ELC 310

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ELC 310

• Day 21

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Agenda

• Fourth Student Case
• Market Soft by Lee
• E-mail presentations at least 15 min before class
  so I may upload to web server
• Grades will be posted later today for first CSA
• Case studies are tied to proceeding chapters,
  make sure you discuss the connection
• Discussion/lecture Communication and Selling

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Rest of Schedule

• Nov 30
• MarketSoft Corporation
• L. Dubois
• Communication and Selling
• Dec 4
• OSRAM Sylvania
• G.Sumyla
• Pricing and Distribution
• Dec 7
• Logistics.com A B
• G. Nagradic
• Build a Trusting Relationship with Customer

• Dec 11
• Travelocity
• K. Pelletier
• The Future of Digital Marketing
• Dec 14
• Citibank Online
• L. Dubois
• Written Case Study Due
• Dec 20 _at_ 3PM
• Quiz 4
• Case Study Presentations Due

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Overview

• Introduction
• Advertising
• Selling
• Multichannel Communication

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Introduction

• After targeting and positioning comes advertising
  and selling
• Evaluate advertising options
• Assess effectiveness
• Decision support systems
• Two types of selling
• Push based
• Trust based
• Multichannel Communication and the Internet

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How to evaluate Media Copy
Ad Evaluation Form Ad Evaluation Form Ad Evaluation Form Ad Evaluation Form Ad Evaluation Form Ad Evaluation Form Ad Evaluation Form Ad Evaluation Form Ad Evaluation Form Ad Evaluation Form
Your rating of the ad Your rating of the ad Your rating of the ad
Weight 1 extremely Bad 1 extremely Bad 1 extremely Bad 7 extremely good 7 extremely good 7 extremely good
1 2 3 4 5 6 7
8 High attention X O
7 Positive Brand association O X
6 Brand recall O X
5 Positive perceptions O X
4 Information O x
2 Core Service Proposition O X
5 High emotions X O
9 Action -- visit site buy 0 X
10 Creativity X O
3 Target Group effectiveness 0 X
                   
Total score sum (weights x ratings) Total score sum (weights x ratings) Total score sum (weights x ratings) X 375, O 319 X 375, O 319 X 375, O 319 X 375, O 319
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Advertising

• Online ads
• Boost brand awareness
• Sell products
• The promise
• Targeted, receptive audience
• Instant actions
• Eliminates gulf between perception of needs and
  satisfying the need

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The advent of rich media

• Banner ads are dead
• Static graphics
• Rich media
• Dynamic, multisensory and interactive
• Engages the viewers attention
• NOT TV ads for the internet!
• Nonlinear
• Interactive and individualized

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Rich media examples

• Interpolls
• Eyeblaster
• United Virtualities
• Eyewonder
• Pointroll
• Unicast

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Rich Media Guidelines
http//www.iab.net/iab_products_and_industry_servi
ces/1421/1443/1467
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How much to spend where

• Questions
• How much in incremental sales and profits did a
  promotion generate?
• Would it be worthwhile to enlarge our advertising
  budget to increase consumer trial of our new
  product and obtain leverage from a heavy
  investment in point-of-purchase displays?
• What would happen if we shifted same of our
  personal selling resources to other channels?
• Role of MDSS
• Model effects of alternative solutions
• Predictive analysis based on existing data
• Used to indentify problems and causes

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Increasing Complexity

• The Internet has increased the complexity of
  advertising
• Targeted instead of mass marketing
• Generates more data
• More complex medium (rich media)
• Different payment schemes (performance based)
• Pay per click (click through) (sale)
• Disaggregated medium

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Selling

• Two approaches

• Push (Theory P)
• Get Large list of leads
• Screen list for buyers
• Make the pitch
• Close the sale
• Start over
• Many leads -gt few sales

• Trust (Theory T)
• Target a few high-potential clients
• Research their problems
• Build relationship
• Sales people
• Solve problems
• Trusted advisors

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Multichannel communications

• IN the past all sales was in person face to face
  
• High sales cost
• Lack of standardization
• Success based on sales talent
• Things are much different
• How do you maintain one voice with many
  channels?

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Traditional Copy Store Store
Pickup Return

• Internet Feature
• Personal
• Comparison
• Advisor
• Configuration
• 800 number/ e-mail advice
• Overcome Objections
• Offers
• Trust

• Internet Feature
• Rich Media
• Browse
• Word of Mouth

Traditional Media reach/ frequency Media
Spending Copy Copy