An Approach to Teaching the Retail Advertising Course.

DOCUMENT RESUME 1'0

ED 218.630 . . CS 207 0.14,

AUTHOR BOwers, Thomas A. TITLE An Approach to Teaching the Retail Advertising Course. , . PUB DATE '' ,Jul 82 .. . NOTE 17p.; Paper presented at the Annual Meeting of the Association for Educatiod in Journalism (65th, Athens, OH, July 25-28, 1982). Best copy

-aviilable. . _ EDRS PRICE MF01/PC01.Plus Postage. DESCRIPTORS *Advertising;. Course_Descriptions; *Distribuitive 'Education; Higher Education; Layout-(Publications); Marketing; *Merchandising; *Retailing; Salesdianshipv, Teaching Methods ABSUACT Oneapproach to teaching a college-levek 'retail advertising. course epphasizes the'use of newspapers and shopping guides. The course objectives are (1) to acquaint students with' practices and problems of retailing; with particular emphasis on promotion and advertising; (2) tocquaint them with ways local advertising media meet promotional and advertising needs of retaileri; and (3) to instruct.them °in procedures and techniques of advertising services of local print tedia.,The-course.schedule includes a'field trip to a local newspaper, assignments that involve students in:market research and promold.on, student involvemedt in telephbne,surveys for d#ta collection, media guest-speakert, and four or five,aseignmentOhat include layout and illustrations. Jhe doursework culminans in a 20-Minute sales pres5niati9n by each student. InAthe presentation, students try to get the instructor (who is acting in the role of project retailer) to/sigd an advertising

. contract with their publication. The student'v*presentation book intludes market promotion data (initially deyeloped.for an earlier assignment), information about the °Specific publication, rates and schedules, and speculative-advertiiemepts. (Appendixes include a syllabus, course schedUle,Jdetailed topic outline, topic reading list, and guidelines for guest speakers.) (HOD)

. ***************************.**********i****.**************************** * Reproductions supplied by EDRS are the best that can be made * .* * s . from-the original document. .. ************************************************* ********************* ( US. DEPARTMENT OF EDUCATION NATIONAL INSTITUTE OFEDUCATION '''*` EDUCATIONAL RESOURCES INFORMATION CENTER IEFIICI I This document has beenreproduced as received horn, the person ororganization originating it CI..Minor changes have befn made toimprove reproduction quality

Points of view or opinionsstatedin this docu ment do not necessarily represent official position or policy .

.ANAPPROACH TO TEACHING THE RETAILADVERTISING COURSE -

Thomas A. DOwers University of North Carolina atChapel Hill

. O .0 ,

lERMISSIONTO REPRODUCE THIS' MATERIAL HAS BEENGRANTED BY

Thomas A.Bowers 4.

TO THE EDUCAT1bNAL15I.ESOURCES INFORMATION CENTER (ERIC).-

the Association for,, A,paper'presented to theA4vettPsinPtivision-of Education in Journalism at its annualmeeting in Athens, OhioJuly 1982. R v

6 , AN APPROACH TO TEACHING THERETAIL ADVERTISING COURSE

This paper is an explanation ofhow the author teaches a retail` 1 , The advertising course that emphasizes newspapersand .shopping guides. ---' six years of teaching outlines and ideas discussedhefe have developed froth

. Thebpaaings,andThificussions that follow refer.to,items onthe tbe'cOtirse. , w, . . . topic reading list, and syllSbus, catreestbeduledetailedtopicoutline,

._ FIELD TRIP' the,cOurse have little or I have discovered that.moitstudents who take o field trip to a no understanding of how a newspaperis produced, so an'early

. . ... of the course local publisher is essential.Having,the trip at the beginning later class sessiolqs. permits me to make frecilientreferences to the trip in representative to show- When I arrange a field trip,I ask the newspaper's to the circulation- the class the path of a newspaperadvertisement from aboilt production department. I alsamake/sure that theclass learns something limitations(e4.0. how the use of coldrCan. reduce press 'professes. d their the latest make-up-and production ,capacity). Local newspapers have' some of

that,is important for students to see,too.'

-MARKEVRESEARaliANDI,PRO ASSUNKENS

The purpose of thiS assignmentis threefold.'First, students get first-hand

experience and exposure to relevant secondary research sources such as the Census

Bureau Orthe.Surveyoe'BuyinkPower.. °Second, they learn about the local market.

4. . 3 ) 2-

Third, students get started on the"presentation book" that they will have; to prepare for their sales presentation atthe end of the course.

For the assiinment,students are told'to find appropriate statistics to' convince retailers ofithe marvelousopportunities for advertisinginthelocal

only pertinent data, and that the market. They are told that they must use

3 data are.to be presented in ameaningful manner.

k., . -' TELEPHONE SURVEY * ., ,...

. . . This assignment hasthree,dhjectfves.One, ittacquaints:students-with " = . .

