Business Marketing Communications: Advertising and Sales Promotion

Promotions

Why are promotions so important? The importance of salespeople

Why?

Other methods

The Role of Advertising

Integrated Communication Program

Blend with objectives

Enhancing Sales Effectiveness

Does it help?

$$ per salesperson Higher ratings Supplier reputation Increased brand awareness Gross margins

The Role of Advertising

Increasing Sales Efficiency

Actual customers Potential customers

Creating awareness
Unawareness Awareness Preference

Interactive Marketing Communications

Impact of the internet

Limitations of Advertising

Managing B2B Advertising

1.

Set Advertising Objectives and Define Target Market Determine the Advertising Budget Develop the Message Select the Media Evaluate Advertising Effectiveness

2.

3.

4.

5.

Managing B2B Advertising

Set Advertising Objectives & Define Target Market

Know what you want to accomplish Written objectives

Four characteristics Three common examples

Brand awareness Recognition Buyer attitudes

Target audience Creative Strategy Statement

How to position the product?

Managing B2B Advertising

Determining the Advertising Budget

Two methods

Rules of thumb

Objective-task method

When to use Types Consequence of sales How it works Establish objectives Assess communication needed Define goals in measurable terms Estimate budget needed to achieve goals Determinant of sales

Passing the threshold

Managing B2B Advertising

Developing the Advertising Message

Highlight attributes Perception

Attention Interpretation
Example: Technical advertisements

Focus on benefits

Focus on what customers want and Focus on companys ability to reach them

Marketing research

Managing B2B Advertising

Selecting Advertising Media

Based on what the target market uses Business publications

Horizontal publications
Ad Age, Marketing News

Vertical publications
Chemical Business

Requester publications
Why?

Managing B2B Advertising

Advertising Cost
Measuring efficiency

Cost per thousand Cost of reaching target market How often to run the advertisement?

Frequency

Direct Marketing Tools

Direct Mail
Benefits
Disadvantages

Interactive Marketing
Customer Relationship Marketing

Measuring Advertising Effectiveness

What benefits does advertising provide the company? Measuring Impact on Purchase Decision
Indirect communication

Measurement Program
Benchmarking

Common benchmarks

Trade Shows

Magnitude of trade shows Advantages Costs- about $250 International trade shows Investment returns Trade show objectives
Identify decision-influencers Identify potential customers Create actual sales Provide products, services, and company information Learn of potential application problems Handle existing customer problems

Trade Shows

Selecting the Show

Which one to go to?

Net buying influences Total buying plans

Ask customers? Lead efficiency model

# of sales leads obtained at show Total # of show visitors with plans to buy

Trade Shows

Managing the Exhibit

Generate interest Salespeople training Internet usage

Evaluating Performance
Attraction Contact Conversation efficiency