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Personal Selling
Personal Selling
Personal communication
of information to persuade
somebody to buy something.
16,000,000
People
In sales
500,000
People
In advertising
When Personal Selling is Used
When MARKET
When PRODUCT
is concentrated:
•value is not apparent,
•geographically,
•has high unit cost,
•in few industries,
•is technical,
•requires demonstration,
•or in several
•is fitted to customer’s need,
large customers
•is in introductory stage
of the Product Life Cycle
Variety of Sales Jobs
Delivery
sales
Missionary
salesperson
Sales engineer
Consultative
salesperson
Uniqueness of Sales jobs
 Most
visible representation of their employer.
 Limited direct supervision
 Rejection
 Travel
 Generate revenue for companies
Changing Patterns in Personal Selling
Selling
Centers
Systems selling
Global sales teams
Relationship selling
Telemarketing
Internet selling
Sales force automation
The Personal Selling Process
Advertising
 Verbal
and/or visual non-personal message
 Identified sponsor
 Delivery through media
 Payment by sponsor to media carrying message
Types of Advertising
TARGET: Consumer or Business
TYPE OF DEMAND: Primary or Selective
MESSAGE: Product or Institutional
SOURCE: Commercial or Social
Advertising Campaign
Advertising
Campaign
All tasks involved
in transforming a theme
into a coordinated advertising program
to accomplish a specific goal
for a product or brand
Involves
Several different messages
Over an extended time
Using a variety of media
Developing an Advertising Campaign
Framework Advertising Campaigns
Identify
the
Establish
Set
target
promotional promotional Determine
promotional
audience
goals
budget
theme
Selecting Media
Type
Of
Media
Category
Of
Medium
Specific
Media
Vehicles
Selecting Media: General Factors
Objectives
of the
Ad
Time
and
Location
Audience
Coverage
Requirements
of the
Message
Media
Cost
Media
NEWSPAPERS
RADIO
DIRECT MAIL
TV
YELLOW PAGES
OUT-OF-HOME
MAGAZINES
INTERACTIVE
Evaluating the Advertising Effort
Difficulty
Of Evaluation
Methods
Used to
Measure
Effectiveness
Sales Promotion
Demand-stimulating devices
to supplement advertising
and facilitate personal selling
Trade
Promotions
Consumer
Promotions
Developing Sales Promotion Plans
Determine
Objectives
and
Strategies
Determine
Budgets
Direct
The
Sales
Select
Promotion Appropriate
Effort
Techniques
Public Relations
Management tool
designed to favorably
influence attitudes
toward an organization,
Its products,
and its policies
Benefits of Publicity
Lower Costs
Increased attention
More information
Timeliness
Limitations of Publicity
Loss of control
Limited exposure
Publicity is not free