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ADVERTISING, SALES

PROMOTION,
PUBLIC RELATIONS, PERSONAL
SELLING,
AND DIRECT MARKETING

CHAPTER 10
THE EFFECTS OF ADVERTISING

Discuss the effects of


advertising on
market share and consumers
THE EFFECTS OF ADVERTISING

U.S. advertising was almost $300 billion in 2006

In 2005, 32 companies spent over


$1 billion each

The advertising industry is small—only 155,000


employed by the 12,000 advertising agencies

Ad budgets of some firms are almost $4 billion


annually
THE EFFECTS OF ADVERTISING

Top
Top Ten
Ten Leaders
Leaders by
by U.S.
U.S.
Advertising
Advertising Spending
Spending
ADVERTISING AND MARKET SHARE

New brands with a small market share spend


proportionally more for advertising and sales
promotion than those with a large market share

1. Beyond a certain level of spending, diminishing returns


set in.

2. New brands require higher spending to reach a


minimum level of exposure needed to affect purchase
habits.
THE EFFECTS OF ADVERTISING ON
CONSUMERS

The average U.S. citizen is exposed to


hundreds of ads each day.

Advertising may change a consumer’s


negative attitude toward a product, or
reinforce a positive attitude.

Advertising can affect consumer ranking of


a brand’s attributes.
EFFECT OF ADVERTISING

Maintain
Maintain brand
brand awareness
awareness &
& Increase
Increase market
market share.
share.

Measure
Measure impact
impact on
on purchase
purchase of
of products.
products.

Transform
Transform Negative
Negative attitude
attitude toward
toward aa product
product into
into aa positive
positive one.
one.

Reinforce
Reinforce positive
positive attitudes
attitudes about
about brand.
brand.
EFFECT OF ADVERTISING

Increase consumers rank on brand attitude.

Pre-selling
Pre-selling aa Product.
Product.

Introducing
Introducing New
New Products.
Products.

Building
Building Goodwill.
Goodwill.
REVIEW LEARNING OUTCOME
EFFECTS OF ADVERTISING
MAJOR TYPES OF ADVERTISING

Identify the major types


of advertising
MAJOR TYPES OF ADVERTISING

Institutional Enhances a company’s image


Advertising rather than promotes a
particular product.

Product Advertize the benefits of a


Advertising specific good or service.
MAJOR TYPES OF ADVERTISING

Corporate
Corporateidentity
identity
Institutional
Institutional
Advertising
Advertising
Advocacy
Advocacy
advertising
advertising

Pioneering
Pioneering

Product
Product
Competitive
Advertising
Advertising Competitive

Comparative
Comparative
PRODUCT ADVERTISING

 Stimulates primary demand for


Pioneering
Pioneering new product or category
 Used in the PLC introductory
stage
 Influences demand for brand in
Competitive
Competitive the growth phase of the PLC
 Often uses emotional appeal

 Compares two or more


Comparative
Comparative competing brands’ product
attributes
 Used if growth is sluggish, or if
competition is strong
REVIEW LEARNING OUTCOME
THE MAJOR TYPES OF ADVERTISING
CREATIVE DECISIONS IN
ADVERTISING

Discuss the creative decisions


in developing an
advertising campaign
CREATIVE DECISIONS IN
ADVERTISING

Advertising A series of related


Campaign advertisements focusing
on a common theme,
slogan, and set of
advertising appeals.
CREATIVE DECISIONS IN
ADVERTISING

Determine the
advertising objectives

Make creative decisions Make media decisions

Evaluate the campaign


SETTING OBJECTIVES: THE
DAGMAR APPROACH

Define
Define target
target audience
audience

Define
Define desired
desired percentage
percentage change
change

Define
Define the
the time
time frame
frame for
for change
change
CREATIVE DECISIONS

Identify
Identify
product
product benefits
benefits

Develop
Develop and
and evaluate
evaluate
advertising
advertising appeals
appeals

Execute
Execute
the
the message
message

Evaluate
Evaluate the
the
campaign’s
campaign’s effectiveness
effectiveness
IDENTIFY PRODUCT BENEFITS

 “Sell the Sizzle, not the Steak”

 Sell product’s benefits, not its attributes

 A benefit should answer


“What’s in it for me?”

 Ask “So?” to determine


if it is a benefit
IDENTIFY PRODUCT BENEFITS

“Powerade’s new line has


been reformulated to combine
Attribute
the scientific benefits of sports
drinks with
B vitamins and to speed up
energy metabolism.”

