ELC 310
Day 22
Agenda
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Fourth Student Case
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Market Soft by Emlyn
E-mail 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
Case study Grading rubric
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Grade Generation for analysis
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Two Components
 Instructor Grade for Presenter
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Instructor Grade for Class Participation
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Demonstrated Mastery of Case Study
Understanding of How Case Study Fits
Presentation effectiveness
Quality of PowerPoint
Grading Rubric for Class Participation
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40% of Total Grade
Grading Rubric for Presenter
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60% of Total grade
Subjective interpretation
100%
Grades will be posted Nov 25 & Dec 12
30%
30%
20%
20%
Rest of Schedule
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ToDay
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MarketSoft Corporation (Emlyn)
Communication and Selling
Dec 2
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Logistics.com A & B (Steve)
Build a Trusting Relationship with
Customers
Dec 9
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OSRAM Sylvania (Owen)
Pricing and Distribution
Dec 5
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Dec 12
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Travelocity (Randy)
The Future of Digital Marketing
Citibank Online (Emlyn)
Take Home Quiz #4 Assigned
Dec 17 @ 1 PM
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Take Home Quiz #4 Due
Written Case Study &
Presentations Due
® Tony Gauvin, UMFK , 2007
Overview
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Introduction
Advertising
Selling
Multichannel Communication
Introduction
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After targeting and positioning comes
advertising and selling
Evaluate advertising options
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Two types of selling
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Assess effectiveness
Decision support systems
Push based
Trust based
Multichannel Communication and the Internet
How to evaluate Media Copy
Ad Evaluation Form
Your rating of the ad
Weight
1 = extremely Bad
1
2
3
7 = extremely good
4
5
6
7
X
O
8
High attention
7
Positive Brand association
6
Brand recall
5
Positive perceptions
O
4
Information
O
2
Core Service Proposition
5
High emotions
X
O
9
Action -- visit site & buy
0
X
10
Creativity
X
O
3
Target Group effectiveness
0
X
Total score = sum (weights x ratings)
O
O
X
X
X
x
O
X = 375, O = 319
X
Advertising
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Online ads
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The promise
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Boost brand awareness
Sell products
Targeted, receptive audience
Instant actions
Eliminates gulf between perception of
needs and satisfying the need
The advent of rich media
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Banner ads are dead
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Rich media
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Static graphics
Dynamic, multisensory and interactive
Engages the viewers attention
NOT TV ads for the internet!
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Nonlinear
Interactive and individualized
Rich media examples
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Interpolls
Eyeblaster
United Virtualities
Eyewonder
Pointroll
Unicast
Rich Media Guidelines
http://www.iab.net/iab_products_and_industry_services/1421/1443/1467
How much to spend where
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Questions
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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
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Model effects of alternative solutions
Predictive analysis based on existing data
Used to indentify problems and causes
Increasing Complexity
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The Internet has increased the
complexity of advertising
1.
2.
3.
4.
Targeted instead of mass marketing
Generates more data
More complex medium (rich media)
Different payment schemes (performance
based)
1.
5.
Pay per click (click through) (sale)
Disaggregated medium
Selling
Two approaches
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Push (Theory P)
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Get Large list of leads
Screen list for buyers
Make the pitch
Close the sale
Start over
Many leads -> few
sales
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Trust (Theory T)
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Target a few highpotential clients
Research their
problems
Build relationship
Sales people
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Solve problems
Trusted advisors
Multichannel communications
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In the past all sales was in person; face to
face
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High sales cost
Lack of standardization
Success based on “sales talent”
Things are much different
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How do you maintain “one voice” with many
channels?
Advertising
Awareness
Public Realtions
Selling
Internet
Perception
Selling
Telemarkeing
Preference
Selling
Purchase
Time
Internet Feature
Traditional
Media reach/
frequency
Unaware
Media Spending
Aware
Copy
Copy
Interest
Knowledge
•Rich Media
•Browse
•Word of Mouth
Traditional
Internet Feature
Copy
Attitude
Store
Preference
Store
Confidence
Pickup
Purchase
•Visit Site
•Entertaining/
•Easy-to use site
•Dialogue
•Personalization
•Information
•Fair/compete
•Education
Return
Use/loyalty
•Personal
•Comparison
•Advisor
•Configuration
•800 number/ e-mail
advice
•Overcome Objections
•Offers
•Trust
•Overlay Channel
•Mail/Home delivery
•Word of Mouth –
Opinions
•Relationship
•Service