1Preface
956.3 Persuasion Communication
2Chapter 1. Introduction to Marketing and Communication
966.3.1 Know Your Audience
31.1 Introduction
976.3.2 Get the Audience’s Attention
41.2 Evolution of the Marketing Communication concept
986.4 Ethical Issues in Selling
51.2.1 Product
996.5 Exercise
61.2.2 Price
100Chapter 7. Personal Selling in Practice
71.2.3 Distribution
1017.1 The Personal Selling Process
81.2.4 Promotion
1027.1.1 Narrowing the Target Market and Customer Field
91.3 Marketing Communication Mix
1037.1.2 Identifying a Customer’s Wants
101.3.1 Advertising
1047.1.3 Three-Step Process to Develop a Market Orientation
111.3.2 Personal Selling
1057.2 The Pre-Approach
121.3.3 Sales Promotion
1067.2.1 Researching the Client
131.3.4 Direct Response Marketing
1077.2.2 Benefits of Careful Planning & Research
141.3.5 Public Relations
1087.3 The Approach
151.3.6 Sponsorship
1097.3.1 Getting in the Door
161.3.7 New Media in the 21st Century
1107.3.2 The Importance of First Impressions
171.4 The use of Marketing Communication Mix
1117.4 The Sales Presentation
181.5 Organizing for Marketing Communication
1127.4.1 Elements of Sales Presentation
191.6 The Future of Marketing Communication
1137.4.2 Opening Statement
201.7 Exercise
1147.4.3 The goal of a Presentation
21Chapter 2. Principles of Communication
1157.5 Handling Objectives
222.1 Nature of Communication
1167.5.1 Expect Objections
232.2 Communication objectives
1177.5.2 Meeting Objections
242.2.1 Objective 1: to Build Primary Demand
1187.6 Closing the sale: 7.6.1 Most Common Closing Techniques
252.2.2 Objective 2: to Create Brand Awareness
1197.7 Follow up
262.2.3 Objective 3: to Provide Relevant Information
1207.8 Exercise
272.2.4 Objective 4: to Influence Attitudes and Feelings
121Chapter 8. Principles of Sales Promotion
282.2.5 Objective 5: to Create Desires
1228.1 Nature and Scope
292.2.6 Objective 6: to Create Preferences
1238.2 Planning sales promotion
302.2.7 Objective 7: to Facilitate Purchase and Trial
1248.2.1 Consumers
312.2.8 Objective 8: to Create Loyal Customers
1258.2.2 Consumer Sales Promotion
322.2.9 The Communication Effects Pyramid
1268.2.3 Giveaways
332.2.10 Characteristics of Objectives
1278.2.4 Trade Promotions
342.3 The communication process
1288.2.5 Salesforce Promotions
352.3.1 Encoding
1298.2.6 Appropriateness of Sales Promotions
362.3.2 The Intended Message/the Encoded Message
1308.2.7 Developments in Sales Promotion Research and Practice
372.3.3 Message Transmission Happens Through a Medium or Channel
1318.2.8 Have One On Me
382.3.4 The Receiver
1328.2.9 Direct Marketing
392.4 Semiotics
1338.3 Sales Promotion Objectives: 8.3.1 Sales Promotion Techniques
402.4.1 The Meaning
1348.4 Types of Sales Promotion Activities
412.4.2 Signals, Signs and Symbols
1358.4.1 Discounted Products
422.4.3 Persuasive Communication
1368.4.2 Free Shipping/Free Returns
432.4.4 Barriers to Effective Communication
1378.4.3 Flash Sale
442.5 Exercise
1388.4.4 Buy More, Save More
45Chapter 3. Nature and Scope of Advertising
1398.4.5 Product Giveaways/Branded Gifts
463.1 Advertising Defined
1408.4.6 Loyalty Points
473.2 Characteristics of Advertising
1418.4.7 Coupon Giveaway
483.2.1 Types of Advertising Based on the Level of Penetration
1428.4.8 Competitions
493.2.2 Types based on the Medium Used
