DOCSLIB.ORG

Advertising and Marketing 2014

Total Page：16

File Type：pdf, Size：1020Kb

Download full-text PDF Read full-text
Advertising and Marketing 2014 Advertising & Marketing in 19 jurisdictions worldwide 2014 Contributing editor: Rick Kurnit Published by Getting the Deal Through in association with: A & K Metaxopoulos and Partners Law Firm Anand and Anand Atsumi & Sakai Davis LLP Duncan Grehan & Partners Solicitors Estudio Antequera Parilli & Rodríguez Falconi Puig Abogados Frankfurt Kurnit Klein & Selz, PC Greiter Pegger Kofler & Partners, Attorneys-at-Law Kasznar Leonardos Intellectual Property MVVP Osborne Clarke Pagbam IP Sandel, Løje & Partners Scheja & Partner Rechtsanwälte Svoboda Chlumská Chru˚ma and Partners Schiller Abogados Thomson Geer TransAsia Lawyers CONTENTS Advertising & Marketing 2014 Introduction 3 Denmark 58 Rick Kurnit Johan Løje, Mette Højlund and Christian Contributing editor: Frankfurt Kurnit Klein & Selz, PC Nordendorf Olson Rick Kurnit Sandel, Løje & Partners Frankfurt Kurnit Klein & Selz, PC Argentina 4 Damaso A Pardo and Paula Fernandez Ecuador 66 Pfizenmaier Carlos Alberto Arroyo Del Rio and Juan Pagbam IP José Arias Delgado Getting the Deal Through is delighted to Falconi Puig Abogados publish the first edition of Advertising & Australia 12 Marketing, a new volume in our series of Peter Le Guay and Josh Simons Germany 71 annual reports, which provide international Thomson Geer Kristina Radtke, Boris Reibach and Jens- analysis in key areas of law and policy. Martin Heidemann Scheja & Partner Rechtsanwälte Austria 20 Following the format adopted throughout the series, the same key questions are Georg Huber, Stefan Kofler and Fabian Bösch Greece 77 answered by leading practitioners in each of Greiter Pegger Kofler & Partners, Attorneys- Vivian Vassilopoulou and Asterios Syssilas the 19 jurisdictions featured. at-Law A & K Metaxopoulos and Partners Law Firm Every effort has been made to ensure that Belgium 25 India 85 matters of concern to readers are covered. However, specific legal advice should always Jan Ravelingien and Carl Kestens Safir Anand be sought from experienced local advisers. MVVP Anand and Anand Getting the Deal Through publications are updated annually in print. Please ensure Brazil 32 Ireland 91 you are always referring to the latest print Rafael Salomão Aguillar and Gabriel Duncan Grehan and Conor Griffin edition or to the online version at www. Francisco Leonardos Duncan Grehan & Partners Solicitors GettingTheDealThrough.com. Kasznar Leonardos Intellectual Property Japan 98 Getting the Deal Through gratefully Canada 38 Chie Kasahara acknowledges the efforts of all the Chris Bennett, Bill Hearn and Dave Spratley Atsumi & Sakai contributors to this volume, who were Davis LLP chosen for their recognised expertise. Spain 103 Getting the Deal Through would also like to China 47 Ewgenia Gross and Gerhard W Volz extend special thanks to contributing editor Justina Zhang and Raimunda Sang Schiller Abogados Rick Kurnit of Frankfurt Kurnit Klein & Selz, TransAsia Lawyers PC for his assistance in devising and editing this volume. United Kingdom 111 Czech Republic 54 Stephen Groom and Emma Harrington Getting the Deal Through Karla Chlumská Osborne Clarke London Svoboda Chlumská Chru˚ma and Partners May 2014 Publisher The information provided in this publication is Gideon Roberton general and may not apply in a specific situation. [email protected] Legal advice should always be sought before taking any legal action based on the information Subscriptions provided. This information is not intended to Rachel Nurse create, nor does receipt of it constitute, a lawyer– [email protected] client relationship. The publishers and authors Published by accept no responsibility for any acts or omissions Business development managers Law Business Research Ltd contained herein. Although the information George Ingledew 87 Lancaster Road provided is accurate as of May 2014, be advised [email protected] London, W11 1QQ, UK that this is a developing area. Tel: +44 20 7908 1188 Alan Lee Fax: +44 20 7229 6910 Printed and distributed by [email protected] © Law Business Research Ltd 2014 Encompass Print Solutions No photocopying: copyright licences do not apply. Tel: 0844 2480 112 Dan White First published 2014 [email protected] ISSN 2055-6594 www.gettingthedealthrough.com 1 CONTENTS United States 119 Rick Kurnit and Hannah Taylor Frankfurt Kurnit Klein & Selz Venezuela 128 Ricardo Alberto Antequera Estudio Antequera Parilli & Rodríguez 2 Getting the Deal Through – Advertising & Marketing 2014 Frankfurt Kurnit Klein & Selz, PC