1. Marketing Communications & Personal Selling
Integrated Marketing Communications
Marketing Communications & Personal Selling 12
chapter
Prepared by
Deborah Baker
Texas Christian University Revised Dr. R. Baur Agricultural Technical Institute
Chapter 14 Version 6e

2. Discuss the role of promotion
404
Integrated Marketing Communications
Learning Objective
Discuss the role of promotion
in the marketing mix. 1
Promotion
Inform
Communication by marketers that informs, persuades, and reminds potential buyers of a product in order to influence an opinion or elicit a response and then reassures.
Persuade
Remind
Reassure
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3. 1 Promotional Strategy Discuss the role of promotion
404
Integrated Marketing Communications
Learning Objective
Discuss the role of promotion
in the marketing mix. 1
Promotional Strategy
A plan for the optimal use of the elements of promotion:
1. Advertising
2. Public Relations
3. Personal Selling
4. Sales Promotion
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4. Discuss the role of promotion Overall Marketing Objectives
404
Integrated Marketing Communications
Learning Objective
Discuss the role of promotion
in the marketing mix. 1
Promotional Mix
Advertising
Public Relations
Personal Selling
Sales Promotion
To convince target customers that the goods/services offer a DIFFERENTIAL ADVANTAGE over competitors
Overall Marketing Objectives
Marketing Mix
Product
Place
Promotion Plan
Price
The Role of Promotion
Target Market
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5. 1 Discuss the role of promotion in the marketing mix.
404
Integrated Marketing Communications
Learning Objective
Discuss the role of promotion
in the marketing mix. 1
Create Awareness
Making People Aware: IPOD
Build Positive Images
Mercedes Benz
Identify Prospects
Goals of Market Communications
Fair Giveaways
Build Channel Relationships
Cooperative Advertising
Retain Customers
Frequent Flyer Programs
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6. 1 Features That Provide Differential Advantage
404
Integrated Marketing Communications
Learning Objective
Discuss the role of promotion
in the marketing mix. 1
High Product Quality
Cadillac
Rapid Delivery
Features
That Provide
Differential
Advantage
John Deere Overnight Parts
Low Prices
Walmart Everyday Low Prices
Excellent Service
“We will pick you up”
Unique Features
Hybrid Cars
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7. 2 Promotional Mix Personal Selling Advertising Public Relations
405
Integrated Marketing Communications
Learning Objective
Discuss the elements
of the promotional mix. 2
Promotional Mix
Personal Selling
Advertising
Public Relations
Sales Promotion
Combination of promotion tools used to reach the target market and fulfill the organization’s overall goals.
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8. 2 1. Personal Selling Discuss the elements of the promotional mix.
405
Integrated Marketing Communications
Learning Objective
Discuss the elements
of the promotional mix. 2
1. Personal Selling
Two people communicate in order to influence each other
Relationship
Selling
Traditional
Selling
Planned presentation to one or more prospective buyers to make a sale.
Accomplishment of mutual objectives.
CONSUMER PRD
BUSINESS PRD
CARS: QUICK SALE
COMPUTERS: LONG REL
WIN - LOSE
WIN - WIN
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9. Electronic Advertising Media
406
Integrated Marketing Communications
Learning Objective
Discuss the elements
of the promotional mix. 2
Advertising Media
Traditional
Advertising Media
Electronic Advertising Media
Television
Radio
Newspapers
Magazines
Books
Direct mail
Billboards
Transit cards
Internet
Computer modems
Fax machines
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10. Ability to reach large number of people
406
Integrated Marketing Communications
Learning Objective
Discuss the elements
of the promotional mix. 2
Advertising
Advantages
Disadvantages
Ability to reach large number of people
Total cost is high
Cost per contact is low
Can be micro-targeted
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11. 2 3. Public Relations Discuss the elements of the promotional mix.
406
Integrated Marketing Communications
Learning Objective
Discuss the elements
of the promotional mix. 2
3. Public Relations
The marketing function that evaluates public attitudes, identifies areas within the organization that the public may be interested in, and executes a program of action to earn public understanding and acceptance.
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12. Executes programs to “win” public Evaluates public attitudes
407
Integrated Marketing Communications
Learning Objective
Discuss the elements
of the promotional mix. 2
Functions of
Public Relations
Executes programs to “win” public
Evaluates public attitudes
Identifies areas
of public interest
Ecology
Curbside Programs
Recycling
Publicity: Public information (good or bad ) about a company, good, or service appearing in the mass media as a unpaid news item.
