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Business MarketingCommunications:
Advertising and SalesPromotion
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Promotions
Why are promotions so important?
The importance of salespeople Why?
Other methods
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The Role of Advertising
Integrated Communication Program
Blend with objectives
Enhancing Sales Effectiveness Does it help? $$ per
salesperson
Higher ratings
Supplier reputation
Increased brand awareness
Gross margins
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The Role of Advertising
Increasing Sales Efficiency Actual customers
Potential customers
Creating awareness Unawareness Awareness Preference
Interactive Marketing
Communications Impact of the internet
Limitations of Advertising
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Managing B2B Advertising
1. Set Advertising Objectives and DefineTarget Market
2. Determine the Advertising Budget
3. Develop the Message
4. Select the Media
5. Evaluate Advertising Effectiveness
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Managing B2B Advertising
Set Advertising Objectives & Define TargetMarket Know what
you want to accomplish
Written objectives Four characteristics Three common
examples
Brand awareness
Recognition
Buyer attitudes
Target audience
Creative Strategy Statement How to position the product?
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Managing B2B Advertising
Determining the Advertising Budget Two methods
Rules of thumb When to use Types Consequence of sales
Objective-task method How it works
Establish objectives Assess communication needed
Define goals in measurable terms Estimate budget needed to
achieve goals
Determinant of sales
Passing the threshold
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Managing B2B Advertising
Developing the Advertising Message Highlight attributes
Perception Attention Interpretation
Example: Technical advertisements
Focus on benefits Focus on what customers want and Focus on
companys ability to reach them
Marketing research
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Managing B2B Advertising
Selecting Advertising Media
Based on what the target market uses
Business publications
Horizontal publications
Ad Age, Marketing News
Vertical publications
Chemical Business
Requester publications
Why?
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Managing B2B Advertising
Advertising Cost
Measuring efficiency
Cost per thousand
Cost of reaching target market
Frequency
How often to run the advertisement?
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Direct Marketing Tools
Direct Mail
Benefits
Disadvantages
Interactive Marketing
Customer Relationship Marketing
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Measuring Advertising
Effectiveness
What benefits does advertisingprovide the company?
Measuring Impact on PurchaseDecision
Indirect communication
Measurement Program
Benchmarking
Common benchmarks
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Trade Shows
Magnitude of trade shows
Advantages
Costs- about $250
International trade shows
Investment returns
Trade show objectives Identify decision-influencers
Identify potential customers
Create actual sales Provide products, services, and company
information
Learn of potential application problems
Handle existing customer problems
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Trade Shows
Selecting the Show
Which one to go to?
Net buying influences
Total buying plans
Ask customers?
Lead efficiency model
# of sales leads obtained at showTotal # of show visitors with
plans to buy
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Trade Shows
Managing the Exhibit
Generate interest
Salespeople training
Internet usage
Evaluating Performance
Attraction
Contact
Conversation efficiency
