Advertising –Analyzing the
Sales Process
“Copyright and Terms of Service
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the property of the Texas Education Agency and may not be reproduced without the express written permission of the
Texas Education Agency, except under the following conditions:
1) Texas public school districts, charter schools, and Education Service Centers may reproduce and use copies of the
Materials and Related Materials for the districts’ and schools’ educational use without obtaining permission from the
Texas Education Agency;
2) Residents of the state of Texas may reproduce and use copies of the Materials and Related Materials for individual
personal use only without obtaining written permission of the Texas Education Agency;
3) Any portion reproduced must be reproduced in its entirety and remain unedited, unaltered and unchanged in any
way;
4) No monetary charge can be made for the reproduced materials or any document containing them; however, a
reasonable charge to cover only the cost of reproduction and distribution may be charged.
Private entities or persons located in Texas that are not Texas public school districts or Texas charter schools or any
entity, whether public or private, educational or non-educational, located outside the state of Texas MUST obtain
written approval from the Texas Education Agency and will be required to enter into a license agreement that may
involve the payment of a licensing fee or a royalty fee.
Call TEA Copyrights with any questions you have.
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WHAT IS ADVERTISNG?
Advertising is a paid
announcement.
Three Criteria:
 Message must be paid for.
 Message must be delivered to the
audience by mass media.
 The message must try to persuade
the audience of some action or belief.
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VOCABULARY TERMS
ADVERTISING
CONSUMER
CONSUMER BEHAVIOR
MASLOW’S HIERARCHY OF NEEDS
CULTURE
RITUAL
SOCIAL CLASS
PERSONAL SELLING
FEATURE-BENEFIT SELLING
CONSULTATIVE SELLING
TELEMARKETING
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CONSUMERS AND THEIR NEEDS
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A CONSUMER IS SOMEONE WHO USES
PRODUCTS.

CONSUMERS CHOOSE TO BUY ITEMS
THAT ARE NEEDS OR WANTS.
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CONSUMER BEHAVIOR IS
EVERYTHING THAT AFFECTS OR IS
AFFECTED BY HUMAN CONSUMPTION.
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Maslow’s Hierarchy of Needs
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WANTS
Economic
◦ Material goods and service
◦ Basis of an economy
◦ Clothing, housing, cars
◦ Hair styling, medical care, airline
tickets
 Non-economic
◦ Sunshine
◦ Fresh air
◦ Exercise
◦ Friendship
◦ Happiness
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Needs and Wants
 Needs
and wants are unlimited.
 Needs and wants are only
limited by the minds of
consumers.
 Many purchases are related to
additional purchases.
 Businesses respond to needs
and wants when they can make
a profit.
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Where Do I Live? What Do I think?
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Selling Techniques
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Personal Selling-any form of direct contact
between a sales person and a customer.
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Feature-Benefit Selling-Sales that match the
characteristics of a products to a customer’s
needs and wants.
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Consultative Selling-Providing solutions to
customer’s problems by finding products
that meet their needs.

Telemarketing-Selling products over the
telephone
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 Product Features May be basic, physical or extended
attributes of the product.
 The most basic feature of a product is
its intended use.
 Consumers look for qualities of a
product that differentiate competing
brands.
 Additional features ad more value to
a products and provide reason for
price differences.
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 Product
 Benefits
Benefits
for the customer
 Advantages
or personal
satisfaction one gets from the
product use
 Product
benefits become selling
points for the salesperson.
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