PUBLICITY:PERSONAL SELLING, ROLE OF SALES PERSON, FUTURE OF GLOBAL ADVERTISING

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Advertising and Promotion (MKT621)

Lesson 26

PUBLICITY

OVERVIEW

In this lecture we will apprise the students regarding publicity its power advantages and

disadvantages. It will also be explain regarding the company's inability to have control over

publicity as compared with advertising moreover this lecture will also cover personal selling its

importance role advantages and disadvantages. Finally international advertising and the future

of global advertising will be discussed.

PUBLICITY

Many a times the question has arisen as to what is publicity. It is infect the creation of news

about a person; product or service that appears in electronic or print media.

POWER OF PUBLICITY:

In order to understand publicity it will be appropriate to first of all know its power. This is

explained below:

1. Highly Credible.

2. Information endorsed by medium in which it appears.

3. News value and frequency of exposure generated by it makes it powerful.

4. Publicity is news and people like to pass on information having news value.

ADVANTAGES OF PUBLICITY:

Using publicity the companies can have following advantages:

· Credibility.

· News value.

· Significant "word of mouth" Communication.

· A perception of being endorsed by media.

DISADVANTAGES OF PUBLICITY:

Despite being useful and powerful publicity does have some disadvantages as under:

· Potential for negative publicity.

· Timing not always completely under control of marketer.

· Press release is major source of publicity, so may not be reported the way desired.

CONTROL OVER PUBLICITY:

Being power medium unlike advertising companies have no control over publicity because

companies cannot do much to stop media from releasing negative information. However,

Publicity should be managed like any other promotional tool. In any case marketers must have

control as much as possible over time & place where information is released.

PERSONAL SELLING:

One of the most important tool of selling today is called a personal selling which can be

explained as face to face selling and it involves direct person to person communication in this

the manufacturers directly sell their products to the customers. It eliminates the need of

intermediaries such as distributors, dealers and retailers and these functions are now performed

by the members of the sales team. The importance of personal selling varies from company to

company depending upon following four factors:

· The nature of product or service to be sold.

Advertising and Promotion (MKT621)

· Size of organization.

· Type of product.

· Belief of corporation in personal selling.

ASSIGNING ROLE TO PERSONAL SELLING:

How to determine what to accomplish through your sales team and what the specific task the

members of the sales team must attain for the company. A manager must be guided by the

following questions before the role and responsibility is assigned to personal selling.

· What communication objectives should be accomplished?

· e.g. creating awareness, demonstration.

· What are various alternative ways to accomplish communication objectives?

· e.g. promotional mix offers various elements.

· How effective is each of the elements in accomplishing communication objectives?

Criteria to determine `how cost effective is each element'?

a) The cost

b) Benefits/Returns

c) The Reach

d) Uniqueness & Consistency of Message.

ROLE OF SALES PERSON:

The role and responsibility assign to a sales person varies from company to company and it also

depends to some extend on the product category. Some of the roles or responsibilities of a sales

person are given below; however, it may not be an exhaustive list.

1. Prospecting: It is the process of locating new customers.

2. Identifying Customer need & wants: A sales person gathers more information on the

prospects and identifies the exact need of the customers and assists them in determining

their needs.

3. Providing solution to customer problem, or need: Here the sales person acts as an advisor

who offers potential customers various alternatives to solve their problems.

4. Attitude Change: Sales person tries to influence the customer favorably by showing them

the capability of the firm and the product.

5. Closing the sales: Getting the sales order from the customer is the one of the most difficult

role of a sales person. He must be trained from closing the sale because this is the ultimate

goal for which he or she has done the basic ground work.

6. Follow-up: The sales person should monitor the satisfaction level of the customer and

follow-up calls are important for maintaining good customer relationship. A smart sales

person continuously analysis the situation and getting the feed back from the customer

designs the message to specifically meet the customer's needs.

ADVANTAGES OF PERSONAL SELLING:

The nature of personal selling provides certain advantages over other promotional tools some

of these are given below:

· Possibility of 2 way interaction.

· Tailoring the message.

· Lack of distraction.

· Involvement in decision making.

· Adaptability to the situation.

Advertising and Promotion (MKT621)

DISADVANTAGES OF PERSONAL SELLING:

Some of the disadvantages associated with personal selling are as follows:

· Inconsistent message.

· Sales force / management conflict.

· High cost.

· Poor reach.

INTERNATIONAL ADVERTISING:

In view of the stiff competition trade challenges and business demands and consumer power the

manufacturers are looking for international markets in this century the new world trade order is

creating open market competition all over the world facilitating easy impost thereby

necessitating the need for the use international advertising. Following are the reasons to look

towards the use of international advertising:

· Limited options of expansion in domestic markets.

· Variations in brand liking between developed & developing markets.

· Global marketing approach.

· Growth of global media.

FUTURE OF GLOBAL ADVERTISING:

The new trade regimes being implemented in the world and the development and expansion of

media augurs very well for the future of global advertising. The following reasons prove

substantiates the need for global advertising as essential for sustaining in this very competitive

world.

· Media explosion.

· Stiff competition within.

· Variations in brand liking.

· Global marketing approach.

· New trade regimes.

· Growth of global media.

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