1. Advertising Sales Promotion Public Relations Personal Selling

2. New/Non-traditional Promotion
Product placement
Branded media
Guerilla marketing

3. Advertising Setting objectives (Ads classified by purpose)
Informative advertising
E.g., Pioneer ads
Persuasive advertising
E.g., Comparative product/brand ads, institutional ads (esp. advocacy ads)
Reminder advertising
Esp. for mature products
Setting budget
Affordable, % of sales, competitive parity, & objective & task methods
Determining sponsorship (Ads classified by who pays)
National advertising
Local advertising
Cooperative advertising
AKA cross-promotion
Relationship marketing practices (e.g., co-branding)

4. Advertising (Cont.) Technology-driven developments
Interactive advertising
Customer involvement in info. acquisition
Non-traditional media for advertising
Social networking websites
Mobile media
Videogames
Podcasts
Effectiveness assessment
Impressions, click-through, conversion rate

5. Advertising (Cont.) Developing strategy Create the advertising message
Plan a message strategy
Develop creative concept
Select specific appeals
Select message execution style
Select the advertising media
Decide on reach, frequency, & impact
Choose among media types (Table 16.1, p. 539)
Select specific media vehicles
Decide on media timing/scheduling
Evaluate advertising
Communication & sales effects
Pre-testing & post-testing

6. Sales Promotion Objectives Customer relationship building Tools
Consumer promotion tools
Coupons • Advertising specialties
Cash refunds • Patronage awards
Price packs • POP promotions
Premiums • Contests, sweepstakes, games
Trade (channel) promotion tools
Allowances & discounts
Business promotion tools
Conventions/trade shows • Sales contests

7. Sales Promotion (Cont.)
Developing the sales promotion program
Size of incentive
Conditions for participation
How to promote & distribute program
Length of promotion
Evaluation of program

8. Public Relations Marketing & nonmarketing public relations
Major functions performed by PR
Press relations/agency – Lobbying
Product publicity – Investor relations
Public affairs – Development
PR tools
News – Written materials
Speeches – Audiovisuals
Special events – Corp. identity materials
Public service activities

9. Personal Selling Steps in the personal selling process
Prospecting & Qualifying
Pre-approach\pre-call planning
Call objectives
Approach
Presentation
Demonstration
Handling objections
Close
Follow-up

10. Managing the Sales Force
The sales plan: set objectives, design sales force strategy & structure, create account mgmt. policies
Dividing sales force responsibilities
Territorial sales force structure
Product sales force structure
Customer sales force structure
Complex sales force structure
Determining sales force size
Workload approach
Outside sales force/inside sales force
Team selling: major account management
Account mgmt. policies specify:
Whom to contact, selling/service activities, how to perform

11. Managing the Sales Force (Cont.)
Recruiting & selecting sales people
Training sales people
Average training period usually 4 months
Goals
Compensating sales people
Salary, commission/bonus, expense allowance, fringe benefits
Supervising sales people
Annual call schedule
Time-and-duty analysis
Sales force automation systems

12. Managing the Sales Force (Cont.)
Supervising sales people (cont,)
Motivating sales people
Organizational climate
Positive incentives
Sales quotas
Evaluating sales people
Sales report
Call report
Expense report
Qualitative evaluation
Formal evaluation