Business Marketing Communications: Advertising and Sales ...

Business Marketing Communications: Advertising and Sales ...

Developed by Cool Pictures and MultiMedia Presentations Copyright 2004 by South-Western, a division of Thomson Learning, Inc. All rights reserved. The Role of Advertising Integrated Communication Programs. Enhancing Sales Effectiveness. Increased Sales Efficiency.

Creating Awareness. Interactive Marketing Communications. Developed by Cool Pictures and MultiMedia Presentations Copyright 2004 by South-Western, a division of Thomson Learning, Inc. All rights reserved. Advertising Cannot Substitute for effective personnel selling. Advertising along cannot create product preference. Developed by Cool Pictures and MultiMedia Presentations

Copyright 2004 by South-Western, a division of Thomson Learning, Inc. All rights reserved. The Decision Stages for Developing the Business-toBusiness Advertising Program Advertising is only one aspect of the entire marketing strategy. The advertising decision process begins with the formulation of advertising objectives. Equally important is the evaluation and selection of the media.

Developed by Cool Pictures and MultiMedia Presentations Copyright 2004 by South-Western, a division of Thomson Learning, Inc. All rights reserved. Determining Advertising Expenditures Percent of Sales Allocate some percent of sales to advertising. Makes advertising a consequence rather than a determinant of sales and profits. Objective-Task Method An attempt to relate advertising costs to the objective it is to accomplish. Focuses on the communications effects of

advertising, not on the sales effects. Developed by Cool Pictures and MultiMedia Presentations Copyright 2004 by South-Western, a division of Thomson Learning, Inc. All rights reserved. B2B Advertising Message Development Determine advertising objectives. Evaluate the buying criteria of the target audience. Analyze the most appropriate language for presenting the message. Developed by Cool Pictures and MultiMedia Presentations

Copyright 2004 by South-Western, a division of Thomson Learning, Inc. All rights reserved. Developing the Message Perception Focus on Benefits Understanding Buyer Motivations Developed by Cool Pictures and MultiMedia Presentations Copyright 2004 by South-Western, a division of Thomson Learning, Inc. All rights reserved. The Power of Internet Marketing Communications

Integrate the Internet into Media Plans. Capture the Economies of the Internet. Make Real-Time Changes. Create Unlimited Shelf Space for Products. Reach Customers on a Global Scale. Build One-to-One Relationships with Customers.

Developed by Cool Pictures and MultiMedia Presentations Copyright 2004 by South-Western, a division of Thomson Learning, Inc. All rights reserved. The Primary Areas for Advertising Evaluation 1. A sound measurement program entails substantial advanced planning. 2. The advertising strategist must determine;

1. what is to be measured, 2. how, 3. in what sequence. 3. A pre-evaluation phase is required to establish a benchmark. Developed by Cool Pictures and MultiMedia Presentations Copyright 2004 by South-Western, a division of Thomson Learning, Inc. All rights reserved. Trade Shows: Strategy Benefits An effective selling message can be delivered to a relatively large and interested audience at one time.

New products can be introduced to a mass audience. Customers can get hands-on experience with the product in a one-on-one selling situation. Potential customers can be identified, providing sales personnel with qualified leads. General goodwill can be enhanced. Free publicity is often generated for the company. Developed by Cool Pictures and MultiMedia Presentations Copyright 2004 by South-Western, a division of Thomson Learning, Inc. All rights reserved. Trade-Show Communications Strategy 1. What functions should the trade show perform in the

total marketing communications program? 2. To whom should the marketing effort at trade shows be directed? 3. What is the appropriate show mix for the company? 4. What should the trade show investmentaudit policy be? How should audits be carried out? Developed by Cool Pictures and MultiMedia Presentations Copyright 2004 by South-Western, a division of Thomson Learning, Inc. All rights reserved. Important Measures by Exhibit Surveys Net Buying Influences Measures the percentage of the show audience

that has decision authority for the types of products being exhibited. Total Buying Plan Measures the percentage of the audience planning to buy the products being exhibited with the next 12 months. Developed by Cool Pictures and MultiMedia Presentations Copyright 2004 by South-Western, a division of Thomson Learning, Inc. All rights reserved.

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