Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights reserved.
in an ORGANIZATION
• Promotion Mix -- The combination of promotional
tools an organization uses. The traditional mix
ADVERTISING in the FIRM
• Advertising -- Paid, nonpersonal communication
through various media by
organizations and individuals
who are in some way
indentified in the message.
• Major goals of advertising:
IMPACT of ADVERTISING
• Total advertising expenditures
exceed $241 billion yearly.
• Consumers benefit because
production costs of TV
programs, radio programs,
newspapers and magazines
are paid for by advertisers.
• Marketers choose ad media
that will reach the target
• Social media advertising
is growing so fast,
marketers can’t keep up.
• Starbucks has over 12
million followers on
• McDonald’s has over 7
million fans on Facebook.
Match the Company with the Slogan
• “Everybody doesn’t like something, but nobody
doesn’t like ___________.”
• “It takes a licking and keeps on ticking.”
• “With a name like _________, it has to be good.”
• “Good to the last drop.”
• “Betcha can’t eat just one!”
POPULAR ADVERTISING MEDIA
• TV advertising is still the dominant media.
• Digital Video Recorders (DVRs) challenge TV
advertising because viewers can skip ads.
• Product Placement -Advertisers pay to put
their products into TV
shows and movies where
the audience will see
• Infomercial -- A full length TV program devoted
exclusively to promote a particular product.
• Online Ads are attempts to get potential customers
to a web site to learn about a product.
INFOMERCIAL HALL of FAME
The Biggest Hits Over the Past 40 Years
• Ginsu Knives
• The Clapper
• Thigh Master
• George Foreman Grill
Source: Fortune, www.fortune.com, accessed July 2011.
• Dr. Pepper posts messages
on Facebook and monitors
the results from their over
8.5 million fans.
• Richard Branson tweets his
customer base to maintain
Photo Courtesy of: Brent Moore
ADVERTISING EXPENDITURE by
MEDIA in $ MILLIONS
GLOBAL ADVERTISING STRATEGY
• Globalism requires
marketers to develop a
single product and
promotional strategy to
• Problems can arise in
global markets with using
one advertising campaign
in all countries - especially
REGIONAL ADVERTISING STRATEGY
• Regionalism – specific
ads for each country or for
specific groups within a
country. (most effective)
• Personal Selling -- The face-to-face presentation
and promotion of a product, including the
salesperson’s search for new prospects and follow-up
STEPS in the B2B SELLING PROCESS
1. Prospect and qualify
PROSPECTING and QUALIFYING
• Prospecting -- Researching potential buyers and
choosing those most likely to buy.
• Qualifying -- Making sure
customers have a need for a
product, the authority to buy
and the willingness to listen to
a sales message.
• Prospect -- A customer who
meets the qualifying criteria.
STEPS in the B2B SELLING PROCESS
3. Make a presentation
4. Answer objections
5. Close the sale
• Trial Close -- A statement or question that
moves the process toward the purchase.
6. Follow up
STEPS in the B2C
USING PUBLIC RELATIONS
USING PUBLIC RELATIONS in
• Public Relations (PR) -- Evaluates public
attitudes, changes policies and procedures in
response to the public, and executes a program of
action and information to earn public understanding
• 3 steps of a good PR program:
1) Listen to the public
2) Change policies and procedures
3) Inform people that organization is responsive to their
• Publicity -- Any information about
an individual, product or
organization that’s distributed to the
public through the media and is not
paid for or controlled by the seller.
ADVANTAGES of PUBLICITY
• Reaches people who
would not look at an
• More believable than