Advertising Management
Assignment No. 1
Discuss and explain the elements of the sales hexagon.
Sales Hexagon
It consists of elements where the general goal is to promote product or service
salesability.
6 Elements of the Sales Hexagon
1. Advertising
Perform the functions of informing, educating, and persuading prospective
buyers or market participants. Advertising is a paid form of non-personal
communication of information about products, services, ideas, or institutions
using the mass media of communication with the intention of selling or
securing favorable consideration.
Advertising is never free, it is always paid and it is expensive.
Advertising may serve several purposes, as follows:
- Brand Advertising, which aims to stimulate demand for a particular product.
- Institutional Advertising, which aims to develop goodwill for a company or
industry.
- Classified Advertising, which aims to inform prospects regarding
opportunities such as buy and sell, events and employment.
- Promotional Advertising, which aims to inform prospects about promotional
activities such as a special sale.
- Advocacy advertising, which aims to convince audiences regarding a
particular cause.
2. Personal Selling
Personal Selling is a direct, face to face contact among buyer, seller and
product, intended to convince the buyer to purchase the product offered for
sale.
It can be in store or non-store selling.
- In-store selling: a selling scenario where the buyer has a defined need; it isthe
buyer who goes to the selling outlet to purchase whatever product he needs.
- Non-store selling: prospects do not have defined need, thus salesmen need
todevelop attention, interest, desire and action within them, in order to
convincethem to accept the product being offered.
In personal selling, it is important to build trust and a long-term relationship
with the customer.
3. Publicity
A non-paid, non-personal communication of information about products and
services that also uses the mass media.
4. Public Relations
is another element with the purpose of creating goodwill or to create good
image of the product or services.
An example of this is SM. Because their company is successful, they give
scholarships to students and also other companies or corporates. They have
social responsibility. It is giving help to those in need.
5. Sales Promotion
Sales Promotion includes activities that will promote to increase sales for the
product or service by planning for freebies or samples, premiums, price off,
and contest.
6. Merchandasing
Merchandising which is the final element with the purpose of planning for the
right product or service at the right time, for the right market, and the right
price.
What is Integrated Marketing Communication? How are you going to attain that?
Explain
The Integrated marketing communications (IMC) is the process of unifying a brand’s
messaging to make it consistent across all media that the brand uses to reach its target
audience. It is a tactical strategy that directs communication across all marketing
channels. Organizations connect with their audience through a variety of ways. similar
to "traditional channels" like television, radio, newspapers, out-of-home advertising, and
mailboxes. Additionally, many companies consider it necessary to concentrate on
several marketing channels at once. To make this multichannel marketing effective in
reaching marketing goals, a strategic approach is needed. Integrated Marketing
Communication (IMC) is important because companies' need for consistency
throughout the whole customer journey helps with brand-building. Properly using the
right mix of marketing channels helps boost campaign effectiveness and also
contributes to marketing channels reinforcing each other.
Critic and have a discussion in the video. Relate the things that we have discusses
earlier.
Thai Life Insurance is a very creative commercial. They really caught the intention of the
audience. It really shows love, kindness, and community. And also, they show that there
are more important things in life than money and fame. They show that you should care
for people no matter what and take life as an opportunity to make the people around
you happy and to help make yourself happier through the process. And the point of the
commercial is to provide life insurance that can protect your loved ones.
The commercial is an advertisement to encourage people to get life insurance. This
commercial became trending because people's hearts were attracted to the story. It is
an advertisement that is long but detailed and shows well the message it wants to
convey to the audience. It is said that an advertisement is never free, it is paid. The
payment of Thai Life Insurance was definitely worth it because it became trending and
many became emotional and saw the importance of life insurance in people's lives. In
this era, it is important that an advertisement or commercial be trending so that it can be
said to be an effective advertisement.