INTRODUCTION Introduction Rick Kurnit Frankfurt Kurnit Klein & Selz, PC Advertising may be virtually any communication that affects con- extraordinary claims believable. Reliable reports of many satisfied sumers’ impressions about a marketer’s products or services, or even customers similarly provide a substitute for having to take the sell- policies and practices. Traditional media did not have much diffi- er’s word for the truth of his claims. And finally, a money-back guar- culty distinguishing editorial content from the paid insertions that antee suggests that performance is measurable and real. In short, were authored by an advertiser, but today the integration of brand facts, demonstrations, tests, endorsements, surveys, guarantees and messages into the content stream is exploding. This puts the burden other means to overcome consumers’ natural cynicism about claims on brands to oversee a wealth of content being generated by many made by advertisers and enhance the credibility of the advertiser’s different sources. Public relations professionals who have grown message must be supported by hard data and controlled proof. up in a world where their communications were mediated through It is not a question of what was intended. Advertising is judged independent media and therefore not viewed as advertising are now based on what is communicated and understood by the consumer. facing the need to review their materials against the stricter tests Thus we must define the relevant consumers who are likely to be of advertising. Press releases, letters to newspapers, content that is influenced by the advertising in making purchasing decisions. This placed or even made available in the stream of digital media may be raises the question of what these consumers understand before see- deemed to be advertising. The question of what constitutes ‘advertis- ing the advertising and what they take away from the advertising. ing’ in the online and social media arena is a moving target. Digital Regulators may view the communication from the perspective of media afford an instant opportunity to move from editorial to pur- the reasonable consumer to whom the advertising is directed acting chase, perhaps with a revenue share for the content provider, and reasonably in the circumstances. Or they may seek to protect the this too may cause the content to be viewed as advertising. ‘village idiot’: ‘the ignorant, the unthinking and the credulous who, Truth in advertising is largely a matter of the techniques that in making purchases, do not stop to analyze but are governed by salespeople have always used to overcome consumers’ tendency to appearances and general impressions’. Thus regulators may allow doubt the seller’s claims. Grandiose claims couched in extraordinary for a portion of the audience being confused, but in most jurisdic- superlatives, incapable of any kind of verification and not address- tions advertising must meet the test with respect to any substantial ing any specific or absolute characteristic of the product are mere portion of the audience. ‘puffery’. They get the consumer’s attention, but they are just ‘hot In the digital world in which the current generation has grown air’. They are not likely to convince the consumer to purchase the up, the consumer is likely to become more sophisticated and experi- product on any basis that the consumer cannot evaluate. Apparently enced in perceiving communications and discerning what is authentic objective or independent evidence that supports the advertiser’s and unbiased. The content that is now being created and displayed claims, particularly those the consumer cannot independently assess, on the world wide web is sponsored, supported, encouraged and provide the consumer with a reason to purchase. disseminated by advertisers in new ways and with new technologies. The crucial issue is whether the advertising makes an actual, Advertisers’ greatest asset is the brand equity of a trusted brand. A objectively provable claim about the product that is likely to influ- misstep in communications that tarnishes that brand or damages the ence consumers’ purchasing decisions or whether the claim is an brand’s relationship with consumers can be catastrophic. And in a obviously exaggerated representation that ‘ordinary consumers do global ecosystem a misstep in one part of the world can reverberate not take seriously’. Is there some aspect of the advertising that serves worldwide. Attorneys responsible for guiding advertisers on compli- to enhance the credibility of the advertiser? Is there some message ance with best practices and avoiding liability face an increasingly that serves to overcome consumers’ natural tendency to discount difficult task as different jurisdictions must be considered in review- the claims because they are made by the seller of the product? ing global communications and training communications profes- These messages of enhanced credibility will often be the distinction sionals to understand the universal principles that we
