Chapter 15 - Advertising and Public Relations

- Pull strategy – promotion strategy that calls for spending a lot on advertising and
consumer promotion to induce final consumers to buy the product, creating a demand
vacuum that “pulls” the product through the channel
Integrating the promotion mix:

- Start with customers
- Analyze trends- internal and external
- Audit the pockets of communications spending throughout the organization
- Team up in communications planning
- Create compatible themes, and quality across all communications media
- Create performance measures shared by all communications elements
- Appoint a director responsible for the company’s persuasive communications efforts
CHAPTER 15 – ADVERTISING AND PUBLIC RELATIONS
Advertising:
- Advertising – any paid form of nonpersonal presentation and promotion of ideas, goods,
or services by an identified sponsor
- Advertising objective – a specific communication task to be accomplished with a specific
target audience during a specific period of time
o Informative advertising – used heavily when introducing a new product category
o Persuasive advertising – more important as competition increases
o Reminder advertising – important for mature products to maintain customer
relationships and keep reminding customers
- Advertising budget – the dollars and other resources allocated to a product or company
advertising program
- Advertising strategy – the strategy by which the company accomplishes its advertising
objectives. It consists of two major elements: creating advertising messages and
selecting advertising media
- Madison and vine – a term that has come to represent the merging of advertising and
entertainment in an effort to break through the clutter and create new avenues for
reaching consumers with more engaging messages
- Creative concept – the compelling “big idea” that will bring the advertising message
strategy to life in a distinctive and memorable way
- Execution style – the approach, style, tone, words, and format used for executing an
advertising message
- Advertising media – the vehicles through which advertising messages are delivered to
their intended audiences
- Return on advertising investment – the net return on advertising investment divided by
the costs of the advertising investment
- Advertising agency – a marketing services firm that assists companies in planning,
preparing, implementing, and evaluating all or portions of their advertising programs
Public relations:
- Public relations - building good relations with the company’s various publics by
obtaining favorable publicity, building up a good corporate image and handling or
heading off unfavorable rumors, stories, and events
CHAPTER 16 – PERSONAL SELLING AND SALES PROMOTION
Personal Selling:
- Personal selling – personal presentation by the firm’s sales force for the purpose of
making sales and building customer relationships
- Sales person – an individual representing a company to customers by performing one or
more of the following activities: prospecting, selling, communicating, servicing,
information gathering or relationship building
Managing the Sales force:

- Sales force management – the analysis, planning, implementation, and control of sales
force activities. It includes designing sales force strategy and structure, and recruiting,
selecting, training, supervising, compensating and evaluating the firm’s salespeople
- Territorial sales force structure – a sales force organization that assigns each
salesperson to an exclusive geographic territory in which that salesperson sells the
company’s full line
- Product sales force structure – a sales force organization where salespeople specialize in
selling only a portion of the company’s products or lines
- Customer sales force structure – a sales force organization under which salespeople
specialize in selling only to certain customers or industries
- Outside sales force (field sales force) – outside salespeople who travel to call on
customers in the field
- Inside sales force – inside salespeople who conduct business from their offices via
telephone, the internet, or visits from prospective buyers
- Team selling – teams of people from sales, marketing, engineering, finance, and even
upper management to service large complex accounts
The personal selling process:

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- Pull strategy – promotion strategy that calls for spending a lot on advertising and

Integrating the promotion mix:

CHAPTER 15 – ADVERTISING AND PUBLIC RELATIONS

CHAPTER 16 – PERSONAL SELLING AND SALES PROMOTION

Managing the Sales force:

The personal selling process:

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