B&S Chapter 16

Podcasting

A means of distributing audio and video programs via the internet that lets users subscribe to a number of files, also known as feeds, and then hear of view the material at the time they choose.

Direct Mail

Advantages- Best for targeting specific markets; very flexible; ad can be saved Disadvantages- High cost; consumers may reject ads as junk mail; must conform to post office regulations

Magazines

Advantages- Can target specific audiences; good use of color; long life of ad; ads can be clipped and saved Disadvantages- Inflexible; ads must often be placed weeks before publication; cost is relatively high

Newspapers

Advantages- Good coverage of local markets; ads can be placed quickly; high consumer acceptance; ads can be clipped and saved Disadvantages- Ads compete with other features in paper; poor color; ads get thrown away with paper (short life span)

Social Media

Advantages- Great reach among younger shoppers. Disadvantages- Easy to ignore; time drain

Outdoor

Advantages- High visibility and repeat exposures; low cost; local market focus Disadvantages- Limited message; low selectivity of audience

Internet

Advantages- Inexpensive global coverage; available at any time; interactive Disadvantages- Customers may leave site before buying

Radio

Advantages- Low cost; can target specific audiences; very flexible; good for local marketing Disadvantages- People may not listen to ad; depends on one sense (hearing); short exposure time; audience can't keep ad

Television

Advantages- Uses sight, sound, and motion; reaches all audiences; high attention with no competition from other material Disadvantages- High cost; short exposure time; takes time to prepare ads. Digital video recorders skip over ads.

Blog

An online diary (web page) that looks like a web page but is easier to create and update by posting text, photos, or links to other sites.

Sales Promotion Techniques

Coupons, Bonuses, Cents-off Promotions, Catalogs, Sampling, Demonstrations, Premiums, Special Events, Sweepstakes, Lotteries, Contests, In-Store Displays

Public Relations

Listen to the public, Change Policies and Procedures, Inform people you are responsible for their needs, Publicity

Advertising

Paid, non-personal communication through various media by organizations and individuals who are in some way identified in the advertising message.

Steps in the Selling Process

Prospect and Quality, Preapproach, Approach, Make a presentation, Answer Objections, Close the Sale, Follow-Up

Personal Selling

The face-to-face presentation and promotion of goods and services.

Viral Marketing

The term used to describe everything form paying customers to say positive things on the internet to setting up multilevel schemes whereby customers get commissions for directing friends to specific websites.