chapter objectives promotion ndiscuss the purpose of promotion in meeting business and consumer...
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CHAPTER
OBJECTIVESOBJECTIVESPROMOTION
Discuss the purpose of promotion in meeting business and consumer needs.
Identify the common promotional methods. Explain the parts of the selling process and how each is
used to help customers make effective buying decisions. Identify important laws and regulations that apply to
advertising and promotion.
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To inform and educate. To introduce product or
business. To announce
improvement or product change.
To reinforce features and benefits.
To increase frequency of use.
To increase variety of uses.
Advertising Purposes - pg 608
To convince people to enter a store.
To develop a list of prospects.
To make a brand, trademark, or slogan familiar.
To improve the image of a company of product.
To gain support for ideas or causes.
All forms of PAID promotional messages
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Publication - newspapers, magazines, prof. journals
Mass media - radio, TV Outdoor - billboards, signs, Direct - sales letters, catalogs,
telemarketing, computer databases Display - window, counter, aisle, trade
show Internet - static banner, buttons,
sponsored sites, email
Media Choices - pg 609
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PLANNING AND MANAGING ADVERTISING
The advertising budget companies allow an amount for advertising
when they develop their overall company budget
most businesses plan the advertising program for one year or less
emergencies may arise that require a quick decision, but planning helps avoid budget misuse
the amount a business spends on advertising depends more on the characteristics of the product and target market than on the competition
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PLANNING AND MANAGING ADVERTISING
Timing of advertising advertising is more effective at sometimes than
others companies spend more advertising dollars seasonally
during the time the consumer is willing and able the buy the products or services advertised
occasionally companies advertise to increase purchases at times customers do not traditionally consider buying the product
a single advertisement may produce temporary results, but regular advertising is important in building a steady stream of customers
businesses often spend their advertising over the entire year to keep their name and brand fresh in the customers mind
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PERSONAL SELLING
Promotion through direct, personal contact with a customer
Studying the wants of customers Presenting and demonstrating the
product Answering customer questions Closing the sale Follow-up
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Studying the wants of customers
Buying motives- the reason why people buy.Examples: status, appetite,
comfort, desire for bargains, recognition, ease of use.
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Presenting and demonstrating the product
Customers are interested in what the product will do for them and how they can use it. Customers will ask specific Qs about product Sales people must know be able to demo the
product
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Answering customer questions
Objections- concerns or complaints expressed by the customer.
Sales people should not be concerned by the questions, but should view them as an opportunity to better understand the customer’s needs and help the customer make the best decision.
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Closing the sale
Sales people should continue to work with customers until it is clear that they do not want the product or until the sale is made.
This may take several meetings before the decision is made.
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Follow-up The selling process is not complete just
because a customer agrees to purchase the product.
It’s not complete until the sales person makes sure that the customer is satisfied—successful selling.
Check with customer to make sure order is correct
May send thank-you note to customer after purchase
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SALES PROMOTIONS
Sales promotions — any promotional activities other than advertising and personal selling intended to motivate customers to buy
Regulated by the Federal Trade Commission
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SALES PROMOTIONS Designed to encourage customers to buy
immediately Others are designed to display the products in
an attention getting or attractive way to encourage customers to examine the product
Coupons - effective method of increasing sales for a short time
Manufacturers often cooperate with wholesalers and retailers by providing promotional materials
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TRUTH IN ADVERTISING AND SELLING
False advertising Full disclosure Substantiation Cease and desist order Corrective advertising
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TRUTH IN ADVERTISING AND SELLING
False advertising Defined by federal law as misleading or
in any way that could influence the customers purchase or use of the product
Full disclosure Providing all information necessary for
consumers to make a informed decision
Advertisers are required to use it
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TRUTH IN ADVERTISING AND SELLING
Substantiation Must prove all claims they make about
their products and services in promotions
Cease and desist order Requires the company to stop using
specific advertisements
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TRUTH IN ADVERTISING AND SELLING
Corrective advertising New advertising designed to change the
false Impression left by the misleading
information
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Review Facts 13, 14, 15
Discussion Ideas 9, 10
Case 23-2, pg 622 1-4
Own Business – Develop an introductory promotional plan
for your business—include methods, media to be used, time schedule, budget, and sample of the promotion.