Chapter 18 and 20 - Managing Mass & Personal Communications
Chapter 18 and 20 - Managing Mass & Personal Communications
Chapter 18 and 20 - Managing Mass & Personal Communications
• Creative concept is the idea that will bring the message strategy
to life and guide specific appeals to be used in an advertising
campaign
• Characteristics of the appeals include:
• Meaningful
• Believable
• Distinctive
Developing the Advertising Campaign
• Message generation and evaluation
• Creative development and execution
• Legal and social issues
Creative Brief
Direct mail
Catalogs
Telemarketing
Establish objectives
Test elements
Execute
Measure success
Formula for Selecting Prospects
Recency
Recency
Frequency
Frequency
Monetary
Monetary value
value
Elements of the Offer Strategy
• Product
• Offer
• Medium
• Distribution method
• Creative strategy
Components of the Mailing
• Outside envelope
• Sales letter
• Reply form
• Reply envelope
Types of Telemarketing
• Telesales
• Telecoverage
• Teleprospecting
• Customer service and technical
support
Other Media for Direct Response
Television
• Direct Response
Advertising
• At-home shopping
channels
• Kiosks
Public Issues in Direct Marketing
Irritation
Irritation
Unfairness
Unfairness
Deception/fraud
Deception/fraud
Invasion
Invasion of
of privacy
privacy
Interactive Marketing
• Tailored messages possible
• Easy to track responsiveness
• Contextual ad placement possible
• Search engine advertising possible
• Subject to click fraud
• Consumers develop selective attention
Online Promotional Opportunities
• Websites • Sponsorships
• Microsites • Alliances and affiliate
• Search ads programs
• Display ads • Online communities
• Interstitials • Email
• Internet-specific ads and • Mobile marketing
videos
e-Marketing Guidelines
• Give the customer a reason to respond
• Personalize the content of your emails
• Offer something the customer could not get via direct mail
• Make it easy for customers to unsubscribe
Word-of-Mouth Marketing is Empowered by Social
Networks
How to Start Buzz
Compensation
Types of Sales Representatives
• Deliverer
• Order taker
• Missionary
• Technician
• Demand creator
• Solution vendor
Managing the Sales Force
Recruiting, selecting
Training
Supervising
Motivating
Evaluating
Workload Approach to Determining Sales Force
Size
• Customers are grouped into size classes
• Desirable call frequencies are established
• Number of accounts in each size class multiplied by call frequency
• Average number of calls possible per year established
• Number of reps equal to total annual calls required divided by
number possible
Components of Sales Force Compensation
Fixed amount
Variable amount
Expense allowances
Benefits
Principles of Personal Selling
• Situation questions
• Problem questions
• Implication questions
• Need-payoff questions
Steps in Effective Selling
Prospecting/Qualifying
Preapproach
Approach
Presentation
Overcoming objections
Closing
Follow-up
Thank You