2. ROAD MAP: Sales promotion: Integrated marketing communications
Five promotion tools and the factors that must be considered in shaping the overall promotion mix.
Advertising:
The major decisions involved in developing an advertising program.
Sales promotion:
How do sales promotion campaigns are developed and implemented?
Public relations:
How do companies use public relations to communicate with their publics?
Personal selling:
Role of a company’s salespeople, six major steps and process of sales force management
Direct marketing:
Major forms of direct marketing.

3. Sales Promotion
Short-term incentives to encourage the purchase or sales of a product or service.
To generate immediate sales.
The major forms of sales promotion:
consumer, business, trade, or sales force promotions.
Rapid growth in the industry because:
More pressure to increase their current sales
More competition
Declining advertising efficiency
More deal oriented consumers

4. Sales Promotion Objectives
Consumer Promotions: increase short-term sales or help build long-term market share.
Trade Promotions: get retailers to:
carry new items and more inventory
advertise products
give products more shelf space
buy ahead
Sales Force: getting more sales support.
In general, sales promotion should build long-term customer relationships.

5. Consumer Sales Promotion Tools
Sample
Offers a trial amount of a product
Coupons
Savings when purchasing specified products
Cash Refunds
“Rebates”
Refund of part of the purchase price by mail
Price Packs
“Cents-Off Deals”
Reduced prices marked on the label or package by producer
Premiums
Goods offered free or low cost as an incentive to buy a product
Advertising
Specialties
Articles imprinted with an advertiser’s name given as gifts

6. Consumer Sales Promotion Tools
Patronage Rewards
Cash or other award offered for regular use of a product or service
Point-of-Purchase
Promotions
Displays or demonstrations at the point of purchase or sale
Contest
Consumers submit an entry to be judged by a panel
Sweepstakes
Consumers submit their names for a drawing
Games
Consumers receive something each time they buy which may help them win a prize

7. Trade Promotion Business Promotion O b j e c t i v e s T o o l s
Persuade resellers to carry a brand
Give a brand shelf space
Promote brand in advertising
Push brand to customers
Generate business leads
Stimulate purchases
Reward customers
Motivate salespeople
T o o l s
Discounts
Allowances
Free Goods
Push Money
Specialty Advertising Items
Conventions
Trade shows
Sales contests

8. Developing the Sales Promotion Program
Decide on the Size of the Incentive
Set Conditions for Participation
Developing the Sales Promotion Program
Decide How to Promote and
Distribute the Promotion Program
Decide on the Length of the Program
Evaluate the Program

9. Events and Experiences
$11.14 billion spent on sponsorship in 2004
69% sports
10% tours
7% festivals, fairs
5% arts
9% causes

10. Why Sponsor Events?
To identify with a particular target market or life style
To increase brand awareness
To create or reinforce consumer perceptions of key brand image associations
To enhance corporate image
To create experiences and evoke feelings
To express commitment to community
To entertain key clients or reward employees
To permit merchandising or promotional opportunities

11. Using Sponsored Events
Establish objectives
Choose event opportunities
Design program
Implement and control
Measure effectiveness

12. Ideal Events Audience closely matches target market
Event generates media attention
Event is unique with few sponsors
Event lends itself to ancillary activities
Event enhances brand image of sponsor

13. ROAD MAP: Public relations: Integrated marketing communications
Five promotion tools and the factors that must be considered in shaping the overall promotion mix.
Advertising:
The major decisions involved in developing an advertising program.
Sales promotion:
How do sales promotion campaigns are developed and implemented?
Public relations:
How do companies use public relations to communicate with their publics?
Personal selling:
Role of a company’s salespeople, six major steps and process of sales force management
Direct marketing:
Major forms of direct marketing.

14. Public Relations
Building good relations with the company’s various publics by obtaining favorable publicity
Building up a good corporate image
Handling or heading off unfavorable rumors, stories, and events.

15. Public Relations Functions
Press relations or press agency
Product publicity
Public affairs
Lobbying
Investor relations
Development
Public Relations Tools
News
Speeches
Special events
Buzz marketing
Mobile marketing
Written materials
Audiovisual materials
Corporate identity materials
Public service activities
Company Web site

16. Marketing Public Relations Functions
Assist in product launches
Assist in repositioning mature products
Build interest in a product category
Influence specific target groups
Defend products
Build corporate image

17. Major Tools in Marketing PR
Publications
Events
Sponsorships
News
Speeches
Public Service Activities
Identity Media

18. ROAD MAP: Personal selling: Role of a company’s salespeople
Integrated marketing communications
Five promotion tools and the factors that must be considered in shaping the overall promotion mix.
Advertising:
The major decisions involved in developing an advertising program.
Sales promotion:
How do sales promotion campaigns are developed and implemented?
Public relations:
How do companies use public relations to communicate with their publics?
Personal selling:
Role of a company’s salespeople
six major steps and process of sales force management
Direct marketing:
Major forms of direct marketing.

