1. Lecture 27

2. Chapter 13
Promoting
Products

3. Chapter Outline Importance Of Promotion Advertising Promotions
Personal Selling
Sales Promotions
Publicity & Public Relations
Promotional Practices In Small Business
International Promotional Strategies

4. Advertising
Promotional Tool Consisting Of Paid, Non-Personal Communication Used By An Identified Sponsor To Inform An Audience About A Product.

5. Advertising Strategies
Depends upon product lifecycle
Persuasive
Stress Quality
Influence consumers to buy a company’s product rather than the rivals
Comparative
Maturity Stage
Two ore more products are directly compared
Goal is to take sales from competition
Reminder
Decline Stage
Keeps products names in consumer minds

6. Advertising Media Television Direct Mail Newspapers Magazines Radio
Outdoor
Internet
Data Mining & Warehousing
Virtual
Media Mix

7. Media Mix By Industry

8. Advertising Campaign ID Target Set Budget Define Objectives
Create Message
ID Media
Evaluate

9. Personal Selling Personal Selling Telemarketing Situations Retail
Industrial

10. Sales Force Management
Top Management- Sets Goals
Salespeople- Set Realistic Objectives
Organize Sales Force To Meet Goals
Implement/Evaluate Success Of Overall Sales Plan

11. Personal Selling Tasks
Order Processing
Receives an order and sees to its handling and delivery
Creative Selling
Missionary Selling
Promote company and the product rather than make sale

12. Personal Selling Process
Follow-Up
Approach
Prospect & Qualify
Present
Closing
Handle Objections

13. Sales Promotion
Important because enhance recognition, increase sales and motivates the customer to try
Coupons
Point-Of-Purchase
Purchasing Incentives
Trade Shows
Contests

14. Sales Promotion Coupons Point-Of-Purchase Purchasing Incentives
Certificates entitling bearers to savings off regular prices
Point-Of-Purchase
Located at the end of aisles or at checkout counters
Easier to find product and eliminate competition
Purchasing Incentives
Free samples or premium (free or reduced price items)
Trade Shows
Companies have booth in which they display products
Contests

15. Publicity & PR Publicity Public Relations Free Little Control
Company-Influenced
Create Goodwill

16. Small Business Advertising
Internet
Non-Prime Time
Yellow Pages
Direct Mail
Targeted Magazine Ads

17. Small Business Personal Selling
Sales Force
Sales Agencies
Telemarketing

18. Global Advertising Product Variations Language Differences
Cultural Receptiveness
Image Differences