The document discusses various aspects of promotion including developing advertising campaigns, sales promotion tactics, using sponsored events for brand building, the roles and tools of public relations, the key elements of direct marketing campaigns, and managing a sales force including determining size, compensation, recruiting, and evaluating performance. It provides information on different promotion methods and considerations for each in a structured way with headings, figures, and tables.

1. PROMOTION

2. Chapter Questions
• What steps are involved in developing an advertising
program?
• How should sales promotion decisions be made?
• What are the guidelines for effective brand-building
events and experiences?
• How can companies exploit the potential of public
relations and publicity?

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

4. Procter & Gamble’s
Advertising History

5. Figure 18.1 The Five M’s of Advertising

6. Advertising Objectives
Informative Persuasive
advertising advertising
Reminder Reinforcement
advertising advertising

7. Factors to Consider in Setting an Advertising
Budget
Stage in the product life cycle
Market share and consumer base
Competition and clutter
Advertising frequency
Product substitutability

8. Developing the
Advertising Campaign
• Message generation
and evaluation
• Creative development
and execution
• Legal and social issues

9. Television
Advantages Disadvantages
• Reaches broad spectrum of • Brief
consumers • Clutter
• Low cost per exposure • High cost of production
• Ability to demonstrate • High cost of placement
product use • Lack of attention by viewers
• Ability to portray image and
brand personality

10. Print Ads
Advantages Disadvantages
• Detailed product • Passive medium
information • Clutter
• Ability to • Unable to
communicate user demonstrate product
imagery use
• Flexibility
• Ability to segment

11. Print Ad Components
Picture
Headline
Copy
Signature

12. Print Ad Evaluation Criteria
• Is the message clear at a glance?
• Is the benefit in the headline?
• Does the illustration support the headline?
• Does the first line of the copy support or explain the
headline and illustration?
• Is the ad easy to read and follow?
• Is the product easily identified?
• Is the brand or sponsor clearly identified?

13. Communicating to the Rural
Audience
• Large variations in language and culture
• Campaigns have to be tailor made for product
and region
• Product demonstrations in haats, mandis, and
melas (fairs) are useful
• TV and print media do not reach all villages and
all customers
• Wall paintings and signboards very popular
• Folk theatre, magic shows and puppet shows are
also used as a media vehicle

14. Media Selection
• Reach
• Frequency
• Impact
• Exposure

15. Choosing Among Major Media Types
• Target audience and media habits
• Product characteristics
• Message characteristics
• Cost

16. Major Media Types
• Newspapers • Outdoor
• Television • Yellow Pages
• Direct mail • Newsletters
• Radio • Brochures
• Magazines • Telephone
• Internet

17. Table 18.2 Advertising Research
Techniques
• For Print Ads
• For Broadcast Ads
• In-house tests
• Trailer tests
• Theater tests
• On-air tests

18. Place Advertising
• Billboards
• Public spaces
• Product placement
• Point-of-purchase

19. Measures of Audience Size
• Circulation
• Audience
• Effective audience
• Effective ad-exposed audience

20. Factors Affecting Timing Patterns
• Buyer turnover
• Purchase frequency
• Forgetting rate

21. Media Schedule Patterns
• Continuity
• Concentration
• Flighting
• Pulsing

22. Evaluating Advertising Effectiveness
• Communication-Effect Research
– Consumer feedback method
– Portfolio tests
– Laboratory tests
• Sales-Effect Research

23. What is Sales Promotion?
Sales promotions consist of a collection of
incentive tools, mostly short term, designed to
stimulate quicker or greater purchase of
particular products or services by consumers
or the trade.

