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ADVERTISING, SALES

PROMOTION,
PUBLIC RELATIONS, PERSONAL
SELLING,
AND DIRECT MARKETING

CHAPTER 10

THE EFFECTS OF ADVERTISING

Discuss the effects of
advertising on
market share and consumers

THE EFFECTS OF ADVERTISING
U.S. advertising was almost $300 billion in 2006
In 2005, 32 companies spent over
$1 billion each
The advertising industry is small—only 155,000
employed by the 12,000 advertising agencies
Ad budgets of some firms are almost $4 billion
annually

THE EFFECTS OF ADVERTISING
Top
Top Ten
Ten Leaders
Leaders by
by U.S.
U.S.
Advertising
Advertising Spending
Spending

ADVERTISING AND MARKET SHARE
New brands with a small market share spend
proportionally more for advertising and sales
promotion than those with a large market share
1.

Beyond a certain level of spending, diminishing returns
set in.
New brands require higher spending to reach a
minimum level of exposure needed to affect purchase
habits.

2.

THE EFFECTS OF ADVERTISING ON
CONSUMERS
The average U.S. citizen is exposed to
hundreds of ads each day.
Advertising may change a consumer’s
negative attitude toward a product, or
reinforce a positive attitude.
Advertising can affect consumer ranking of
a brand’s attributes.

EFFECT OF ADVERTISING
Maintain
Maintain brand
brand awareness
awareness &
& Increase
Increase market
market share.
share.

Measure
Measure impact
impact on
on purchase
purchase of
of products.
products.

Transform
Transform Negative
Negative attitude
attitude toward
toward aa product
product into
into aa positive
positive one.
one.

Reinforce
Reinforce positive
positive attitudes
attitudes about
about brand.
brand.

EFFECT OF ADVERTISING
Increase consumers rank on brand attitude.

Pre-selling
Pre-selling aa Product.
Product.

Introducing
Introducing New
New Products.
Products.

Building
Building Goodwill.
Goodwill.

REVIEW LEARNING OUTCOME
EFFECTS OF ADVERTISING

MAJOR TYPES OF ADVERTISING

Identify the major types
of advertising

MAJOR TYPES OF ADVERTISING
Institutional
Advertising

Enhances a company’s image
rather than promotes a
particular product.

Product
Advertising

Advertize the benefits of a
specific good or service.

MAJOR TYPES OF ADVERTISING

Institutional
Institutional
Advertising
Advertising

Corporate
Corporateidentity
identity

Advocacy
Advocacy
advertising
advertising

Pioneering
Pioneering

Product
Product
Advertising
Advertising

Competitive
Competitive
Comparative
Comparative

PRODUCT ADVERTISING
Pioneering
Pioneering

Competitive
Competitive

Comparative
Comparative

 Stimulates primary demand for
new product or category
 Used in the PLC introductory
stage
 Influences demand for brand in
the growth phase of the PLC
 Often uses emotional appeal
 Compares two or more
competing brands’ product
attributes
 Used if growth is sluggish, or if
competition is strong

REVIEW LEARNING OUTCOME
THE MAJOR TYPES OF ADVERTISING

CREATIVE DECISIONS IN
ADVERTISING

Discuss the creative decisions
in developing an
advertising campaign

CREATIVE DECISIONS IN
ADVERTISING

Advertising
Campaign

A series of related
advertisements focusing
on a common theme,
slogan, and set of
advertising appeals.

CREATIVE DECISIONS IN
ADVERTISING
Determine the
advertising objectives

Make creative decisions

Make media decisions

Evaluate the campaign

SETTING OBJECTIVES: THE
DAGMAR APPROACH
Define
Define target
target audience
audience

Define
Define desired
desired percentage
percentage change
change

Define
Define the
the time
time frame
frame for
for change
change

CREATIVE DECISIONS
Identify
Identify
product
product benefits
benefits
Develop
Develop and
and evaluate
evaluate
advertising
advertising appeals
appeals
Execute
Execute
the
the message
message
Evaluate
Evaluate the
the
campaign’s
campaign’s effectiveness
effectiveness

IDENTIFY PRODUCT BENEFITS

“Sell the Sizzle, not the Steak”

Sell product’s benefits, not its attributes

A benefit should answer
“What’s in it for me?”

