Chapter 15 & 16 --Advertising

Front 1

3 Objectives of Advertising

Consumers move in steps from one mental state to the next before eventually deciding to purchase a particular product.

Back 1

<b>Cognitive</b>
-Build Awareness = Attention

<b>Affect</b>
--Gain Interest/liking = Interest & Desire

<b>Behavioral</b>
--Stimulate action = Action

Front 2

AIDA Model

Back 2

Attention

Interest

Desire

Action

Front 3

Copy Brief Essentials

Back 3

<b>Marketing Objective:</b>
What is it the Brand needs to accomplish?
• Drive awareness? Build loyalty? Buy more often?
• Think AIDA

<b>Assignment:</b>
TV, Outdoor, Online, Print

<b>Customer Insight:</b>
What consumer insights do you have that can effect a change in
consumer attitude or behavior?
<i>• Barriers to overcome? Perceived/real weakness? Compelling belief?</i>

<b>Advertising Strategy Statement:</b>
What is the Unique Selling Proposition for the product / service?
• Convince (Target), That (Benefit), Because (Reason to Believe)

<b>Brand Personality / Essence:</b>
What is the core personality of the brand? From the Brand Pyramid

Front 4

Reading

Back 4

-

Front 5

Sales Promotions

Back 5

Short term incentives to encourage the purchase or sale of a product or service

Targeted towards:

Final buyers (consumer promotion)

Retailers & wholesalers (trade promotions)

sales force (sales force promotions)

Front 6

Sales promotions account for 74% of marketing expenditures

Back 6

true

Front 7

Promotion Clutter

Back 7

Consumers are increasingly tuning out promotions, weakening their ability to trigger immediate purchase

Front 8

trade promotions are used to

Back 8

get retailers to carry new items/more inventory, buy ahead, promote the company's products with more shelf space

Front 9

Rather than creating only short term sales or temporary brand switching <b>sales promotions should help...

Back 9

reinforce the product's position and <b>build long-term CUSTOMER relationships

Front 10

Frequency marketing programs

Back 10

loyalty clubs

Washington post example "Post Points" redeem for free stuff

Front 11

Consumer Promotions

Back 11

Sales promotion tool used to boost short-term customer buying and involvement or to enhance long-term customer relationships

Front 12

Consumer Promotion Tools (PULL Strategy)

Back 12

<b>Samples</b>:
offer trial amount of product--most effective and expensive way to introduce a new product

<b>Coupons</b>:
certificates that give buyers a savings when they purchase--coupon clutter has reduced redemption rates--Cellfire digitally distributes coupons

<b>Rebates/Refunds</b>:
Like a coupon AFTER the purchase

<b>Price Packs (cents-off deals)</b>: More effective than coupons at stimulating SR sales--2 for 1, bundling of complementatry items

<b>Premiums</b>
offered free or at low cost as incentive to buy a product--in-pack, on-pack, or through mail

<b>Advertising Specialties</b>:
"promotional Products--free stuff with company's logo branded on it--hats, t-shirts, pens, stickies, etc.

<b>Point of Purchase (POP)</b>:
displays, demonstrations that happen as you checkout--or as you shop

<b>Contest</b>:
submit an entry to be judged by a panel who selects winner

<b>Sweepstakes</b>
Submit names for drawing

<b>Games</b>:
each time a buyer buys they get a different game piece--creates considerabl

Front 13

Event Marketing/Sponsorship

Back 13

Creating a brand marketing EVENT or serving as a sole or participating sponsor of events created by others

mobile brand tours
festivals
reunions
marathons
concerts
other sponsored gatherings

Front 14

Trade Promotions

Back 14

Sales promotion tools used to persuade resellers/retailers to carry a brand, give it shelf space, promote it in advertising and <b>PUSH it to consumers

Price-offs
allowances
buy-back guarantees
free goods

Front 15

Business Promotions

Back 15

promotion tools used to generate business leads, stimulate purchases, reward customers, and motivate salespeople

Trade shows/conventions

Sales Contests

Front 16

Conventions & Tradeshows

Back 16

companies and trade associations organize these to promote their products

Vendors have opportunities to find new leads, contact customers, introduce new products, meet new customers, educate customers

helps reach groups not reached by sales force

Front 17

Sales Contests

Back 17

contest for salespeople or dealers to motivate them to increase their sales performance over a given period

motivate and recognize good company performers

trips
cash prizes
gifts

Work best when tied to measurable and achievable sales objectives

Front 18

Developing the Sales Promotion Program

Back 18

Size of the incentive

Conditions for participation

How to promote/distribute the promotion program

How long with the promotion run for?