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13. 2 4. Sales Promotion Discuss the elements of the promotional mix.
407
Integrated Marketing Communications
Learning Objective
Discuss the elements
of the promotional mix. 2
4. Sales Promotion
Marketing activities--other than personal selling, advertising, and public relations--that stimulate consumer buying and dealer effectiveness.
Sales Promotion
Targets
End
Consumers
Company
Employees
Trade Customers
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14. 2 Discuss the elements of the promotional mix. Learning Objective
407
Integrated Marketing Communications
Learning Objective
Discuss the elements
of the promotional mix. 2
Popular Tools
for
Consumer Sales
Promotion
A. Free samples
SOAP IN MAIL
CHIPS IN STORE
B. Contests
“WHY YOU LIKE...”
C. Premiums
BEANIE BABIES
D. Trade Shows
HORT: CENT
E. Vacation Giveaways
F. Coupons
Chapter 12 Version 3e
OUT OF STORE
IN STORE
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15. Integrated Marketing Communications
408
Integrated Marketing Communications
Learning Objective
Discuss concept of integrated marketing communications. 3
Integrated Marketing Communications
IMC
A method of carefully coordinating all promotional activities to produce a consistent, unified message that is customer focused.
NEW MOVIE – NEW TOY AT McDonalds
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16. Discuss concept of integrated marketing communications.
428
Integrated Marketing Communications
Learning Objective
Discuss concept of integrated marketing communications. 3
IMC Popularity Growth
Proliferation of thousands of media choices
Fragmentation of the mass market
Slash of advertising spending in favor of promotional techniques
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17. communication process.
409
Learning Objective
Integrated Marketing Communications
Describe the
communication process. 4
Communication
The process by which we exchange or share meanings through a common set of symbols.
Interpersonal
Communication
Categories of
Communication
Mass
Communication
ONE TO FEW
ONE TO MANY
PERSON TO PERSON
IMPERSONAL
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18. The Communication Process
410
Integrated Marketing Communications
Learning Objective
Describe the
communication process. 4
The Communication Process
Sender
Originator of the message in the communication process.
Encoding
Conversion of a sender’s ideas & thoughts into a message, usually words or signs.
Message Transmission
Passage of the message through a communication media
Receiver Decoding
Interpretation of language and symbols sent through the communication media
Feedback
Receiver response to the sender
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19. The Communication Process
411
Integrated Marketing Communications
Learning Objective
Describe The
Communication Process. 4
The Communication Process
Noise
Sender
Idea
Encoding Message
Decoding
Message
Receiver
Message
Channel
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20. Characteristics of Advertising
414
Integrated Marketing Communications
Learning Objective
Describe the
communication process. 4
Characteristics of Advertising
A. Advertising
Communication Mode
Indirect and non-personal
Communication Control
Low
Feedback Amount
Little
Feedback Speed
Delayed
Message Flow Direction
One-way
Message Content Control
Yes
Sponsor Identification
Yes
Reaching Large Audience
Fast
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Message Flexibility
Same message to all audiences
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21. Characteristics of Public Relations
414
Integrated Marketing Communications
Learning Objective
Describe the
communication process. 4
Characteristics of Public Relations
B. Public Relations
Communication Mode
Usually indirect, non-personal
Communication Control
Moderate to low
Feedback Amount
Little
Feedback Speed
Delayed
Message Flow Direction
One-way
Message Content Control No
Sponsor Identification No
Reaching Large Audience
Usually fast
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Message Flexibility
Usually no direct control
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22. Characteristics of Sales Promotion
414
Integrated Marketing Communications
Learning Objective
Describe the
communication process. 4
Characteristics of Sales Promotion
C. Sales Promotion
Communication Mode
Usually Indirect and non-personal
Communication Control
Moderate to low
Feedback Amount
Little to moderate
Feedback Speed
Varies
Message Flow Direction
Mostly one-way
Message Content Control
Yes
Sponsor Identification
Yes
Reaching Large Audience
Fast
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Message Flexibility
None: Same message
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23. Characteristics of Personal Selling
414
Integrated Marketing Communications
Learning Objective
Describe the
communication process. 4
Characteristics of Personal Selling
D. Personal Selling
Communication Mode
Direct and face-to-face
Communication Control
High
Feedback Amount
Much
Feedback Speed
Immediate
Message Flow Direction
Two-way
Message Content Control
Yes
Sponsor Identification
Yes
Reaching Large Audience
Slow
Chapter 12 Version 3e
Message Flexibility
Tailored to prospect
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24. Goals and Tasks of Promotion
415
Integrated Marketing Communications
Learning Objective
Explain the goal & tasks of promotion. 5
Goals and Tasks of Promotion
INFORMATIVE OBJECTIVE
Increase awareness
Explain how product works
Suggest new uses
Build company image
CELL PHONES
BACK OF PACKAGE
RICE KRISPIE BARS
WORLD’S LEADER IN ...