Load more

Recommended publications
  • Ethics in Advertising and Marketing in the Dominican Republic: Interrogating Universal Principles of Truth, Human Dignity, and Corporate Social Responsibility
    ETHICS IN ADVERTISING AND MARKETING IN THE DOMINICAN REPUBLIC: INTERROGATING UNIVERSAL PRINCIPLES OF TRUTH, HUMAN DIGNITY, AND CORPORATE SOCIAL RESPONSIBILITY BY SALVADOR RAYMUNDO VICTOR DISSERTATION Submitted in partial fulfillment of the requirements for the degree of Doctor of Philosophy in Communications in the Graduate College of the University of Illinois at Urbana-Champaign, 2012 Urbana, Illinois Doctoral Committee: Associate Professor William E. Berry, Chair and Director of Research Professor Clifford G. Christians Professor Norman K. Denzin Professor John C. Nerone ABSTRACT This research project has explored and critically examined the intersections between the use of concepts, principles and codes of ethics by advertising practitioners and marketing executives and the standards of practice for mass mediated and integrated marketing communications in the Dominican Republic. A qualitative inquiry approach was considered appropriate for answering the investigation queries. The extensive literature review of the historical media and advertising developments in the country, in conjunction with universal ethics theory, facilitated the structuring of the research questions which addressed the factors affecting the forces that shaped the advertising discourse; the predominant philosophy and moral standard ruling the advertising industry; the ethical guidelines followed by the practitioners; and the compliance with the universal principles of truth, human dignity and social responsibility. A multi- methods research strategy was utilized. In this qualitative inquiry, data were gathered and triangulated using participant observation and in-depth, semi- structured interviews, supplemented by the review of documents and archival records. Twenty industry leaders were interviewed individually in two cities of the country, Santo Domingo and Santiago. These sites account for 98% of the nation-states’ advertising industry.
    [Show full text]
  • Advertising and the Public Interest. a Staff Report to the Federal Trade Commission. INSTITUTION Federal Trade Commission, New York, N.Y
    DOCUMENT RESUME ED 074 777 EM 010 980 AUTHCR Howard, John A.; Pulbert, James TITLE Advertising and the Public Interest. A Staff Report to the Federal Trade Commission. INSTITUTION Federal Trade Commission, New York, N.Y. Bureau of Consumer Protection. PUB EATE Feb 73 NOTE 575p. EDRS PRICE MF-$0.65 HC-$19.74 DESCRIPTORS *Broadcast Industry; Commercial Television; Communication (Thought Transfer); Consumer Economics; Consumer Education; Federal Laws; Federal State Relationship; *Government Role; *Investigations; *Marketing; Media Research; Merchandise Information; *Publicize; Public Opinj.on; Public Relations; Radio; Television IDENTIFIERS Federal Communications Commission; *Federal Trade Commission; Food and Drug Administration ABSTRACT The advertising industry in the United States is thoroughly analyzed in this comprehensive, report. The report was prepared mostly from the transcripts of the Federal Trade Commission's (FTC) hearings on Modern Advertising Practices.' The basic structure of the industry as well as its role in marketing strategy is reviewed and*some interesting insights are exposed: The report is primarily concerned with investigating the current state of the art, being prompted mainly by the increased consumes: awareness of the nation and the FTC's own inability to set firm guidelines' for effectively and consistently dealing with the industry. The report points out how advertising does its job, and how it employs sophisticated motivational research and communications methods to reach the wide variety of audiences available. The case of self-regulation is presented with recommendationS that the FTC be particularly harsh in applying evaluation criteria tochildren's advertising. The report was prepared by an outside consulting firm. (MC) ADVERTISING AND THE PUBLIC INTEREST A Staff Report to the Federal Trade Commission by John A.