24. Sales Promotion Tactics
Consumer-directed Trade-directed
• Samples • Price offs
• Coupons • Allowances
• Cash refund offers • Free goods
• Price offs
• Sales contests
• Premiums
• Prizes • Spiffs
• Patronage rewards • Trade shows
• Free trials • Specialty advertising
• Tie-in promotions

25. Using Sales Promotions
Establish objectives
Select tools
Develop program
Pretest
Implement and control
Evaluate results

26. Why Sponsor Events?
• To identify with a particular target market or life
style
• To increase brand awareness
• To create or reinforce consumer perceptions of
key brand image associations
• To enhance corporate image
• To create experiences and evoke feelings
• To express commitment to community
• To entertain key clients or reward employees
• To permit merchandising or promotional
opportunities

27. Using Sponsored Events
Establish objectives
Choose events
Design programs
Measure effectiveness

28. Tasks Aided by Public Relations
• Launching new products
• Repositioning a mature product
• Building interest in a product category
• Influencing specific target groups
• Defending products that have encountered
public problems
• Building the corporate image in a way that
reflects favorable on products

29. Public Relations Functions
• Press relations
• Product publicity
• Corporate communications
• Lobbying
• Counseling

30. Major Tools in Marketing PR
• Publications
• Events
• Sponsorships
• News
• Speeches
• Public Service Activities
• Identity Media

31. Decisions in Marketing PR
Establish objectives
Choose messages
Choose vehicles
Implement
Evaluate results

32. What is Direct Marketing?
Direct marketing is the use of consumer-
direct channels to reach and deliver goods and
services to customers without using market
middlemen.

33. Direct Marketing Channels
Direct mail
Catalogs
Telemarketing
Other direct response

34. Constructing a Direct-Mail Campaign
Establish objectives
Select target prospects
Develop offer elements
Test elements
Execute
Measure success

35. RFM Formula for
Selecting Prospects
Recency
Recency
Frequency
Frequency
Monetary value
Monetary value

36. Elements of the Offer Strategy
• Product
• Offer
• Medium
• Distribution method
• Creative strategy

37. Components of the Mailing
• Outside envelope
• Sales letter
• Circular
• Reply form
• Reply envelope

38. Types of Telemarketing
• Telesales
• Telecoverage
• Teleprospecting
• Customer service and
technical support

39. Other Media for Direct Response
Television
• Direct Response Advertising
• At-home shopping channels
• Videotext
Kiosks

40. Interactive Marketing
• Tailored messages possible
• Easy to track responsiveness
• Contextual ad placement possible
• Search engine advertising possible
• Subject to click fraud
• Consumers develop selective attention

41. Online Promotional Opportunities
• Websites • Sponsorships
• Microsites • Alliances and affiliate
• Search ads programs
• Display ads • Online communities
• Interstitials • Email
• Internet-specific ads • Mobile marketing
and videos

42. e-Marketing Guidelines
• Give the customer a reason to respond
• Personalize the content of your emails
• Offer something the customer could not get
via direct mail
• Make it easy for customers to unsubscribe

43. Word-of-Mouth Marketing is Empowered by
Social Networks

44. Figure 19.4 Designing
a Sales Force
Sales force objectives
Sales force strategy
Sales force structure
Sales force size
Compensation

45. Sales Tasks
• Prospecting
• Targeting
• Communicating
• Selling
• Servicing
• Information
gathering
• Allocating

46. Figure 19.7 Managing the
Sales Force
Recruiting, selecting
Training
Supervising
Motivating
Evaluating

47. Workload Approach to Determining Sales Force
Size
• Customers are grouped into size classes
• Desirable call frequencies are established
• Number of accounts in each size class multiplied by
call frequency
• Average number of calls possible per year
established
• Number of reps equal to total annual calls required
divided by number possible

48. Components of Sales Force Compensation
Fixed amount
Variable amount
Expense allowances
Benefits

49. Table 19.1 Form for Evaluating Performance

50. Principles of Personal Selling
• Situation questions
• Problem questions
• Implication questions
• Need-payoff questions

51. Figure 19.8 Steps in Effective Selling
Prospecting/Qualifying
Preapproach
Approach
Presentation
Overcoming objections
Closing
Follow-up