“So, you’ll satisfy your thirst


Benefit
with a great-tasting drink that
will power you throughout the
day.”
ADVERTISING APPEALS

Profit Product saves, makes, or protects money

Health Appeals to body-conscious or health seekers

Love or romance Used in selling cosmetics and perfumes

Fear Social embarrassment, old age, losing health

Admiration Reason for use of celebrity spokespeople

Convenience Used for fast foods and microwave foods

Fun and pleasure Key to advertising vacations, beer, parks

Vanity and egotism Used for expensive or conspicuous items


Environmental
Centers around environmental protection
Consciousness
UNIQUE SELLING PROPOSITION

Unique Selling A desirable, exclusive,


Proposition
and believable
advertising appeal
selected as the theme
for a campaign.
EXECUTING THE MESSAGE
REVIEW LEARNING OUTCOME
CREATIVE DECISIONS FOR AD CAMPAIGN

Set
advertising
objectives
Identify
benefits
Develop appeal

Evaluating Execute
results helps message
marketers
adjust objectives
for future Evaluate
campaigns campaign
results
MEDIA DECISIONS IN ADVERTISING

Describe media evaluation


and
selection techniques
MEDIA DECISIONS IN ADVERTISING

Monitored
Monitored Media
Media Unmonitored
Unmonitored Media
Media

Newspapers
Newspapers Direct
Direct Mail
Mail

Magazines
Magazines Trade
Trade Exhibits
Exhibits

Yellow
Yellow Pages
Pages Cooperative
Cooperative Advertising
Advertising

Internet
Internet Brochures
Brochures

Radio
Radio Coupons
Coupons

Television
Television Catalogs
Catalogs

Outdoor
Outdoor Media
Media Special
Special Events
Events
MAJOR ADVERTISING MEDIA

Newspapers
Newspapers

Magazines
Magazines

Radio
Radio

Television
Television

Outdoor
Outdoor Media
Media

Yellow
Yellow Pages
Pages

Internet
Internet
NEWSPAPERS

Advantages Disadvantages

 Geographic selectivity  Limited demographic


 Short-term advertiser selectivity
commitments  Limited color
 News value and  May be expensive
nearness
 High individual
market coverage
 Co-op and local tie-in
availability
 Short guide time
FREE NEWSPAPERS?

 The new Baltimore Examiner is delivering 250,000


newspapers—at no charge and unsolicited!

 Advertising brings in the revenue for this niche


publication targeting households with income of $73,000
or more.

 The ads are $2,900 for a full page,


compared with $17,000 for
its competition, the Baltimore Sun.

 The Examiner is betting that low ad rates and the target


market will be a valuable proposition to advertisers.

SOURCE: Joseph T. Hallinan,


“Do New Free Dailies Mean Sun is Setting for Paid
Newspapers?,”
Wall Street Journal, April 5, 2006, B1.
COOPERATIVE ADVERTISING

Cooperative An arrangement in which


Advertising
the manufacturer and the
retailer
split the costs of
advertising the
manufacturer’s brand.
MAGAZINES

Advantages Disadvantages

 Long-term advertiser
 Good reproduction commitments

 Demographic selectivity  Slow audience build-


up
 Regional/local selectivity
 Limited
 Long advertising life demonstration
capabilities
 High pass-along rate
 Lack of urgency
 Long lead time
RADIO

Advantages Disadvantages
 No visual treatment
 Low cost  Short advertising life
 Immediacy of message  High frequency to
 Short notice scheduling generate
comprehension and
 No seasonal audience retention
change
 Background
 Highly portable distractions
 Short-term advertiser  Commercial clutter
commitments
 Entertainment carryover
TELEVISION

 Advantages
Wide, diverse Disadvantages
audience
 Short life of message
 Low cost per
thousand  Consumer skepticism
 Creative  High campaign cost
opportunities for  Little demographic
demonstration selectivity with
 Immediacy of stations
messages  Long-term advertiser
 Entertainment commitments
carryover  Long lead times for
 Demographic production
selectivity with cable  Commercial clutter
TV ADVERTISING: IS LESS MORE?

 The number of ads in TV shows is a longstanding


complaint of viewers and advertisers.

