Personal Selling-Introduction to Business-Lecture Handout, Exercises of Business Fundamentals

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Lecture 32

PERSONAL SELLING

Preparing the Campaign with an Advertising Agency It includes: i. Identify the target audience a. Education Class b. Income Class c. Area (Rural or urban) d. Age e. Social Class ii. Establish the advertising budget a. Percentage of expected sales b. Considering our marketing objectives c. Considering the competitors iii. Define the objectives of the advertising messages a. Are we going to introduce new product b. Are we going to advertise price change impact? c. Are we going to launch new campaigns in response to our competitor’s campaigns? iv. Create the advertising messages a. Include all color selections, images, Cartons & illustrations b. Selection of language c. Selection of appropriate words v. Select the appropriate media Media selection is very important for every advertising message. E.g. a. Radio for agricultural products b. TV for consumer products c. If company’s introduction & contents required then can be print media as good selection vi. Evaluate advertising effectiveness a. Our message has changed customer’s buying decision or not? b. We have found desired image or not? c. Our meaning well communicated or not?

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Advertising Researchers

It is always done in response to all advertising campaigns in order to know the overall impact of the advising activities. Advertising researches bring answer for all the above mentioned aspects & through these companies can know where the change is required either in your message, your budget, your media selection or etc. PERSONAL SELLING “A promotional tool in which a salesperson communicates one‐on‐one with potential customers”

• It is the most expensive form of promotion per contact. Most companies spend twice as much on personal selling as on all other marketing activities combined. Expenses include salespeople's compensation and overhead, usually travel, food, lodging. The cost of a single sales call has been estimated at about $300.
• Sales force automation and new technologies are relieving salespeople of nonproductive tasks, making the time they spend with customers more efficient and profitable.

Personal Selling Situations:

i. Retail Selling : Personal selling situation in which products are sold for buyers' personal or household use. ii. Industrial Selling : Personal selling situation in which products are sold to businesses, either for manufacturing other products or for resale. iii. Pharmaceutical products: Sales persons communicate with doctors & products are presented to the doctors & in return doctors recommend these products to the patients as most of the specialized medicines are not allowed to be advertised directly.

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