Personal Selling Marketing impacts personal selling and improves the selling environment by increasing exposure to potential customers. LEARNING OBJECTIVES Discuss the different elements of personal selling KEY TAKEAWAYS Key Points A successful personal seller must utilize aggressive sales tactics that influence and control the process, presenting it as a mutually beneficial, interpersonal exchange of goods or services for equitable value. To be successful in personal sales, the salesperson must understand… Read More »Personal Selling : different elements of personal selling

Developing a Media Plan The media plan is an integral part of the advertising campaign and is developed simultaneously with the creative strategy. The standard media plan has four stages: Stating objectives like reach or the number of different persons exposed, frequency of times the consumer is exposed to a message, and timing of media assertions over the course of the campaign. Assessing how a particular message and target audience… Read More »Developing a Media Plan : advertising campaign

The Promotion Mix Advertising Advertising communicates a message to a targeted audience and generates feedback in the form of a sale or other action taken by a consumer. LEARNING OBJECTIVES Summarize the different components that comprise an advertising campaign KEY TAKEAWAYS Key Points Through advertising, a marketer hopes to communicate a message to a targeted consumer group via means including print, electronic (radio and television), the Internet and mobile phones.… Read More »The Promotion Mix

Reminding and Retaining Customers Organizations have shifted to using personalized promotional tactics to retain customers and encourage repeat sales. LEARNING OBJECTIVES Discuss the strategies and tactics used to retain customers KEY TAKEAWAYS Key Points Personalized promotional tactics via websites and email marketing are particularly useful for customer retention programs. Marketing tactics used to remind and retain customers include discounts, offer redemptions, reward programs, and cross- promotions. Relationship marketing programs help… Read More »Reminding and Retaining Customers

Encouraging Product Trials Promotional tactics such as free samples and discounts are often used to encourage consumers to participate in product trials. LEARNING OBJECTIVES Give examples of incentives used to encourage product trials KEY TAKEAWAYS Key Points Adjusting price, product, and place enhances both the trial offer and appeal of the final product or service for consumers. Repackaging the offering so that consumers can test the product allows them to… Read More »Encouraging Product Trials : Free Samples and Discounts

Identifying Prospects Organizations must identify prospective customers and understand their needs and wants to improve the odds of making a sale. LEARNING OBJECTIVES Outline the sales process, and tactics used to target prospects KEY TAKEAWAYS Key Points Personal selling functions as an essential component within a company’s larger integrated marketing communications strategy. The first step in identifying a target market is analyzing whether there is a strong correlation between product… Read More »Identifying Prospects Customers and Understand their needs

Brand Awareness and Loyalty The primary objective of marketers and advertisers is to present ideas in a manner that is so convincing that consumers will not just purchase a product or service once, but will do so repeatedly over time. Companies must thus remind customers of their product’s unique benefits using messaging that resonates with consumer needs and values. Branding, product marketing, and loyalty marketing all form part of the… Read More »Brand Awareness and Loyalty

Understanding Promotion Defining Promotion As a key marketing element, promotion comprises communications tactics used to educate consumers, increase demand, and differentiate brands. LEARNING OBJECTIVES Describe how promotional tools work together to educate consumers and generate sales KEY TAKEAWAYS Key Points A promotional plan identifies where, when, and how advertising, personal selling, PR, sales promotion, and direct marketing tactics will be used to support sales and branding objectives. Promotional tools are… Read More »Understanding Promotion : how promotional tools work together

What is the AIDA approach? The AIDA model is based on four individual stages that attract interested parties who are deciding on a product or service. 1. Attract attention: The product must attract the consumer’s attention. This is done via the advertising materials. It is a type of “eyecatcher.” Examples: a window designed in a striking way, a sensational YouTube clip, or a themed newsletter, or a graphic on a landing page.… Read More »What is the AIDA approach

AIDA Model The AIDA model is an approach used by advertisers to describe the different phases of consumer engagement with an advertisement. LEARNING OBJECTIVES Define the AIDA model and how the system is used to guide integrated marketing communications KEY TAKEAWAYS Key Points AIDA stands for attention, interest, desire, and action. The AIDA model can be used by organizations to guide marketers to target a market effectively. American advertising and… Read More »AIDA Model