    [Show full text]
  • Product and Technical Demonstrations ----- Two Case Studies
    Product and Technical Demonstrations ----- Two Case Studies PIL Webinar 36 Feb. 15, 2018 1 Three Ways to Receive Information Written Video Oral (includes Product or Capability Demonstrations) 2 FAR Guidance on Each Method (see FAR 15.102) Written Video Oral “Shall”— clearly allowed, “May”— • Reps & Certs but no guidance is • Capability given • Past Performance • Signed Offer • Work Plans or Sheet Approaches • Exceptions to • Staffing Resources T&Cs • Transition Plans 3 More on Oral Presentations (see FAR 15.102) Streamline the Selection Process Lower B&P Costs Opportunity for Dialogue At any Time May Include During the Demonstrations Process and Tests 4 Product or Capability Demonstrations If you were buying a new car, would you rather— • read a hundred page report, or • take the car for a test ride? In some cases, it might make sense to do both – but still, the test ride (product or technical demonstration) is vitally important in a purchase decision... 5 Case Study 1: Customs and Border Protection (CBP) Non-Intrusive Inspection (NII) Density Meters 6 What is a Density Meter? (Think of a stud finder!) • When inspecting a car tire, the meter provides a reading of the density of that tire. • If the reading is much different than what would be expected, then the officer could infer that there was likely narcotics, etc. smuggled in the tires. 7 What is a Density Meter? Lets watch! Customs and Border Protection Officers catch some traffickers at the San Ysidro Port of Entry 8 Density Meter History • CBP began buying these in the 1990s. • Legacy products reaching end of life needed to be replaced.
    [Show full text]
  • Advertising & Marketing 2021
    Advertising & Marketing 2021 & Marketing Advertising Advertising & Marketing 2021 Contributing firm Frankfurt Kurnit Klein & Selz, PC © Law Business Research 2021 Publisher Tom Barnes [email protected] Subscriptions Claire Bagnall Advertising & [email protected] Senior business development manager Adam Sargent Marketing [email protected] Published by Law Business Research Ltd Meridian House, 34-35 Farringdon Street 2021 London, EC4A 4HL, UK The information provided in this publication Contributing firm is general and may not apply in a specific situation. Legal advice should always Frankfurt Kurnit Klein & Selz, PC be sought before taking any legal action based on the information provided. This information is not intended to create, nor does receipt of it constitute, a lawyer– client relationship. The publishers and authors accept no responsibility for any Lexology Getting The Deal Through is delighted to publish the eighth edition of Advertising & acts or omissions contained herein. The Marketing, which is available in print and online at www.lexology.com/gtdt. information provided was verified between Lexology Getting The Deal Through provides international expert analysis in key areas of February and March 2021. Be advised that law, practice and regulation for corporate counsel, cross-border legal practitioners, and company this is a developing area. directors and officers. Throughout this edition, and following the unique Lexology Getting The Deal Through format, © Law Business Research Ltd 2021 the same key questions are answered by leading practitioners in each of the jurisdictions featured. No photocopying without a CLA licence. Our coverage this year includes new chapters on Germany and Turkey. First published 2004 Lexology Getting The Deal Through titles are published annually in print.
