Scribd Logo
Upload

Welcome to Scribd!

  • 28 views

    Slide 18-7

    Uploaded by

    Rohit Joshi
    The document summarizes key aspects of the communication process including encoding, decoding, feedback loops, and noise. It also outlines several promotional mix elements like advertising, public relations, personal selling, and sales promotion. Finally, it discusses objectives of promotion like informing, increasing demand, differentiating products, and accentuating value.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd

    Slide 18-7

    Uploaded by

    Rohit Joshi
    28 views27 pages
    The document summarizes key aspects of the communication process including encoding, decoding, feedback loops, and noise. It also outlines several promotional mix elements like advertising, public relations, personal selling, and sales promotion. Finally, it discusses objectives of promotion like informing, increasing demand, differentiating products, and accentuating value.

    Original Description:

    sss

    Original Title

    ww

    Copyright

    © Attribution Non-Commercial (BY-NC)

    Available Formats

    PPT, PDF, TXT or read online from Scribd

    Did you find this document useful?

    Is this content inappropriate?

    The document summarizes key aspects of the communication process including encoding, decoding, feedback loops, and noise. It also outlines several promotional mix elements like advertising, public relations, personal selling, and sales promotion. Finally, it discusses objectives of promotion like informing, increasing demand, differentiating products, and accentuating value.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    28 views27 pages

    Slide 18-7

    Uploaded by

    Rohit Joshi
    The document summarizes key aspects of the communication process including encoding, decoding, feedback loops, and noise. It also outlines several promotional mix elements like advertising, public relations, personal selling, and sales promotion. Finally, it discusses objectives of promotion like informing, increasing demand, differentiating products, and accentuating value.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    You are on page 1of 27

    The communication process

    Slide 18-7

    THE COMMUNICATION PROCESS Encoding and Decoding


    Encoding
    Decoding

    Field of Experience

    Slide 18-8

    THE COMMUNICATION PROCESS Feedback


    Feedback Loop
    Response

    Feedback
    Pretesting

    Noise

    Slide 18-10

    THE COMMUNICATION PROCESS Encoding and Decoding


    Encoding
    Decoding

    Field of Experience

    Slide 18-8

    AIDA and the Hierarchy of Effects


    Purchase Conviction

    Preference Liking

    Knowledge Awareness

    Attention

    Interest

    Desire

    Action

    Elements of the Promotional Mix


    Promotional mix: blend of all the promotional mix elements designed to achieve promotional objectives.
    Personal selling: interpersonal promotional process involving a sellers person-to-person presentation to a prospective buyer Nonpersonal selling includes: Advertising, Product placement, Sales promotion, Direct marketing, Public relations

    Elements of the Promotion Mix


    Advertising

    Ingredients of the Promotion Mix

    Public Relations

    Personal Selling

    Sales Promotion

    FIGURE 18-2 The promotional mix

    Slide 18-15

    Goals and Tasks of Promotion


    Informing Reminding

    Target Audience

    Persuading

    Objectives of Promotion
    Provide Information
    Inform the market about the availability of a particular good or service

    Increase Demand
    Some promotions are aimed at increasing primary demand, the desire for a general product category More promotions are aimed at increasing selective demand, the desire for a specific brand

    Differentiate the Product


    Homogenous demand for many products results when consumers regard the firms output as virtually identical to its competitors then, the firm has virtually no control over marketing variables

    Accentuate the Products Value


    Promotion can explain the greater ownership utility of a product to buyers, thereby accentuating its value and justifying a higher price

    When Elements of Promotion Are Most Useful


    Advertising Effectiveness Personal selling Sales promotion

    Public relations
    Awareness Knowledge Liking Preference Conviction Purchase

    Very effective Somewhat effective Either not effective or inefficient

    Factors that Affect the Promotion Mix


    Nature of the Product

    Stage in the Product Life Cycle

    Target Market Characteristics

    Type of Buying Decision

    Available Funds

    $$$

    PushandPull Strategies

    Creating a Promotion Plan


    Analyze the Marketplace

    Identify Target Market

    Set Promotion Objectives

    Develop Promotion Budget

    Choose Promotion Mix

    Criteria for Setting Promotion Objectives


    Promotion objectives should:

    be measurable, concrete

    be based on sound research, with a well-defined target audience

    be realistic

    reinforce the overall marketing plan and relate to specific marketing objectives

    Examples of Promotion Objectives


    Objective: To Inform (Awareness)
    To increase the top-of-mind awareness level for Peter Pan peanut butter from 16 percent to 24 percent

