McGraw-Hill/Irwin © 2004 The McGraw-Hill Companies, Inc., All Rights Reserved.

A concept of marketing communications planning that recognizes the

added value of a comprehensive plan that evaluates the strategic
roles of a variety of communication disciplines and combines these
disciplines to provide clarity, consistency and maximum
communications impact.

Integrated Marketing Communications (IMC) is the coordination

and integration of all marketing communication tools, avenues,
functions and sources within a company into a seamless program
that maximizes the impact on consumers and other end users at a
minimal cost
 Advertising

 Direct Marketing

 Interactive Marketing

 Sales Promotion

 Public relation

 Publicity

 Personal Selling
A marketing communications planning concept
that recognizes the value of a comprehensive
plan.
A plan that evaluates the strategic roles of
several communications disciplines:
 Media advertising
 Direct marketing
 Interactive/internet marketing
 Sales promotion
 Publicity/Public relations
Combines the disciplines to provide:
 Clarity
 Consistency
 Maximum communications impact
Marketing Mix:
• Product or Service
• Pricing
• Channels of Distribution
• Promotion
Promotional Mix:
• Advertising
• Direct Marketing
• Interactive/internet marketing
• Sales Promotion
• Publicity/Public Relations
• Personal Selling
 2

McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved.
Opportunity Identifying Product Promotion
analysis markets decisions to final
Promotional buyer
decisions
Pricing • Advertising
decisions • Direct
Competitive Market marketing
analysis segmentation Ultimate
• Interactive consumer
marketing Internet/
Channel-of-
• Sales
Interactive • Consumers
distribution promotion • Businesses
decisions
Target • Publicity and
Selecting a public
marketing Promotion to
target market relations
• Personal trade
selling

Positioning Resellers
through
marketing
strategies Purchase
 THE COMMUNICATION PROCESS

• Promotional Mix
• Integrated Marketing Communications
(IMC)
• Communication
• Source
• Message
• Channel of Communication
• Receivers
Slide 18-6
FIGURE 18-1 The communication process

Slide 18-7
 THE COMMUNICATION PROCESS

• Encoding and Decoding

 Encoding
 Decoding
 Field of Experience

Slide 18-8
 THE COMMUNICATION PROCESS

• Feedback
 Feedback Loop
 Response
 Feedback
 Pretesting
 Noise

Slide 18-10
FIGURE 18-2 The promotional mix

Slide 18-15
 THE PROMOTIONAL ELEMENTS

• Advertising
 Paid Aspect
 Nonpersonal Component
• Personal Selling
 Wasted Coverage

Slide 18-16
 THE PROMOTIONAL ELEMENTS

• Public Relations
 Public Relations
 Publicity
• Sales Promotion
• Direct Marketing

Slide 18-18
FIGURE 18-A Factors that influence the use
of promotional tools

Slide 18-23
 DEVELOPING AN IMC PROGRAM

• Identifying the Target Audience

• Specifying Promotion Objectives
 Hierarchy of Effects
• Awareness
• Interest

• Evaluation

• Trial
• Adoption

Slide 18-41
FIGURE 18-6 The promotion decision
process

Slide 18-42
 DEVELOPING AN IMC PROGRAM

• Selecting the Right Promotional Tools

• Designing the Promotion
• Scheduling the Promotion

Slide 18-48
Slide 20-2
 Personal selling involves the two-way flow of
communication between a buyer and seller,
designed to influence a person’s or group’s
purchase decision, usually in face-to-face
communication between the sender and
receiver.

Slide
20-82
• Personal Selling in Marketing
• Creating Customer Value Through
Salespeople: Relationship and
Partnership Selling
Relationship Selling
Partnership Selling (or Enterprise Selling)

Slide 20-8
Slide 20-9
The personal selling process consists of sales
activities occurring before and after the sale
itself, consisting of six stages:
(1) prospecting, (2) preapproach,
(3) approach, (4) presentation, (5) close, and
(6) follow-up.

Slide
20-91
 Slide
20-22
 Slide
20-23
1. PART OF PROMOTIONAL MIX: Personal selling is a part of promotional mix, or
the communication mix, in the company's marketing program. The major
elements in the promotional mix are the company's advertising, sales
promotion, and personal selling efforts.
2. INDIVIDUAL, PERSONAL COMMUNICATION: Personal selling is the
individual and personal communication of information, in contrast to the mass,
impersonal communication of advertising, sales promotion, and other
promotional tools.
3. FLEXIBLE TOOL: Personal selling is more flexible than these other tools.
Salespeople can see their customer's reaction to a particular sales approach and
make adjustments on the spot."
4. FOCUSED ON CUSTOMERS: Personal selling is usually focused or pinpointed on
prospective customers. It considers the needs, desires and buying problems of
the customers.
5. ALIVE INTERACTION: Each party observes the other's needs at close hand
and makes immediate adjustments.
6. LONG-RUN RELATIONSHIP: Personal selling permits all kinds of relationship
to spring up. It establishes a selling relationship and also a deep personal
friendship. It keeps customer's best interests at heart. It maintains long-run
relationships.
7.RESPONSE: Personal selling is based on buyer's reactions and
response. It makes the
buyer feel that he is listened to, and his needs are considered.
8. PERSUASION: It is concerned with persuasive communication. A
salesperson in personal selling tries to persuade the prospect so that
he can take a decision to acquire the product which the salesperson is
talking about.
9. HUMAN ELEMENT INTO MARKETING: It is a major factor in creating
sales volume. It brings human element into marketing transactions
and increases the customer's confidence in the supplier
10.CREATIVE: Personal selling is creative by nature. The salespeople try
to create needs, make the customers aware of these need and try to
persuade them to buy the product. The salesman "does not sell, but he
creates in the other man the urge to buy."
11.SERVICE ELEMENT: Personal selling is not getting rid of a thing or
cheating the customers. It is necessarily an act of assisting the
customers to buy wisely. Today, it has become a symbol for honesty
and dependability. In fact, it is a service that is serving the customer
for the good cause of humanity.
There are two kinds of personal selling:

1.Across-the-Counter Selling: In this kind of selling Customers come to the

salespeople. It involves retail store selling. It also includes the salespeople at
catalogue retailers who take telephone orders. Most salespeople fall into this
category. (Just like we go to shop to buy products).

