PROMOTIONAL MIX

Company Products & Services

PROMOTIONAL MIX

CONTENTS

PROMOTIONAL MIX

Promotion is one of the four major elements of the marketing mix. Promotion is the company's attempt to stimulate sales by directing persuasive communications to the buyers. The instruments of promotion - advertising, personal selling, sales promotion, and publicity - have separate and overlapping capabilities, and their effective co-ordination requires careful definition of communication goals.

The promotion model describes the relative characteristics and properties of the four forms of promotion - advertising, personal selling, publicity, and sales promotion. The firm seeks to blend these elements into an optimal promotion mix.

The pure theory calls for using these instruments up to the point where their marginal productivities are equal. Although consumer marketers appear to underplay personal selling and industrial marketers underplay advertising, these instruments have distinct contributions to make in any marketing programme that involves the integrated communications concept.

The industry need to urgently address their promotional mix, which describes the array of tools available to the marketing management whose major role is promotional activity. Excluded are the marketing-mix elements of product, price, and place because, while they have some persuasive effects, their major role is not one of persuading potential customers.

Below is a typical list the major promotional tools, or promotools. Examples of promotools:-

Catalogues Contests  Corporate identification programmes Corporate publicity                             Coupons Demonstrations Endorsements Films  Free samples House-organ publications   Loudspeaker advertising    Mailings             Packaging

Personnel Selling Point-of-sale displays Posters and show cards Premiums Price specials Product publicity Sales conference Sales literature Sales presentations Space advertising Speeches Trade exhibits Trading stamps

Each of these promotools have specific potentialities and complexities that could justify managerial specialization. Yet a company, even a very large one, typically does not have a specialist in each area but only in those areas where the importance and usage frequency of the tool justify specialized competence. Historically, companies first made a separate function out of personal selling, later out of advertising and still later out of publicity.

The other tools are employed by the sales manager, advertising manager, or public relations manager as needed. Since many years some companies began to appoint sales promotion managers to handle or advice on miscellaneous promotion tools that no one cared about. The term sales promotion (as distinct from promotion) came gradually into wide use to describe a fourth component of the promotional mix.

The following four components make up the promotional mix:

1. Advertising	any paid form of non-personal presentation and promotion of ideas, products, or services by an identified sponsor.
2. Personal selling	oral presentation in a conversation with one or more prospective purchasers for the purpose of making sales.
3. Publicity	non-personal stimulation of demand for a product, service, or business unit by planting commercially significant news about it in a published medium or obtaining favorable presentation of it upon radio, television, or stage that is not paid for by the sponsor.
4. Sales promotion	those marketing activities, other than personal selling, advertising, and publicity, that stimulate consumer purchasing and dealer effectiveness, such as displays, shows and exhibitions, demonstrations, and various non-recurrent selling efforts not in the ordinary routine.

1. Advertising

In spite of the tight definition of advertising, it is far from a unitary thing. Advertising involves such varied media as magazine and newspaper space; radio and television; outdoor displays (such as posters, signs, skywriting); direct mail; novelties (matchboxes, blotters, calendars); cards (car, bus); catalogues; directories and references; programmes and menus; and circulars.

It can be carried out for such diverse purposes as long-term build-up of the company name (institutional advertising), long-term build-up of a particular brand (brand advertising), information dissemination about a sale, service, or event (classified advertising), announcement of a special sale (sales advertising) and so on.

Because of the many forms and uses of advertising, it is hard to advance all-embracing generalizations about its distinctive qualities as a component of the promotional mix. Yet the following qualities can be noted, especially when it comes to brand and institutional advertising :

i. Public presentation
Advertising, unlike personal selling, is a highly public mode of communication. Its public nature confers a kind of legitimacy to the product and also suggests a standardized offering. Because many persons receive the same message, buyers know that their motives for purchasing the product will be publicly understood.

ii. Pervasiveness
Advertising is a pervasive medium that permits the seller to repeat his message many times. It also allows the buyer to receive and compare the messages of various competitors. Large-scale advertising by a seller says something positive about the seller's size, popularity and success.

iii. Amplified expressiveness
Advertising provides opportunities for dramatizing the company and its products through the artful use of print, sound and color. Sometimes the tool's very success at expressiveness may, however, dilute or distract from the message.

iv. Impersonality
Advertising, in spite of being public, pervasive, and expressive, cannot be as compelling as a personal salesman. The audience does not feel obligated to pay attention or respond. Advertising is only able to carry on a monologue, with the audience.

