1. ELC 310
Day 21

2. Agenda Fourth Student Case
Market Soft by Lee
presentations at least 15 min before class so I may upload to web server
Grades will be posted later today for first CSA
Case studies are tied to proceeding chapters, make sure you discuss the connection
Discussion/lecture Communication and Selling

3. Rest of Schedule Nov 30 Dec 4 Dec 7 Dec 11 Dec 14 Dec 20 @ 3PM
MarketSoft Corporation
L. Dubois
Communication and Selling
Dec 4
OSRAM Sylvania
G.Sumyla
Pricing and Distribution
Dec 7
Logistics.com A & B
G. Nagradic
Build a Trusting Relationship with Customer
Dec 11
Travelocity
K. Pelletier
The Future of Digital Marketing
Dec 14
Citibank Online
L. Dubois
Written Case Study Due
Dec 3PM
Quiz #4
Case Study Presentations Due

4. Overview
Introduction
Advertising
Selling
Multichannel Communication

5. Introduction
After targeting and positioning comes advertising and selling
Evaluate advertising options
Assess effectiveness
Decision support systems
Two types of selling
Push based
Trust based
Multichannel Communication and the Internet

6. How to evaluate Media Copy
Ad Evaluation Form
Your rating of the ad
Weight
1 = extremely Bad
7 = extremely good 1 2 3 4 5 6 7 8
High attention X O
Positive Brand association
Brand recall
Positive perceptions
Information x
Core Service Proposition
High emotions 9
Action -- visit site & buy 10
Creativity
Target Group effectiveness
Total score = sum (weights x ratings)
X = 375, O = 319

7. Advertising Online ads The promise
Boost brand awareness
Sell products
The promise
Targeted, receptive audience
Instant actions
Eliminates gulf between perception of needs and satisfying the need

8. The advent of rich media
Banner ads are dead
Static graphics
Rich media
Dynamic, multisensory and interactive
Engages the viewers attention
NOT TV ads for the internet!
Nonlinear
Interactive and individualized

9. Rich media examples Interpolls Eyeblaster United Virtualities
Eyewonder
Pointroll
Unicast

10. Rich Media Guidelines

11. How much to spend where Questions Role of MDSS
How much in incremental sales and profits did a promotion generate?
Would it be worthwhile to enlarge our advertising budget to increase consumer trial of our new product and obtain leverage from a heavy investment in point-of-purchase displays?
What would happen if we shifted same of our personal selling resources to other channels?
Role of MDSS
Model effects of alternative solutions
Predictive analysis based on existing data
Used to indentify problems and causes

12. Increasing Complexity
The Internet has increased the complexity of advertising
Targeted instead of mass marketing
Generates more data
More complex medium (rich media)
Different payment schemes (performance based)
Pay per click (click through) (sale)
Disaggregated medium

13. Selling Two approaches Push (Theory P) Trust (Theory T)
Get Large list of leads
Screen list for buyers
Make the pitch
Close the sale
Start over
Many leads -> few sales
Trust (Theory T)
Target a few high-potential clients
Research their problems
Build relationship
Sales people
Solve problems
Trusted advisors

14. Multichannel communications
IN the past all sales was in person; face to face
High sales cost
Lack of standardization
Success based on “sales talent”
Things are much different
How do you maintain “one voice” with many channels?

16. Media reach/ frequency
Internet Feature
Rich Media
Browse
Word of Mouth
Visit Site
Entertaining/
Easy-to use site
Dialogue
Personalization
Information
Fair/compete
Education
Traditional
Copy
Store
Pickup
Return
Internet Feature
Personal
Comparison
Advisor
Configuration
800 number/ advice
Overcome Objections
Offers
Trust
Overlay Channel
Mail/Home delivery
Word of Mouth – Opinions
Relationship
Service
Traditional
Media reach/ frequency
Media Spending
Copy