1. CHAPTER 9 Promotion:
Advertising, Sales Promotion, public
Relations
The best advertising is done by
satisfied customers.

2. The learning objectives
 Marketing promotion tools
 Advertising
 Sales management
 Public relations

3. 1.Promotion tools
 Advertising
 Sales promotion
 Public relations and publicity
 Personal selling

4. Sales promotion
Short-term incentives to encourage the purchase
or sale of a product or service.

5. Major sales promotion tools
 Sample
 Coupon
 Cash refund(offer)
 Price pack
 Premium
 Advertising specialty
 Patronage reward
 Point-of purchase(POP)
 Contests sweepstakes games
 Discount
 Allowance

6. Public relations
 Press relations
 Public affairs
 lobbying
 Investor relation
 development

7. Product market
 Consumer goods
 Industrial goods

8. relative spending in Consumer
goods market
Sales promotion
advertising
Personal selling
Public relations

9. relative spending in industrial
goods market
Personal selling
Sales promotion
advertising
Public relations

10. SALES MANAGEMENT
 Sales force management
 Principles of personal selling

11. Major steps force strategy and
structure
 Designing sales force strategy and structure
 Recruiting and selecting salespeople
 Training sales people
 Compensating salespeople
 Supervising salespeople
 Evaluating salespeople

12. Sales force structure
 Territorial sales force structure
 Product sales force structure
 Customer sales force structure
 Complex sales force structure

13. Sales force size
Discussion:
how to decide the sales force size?

14. compensation
 The fixed amount
 The variable amount
 Expense allowances
 Fringe benefit

15. the relationship between overall
marketing strategy and sales force
compensation
 P594

17. PRINCIPLE OF PERSONAL
SELLING
 Prospecting
 Pre-approach
 Presentation And Demonstration
 Handling Objection
 Closing
 Follow-up

18. Relationship Marketing
The process of creating maintaining, and
enhancing strong, value-laden relationships
with customers and other stakeholders.

19. DISCUSSION
 What is team selling and what are its
advantages and disadvantages?how would
recruiting and training for individual?

20. 2. Advertising
Advertising is any paid form of nonpersonal
presentation and promotion of ideas,goods,or
services by an identified sponsor.

21. The 5 Ms of Advertising

22. Advertising objective
 A specific communication task to be
accomplished with a specific target audience
during a specific period of time.

23. Advertising Objectives
 Informative advertising
 Persuasive advertising
 Reminder advertising

24. Advertising strategy
1.Creating the advertising message
 Message strategy
 Message execution
2.Selecting advertising media
 Deciding on reach ,Frequency, and Impact
 Choosing among major media types
 Selecting specific media vehicles
 decide on media timing

25. Where is the idea?

26. Execution styles
 Slice of life
 Lifestyle
 Fantasy
 Mood or image
 Musical
 Personal symbol
 Technical expertise
 Scientific evidence

27. Other Advertising Consideration
 Advertising agency
 International advertising decisions