35
05
 The media is cluttered
04
and consumers change

Year
03
channels or speed
through commercials 02

on a DVR. 01

2000
 Tests are being conducted 13.5 14 14.5 15 15.5
to feature shorter
commercial pods. Commercial Minutes
per Hour

SOURCE: Suzanne Vranica,


“TV-Ad Test to Show if Less is More,”
Wall Street Journal, April 5,2006, B3.
OUTDOOR MEDIA

Advantages Disadvantages

 Repetition  Short message


 Moderate cost  Lack of demographic
selectivity
 Flexibility
 High “noise” level
 Geographic
selectivity
INTERNET

Advantages Disadvantages

 Difficult to measure
 Fast growing ad effectiveness and
ROI
 Ability to reach
narrow target  Ad exposure relies on
audience “click through” from
banner ads
 Short lead time
 Not all consumers
 Moderate cost have access to
Internet
ALTERNATIVE MEDIA

Shopping
Shopping Carts
Carts
Computer
Computer Floor
Floor Ads
Ads
Screen
Screen Savers
Savers
DVDs Subway
Subway Tunnel
Tunnel Ads
Ads
DVDs

Interactive Video
Video Game
Game Ads
Ads
Interactive Kiosks
Kiosks

Ads Cell
Cell Phone
Phone Ads
Ads
Ads in
in Movies
Movies

Advertainments
Advertainments
VIDEOGAME ADVERTISING

 Microsoft plans to acquire Massive inc., a


start-up that places ads in video games.

 Ads are inserted into the


game environment.

 Video games could become


a large new medium for
advertising.

SOURCE: Robert A. Guth and Nick Wingfield,


“Microsoft’s ‘Massive’ Move into Game Ads,”
Wall Street Journal, April 26,2006, B1.
DIRECTORY ASSISTANCE
ADVERTISING

 Companies are offering free telephone


directory assistance—but there’s an
advertisement first.

 The audio ads are narrowly targeted,


and are 10 to 12 seconds.

 The growth of such free services


could represent another change in the
telecom industry.

 Dial 1-800-FREE411 or 1-800-411-METRO


SOURCE: Rebecca Buckman,
“Your Listing, and a Word From Our Sponsor,”
Wall Street Journal, April 20,2006, B1.
QUALITATIVE FACTORS IN MEDIA
SELECTION

 Attention to the commercial


and the program

 Program liking

 Lack of distractions

 Other audience behaviors


MEDIA SCHEDULING

Continuous Advertising is run steadily


Media Schedule throughout the period.

Flighted Advertising is run heavily every


Media Schedule other month or every two
weeks.

Advertising combines
Pulsing
continuous scheduling with
Media Schedule flighting.

Seasonal Advertising is run only when the


Media Schedule product is likely to be used.
MEDIA SCHEDULING ON THE WEB
 Competition for Web advertising spots is driving up
prices.

 Some Web advertisers now run campaigns based on


time of day. Examples:
 McDonald’s: breakfast meals during morning hours
 Xerox: copier ads during the workday
 Budweiser: beer ads on Friday afternoons

 Scheduling Web ads during prime times is a more


efficient use of ad dollars and more targeted.

SOURCE: David Kesmodel, “More Marketers Place Web


Ads by Time of Day,” Wall Street Journal, June 23, 2006,
B1.
REVIEW LEARNING OUTCOME
MEDIA EVALUATION AND SELECTION

Type: Newspaper Considerations:


Magazine
Radio Mix How much of each?
Television Cost per contact How much per
Outdoor person?
Internet Reach How many people?
Alternative Frequency How often?
Audience selectivity How targeted is
audience?
continuous
Scheduling:
flighted

pulsing

seasonal

Winter Spring Summer Fall


SALES PROMOTION

Define and state the


objectives of sales promotion
SALES PROMOTION

Marketing
Sales
Promotion communication
activities, other than
advertising, personal
selling, and public
relations, in which a
short-term incentive
motivates a purchase.
SALES PROMOTION

Advertising Reason to buy

Sales Promotion Incentive to buy


SALES PROMOTION

Consumer
Consumer
Sales
Sales Consumer market
Promotion
Promotion

Drive immediate
Goal purchase
Influence behavior

Trade
Trade
Sales Marketing channel
Sales
Promotion
Promotion
OBJECTIVES OF SALES PROMOTION

Sales Promotion
Type of Buyer Desired Results
Examples

•Reinforce behavior
Loyal •Loyalty marketing
•Increase consumption
Customers •
•Change purchase timing Bonus packs

•Sampling
Competitor’s •Break loyalty
•Sweepstakes,
Customers •Persuade to switch
contests, premiums

•Price-lowering
Brand •Persuade to buy your
promotion
Switchers brand more often •Trade deals

