1. Public Relations, Sales Promotion, Personal Selling

2. Public Relations
Attempts to influence the attitudes and perceptions of consumers, stockholders, and other stakeholders toward companies, brands, politicians, celebrities, not-for-profit organizations
Do something good, then talk about it

3. Objectives of Public Relations
Introducing new products to manufacturers
Introducing new products to consumers
Influencing government legislation
Enhancing the image of a city, region, or country
Calling attention to a firm’s involvement with the community

4. Execute the PR Campaign
Planning a PR Campaign
Develop Objectives
Execute the PR Campaign
Evaluate the Campaign

5. PR Campaign Strategy Statement of objectives Situation analysis
Specification of target audiences, messages to be communicated, specific program elements to be used
Timetable and budget
Discussion of how the program will be evaluated

6. Press Release Types Timely topics Research project stories
Consumer information

7. Sponsorships
PR activities through which companies provide financial support to help fund an event in return for publicized recognition of the company’s contribution
Examples:
Olympics
NASCAR

8. Measuring Effectiveness of PR Efforts
In-house assessment
Awareness and Preference Studies
Counting of press clippings
Impression counts

9. Sales Promotion
Programs that marketers design to build interest in or encourage purchase of a product or service during a specified time period

10. Sales Promotions by Target
Consumers (pull)
Coupons
Samples
Contests
Bonus packs
Premiums
Rebates
Frequency programs
Brand placement
Trade (push)
Trade shows
Incentive programs
POP displays
Push money
Promotional products
Cooperative promotions

11. Brand Placements
Practice of integrating specific products and brands into filmed entertainment
name brand product is used as a prop or set in TV show or movie
increase brand awareness and image
3 types of brand placements
visual - brand can be observed on set
verbal - actor mentions brand by name
hands-on - actor uses or interacts with product

12. Sales promotion alternatives

13. Personal Selling
Occurs when a company representative contacts a prospect directly regarding a product
Critical for many push strategies, B2B products, products that are complex and expensive, and product requiring a “personal touch”

14. Types of Salespeople Order takers Technical specialists
Missionary salespeople
Team selling
Order getters

15. How outside order-getting salespeople spend their time each week

16. Approaches to Personal Selling
Transactional Marketing: The Hard Sell
Relationship Selling
Winning customers
Keeping customers
Developing customers

17. The Selling Process

18. Stages and objectives of the personal selling process

19. U.S. salesforce composition and change

20. Sales Management
Process of planning, implementing, and controlling the personal selling function
Setting Sales Force Objectives
Creating a Sales Force Strategy
Recruiting, Training, Rewarding Salespeople
Evaluating the Sales Force

21. The Sales Force Management Process

22. Organizing the sales force by customer

23. Organizing the sales force by product

24. Organizing the sales force by geography

25. Sales Force Compensation
Straight commission plan
Commission-with-draw plan*
Straight salary compensation plan
Quota-bonus plan
* Commission draws may or may not be recoverable

26. Sales Compensation Examples

27. Sales Compensation by Industry

28. Sales Incentives Leisure trips/ travel Merchandise/ gifts
Recognition dinners
Plaques/ awards
Cash
Cars, memberships, expense treatment