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25. Goals and Tasks of Promotion
415
Integrated Marketing Communications
Learning Objective
Explain the goal & tasks of promotion. 5
Goals and Tasks of Promotion
PERSUASION OBJECTIVE
Encourage brand switching
Change customers’ perception of product attributes
Influence buying decision
Persuade customers to call
SWITCH PHONE CO
HUYNDI CARS
???
“ON SALE UNTIL..”
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26. Goals and Tasks of Promotion
Learning Objective
416
Integrated Marketing Communications
Explain the goal & tasks of promotion. 5
Goals and Tasks of Promotion
REMINDER OBJECTIVE
Remind customers that product/service may be needed
Remind customers where to buy product
Maintain customer awareness
“NORTHERN OHIO BUICK DEALERS
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27. Goals and Tasks of Promotion
Integrated Marketing Communications
Learning Objective
Explain the goal & tasks of promotion. 5
Goals and Tasks of Promotion
REASSURE OBJECTIVE
Reduce Cognitive Dissonance
HOUSES
CARS
BIG BOATS
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28. Discuss the AIDA concept and its relationship to the promotional mix.
416
Discuss the AIDA concept and its relationship to the promotional mix.
Integrated Marketing Communications
Learning Objective 6
Attention
Interest
Desire
Action
The AIDA Concept
Model that outlines the process for achieving promotional goals in terms of stages of consumer involvement with the message.
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29. Discuss the AIDA concept and its relationship to the promotional mix.
416
Discuss the AIDA concept and its relationship to the promotional mix.
Integrated Marketing Communications
Learning Objective 6
Action
Desire
THE AIDA CONCEPT
THE AIDA CONCEPT
Interest
Attention
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30. AIDA and the Promotional Mix
417
Discuss the AIDA concept and its relationship to the promotional mix.
Integrated Marketing Communications
Learning Objective 6
AIDA and the Promotional Mix
Awareness
Interest
Desire
Action
Advertising
Very
effective
Very
effective
Somewhat
effective
Not
effective
Public
Relations
Very
effective
Very
effective
Very
effective
Not
effective
Sales
Promotion
Somewhat
effective
Somewhat
effective
Very
effective
Very
effective
Personal
Selling
Somewhat
effective
Very
effective
Very
effective
Somewhat
effective
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31. Learning Objective
Integrated Marketing Communications
Describe the factors that affect the promotional mix.
418 7
A. Nature of the Product
Product characteristics
Business product vs. consumer product
Costs and risks
Social risk
HIGH COST OF PERSONAL SELLING
CLOTHING, JEWELRY
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32. Explain the goal & tasks of promotion.
414
Integrated Marketing Communications
Learning Objective
Explain the goal & tasks of promotion. 5
1. Informing
3. Reminding
PLC Stages:
Introduction
Early Growth
PLC Stages:
Target
Audience
Maturity
2. Persuading
4. Reassuring
PLC Stages:
PLC Stages:
Growth
Maturity
ALL
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33. B. Product Life Cycle & Promotional Mix
419
Integrated Marketing Communications
Learning Objective
Describe the factors that affect the promotional mix. 7
B. Product Life Cycle & Promotional Mix
Introduction
Growth
Maturity
Decline
Sales ($)
Time
Light
Advertising,
pre-
introduction
Publicity
Heavy use of
advertising,
PR for
awareness;
sales
promotion
for trial
Advertising,
PR, Brand
loyalty
Personal
Selling for
distribution
Ads decrease.