Ask “So?” to determine
if it is a benefit

IDENTIFY PRODUCT BENEFITS

Attribute

“Powerade’s new line has
been reformulated to combine
the scientific benefits of sports
drinks with
B vitamins and to speed up
energy metabolism.”

Benefit

“So, you’ll satisfy your thirst
with a great-tasting drink that
will power you throughout the
day.”

ADVERTISING APPEALS
Profit

Product saves, makes, or protects money

Health

Appeals to body-conscious or health seekers

Love or romance
Fear

Used in selling cosmetics and perfumes

Social embarrassment, old age, losing health

Admiration

Reason for use of celebrity spokespeople

Convenience

Used for fast foods and microwave foods

Fun and pleasure Key to advertising vacations, beer, parks
Vanity and egotism Used for expensive or conspicuous items
Environmental
Consciousness

Centers around environmental protection

UNIQUE SELLING PROPOSITION

Unique Selling
Proposition

A desirable, exclusive,
and believable
advertising appeal
selected as the theme
for a campaign.

EXECUTING THE MESSAGE

REVIEW LEARNING OUTCOME
CREATIVE DECISIONS FOR AD CAMPAIGN
Set
advertising
objectives

Identify
benefits
Develop appeal

Evaluating
results helps
marketers
adjust objectives
for future
campaigns

Execute
message

Evaluate
campaign
results

MEDIA DECISIONS IN ADVERTISING

Describe media evaluation
and
selection techniques

MEDIA DECISIONS IN ADVERTISING
Monitored
Monitored Media
Media

Unmonitored
Unmonitored Media
Media

Newspapers
Newspapers

Direct
Direct Mail
Mail

Magazines
Magazines

Trade
Trade Exhibits
Exhibits

Yellow
Yellow Pages
Pages

Cooperative
Cooperative Advertising
Advertising

Internet
Internet

Brochures
Brochures

Radio
Radio

Coupons
Coupons

Television
Television

Catalogs
Catalogs

Outdoor
Outdoor Media
Media

Special
Special Events
Events

MAJOR ADVERTISING MEDIA
Newspapers
Newspapers
Magazines
Magazines
Radio
Radio
Television
Television
Outdoor
Outdoor Media
Media
Yellow
Yellow Pages
Pages
Internet
Internet

NEWSPAPERS
Advantages





Geographic selectivity
Short-term advertiser
commitments
News value and
nearness
High individual
market coverage
Co-op and local tie-in
availability
Short guide time

Disadvantages



Limited demographic
selectivity
Limited color
May be expensive

FREE NEWSPAPERS?

The new Baltimore Examiner is delivering 250,000
newspapers—at no charge and unsolicited!

Advertising brings in the revenue for this niche
publication targeting households with income of $73,000
or more.

The ads are $2,900 for a full page,
compared with $17,000 for
its competition, the Baltimore Sun.

The Examiner is betting that low ad rates and the target
market will be a valuable proposition to advertisers.
SOURCE: Joseph T. Hallinan,
“Do New Free Dailies Mean Sun is Setting for Paid
Newspapers?,”
Wall Street Journal, April 5, 2006, B1.

COOPERATIVE ADVERTISING

Cooperative
Advertising

An arrangement in which
the manufacturer and the
retailer
split the costs of
advertising the
manufacturer’s brand.

