Advertisement, Sales

promotion and public strategy

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The use of advertising in the
industrial market

Reaching buying influencers

Creating awareness
Enhancing the sales call
Increasing overall sales efficiency
Supporting channel mebers

 Industrial advertising media

General business and trade publications
Directory advertising
Consumer media
Direct marketing
Direct mail
Telemarketing
Catalogs and data sheets

 The use of sales promotion in the

industrial market
Trade shows
Reaching the target audience
Allocating funds

Premiums, incentives and specialty

advertising

 The use of publicity in industrial

market

 Developing the industrial

promotional program
Advertising objectives

 Appropriate advertising funds

 Rule of thumb
Objective task

 Developing message strategy

 Identifying audience needs

Keep the message to important specifics
Case histories
Testimonials
Short stories
Audience participation
Straight exposition

 Developing the media plan

Reach
Frequency
Continuity
Media selection
Circulation, editorial content and cost
Controlled circulation

Scheduling

 Evaluating the advertisement plan

The need for pre-planning
Industrial advertisement agencies

Integrated promotional plan