Personal Selling Personal Selling

Personal SellingPersonal Selling

Personal communication of information to persuade

somebody to buy something.

Personal communication of information to persuade

somebody to buy something.

500,000People

In advertising

16,000,000PeopleIn sales

When Personal Selling is Used When Personal Selling is Used

When MARKET

is concentrated:

•geographically,

•in few industries,

•or in several

large customers

When PRODUCT

•value is not apparent,

•has high unit cost,

•is technical,

•requires demonstration,

•is fitted to customer’s need,

•is in introductory stage

of the Product Life Cycle

Variety of Sales JobsVariety of Sales Jobs

Delivery salesMissionary salesperson

Sales engineerConsultative salesperson

Uniqueness of Sales jobsUniqueness of Sales jobs

Most visible representation of their employer.Limited direct supervisionRejectionTravelGenerate revenue for companies

Changing Patterns in Personal Selling

Changing Patterns in Personal Selling

Selling CentersSystems sellingGlobal sales teamsRelationship sellingTelemarketingInternet sellingSales force automation

The Personal Selling ProcessThe Personal Selling Process

AdvertisingAdvertising

Verbal and/or visual non-personal message Identified sponsorDelivery through mediaPayment by sponsor to media carrying message

Types of AdvertisingTypes of Advertising

TARGET: Consumer or BusinessTARGET: Consumer or Business

TYPE OF DEMAND: Primary or SelectiveTYPE OF DEMAND: Primary or Selective

MESSAGE: Product or InstitutionalMESSAGE: Product or Institutional

SOURCE: Commercial or SocialSOURCE: Commercial or Social

Advertising CampaignAdvertising Campaign

All tasks involved in transforming a theme

into a coordinated advertising program to accomplish a specific goal

for a product or brand

All tasks involved in transforming a theme

into a coordinated advertising program to accomplish a specific goal

for a product or brand

Several different messagesOver an extended time

Using a variety of media

Several different messagesOver an extended time

Using a variety of media

AdvertisingCampaign

Involves

Developing an Advertising Campaign

Developing an Advertising Campaign

Framework Advertising CampaignsFramework Advertising Campaigns

Identify the

target audience

Establishpromotional

goals

Setpromotional

budget

Determinepromotional

theme

Selecting MediaSelecting Media

TypeOf

Media

Specific Media

Vehicles

CategoryOf

Medium

Selecting Media: General FactorsSelecting Media: General Factors

Objectives of the

Ad

Requirementsof the

Message

AudienceCoverage

Timeand

Location MediaCost

MediaMedia

TV

MAGAZINES

NEWSPAPERS DIRECT MAIL

RADIO

OUT-OF-HOME INTERACTIVE

YELLOW PAGES

Evaluating the Advertising EffortEvaluating the Advertising Effort

DifficultyOf Evaluation

MethodsUsed to Measure

Effectiveness

Sales PromotionSales Promotion

Demand-stimulating devicesto supplement advertising

and facilitate personal selling

Demand-stimulating devicesto supplement advertising

and facilitate personal selling

TradePromotions

ConsumerPromotions

Developing Sales Promotion PlansDeveloping Sales Promotion Plans

DetermineObjectives

andStrategies

DetermineBudgets

DirectThe Sales

PromotionEffort

SelectAppropriateTechniques

Public RelationsPublic Relations

Management tool designed to favorably

influence attitudes toward an organization,

Its products, and its policies

Management tool designed to favorably

influence attitudes toward an organization,

Its products, and its policies

Benefits of PublicityBenefits of Publicity

Lower CostsLower Costs

Increased attentionIncreased attention

TimelinessTimeliness

More informationMore information

Limitations of PublicityLimitations of Publicity

Loss of controlLoss of control

Limited exposureLimited exposure

Publicity is not freePublicity is not free