This document discusses marketing communication and personal selling. It covers the different elements of a promotional mix, including advertising, personal selling, sales promotions, publicity and public relations. It explains how these promotional tools can be used to inform, persuade and remind potential customers. The document also discusses factors that influence the promotional mix, such as the product, its life cycle stage, the target market and type of buying decision. It provides details on personal selling, including the steps in the selling process and sales management.

1. CHAPTER FIFTEEN
MARKETING
COMMUNICATION AND
PERSONAL SELLING
Prepared by Jack Gifford
Miami University (Ohio)
© 2000 South-Western College
Publishing
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2. THE ROLE OF PROMOTION IN
THE MARKETING MIX
Promotion is communication by
marketers that informs,
persuades, and reminds
potential buyers of a product in
order to influence their opinions
or elicit a response
2000 South-Western
College Publishing
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3. PROMOTIONAL STRATEGY
Optimal use of the elements of
promotion
Consistent with the overall goals
of the marketing mix
A coordinated plan
An integral part of the marketing
strategy for reaching the target
market
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4. PROMOTION:
COMMUNICATION WITH A
PURPOSE
Promotion is
communication
used by
marketers to
inform, remind,
and/or persuade
potential buyers
through….
Advertising
Personal selling
Publicity
Public Relations
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5. THE PROMOTIONAL MIX
PERSONAL
SELLING
Person-toperson
dialogue
between buyer
and seller
Purpose &
Advantages
Disadvantages
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Inform, persuade
remind
Flexible
Bi-directional
Interpersonal
Feedback
Relationship
building
Expensive
Time consuming
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6. THE PROMOTIONAL MIX
ADVERTISING
Non personal
Paid
Identified sponsor
Indirect
Uniform message (some
ability to now customize in
interactive electronic
media)
Communicate to
large numbers of
people
Low cost per contact
Multiple media
options
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7. THE PROMOTIONAL MIX
SALES
PROMOTIONS
Time specific
Provide incentives
for purchase
behavior
Not routine events
Aimed at
customers,
salespeople or
channel members
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Coupons
Free goods with
purchase
Prizes or contests
Trips
Fashion shows
Channel member
displays or training
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8. THE PROMOTIONAL MIX
PUBLICITY /
PUBLIC
RELATIONS
Unpaid
message
Less control
over content
Always
involves a third
party
Higher level of
credibility
More factual than
persuasive
Can be positive or
negative
Frequently
orchestrated by the
marketer
Systematically planned
and distributed to
media
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9. MARKETING
COMMUNICATIONS
Communication IS THE PROCESS
by which we exchange or share
meanings through a common set of
symbols.
Interpersonal communication: Direct
face-to-face communications between
two or more people
Mass communications:
Communicating to a large audience,
usually through a mass medium
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10. THE COMMUNICATION
PROCESS
Source
Encoding
Feedback
Noise
Receiver
Decoding
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Message
Channel
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11. THE COMMUNICATION
PROCESS
ENCODING THE
MESSAGE
Words
Sounds
Colors
Space
Themes
Symbols
Pictures
Numbers
Gestures
Movement
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12. THE COMMUNCATION
PROCESS
ENCODING THE
MESSAGE
Channel or
Medium
DECODING
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Words
Sounds
Colors
Space
Themes
Symbols
Pictures
Numbers
Gestures
Movement
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13. THE COMMUNICATION
PROCESS
To determine the successful
matching of encoding to
decoding, marketers must
receive feedback from the
receiver in terms of action of a
measurable change in mental
state or attitude.
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14. THE COMMUNICATION
PROCESS
OBJECTIVE
ENCODING
=
DECODNG
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15. INTEGRATED MARKETING
COMMUNICATIONS (IMC)
Ideally, marketing communications from
each promotional mix element (personal
selling, advertising, sales promotions,
public relations) should be integrated.
The message reaching the target
consumer(s) should be the same
regardless of whether it is from an
advertisement, a salesperson in the
field, a magazine article, or a coupon in
a newspaper insert.
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16. INTEGRATED MARKETING
COMMUNICATIONS (IMC)
Marketing managers must carefully work
out the roles the various promotional
elements will play in the marketing mix.
Timing of promotional activities are
coordinated and the results of each
campaign are carefully monitored to
improve future use of the promotional
mix tools.
Perfect
Promotional
Mix
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17. THE GOALS AND TASKS OF
PROMOTION: INFORM
Inform
A better mousetrap is of limited
value unless consumers know
that it exists, where it can be
purchased, the price, and
product details.
