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44 Cards in this Set

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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
AIDA Model
Attention

Interest

Desire

Action
Copy Brief Essentials
<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
Reading
-
Sales Promotions
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)

Sales promotions account for 74% of marketing expenditures
true
Promotion Clutter
Consumers are increasingly tuning out promotions, weakening their ability to trigger immediate purchase
trade promotions are used to
get retailers to carry new items/more inventory, buy ahead, promote the company's products with more shelf space
Rather than creating only short term sales or temporary brand switching <b>sales promotions should help...
reinforce the product's position and <b>build long-term CUSTOMER relationships
Frequency marketing programs
loyalty clubs

Washington post example "Post Points" redeem for free stuff
Consumer Promotions
Sales promotion tool used to boost short-term customer buying and involvement or to enhance long-term customer relationships
Consumer Promotion Tools (PULL Strategy)
<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
Event Marketing/Sponsorship
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
Trade Promotions
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
Business Promotions
promotion tools used to generate business leads, stimulate purchases, reward customers, and motivate salespeople

Trade shows/conventions

Sales Contests
Conventions & Tradeshows
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
Sales Contests
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
Developing the Sales Promotion Program
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
Chp. 15
PR
Public Relations
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
Major Trade Promotion Tools (PUSH Marketing)
Trade shows

Trade Allowances

Trade Incentives
Promotional Campaigns (co-sponsorships)
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
***2 Laws of Communication
<b>ADVERTISING MAINTAINS brands

<B>PUBLICITY BUILDS brands
What can the marketing
manager do to get others
talking about the brand?
PR! of course!

Events
Product Placement
Industry Campaigns
Read pg 448-451
Highlighted Segments
Chp. 16
Personal Selling
Personal Selling
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
Salesperson
individual representing a company to customers by performing one or more of the following activities: selling, servicing, information gathering, and relationship building
Sales force serves as the critical link between a company and its customers
true!

serve both seller and the buyer--represent the company to the customer
Marketing & Sales can be at odds with eachother if treated as separate business units
INcrease communication bwn the two

joint assignments

joint objectives/rewards

marketing sales liaisons

C-level exec. to manage/integrate both
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
Territorial Sales Force Structure
A sales force organization that assigns each rep to an exclusive geographic area
Product sales force structure
salespeople specialize in selling only a portion of the company's product lines
Customer Sales Force structure
A sales force organization under which salespeople specialize in selling only to CERTAIN CUSTOMERS OR INDUSTRIES
Complex Sales Force Structure
wide variety of products, to many industries, in many geographic locations

Hybrid structures are needed/tailored
Workload Approach
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
Outside Sales Force
outside salespeople who TRAVEL to call on customers in the field
Inside Sales Force
Inside salespeople who conduct business from their offices via telephone, the internet, or visits from prospective buyers
Team Selling
Using teams of people from sales, marketing, engineering, finance, technical support, and even upper management to service large, complex accounts
4 Key Characteristics of Successful Sales People
Intrinsic Motivation

Disciplined Work Style

Ability to close a sale

Ability to build relationships with Customers
4 Basic Types of Compensation Plans
Straight Salary

Straight Commission

Salary + Bonus

Salary + Commission
THe goal of supervision is to help salespeople
Work SMART

By doing the right things at the right time
Fig. 16.2
How Salespeople spend their time

10% active selling

31% Administrative
Sales Quotas
standard that states the amount a salesperson should sell and HOW sales should be divided among the company's products