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14.2 Major Decisions in Developing an Advertising Plan
LEARNING OUTCOMES By the end of this section, you will be able to: 1 List the steps involved in developing an advertising plan. 2 Describe the details involved in each step of advertising development. 3 Discuss methods for assessing and evaluating the ...
Closing Company Case
Peloton If you have ever taken a class at your local gym, you know the excitement of the camaraderie and competition that takes place when you are in a class of like-minded individuals all sharing the same goal and passion for performance. Former Barnes & N...
15.5 Sales Promotion and Its Role in the Promotion Mix
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Define sales promotion. 2 Discuss the importance of sales promotion in the promotion mix. Sales Promotion Sales promotion is a promotional strategy focused on inducing sales in...
15.4 Management of the Sales Force
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Identify the issues involved in managing a sales force. 2 List the various ways a sales force can be structured. 3 Describe the tasks involved in sales force recruitment and selectio...
15.3 Steps in the Personal Selling Process
LEARNING OUTCOMES By the end of this section, you will be able to: 1 List the steps in the personal selling process. 2 Describe each step in the personal selling process. Step 1: Prospecting and Qualifying The selling process is a seven-step pro...
15.2 Classifications of Salespeople Involved in Personal Selling
LEARNING OUTCOMES By the end of this section, you will be able to: 1 List the various roles involved in personal selling. 2 Describe the differences between the various personal selling roles. Order Takers Within the role of personal selling, t...
15.1 Personal Selling and Its Role in the Promotion Mix
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Define personal selling. 2 Discuss the role of personal selling in the promotion mix. Personal Selling Defined Personal selling is the one-on-one interaction between a company ...
In the Spotlight
Figure 15.1 Hilton Hotel utilizes a personal selling process with its HGV product. (credit: modification of work “Hilton Hotel @ Riverwalk Shopping Mall” by Thank You (22.5 Millions+) views/flickr, CC BY 2.0) Chapter Outline 15.1 Personal Selling...
References
1. Leo Burnett (website), accessed July 7, 2022, https://leoburnett.com/. 2. Leo Burnett. 3. Andrew Long, “‘Fancy a McDonald’s?’ Serves Up Life’s Simple Pleasures: A Q&A with Andrew Long, Creative Director, Leo Burnett London,” Leo Burn...
What Do Marketers Do?
Send a message to your college or university marketing department asking for a time to talk to the marketing manager about their job for your class. These positions vary greatly based on how many functions they outsource. Use the following questions as a guide...
14.3 The Use of Metrics to Measure Advertising Campaign Effectiveness
LEARNING OUTCOMES By the end of this section, you will be able to: 1 List the key performance indicators (KPIs) for measuring the effectiveness of an advertising campaign. 2 Describe how each KPI is measured. Key Metrics in Measuring Success The...
Building Your Personal Brand
The act of building a personal brand requires a commitment that comes with having a well-developed and clear path. One of the many tools that a person can use to set and review their progress is the GOOD framework from Quantum Workplace. This framework can be ...
Critical Thinking Exercises
1. Explain the key metrics used to measure the success of an advertising campaign. 2. List the advantages and disadvantages of public relations. 3. Provide examples of ethical issues related to advertising and include ways to av...
Applied Marketing Knowledge: Discussion Questions
1. List the objectives of advertising. 2. Explain the five approaches to creating a marketing budget. 3. List the tools used for public relations and explain how each of these are used. 4. List the tools used for pu...
Key Terms
advertising paid communication messages that identify a brand or organization and are intended to reach a large number of recipients aided recall a type of advertising posttest that uses cues to assist a sample audience in recalling brands and products in a...
Chapter Summary
In this chapter, we discuss the importance of advertising and public relations in the promotional mix. Major decisions that need to be made in order to successfully build a strong advertising campaign include establishing objectives, creating an advertising bu...
14.6 Ethical Concerns in Advertising and Public Relations
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Illustrate ethical issues with respect to advertising. 2 Illustrate ethical issues with respect to public relations. Ethical Issues Related to Advertising Marketers must be kee...
14.5 The Advantages and Disadvantages of Public Relations
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Discuss the advantages of public relations. 2 Discuss the disadvantages of public relations. Advantages of Public Relations From a business perspective, the greatest advantage ...
14.4 Public Relations and Its Role in the Promotion Mix
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Define public relations and discuss its role in the promotion mix. 2 List and describe the tools of public relations. Public Relations Defined With today’s ever-changing media ...
15.6 Main Types of Sales Promotion
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Discuss the primary types of consumer-oriented sales promotion. 2 Discuss the primary types of trade-oriented sales promotion. Consumer-Oriented Sales Promotion Sales promotion...