MAGAZINES
Advantages

Disadvantages

Good reproduction

Long-term advertiser
commitments

Demographic selectivity 

Regional/local selectivity

Slow audience buildup

Long advertising life

High pass-along rate

Limited
demonstration
capabilities

Lack of urgency

Long lead time

RADIO
Advantages

Disadvantages

No visual treatment

Low cost

Short advertising life

Immediacy of message

Short notice scheduling

No seasonal audience
change

High frequency to
generate
comprehension and
retention

Background
distractions

Commercial clutter

Highly portable

Short-term advertiser
commitments

Entertainment carryover

TELEVISION





Advantages
Wide,
diverse
audience
Low cost per
thousand
Creative
opportunities for
demonstration
Immediacy of
messages
Entertainment
carryover
Demographic
selectivity with cable

Disadvantages






Short life of message
Consumer skepticism
High campaign cost
Little demographic
selectivity with
stations
Long-term advertiser
commitments
Long lead times for
production
Commercial clutter

TV ADVERTISING: IS LESS MORE?

The media is cluttered
and consumers change
channels or speed
through commercials
on a DVR.

35

The number of ads in TV shows is a longstanding
complaint of viewers and advertisers.
05
04

Year

03
02
01

2000

Tests are being conducted
to feature shorter
commercial pods.

13.5

14

14.5

15

15.5

Commercial Minutes
per Hour

SOURCE: Suzanne Vranica,
“TV-Ad Test to Show if Less is More,”
Wall Street Journal, April 5,2006, B3.

OUTDOOR MEDIA
Advantages

Disadvantages

Repetition

Short message

Moderate cost

Flexibility

Lack of demographic
selectivity

Geographic
selectivity

High “noise” level

INTERNET
Advantages

Fast growing

Ability to reach
narrow target
audience

Short lead time

Moderate cost

Disadvantages

Difficult to measure
ad effectiveness and
ROI

Ad exposure relies on
“click through” from
banner ads

Not all consumers
have access to
Internet

ALTERNATIVE MEDIA
Shopping
Shopping Carts
Carts
Computer
Computer
Screen
Screen Savers
Savers

Floor
Floor Ads
Ads

DVDs
DVDs

Subway
Subway Tunnel
Tunnel Ads
Ads

Interactive
Interactive Kiosks
Kiosks

Video
Video Game
Game Ads
Ads

Ads
Ads in
in Movies
Movies

Cell
Cell Phone
Phone Ads
Ads

Advertainments
Advertainments

VIDEOGAME ADVERTISING

Microsoft plans to acquire Massive inc., a
start-up that places ads in video games.

Ads are inserted into the
game environment.

Video games could become
a large new medium for
advertising.
SOURCE: Robert A. Guth and Nick Wingfield,
“Microsoft’s ‘Massive’ Move into Game Ads,”
Wall Street Journal, April 26,2006, B1.

DIRECTORY ASSISTANCE
ADVERTISING

Companies are offering free telephone
directory assistance—but there’s an
advertisement first.

The audio ads are narrowly targeted,
and are 10 to 12 seconds.

The growth of such free services
could represent another change in the
telecom industry.

Dial 1-800-FREE411 or 1-800-411-METRO
SOURCE: Rebecca Buckman,
“Your Listing, and a Word From Our Sponsor,”
Wall Street Journal, April 20,2006, B1.

QUALITATIVE FACTORS IN MEDIA
SELECTION

Attention to the commercial
and the program

Program liking

Lack of distractions

Other audience behaviors

MEDIA SCHEDULING
Continuous
Media Schedule

Advertising is run steadily
throughout the period.

Flighted
Media Schedule

Advertising is run heavily every
other month or every two
weeks.

Pulsing
Media Schedule

Advertising combines
continuous scheduling with
flighting.

Seasonal
Media Schedule

Advertising is run only when the
product is likely to be used.

MEDIA SCHEDULING ON THE WEB

Competition for Web advertising spots is driving up
prices.

