Business Marketing
Communications:
Advertising and Sales
Promotion
Chapter 16
Promotions

Why are promotions so important?

The importance of salespeople
• Why?

Other methods
The Role of Advertising

Integrated Communication Program
• Blend with objectives

Enhancing Sales Effectiveness
• Does it help?





$$ per salesperson
Higher ratings
Supplier reputation
Increased brand awareness
Gross margins
The Role of Advertising

Increasing Sales Efficiency
• Actual customers
• Potential customers

Creating awareness
• Unawareness Awareness Preference

Interactive Marketing
Communications
• Impact of the internet

Limitations of Advertising
Managing B2B Advertising
1.
Set Advertising Objectives and Define
Target Market
2.
Determine the Advertising Budget
3.
Develop the Message
4.
Select the Media
5.
Evaluate Advertising Effectiveness
Managing B2B Advertising

Set Advertising Objectives & Define Target
Market
• Know what you want to accomplish
• Written objectives


Four characteristics
Three common examples
• Brand awareness
• Recognition
• Buyer attitudes
• Target audience
• Creative Strategy Statement

How to position the product?
Managing B2B Advertising

Determining the Advertising Budget
• Two methods

Rules of thumb
• When to use
• Types
• Consequence of sales

Objective-task method
• How it works
 Establish objectives
 Assess communication needed
 Define goals in measurable terms
 Estimate budget needed to achieve goals
• Determinant of sales
• Passing the threshold
Managing B2B Advertising

Developing the Advertising Message
• Highlight attributes
• Perception


Attention
Interpretation
• Example: Technical advertisements
• Focus on benefits


Focus on what customers want and
Focus on company’s ability to reach them
• Marketing research
Managing B2B Advertising

Selecting Advertising Media
• Based on what the target market uses
• Business publications

Horizontal publications
• Ad Age, Marketing News

Vertical publications
• Chemical Business

Requester publications
• Why?
Managing B2B Advertising

Advertising Cost
• Measuring efficiency


Cost per thousand
Cost of reaching target market
• Frequency

How often to run the advertisement?
Direct Marketing Tools

Direct Mail
• Benefits
• Disadvantages

Interactive Marketing
• Customer Relationship Marketing
Measuring Advertising
Effectiveness


What benefits does advertising
provide the company?
Measuring Impact on Purchase
Decision
• Indirect communication

Measurement Program
• Benchmarking

Common benchmarks
Trade Shows






Magnitude of trade shows
Advantages
Costs- about $250
International trade shows
Investment returns
Trade show objectives
•
•
•
•
•
•
Identify decision-influencers
Identify potential customers
Create actual sales
Provide products, services, and company information
Learn of potential application problems
Handle existing customer problems
Trade Shows

Selecting the Show
• Which one to go to?


Net buying influences
Total buying plans
• Ask customers?
• Lead efficiency model

# of sales leads obtained at show
Total # of show visitors with plans to buy
Trade Shows

Managing the Exhibit
• Generate interest
• Salespeople training
• Internet usage

Evaluating Performance
• Attraction
• Contact
• Conversation efficiency