•Appeal with low •Coupons, price-off


Price Buyers prices packages, refunds
•Supply added value •Trade deals
REVIEW LEARNING OUTCOME
THE OBJECTIVES OF SALES PROMOTION
TOOLS FOR CONSUMER SALES
PROMOTION

Discuss the most common


forms of consumer
sales promotion
TOOLS FOR CONSUMER SALES
PROMOTION

Coupons
Coupons and
and Rebates
Rebates

Premiums
Premiums

Loyalty
Loyalty Marketing
Marketing Programs
Programs

Contests
Contests &
& Sweepstakes
Sweepstakes

Sampling
Sampling

Point-of-Purchase
Point-of-Purchase Promotion
Promotion
TOOLS FOR CONSUMER SALES
PROMOTION

A
A certificate
certificate that
that entitles
entitles
Coupon
Coupon consumers
consumers toto an
an immediate
immediate
price
price reduction.
reduction.

A
A cash
cash refund
refund given
given for
for the
the
Rebate
Rebate purchase
purchase of of aa product
product during
during
aa specific
specific period.
period.

An
An extra
extra item
item offered
offered toto the
the
Premium
Premium consumer,
consumer, usually
usually in
in exchange
exchange
for
for some
some proof
proof of
of purchase.
purchase.
TOOLS FOR CONSUMER SALES
PROMOTION

A promotional program designed


Loyalty
to build long-term, mutually
Marketing
Program beneficial relationships between
a company and key customers.

Frequent A loyalty program in which


Buyer loyal consumers are rewarded for
Program making multiple purchases.
TOOLS FOR CONSUMER SALES
PROMOTION

Promotions that require skill


Contests
or ability to compete for prizes.

Promotions that depend on


Sweepstakes chance or luck, with
free participation.
TOOLS FOR CONSUMER SALES
PROMOTION

A
A promotional
promotional program
program that
that
allows
allows the
the consumer
consumer thethe
Sampling
Sampling opportunity
opportunity toto try
try aa product
product
or
or service
service for
for free.
free.
METHODS OF SAMPLING
POINT-OF-PURCHASE PROMOTION

 Build traffic

 Advertise the product

 Persuade impulse buying


ONLINE SALES PROMOTION
Effective Types of Online Sales Promotion

 Free merchandise

 Sweepstakes

 Free shipping with purchases

 Coupons
REVIEW LEARNING OUTCOME
CONSUMER SALES PROMOTION

Coupons and rebates


Premiums
Loyalty marketing programs
Contests
Sampling
P-O-P
Online
TOOLS FOR TRADE SALES
PROMOTION

List the most common forms


of trade sales promotion
TRADE SALES PROMOTION
Trade
Trade Allowances
Allowances

Push
Push Money
Money

Training
Training

Free
Free Merchandise
Merchandise

Store
Store Demonstration
Demonstration

Conventions
Conventions &
& Trade
Trade Shows
Shows
TRADE ALLOWANCE

Trade A price reduction


Allowance offered by
manufacturers to
intermediaries, such
as wholesalers and
retailers.
PUSH MONEY

Money offered to
Push Money
channel
intermediaries to
encourage them to
“push” products--that
is, to encourage other
members of the
channel to sell the
products.
BENEFITS OF TRADE PROMOTIONS

Help manufacturers gain new distribution

Obtain wholesaler and retailer support for


consumer sales promotions

Build or reduce dealer inventories

Improve trade relations


REVIEW LEARNING OUTCOME
FORMS OF TRADE SALES PROMOTION
PUBLIC RELATIONS

Discuss the role of


public relations
in the promotional mix
PUBLIC RELATIONS

The element in the


Public Relations
promotional mix that:

 evaluates public attitudes


 identifies issues of public
concern
 executes programs to gain
public acceptance
FUNCTIONS OF PUBLIC RELATIONS

Press
Press relations
relations

Product
Product publicity
publicity

Corporate
Corporate communication
communication

Public
Public affairs
affairs

Lobbying
Lobbying

Employee
Employee and
and investor
investor relations
relations

Crisis
Crisis management
management
PUBLIC RELATIONS TOOLS

New
New product
product publicity
publicity

Product
Product placement
placement

Consumer
Consumer education
education

Event
Event sponsorship
sponsorship

Issue
Issue sponsorship
sponsorship

Internet
Internet Web
Web sites
sites
EXAMPLE OF CONSUMER EDUCATION

 Corporations are teaching public


school students about personal
finance.

 People under age 25 are a fast-


growing group for credit card debt
increases and bankruptcy.