	ADVERTISING -v- SELLING
	Advertising : Public Presentation
	Advertising : Pervasiveness
	Advertising : Expressiveness
	Selling : Sales Technique
	Selling : Prospect Cultivation

H58      Grid Definition

2. Personal selling

Personal selling also takes several forms, such as sales calls by a field representative (field selling), assistance by a salesclerk (retail selling), and a golf invitation from one company president to another (executive selling). It can be used for many purposes, such as creating product awareness, arousing interest, developing product preference, negotiating prices and other terms, closing a sale, and providing post-transactional reinforcement.

Personal selling has certain distinctive qualities as a component of the promotional mix :

i. Personal confrontation
Personal selling involves an alive, immediate and interactive relationship between two or more persons. Each party is able to observe at close hand the characteristics and needs of the other and make immediate adjustments. Each party has the potentiality to help or hurt the other by his interest or lack of it, and this can make the encounter stressful.

ii. Cultivation
Personal selling permits all kinds of relationships to spring up, ranging from a matter-of-fact selling relationship to a deep personal friendship. In most cases, the salesman will be in a deferential position to the buyer; he must use art to woo him. The salesman at times will be tempted to put on pressure or to dissemble to get an order, but his best he will keep the customer's long-run interests at heart.

iii. Response
Personal selling, in contrast with advertising, makes the buyer feel under some obligation for having listened to the sales talk or using up the salesman's time. He has a greater need to attend and respond, even if the response is a polite "thank you".

3. Publicity

A company and its products can come to the attention of the public through being newsworthy. Here the seller pays nothing for the press he receives. The results of free publicity can sometimes be spectacular.

Because of the sales potential of good publicity, many sellers have geared up to make a deliberate use of publicity, or "free advertising". This means preparing company or product-slanted news stories and features and trying to interest the press in using them. Companies have realized that special skills are required to write good publicity and "reach" the press, and they have turned this job over to professional public relations men. Because of their salaries and cost, however, publicity turns out not to be costless advertising.

Publicity has three distinctive qualities :

i. High veracity
New stories and features seem to most readers to be authentic, media-originated reports. Therefore readers are likely to regard news stories about products and companies as having a higher degree of veracity than if they came across as sponsored by a seller.

ii. Off guard
Publicity can reach many potential buyers who otherwise avoid salesmen and advertisements. This is because the message is packaged in a way that gets to him as news rather than as a sales-directed communication.

iii. Dramatization
Publicity has, like advertising, a potential for dramatizing a company or product.

	PUBLICITY + SALES PROMOTION
	Publicity Effect : Accepted Veracity
	Publicity Effect : Off Guard perceptions
	Publicity Effect : Dramatization
	Sales Promotion : Insistent
	Sales Promotion : Product Demeaning

H59      Grid Definition

4. Sales Promotion

Sales promotion is the catchall for various promotools that are not formally classifiable as advertising, personal selling, or publicity.

These tools may be sub-classified into items for consumer promotion (e.g., samples, coupons, money-refund offers, prices-off, premiums, contests, trading stamps, demonstrations), trade promotion (e.g., buying allowances, free goods, merchandise allowances, co-operative advertising, push money, dealer sales contests), and salesforce promotion (e.g., bonuses, contests, sales rallies).

The older concept saw sales promotion as an ad hoc collection of sales tools to be used when necessary as a direct, short-term sales stimulus. With its professionalizing in recent years, sales promotion is increasingly viewed as an important tool in its own right. It plays a critical role in the introductory and maturity stages of the product life cycle and also appears to be especially effective during periods of rapid inflation. The level of expenditures on sales promotion has been variously estimated as ranging from 20 to 35 percent of the typical company's promotion budget. The effects of sales promotion are often more immediate and measurable than those of advertising. Yet there has been insufficient research and decision modelling devoted to it.

Although sales promotion tools are a motley collection, they have two distinctive qualities as a class :

i. Insistent presence
Many sales promotion tools have an attention-getting, sometimes urgent, quality that can break through habits of buyer inertia toward a particular product. They tell the buyer he has a chance that he will not have again to get something special. This appeals to a broad spectrum of buyers, although particularly to the economy-minded, with the disadvantage that this type of buyer tends to be less loyal to any particular brand in the long run.

ii. Product demeaning
Some of these tools suggest that the seller is anxious for the sale. If they are used too frequently or carelessly, they may lead buyers to wonder whether the product class or brand is desirable or reasonably priced.