19. The Role of the Sales Force
Personal selling is a paid, personal form of promotion.
Involves two-way personal communication between salespeople and individual customers.
Salespeople:
Probe customers to learn about problems
Adjust marketing offers to fit special needs
Negotiate terms of sales
Build long-term personal relationships
Sales Force serves as critical link between company and its customers
They represent the company to the customers
They represent the customers to the company
Goal = Customer Satisfaction and Company Profit

20. Major Steps in Sales Force Management

21. Sales Force Structure
Territorial: Salesperson assigned to exclusive area and sells full line of products
Product: Sales force sells only certain product lines
Customer: Sales force organizes along customer or industry lines
Complex: Combination of several types of structures

22. Recruiting and Selecting Salespeople
Key talents of salespeople:
Intrinsic motivation
Disciplined work style
Ability to close a sale
Ability to build relationships with customers
Recruiting Salespeople
Web searches
College students
Recruit from other companies
Recommendations from current sales force
Employment agencies
Classified ads

23. Sales Force Training Goals
Learn about and identify with the company.
Learn about the company’s products.
Learn customers’ and competitors’ characteristics.
Learn how to make effective presentations.
Learn field procedures and responsibilities.

24. Compensating Salespeople
Fixed amount-Salary
Variable amount-Commissions or bonuses
Expenses: Repays for job-related expenditures
Fringe benefits: Vacations, sick leave, pension, etc.
Supervising Salespeople
Directing Salespeople
Help them identify customers and set call norms.
Specify time to be spent prospecting
Motivating Salespeople
Organizational climate
Sales quotas
Positive incentives

25. Major Steps in Effective Selling
Identifying qualified potential customers
Learning about a prospective customer before a sales call

26. ROAD MAP: Direct marketing: Major forms of direct marketing.
Integrated marketing communications
Five promotion tools and the factors that must be considered in shaping the overall promotion mix.
Advertising:
The major decisions involved in developing an advertising program.
Sales promotion:
How do sales promotion campaigns are developed and implemented?
Public relations:
How do companies use public relations to communicate with their publics?
Personal selling:
Role of a company’s salespeople, six major steps and process of sales force management
Direct marketing:
Major forms of direct marketing.

27. Direct Marketing The New Direct-Marketing Model
Direct connections with carefully targeted individual consumers to both obtain an immediate response and cultivate lasting customer relationships.
The New Direct-Marketing Model
As a supplemental medium for some firms.
As a new and complete model for doing business for many firms.
As the only approach for some firms.
As the new marketing model of the next millennium.

28. Benefits of Direct Marketing
Benefits to Buyers:
Convenient
Easy to use
Private
Ready access to products and information
Immediate and interactive
Benefits to Sellers:
Powerful tool for building customer relationships
Can target small groups or individuals
Can tailor offers to individual needs
Can be timed to reach prospects at just the right moment
Gives access to buyers they could not reach through other channels
Offers a low-cost, efficient way to reach markets

29. Forms of Direct Marketing

30. Kiosk Marketing
Information and ordering machines generally found in stores, airports, and other locations (versus vending machines which dispense actual products).

31. Elements of the Offer Strategy
Product
Offer
Medium
Distribution method
Creative strategy

32. Components of the Mailing
Outside envelope
Sales letter
Circular
Reply form
Reply envelope

33. Types of Telemarketing
Telesales
Telecoverage
Teleprospecting
Customer service and technical support

34. Other Media for Direct Response
Television
Direct Response Advertising
At-home shopping channels
Videotext
Kiosks

35. Designing an Attractive Web Site
Context
Content
Community
Customization
Communication
Connection
Commerce

36. Ease of Use and Attractiveness
Downloads quickly
First page is easy to understand
Easy to navigate
Attractiveness
Clean looking
Not overly crammed with content
Readable fonts
Good use of color and sound

37. Increasing Visits and Site Stickiness
Deep information with links
Changing news of interest
Changing offers
Contests and sweepstakes
Humor and jokes
Games

38. Online Ads Banner ads Microsites Sponsorships Interstitials
Search-related ads
Content-targeted advertising
Alliances
Affiliate programs

39. iTunes Affiliate Program

40. e-Marketing Guidelines
Give the customer a reason to respond
Personalize the content of your s
Offer something the customer could not get via direct mail
Make it easy for customers to unsubscribe

41. Integrated Direct-Marketing
Carefully coordinated multiple-media, multiple-stage campaigns.

42. Public Policy and Ethical Issues in Direct Marketing
Irritation to Consumers
Taking unfair advantage of impulsive or less sophisticated buyers
Targeting TV-addicted shoppers
Deception, Fraud
Invasion of Privacy

43. Rest Stop: Reviewing the Concepts
Discuss the process and advantages of integrated marketing communications.
Define the five promotion tools and discuss factors that must be considered in shaping the overall promotion mix.
Describe and discuss the major decisions involved in developing an advertising program.
Explain how sales promotion campaigns are developed and implemented.
Explain how companies use public relations to communicate with their publics.
Discuss the role of a company’s salespeople in creating value for customers and building customer relationships.
Identify and explain the six major sales force management steps.
Discuss the personal selling process, distinguishing between transaction-oriented marketing and relationship marketing.
Define direct marketing and discuss its benefits to customers and companies.
Identify and discuss the major forms of direct marketing.