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marketing 300marketing 300discussion section

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agenda project #2 advertising promotion methods discussion question

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projects Make sure it has all group member names Peer evaluations: can turn in today or next week

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final exam FYI: final exam is May 14, 5:05-7:05pm. Location TBA on Learn@UW Will not be cumulative for the most part, will build on previous material

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when ads try too hard• See any good advertisements?• http://www.youtube.com/watch?v=h--d7OZSj1U

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QUIZ #8

The basic idea behind integrated marketing communications is that it is critical for all of the different firms in a channel of distribution for a product to have an input in developing the advertising campaign for the product.a)Trueb)False

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QUIZ #8

The most COMMON method of budgeting for marketing expenses is to:a)match competitors' spending.b)allocate any funds not already allocated to other functions.c)allocate enough to completely eliminate the cost of lost customers.d)allocate for the job that needs to be done.e)allow a percentage of either past or forecasted sales.

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promotion methodsThe book lists three types of promotion methods. What are they?1) Personal selling and customer service2) Mass selling3) Sales Promotion

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personal selling Personal selling and customer service

- What is this?- direct spoken communication between sellers and potential customers

- What kind of things are typically sold using this?- Lots of B2B goods and services, but also things like cell phones, cars at dealerships, etc.

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need a volunteer!

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personal selling

typical corporate manager

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personal selling

Slick business dude

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personal selling

sell me on this TR-144 industrial packaging device

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mass selling Mass selling

- What is this?- sending messages to large number of people at once about a specific company or product

- What kind of things are typically sold using this?- almost anything, but generally consumer goods and services; sometimes business products and services too

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what kinds of things?

Detergents, soft drinks, snack foods, soap, etc.

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mass selling

Anything you’ve seen in a television ad is an example of something that can be mass sold.

CAN’T… STOP…CONSUMING!

CAN’T… STOP…CONSUMING!

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the means of mass selling

What are the two means of mass selling?a) Advertisingb) Publicity

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mass selling: advertising- What is advertising?

Paid form of non-personal presentation by a company, usually in some form of media

Company can control message

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mass selling: advertising

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- What is publicity? Unpaid form of idea presentation by sponsor Usually cannot control message Ex. press releases Ex. bizarre stunts to capture public interest

mass selling: publicity

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mass selling: publicity

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mass selling: publicity

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mass selling: publicity

$10,000

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mass selling: publicity

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Why is “moonvertising” publicity and not advertising?• The content of the advertisement itself is not the focus • The controversy of someone advertising on the moon is supposed to generate interest in the product• Note: the company has no intention of actually putting ads on the moon

mass selling: publicity

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sales promotion Sales Promotion

- What is this?- All other non-advertising, non-publicity, and non-personal selling activities (AKA “everything else”)- Effort to stimulate interest, trial, or purchase by final customers, middlemen, internal employees, anyone else in the channel

- What kind of things are typically sold using this?- Just about everything!

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sales promotion Three types of sales promotion

a) promote to end userb) promote to middlemanc) promote to own sales force

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sales promotion: promote to end user

You are the owner of a restaurant, and you are trying to promote this grossly excessive sandwich to final customers. How might you do it?

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Coupons Samples Contests Frequent-buyer program Displays Banners Sale Other techniques: Trade shows, sponsored events, free trials

sales promotion: promote to end user

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You are a producer, and you are trying to get this state-of-the-art computer stocked in an electronics store. How?

sales promotion: promote to middleman

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price deals trade shows sales contests promotion allowances and slotting fees help set up demo area merchandising aids Other middleman promotions: meetings, gifts, bribes

sales promotion: promote to middleman

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You are a producer, and you are trying to encourage your sales force to promote this expensive solar-powered flashlight. How?

sales promotion: promote to own sales force

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bonuses sales aids training materials contests displays Other middleman promotions: meetings, “job incentives”

sales promotion: promote to own sales force

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now try this…Personal Selling, Mass Selling, or Sales Promotion?

a)Billboard with a picture of a smiling insurance broker on itb)a Ghostface Killah concert sponsored by Timberland Bootsc)Contest where first person to eat 500 jars of Skippy peanut butter gets a free jar of Skippy peanut butterd)A plastic surgeon discusses various unnecessary cosmetic surgeries with a patient, explaining how the patient really should get them because it would really, like, improve their life and stuff

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now try this…Personal Selling, Mass Selling, or Sales Promotion?

e)Someone passing out free Nas-Tea soft drinks outside a stadium to wasted college kids who can barely stand up, much less appreciate its bold Southwest flavorf)Giving a manager at Hot Topic a spiked leather collar so she’ll stock your company’s ironic Chewbacca belt bucklesg)Getting a streaker to run onstage during the Oscars and scream “RUBBERMAID, BRO!!!” at the top of his lungsh)Cold-calling every pharmacy in the area to see if they will stock your new brand of homemade pharmaceuticals

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Remember to think about the whole chain; you may need to promote to more than one party in the chain!

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