Sales Promotion,
Personal Selling Reminder &
Persuasive
AD/PR
decrease
Limited
Sales
Promotion,
Personal
Selling for
distribution
Chapter 12 Version 3e
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34. C. Target Market Characteristics
420
Integrated Marketing Communications
Learning Objective
Describe the factors that affect the promotional mix. 7
C. Target Market Characteristics
FOR:
Widely scattered market
Informed buyers
Repeat buyers
Advertising
Sales Promotion
Less Personal Selling
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35. D. Type of Buying Decision
420
Integrated Marketing Communications
Learning Objective
Describe the factors that affect the promotional mix. 7
D. Type of Buying Decision
Routine
Advertising
Type of
Buying Decision
affects
Promotional
Mix Choice
Sales Promotion
Not Routine
or Complex
Advertising
Public Relations
Complex
Personal Selling
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36. Describe the factors that affect the promotional mix.
421
Integrated Marketing Communications
Learning Objective
Describe the factors that affect the promotional mix. 7
E. Available Funds
Trade-offs with funds available
Number of people in target market
Quality of communication needed
Relative costs of promotional elements
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37. F. Push and Pull Strategies
421
Integrated Marketing Communications
Learning Objective
Describe the factors that affect the promotional mix. 7
F. Push and Pull Strategies
PUSH STRATEGY
Manufacturer
promotes to
wholesaler
Wholesaler
promotes to
retailer
Retailer
promotes to
consumer
Consumer
buys from
retailer
Orders to manufacturer
PULL STRATEGY
Manufacturer
promotes to
consumer
Consumer
demands
product
from retailer
Retailer
demands
product
from wholesaler
Wholesaler
demands
product from
manufacturer
Orders to manufacturer
Chapter 14 Version 6e

38. Describe Advantages of Personal Selling
Learning Objective
479
PART 2
Integrated Marketing Communications
Describe Advantages of Personal Selling 8
Provides a detailed explanation or demonstration of product
Message can be varied to fit the needs of each prospective customer
Can be directed to specific qualified prospects
Costs can be controlled by adjusting sales force size
Most effective in obtaining sales and gaining satisfied customers
Chapter 12 Version 3e
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39. Describe Advantages of Personal Selling
Learning Objective
480
Integrated Marketing Communications
Describe Advantages of Personal Selling 8
Personal Selling is more important if...
Advertising & Sales Promotion are more important if...
Product has a high value
Product has a low value
Product is custom made
Product is standardized
Product is technically complex
Product is simple to understand
There are few customers
There are many customers
Customers are
concentrated
Customers are
geographically dispersed
Chapter 12 Version 3e
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40. 9 Relationship Selling Learning Objective Discuss key differences
481
Learning Objective
Discuss key differences
between relationship selling
and traditional selling.
Integrated Marketing Communications 9
Focus:
Building
Mutual
Trust
Long-Term
Value-Added
Benefits to
Buyer
Relationship Selling
A sales practice that involves building, maintaining, & enhancing interactions with customers in order to develop long-term satisfaction through mutually beneficial partnerships.
Chapter 14 Version 6e

41. VS Traditional Relationship Selling Personal Selling Sell products
482
Integrated Marketing Communications
Traditional
Personal Selling VS
Relationship Selling
Sell products
Sell advice, assistance, counsel
Focus on closing sales
Focus on customer’s bottom line
Limited sales planning
Sales planning is top priority
Discuss product
Build problem-solving environment
Assess “Product-specific”
needs
Conduct discovery in scope of
operations
“Lone wolf” approach
Team approach
Pricing/product focus
Profit impact and strategic
benefit focus
Short-term sales follow-up
Long-term sales follow-up
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42. List steps in the selling process.
483
Integrated Marketing Communications
Learning Objective
List steps in the selling process. 10
A. Generating Leads
1. Advertising
2. Publicity
3. Direct Mail/
Telemarketing
4. Cold Calling
5. Web Sites/
Internet
6. Referrals
7. Networking
8. Trade Shows/
Conventions
9. Company Records
Sources of Sales Leads
Chapter 12 Version 3e
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43. List steps in the selling process.
484
Integrated Marketing Communications
Learning Objective
List steps in the selling process. 10
Cold Calling
A form of lead generation in which the salesperson approaches potential buyers without prior knowledge of the prospects’ needs or financial status.
Chapter 14 Version 6e

44. List steps in the selling process.
484
Integrated Marketing Communications
Learning Objective
List steps in the selling process. 10
Characteristics of
Qualified Leads
Recognized Need
Receptivity &
Accessibility
Buying Power
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45. List steps in the selling process. 2. Customers and their needs
485
Integrated Marketing Communications
Learning Objective
List steps in the selling process. 10
C. Probing Needs
1. Product or service
Salesperson
must know
everything
about...
