Advertising and Sales Promotion ©2013 Cengage Learning. All Rights Reserved. Chapter 6

Advertising and Sales Promotion ©2013 Cengage Learning. All Rights Reserved. Promotion Planning 6.1 Promotion 6.2 Advertising and Public Relations 6.3 Personal Selling and Sales Promotion 6.4 Other Types of Promotion 2 CHAPTER 6

Advertising and Sales Promotion ©2013 Cengage Learning. All Rights Reserved. 6.1 Promotion Goals Define promotional mix and explain its importance. Identify the steps in developing the promotional plan. Terms promotion promotional mix promotional plan 3 CHAPTER 6

Advertising and Sales Promotion ©2013 Cengage Learning. All Rights Reserved. The Promotional Mix Why is the promotional mix needed? The AIDA concept and the promotional mix attention interest desire action 4 CHAPTER 6

Advertising and Sales Promotion ©2013 Cengage Learning. All Rights Reserved. The Promotional Plan Determine the target market Identify promotional objectives Set the promotional budget Determine the promotional mix Implement and evaluate the promotional plan 5 CHAPTER 6

Advertising and Sales Promotion ©2013 Cengage Learning. All Rights Reserved. 6.2 Advertising and Public Relations Goals Discuss the advantages and disadvantages of advertising. Explain the need for public relations. Terms public relations publicity press release 6 CHAPTER 6

Advertising and Sales Promotion ©2013 Cengage Learning. All Rights Reserved. Advertising for Results Advantages of advertising Disadvantages of advertising 7 CHAPTER 6

Advertising and Sales Promotion ©2013 Cengage Learning. All Rights Reserved. Public Relations and Publicity Why is there a need for public relations? Advertising vs. public relations Advantages and disadvantages of public relations 8 CHAPTER 6

Advertising and Sales Promotion ©2013 Cengage Learning. All Rights Reserved. 6.3Personal Selling and Sales Promotion Goals Explain the steps involved in the sales process. Describe reasons why sales promotion is needed. 9 CHAPTER 6

Advertising and Sales Promotion ©2013 Cengage Learning. All Rights Reserved. 6.3Personal Selling and Sales Promotion Terms personal selling approach preapproach demonstration close suggestion selling follow-up sales promotion 10 CHAPTER 6

Advertising and Sales Promotion ©2013 Cengage Learning. All Rights Reserved. Making the Sale Steps in the sales process Generate sales leads Approach customers Determine customer needs Present the product Overcome objections Close the sale Follow up Improving sales performance 11 CHAPTER 6

Advertising and Sales Promotion ©2013 Cengage Learning. All Rights Reserved. Sales Promotions Reasons for sales promotions Advantages and disadvantages of sales promotion Reaching customers with sales promotions 12 CHAPTER 6

Advertising and Sales Promotion ©2013 Cengage Learning. All Rights Reserved. 6.4 Other Types of Promotion Goals Describe other types of promotion that businesses use. Explain the purpose of visual merchandising. Terms endorsement direct marketing visual merchandising 13 CHAPTER 6

Advertising and Sales Promotion ©2013 Cengage Learning. All Rights Reserved. Promotional Tools Endorsements Celebrity endorsements Endorsement considerations Word-of-mouth promotion Direct marketing 14 CHAPTER 6

Advertising and Sales Promotion ©2013 Cengage Learning. All Rights Reserved. Visual Merchandising Components of visual merchandising Store layout 15 CHAPTER 6