PROMOTION MIX
INDUSTRY COMPANIES

When the industry considers promotion as a whole, it faces two major decisions. The first is how much total effort to invest in promotion; the second, how much relative usage should be made of the different promotional tools.

Since promotion is only one of several ways to stimulate company sales, the company faces the question of whether promotional funds could not be spent better in marketing research, new product development, lower prices, or more customer services. These latter alternatives tend to increase the real value of the company's offering in the buyer's mind. Buyers, if asked, would probably want the company to cut down on promotion and use the funds to make the offering more attractive.

Yet some promotion is essential in order to create customer awareness of the product's existence and characteristics. Furthermore, promotion can create positive psychological associations that can enhance the buyer's satisfaction. In this last sense promotion may be considered to add to the real value of the company's offering.

The problem of how much for promotion is not difficult in principle. The total promotional budget should be established at a level where the marginal profit from the marginal promotional spend just equals the marginal profit from using the spend in the best non-promotional alternative. A few generalizations might help indicate whether promotion will be a relatively important or unimportant component of the marketing mix.

In general, promotion will be more important in markets where:

1.	Products are alike, thus leading suppliers to try to differentiate them psychologically.
2.	Products are in the introductory stage of the life cycle, where awareness and interest must be built, or in the mature stage, where defensive expenditures are required to maintain market shares.
3.	Products are sold on a direct handling basis.
4.	Products are sold on a self-selection basis.

The optimal proportion to use of the various promotion tools is a difficult question. The most striking fact about promotional tools is their substitutability, as it is possible to achieve a given sales level by increasing advertising expenditures or personal selling, or by offering a deal to the trade or a deal to consumers. This substitutability explains why marketing departments are increasingly trying to achieve administrative co-ordination over all the instruments of promotion.


The promotion mix in Consumer -v- Industrial marketing

Advertising is widely felt to be the most important promotool in consumer marketing, and personal selling the most important promotool in industrial marketing. Sales promotion is considered of equal, though smaller, importance in both markets; and publicity is considered to have even smaller, but equal, importance in both markets.


It should be stated that the term Industrial and Consumer do not only refer to the Business and Private buyer, but rather to the type of product in relation to the type of market situation. Thus a business buyer purchasing industrial components from a wholesaler or factor is in the same Consumer marketing and point-of-sale situation as a private individual buying a product off-the-shelf at his supermarket.

	ADVERTISING RATING
	Awareness Building
	Comprehension Building
	Efficient Reminding
	Lead Generation
	Legitimation & Reassurance

H60              Grid Definition

This view leads some marketers to act as if advertising is unimportant in industrial marketing and as if personal selling is unimportant in consumer marketing. Such conclusions are erroneous and can be refuted both in terms of common sense and research.


1. The role of advertising in marketing

The industrial marketing situation appears to involve sellers confronting highly rational buyers who respond primarily to the quality of the product, its price, delivery and reliability considerations. It would seem that a sales call would have much more impact than an advertising impression, especially if the product is complex. Yet consider the following functions that can be performed by advertising :

i. Awareness building
If the prospect is not aware of the company or product, he may refuse to see the salesman, or the salesman may have to use up a lot of time in introducing himself and his company.

ii. Comprehension building
If the product represents a new concept, some of the burden of explaining it can be effectively carried on by advertising.

iii. Efficient reminding
If the prospect knows about the product but is not ready to buy, an advertisement reminding him of the product would be much more economical than a sales call.

iv. Lead generation
Advertisements carrying return coupons are an effective way to generate leads for salesmen.

v. Legitimation
Company salesmen can use tear sheets of the company's advertisements to legitimatize their company and products.

vi. Reassurance
Advertising can remind customers how to use the product and reassure them about their purchase.

There is substantial research which has confirmed the important role played by advertising in a well-designed promotion programme for industrial products and the effectiveness of four promotional tools: personal selling, advertising, education and publicity.

The typical sales transaction process was divided into four stages: awareness, comprehension, conviction, and order.

