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