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Business Marketing Communications Advertising and Sales PowerPoint Presentation

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About This Presentation

Slide 1 - Business Marketing Communications: Advertising and Sales Promotion Chapter 16
Slide 2 - Promotions Why are promotions so important? The importance of salespeople Why? Other methods
Slide 3 - 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
Slide 4 - 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
Slide 5 - Managing B2B Advertising Set Advertising Objectives and Define Target Market Determine the Advertising Budget Develop the Message Select the Media Evaluate Advertising Effectiveness
Slide 6 - 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?
Slide 7 - 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
Slide 8 - 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
Slide 9 - 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?
Slide 10 - Managing B2B Advertising Advertising Cost Measuring efficiency Cost per thousand Cost of reaching target market Frequency How often to run the advertisement?
Slide 11 - Direct Marketing Tools Direct Mail Benefits Disadvantages Interactive Marketing Customer Relationship Marketing
Slide 12 - Measuring Advertising Effectiveness What benefits does advertising provide the company? Measuring Impact on Purchase Decision Indirect communication Measurement Program Benchmarking Common benchmarks
Slide 13 - Trade Shows Magnitude of trade shows Advantages Costs- about $250 International trade shows Investment returns Trade show objectives Identify decision-influencers Identify potential customers Create actual sales Provide products, services, and company information Learn of potential application problems Handle existing customer problems
Slide 14 - 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
Slide 15 - Trade Shows Managing the Exhibit Generate interest Salespeople training Internet usage Evaluating Performance Attraction Contact Conversation efficiency
 

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