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Advertising and Selling

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Page 1: Advertising and Selling

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Page 2: Advertising and Selling

* Advertising is defined as the act or process of communicating to the public a company’s product and/or services by providing a persuasive selling message about the company offerings delivered through radio, television, billboards, and other venues and by attempting to influence the buying behavior of the customers.

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*Various strategies in advertising and selling are used for their products to the market with the aid of psychological principles in order to penetrate the consumer’s mind

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*To inform; introducing a new product or price schedule

*To persuade; to support personal selling program

*To promote dealer relations

*To increase uses of product

*To attract new customers

*To remind; Continuity; keeping the customers to stick to one product

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*The company’s mantra has always been “Consumer is the boss”

*Cater to the needs and wants of the consumers

*P&G tries to provide the public a concept of those “unknown” wants and persuade them to purchase the product

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*Selling is the process of persuading a prospective customer to buy a product or a service.

*In earlier times, selling refers to the transfer of ownership of goods from the seller to its buyer.

*It is the phase by which the buyer exchanges cash for a seller’s good or even services.

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1. Personal Selling

Personal selling is the oral presentation of a commodity or product in a personal conversation with one or more prospective buyers.

It is a face-to-face communication between the seller and the buyer with the ultimate goal of selling the product.

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*The sales force team of P&G conducts several steps and research in Personal Sellingo Outdoor Sellers

o Door-to-Door Sellers

*Steps in conducting Personal Selling:o Prospecting: Mapping out areas and identifying

potential clients

o Pre-Approach: Studying target market

o Approach: Team meets the clients personally

o Making the Presentation: Observation and talk

o Overcome objections: Accepting preferences of customers

o Closing the Sale: Buying and selling of product

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2. Non Personal/Impersonal Selling

If the company doesn’t have the resources to introduce their product using door-to-door selling, they are most likely relying on impersonal selling.

Impersonal selling is a kind of selling through some forms of media and other mass communication tools.

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*Pantene, Rejoice, Tide, Joy and Ariel TV Commercials

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*Through digital signage and billboards

*TV Commercials, prints on newspapers and magazines

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*Consumer Behavior

- Consumer behaviour is the study of when, why, how, and where people do or do not buy a product.

- It attempts to understand the buyer decision making process, both individually and in groups

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Psychological processes involved in Consumer Behavior: *Sensory Process – this plays an important role in the presentation of the product to the market. It follows two principles:

1)the more senses utilized in making the presentation, the stronger and more lasting the impression to the receiver.

2)2) the presentation must be appealing to the senses

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*P&G makes sure that their presentation of ads is visually appealingo Rejoice commercial: Bright green

*P&G stimulates sensory process through the use of effective and catchy jingles in their advertisements.o Rejoice commercial: Kim Chui singing and

dancing in the tune of Kering-Keri

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Psychological processes involved in Consumer Behavior: *Perception – it refers to the customer’s interpretation of the presentation brought about by the internal senses.

*Attention – is the first objective of any advertiser or seller. It includes presenting a strong stimulus that causes people to direct their thoughts to the advertisements direction. Some techniques in catching attention include: size, color, contrast, movement, isolation, repetition and uniqueness.

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*P&G devised a way to make their consumers associate themselves with the commercialo “Thank you, Moms” Project

*P&G tries to successfully arouse the curiosity of the prospectso TV commercials: Differentiated from others,

value through specifying benefits, repetition of advertisement and “unique selling proposition”

o Pantene Biggest Hair Commercial

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Psychological processes involved in Consumer Behavior:

*Interest – is the drive that causes an individual to pay more attention to a certain stimuli and act on it. This also refers to the company’s ability to hold the customer’s attention. Some factors that affect interest are associative thinking, suggestion, participation and identification.

.

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*P&G lets the audience “participate”o Search for the Pantene Philippines’

Ambassador

o Ms. Lorina Krish Atchico

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Psychological processes involved in Consumer Behavior:

*Motivation – is the act or process of motivating. In advertising this refers to the steps undertaken by the company to keep the customers motivated and persuade them to keep buying the product or service.

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*P&G ought to know what drives consumers into buying their product to produce better and highly motivated advertisementso Surveys regarding new commercials

o Brand perception

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Advertisers also contribute significantly to consumer behaviour by influencing consumer behaviour. Some Advertising techniques that influence consumer behaviour are as follow:

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Psychology of selling:

Selling Techniques*Understanding your unique selling proposition – Before you can begin to sell your product to anyone else, you have to sell yourself on it. This is especially important when your product or service is similar to those around you.

*Star power – Entrepreneurs must satisfy their customers’ need. Customers are those who keep the business going.

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Psychology of selling:

Selling Techniques

*Cold-calling – This is also considered as introductory calls. An entrepreneur should never make introductory calls without a plan.

*Voice-mail victories – Always leave voice-mail messages if possible when making cold calls.

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Psychology of selling:

Follow-ups should be done to make a sale.

*Team work – The right sales team makes a big difference in how quickly a company grows. They are the ones involved in making the operation of the company that may also lead to the success of the company.

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Psychology of selling:

*Making sales presentations – Cold calls and follow-up efforts have paid off, and appointment to visit a prospect in person is now possible. To make sure that a sale will:

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*Getting attention – In our media-filled world, you need to be quick and direct to grab people's attention. Use powerful words, or a picture that will catch the reader's eye and make them stop and read what you have to say next.

Required reactions from Prospects:

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*Arousing interest – Gaining the reader's interest is a deeper process than grabbing their attention. A consumer will want to know more about the product/service, its functions and features. They will give you a little more time to do it, but you must stay focused on their needs.

Required reactions from Prospects:

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*Stimulate desire – Once they are interested in you and what you have to say, then next step is to create a desire in them for what you want them to do. They can recognize that they have a need, but this is not desire.

Desire is a motivation to act and leads towards the next stage.

Required reactions from Prospects:

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*Conviction - A variant on AIDA model. The idea is that before you get a final purchase action, a cognitive state of understanding the value is needed that matches the emotional state of desire. -This also sometimes appears before Desire (AICDA) and sometimes after (AIDCA), perhaps showing two different approaches: one which starts with getting a logical agreement and then moving to emotional desire, as opposed to creating desire first and then reaching the state when the purchase also makes logical sense.

Required reactions from Prospects:

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*Obtaining action - This is when prospector take action on their desires and actually buy the product or agree to your proposals.

Required reactions from Prospects:

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Measuring Advertising Effectiveness

How can we tell how effective an ad is? Measuring effectiveness is not easy and can cost plenty! But it is a necessary evil – “the unexamined ad is not worth placing”

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1.Getting feedback

Getting feedback – a way of checking whether advertising and selling strategies are working. This is not only for evaluation but possible suggestions as to how the strategies could be improved.

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*Interview target market: Effective or Not?o Phone calls

o Internet

o Door-to-door

o Connections

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2. Making Necessary Adjustments

Making necessary adjustments- continuously trying to find ways to improve and make advertising more effective.

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*Redo or Remakeo Advertisements undergo necessary

alterations for it to me modified

*Informal Panel of Judges o “Silky hair in three days!”