    [Show full text]
  • Types of Media Options
    Types of Media Options Print Media: Newspapers and Magazines Magazines and newspapers are an important part of our lives. For many consumers, newspapers are their primary source of product information. They would not think of going shopping without checking to see who is having a sale or clipping coupons from the weekly food section or Sunday inserts. Many people read a number of different magazines each week or month to become better informed, or simply entertained. Individuals employed in various occupations rely on business magazines to keep them updated about trends and developments in their industries as well as in business in general. While most of us are excessively involved with the print media, it is important to keep in mind that only few newspapers or magazines could survive without the support of advertising revenue. The Role of Newspapers and Magazines The role of newspapers and magazines in the advertiser’s media differs from that of the broadcast media because they allow the presentation of detailed information that can be processed at the reader’s own pace. The print media are not intrusive, like radio and TV, and they generally require some effort on the part of the reader for the advertising message to have an impact. For this reason, newspapers and magazines are often referred to as “high involvement media”. Newspapers are received in nearly two-thirds of Indian households daily. Most magazines, however, reach a very selective audience. Like radio, they can be valuable in reaching specific types of consumers and market segments. While both magazines and newspapers are print media, the advantages and disadvantages of the two are quite different, as are the types of advertising each attracts.
    [Show full text]
  • Retail Industry Insights for Today's Retailers and Cpgs
    In-Store Outdoor Insights November 2014 RETAIL INDUSTRY INSIGHTS FOR TODAY’S RETAILERS AND CPGS Retail Insights: The Consumer Demand Opportunity! for Non-Food Demonstrations Look for the opportunity symbol In the latest Retail Perceptions trend report from Interactions Marketing, shoppers throughout the were asked their opinions on non-food demonstrations (think someone showing report and be sure you how to use makeup or a set of power tools)—and the responses were to check out the overwhelmingly in favor of non-food demonstrations. From improving the overall end of the survey retail experience to encouraging impulse purchases, shoppers say demonstrations for actionable opportunities are the tipping point between leaving an item on a shelf to purchasing a product for Retailers and and becoming loyal to that new brand. And get this—nearly half of all shoppers are Manufacturers willing to pay more for a product if it is explained through a product demonstration versus a competitor’s item that is not being demonstrated. The opportunities for retailers and manufacturers to engage with shoppers and drive sales span all Get This! categories. From cleaning products to power tools, shoppers say they’d open We’ve identified some their wallets a little wider if retailers added events to the in-store experience. insightful and sometimes surprising statistics. November 2014 EVERYONE KNOWS THAT FOOD DEMONSTRATIONS DRIVE SIGNIFICANT SALES, BUT THIS SURVEY SHOWS THAT SHOPPERS’ REACTION TO NON-FOOD DEMOS IS SOMETHING THAT RETAILERS AND CPGS CAN’T IGNORE. When given a choice between two retailers and all other things are equal— of shoppers prefer to spend their money at retailers that offer in-store product demonstrations over ones that don’t 1 © 2014 Interactions Consumer Experience Marketing, Inc.
    [Show full text]
  • The Obsolescence of Advertising in the Information Age
    RAMSI A. WOODCOCK The Obsolescence of Advertising in the Information Age AB S TRACT. The vast amount of product information available to consumers through online search renders most advertising obsolete as a tool for conveying product information. Advertis- ing remains useful to firms only as a tool for persuading consumers to purchase advertised prod- ucts. In the mid-twentieth century, courts applying the antitrust laws held that such persuasive advertising is anticompetitive and harmful to consumers, but the Federal Trade Commission (FTC) was unable to pursue an antitrust campaign against persuasive advertising for fear of de- priving consumers of advertising's information value. Now that the information function of most advertising is obsolete, the FTC should renew its campaign against persuasive advertising by treating all advertising beyond the minimum required to ensure that product information is available to online searchers as monopolization in violation of section 2 of the Sherman Act. A U T H 0 R. Assistant Professor, University of Kentucky College of Law. Tien Quoc Du Nguyen, F.M. Scherer, Sandeep Vaheesan, numerous colleagues at the University of Kentucky College of Law, and participants in two meetings, the 4 th Tilburg Law and Economics Center Workshop on Competition Policy and Regulation in Media and Telecommunications, and the 2017 American Business Law Journal Invited Scholars Colloquium, provided helpful comments. 2270 ARTICLE CONTENTS INTRODUCTION 2272 1. THE VALUE OF ADVERTISING 2278 II. THE MID-CENTURY ASSAULT ON ADVERTISING 2290 III.THE OBSOLESCENCE OF ADVERTISING 2299 IV. IMPLEMENTING AN ADVERTISING BAN 2308 A. Exclusionary Conduct 2309 B. Monopoly Power 2319 C.
