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McGraw-Hill/Irwin Understanding Business, 8e. © 2008 The McGraw-Hill Companies, Inc., All Rights Reserved. Nickels McHugh McHugh. *. *. Using Effective Promotional Techniques. *. CHAPTER. 16. *. *. 1- 1. Personal Selling. Advertising. Product. Sales Promotion.

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  1. McGraw-Hill/Irwin Understanding Business, 8e © 2008 The McGraw-Hill Companies, Inc., All Rights Reserved. Nickels McHugh McHugh * * Using Effective Promotional Techniques * CHAPTER 16 * * 1-1

  2. Personal Selling Advertising Product Sales Promotion Public Relations Traditional Promotional Mix

  3. Identify the target market Define the objectives Determine the promotional budget Develop a unifying message Implement the plan Evaluate effectiveness Steps In A Promotional Campaign

  4. Objectives ofIntegrated Marketing • Build Brand Equity • Provide Information • Manage Demand & Build Sales • Differentiate Products • Influence Perceptions, Attitudes, & Buyer Behavior

  5. Advertising • Advertising media: Newspaper, television, radio, magazines, outdoor, direct mail, yellow-pages, Internet • The growing use of Infomercials • Moving to the Internet • Global advertising

  6. “You deserve a break today” “Be all you can be” “Pepsi-Cola hits the spot” “Mm Mm good!” “See the USA in your Chevrolet” “I wish I were an Oscar Mayer wiener” “A little dab’ll do ya” “Double your pleasure, double your fun” “It’s the real thing” “Winston tastes good like a cigarette should” Century’s Top Ad Jingles Source: Advertising Age

  7. Do Blatantly SexyAds Turn You Off? Source: USA Today

  8. Total DirectAdvertising Expenditures Source: The Direct Marketing Association, Advertising Age (accessed August 10, 2006)

  9. Money Spent to Place Products In Billions Source: PQ Media

  10. Total Advertising Expenditures By Media Expenditures of 100 Leading National Advertisers Source: Advertising Age, 2005

  11. Ad Spending Growth Source: Advertising Age, 2005

  12. Infomercials GrossingOver 1 Billion In Billions Source: Business 2.0, June 2005

  13. U.S. Online Ad Spending Source: Investors.com; Advertising Age, 2005

  14. Steps in the Selling Process (B2C) Follow up Close sale Make presentation Start Ask questions Approach

  15. Steps in the SellingProcess (B2B) • Prospect and Qualify • Preapproach • Approach • Make Presentation • Answer Objections • Close Sale • Follow Up

  16. Steps Listen to the public. Change policies and procedures. Inform people that you’re being responsive to their needs. Publicity Free More Effective Than Advertising Believable No Control No Repetition Public Relations

  17. B2B Trade Shows Portfolios Deals Catalogs Conventions B2C Coupons Cents-off Promotions Sampling Premiums Sweepstakes Contests Bonuses Catalogs Demonstrations Special Events Lotteries In-store Displays Sales Promotion Techniques

  18. Coupons can be used as a “Thank you for buying” or a “Stop and try us.” The value must be enough to attract customers. Use coupon promotions sparingly. Get professional help to get maximum exposure. Color-code your coupons for different groups that use them. Tips onIssuing Coupons

  19. Coupon Statistics Average Face Value • 93 cents (2004); 46 cents (1990) Amount saved in 2004 • $2.9 billion Number of coupons redeemed in America in 2004 • 3 billion Coupons rank 2nd as purchase motivators (Largest: Free Samples) Source: St. Louis Post-Dispatch Everyday, July 2005

  20. Sales Promotion • Internal & External • Sampling • Word-Of-Mouth • Viral Marketing/Swag • Blogging • Podcasting

  21. Convince wholesalers and retailers to stock and sell Producer uses advertising, personal selling, sales promotion to convince the intermediaries Idea is to push the product through the distribution system to the stores Heavy advertisements and sales promotion efforts Directed at consumers so that they will request the products from retailers Products are pulled down through the distribution system Putting it all Together

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