MGCR Chapter 15: Advertising, Sales, Promotions, Personal Selling

how do marketing communications work? AIDA model

• attention

• interest

• desire

• action

attention

• senders must first gain attention

• multichannel - increases likelihood messages will be received

interest

• customer has become aware, must be persuaded

• customer wants to further investigate product/service

lagged effect

advertising doesn’t always have immediate impact

multiple exposures often needed

advertising

paid form of communication

what are the objectives of advertisement

• inform

• persuade

• remind

informative advertising + goal?

create/build awareness

goal: moving consumer through buying cycle to purchase

persuasive advertising

• motivate consumers to take action

reminder advertising

communication used to remind/prompt repurchases

product placement

• non-traditional/attractive/innovative situations

public service announcements

• focus is on public welfare

• sponsored by non-profits

• special class of demand advertising

• social marketing

regulatory/ethical issues in advertising

• regulation is mix of formal laws n informal restrictions

• designed to protect consumers from deceptive practices

• include federal/provincial laws/regulations

• self regulatory agencies/agreements set standards

deceptive advertising

mis-representation trying to mislead consumers acting reasonably under circumstances

puffery

legal exaggeration of praise, stopping short of deception

types of consumer sales promotions

• coupons

• deals

• premiums

• contests

• sweepstakes

• samples

• loyalty programs

• POP displays

• rebates

trade channel sales promotions

• persuade channel of distribution member to carry/push product by giving channel eye-catching place

why do marketers need to be careful in use of promotions?

• future sales may be shifted to now

• short-run benefits at expense at stability

What are the steps of the personal selling processes?

1) Generate/qualify leads

2) preapproach

3) sales presentations and objections

4) closing sale

5) follow up

what are the types of leads

• cold calling

• telemarketing

• trade shows

• social media

• networking events

• current customers

2)

• present qualification

• follows customers interest

• sets goals

3)sales presentation/overcoming objectives

• presentation

  • person to person

  • ask questions

• handling objections

  • anticipate in advance

4) closing sale

• getting order

• most stressful part

• no one day may be foundation for yes

5) follow up what are the 5 service quality dimensions to be followed

• reliability

• responsiveness

• assurance

• empathy

• tangibles

what is the b2b buying process