    [Show full text]
  • Teradici Product Demo
    Case Study: Teradici Product Demo Teradici’s Situation: In the company’s early stages, Teradici needed to create a brand image, as well as messaging tools to convey the value and technological foundation of PC-over-IP technology, its desktop virtualization hardware solution. More than just driving sales, Teradici was looking to secure venture capital funding; attract industry leaders as http://www.viewstream.net/vs_portfolio/tera strategic partners and to join its executive team; and quickly gain a significant dici/trueexperience market presence. In building a high-tech company from the ground up, Teradici asked a challenging set of questions, including: How can Teradici explain its innovative technology and its benefits in a clear, concise way? How can this information be conveyed for a diverse audience that includes customers, funders, potential partners and news media? How can Teradici differentiate itself in a crowded, competitive field? Viewstream knew how to use effective content marketing tools to give Teradici instant credibility and valuable market share. Viewstream’s Solution: Viewstream created a website for Teradici that conveyed the company’s offering and served as an Viewstream developed brand imaging in line with short- and long-term business interactive home for engaging content marketing goals, and created a website and product demonstration that speak to a diverse yet targeted audience. These solutions work because they focus on: Messaging Viewstream crafted a brand identity, including company logo and key messaging, to incorporate into the website and the product demonstration. Informative Content Both the website and demo contain valuable information for all targets interested in learning more about Teradici’s technology and solution.
    [Show full text]
  • After Reading and Thinking About This Chap- Ter, You Will Be Able to Do the Following
    After reading and thinking about this chap- ter, you will be able to do the following: 1 CHAPTER 1 Explain why advertising is an essential feature of Advertising as a capitalistic economic systems. Process 2 CHAPTER 2 The Structure of the Describe manufacturers’ dependence on adver- Advertising Industry: tising, promotion, and branding in achieving bal- Advertisers, anced relationships with retailers. Advertising Agencies, and Support 3 Organizations Discuss several important eras in the evolution CHAPTER 3 of advertising in the United States, and relate The Evolution of important changes in advertising practice to Advertising more fundamental changes in society and culture. CHAPTER 4 Social, Ethical, and 4 Regulatory Aspects of Identify forces that may make the next decade Advertising a period of dramatic change for the advertising industry. 76 Part 1 The Process: Advertising in Business and Society The 1935 Lux advertisement shown in Exhibit 3.1 is undoubtedly curious to contemporary audi- ences. It is, however, typical of its time and very likely made perfect sense to its original audience. In the 1930s, in the middle of the Great Depres- sion, anxiety about losing one’s husband—and thus one’s economic well-being—to divorce was not unfounded. Targeted to a new generation of stay-at-home housewives anxious about their exclusion from the modern world of their hus- bands, during a period when losing one’s source of income could mean abject poverty or worse, in a society where daily bathing was still rare but where self-doubt about personal hygiene was on the rise, such an ad may have pushed just the right buttons.