Some Web advertisers now run campaigns based on
time of day. Examples:
 McDonald’s: breakfast meals during morning hours
 Xerox: copier ads during the workday
 Budweiser: beer ads on Friday afternoons

Scheduling Web ads during prime times is a more
efficient use of ad dollars and more targeted.

SOURCE: David Kesmodel, “More Marketers Place Web
Ads by Time of Day,” Wall Street Journal, June 23, 2006,
B1.

REVIEW LEARNING OUTCOME
MEDIA EVALUATION AND SELECTION
Type: Newspaper
Magazine
Radio
Television
Outdoor
Internet
Alternative

Scheduling:

Considerations:
Mix
Cost per contact
person?
Reach
Frequency
Audience selectivity
audience?

How much of each?
How much per
How many people?
How often?
How targeted is

continuous
flighted
pulsing

seasonal
Winter Spring Summer

Fall

SALES PROMOTION

Define and state the
objectives of sales promotion

SALES PROMOTION

Sales
Promotion

Marketing
communication
activities, other than
advertising, personal
selling, and public
relations, in which a
short-term incentive
motivates a purchase.

SALES PROMOTION

Advertising

Reason to buy

Sales Promotion

Incentive to buy

SALES PROMOTION
Consumer
Consumer
Sales
Sales
Promotion
Promotion

Goal

Trade
Trade
Sales
Sales
Promotion
Promotion

Consumer market

Drive immediate
purchase
Influence behavior
Marketing channel

OBJECTIVES OF SALES PROMOTION
Type of Buyer

Loyal
Customers

Desired Results

Sales Promotion
Examples

•Reinforce behavior
•Loyalty marketing
•Increase consumption

•Change purchase timing Bonus packs

Competitor’s
Customers

•Break loyalty
•Persuade to switch

•Sampling
•Sweepstakes,
contests, premiums

Brand
Switchers

•Persuade to buy your
brand more often

•Price-lowering
promotion
•Trade deals

Price Buyers

•Appeal with low
prices
•Supply added value

•Coupons, price-off
packages, refunds
•Trade deals

REVIEW LEARNING OUTCOME
THE OBJECTIVES OF SALES PROMOTION

TOOLS FOR CONSUMER SALES
PROMOTION

Discuss the most common
forms of consumer
sales promotion

TOOLS FOR CONSUMER SALES
PROMOTION
Coupons
Coupons and
and Rebates
Rebates
Premiums
Premiums
Loyalty
Loyalty Marketing
Marketing Programs
Programs
Contests
Contests &
& Sweepstakes
Sweepstakes
Sampling
Sampling
Point-of-Purchase
Point-of-Purchase Promotion
Promotion

TOOLS FOR CONSUMER SALES
PROMOTION

Coupon
Coupon

A
A certificate
certificate that
that entitles
entitles
consumers
consumers to
to an
an immediate
immediate
price
price reduction.
reduction.

Rebate
Rebate

A
A cash
cash refund
refund given
given for
for the
the
purchase
purchase of
of aa product
product during
during
aa specific
specific period.
period.

Premium
Premium

An
An extra
extra item
item offered
offered to
to the
the
consumer,
consumer, usually
usually in
in exchange
exchange
for
for some
some proof
proof of
of purchase.
purchase.

TOOLS FOR CONSUMER SALES
PROMOTION

Loyalty
Marketing
Program

A promotional program designed
to build long-term, mutually
beneficial relationships between
a company and key customers.

Frequent
Buyer
Program

A loyalty program in which
loyal consumers are rewarded for
making multiple purchases.

TOOLS FOR CONSUMER SALES
PROMOTION

Contests

Promotions that require skill
or ability to compete for prizes.

Sweepstakes

Promotions that depend on
chance or luck, with
free participation.

TOOLS FOR CONSUMER SALES
PROMOTION

Sampling
Sampling

A
A promotional
promotional program
program that
that
allows
allows the
the consumer
consumer the
the
opportunity
opportunity to
to try
try aa product
product
or
or service
service for
for free.
free.

