9. Advertising and Selling

Question 1

What is advertising?

Answer 1

Advertising is any paid form of
non-personal promotion transmitted through a mass medium.

An indirect form of communication
Impersonal, communicates with large numbers of people through paid channels

Question 2

What are the two types of advertising?

Answer 2

Institutional
- Image/reputation building
-

Product-oriented

• pioneering - explaining product
• emphasise USP
• competitive advertising (direct comparisons)

Question 3

How can the effectiveness of advertising be assessed?

Answer 3

Reach: the percentage of the target market exposed at least once

Ratings: measure of households viewing television at a specific time

Frequency: average number of times that a member of the target audience is exposed

Opportunity to see: how many times member of target audience has an opportunity to see an ad

Question 4

Creative appeals

Answer 4

Product-oriented appeals

• features and attributes of products
• solution to a problem
• e.g. advertorials

Customer appeals

• focus on what the customer actually gains
• saving money e.g. Bold 2-in-1
• security enhancement e.g. insurance
• self-esteem e.g. cosmetics
• usage benefits e.g. iPhone
• save time

Question 5

Advertising media

Answer 5

Television
Radio 
Magazines
Newspapers
Outdoor - Billboards, posters 
Online - banners
Social media

Question 6

Stages in developing a campaign

Answer 6

Campaign responsibilities

Target audience

Campaign objectives

Budget setting

Media selection

Advertising development and testing

Implementation

Question 7

Give two examples of an advertising implementation strategy and what determines the strategy?

Answer 7

Bursts - short, intense advertising such as product launches

Drips - advertising more evenly over time

marketing factors:
If customer turnover is high, advertising might be needed more often
If demand is seasonal or perishable
Some may focus on retention of customers

Question 8

Personal selling

Answer 8

An interpersonal communication tool which involves face to face activities representing an organisation, in order to inform, persuade or remind them to take appropriate action

personal, two-way communication

Most appropriate for B2B

Question 9

Advantages of personal selling for B2B

Answer 9

Greater impact
- sales representatives can judge situations and tailor marketing on the spot

Precision

• targeting precision: focusses on those who can afford/want the product/service
• message precision: more information, details can be clarified.

Cultivation

• of mutually-beneficial trade relationships
• crucial role in profitability of business as representatives carry reputation of trustworthiness of business

Cost

• high cost
• so usually used for high cost services e.g. professional services consulting

Question 10

Sponsorship

Answer 10

Sponsorship is a business relationship between a provider of funds, resources or services and an individual, event or organisation which offers in return some rights and association that may be used for commercial advantage.

e.g. Flora, Unilever sponsored the London Marathon 1996-2009

Question 11

PR

Answer 11

The deliberate, planned and sustained effort to institute and maintain mutual understanding between an organisation and its publics

Marketing PR

• long-term strategic image building
• raising profile
• e.g. websites, annual report

Corporate PR

• long-term relationship with media/ short term responses to unforeseen circumstances
• e.g. press releases, press conferences