1. Advertising –Analyzing the Sales Process
Title slide

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3. Advertising is a paid announcement.
WHAT IS ADVERTISNG?
Advertising is a paid announcement.
Three Criteria:
Message must be paid for.
Message must be delivered to the audience by mass media.
The message must try to persuade the audience of some action or belief.
Notes: Advertising was estimated at more than $300 billion in the United States[1] and $500 billion worldwide[Wikipedia.com
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4. MASLOW’S HIERARCHY OF NEEDS CULTURE PERSONAL SELLING
VOCABULARY TERMS
ADVERTISING
CONSUMER
CONSUMER BEHAVIOR
MASLOW’S HIERARCHY OF NEEDS
CULTURE
PERSONAL SELLING
FEATURE-BENEFIT SELLING
CONSULTATIVE SELLING
TELEMARKETING
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5. CONSUMERS AND THEIR NEEDS
A CONSUMER IS SOMEONE WHO USES PRODUCTS.
CONSUMERS CHOOSE TO BUY ITEMS THAT ARE NEEDS OR WANTS.
CONSUMER BEHAVIOR IS EVERYTHING THAT AFFECTS OR IS AFFECTED BY HUMAN CONSUMPTION.
Have students give examples of wants and needs they have recently purchased.
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6. Maslow’s Hierarchy of Needs
Consist of 5 different levels of personal needs:
Go over each part of the pyramid and ask students to give example that you write on the board. Give students the blank picture of the pyramid. They can fill in the notes as you cover the material in class.
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7. WANTS Economic Material goods and service Basis of an economy
Clothing, housing, cars
Hair styling, medical care, airline tickets
Non-economic
Sunshine
Fresh air
Exercise
Friendship
Happiness
We live in a material world. Marketing does an effective job of making consumers aware of economic goods that they would like to own. Individuals always want more than they can afford.
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8. Needs and Wants Needs and wants are unlimited.
Needs and wants are only limited by the minds of consumers.
Many purchases are related to additional purchases.
Businesses respond to needs and wants when they can make a profit.
Give examples of add-on sales. When an individual purchases new shoes, they may also purchase a belt that matches the shoes and new socks. Purchasing a new house leads to purchasing appliances and furniture.
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9. Where Do I Live? What Do I think?
Ask yourself…
How do I Look? Explain that Advertisements often show the consumer in the ad, hoping you can see yourself using the product. Yet individuals in the ads are usually portrayed as you wish you looked. The women are tall and slim and the men are strong with athletic builds.
Where Do you Live? – Explain that most houses are large, perfect and sunny. They are spotless and neighborhoods are large with friendly people.
What do you think? Explain that stereotypical images are still common in advertising. A stereotype is a standardized mental picture that some people think is true. Critics believe that showing these stereotypes in advertising reinforces the attitudes in the audience.
Where Do I Live? What Do I think?
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10. Selling Techniques
Personal Selling-any form of direct contact between a sales person and a customer.
Feature-Benefit Selling-Sales that match the characteristics of a products to a customer’s needs and wants.
Consultative Selling-Providing solutions to customer’s problems by finding products that meet their needs.
Telemarketing-Selling products over the telephone
Have students think of the last time someone tried to sell them a product. How was their approach? Was it a positive experience? Did they feel pressured? Role play personnel selling.
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11. Product Features-
May be basic, physical or extended attributes of the product.
The most basic feature of a product is its intended use.
Consumers look for qualities of a product that differentiate competing brands.
Additional features ad more value to a products and provide reason for price differences.
Role play features and benefits with students
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12. Product Benefits Benefits for the customer
Advantages or personal satisfaction one gets from the product use
Product benefits become selling points for the salesperson.
Use slide to continue role-plays.
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