2. Customers and their needs
3. Competition
4. Industry
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46. List steps in the selling process.
486
Integrated Marketing Communications
Learning Objective
List steps in the selling process. 10
C. Needs Assessment
A determination of the customer’s specific needs and wants and the range of options a customer has for satisfying them.
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47. D. Developing and Proposing Solutions
487
Integrated Marketing Communications
Learning Objective
List steps in the selling process. 10
D. Developing and Proposing Solutions
1. Sales Proposal
2. Sales Presentation
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48. 10 E. Handling Objections List steps in the selling process.
487
Integrated Marketing Communications
Learning Objective
List steps in the selling process. 10
1. View objections as
requests for information
E. Handling
Objections
2. Anticipate specific objections
3. Use the objection to close the sale
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49. List steps in the selling process. 1. Look for customer signals
488
Integrated Marketing Communications
Learning Objective
List steps in the selling process. 10
F. Closing the Sale
Closing the Sale
1. Look for customer signals
2. Keep an open mind
3. Negotiate
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50. 10 G. Following Up List steps in the selling process.
488
Integrated Marketing Communications
Learning Objective
List steps in the selling process. 10
G. Following Up
Responsibilities in
Following Up
1. Ensure delivery schedules are met
2. Goods or service perform
as promised
3. Employees are trained
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51. 11 TASKS OF SALES MANAGEMENT Describe the functions
Learning Objective
490
Integrated Marketing Communications
Describe the functions
of sales management. 11
A. Define sales goals and
sales process
TASKS OF
SALES MANAGEMENT
B. Determine sales
force structure
C. Recruit and train
sales force
D. Compensate and motivate
sales force
E. Evaluate sales force
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52. Describe the functions
Learning Objective
490
Integrated Marketing Communications
Describe the functions
of sales management. 11
Sales Goals
Should Be...
Quota
Defining Sales Goals
1. Clear
2. Precise
individual salesperson’s sales objectives, usually sales volume, sometimes including key accounts.
3. Measurable
4. Time Specific
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53. B. Sales Force Structure
Learning Objective
491
Integrated Marketing Communications
Describe the functions
of sales management. 11
B. Sales Force Structure
1. Geographic Region
Common
Sales
Organization
Structures
2. Product Line
3. Marketing Function
4. Market or Industry
5. Individual client or account
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54. C. Recruit & Train the Sales Force
Learning Objective
492
Integrated Marketing Communications
Describe the functions
of sales management. 11
C. Recruit & Train the Sales Force
Company policies and practice
Training includes...
Selling techniques
Product knowledge
Industry and customer
characteristics
Nonselling duties
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55. 11 Describe the functions of sales management. Learning Objective
492
Integrated Marketing Communications
Describe the functions
of sales management. 11
D. Basic
Compensation
Methods
Commission
Salary
Combination
Plans
The salesperson receives a salary regardless of sales productivity.
The salesperson is paid some percentage when a sale is made.
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56. E. Evaluating the Sales Force
Learning Objective
493
Integrated Marketing Communications
Describe the functions
of sales management. 11
E. Evaluating the Sales Force
Performance
Measures
1. Sales Volume
2. Contribution to Profit
3. Calls per Order
4. Sales or Profits per Call
5. Call Percentage Achieving Goals
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57. Impact of Technology on Personal Selling
Learning Objective
494
Integrated Marketing Communications
Describe the functions
of sales management. 11
Laptop computer link
Mobile telephones
Pagers
Impact of Technology on Personal Selling
Personal data assistants
Internet
Chapter 12 Version 3e
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58. chapter 12 Chapter 12 Summary
Integrated Marketing Communications
Chapter 12 Summary
1. The role of promotion in the marketing mix.
2. Elements of the promotional mix.
The communication process.
Explain the goal and tasks of promotion.
AIDA concept and its relationship to the promotional mix.
Factors that affect the promotional mix.
Concept of integrated marketing communications. 12
chapter
Chapter 12 Version 3e
Chapter 14 Version 6e

59. ADVERTISING & PUBLIC RELATIONS
Integrated Marketing Communications
NEXT TOPIC
CHAPTER 13
ADVERTISING & PUBLIC RELATIONS
Chapter 12 Version 3e
Chapter 14 Version 6e