PROMOTIONAL STRATEGIES

Use of Advertising in Business Marketing

Reaching buying inuencers Creating awareness Enhancing the sales call Increasing overall sales eciency Supporting channel members

ADVERTISING IN INDUSTRIAL MARKETING

Traditional Print Advertising Electronic ad Outdoor ad
Sales Promotion & Publicity

Personal Selling One-on-one selling Group presentations Sales meetings Bid hearing Teleselling Presentations

Direct Mail Catalogs Exhibits Displays Telemarketing Publicity & PR

Allocation of Marketing Communications Budget

40 30

20

10

Print

Exhibits

Catalogs

Coupons, Literature

Direct Mail

PR

Message
Think of reader and award him with specic news and avoid bragging Tap internal sources and customers for ideas Have a headline than grabs attention and text that inspires interest Make the illustration large and keep the layout simple

David Ogilvys
Use testimonials from experts and reputed rms Refer to demonstration for eective comparisons Provide useful information and keep layout simple Promise a benet in headline Close the ad with a name, an address, a logo and a coupon to achieve action

Copy-Chasers Criteria
The successful ad has

High degree of visual magnetism Selects the right audience Invites the reader into the scene Promises a reward Backs up the promise Presents the selling proposition in logical sequence Is easy to read Emphasizes the service, not the source Reects the companys character

Developing the media plan

Reach Frequency Continuity Media selection Scheduling

Advertising Budget

Objective-and-task approach: what needs to be accomplished and placement of each single ad. Competitive parity approach: looking at other companies or industry Percentage-of-sales or percentage-of-margin approach

Advertising Effectiveness

Pretesting Posttesting Impact on sales

Sales promotion - Trade shows

Most rms prefer networking and soft-selling While trade shows are industry specic, fairs are horizontal comprising wide range of industries