METHODS OF SAMPLING

POINT-OF-PURCHASE PROMOTION

Build traffic

Advertise the product

Persuade impulse buying

ONLINE SALES PROMOTION
Effective Types of Online Sales Promotion

Free merchandise

Sweepstakes

Free shipping with purchases

Coupons

REVIEW LEARNING OUTCOME
CONSUMER SALES PROMOTION

Coupons and rebates
Premiums
Loyalty marketing programs
Contests
Sampling
P-O-P
Online

TOOLS FOR TRADE SALES
PROMOTION

List the most common forms
of trade sales promotion

TRADE SALES PROMOTION
Trade
Trade Allowances
Allowances
Push
Push Money
Money
Training
Training
Free
Free Merchandise
Merchandise
Store
Store Demonstration
Demonstration
Conventions
Conventions &
& Trade
Trade Shows
Shows

TRADE ALLOWANCE

Trade
Allowance

A price reduction
offered by
manufacturers to
intermediaries, such
as wholesalers and
retailers.

PUSH MONEY

Push Money

Money offered to
channel
intermediaries to
encourage them to
“push” products--that
is, to encourage other
members of the
channel to sell the
products.

BENEFITS OF TRADE PROMOTIONS
Help manufacturers gain new distribution
Obtain wholesaler and retailer support for
consumer sales promotions
Build or reduce dealer inventories
Improve trade relations

REVIEW LEARNING OUTCOME
FORMS OF TRADE SALES PROMOTION

PUBLIC RELATIONS

Discuss the role of
public relations
in the promotional mix

PUBLIC RELATIONS

Public Relations

The element in the
promotional mix that:
 evaluates public attitudes
 identifies issues of public
concern
 executes programs to gain
public acceptance

FUNCTIONS OF PUBLIC RELATIONS
Press
Press relations
relations
Product
Product publicity
publicity
Corporate
Corporate communication
communication
Public
Public affairs
affairs
Lobbying
Lobbying
Employee
Employee and
and investor
investor relations
relations
Crisis
Crisis management
management

PUBLIC RELATIONS TOOLS
New
New product
product publicity
publicity
Product
Product placement
placement
Consumer
Consumer education
education
Event
Event sponsorship
sponsorship
Issue
Issue sponsorship
sponsorship
Internet
Internet Web
Web sites
sites

EXAMPLE OF CONSUMER EDUCATION

Corporations are teaching public
school students about personal
finance.

People under age 25 are a fastgrowing group for credit card debt
increases and bankruptcy.

Is it appropriate to use educational
materials with a corporate identity?

How should financial literacy be
taught?

SOURCE: Diya Gullapalli,
“Your Kid’s Teacher: The Bank,”
Wall Street Journal, April 8-9, 2006, B1.

MANAGING UNFAVORABLE PUBLICITY

Crisis
Management

REVIEW LEARNING OUTCOME
THE ROLE OF PUBLIC RELATIONS

PERSONAL SELLING

Describe personal selling

PERSONAL SELLING
Personal Selling Advertising & Sales Promotion
are more important if...
is more important if...
Product has a high value. Product has a low value.
Product is custom made. Product is standardized.
There are few customers.There are many customers.
Product is
technically complex.

Product is
simple to understand.

Customers are
concentrated.

Customers are
geographically dispersed.

REVIEW LEARNING OUTCOME
PERSONAL SELLING

 Detailed explanation or
demonstration
Personal
Selling
Advantages

 Variable sales message
 Directed to qualified prospects
 Controllable adjustable selling costs
 More effective than other
promotion in obtaining sale and
gaining customer satisfaction

RELATIONSHIP SELLING

Discuss the key differences
between relationship selling
and traditional selling

RELATIONSHIP SELLING

Relationship
(Consultative)
Selling

A sales practice that
involves building,
maintaining, and
enhancing interactions
with customers in order
to develop long-term
satisfaction through
mutually beneficial
partnerships.