The results show that advertising, along with publicity, plays the most important role in the awareness stage, more than is played by "cold calls" from salesmen. Customer comprehension is primarily affected by education, with advertising and personal selling playing secondary roles, each equal to the other. Customer conviction is influenced most by personal selling followed closely by advertising. Finally, closing the sale is predominantly a function of the sales call. These findings have important practical implications. First, the company could effect promotional economies by cutting back on salesmen's involvement in the early stages of the selling job so that they could concentrate on the vital phase - closing the sale. Second, in relying on advertising to do more of the job, it should take different forms, some addressed to building product awareness and some to creating conviction.

Moreover research sought to determine the relative roles of the company's reputation (built mainly by advertising) and the company's sales presentation (personal selling) in producing sales:

The variables were the quality of the presentation and whether the salesman represented a well-known company, a less known but creditable company, or an unknown company.

The reaction and ratings of the buyer groups indicated the following:

i	A company's generalized reputation (the source effect) has a positive influence on sales prospects in improving the chances of       a) getting a favorable first hearing, and       b) getting an early adoption of the product. Therefore, to the extent that corporate advertising can build up the company's reputation (other factors also shape its reputation), this will help the company's salesmen.
ii.	Salesmen from well-known companies have an edge in getting the sale, provided that their sales presentation is up to the expected standards. If, however, a salesman from a lesser-known company makes a highly effective sales presentation, this can overcome his disadvantage. To this extent, smaller companies may find it better to use their limited funds in selecting and training better salesmen rather than in advertising.
iii.	Company reputations tend to have the most effect where the product is complex, the risk is high, and the purchasing agent is less professionally trained.

In general, the research findings confirm the constructive role of both advertising and the source effect in the industrial marketing process. Findings such as these have been developed into a formal model for apportioning promotional funds between advertising and personal selling on the basis of the selling tasks that each performs more economically.

	PERSONNEL SELLING RATING
	Selling for Distribution Channel Stock Position Increase
	Selling for Company Stock Position Decrease
	Selling for Discounted Stocks
	Selling for Enthusiasm Building
	Missionary Selling

H61         Grid Definition

2. The role of personal selling in marketing

The role of a company's force in consumer marketing would appear to be small relative to brand advertising and many consumer companies use their salesforce (or a dealer salesforce) mainly to collect weekly orders from dealers and to see that sufficient stocks are held and displayed. The common feeling is that "salesmen put products on shelves and advertising takes them off".

Yet even here, an effectively trained salesforce can make three important contributions:

i	Increased stock position. Persuasive salesmen can influence dealers to take more stock or devote more self to the company's brand.
ii.	Enthusiasm building. Persuasive salesmen can build dealer enthusiasm for a new product by dramatizing the planned advertising and sales promotion backup.
iii.	Missionary selling. Salesmen are crucial in any effort to sign up more dealers to carry the company's brands.

Within the same consumer industry companies can be found with quite different relative emphasis on the advertising, personal-selling mix. Some rely very heavily on sales-force "push", while many of their competitors rely more heavily on advertising "pull"; some put most of its promotional money into advertising, while others put most of it into personal selling.

PROMOTION + ORGANIZATION
THE INDUSTRY

Members of the marketing organization have strong and varying feelings about the proper proportions of the company's promotion money to spend on the different promotools. Individual sales managers find it hard to understand how the company could get more value by spending a relatively large amount of money on a one-minute television commercial than by hiring an additional salesmen for a whole year. Public relations also feels that the company can realize more through switching some of the advertising budget into publicity efforts. There is much disagreement on how money should be divided between advertising and sales promotion, and within advertising between institutional and brand advertising, and within sales promotion between consumer and trade deals.

Historically, companies left these decisions to different people. No one was given the responsibility for thinking through the roles of the various promotional tools and coordinating the company's communication and promotion mix.

Efficient companies are moving rapidly toward the concept of integrated communications. This concept calls for:

i	Developing a corporate position, such as marketing communications director, who has overall responsibility for the company's persuasive communication efforts.
ii.	Working out a philosophy of the role and the extent to which the different promotools are to be used.
iii.	Keeping track of all promotional investments by product, promotool, stage of product life cycle, and observed effect, as a basis for improving subsequent effective use of each tool.
iv.	Coordinating the promotional inputs and their timing when major campaigns take place.

One reason for this organizational integration is that an increasing number of promotional campaigns are multi-tooled and multi-brand. In introducing a new product, the company has to co-ordinate advertisements in the major media, distributor handling, trade deals, customer deals, and publicity. Introduction of the new brand may even be tied to existing brands. All of this takes careful planning, timing, vision and authority.