. primary research techniques, usually Atelephone sirvey. S'econd?.ic gathers

- students' sales, presentations. Third, it provides useful in- useful_data- for

foimatiot td,the project retailer-who is-the subject of student presentations. draw a random I deyelop"the questionnaire Andhave a research assistant instructions sample from the telephone directory. Students. are given wriften The research and an oral explanation and aretold to complete 10interviews. relkilts to the assistant codes and analyzes thedata and I give copies of the

students and to the projectretailer.

MEDIA GUEST SPEAKERS , , talk to the clas servesthree functions.. Having prOfessional salespeople 4,... -- ..e ... 4 , lOcal,advertising.publications (a dailynewspaper' First, students learn abbut . , the and a weekly shopping guide). this is very important, because students act

pliblicationa when they give .theirAlespresentations: role of salespeople,from'those . s .4 atheir:Approaches to. Second, students become familiarwith brCadt* media and ,. .

. . , . i, expose students to a variety of retail clients. Third, thg media presentations ,..., in preparing their own real or simulatedsales presentations that can guide them

presentations:..

s , °

, I make prelf6intry contact by telephone and followthat with lettere to the

media salespeople. The letter includes a copy of the guidelines that arereproduced

at the end of this paper.

COPY AMDLAYOUT ASSIGNMENTS c

I take these assignments from two workbookspublished by larry otman

111 (P.O, Box,62, Hutchinson, MN 55350). Students purchase the workbooks, which

include layout paper and' illustrations. Each assig7ent usually includes four

'oteive-advertistmenta, And-the assignments get_ progressively more complicated.

O INDIVIDUAL SALES PRESENTATIONS

1 The courseworkculininat:sin a 20-Minute sales presentation by each student.

Studats act thtrole of a salesperson forloCal advertising publications. (I assign

studentsto the two publications on a random basis.) I act the role of the project

retailer, students make appointments and cone to myoffice td make the presentations.

, . sometimes observe from the . No one else is present, although project retailers

background. Students are required 'to leavea'presentation book with me at the-

end of the session, and, they are encouraged to, usethe book as a "prop" during

the presentation. The book includes market promotion data(initially 4veloped

,for an tallier assignment), information abutthe specific publication, rates

and schedules, and speculativeWertisements. In the prestntation,,,st4ents A

1 are trying to get'me to sigmanadvertisihg contract-with their publication:-

evaldate students for their delivery and for, theirpresentation book. A % t . r ., - ,....,, POJECT RETAILER _ ....

retail_stOre in the localmarket, .usually : il.1 The project retailer is an actual . o t 0 . $ 0 .' : . , * . , Atlecte with the assistance of professional mediasalespeople.. This gives students. '4

relations between the experience with a real burlinessand helps maintain good Since I started this cours,there (6chool of Journalism and thelocal Community. ou-graduates hired for mediasalsa has been a dramatic increasein the numbet of Ra I work with positions in out market, andmany,havebeen Aired by organizations

most closely in the courset

AUDIOVISUAL MATERIALS

-Some.excellent audiovisual materials areavailable for this.kind of course,

and most can be obtained for no cost. membership that includes Audit Bureau OfCirculations. ABC has an educational "Dateline Today," most,of,their publications and reports ona per requestbasis. Write.to ABC, available on film or videotape,explains the ABC auditprocess.

. 123 North Wacker Drive,Chicago, IL 60606. EActitIves. The INANE International NewspaperAdvertising,and Marketing teaching -aids available at no expense. FAndition has made several excellent describes winners in a $50,000 Concepts '79" is a slide-'and -tape presentation that

Bureau(NAB)fo'aptimulate contest sponsored;by,INAME andthe Newspaper Advertising

advertisers,. "Ten Creative ' creative use oeneWspaperadvertising by national principlea° 'Opporrunities",is a slide-and-cape showthat illustrates creative

years. The "Copy and LayoutWorkshop"' used incutstandingnewspaper ads in recent presentations produce8 byINANE arid NAB. They is a series of six slide- and -tape

staffs. ,WritA toINAMg.koundation,,S.,Q, were ciesigned tobe used by newspaper

Box 147, Danville, .11,61832. v . .

k O

1.* Jqurnalism 178 . RETAIL-ADVERTISING, I The objectives ,of this c9erse are:

, . . . . :10' tto acquaint, you with practices and problems' of retailing- -with' .. , . particular emphasis on,promotion and advertising;' *. . 2),.'to acquaint you with ways local advertising' media-meet _

. / promotional and advertising neeas.of retailers; - '. 4 43) to instruct you in procedures and techniques ofadvertising, services of lodal print-media, such asnewspapeA..and shopping guides, . . .

), The course is designed to help you prepare for:the followingCareers (roughly

in the order 8f emphasis)': . 69 . . sales representatives of a 4;local printmedipm--n&Wspapers 'orEs/hopping 1) . . - - , , _ guides; 2) sales represeptativeof a radio Or television station; 3) staff member.of an advertiging department in-a. retailbusiness. ,....._ 4 . , As yOu can tell from the objectives and purposes, this is aprofessionally" oriented course.. That means you must think of it as a job.You .are expected to 9. attend, class every day (en time), do the required readinghpd assignments in advance, join in_class discussionand submit assignments on'time and free of errors inspelling,.graMMar and punctuation. Failure to fulfill these expecItations

will reduce yourgrade" .