TRADITIONAL SELLING AND
RELATIONSHIP SELLING
Traditional
Personal Selling

Relationship Selling

Sell products

Sell advice, assistance, counsel

Focus on closing sales

Focus on customer’s bottom line

Limited sales planning

Sales planning is top priority

Discuss product

Build problem-solving environment

Assess “product-specific”
needs
“Lone wolf” approach

Conduct discovery in scope of
operations
Team approach

Pricing/product focus

Profit impact and strategic
benefit focus

Short-term sales follow-up

Long-term sales follow-up

REVIEW LEARNING OUTCOME
RELATIONSHIP SELLING VS. TRADITIONAL SELLING

Sales
Increases
Result
From
Creating
Value

Initial
Sales

Repeat
Sales

Successive
Sales

Traditional Sales
Relationship Sales

STEPS IN THE SELLING PROCESS

List the steps in
the selling process

STEPS IN THE SELLING PROCESS
Generate
Generate Leads
Leads
Qualify
Qualify Leads
Leads
Probe
Probe Customer
Customer Needs
Needs
Develop
Develop Solutions
Solutions
Handle
Handle Objections
Objections
Close
Close the
the Sale
Sale
Follow
Follow Up
Up

TIME SPENT IN KEY STEPS OF
SELLING PROCESS
Key Selling Steps

Traditional
Selling

Relationship
Selling

Generate Leads

High

Low

Qualify Leads

Low

High

Probe Needs

Low

High

Develop Solutions

Low

High

Handle Objections

High

Low

Close the sale

High

Low

Follow-up

Low

High

GENERATING LEADS

Advertising
Advertising

Publicity
Publicity

Direct
Direct Mail/
Mail/
Telemarketin
Telemarketin
gg

Cold
Cold Calling
Calling

Internet
Internet Web
Web
Site
Site

Referrals
Referrals

Networking
Networking

Trade
Trade Shows/
Shows/
Conventions
Conventions

Company
Company
Records
Records

COLD CALLING

Cold Calling

A form of lead generation
in which the salesperson
approaches potential
buyers without any prior
knowledge of the
prospects’ needs or
financial status.

QUALIFYING LEADS

Recognized
Recognized need
need

Buying
Buying power
power

Receptivity
Receptivity and
and
accessibility
accessibility

NEEDS ASSESSMENT

Needs
Assessment

A determination of the
customer’s specific
needs and wants and
the range of options a
customer has for
satisfying them.

THE CONSULTATIVE SALESPERSON
Product
Product or
or service
service

Salesperson
Salesperson
must
must know
know
everything
everything
about...
about...

Customers
Customers
Competition
Competition
Industry
Industry

DEVELOPING AND PROPOSING
SOLUTIONS

Sales
Sales Proposal
Proposal

Sales
Sales Presentation
Presentation

POWERFUL PRESENTATIONS
Be well prepared
Use eye contact
Ask open-ended questions
Be poised
Use hand gestures and voice inflection
Focus on the customer needs
Incorporate visual elements
Know how to operate the A/V equipment
Make sure the equipment works
PRACTICE, PRACTICE, PRACTICE!

HANDLING OBJECTIONS

 View objections as requests for
information
 Anticipate specific objections
 Investigate the objection with the
customer
 Be aware of competitors’ products
 Stay calm
 Use the objection to close the sale

CLOSING THE SALE
Look
Look for
for
customer
customer signals
signals

Keep
Keep an
an open
open mind
mind

Negotiate
Negotiate

Tailor
Tailor to
to each
each market
market

REVIEW LEARNING OUTCOME
STEPS IN THE SELLING PROCESS

SALES MANAGEMENT

Describe the functions
of sales management

SALES MANAGEMENT
RESPONSIBILITIES
Define
Define sales
sales goals
goals and
and sales
sales process
process
Determine
Determine sales
sales force
force structure
structure
Recruit
Recruit and
and train
train sales
sales force
force
Compensate
Compensate and
and motivate
motivate sales
sales force
force
Evaluate
Evaluate sales
sales force
force

DEFINING SALES GOALS
Clear
Clear

Precise
Precise

Measurable
Measurable

Time
Time Specific
Specific

Sales Volume
Market Share
Profit Level

QUOTA

Quota

A statement of the
individual salesperson’s
sales objectives, usually
based on sales volume
alone but sometimes
including key accounts,
new accounts, repeat
sales, and specific
products.

