Chapter 15-18 Final Exam Study Guide

Determines whether the ad communicates intended

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Determines whether the ad communicates intended message or whether another ad should be chosen. Pretests conducted before placed in medium Portfolio tests with test copy alternatives Jury tests: show ad copy to panel and have them rate it. No alternate ads Theater test: most sophisticated. Consumer view and then answer questions “Carrying out the advertising program”- done by 3 agencies The full-service agency provides the most complete range of services: market research, media selection, copy development, artwork, and production. 15% commission Limited-service agencies specialize in one aspect of the advertising process, such as providing creative services to develop the advertising copy. Compensated by a contractual agreement for the services performed In-house agencies made up of the company's own advertising staff may provide full services or a limited range of services. ASSESSING THE ADVERTISING PROGRAM “Post-testing the advertising” After been shown to target audience- 5 approaches 1. Aided Recall: asking with prompting 2. Unaided Recall: asking with no prompting 3. Attitude Tests: changes in attitude after campaign 4. Inquiry Tests: additional info, sample, premiums offered to viewers 5. Sales Tests: controlled experiments CHAPTER 17: Personal Selling and Sales Management Scope and Significance of Personal Selling and Sales Management Personal selling : The two-way flow of communication between a buyer and seller, often in a face-to-face encounter, designed to influence a person’s or group’s purchase decision Salespeople are the critical link between the firm and its customers Salespeople are the company in a consumer’s eyes
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Personal selling may play a dominant role in a firm’s marketing program Sales management : Planning the selling program and implementing and evaluating the personal selling effort of the firm tasks involved include setting objectives; organizing the salesforce; recruiting, selecting, training, and compensating salespeople; and evaluating the performance of individual salespeople Virtually every occupation that involves customer contact has an element of personal selling Relationship selling : The practice of building ties to customers based on a salesperson’s attention and commitment to customer needs over time. Salespeople create customer value by easing customer buying process, available in any situation, and by following through after the sale Relationship selling involves mutual respect and trust Personal Selling Process: Sales activities occurring before and after the sale itself Consisting of six stages: (1) prospecting, (2) preapproach, (3) approach, (4)presentation, (5) close, and (6) follow-up
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Prospecting: Identifying and Qualifying Prospective Customers o The search for and qualification of potential customers o Three types: o Lead : The name of a person who may be a possible customer o Prospect : A customer who wants or needs the product o Qualified Prospect:
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