1438.4.9 Price Match Promise
503.2.3 Objectives of Advertising
1448.4.10 Holiday Promotions
513.2.4 Importance of Advertising
1458.5 Planning and Sales promotion Strategy
523.2.5 Advantages of Advertising
1468.5.1 Assess Communication Opportunities
533.2.6 Disadvantages of Advertising
1478.5.2 Select Communication Channels
543.2.7 Advertising Examples
1488.5.3 Select Objectives
553.3 Classification of Advertising
1498.5.4 Determine Promotion Mix
563.3.1 Classification by Function
1508.5.5 Develop Message
573.3.2 Classification Based on Region
1518.5.6 Develop Promotion Program Budget
583.3.3 Classification Based on Targeted Markets
1528.5.7 Determine Program Effectiveness
593.3.4 Classification Based on Company Demand
1538.6 Exercise
603.3.5 Classification Based on Desired Responses
154Chapter 9. Principles of Direct Marketing
613.3.6 Classification by Media
1559.1 What is Direct Marketing?
623.3.7 Classification by Target Audience
1569.1.1 The Purpose and Uses of Direct Marketing
633.3.8 Classification by Geographic Area
1579.1.2 Data: The Key to Effective Direct Marketing
643.4 How Advertising Works
1589.1.3 Direct Marketing in Action
653.4.1 And Let’s Not Forget
1599.1.4 Advantages and Disadvantages of Direct Marketing
663.4.2 How Advertising Makes Us Buy?
1609.1.5 Direct Marketing in the IMC Process
673.5 Role of Advertising in Marketing Program
1619.2 A Brief History of Direct Marketing
683.6 Advertising Objectives
1629.2.1 The Arrival of the Printing Press
693.6.1 Criteria for Setting Objectives
1639.2.2 Direct Marketing Advances – colonization of the Americas
703.6.2 Types of Advertising Objectives
1649.2.3 Aaron Montgomery Ward – Considered to be the Founder of Direct Marketing
713.6.3 Examples of Advertising
1659.2.4 The Arrival of Computers
723.7 Role of Advertisement in Building Brand Equity
1669.2.5 1967 – Lester Wunderman coins the phrase “Direct Marketing.”
733.7.1 Brand Awareness
1679.2.6 The 1970s – An explosion of color
743.7.2 Brand Associations
1689.3 The Growth of Direct Marketing
753.7.3 Perceived Quality
1699.3.1 Direct Mail
763.7.4 Brand Reputation
1709.3.2 Telephone-based Direct Marketing (telemarketing)
773.7.5 Brand Loyalty
1719.3.3 Magazines
783.8 Exercise
1729.3.4 Newspapers
79Chapter 4. Planning the Advertising Campaign
1739.3.5 Television
804.1 Introduction
1749.4 Exercise
814.2 Creators of Advertising
175Chapter 10. Direct Marketing in Practice
824.2.1 Advertiser
17610.1 Planning the Direct Marketing Campaign
834.2.2 Advertising Agencies
17710.1.1 Waging a Direct-Mail Campaign
844.3 Exercise
17810.1.2 Creating Your Direct Mail Materials
85Chapter 5. Advertising Creativity
17910.2 Database Marketing
865.1 Creativity in Advertising
18010.2.1 Who Employs Database Marketing?
875.1.1 What is Creativity?
18110.2.2 For what Kinds of Customers is Database Marketing Effective?
885.1.2 The Creative Process
18210.2.3 How is a Database Marketing Campaign Developed?
895.2 Exercise
18310.3 The Future of Direct Marketing
90Chapter 6. Principles of Personal Selling
18410.4 Exercise
916.1 Selling, Salesmanship and Personal Selling
185Appendix
926.2 Advantages and Disadvantages of Personal Selling
186Glossary
936.2.1 Advantages of Personal Selling
187Index
946.2.2 Disadvantages of Personal Selling
