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44 Cards in this Set
- Front
- Back
3 Objectives of Advertising
Consumers move in steps from one mental state to the next before eventually deciding to purchase a particular product. |
<b>Cognitive</b>
-Build Awareness = Attention <b>Affect</b> --Gain Interest/liking = Interest & Desire <b>Behavioral</b> --Stimulate action = Action |
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AIDA Model
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Attention
Interest Desire Action |
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Copy Brief Essentials
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<b>Marketing Objective:</b>
What is it the Brand needs to accomplish? • Drive awareness? Build loyalty? Buy more often? • Think AIDA <b>Assignment:</b> TV, Outdoor, Online, Print <b>Customer Insight:</b> What consumer insights do you have that can effect a change in consumer attitude or behavior? <i>• Barriers to overcome? Perceived/real weakness? Compelling belief?</i> <b>Advertising Strategy Statement:</b> What is the Unique Selling Proposition for the product / service? • Convince (Target), That (Benefit), Because (Reason to Believe) <b>Brand Personality / Essence:</b> What is the core personality of the brand? From the Brand Pyramid |
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Reading
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Sales Promotions
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Short term incentives to encourage the purchase or sale of a product or service
Targeted towards: Final buyers (consumer promotion) Retailers & wholesalers (trade promotions) sales force (sales force promotions) |
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Sales promotions account for 74% of marketing expenditures
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true
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Promotion Clutter
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Consumers are increasingly tuning out promotions, weakening their ability to trigger immediate purchase
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trade promotions are used to
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get retailers to carry new items/more inventory, buy ahead, promote the company's products with more shelf space
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Rather than creating only short term sales or temporary brand switching <b>sales promotions should help...
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reinforce the product's position and <b>build long-term CUSTOMER relationships
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Frequency marketing programs
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loyalty clubs
Washington post example "Post Points" redeem for free stuff |
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Consumer Promotions
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Sales promotion tool used to boost short-term customer buying and involvement or to enhance long-term customer relationships
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Consumer Promotion Tools (PULL Strategy)
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<b>Samples</b>:
offer trial amount of product--most effective and expensive way to introduce a new product <b>Coupons</b>: certificates that give buyers a savings when they purchase--coupon clutter has reduced redemption rates--Cellfire digitally distributes coupons <b>Rebates/Refunds</b>: Like a coupon AFTER the purchase <b>Price Packs (cents-off deals)</b>: More effective than coupons at stimulating SR sales--2 for 1, bundling of complementatry items <b>Premiums</b> offered free or at low cost as incentive to buy a product--in-pack, on-pack, or through mail <b>Advertising Specialties</b>: "promotional Products--free stuff with company's logo branded on it--hats, t-shirts, pens, stickies, etc. <b>Point of Purchase (POP)</b>: displays, demonstrations that happen as you checkout--or as you shop <b>Contest</b>: submit an entry to be judged by a panel who selects winner <b>Sweepstakes</b> Submit names for drawing <b>Games</b>: each time a buyer buys they get a different game piece--creates considerabl |
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Event Marketing/Sponsorship
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Creating a brand marketing EVENT or serving as a sole or participating sponsor of events created by others
mobile brand tours festivals reunions marathons concerts other sponsored gatherings |
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Trade Promotions
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Sales promotion tools used to persuade resellers/retailers to carry a brand, give it shelf space, promote it in advertising and <b>PUSH it to consumers
Price-offs allowances buy-back guarantees free goods |
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Business Promotions
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promotion tools used to generate business leads, stimulate purchases, reward customers, and motivate salespeople
Trade shows/conventions Sales Contests |
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Conventions & Tradeshows
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companies and trade associations organize these to promote their products
Vendors have opportunities to find new leads, contact customers, introduce new products, meet new customers, educate customers helps reach groups not reached by sales force |
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Sales Contests
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contest for salespeople or dealers to motivate them to increase their sales performance over a given period
motivate and recognize good company performers trips cash prizes gifts Work best when tied to measurable and achievable sales objectives |
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Developing the Sales Promotion Program
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Size of the incentive
Conditions for participation How to promote/distribute the promotion program How long with the promotion run for? <b>Evaluation of Promotion: </b>(How did the promotion do? what were the results?) -Compare sales before after and during promotion |
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Chp. 15
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PR
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Public Relations
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Building good relations with the company's various publics by obtaining favorable publicity, building up a good corporate image, and handling or heading off unfavorable rumors, stories and events
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Major Trade Promotion Tools (PUSH Marketing)
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Trade shows
Trade Allowances Trade Incentives |
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Promotional Campaigns (co-sponsorships)
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Ex. Kid Cuisine & Shrek
<b>You Want to Achieve High Awareness & Consistency!</b> 1. At Home: TV, Radio, Internet, FSI 2. In-Store: Freezer Clings, Packaging 3. In-Pack: Meals, Promotions |
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***2 Laws of Communication
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<b>ADVERTISING MAINTAINS brands
<B>PUBLICITY BUILDS brands |
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What can the marketing
manager do to get others talking about the brand? |
PR! of course!
Events Product Placement Industry Campaigns |
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Read pg 448-451
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Highlighted Segments
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Chp. 16
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Personal Selling
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Personal Selling
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personal presentation by the firm's sales force for the purpose of making sales and building customer relationships
one of the oldest professions in the world--Interpersonal arm of the promotion mix |
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Salesperson
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individual representing a company to customers by performing one or more of the following activities: selling, servicing, information gathering, and relationship building
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Sales force serves as the critical link between a company and its customers
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true!
serve both seller and the buyer--represent the company to the customer |
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Marketing & Sales can be at odds with eachother if treated as separate business units
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INcrease communication bwn the two
joint assignments joint objectives/rewards marketing sales liaisons C-level exec. to manage/integrate both |
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Sales Force Management
Review Fig. 16.1 |
the analysis, planning, implementaion and control of sales force activities.
Includes designing sales force strategy and structure and recruiting, selecting, training, supervising, compensating, and valuating the firm's salespeople |
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Territorial Sales Force Structure
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A sales force organization that assigns each rep to an exclusive geographic area
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Product sales force structure
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salespeople specialize in selling only a portion of the company's product lines
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Customer Sales Force structure
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A sales force organization under which salespeople specialize in selling only to CERTAIN CUSTOMERS OR INDUSTRIES
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Complex Sales Force Structure
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wide variety of products, to many industries, in many geographic locations
Hybrid structures are needed/tailored |
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Workload Approach
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grouping of accounts into different classes according to size, account status, or other factors related to the amount of effort required to maintain them
# of calls/visits required annually |
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Outside Sales Force
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outside salespeople who TRAVEL to call on customers in the field
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Inside Sales Force
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Inside salespeople who conduct business from their offices via telephone, the internet, or visits from prospective buyers
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Team Selling
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Using teams of people from sales, marketing, engineering, finance, technical support, and even upper management to service large, complex accounts
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4 Key Characteristics of Successful Sales People
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Intrinsic Motivation
Disciplined Work Style Ability to close a sale Ability to build relationships with Customers |
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4 Basic Types of Compensation Plans
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Straight Salary
Straight Commission Salary + Bonus Salary + Commission |
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THe goal of supervision is to help salespeople
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Work SMART
By doing the right things at the right time |
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Fig. 16.2
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How Salespeople spend their time
10% active selling 31% Administrative |
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Sales Quotas
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standard that states the amount a salesperson should sell and HOW sales should be divided among the company's products
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