Chapter 14

Promotion Strategies: Personal Selling, Publicity, and Sales Promotion

Chapter Outline

Promotion and Communication Promotion Mix

Chapter Outline

Personal Selling

- Personal Selling vs. Advertising

- Varying Quality and Style of Personal Selling

- Intercultural Negotiation

- Motivation

- Telemarketing

- Expatriate Personnel

Chapter Outline

Publicity

- The Nature of Publicity

- The Management of Publicity

- Negative Publicity Sales Promotion

- The Nature of Sales Promotion

- Restrictions Overseas Product Exhibitions

Purposes of Promotion

communicate (inform) persuade (influence)

Process of Communication

Source Encoding Message (Information) Decoding Destination

Promotion Mix

Advertising Personal Selling Publicity Sales Promotion

Publicity

Nature of publicity Management of publicity Handling negative publicity

Sales Promotion

Nature: temporary, supplementary techniques to stimulate demand

Techniques: coupons, sweepstakes, games, contests, price-offs, demonstrations, premiums, samples, money refund offers, etc.

Legal restrictions

Personal Selling

Personal Selling vs. Advertising Varying Quality and Style of Personal Selling Intercultural Negotiation Motivation Telemarketing Expatriate Personnel