MKT1002/MKT1026

Lecture Material 15

Personal Selling, PR and

Sponsorship
Semester Lec no Timetable Wk Non Synchronous Online Lecture Material
22 01/02/2021 Branding
23 08/02/2021 Promotion: Advertising and Sales Promotion
24 15/02/2021 Promotion: Direct and Digital Marketing
25 22/02/2021 Promotion: Digital Marketing continued
Enrichment Week
27 08/03/2021 Promotion: Social Media Marketing
2
28 15/03/2021 Promotion: Personal Selling, PR and Sponsorship
29 22/03/2021 Marketing Strategy and Planning
Easter Break (4 weeks)
34 26/04/2021 Services and Non Profit Marketing
35 03/05/2021 The Global Marketplace
36 10/05/2021 Not Applicable
Learning Objectives
(1)Appreciate the role that Personal Selling plays in the overall marketing communications mix
and how it integrates with other methods we have and will be considering

(2)Define the various tasks of sales management and the responsibilities of individuals involved

(3)Understand how Personal Selling via trade shows, exhibitions and events works for B2B
markets

(4)Define PR and the role it plays along with the way in which PR operates for different
consumer markets

(5)Understand the role of sponsorship and the benefits and problems of different types of
sponsorship

(6)Consider Cause Related Marketing

Personal Selling – some initial thoughts…
• A two-way interactive form of selling which is usually conducted face to face (though can be via telesales
too)

• Tried and tested form of oral persuasion and negotiation involving the seller and the potential buyer

• The seller attempts to build interest and rapport whilst also informing then persuading the potential buyer
to purchase products and services

• The customer can demand greater and more detailed information and then to negotiate

• Personal selling enables the formation of a personal relationship between the buyer and the seller which
brings another dimension to the product/service

• It is a highly effective and informative marcoms method but is it is declining

• It can be expensive

• Let’s look at what Fill (2002) defines it as…

Personal Selling – a definition
Fill (2002, p.16) defines Personal Selling as….

An interpersonal communication tool which involved face to face

activities undertaken by individuals, often representing an
organisation, in order to inform, persuade or remind an individual or
group to take appropriate action, as required by the sponsor’s
representative

No mention of SALES
B2B v B2C Consumer Promotional Mix
Buyer Readiness and the Promotional Tools
Advantages of Personal Selling (PS)
IMPACT:

More difficult to switch off from a sales representative than another form of marketing communication

• Generally, we will at least listen to what someone has to say – therefore they have a greater chance of
engaging with us on a one-to-one basis

• Sales representatives can adapt to what they have in front of them and react appropriately – unlike other
marketing communications e.g., advertisement

• More likely to remember a person you have met than an advertisement

• Precision is one of the key advantages of PS over other mix elements and explains why it is so effective at
the customers point of decision making
Advantages of Personal Selling (PS)
PRECISION:

(1) Targeting Precision:

• Not a mass medium – targeted approach

• Other methods can be wasted resources
• Personal Selling concentrates efforts on those who offer a real PROSPECT of making a sale

(2) Message Precision:

• Interactive 2 way dialogue

• Personal Selling can change the direction of the discussion, gauge understanding, reiterate points,
overcome objections, give demonstrations
• Sales Manager can ascertain what you like and focus on that to gain your attention and interest
further
• Unique approach based on watching and listening
Advantages of Personal Selling (PS)
CULTIVATION

• Of relationships – vital to PS!

• Long term, mutually beneficial relationships
• Public face of an organisation – people like people!

BUT COSTS OF THESE ADVANTAGES……

• PS is very high-cost relative to other methods

• Very labour intensive – salary, commission, expenses, bonus, accommodation, technology costs etc.
Tasks of Personal Selling (PS)
The Personal Selling (PS) Process
Recruitment and Selection of Sales
Managers

Sales representative attributes typically appreciated by buyers

Trade Shows and Exhibitions
• Both B2B and consumer sellers may use trade shows and exhibitions in their promotional mix

• Small scale local involvement – stall at an exhibition , to an annual trade show in a specific industry

• Can be important, and effective, for smaller businesses that don’t have the budget to invest in other
promotional methods

• Builds presence, awareness, brand, develops prospects to cultivate further

• Opportunity for trade to present new products to buyers

Public Relations
Public Relations
Publics
The Role of PR
24/7 News
• Every minute of every day – smartphones

• BBC, Sky News etc all offer instant news via their apps

• Personalised news options – by using news feed aggregators you can

create your worn personalised news feed

Citizen Journalists
• Lee (2016) coined the term

• Ordinary people – like me and you, can contribute to the process of

news production and distribution as citizen journalists by promptly posting and
spreading what they know

