CHAPTER 9 Promotion:
Advertising, Sales Promotion, public
Relations
The best advertising is done by
satisfied customers.
The learning objectives
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Marketing promotion tools
Advertising
Sales management
Public relations
1.Promotion tools
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Advertising
Sales promotion
Public relations and publicity
Personal selling
Sales promotion
Short-term incentives to encourage the purchase
or sale of a product or service.
Major sales promotion tools
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Sample
Coupon
Cash refund(offer)
Price pack
Premium
Advertising specialty
Patronage reward
Point-of purchase(POP)
Contests sweepstakes games
Discount
Allowance
Public relations
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Press relations
Public affairs
lobbying
Investor relation
development
Product market
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Consumer goods
Industrial goods
relative spending in Consumer
goods market
Sales promotion
advertising
Personal selling
Public relations
relative spending in industrial
goods market
Personal selling
Sales promotion
advertising
Public relations
SALES MANAGEMENT
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Sales force management
Principles of personal selling
Major steps force strategy and
structure
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Designing sales force strategy and structure
Recruiting and selecting salespeople
Training sales people
Compensating salespeople
Supervising salespeople
Evaluating salespeople
Sales force structure
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Territorial sales force structure
Product sales force structure
Customer sales force structure
Complex sales force structure
Sales force size
Discussion:
how to decide the sales force size?
compensation
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The fixed amount
The variable amount
Expense allowances
Fringe benefit
the relationship between overall
marketing strategy and sales force
compensation
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P594
PRINCIPLE OF PERSONAL
SELLING
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Prospecting
Pre-approach
Presentation And Demonstration
Handling Objection
Closing
Follow-up
Relationship Marketing
The process of creating maintaining, and
enhancing strong, value-laden relationships
with customers and other stakeholders.
DISCUSSION
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What is team selling and what are its
advantages and disadvantages?how would
recruiting and training for individual?
2. Advertising
Advertising is any paid form of nonpersonal
presentation and promotion of ideas,goods,or
services by an identified sponsor.
The 5 Ms of Advertising
Advertising objective
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A specific communication task to be
accomplished with a specific target audience
during a specific period of time.
Advertising Objectives
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Informative advertising
Persuasive advertising
Reminder advertising
Advertising strategy
1.Creating the advertising message
 Message strategy
 Message execution
2.Selecting advertising media
 Deciding on reach ,Frequency, and Impact
 Choosing among major media types
 Selecting specific media vehicles
 decide on media timing
Where is the idea?
Execution styles
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Slice of life
Lifestyle
Fantasy
Mood or image
Musical
Personal symbol
Technical expertise
Scientific evidence
Other Advertising Consideration
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Advertising agency
International advertising decisions