Solomon Chapter 12: Advertising, PR, Sales and Sales Promotion

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Solomon Chapter 12: Advertising, PR, Sales and Sales Promotion by Mind Map: Solomon Chapter 12: Advertising, PR, Sales and Sales Promotion

1. Development

1.1. 1: Identify the Target Audiences

1.2. 2: Establish Message and Budget Objectives

1.2.1. Setting Message Objectives

1.2.1.1. Inform

1.2.1.2. Persuade

1.2.1.3. Remind

1.2.2. Setting Budget Objectives

1.3. 3: Design the Ads

1.3.1. Creative Strategy

1.3.1.1. Advertising Appeal

1.3.1.1.1. Reasons why: USP

1.3.1.1.2. Comparative Advertising

1.3.1.1.3. Demonstration

1.3.1.1.4. Testimonial

1.3.1.1.5. Slice of Life

1.3.1.1.6. Lifestyle

1.3.1.1.7. Fear appeals

1.3.1.1.8. Sex Appeals

1.3.1.1.9. Humorous Appeals

1.3.1.1.10. Slogans and Jingles

1.4. 4: Pre-test what the Ads will say

1.4.1. Pre-testing

1.4.1.1. Copy Testing

1.5. 5: Choose the Media Type and Media Schedule

1.5.1. Media Planning

1.5.1.1. Aperture

1.5.2. Media Type

1.5.2.1. Internet Advertising

1.5.2.1.1. Permission Marketing

1.5.2.2. Traditional Media

1.5.2.2.1. TV

1.5.2.2.2. Radio

1.5.2.2.3. Newspapers

1.5.2.2.4. Magazines

1.5.2.2.5. Directories

1.5.2.2.6. Out-of-home media

1.5.2.2.7. Place-based media

1.5.3. Media Scheduling

1.5.3.1. Advertising Exposure

1.5.3.1.1. Impressions

1.5.3.1.2. Reach

1.5.3.1.3. Frequency

1.5.3.1.4. Gross Rating Points

1.5.3.2. Schedules

1.5.3.2.1. Continous Schedule

1.5.3.2.2. Pulsing Schedule

1.6. 6: Evaluate the Advertising

1.6.1. Post-testing

1.6.1.1. Unaided Recall

1.6.1.1.1. Recall Test

1.6.1.2. Aided Recall

1.6.1.2.1. Recognition Test

1.6.1.3. Attitudinal Measures

2. Advertising

2.1. Types

2.1.1. Product Advertising

2.1.2. Retail and Local Advertising

2.1.3. Institutional Advertising

2.1.3.1. Advocacy Advertising

2.1.3.2. Public Service Announcements (PSA)

2.1.4. Do-it-Yourself Advertising

2.2. Advertising Campaign

2.2.1. Advertising Agency

2.2.1.1. Limited-Service Agency

2.2.1.2. Full-Service Agency

2.2.2. Specialists needed

2.2.2.1. Account Management

2.2.2.2. Creative Services

2.2.2.3. Research and Marketing Services

2.2.2.4. Media Planning

3. Sales Promotion

3.1. Trade Promotions

3.1.1. Discounts and Deals

3.1.1.1. Merchandising Allowance

3.1.1.2. Case Allowance

3.1.1.3. Downsides

3.1.1.3.1. Forward Buying

3.1.1.3.2. Diverting

3.1.2. Increasing Industry Visibility

3.1.2.1. Trade Shows

3.1.2.2. Promotional Products

3.1.2.3. Incentive Programmes

3.1.2.3.1. Push Money

3.2. Consumer Promotions

3.2.1. Price-Based Consumer Sales Promotion

3.2.1.1. Coupons

3.2.1.2. Price deals, refunds and rebates

3.2.1.3. Frequency (loyalty) programs

3.2.1.4. Special/bonus Packs

3.2.2. Attention-Getting Consumer Promotions

3.2.2.1. Contests and Sweepstakes

3.2.2.2. Premiums

3.2.2.3. Sampling

3.2.2.4. Point-of-Sale Promotion

3.2.2.5. Product/brand placements

3.2.2.6. Cross-Promotion

4. Public Relations

4.1. Terms

4.1.1. Publicity

4.1.2. Publics

4.2. Objectives

4.2.1. Introducing new Products to Manufacturers

4.2.2. Introducing new Products to Consumers

4.2.3. Influencing Government legislation

4.2.4. Enhancing the Image of an Organisation

4.2.5. Enhancing the Image of a City, Region or Country

4.2.6. Crisis Management

4.2.7. Calling Attention to a Firm's Involvement with the Community

4.3. Planning

4.3.1. 1: Develop clear objectives for the PR program

4.3.2. 2: Develop a campaign strategy

4.3.2.1. Statement of Objectives

4.3.2.2. Situation Analysis

4.3.2.3. Specification of target audiences and messages

4.3.2.4. Timetable and budget

4.3.2.5. Discussion of how the program will be evaluated

4.4. Activities

4.4.1. Press releases

4.4.2. Internal PR

4.4.3. Investor Relations

4.4.3.1. Annual reports

4.4.4. Lobbying

4.4.5. Speech Writing

4.4.6. Corporate Identity

4.4.7. Media Relations

4.4.8. Sponsorships

4.4.9. Special Events

4.4.10. Buzz Building

4.4.11. Advice and Consultancy

5. Personal Selling

5.1. p. 463

5.2. Telemarketing

5.3. Technology

5.3.1. CRM software

5.3.2. Partner Relationship Management (PRM)

5.4. Types of Sales Jobs

5.4.1. Order Taker

5.4.2. Technical Specialist

5.4.3. Missionary Salesperson

5.4.4. New-Business salesperson

5.4.4.1. Order Getter

5.4.5. Team Selling

5.5. Approaches

5.5.1. Transactional Selling: Putting on the hard Sell

5.5.2. Relationship Selling: Building Long-Term Customers

5.6. Creative Selling Process

5.6.1. 1: Prospecting and Qualifying

5.6.1.1. Prospecting

5.6.1.1.1. Social Networks

5.6.1.1.2. Cold Calling

5.6.1.1.3. Referrals

5.6.1.2. Qualify

5.6.2. 2: Pre-Approach

5.6.3. 3: Approach

5.6.4. 4: Sales Presentation

5.6.5. 5: Handling Objection

5.6.5.1. Objections

5.6.6. 6: Close the Sales

5.6.7. 7: Follow-Up

5.7. Sales Management

5.7.1. 1: Setting Sales Force Objectives

5.7.2. 2: Creating a Sales Force Strategy

5.7.2.1. Sales Territory

5.7.2.1.1. Geographic sales force structure

5.7.2.1.2. Industry Specialisation

5.7.3. 3: Recruiting, Training and Rewarding the Sales Force

5.7.4. 4: Evaluating the Sales Force

6. Direct Marketing

6.1. Mail Order

6.1.1. Catalogues

6.1.2. Direct Mail

6.2. Telemarketing

6.3. Direct-Response Advertising

6.3.1. Direct-Response TV

6.4. M-Commerce

6.4.1. SMS marketing