Advertising

The Internet offers the opportunity to sell directly to customers in both the consumer market and the business-to-business market. This direct selling of goods and services has been labeled e-commerce. Many of the sites already mentioned in this chapter have a sales component— either as a primary or secondary goal. Many companies maintain their existing “brick and mortar” stores while ... Read More »

Another type of advertising execution involves developing a central character or personality symbol that can deliver the advertising message and with which the product or service can be identified. This character can be a person, like Mr. Whipple, who asked shoppers, “Please don’t squeeze the Charmin,” or the Maytag repairman, who sits anxiously by the phone but is never needed ... Read More »

Not every ad fits neatly into the categories of rational or emotional appeals. For example, ads for some brands can be classified as reminder advertising, which has the objective of building brand awareness and/or keeping the brand name in front of consumers. Well-known brands and market leaders often use reminder advertising. For example, Altoids breath mints runs reminder ads to ... Read More »

The increasing use of sales promotion in marketing programs is more than a passing fad. It is a fundamental change in strategic decisions about how companies market their products and services. The value of this increased emphasis on sales promotion has been questioned by several writers, particularly with regard to the lack of adequate planning and management of sales promotion ... Read More »

While many companies are spending more money on sales promotion than on media advertising, it is difficult to say just what percentage of a firm’s overall promotional budget should be allocated to advertising versus consumer- and trade-oriented promotions. This allocation depends on a number of factors, including the specific promotional objectives of the campaign, the market and competitive situation, and ... Read More »

Another form of manufacturer-sponsored promotional assistance is sales training programs for reseller personnel. Many products sold at the retail level require knowledgeable salespeople who can provide consumers with information about the features, benefits, and advantages of various brands and models. Cosmetics, appliances, computers, consumer electronics, and sporting equipment are examples of products for which consumers often rely on well-informed retail ... Read More »

Another type of advertising execution involves developing a central character or personality symbol that can deliver the advertising message and with which the product or service can be identified. This character can be a person, like Mr. Whipple, who asked shoppers, “Please don’t squeeze the Charmin,” or the Maytag repairman, who sits anxiously by the phone but is never needed ... Read More »

Free premiums are usually small gifts or merchandise included in the product package or sent to consumers who mail in a request along with a proof of purchase. In/on-package free premiums include toys, balls, trading cards, or other items included in cereal packages, as well as samples of one product included with another. Surveys have shown that in/on-package premiums are ... Read More »

Probably for as long as there have been sales forces, managers have sought ways to determine whether they are effective or not. In the past, salespeople were evaluated on the basis of their sales—that is, did they reach their sales quotas? As the role of the sales force changed from being purely concerned with selling to becoming more involved in ... Read More »

Relationship marketing is defined as “an organization’s effort to develop a longterm, cost-effective link with individual customers for mutual benefit.” Rather than focusing on a short-term sale, the sales rep tries to establish a long-term bond. And rather than just selling, the sales department works with marketing to use techniques like database marketing, message differentiation to different target markets, and ... Read More »