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•
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)
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• 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
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• 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
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• Objectives
– Customer relationship building
• Tools
– Consumer promotion tools
• Coupons
• Cash refunds
• Price packs
• Premiums
• Advertising specialties
• Patronage awards
• POP promotions
• Contests, sweepstakes, games
– Trade (channel) promotion tools
• Allowances & discounts
– Business promotion tools
• Conventions/trade shows • Sales contests
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– Size of incentive
– Conditions for participation
– How to promote & distribute program
– Length of promotion
– Evaluation of program
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• Marketing & nonmarketing public relations
• Major functions performed by PR
– Press relations/agency – Lobbying
– Product publicity – Investor relations
– Public affairs
• PR tools
– News
– Speeches
– Development
– Written materials
– Audiovisuals
– Special events – Corp. identity materials
– Public service activities
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• Steps in the personal selling process
– Prospecting & Qualifying
– Pre-approach\pre-call planning
• Call objectives
– Approach
– Presentation
• Demonstration
– Handling objections
– Close
– Follow-up
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• 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
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• Recruiting & selecting sales people
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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
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• 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
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