• #HelpAJournalist on Twitter – positively encouraged to contact reporters directly

about their stories
Sponsorship…….but where is it in the mix???
Sponsorship – its definition and role
Defined by BDS Sponsorship (www.sponsorship.co.uk) as…

…a business relationship between a provider of funds, resources or services and an individual, event or
organisation which offers in return some rights and association that may be used for commercial advantage

Main purpose – to generate positive attitudes through associating the organisation with the sport, the arts,
charity etc

Important for global brands – align themselves with organisations that are similar and have global exposure
and recognition

Three types of sponsorship to consider here – Sports, Broadcast and the Arts….
Sports Sponsorship
• Grown in popularity

• Widespread appeal across all ages, areas and lifestyles – got to manage the fit between the brand and the
sport though to be effective

• Televising of sports events has led to increase in sponsorship opportunities, through the mass audiences
which are possible

• Can be cost effective – based on reach compared to other methods

• People pay more attention to sport events being watched than advertisements

• Football – player, club, national and international levels throughout the world

• Larger teams – larger organisations who sponsor…..smaller teams – smaller organisations who sponsor

• But what if things go wrong for players, teams or supporters??

Broadcast Sponsorship
• TV sponsorship is the largest part of broadcast sponsorship

• Can you match any programmes to sponsors?

• Is this type of sponsorship just effectively advertising in a different way – can people tell the difference?

• We may avoid adverts but not always avoid programme sponsorships

• We call these idents

• Again, the brand and the programme need to fit – thinking specifically about the target audience

• Think about Coronation Street, The Only Way is Essex, Love Island, police dramas
Arts Sponsorship
• Biggest part of the revenue for the Arts – funding cuts (consider impact of Covid!)

• Private sponsorship has become critical for survival

• Theatres, Galleries, Opera Houses have to be proactive and approach potential sponsors and donors for
money

• The marketer – i.e., the potential sponsor needs to consider the link between the product and the art – e.g.,
the music

• Important to integrate across all methods – advertising, sales promotion, pre and post event to maximise its
impact

• Opportunity – on stage, in programmes, merchandise, venues, tickets etc – anywhere you can get your
brand name!

• Including hosting at events – VIP areas, special tickets, post event parties
Cause Related Marketing – why should
we consider it here?
Learning Objectives
(1)Appreciate the role that Personal Selling plays in the overall marketing communications mix
and how it integrates with other methods we have and will be considering

(2)Define the various tasks of sales management and the responsibilities of individuals involved

(3)Understand how Personal Selling via trade shows, exhibitions and events works for B2B
markets

(4)Define PR and the role it plays along with the way in which PR operates for different
consumer markets

(5)Understand the role of sponsorship and the benefits and problems of different types of
sponsorship

(6)Consider Cause Related Marketing

Guided Reading and Activities
• Chapter 12 of textbook within the Revel software – and activities 12.7a and 12.7b

• Look at the References list at the end of the chapter to carry out any additional reading

• Go onto your LinkedIn Learning account (NUBS students only) and search PR or Personal
Selling or Sponsorship and see what comes up!

• Think about the brands you know and use – what do they do from a sponsorship and cause
related perspective? And why do you think that’s the case

• Remember – the key to learning is to apply it to the real world!

 Semester Lec no Timetable Wk Non Synchronous Online Lecture Material
22 01/02/2021 Branding
23 08/02/2021 Promotion: Advertising and Sales Promotion
24 15/02/2021 Promotion: Direct and Digital Marketing
25 22/02/2021 Promotion: Digital Marketing continued
Enrichment Week
27 08/03/2021 Promotion: Social Media Marketing
2
28 15/03/2021 Promotion: Personal Selling, PR and Sponsorship
29 22/03/2021 Marketing Strategy and Planning
Easter Break (4 weeks)
34 26/04/2021 Services and Non Profit Marketing
35 03/05/2021 The Global Marketplace
36 10/05/2021 Not Applicable

The next session to be uploaded to Canvas will be slides for Lecture 16 Marketing
Strategy and Planning

This content will go on Canvas on Tuesday 16th March at 12pm for

reading/watching by the end of w/c 22nd March (26th March)
 Any questions?

• Email me at dawn.mccartie@newcastle.ac.uk

• Don’t forget – seminars w/c 15 March, 26 April and 10 May

• Synchronous sessions with me (same w/c as above) – more details for each will be sent out
via Canvas announcements