16 * * * * * Using Effective Promotional Techniques CHAPTER 16 Nickels McHugh McHugh * * 1-1 McGraw-Hill/Irwin Understanding Business, 8e © 2008 The McGraw-Hill Companies, Inc., All Rights Reserved.

Traditional Promotional Mix Personal Selling Sales Promotion Public Relations Advertising Product

Steps In A Promotional Campaign Identify the target market Define the objectives Determine the promotional budget Develop a unifying message Implement the plan Evaluate effectiveness

Advertising Advertising media: Newspaper, television, radio, magazines, outdoor, direct mail, yellow-pages, Internet The growing use of Infomercials Moving to the Internet Global advertising

Steps in the Selling Process (B2C) Follow up Close sale Make presentation Start Ask questions Approach

Steps in the Selling Process (B2B) Prospect and Qualify Preapproach Approach Make Presentation Answer Objections Close Sale Follow Up

Public Relations Steps Publicity Listen to the public. Change policies and procedures. Inform people that you’re being responsive to their needs. Publicity Free More Effective Than Advertising Believable No Control No Repetition

Sales Promotion Techniques B2B Trade Shows Portfolios Deals Catalogs Conventions B2C Coupons Cents-off Promotions Sampling Premiums Sweepstakes Contests Bonuses Catalogs Demonstrations Special Events Lotteries In-store Displays

Sales Promotion Internal & External Sampling Word-Of-Mouth Viral Marketing/Swag Blogging Podcasting

Putting it all Together Convince wholesalers and retailers to stock and sell Producer uses advertising, personal selling, sales promotion to convince the intermediaries Idea is to push the product through the distribution system to the stores Heavy advertisements and sales promotion efforts Directed at consumers so that they will request the products from retailers Products are pulled down through the distribution system