<b>Evaluation of Promotion: </b>(How did the promotion do? what were the results?)
-Compare sales before after and during promotion

Front 19

Chp. 15

Back 19

PR

Front 20

Public Relations

Back 20

Building good relations with the company's various publics by obtaining favorable publicity, building up a good corporate image, and handling or heading off unfavorable rumors, stories and events

Front 21

Major Trade Promotion Tools (PUSH Marketing)

Back 21

Trade shows

Trade Allowances

Trade Incentives

Front 22

Promotional Campaigns (co-sponsorships)

Back 22

Ex. Kid Cuisine & Shrek

<b>You Want to Achieve High Awareness & Consistency!</b>

1. At Home: TV, Radio, Internet, FSI
2. In-Store: Freezer Clings, Packaging
3. In-Pack: Meals, Promotions

Front 23

***2 Laws of Communication

Back 23

<b>ADVERTISING MAINTAINS brands

<B>PUBLICITY BUILDS brands

Front 24

What can the marketing
manager do to get others
talking about the brand?

Back 24

PR! of course!

Events
Product Placement
Industry Campaigns

Front 25

Read pg 448-451

Back 25

Highlighted Segments

Front 26

Chp. 16

Back 26

Personal Selling

Front 27

Personal Selling

Back 27

personal presentation by the firm's sales force for the purpose of making sales and building customer relationships

one of the oldest professions in the world--Interpersonal arm of the promotion mix

Front 28

Salesperson

Back 28

individual representing a company to customers by performing one or more of the following activities: selling, servicing, information gathering, and relationship building

Front 29

Sales force serves as the critical link between a company and its customers

Back 29

true!

serve both seller and the buyer--represent the company to the customer

Front 30

Marketing & Sales can be at odds with eachother if treated as separate business units

Back 30

INcrease communication bwn the two

joint assignments

joint objectives/rewards

marketing sales liaisons

C-level exec. to manage/integrate both

Front 31

Sales Force Management

Review Fig. 16.1

Back 31

the analysis, planning, implementaion and control of sales force activities.

Includes designing sales force strategy and structure and recruiting, selecting, training, supervising, compensating, and valuating the firm's salespeople

Front 32

Territorial Sales Force Structure

Back 32

A sales force organization that assigns each rep to an exclusive geographic area

Front 33

Product sales force structure

Back 33

salespeople specialize in selling only a portion of the company's product lines

Front 34

Customer Sales Force structure

Back 34

A sales force organization under which salespeople specialize in selling only to CERTAIN CUSTOMERS OR INDUSTRIES

Front 35

Complex Sales Force Structure

Back 35

wide variety of products, to many industries, in many geographic locations

Hybrid structures are needed/tailored

Front 36

Workload Approach

Back 36

grouping of accounts into different classes according to size, account status, or other factors related to the amount of effort required to maintain them

# of calls/visits required annually

Front 37

Outside Sales Force

Back 37

outside salespeople who TRAVEL to call on customers in the field

Front 38

Inside Sales Force

Back 38

Inside salespeople who conduct business from their offices via telephone, the internet, or visits from prospective buyers

Front 39

Team Selling

Back 39

Using teams of people from sales, marketing, engineering, finance, technical support, and even upper management to service large, complex accounts

Front 40

4 Key Characteristics of Successful Sales People

Back 40

Intrinsic Motivation

Disciplined Work Style

Ability to close a sale

Ability to build relationships with Customers

Front 41

4 Basic Types of Compensation Plans

Back 41

Straight Salary

Straight Commission

Salary + Bonus

Salary + Commission

Front 42

THe goal of supervision is to help salespeople

Back 42

Work SMART

By doing the right things at the right time

Front 43

Fig. 16.2

Back 43

How Salespeople spend their time

10% active selling

31% Administrative

Front 44

Sales Quotas

Back 44

standard that states the amount a salesperson should sell and HOW sales should be divided among the company's products