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Business Marketing Communications: Advertising and Sales Promotion

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Business Marketing Communications: Advertising and Sales Promotion Chapter 16 Promotions Why are promotions so important? The importance of salespeople Why? – PowerPoint PPT presentation

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Title: Business Marketing Communications: Advertising and Sales Promotion


1
Business Marketing Communications Advertising
and Sales Promotion
  • Chapter 16

2
Promotions
  • Why are promotions so important?
  • The importance of salespeople
  • Why?
  • Other methods

3
The Role of Advertising
  • Integrated Communication Program
  • Blend with objectives
  • Enhancing Sales Effectiveness
  • Does it help?
  • per salesperson
  • Higher ratings
  • Supplier reputation
  • Increased brand awareness
  • Gross margins

4
The Role of Advertising
  • Increasing Sales Efficiency
  • Actual customers
  • Potential customers
  • Creating awareness
  • Unawareness? Awareness? Preference
  • Interactive Marketing Communications
  • Impact of the internet
  • Limitations of Advertising

5
Managing B2B Advertising
  1. Set Advertising Objectives and Define Target
    Market
  2. Determine the Advertising Budget
  3. Develop the Message
  4. Select the Media
  5. Evaluate Advertising Effectiveness

6
Managing B2B Advertising
  • Set Advertising Objectives Define Target Market
  • Know what you want to accomplish
  • Written objectives
  • Four characteristics
  • Three common examples
  • Brand awareness
  • Recognition
  • Buyer attitudes
  • Target audience
  • Creative Strategy Statement
  • How to position the product?

7
Managing B2B Advertising
  • Determining the Advertising Budget
  • Two methods
  • Rules of thumb
  • When to use
  • Types
  • Consequence of sales
  • Objective-task method
  • How it works
  • Establish objectives
  • Assess communication needed
  • Define goals in measurable terms
  • Estimate budget needed to achieve goals
  • Determinant of sales
  • Passing the threshold

8
Managing B2B Advertising
  • Developing the Advertising Message
  • Highlight attributes
  • Perception
  • Attention
  • Interpretation
  • Example Technical advertisements
  • Focus on benefits
  • Focus on what customers want and
  • Focus on companys ability to reach them
  • Marketing research

9
Managing B2B Advertising
  • Selecting Advertising Media
  • Based on what the target market uses
  • Business publications
  • Horizontal publications
  • Ad Age, Marketing News
  • Vertical publications
  • Chemical Business
  • Requester publications
  • Why?

10
Managing B2B Advertising
  • Advertising Cost
  • Measuring efficiency
  • Cost per thousand
  • Cost of reaching target market
  • Frequency
  • How often to run the advertisement?

11
Direct Marketing Tools
  • Direct Mail
  • Benefits
  • Disadvantages
  • Interactive Marketing
  • Customer Relationship Marketing

12
Measuring Advertising Effectiveness
  • What benefits does advertising provide the
    company?
  • Measuring Impact on Purchase Decision
  • Indirect communication
  • Measurement Program
  • Benchmarking
  • Common benchmarks

13
Trade Shows
  • Magnitude of trade shows
  • Advantages
  • Costs- about 250
  • International trade shows
  • Investment returns
  • Trade show objectives
  • Identify decision-influencers
  • Identify potential customers
  • Create actual sales
  • Provide products, services, and company
    information
  • Learn of potential application problems
  • Handle existing customer problems

14
Trade Shows
  • Selecting the Show
  • Which one to go to?
  • Net buying influences
  • Total buying plans
  • Ask customers?
  • Lead efficiency model
  • of sales leads obtained at show
  • Total of show visitors with plans to buy

15
Trade Shows
  • Managing the Exhibit
  • Generate interest
  • Salespeople training
  • Internet usage
  • Evaluating Performance
  • Attraction
  • Contact
  • Conversation efficiency
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