2.Field Selling: It is the selling where the salespeople go to the customers.

These people sell in person at a customer's place of business or home. These
outside sales-forces are engaged in field selling. These people sell in person at a
customer's place of business or home. Outside sales-force usually represent
producers or wholesaling middlemen, selling to business users. Today, some
companies have a sales-force that goes to the customers in person. Some
outside selling is becoming electronic.
Building Product Awareness – A common task of salespeople, especially when
selling in business markets, is to educate customers on new product offerings. In
fact, salespeople serve a major role at industry trades shows where they discuss
products with show attendees. But building awareness using personal selling is
also important in consumer markets. As we will discuss, the advent of controlled
word-of-mouth marketing is leading to personal selling becoming a useful
mechanism for introducing consumers to new products.
Creating Interest – The fact that personal selling involves person-to-person
communication makes it a natural method for getting customers to experience a
product for the first time. In fact, creating interest goes hand-in-hand with building
product awareness as sales professionals can often accomplish both objectives
during the first encounter with a potential customer.
Providing Information – When salespeople engage customers a large part of the
conversation focuses on product information. Marketing organizations provide their
sales staff with large amounts of sales support including brochures, research
reports, computer programs and many other forms of informational material.
 Stimulating Demand – By far, the most important objective of
personal selling is to convince customers to make a purchase.
Reinforcing the Brand – Most personal selling is intended to build
long-term relationships with customers. A strong relationship can only
be built over time and requires regular communication with a
customer. Meeting with customers on a
regular basis allows salespeople to repeatedly discuss their company’s
products and by doing so helps strengthen customers’ knowledge of
what the company has to offer.
Sales management involves planning
the selling program and implementing
and controlling the personal selling
effort of the firm.

Slide
20-83
• Sales Plan Formulation: Setting Direction
Sales Plan
Setting Objectives

Slide
20-37
 Slide
20-38
Sales management is the management of

the sales force and personal selling efforts

to achieve desired sales objectives.

34
a. Sales-force staffing and operations
b. Sales planning
c. Sales performance evaluation

35
Sales aptitude:
The extent of an individual’s ability to perform a given sales
job,consisting of mental abilities and personality traits.

Skill levels:
Skills obtained in personal communication and Knowledge
of services, obtained through sales training and previous
sales and Operational experience.

36
 Definition: Any paid form of non personal communication about an

organization, product, service, idea or cause by an identified sponsor .

Purpose:
 Generate primary demand and secondary demand
 An enquiry
 A visit by the prospect
 Product trial
 Prescription for use
 Recommendation
 Adoption of the product
 Individual sales
 Customer loyalty
 Company image
 Brand image
 Store patronage
 Service contract
 Consists of all activities involved in
presenting to an audience a non-personal,
sponsor-identified, paid-for message about a
product or organization.
 Advertising is distinguished from other forms
of marketing communications:
◦ It has a verbal and/or visual message.
◦ The sponsor of the message is identified.
◦ Delivery is through recognizable (usually mass)
media.
◦ There is payment by the advertiser to the media for
carrying the message.
 Advertising informs the buyers about the existence of the product,
its features, benefits & availability
 It offers an incentive to buy by making several direct offers like
price-offs or exchange of an old to new one
 It provokes us to try the product and once tried it reminds us
 Advertising builds brands, gives an image and personality to the
brand
 It provides us reasons to buy particular brand.
 It contributes brand preference and brand loyalty
 Advertising helps us to choose out of several brands available
 Advertising being mass communication is the most cost effective
way to reach consumers
 Advertising thus reduces selling costs
 Advertising persuades people to act.
 Advertising campaign – the creation and
execution of a series of advertisements to
communicate to a particular target audience
 Marketing activities that provide extra value or incentives to
the sales force, distributors, or ultimate consumers and can
stimulate immediate sales.

Consumer-oriented Trade-oriented
◦ Targeted to the ultimate ◦ Targeted toward marketing
intermediaries such as
users of a product or
retailers, wholesalers, or
service distributors
 Coupons  Promotion allowances
 Sampling  Merchandise allowances
 Premiums  Price deals
 Rebates
 Sales contests
 Contests
 Trade shows
 Sweepstakes
 POP materials
Introduce new products
Get existing customers to buy more
Attract new customers
Combat competition
Maintain sales in off season
Increase retail inventories
Tie in advertising & personal selling
Enhance personal selling efforts
The management function which evaluates public attitudes,
identifies the policies and procedures of an individual or
organization with the public interest, and executes a program of
action to earn public understanding and acceptance.

Tools used by Public

Relations
 Publicity
 Special publications
 Community activity
participation
 Fund-raising
 Special event sponsorship
 Public affairs activities
 Promoting good will
 Promoting product, service, corporate image
 Corporate Communications
 Lobbying
 Counteracting negative publicity