Essential for the existence of a
free enterprise system
Results in an improved
standard of living
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18. THE GOALS AND TASKS OF
PROMOTION: INFORM
Inform (CONTINUED)
Increase brand awareness
Explaining how a product
works
Suggesting new uses for a
product
Building a company image
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19. THE GOALS AND TASKS OF
PROMOTION: PERSUADE
Promotion persuades
Persuasion that
encourages
purchases or
attitude change is a
primary goal of
promotion
Influence customers
to buy now
Persuading
customers to call
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20. THE GOALS AND TASKS OF
PROMOTION: REMIND
Promotion Reminds
Maintain store or brand
loyalty
Combat competitor’s
persuasive messages
Increase product
awareness and usage
Reminding customers
where to buy the
product
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“You’re in good
hands with……”
“We’re ready
when you are.”
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21. PROMOTIONAL GOALS AND
THE AIDA CONCEPT
Attention Interest
Desire Action
Steps
The AIDA concept
assumes that
promotion propels
consumers along
these steps in the
decision process.
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ACTION
DESIRE
INTEREST
ATTENTION
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22. FACTORS AFFECTING THE
PROMOTIONAL MIX
Nature of the
product
Stage in the Product
Life Cycle
Target market
Characteristics
Type of buying
decision
Available funds
Push vs Pull strategies
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Business or
consumer
product?
Costs and
risks
associated
with
purchase?
Convenience,
shopping or
specialty
good?
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23. FACTORS AFFECTING THE
PROMOTIONAL MIX
Nature of the product
Stage in the
Product Life Cycle
Target market
Characteristics
Type of buying
decision
Available funds
Push vs Pull strategies
2000 South-Western
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Introduction =
informational
Growth &
maturity =
persuasive
and brand
Maturity =
reminder and
persuasive
Decline =
limited
promotion of
any kind
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24. FACTORS AFFECTING THE
PROMOTIONAL MIX
Nature of the product
Stage in the Product
Life Cycle
Target market
Characteristics
Type of buying
decision
Available funds
Push vs Pull strategies
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Level of product
knowledge
Degree of brand
loyalty
Geographical
dispersion
Commonality of
behavioral
characteristics
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25. FACTORS AFFECTING THE
PROMOTIONAL MIX
Nature of the product
Stage in the Product
Life Cycle
Target market
Characteristics
Type of buying
decision
Available funds
Push vs Pull strategies
2000 South-Western
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Routine or
complex
buying
decision
Automatic rebuy or new
purchase task
Level of
personal or
professional
involvement
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26. FACTORS AFFECTING THE
PROMOTIONAL MIX
Nature of the product
Stage in the Product
Life Cycle
Target market
Characteristics
Type of buying
decision
Available funds
Push vs Pull strategies
2000 South-Western
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Promotional
budget may
dictate
possible
parameters
Optimize
return on
promotional
dollars
Minimize
costs per
contact dollar
generated
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27. FACTORS AFFECTING THE
PROMOTIONAL MIX
Nature of the product
Stage in the Product Life
Cycle
Target market
Characteristics
Type of buying decision
Available funds
Push vs Pull
strategies
2000 South-Western
College Publishing
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28. PUSH AND PULL STRATEGIES
Promotion may
be aimed at the
final consumer
or a channel
member
•PULL Promote to final
consumer; encourage
them to ask their local
retailers to carry the
good
•PUSH Promote to
channel members to gain
distribution; promise
promotional support and
strong final consumer
demand
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29. PERSONAL SELLING
Is direct communication between a sales
representative and one or more
prospective buyers in an attempt to
influence each other in a purchase
situation
Generally becomes more important
As the number of customers decreases
As the complexity of the product increases
As the value of the product grows
Relationship selling (consultative selling)
involves multi-stage selling and
personalization over the long-term
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30. STEPS IN THE SELLING
PROCESS
Also referred to as the sales process
or sales cycle
Is simply a set of steps a salesperson
goes through to sell a particular
product or service
Some of these steps are very quick,
while others take months. This is
also true of the entire sales cycle.
These steps are...
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31. THE SALES CYCLE
Generating leads
Qualifying leads
Approaching the
customer and probing
needs
Developing and
proposing solutions
Handling objections
Closing the sale
Following up
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32. SALES MANAGEMENT
Defining sales goals and the
sales process
Determining the sales force
structure
Recruiting and training the sales
force
Motivating and compensating
the sales force
Evaluation of the sales force
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