal selling Trade Promotions Consumer Promotions

Developing Sales Promotion Plans Determine Objectives and Strategies Determine Budgets Direct The Sales Promotion Effort Select Appropriate Techniques

Public Relations Management tool designed to favorably influence attitudes toward an organization, Its products, and its policies Management tool designed to favorably influence attitudes toward an organization, Its products, and its policies

Benefits of Publicity Lower Costs Increased attention Timeliness More information

Limitations of Publicity Loss of control Limited exposure Publicity is not free

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