SALES FORCE STRUCTURE
Geographic
Geographic region
region
Product
Product line
line
Marketing
Marketing function
function
Market
Market or
or industry
industry
Individual
Individual client
client
or
or account
account

CHARACTER OF TOP SALES
PERFORMERS
 Strong,
 Can
 Sense

healthy self esteem

bounce back from rejection

of urgency and competitiveness
 Persuasive
 Self-confident
 Sociable
 Willing

 Understand
 Creative

to take risks
complex concepts

in developing solutions

 Possess

empathy

TRAINING THE SALES FORCE
Company
Company policies
policies
and
and practice
practice
Selling
Selling techniques
techniques
Training
Training
includes...
includes...

Product
Product knowledge
knowledge
Industry
Industry and
and customer
customer
characteristics
characteristics
Nonselling
Nonselling duties
duties

COMPENSATING THE SALES FORCE

Commission
Commission

Combination
Combination
Plans
Plans

Salary
Salary

COMPENSATING THE SALES FORCE

Straight
Commission

The salesperson is paid
some percentage when
a sale is made.

Straight
Salary

The salesperson receives
a salary regardless of
sales productivity.

MOTIVATING THE SALES FORCE

Rewards and incentives include:
 Ceremonies
 Plaques
 Vacations
 Merchandise
 Pay raises
 Cash bonuses
 Stock options
 Tuition assistance
 Product discounts

KEY PERSONALITY TRAITS OF SALES
LEADERS
Effective Sales Leaders are…

Are
Are confident
confident
Possess
Possess ego
ego drive
drive
Possess
Possess ego
ego strength
strength
Take
Take risks
risks
Are
Are innovative
innovative
Have
Have aa sense
sense of
of urgency
urgency
Are
Are empathetic
empathetic

EVALUATING THE SALES
FORCE
Sales
Sales volume
volume
Contribution
Contribution to
to profit
profit
Calls
Calls per
per order
order
Sales
Sales or
or profits
profits per
per call
call
Call
Call percentage
percentage achieving
achieving goals
goals

WOMEN IN CAR SALES

For its Florida and Texas dealerships, Asbury
Automotive Group is actively recruiting
saleswomen– at shopping malls.

11% of the automotive sales force is female. In
contrast, 50% of retail-industry employees are
women.

Women influence 81% of new auto purchases,
and women may even be better at selling cars
than men.
SOURCE: Jennifer Saranow,
“Car Dealers Recruit Saleswomen at the Mall,”
Wall Street Journal, April 12, 2006, B1.

THE IMPACT OF TECHNOLOGY ON
PERSONAL SELLING
Cell
Cell phones
phones
Laptops
Laptops
Pagers
Pagers
E-Mail
E-Mail
Electronic
Electronic organizers
organizers
Internet
Internet

REVIEW LEARNING OUTCOME
FUNCTIONS OF SALES MANAGEMENT

DIRECT MARKETING

Direct marketing
(direct-response marketing)

DIRECT MARKETING

Direct Marketing

Techniques used to
get consumers to
make a purchase from
their home, office, or
another nonretail
setting.

TYPES OF DIRECT
MARKETING
Direct
Direct Mail
Mail

Catalogs
Catalogs and
and Mail
Mail Order
Order

Telemarketing
Telemarketing

Q&A
SESSION
THANK YOU…