Business Marketing Communications: Advertising and Sales Promotion

1. Business Marketing Communications: Advertising and Sales Promotion Chapter 16

2. Promotions • Why are promotions so important? • The importance of salespeople • Why? • Other methods

3. 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

4. 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

5. Managing B2B Advertising • Set Advertising Objectives and Define Target Market • Determine the Advertising Budget • Develop the Message • Select the Media • Evaluate Advertising Effectiveness

6. 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?

7. Managing B2B Advertising • Determining the Advertising Budget • Two methods • Rules of thumb • When to use • Types • Consequence of sales • Objective-task method • 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

8. 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 company’s ability to reach them • Marketing research

9. 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?

10. Managing B2B Advertising • Advertising Cost • Measuring efficiency • Cost per thousand • Cost of reaching target market • Frequency • How often to run the advertisement?

11. Direct Marketing Tools • Direct Mail • Benefits • Disadvantages • Interactive Marketing • Customer Relationship Marketing

12. Measuring Advertising Effectiveness • What benefits does advertising provide the company? • Measuring Impact on Purchase Decision • Indirect communication • Measurement Program • Benchmarking • Common benchmarks

13. 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

14. 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

15. Trade Shows • Managing the Exhibit • Generate interest • Salespeople training • Internet usage • Evaluating Performance • Attraction • Contact • Conversation efficiency