Copyright, Professor W.T.G. Richardson Promotion Personal Selling Mass Selling Advertising Publicity Sales Promotion Copyright, Professor W.T.G. Richardson

Copyright, Professor W.T.G. Richardson Promotion communication of information influence the buyer 3 methods Personal Selling Mass Selling Sales Promotion Copyright, Professor W.T.G. Richardson

Copyright, Professor W.T.G. Richardson Personal Selling direct communication between seller and buyer face2face contact Usually used to sell industrial goods and services Also used to sell some expensive consumer items, eg. Cars, computer systems Copyright, Professor W.T.G. Richardson

Copyright, Professor W.T.G. Richardson Mass Selling communicating with large numbers of potential customers “non”-personal selling used when the target market is large and dispersed Advertising is a form of Mass Selling Copyright, Professor W.T.G. Richardson

Copyright, Professor W.T.G. Richardson Advertising the main form of mass selling any paid form of nonpersonal communication eg. Techniques include billboard ads and TV commercials Copyright, Professor W.T.G. Richardson

Copyright, Professor W.T.G. Richardson Publicity The generation of awareness about a product beyond regular advertising methods. Usually less costly than advertising because sometimes the message is spread for free by a newspaper article or TV story. Copyright, Professor W.T.G. Richardson

Copyright, Professor W.T.G. Richardson Publicity Examples of Publicity famous person photographed using your product your product mentioned in National News in a positive way your product featured in a movie TV commentary about aspects of your product trade magazines carrying a story eg. Road and Track doing a feature on the new Landrover Copyright, Professor W.T.G. Richardson

Copyright, Professor W.T.G. Richardson Publicity Publicity can be negative eg. If a famous movie star gets electrocuted using your product, this can cause people to NOT want to buy it - this would be a major problems eg. If your product is sabotaged - this could include tampering with medical products ie. Tylenol eg. If there are negative rumours about the ingredients in your product eg. If there are negative ingredients about the moral aspects of your company Copyright, Professor W.T.G. Richardson

Copyright, Professor W.T.G. Richardson Promotion People Sales Managers Advertising Managers Sales Promotion Managers Copyright, Professor W.T.G. Richardson

Copyright, Professor W.T.G. Richardson Promotion People Sales Managers Are concerned with managing personal selling In small companies this person also does the advertising and sales promotion Copyright, Professor W.T.G. Richardson

Copyright, Professor W.T.G. Richardson Promotion People Advertising Managers They manage the mass selling activities They chose the company to make the commercials Pick the billboard signs etc. If the company is big enough they hire an outside agency They may also do publicity as well Copyright, Professor W.T.G. Richardson

Copyright, Professor W.T.G. Richardson Promotion People Sales Promotion Managers They manage the Sales Promotion activities They decide about in-store coupons, prizes, contests etc. They spend a lot of time visiting the retail outlets where the product is sold Copyright, Professor W.T.G. Richardson

Copyright, Professor W.T.G. Richardson Sales Promotion People in Sales Promotion Sales Promotion Managers - they deal with Point-of-purchase advertising specialty advertising samples coupons premiums loyalty points / air miles rebates contests Copyright, Professor W.T.G. Richardson

Copyright, Professor W.T.G. Richardson Sales Promotion Sales Promotion includes: Point-of-purchase advertising specialty advertising samples coupons premiums loyalty points / air miles rebates contests Copyright, Professor W.T.G. Richardson

Copyright, Professor W.T.G. Richardson The 3 Promotion Objectives Copyright, Professor W.T.G. Richardson

Copyright, Professor W.T.G. Richardson Informing Persuading Reminding Copyright, Professor W.T.G. Richardson

Copyright, Professor W.T.G. Richardson Relationship between Advertising and the Product Life Cycle Not mentioned in your textbook Copyright, Professor W.T.G. Richardson

Copyright, Professor W.T.G. Richardson Promotion Objectives Informing people have to know about it, in order to buy it Advertising that seeks to develop demand through presenting factual information on the attributes of a product or service. Tends to be used in promoting NEW products. Use in the Introductory Stage of PLC Copyright, Professor W.T.G. Richardson

