marketing 300

1. marketing 300 discussion section

2. agenda • project #2 • advertising • promotion methods • discussion question

3. projects • Make sure it has all group member names • Peer evaluations: can turn in today or next week

4. final exam • FYI: final exam is May 14, 5:05-7:05pm. • Location TBA on Learn@UW • Will not be cumulative for the most part, will build on previous material

5. when ads try too hard • See any good advertisements? • http://www.youtube.com/watch?v=h--d7OZSj1U

6. QUIZ #8 The basic idea behind integrated marketing communications is that it is critical for all of the different firms in a channel of distribution for a product to have an input in developing the advertising campaign for the product. • True • False

7. QUIZ #8 The most COMMON method of budgeting for marketing expenses is to: • match competitors' spending. • allocate any funds not already allocated to other functions. • allocate enough to completely eliminate the cost of lost customers. • allocate for the job that needs to be done. • allow a percentage of either past or forecasted sales.

8. promotion methods The book lists three types of promotion methods. What are they? • Personal selling and customer service • Mass selling • Sales Promotion

9. personal selling • Personal selling and customer service • What is this? • direct spoken communication between sellers and potential customers • What kind of things are typically sold using this? • Lots of B2B goods and services, but also things like cell phones, cars at dealerships, etc.

10. need a volunteer!

11. personal selling typical corporate manager

12. personal selling Slick business dude

13. personal selling sell me on this TR-144 industrial packaging device

14. mass selling • Mass selling • What is this? • sending messages to large number of people at once about a specific company or product • What kind of things are typically sold using this? • almost anything, but generally consumer goods and services; sometimes business products and services too

15. what kinds of things? Detergents, soft drinks, snack foods, soap, etc.

16. mass selling CAN’T… STOP…CONSUMING! Anything you’ve seen in a television ad is an example of something that can be mass sold.

17. the means of mass selling What are the two means of mass selling? • Advertising • Publicity

18. mass selling: advertising • What is advertising? • Paid form of non-personal presentation by a company, usually in some form of media • Company can control message

19. mass selling: advertising

20. mass selling: publicity • What is publicity? • Unpaid form of idea presentation by sponsor • Usually cannot control message • Ex. press releases • Ex. bizarre stunts to capture public interest

21. mass selling: publicity

22. mass selling: publicity

23. mass selling: publicity $10,000

24. mass selling: publicity

25. mass selling: publicity Why is “moonvertising” publicity and not advertising? • The content of the advertisement itself is not the focus • The controversy of someone advertising on the moon is supposed to generate interest in the product • Note: the company has no intention of actually putting ads on the moon

26. sales promotion • Sales Promotion • What is this? • All other non-advertising, non-publicity, and non-personal selling activities (AKA “everything else”) • Effort to stimulate interest, trial, or purchase by final customers,middlemen, internal employees, anyone else in the channel • What kind of things are typically sold using this? • Just about everything!

27. sales promotion • Three types of sales promotion • promote to end user • promote to middleman • promote to own sales force

28. sales promotion: promote to end user • You are the owner of a restaurant, and you are trying to promote this grossly excessive sandwich to final customers. How might you do it?

29. sales promotion: promote to end user • Coupons • Samples • Contests • Frequent-buyer program • Displays • Banners • Sale • Other techniques: Trade shows, sponsored events, free trials

30. sales promotion: promote to middleman • You are a producer, and you are trying to get this state-of-the-art computer stocked in an electronics store. How?

31. sales promotion: promote to middleman • price deals • trade shows • sales contests • promotion allowances and slotting fees • help set up demo area • merchandising aids • Other middleman promotions: meetings, gifts, bribes

32. sales promotion: promote to own sales force • You are a producer, and you are trying to encourage your sales force to promote this expensive solar-powered flashlight. How?

33. sales promotion: promote to own sales force • bonuses • sales aids • training materials • contests • displays • Other middleman promotions: meetings, “job incentives”

34. now try this… Personal Selling, Mass Selling, or Sales Promotion? Billboard with a picture of a smiling insurance broker on it a Ghostface Killah concert sponsored by Timberland Boots Contest where first person to eat 500 jars of Skippy peanut butter gets a free jar of Skippy peanut butter A plastic surgeon discusses various unnecessary cosmetic surgeries with a patient, explaining how the patient really should get them because it would really, like, improve their life and stuff

35. now try this… Personal Selling, Mass Selling, or Sales Promotion? Someone passing out free Nas-Tea soft drinks outside a stadium to wasted college kids who can barely stand up, much less appreciate its bold Southwest flavor Giving a manager at Hot Topic a spiked leather collar so she’ll stock your company’s ironic Chewbacca belt buckles Getting a streaker to run onstage during the Oscars and scream “RUBBERMAID, BRO!!!” at the top of his lungs Cold-calling every pharmacy in the area to see if they will stock your new brand of homemade pharmaceuticals

36. Remember to think about the whole chain; you may need to promote to more than one party in the chain!

37. ?