 Is it appropriate to use educational


materials with a corporate identity?

 How should financial literacy be


taught?
SOURCE: Diya Gullapalli,
“Your Kid’s Teacher: The Bank,”
Wall Street Journal, April 8-9, 2006, B1.
MANAGING UNFAVORABLE PUBLICITY

Crisis
Management
REVIEW LEARNING OUTCOME
THE ROLE OF PUBLIC RELATIONS
PERSONAL SELLING

Describe personal selling


PERSONAL SELLING

Personal Selling Advertising & Sales Promotion


is more important if... are more important if...

Product has a high value. Product has a low value.

Product is custom made. Product is standardized.

There are few customers.There are many customers.

Product is Product is
technically complex. simple to understand.

Customers are Customers are


concentrated. geographically dispersed.
REVIEW LEARNING OUTCOME
PERSONAL SELLING

 Detailed explanation or
demonstration
 Variable sales message
Personal
Selling  Directed to qualified prospects
Advantages
 Controllable adjustable selling costs
 More effective than other
promotion in obtaining sale and
gaining customer satisfaction
RELATIONSHIP SELLING

Discuss the key differences


between relationship selling
and traditional selling
RELATIONSHIP SELLING

Relationship A sales practice that


(Consultative) involves building,
Selling maintaining, and
enhancing interactions
with customers in order
to develop long-term
satisfaction through
mutually beneficial
partnerships.
TRADITIONAL SELLING AND
RELATIONSHIP SELLING
Traditional
Relationship Selling
Personal Selling
Sell products Sell advice, assistance, counsel

Focus on closing sales Focus on customer’s bottom line


Limited sales planning Sales planning is top priority
Discuss product Build problem-solving environment
Assess “product-specific” Conduct discovery in scope of
needs operations
“Lone wolf” approach Team approach
Profit impact and strategic
Pricing/product focus
benefit focus
Short-term sales follow-up Long-term sales follow-up
REVIEW LEARNING OUTCOME
RELATIONSHIP SELLING VS. TRADITIONAL SELLING

Repeat Successive
Sales Initial Sales Sales
Increases Sales
Result
From
Creating Traditional Sales
Value

Relationship Sales
STEPS IN THE SELLING PROCESS

List the steps in


the selling process
STEPS IN THE SELLING PROCESS

Generate
Generate Leads
Leads

Qualify
Qualify Leads
Leads

Probe
Probe Customer
Customer Needs
Needs

Develop
Develop Solutions
Solutions

Handle
Handle Objections
Objections

Close
Close the
the Sale
Sale

Follow
Follow Up
Up
TIME SPENT IN KEY STEPS OF
SELLING PROCESS
Key Selling Steps Traditional Relationship
Selling Selling

Generate Leads High Low

Qualify Leads Low High

Probe Needs Low High

Develop Solutions Low High

Handle Objections High Low

Close the sale High Low

Follow-up Low High


GENERATING LEADS

Direct
Direct Mail/
Mail/
Advertising
Advertising Publicity
Publicity Telemarketin
Telemarketin
gg

Internet
Internet Web
Web
Cold
Cold Calling
Calling Referrals
Referrals
Site
Site

Trade
Trade Shows/
Shows/ Company
Company
Networking
Networking Conventions
Conventions Records
Records
COLD CALLING

Cold Calling A form of lead generation


in which the salesperson
approaches potential
buyers without any prior
knowledge of the
prospects’ needs or
financial status.
QUALIFYING LEADS

Recognized
Recognized need
need

Buying
Buying power
power

Receptivity
Receptivity and
and
accessibility
accessibility
NEEDS ASSESSMENT

Needs A determination of the


Assessment
customer’s specific
needs and wants and
the range of options a
customer has for
satisfying them.
THE CONSULTATIVE SALESPERSON

Product
Product or
or service
service

Salesperson
Salesperson Customers
Customers
must
must know
know
everything
everything
about...
about... Competition
Competition

Industry
Industry
DEVELOPING AND PROPOSING
SOLUTIONS

Sales
Sales Proposal
Proposal

Sales
Sales Presentation
Presentation
POWERFUL PRESENTATIONS

Be well prepared
Use eye contact
Ask open-ended questions
Be poised
Use hand gestures and voice inflection
Focus on the customer needs
Incorporate visual elements
Know how to operate the A/V equipment
Make sure the equipment works
PRACTICE, PRACTICE, PRACTICE!
HANDLING OBJECTIONS