Copyright, Professor W.T.G. Richardson Promotion Objectives Persuading when competition offers similar product, you have to “persuade” them to try yours Advertising that emphasizes using words and/or images to try to create an image for a product and to influence attitudes about it. Used by Coke and Pepsi re: lifestyle ads. Used after the Introductory Stage of the PLC Copyright, Professor W.T.G. Richardson

Copyright, Professor W.T.G. Richardson Promotion Objectives Reminding when new competition comes along, you have to “remind” customers of your greater experience, advantages etc. Advertising whose goal is to reinforce previous promotional activity by keeping the product’s or service’s name in front of the public. Used in the Maturity Period and the Decline Stage of the PLC. Copyright, Professor W.T.G. Richardson

Copyright, Professor W.T.G. Richardson 4 promotion jobs A.I.D.A. Attention Interest Desire Action Copyright, Professor W.T.G. Richardson

Effective Communication Noise distractions that reduce the effectiveness of the communication things which make an ad, useless because people don’t get the message clearly eg. Competition from similar ads Copyright, Professor W.T.G. Richardson

Effective Communication Encoding means to make a code the process of making your message, and hoping you do it so it will be understood Copyright, Professor W.T.G. Richardson

Effective Communication Decoding means to break a code into language you can understand the process of the customer listening to a message, and being able to correctly figure out what the advertiser wants you to know, or do Copyright, Professor W.T.G. Richardson

Copyright, Professor W.T.G. Richardson P U S H P U L L Pushing through the promotion channel Producer - personal selling 2 wholesaler retailer customer Promotion techniques used run ads in trade magazines to make wholesalers aware of the product provide incentives to retailers to carry the item “… free case of drinks with each 2 cases it buys…” page 466 run contests for salespeople to win prizes for selling the product Copyright, Professor W.T.G. Richardson

Copyright, Professor W.T.G. Richardson D i r e c t M a r k e t i n g Potential Mail Recipients Once your name is on a list for a newspaper subscription, your name and address can be “sold” to another company who will mail you information to try and convince you to buy their product. Buying and selling lists (databases) of such names is big business. Copyright, Professor W.T.G. Richardson

Copyright, Professor W.T.G. Richardson D i r e c t M a r k e t i n g Comparison of Direct Marketing and General Advertising Direct Marketing General Advertising Selling to individuals. Customers are Mass selling. Buyers identified as broad often identifiable by name, address, and groups sharing common demographic and purchase behaviour. psychographic characteristics. Products have added value or service. Product benefits do not always include Distribution is important product benefit. convenient distribution channels. The medium is the marketplace. Retail outlet is the marketplace. Marketer controls product until delivery. Marketer may lose control as product enters distribution channel. Advertising used to motivate an Advertising used for cumulative effect immediate order or inquiry. over time to build image, awareness, loyalty, benefit recall. Purchase action deferred. Repetition used within ad. Repetition used over time. Consumers feel high perceived risk – Consumers feel less risk – have direct product brought unseen. Recourse is contact with the product and direct distant. recourse. Copyright, Professor W.T.G. Richardson

Copyright, Professor W.T.G. Richardson P U S H P U L L Pulling through the promotion channel Producer - personal selling 2 wholesaler retailer customer Promotion techniques used run TV commercials so customers directly learn about the product - then they go to the store and ask for it, or call around to find out where it is sold give free samples to potential customers Copyright, Professor W.T.G. Richardson

Copyright, Professor W.T.G. Richardson P U S H P U L L Pulling through the promotion channel Producer - personal selling 2 wholesaler retailer customer Sometimes you do “pulling” when the Middlemen cannot be pushed, that is they already have a competitors product, so the way to get Middlemen to WANT to carry the product, is to have customers ask for it. Copyright, Professor W.T.G. Richardson

Copyright, Professor W.T.G. Richardson Adoption Process Innovators Early Adopters - sales people concentrate their efforts here Early majority Late majority Laggards, or nonadopters Copyright, Professor W.T.G. Richardson

Setting the promotion budget Most common method is based on using past percentages - that is to say,,,, If you sold $ 1,000,000 and you spent 20% on advertising, which = $200,000 then, if you spend $400,000 you should sell $2 million! Copyright, Professor W.T.G. Richardson

Setting the promotion budget Other methods - used in real world Matching what competition spends Based on what is required to get number of customers that will meet corporate objectives - called the Task Method - sometimes stated as a % of sales Copyright, Professor W.T.G. Richardson