TAILIEUCHUNG - Lecture Advertising and promotion (2/e) – Chaper 17: Personal selling

The goals of this chapter are: To examine the role of personal selling in the integrated marketing communication program, to describe the advantages and disadvantages of personal selling as part of an IMC program, to propose how personal selling might be combined with other elements in an IMC program,. | Chapter 17 Personal selling 1- Chapter One An Introduction to Integrated Marketing Communications © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Learning objectives To examine the role of personal selling in the integrated marketing communication program. To describe the advantages and disadvantages of personal selling as part of an IMC program. To propose how personal selling might be combined with other elements in an IMC program. To explain how to determine the effectiveness of the personal selling effort. Relation to text This slide sets out the chapter’s learning objectives on p. 578 of the text. Role Evaluation Limitations Advantages Personal selling Public relations Part of IMC Advertising Sales promotion Direct marketing Internet Relation to text This slide presents a mind map of the key topics/concepts covered in Chapter 17 as shown on p. 578 of the text. Use of this slide This slide is a transition slide. Personal selling Personal selling involves selling through a person-to-person communication process. The communication process is known as dyadic communications. Direct Personal Real time Relation to text This slide relates to material on pp. 580–81 of the text. Summary overview This slide introduces the concept of personal selling. Personal selling is a unique tool in the promotional mix because communication flows from sender to receiver directly. This allows the sender to receive immediate feedback from the receiver. However, this is one of the most costly forms of communication and marketers need to weigh these costs against the benefits of personal contact with the customer. Use of this slide This slide can be used to discuss the ways that personal selling differs from other elements in IMC and the role of personal selling in the IMC program. Determining the role of personal selling How cost effective is each alternative? How effective is each alternative in carrying out the needed exchange? What are the alternative .

• Marketing - Bán hàng
• Marketing communications
• Integrated marketing communications
• Lecture Advertising and promotion
• Personal selling
• Evolved sales process
• Relationship marketing
• Lectures Marketing management
• Marketing management
• Managing integrated marketing communications
• The role of marketing communications
• Developing effective communications
• Deciding on the marketing communications mix
• Integrated marketing program
• Communication process
• Promotional program
• Integrated marketing communications objectives
• Marketing strategy
• Marketing process
• Direct marketing
• Direct marketing objectives
• Marketing mix
• Lecture Principles of marketing
• Bài giảng Nguyên lý marketing
• Principles of marketing
• The marketing communications mix
• Advertising agencies
• Direct marketing agencies
• Fundamentals of marketing
• Lecture fundamentals of marketing
• Marketing task
• Communicating customer value
• Integrated marketing communications strategy
• Consumer behavior
• Psychoanalytic theory
• Basic model of communication
• Elaboration Likelihood Model
• Source attractiveness
• Source power
• Message factors
• Creative strategy
• Effective slogans
• Preproduction tasks
• Media planning
• Media characteristics
• Evaluation of media
• Local advertising
• Print media
• Evaluation of print media
• Support media
• Outdoor advertising
• The internet
• Social media
• Sales promotion
• Sales promotion activities