Another argument is that normally records are not kept of the different promotional effects tried for various company products. One product manager may be considering a special premium to boost sales, unaware that this type of premium bombed for another product manager. By centralizing and analyzing data on promotional efforts for a Product over time and across products, the company is an excellent position to improve its promotional planning.

Finally, integrated management of promotional activities promises more consistency in the company's meaning to its buyers and audiences. It places a responsibility in someone's hand - where none existed before - to constructively worry about the company's image as it comes through the thousand activities the company carries on. It leads to the determination of a total marketing communications strategy aimed at showing how the company can help customers solve their problems.

	ORGANIZATION RATING
	Formal Corporate Position in Company
	Formal Corporate Responsibility for Promotion
	Established Working Plan for Promotion
	Monitoring of Marketing Mix -v- Promotional Spend
	Co-ordination of Promotional -v- Marketing Campaigns

H62

	MARKETING COSTS
	Advertising Costs
	Sales Costs
	Distribution Costs
	After Sales Costs
	Total Marketing Costs

H63      Grid Definition

HISTORIC FINANCIAL DATA

F_H- FIN_HIST.HTM   HISTORIC FINANCIAL DATA

 Financial Definitions

PROMOTIONAL MIX
FINANCIAL DATA FORECAST

PROMOTIONAL MIX BASED BALANCE SHEET FORECASTS

The PROMOTIONAL MIX FINANCIAL SCENARIOS BALANCE SHEET FORECASTS section gives a series of Balance Sheet Forecasts for the industry using a number of assumptions relating to the promotional decisions available to the marketing management of the industry.

The Balance sheet forecast given shows the effects of promotional improvements which Marketing Management is likely to recommend:

PROMOTIONAL MIX FINANCIAL SCENARIOS

- Base Forecast : Median Market Scenario

- Marketing Product Launch Cost Scenario

- Marketing Expenditure
- Variable Marketing Cost Objectives
- Selling Cost Objectives
- Advertising Cost Objectives
- Promotional & Pricing Cost Objectives
- Promotional Expenditure

Managers in the industry will, in both the short-term and the long-term, have vital decisions to make regarding the promotional improvements, margins and profitability and these decisions will need to be evaluated in light of the customers, markets, competitors, products, industry and internal factors. The scenarios given isolate a number of the most important factors and provide balance sheet forecasts for each of the scenarios.

The data provides a short and medium term forecast covering the next 6 years for each of the Forecast Financial and Operational items. The Financial and Operational Data sections show each of the items listed below in terms of forecast data and covers a period of the next 6 years.

Marketing Product Launch Scenario

FPL - FINAMKTG.HTM  PRODUCT LAUNCH MARKETING DATA 

IPL - FINBMKTG.HTM  PRODUCT LAUNCH MARKETING RATIOS  

Base Forecast :Median Market Scenario

F0M|     MEDIAN  FORECAST: Financials

G0M|     MEDIAN  FORECAST: Margins & Ratios

Marketing Expenditure

F01|     MARKETING EXPENDITURE :Financials

G01|     MARKETING EXPENDITURE :Margins & Ratios

Variable Marketing Cost Objectives

F26|     VARIABLE MARKETING COST OBJECTIVES :Financials

G26|     VARIABLE MARKETING COST OBJECTIVES :Margins & Ratios

Selling Cost Objectives

F30|     SELLING COST OBJECTIVES :Financials

G30|     SELLING COST OBJECTIVES :Margins & Ratios

Advertising Cost Objectives

F31|     ADVERTISING COST OBJECTIVES :Financials

G31|     ADVERTISING COST OBJECTIVES :Margins & Ratios

Promotional & Pricing Cost Objectives

F32|     PROMOTIONAL & PRICING COST OBJECTIVES :Financials

G32|     PROMOTIONAL & PRICING COST OBJECTIVES :Margins & Ratios

Promotional Expenditure

F40|     PROMOTIONAL EXPENDITURE :Financials

G40|     PROMOTIONAL EXPENDITURE :Margins & Ratios

FIN_DEFI.HTM  FINANCIAL DEFINITIONS

 

INDEX

Advertising, 2
Advertising Costs, 31, 36
ADVERTISING COSTS FORECAST, 44
ADVERTISING RATING, 15
ADVERTISING -v- SELLING, 3
Advertising : Expressiveness, 3
Advertising : Pervasiveness, 3
Advertising : Public Presentation, 3
After Sales Costs, 31
AFTER-SALES COSTS, 36
AFTER-SALES COSTS FORECAST, 44
Amplified expressiveness, 2
Awareness Building, 15, 19

