Transcript elc310day22 - Tony Gauvin`s Web Site

ELC 310
Day 22
Agenda
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Fourth Student Case
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Market Soft by Emlyn
E-mail presentations at least 15 min before class so I
may upload to web server
Grades will be posted later today for first CSA
Case studies are tied to proceeding chapters, make
sure you discuss the connection
Discussion/lecture Communication and Selling
Case study Grading rubric
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Grade Generation for analysis
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Two Components
 Instructor Grade for Presenter
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Instructor Grade for Class Participation
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Demonstrated Mastery of Case Study
Understanding of How Case Study Fits
Presentation effectiveness
Quality of PowerPoint
Grading Rubric for Class Participation
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40% of Total Grade
Grading Rubric for Presenter
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60% of Total grade
Subjective interpretation
100%
Grades will be posted Nov 25 & Dec 12
30%
30%
20%
20%
Rest of Schedule
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ToDay
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MarketSoft Corporation (Emlyn)
Communication and Selling
Dec 2
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Logistics.com A & B (Steve)
Build a Trusting Relationship with
Customers
Dec 9
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OSRAM Sylvania (Owen)
Pricing and Distribution
Dec 5
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Dec 12
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Travelocity (Randy)
The Future of Digital Marketing
Citibank Online (Emlyn)
Take Home Quiz #4 Assigned
Dec 17 @ 1 PM
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Take Home Quiz #4 Due
Written Case Study &
Presentations Due
® Tony Gauvin, UMFK , 2007
Overview
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Introduction
Advertising
Selling
Multichannel Communication
Introduction
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After targeting and positioning comes
advertising and selling
Evaluate advertising options
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Two types of selling
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Assess effectiveness
Decision support systems
Push based
Trust based
Multichannel Communication and the Internet
How to evaluate Media Copy
Ad Evaluation Form
Your rating of the ad
Weight
1 = extremely Bad
1
2
3
7 = extremely good
4
5
6
7
X
O
8
High attention
7
Positive Brand association
6
Brand recall
5
Positive perceptions
O
4
Information
O
2
Core Service Proposition
5
High emotions
X
O
9
Action -- visit site & buy
0
X
10
Creativity
X
O
3
Target Group effectiveness
0
X
Total score = sum (weights x ratings)
O
O
X
X
X
x
O
X = 375, O = 319
X
Advertising
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Online ads
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The promise
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Boost brand awareness
Sell products
Targeted, receptive audience
Instant actions
Eliminates gulf between perception of
needs and satisfying the need
The advent of rich media
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Banner ads are dead
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Rich media
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Static graphics
Dynamic, multisensory and interactive
Engages the viewers attention
NOT TV ads for the internet!
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Nonlinear
Interactive and individualized
Rich media examples
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Interpolls
Eyeblaster
United Virtualities
Eyewonder
Pointroll
Unicast
Rich Media Guidelines
http://www.iab.net/iab_products_and_industry_services/1421/1443/1467
How much to spend where
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Questions
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How much in incremental sales and profits did a promotion
generate?
Would it be worthwhile to enlarge our advertising budget to
increase consumer trial of our new product and obtain leverage
from a heavy investment in point-of-purchase displays?
What would happen if we shifted same of our personal selling
resources to other channels?
Role of MDSS
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Model effects of alternative solutions
Predictive analysis based on existing data
Used to indentify problems and causes
Increasing Complexity
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The Internet has increased the
complexity of advertising
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Targeted instead of mass marketing
Generates more data
More complex medium (rich media)
Different payment schemes (performance
based)
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5.
Pay per click (click through) (sale)
Disaggregated medium
Selling
Two approaches
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Push (Theory P)
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Get Large list of leads
Screen list for buyers
Make the pitch
Close the sale
Start over
Many leads -> few
sales
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Trust (Theory T)
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Target a few highpotential clients
Research their
problems
Build relationship
Sales people
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Solve problems
Trusted advisors
Multichannel communications
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In the past all sales was in person; face to
face
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High sales cost
Lack of standardization
Success based on “sales talent”
Things are much different
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How do you maintain “one voice” with many
channels?
Advertising
Awareness
Public Realtions
Selling
Internet
Perception
Selling
Telemarkeing
Preference
Selling
Purchase
Time
Internet Feature
Traditional
Media reach/
frequency
Unaware
Media Spending
Aware
Copy
Copy
Interest
Knowledge
•Rich Media
•Browse
•Word of Mouth
Traditional
Internet Feature
Copy
Attitude
Store
Preference
Store
Confidence
Pickup
Purchase
•Visit Site
•Entertaining/
•Easy-to use site
•Dialogue
•Personalization
•Information
•Fair/compete
•Education
Return
Use/loyalty
•Personal
•Comparison
•Advisor
•Configuration
•800 number/ e-mail
advice
•Overcome Objections
•Offers
•Trust
•Overlay Channel
•Mail/Home delivery
•Word of Mouth –
Opinions
•Relationship
•Service