ELC 310 Day 22

Agenda Fourth Student Case Fourth Student Case Market Soft by Emlyn Market Soft by Emlyn presentations at least 15 min before class so I may upload to web server presentations at least 15 min before class so I may upload to web server Grades will be posted later today for first CSA Grades will be posted later today for first CSA Case studies are tied to proceeding chapters, make sure you discuss the connection Case studies are tied to proceeding chapters, make sure you discuss the connection Discussion/lecture Communication and Selling Discussion/lecture Communication and Selling

Case study Grading rubric Grade Generation for analysis Grade Generation for analysis Two Components Two Components Instructor Grade for Presenter Instructor Grade for Presenter 60% of Total grade 60% of Total grade Instructor Grade for Class Participation Instructor Grade for Class Participation 40% of Total Grade 40% of Total Grade Grading Rubric for Presenter Grading Rubric for Presenter Demonstrated Mastery of Case Study 30% Demonstrated Mastery of Case Study 30% Understanding of How Case Study Fits 30% Understanding of How Case Study Fits 30% Presentation effectiveness 20% Presentation effectiveness 20% Quality of PowerPoint 20% Quality of PowerPoint 20% Grading Rubric for Class Participation Grading Rubric for Class Participation Subjective interpretation 100% Subjective interpretation 100% Grades will be posted Nov 25 & Dec 12 Grades will be posted Nov 25 & Dec 12

® Tony Gauvin, UMFK, 2007 Rest of Schedule ToDay ToDay MarketSoft Corporation (Emlyn) MarketSoft Corporation (Emlyn) Communication and Selling Communication and Selling Dec 2 Dec 2 OSRAM Sylvania (Owen) OSRAM Sylvania (Owen) Pricing and Distribution Pricing and Distribution Dec 5 Dec 5 Logistics.com A & B (Steve) Logistics.com A & B (Steve) Build a Trusting Relationship with Customers Build a Trusting Relationship with Customers Dec 9 Dec 9 Travelocity (Randy) The Future of Digital Marketing Dec 12 Dec 12 Citibank Online (Emlyn) Take Home Quiz #4 Assigned Dec 1 PM Dec 1 PM Take Home Quiz #4 Due Written Case Study & Presentations Due

Overview Introduction Introduction Advertising Advertising Selling Selling Multichannel Communication Multichannel Communication

Introduction After targeting and positioning comes advertising and selling After targeting and positioning comes advertising and selling Evaluate advertising options Evaluate advertising options Assess effectiveness Assess effectiveness Decision support systems Decision support systems Two types of selling Two types of selling Push based Push based Trust based Trust based Multichannel Communication and the Internet Multichannel Communication and the Internet

How to evaluate Media Copy Ad Evaluation Form Your rating of the ad Weight1 = extremely Bad7 = extremely good High attentionXO 7Positive Brand associationOX 6Brand recallOX 5Positive perceptionsOX 4InformationOx 2Core Service PropositionOX 5High emotionsXO 9Action -- visit site & buy0X 10CreativityXO 3Target Group effectiveness0X Total score = sum (weights x ratings) X = 375, O = 319

Advertising Online ads Online ads Boost brand awareness Boost brand awareness Sell products Sell products The promise The promise Targeted, receptive audience Targeted, receptive audience Instant actions Instant actions Eliminates gulf between perception of needs and satisfying the need Eliminates gulf between perception of needs and satisfying the need

The advent of rich media Banner ads are dead Banner ads are dead Static graphics Static graphics Rich media Rich media Dynamic, multisensory and interactive Dynamic, multisensory and interactive Engages the viewers attention Engages the viewers attention NOT TV ads for the internet! NOT TV ads for the internet! Nonlinear Nonlinear Interactive and individualized Interactive and individualized

Rich media examples Interpolls Interpolls Interpolls Eyeblaster Eyeblaster Eyeblaster United Virtualities United Virtualities United Virtualities United Virtualities Eyewonder Eyewonder Eyewonder Pointroll Pointroll Pointroll Unicast Unicast Unicast

Rich Media Guidelines

How much to spend where Questions Questions How much in incremental sales and profits did a promotion generate? How much in incremental sales and profits did a promotion generate? Would it be worthwhile to enlarge our advertising budget to increase consumer trial of our new product and obtain leverage from a heavy investment in point-of-purchase displays? Would it be worthwhile to enlarge our advertising budget to increase consumer trial of our new product and obtain leverage from a heavy investment in point-of-purchase displays? What would happen if we shifted same of our personal selling resources to other channels? What would happen if we shifted same of our personal selling resources to other channels? Role of MDSS Role of MDSS Model effects of alternative solutions Model effects of alternative solutions Predictive analysis based on existing data Predictive analysis based on existing data Used to indentify problems and causes Used to indentify problems and causes

Increasing Complexity The Internet has increased the complexity of advertising The Internet has increased the complexity of advertising 1. Targeted instead of mass marketing 2. Generates more data 3. More complex medium (rich media) 4. Different payment schemes (performance based) 1. Pay per click (click through) (sale) 5. Disaggregated medium

Selling Push (Theory P) Push (Theory P) Get Large list of leads Get Large list of leads Screen list for buyers Screen list for buyers Make the pitch Make the pitch Close the sale Close the sale Start over Start over Many leads -> few sales Many leads -> few sales Trust (Theory T) Trust (Theory T) Target a few high- potential clients Research their problems Build relationship Sales people Solve problems Trusted advisors Two approaches

Multichannel communications In the past all sales was in person; face to face In the past all sales was in person; face to face High sales cost High sales cost Lack of standardization Lack of standardization Success based on “sales talent” Success based on “sales talent” Things are much different Things are much different How do you maintain “one voice” with many channels? How do you maintain “one voice” with many channels?

Traditional Media reach/ frequency Media Spending Copy Traditional Copy Store Pickup Return Internet Feature Personal Comparison Advisor Configuration 800 number/ advice Overcome Objections Offers Trust Overlay Channel Mail/Home delivery Word of Mouth – Opinions Relationship Service Internet Feature Rich Media Browse Word of Mouth Visit Site Entertaining/ Easy-to use site Dialogue Personalization Information Fair/compete Education