Balance Sheet Advertising Cost Objectives, 58
Balance Sheet Base Forecast : Median Market Scenario, 40
Balance Sheet Marketing Expenditure, 46
Balance Sheet Promotional Expenditure, 66
Balance Sheet Promotional & Pricing Cost Objectives, 62
Balance Sheet Selling Cost Objectives, 54
Balance Sheet Variable Marketing Cost Objectives, 50

Comprehension Building, 15, 19
Consumer -v- Industrial, 14
Cultivation, 7

Distribution Costs, 31
DISTRIBUTION + HANDLING COSTS, 36
DISTRIBUTION + HANDLING COSTS FORECAST, 44
Dramatization, 8

Efficient Reminding, 15, 19
Enthusiasm building, 25
Established Working Plan for Promotion, 27

Financial data definitions, 71
Financial forecast notes, 38
Financial Ratios Advertising Cost Objectives, 60
Financial Ratios Base Forecast : Median Market, 42
Financial Ratios Marketing Expenditure, 48
Financial Ratios Promotional Expenditure, 68
Financial Ratios Promotional & Pricing Cost Objectives, 64
Financial Ratios Selling Cost Objectives, 56
Financial Ratios Variable Marketing Cost Objectives, 52
Formal Corporate Position in Company, 27
Formal Corporate Responsibility for Promotion, 27
Formal Co-ordination of Promotional -v- Marketing, 27

High veracity, 8
HISTORIC FINANCIAL DATA, 35
HISTORIC MARKETING COST RATIOS & MARGINS, 37
HISTORIC MARKETING COSTS & MARGINS, 36

Impersonality, 2
Increased stock position, 25
Insistent presence, 13

Lead Generation, 15, 19
Legitimation, 19
Legitimation & Reassurance, 15

MARKETING COSTS, 31, 37
MARKETING COSTS FORECAST, 44
MARKETING FACTORS FORECAST, 45
MARKETING MARGINS + RATIOS FORECAST, 45
MARKETING OPERATIONAL RATIOS, 37
MARKETING OPERATIONAL RATIOS FORECAST, 45
MARKETING RATIO, 37
MARKETING RATIOS FORECAST, 45
Missionary Selling, 21, 25
Monitoring of Marketing Mix -v- Promotional Spend, 27

Off guard, 8
Operational Costs Advertising Cost Objectives, 59
Operational Costs Base Forecast : Median Market, 41
Operational Costs Marketing Expenditure, 47
Operational Costs Promotional Expenditure, 67
Operational Costs Promotional & Pricing Cost Objectives, 63
Operational Costs Selling Cost Objectives, 55
Operational Costs Variable Marketing Cost Objectives, 51
Operational Margins Advertising Cost Objectives, 61
Operational Margins Base Forecast : Median Market, 43
Operational Margins Marketing Expenditure, 49
Operational Margins Promotional Expenditure, 69
Operational Margins Promotional & Pricing Cost Objectives, 65
Operational Margins Selling Cost Objectives, 57
Operational Margins Variable Marketing Cost Objectives, 53
ORGANIZATION RATING, 27

Personal confrontation, 7
Personal selling, 7
PERSONNEL SELLING RATING, 21
Pervasiveness, 2
Product demeaning, 13
PROFIT RATIOS, 37
PROFIT RATIOS FORECAST, 45
PROMOTION MIX, 14
PROMOTION + ORGANIZATION, 26
PROMOTIONAL MIX, 1
PROMOTIONAL MIX FORECASTS, 39
Public presentation, 2
Publicity, 8
Publicity Effect : Accepted Veracity, 9
Publicity Effect : Dramatization, 9
Publicity Effect : Off Guard perceptions, 9
PUBLICITY + SALES PROMOTION, 9

Reassurance, 19
Response, 7
Role of advertising in marketing, 19
Role of personal selling in marketing, 25

Sales Costs, 31, 36
SALES COSTS FORECAST, 44
Sales Promotion, 13
Sales Promotion : Insistent, 9
Sales Promotion : Product Demeaning, 9
Selling for Company Stock Position Decrease, 21
Selling for Discounted Stocks, 21
Selling for Distribution Channel Stock Position, 21
Selling for Enthusiasm Building, 21
Selling : Prospect Cultivation, 3
Selling : Sales Technique, 3