    [Show full text]
  • Overview of Advertising Law Overview of Advertising Law
    Overview of Advertising Law Overview of Advertising Law – False, Misleading or Deceptive Advertising – Types of Advertising Claims – Disclaimers – Puffery – Comparative Advertising – Endorsements and Testimonials – Packaging and Labeling – Social Media – Email Marketing Overview • Special Issues in Advertising Law – Environmental Claims – Advertising to Children – Sector-Specific Regulations – Contests and Sweepstakes – Trademark Notices in Advertising • Advertising Checklist Advertising Law • Protects consumers (by enabling them to make informed decisions) and businesses (by ensuring a level playing field). • Most countries regulate advertising through legislation and regulations. • Self-regulatory bodies in some jurisdictions (e.g., NAD in the US, Advertising Standards Canada). • Check with local counsel for clearance of advertising in foreign countries. False, Misleading or Deceptive Advertising • Generally, untrue, misleading or deceptive statements in advertising are prohibited when the statement is “material,” meaning that it could influence a purchasing decision. • Visual representations may be as misleading as words. • An advertisement may be misleading as a result of the omission of material facts. False, Misleading or Deceptive Advertising • Common examples of misleading advertisements include: – Hidden fees – Inaccurate or misleading claims – Inaccurate comparisons with other products – Prominent claims that are contradicted by fine- print disclaimers Types of Advertising Claims • Express Claim: A statement that is likely to
    [Show full text]
  • A Consumer Behavioral Approach to Resale Price Maintenance
    VIRGINIA LAW & BUSINESS REVIEW VOLUME 12 FALL 2017 NUMBER 1 A CONSUMER BEHAVIORAL APPROACH TO RESALE PRICE MAINTENANCE Thomas K. Cheng† ABSTRACT This Article reexamines the various pro-competitive justifications and theories of harm for resale price maintenance (“RPM”), one of the most controversial practices in antitrust law. It argues that the existing literature overlooks three important issues regarding RPM, namely, the kind of retail service invoked in a justification, the kind of retailer at issue, and the prevailing model of consumer behavior. All three issues have important implications for the plausibility and validity of the various justifications and theories of harm for RPM. It argues that most of the existing literature presumes the inter-brand primacy model of consumer behavior. Once this model is not applicable, much of the prevailing analysis breaks down and the legality of RPM needs to be reconsidered. In particular, this Article demonstrates that many of the accepted justifications for RPM are of doubtful validity or are only valid under limited circumstances. This lends support to a more hostile view of RPM. I. INTRODUCTION ....................................................................................................... 2 II. SOME PRELIMINARY ISSUES ................................................................................ 4 A. The Economic Rationale for RPM .............................................................. 4 B. Single-Brand vs. Multibrand Retailers ........................................................
    [Show full text]
  • Unit 17 Personal Selling and Sales Promotion
    Personal Selling and sales Promotion UNIT 17 PERSONAL SELLING AND SALES PROMOTION Objectives On completion of this Unit, you should be able to: • explain the nature and role of personal selling and sales promotion • list different types of sales position and the sales promotion schemes • describe the steps involved in the selling process • learn about the growing importance of sales promotion in India. • understand the process involved in planning sales promotions • appreciate the need for integration among the different methods of promotion. Structure 17.1 Introduction 17.2 Role of Personal Selling 17.3 Types of Selling Jobs 17.4 The Selling Process 17.5 Sales Promotion 17.6 Sales Promotion Objectives 17.7 Sales Promotion Methods 17.8 Planning Sales Promotion 17.9 Towards Promotional Strategy 17.10 Summary 17.11 Key Words 17.12 Self-assessment Exercises 17.13 Further Readings 17.1 INTRODUCTION In contrast to advertising and publicity, which use impersonal methods of communication, personal selling makes use of direct personal communications to influence the target customers. Personal selling is a highly distinctive method of promotion, and makes use of oral presentation in conversation with existing and potential customers, for the purpose of making a sale. It is one of the oldest methods of business promotion. The contributions made by personal selling in making the promotion function more effective have earned the distinction of being the most reliable promotion method. Though, it is the most expensive method of promotion, yet we see an increasing number of firms making use of it, and a good number of them realise that they cannot, perhaps, live without it.
    [Show full text]