    Objective: To Persuade (Attitudinal)


    To increase the percentage of parents who feel that Peter Pan peanut butter is the best peanut butter for their children from 22 percent to 35 percent

    Objective: To Remind
    To remind consumers that Peter Pan peanut butter is the creamiest peanut butter and is available at their nearest grocery and convenience stores

    Regulation of Promotion

    Self-Regulation
    National Advertising Division (NAD) National Advertising Review Board (NARB)

    Federal Regulation
    Federal Trade Commission (FTC)

    Major Types of Advertising


    Corporate Image Institutional Advertising Advocacy Advertising Types of Advertising Pioneering Product Advertising

    Competitive

    Comparative

    Executional Styles for Advertising

    Scientific Musical

    Slice-of-Life Lifestyle

    Demonstration

    Common Executional Styles

    Spokesperson/ Testimonial

    Mood or Image

    Fantasy Real/ Animated Product Symbols

    Humorous

    The Tools of Public Relations


    New Product Publicity Product Placement

    Major Tools Used By PR Professionals

    Customer Satisfaction Phone Lines Consumer Education Event Sponsorship Issue Sponsorship Web Sites

    Tools for Consumer Sales Promotion


    Coupons

    Premiums

    Six Categories of Consumer Sales Promotions

    Frequent Buyer Programs


    Contests and Sweepstakes Samples Point-of-Purchase Displays

    Tools for Trade Sales Promotion


    Trade Allowances

    Push Money

    Training

    Free Merchandise

    Six Categories of Trade Sales Promotions

    Store Demonstrations Business Meetings, Conventions, Trade-Shows

    Advantages of Personal Selling


    Detailed Information

    Message Control

    Targeted

    Cost Control Closing Sales

    Advertising Versus Personal Selling


    Personal Selling is more important if...
    The product has a high value. It is a custom-made product. There are few customers. The product is technically complex. Customers are geographically concentrated.

    Advertising/Sales Promotion is more important if...


    The product has a low value. It is a standardized product. There are many customers. The product is simple to understand. Customers are geographically dispersed.

    Differences Between Traditional & Relationship Selling


    Traditional Personal Selling
    Sell products (goods and services) Focus on closing sales Limited sales planning Spend most contact time telling customers about product Conduct product-specific needs assessment Lone-wolf approach to the account Proposals and presentations based on pricing and product features Sales follow-up focused on product delivery

    Relationship Selling
    Sell advice, assistance, and counsel Focus on improving the customers bottom line Considers sales planning as top priority Spend most contact time attempting to build a problem-solving environment with the customer Conduct discovery in the full scope of the customers operations Team approach to the account Proposals and presentations based on profit impact and strategic benefits to the customer Sales follow-up is long term, focused on long-term relationship enhancement

    Source: Robert M. Peterson, Patrick L. Shul, and George H. Lucas, Jr., Consultative Selling: Walking the Walk in the New Selling Environment, National Conference on Sales Management, Proceedings, March 1996.

    Steps in the Selling Process


    Generating Sales Leads Qualifying Sales Leads

    Basic Steps in the Selling Process

    Making the Sales Approach Making the Sales Presentation Handling Objections Closing the Sale Following Up

    Functions of Sales Management

    Evaluate Sales Force

    Set Sales Objectives

    Structure Sales Force

    Manage Turnover

    Major Tasks of Sales Management

    Determine Sales Force Size

    Motivate Sales Force

    Develop Compensation Plan

    Train Sales Force

    Recruit Sales Force

    You might also like

    pFad - Phonifier reborn

    Pfad - The Proxy pFad of © 2024 Garber Painting. All rights reserved.

    Note: This service is not intended for secure transactions such as banking, social media, email, or purchasing. Use at your own risk. We assume no liability whatsoever for broken pages.


    Alternative Proxies:

    Alternative Proxy

    pFad Proxy

    pFad v3 Proxy

    pFad v4 Proxy