Total Marketing Costs, 31, 36
TOTAL MARKETING COSTS FORECAST, 44

CONTENTS

ADVERTISING -v- SELLING
Advertising : Expressiveness
Advertising : Pervasiveness
Advertising : Public Presentation
Advertising Cost Objectives
Advertising Costs
ADVERTISING RATING
Advertising
After Sales Costs
Amplified expressiveness
Awareness building
Awareness Building
Base Forecast : Median Market Scenario
Co-ordination of Promotional -v- Marketing Campaigns
Comprehension building
Comprehension Building
Consumer -v- Industrial
Cultivation
Distribution Costs
Dramatization
Efficient reminding
Efficient Reminding
Enthusiasm building
Established Working Plan for Promotion
Formal Corporate Position in Company
Formal Corporate Responsibility for Promotion
High veracity
HISTORIC FINANCIAL DATA
Impersonality
Increased stock position
Insistent presence
Lead generation
Lead Generation
Legitimation & Reassurance
Legitimation
MARKETING COSTS
Marketing Expenditure
Marketing Product Launch Scenario
Missionary selling Variable Marketing Cost Objectives
Missionary Selling
Monitoring of Marketing Mix -v- Promotional Spend
Off guard
ORGANIZATION RATING
Personal confrontation
Personal selling
PERSONNEL SELLING RATING
Pervasiveness
Product demeaning
PROMOTION + ORGANIZATION
PROMOTION MIX
Promotional & Pricing Cost Objectives
Promotional Expenditure
PROMOTIONAL MIX FORECASTS
PROMOTIONAL MIX
Public presentation
PUBLICITY + SALES PROMOTION
Publicity Effect : Accepted Veracity
Publicity Effect : Dramatization
Publicity Effect : Off Guard perceptions
Publicity
Reassurance
Response
Role of advertising in marketing
Role of personal selling in marketing
Sales Costs
Sales Promotion : Insistent
Sales Promotion : Product Demeaning
Sales Promotion
Selling : Prospect Cultivation
Selling : Sales Technique
Selling Cost Objectives
Selling for Company Stock Position Decrease
Selling for Discounted Stocks
Selling for Distribution Channel Stock Position Increase
Selling for Enthusiasm Building
Total Marketing Costs

PROMOTIONAL MIX
Advertising
Public presentation
Pervasiveness
Amplified expressiveness
Impersonality
Personal selling
Personal confrontation
Cultivation
Response
Publicity
High veracity
Off guard
Dramatization
Sales Promotion
Insistent presence
Product demeaning
PROMOTION MIX
Consumer -v- Industrial
Role of advertising in marketing
Awareness building
Comprehension building
Efficient reminding
Lead generation
Legitimation
Reassurance
Role of personal selling in marketing
PROMOTION + ORGANIZATION
HISTORIC FINANCIAL DATA
PROMOTIONAL MIX FORECASTS
ADVERTISING -v- SELLING
Advertising : Public Presentation
Advertising : Pervasiveness
Advertising : Expressiveness
Selling : Sales Technique
Selling : Prospect Cultivation
PUBLICITY + SALES PROMOTION
Publicity Effect : Accepted Veracity
Publicity Effect : Off Guard perceptions
Publicity Effect : Dramatization
Sales Promotion : Insistent
Sales Promotion : Product Demeaning
ADVERTISING RATING
Awareness Building
Comprehension Building
Efficient Reminding
Lead Generation
Legitimation & Reassurance
PERSONNEL SELLING RATING
Selling for Distribution Channel Stock Position Increase
Selling for Company Stock Position Decrease
Selling for Discounted Stocks
Selling for Enthusiasm Building
Missionary Selling
ORGANIZATION RATING
Formal Corporate Position in Company
Formal Corporate Responsibility for Promotion
Established Working Plan for Promotion
Monitoring of Marketing Mix -v- Promotional Spend
Co-ordination of Promotional -v- Marketing Campaigns
MARKETING COSTS
Advertising Costs
Sales Costs
Distribution Costs
After Sales Costs
Total Marketing Costs
Base Forecast : Median Market Scenario
Marketing Product Launch Scenario
Marketing Expenditure
Variable Marketing Cost Objectives
Selling Cost Objectives
Advertising Cost Objectives
Promotional & Pricing Cost Objectives
Promotional Expenditure