Advertising V

MAR 3271, Advertising 1

Course Learning Outcomes for Unit V Upon completion of this unit, students should be able to:

8. Evaluate promotional tools. 8.1 Evaluate frequency/loyalty programs as a viable promotional tool within an advertising program.

Course/Unit Learning Outcomes

Learning Activity

8.1

Unit Lesson Chapter 10 Chapter 11 Unit V PowerPoint Presentation

Required Unit Resources Chapter 10: Alternative Marketing Chapter 11: Database and Direct Response Marketing and Personal Selling

Unit Lesson In today’s world, marketers are realizing the importance of using a broad advertising campaign that not only involves traditional advertising methods but also involves some non-traditional or alternative methods. This requires that the advertising and marketing team think creatively and innovatively in putting together unique methods for reaching the target markets. One such strategy is the use of buzz marketing, which is also referred to as word-of-mouth advertising. Buzz marketing is when customers pass on recommendations to friends, family, and others regarding their experiences with a product. Understandably, this venue carries a high degree of credibility—greater than expensive commercials and advertisements. As we look at buzz marketing and other forms of alternative marketing, ask yourself what types of alternative marketing might work well for various types of businesses. Guerilla marketing is another form of alternative advertising, which utilizes very unique and innovative methods to reach the consumer. This method utilizes a combination of special effects and surprises to captivate the consumer. The effectiveness of this approach might be attributed to the fact that consumers consider this type of marketing as a fun, entertaining event. Other unique forms of media include that of video-game advertising, where the consumer views product placements within video games. Another approach is cinema advertising, which airs advertisements prior to the movie at the theatre. In both of these examples, the marketer is fortunate to have a captive audience that has selected to be present at these venues. The next form of alternative marketing is personal selling. Personal selling involves any face-to-face communication between the consumer and a representative from the company. This can involve anything from a Best Buy salesperson who provides the consumer with information on the laptop he or she is about to purchase to the Nordstrom’s salesperson who smothers the consumer with customer service. When marketers adopt personal-selling techniques, they have one great advantage, and that is the ability to directly interact with the consumer while also being able to modify the message to suit the consumer. Unfortunately, personal selling is one of the most expensive promotional methods to fund, as hiring, training, and maintaining an effective sales staff can be a very draining endeavor. However, it can be successful by

UNIT V STUDY GUIDE

Alternative Advertising and Personal Selling

MAR 3271, Advertising 2

UNIT x STUDY GUIDE

Title

carefully considering the costs and effectively managing the personal-selling program. Personal selling involves four major tasks (or steps), which are listed below:

Step #1: Generating Leads Qualifying exactly who the salespeople will take the time to visit during the lead-generation process is an effective method for ensuring the best use of each salesperson’s time. Referrals, networking, directories, and cold calls all provide a means for acquiring leads to include in the database.

Step #2: Qualifying Leads Once the leads have been generated, they must be qualified. Basically, this means that the lead must be tested for his or her worth to the organization. This might be based upon the chances that the lead might actually turn into a customer, and it may also be based on an estimate of how much potential income the customer might generate.

Step #3: Research During this stage, the sales team will research the prospective customers by attempting to acquire a solid knowledge base about the prospects’ needs.

Step #4: Sales Presentation The sales presentation should clearly communicate the benefits of the product/service to the potential customer by considering the value proposition to the customer. Handling objections and closing the sale are also a key part of an effective sales presentation. Once the sales transaction has been completed, the final stage of the process is follow-up to ensure that the firm retains the customer.

Flash Cards

Access the Unit V Flash Cards PowerPoint. PDF of Unit V Flash Cards Note: In order to experience the full functionality of the presentation, it is recommended that you view the PowerPoint version. When viewed as a PDF, the buttons within the presentation may not work.

Suggested Unit Resources In order to access the following resource, click the link below. Rehau used an alternative method by throwing money at their consumers. See how the company accomplished this by watching the video below: RA Voskhod. (2011, August 12). Rehau money rain eng [Video file]. Cielo24.

https://c24.page/8kjcgbzsvtskpvmsba9pu8pwua This video includes closed captioning, and a transcript can be found underneath the video.