Business Marketing Communications: Advertising and Sales
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Transcript Business Marketing Communications: Advertising and Sales
Business Marketing
Communications:
Advertising and Sales
Promotion
Chapter 16
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
2.
Determine the Advertising Budget
3.
Develop the Message
4.
Select the Media
5.
Evaluate Advertising Effectiveness
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
• 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
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
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
• Frequency
How often to run the advertisement?
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
•
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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