 View objections as requests for


information
 Anticipate specific objections
 Investigate the objection with the
customer
 Be aware of competitors’ products
 Stay calm
 Use the objection to close the sale
CLOSING THE SALE

Look
Look for
for
customer
customer signals
signals

Keep
Keep an
an open
open mind
mind

Negotiate
Negotiate

Tailor
Tailor to
to each
each market
market
REVIEW LEARNING OUTCOME
STEPS IN THE SELLING PROCESS
SALES MANAGEMENT

Describe the functions


of sales management
SALES MANAGEMENT
RESPONSIBILITIES

Define
Define sales
sales goals
goals and
and sales
sales process
process

Determine
Determine sales
sales force
force structure
structure

Recruit
Recruit and
and train
train sales
sales force
force

Compensate
Compensate and
and motivate
motivate sales
sales force
force

Evaluate
Evaluate sales
sales force
force
DEFINING SALES GOALS

Clear
Clear

Precise
Precise Sales Volume
Market Share
Profit Level
Measurable
Measurable

Time
Time Specific
Specific
QUOTA

A statement of the
Quota
individual salesperson’s
sales objectives, usually
based on sales volume
alone but sometimes
including key accounts,
new accounts, repeat
sales, and specific
products.
SALES FORCE STRUCTURE

Geographic
Geographic region
region

Product
Product line
line

Marketing
Marketing function
function

Market
Market or
or industry
industry

Individual
Individual client
client
or
or account
account
CHARACTER OF TOP SALES
PERFORMERS

 Strong, healthy self esteem


 Can bounce back from rejection
 Sense of urgency and competitiveness
 Persuasive

 Self-confident

 Sociable

 Willing to take risks


 Understand complex concepts
 Creative in developing solutions
 Possess empathy
TRAINING THE SALES FORCE

Company
Company policies
policies
and
and practice
practice

Selling
Selling techniques
techniques
Training
Training
includes...
includes... Product
Product knowledge
knowledge

Industry
Industry and
and customer
customer
characteristics
characteristics

Nonselling
Nonselling duties
duties
COMPENSATING THE SALES FORCE

Commission
Commission

Combination
Combination
Plans
Plans

Salary
Salary
COMPENSATING THE SALES FORCE

The salesperson is paid


Straight
Commission
some percentage when
a sale is made.

The salesperson receives


Straight
Salary
a salary regardless of
sales productivity.
MOTIVATING THE SALES FORCE

Rewards and incentives include:


 Ceremonies
 Plaques
 Vacations
 Merchandise
 Pay raises
 Cash bonuses
 Stock options
 Tuition assistance
 Product discounts
KEY PERSONALITY TRAITS OF SALES
LEADERS

Effective Sales Leaders are…

Are
Are confident
confident
Possess
Possess ego
ego drive
drive
Possess
Possess ego
ego strength
strength
Take
Take risks
risks
Are
Are innovative
innovative
Have
Have aa sense
sense of
of urgency
urgency
Are
Are empathetic
empathetic
EVALUATING THE SALES
FORCE

Sales
Sales volume
volume

Contribution
Contribution to
to profit
profit

Calls
Calls per
per order
order

Sales
Sales or
or profits
profits per
per call
call

Call
Call percentage
percentage achieving
achieving goals
goals
WOMEN IN CAR SALES
 For its Florida and Texas dealerships, Asbury
Automotive Group is actively recruiting
saleswomen– at shopping malls.

 11% of the automotive sales force is female. In


contrast, 50% of retail-industry employees are
women.

 Women influence 81% of new auto purchases,


and women may even be better at selling cars
than men.

SOURCE: Jennifer Saranow,


“Car Dealers Recruit Saleswomen at the Mall,”
Wall Street Journal, April 12, 2006, B1.
THE IMPACT OF TECHNOLOGY ON
PERSONAL SELLING

Cell
Cell phones
phones

Laptops
Laptops

Pagers
Pagers

E-Mail
E-Mail

Electronic
Electronic organizers
organizers

Internet
Internet
REVIEW LEARNING OUTCOME
FUNCTIONS OF SALES MANAGEMENT
DIRECT MARKETING

Direct marketing
(direct-response marketing)
DIRECT MARKETING

Techniques used to
Direct Marketing
get consumers to
make a purchase from
their home, office, or
another nonretail
setting.
TYPES OF DIRECT
MARKETING

Direct
Direct Mail
Mail

Catalogs
Catalogs and
and Mail
Mail Order
Order

Telemarketing
Telemarketing
Q&A
SESSION
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