. . . . . '..'a More than twb errors` in advertising copy will -result-in--an'automaticF Ifor-- that assignment. More than five errors in a total assignment(copy.plus supporting material) will result in.a grade no higher than C. .. . 1. . . . thescheduled.date; I expecit you,' . If you do not think.you can takean exam on to talk to me in advance. If you have a legitimate problem(Medical), I will allow you to make other arrangements. _

I expect all'requflied assignmettts pnbe submitted in accordancewith e tablished deadlines. If you have a medical reasonfornot_meeting a deadline,I, will allow you to submit it late without penalty,. IfYou have another reason for missing deadline . (like too many other papers or some such.thing) and'1.4 you talk tomein advance, I, *will accept a late paper - -but with the stipulation that it cannotreceive a !grade- hlgher than C, If you do not meet a deadline and do not talk to mein adva4ce,'your' paper will not be accepted. In the case of the final project, that will mean anF

in the course, . . ) . o. .

Weighting of Course Elements

30%. Quiz over lectuft material and required reading,. 20%Composite score'on copy and layout,assignments. r w 10% Market Research and Proiotion assignment , 40%Sales presentation,

7 Sales'Presentation retail Each student will prepare anadvertising proposal.for a local You will assume that you workfor either the:Chapel Hill-Newspaper merchant. You will Advocate'. (I will arbitrarily make thatassignment,) or the Village marketing survey.' do your own'researchas vela as usedata gathered ,in a class and at You will prepare a background andlysis, aproposed schedule and budget written proposai.and make a least fouf print ads, You will submit a complete 20- minute oral presentation to me.

Required Materials 4

Haight: RETAIL ' ADVERTISING: ,MANAGEMENT AND, TECHNIQUE KIT 3 NotMan: ADVERTISING LAYOUTS, AD KIT 1 and AD Waikins:. NEWSPAPER ADVERTISING HAND BOOK.

OP'

. If

). r. COURSE SCHEDULE',

a Ask

1 THE ENVIRONMENTIOR'RETAILING Yield trip to Iblualakl4illNewspaper J

2 THE ENVIRONMENT FORRETAILING Explain the Maftet Research and Promotionassignment

tr PLANNING. FOR RETAILADVERTISING ExplArin telephone survey procedures

. 4 (AIKETING. THE NEWSPAPER ADVERTISING PRODUCT

MAilETING THE NEWSPAPER ADVERTISING, PRODUCT . Market Research and Promotion assignmentdue -couP4Aeed survey questionnairesdue

N.. 6 Guest speakeis from localprint media

7 COPY.AND.4017i*RNEWSPAPER ADVERTISING' Make copy and layoutaisignmentNO. 1

). 8 REAM:MAT/ON COPY AND LAYOUT FOR NEWSPAPERADVERTISING Assignment No. /Aug; AssigmaentNo. 2.made

9 COPY AND LAYOUT FOR NEWSPAPERAbVERTISINO 4 Assignment No. 2 due;Assignient No. 3.made

10 SALES TECHNIQUES , Interview the pffjoct retailer Assignment No. 3 due; AssignmentNo. 4 made

11" SALES TECHNIQUES Guest speakor(radio sales'executive) Assignment No. 4 due; Assignment No.5 made

12. SALES TECHNIQUESe Guest speaker, (television sale'executive) Assignment No; 5 due.

13 Individual sales presentations

14- Individual sales presentations

ar . DETAILED TOPIC OUTLINE :

I. TEE ENVIRONMENT FORRETAILING .4

: A.Misusing Detogeaphi4A of theAmerican Population 1: Aging of the population

2.Changing fertility rates A 3. Laternarriages

°C. Higher diVOrce rates , 5% ing nature .of households ". . Cre:ftnein real.purchasini per . 3. "Chenting-Psyehoiriiihiteof the 1. Cultural revolution .: %.41 2. Tinkelovich!S "NewRules" - C. .New Media for Retailers 1.Cable television and itsvarlations 2. Electronic yalloW pages.andelectronic classifieds D. Regulation and Control: The Legal Environment

,..-- 1. Pricing regulations 2. promotion regulations. / ' f J. bistribution regulations, .

,-, 4. Product regulations (Warranties)

. 5. Credit 'regulations ..., 4

. '6. PostAl regulations, .;., , - 1 , A

. . 'II:PleANNING.FOR RETAILADVERT/6/NC; .

COnsuuers Decide ilUenes-chbice-of 'Ores ' .1. ilaiiorsthil:la 2. Ho! Nnd when do peopleshop? r 3.What kind of producte-do4cOnsumersbuy?

, 4. Advertiping's role 2. Research for Retail Advertising I.' 'Secondary research 2. Primary research 3. Setting Advertising Budgets Ir 1. Budgets and-progits, 2.' Establishing the need foradvertising . 3. 'Planting an annualbu4get for retail advertising*

III. MARKETING THENEWSPAPER-ADVERTISING PRODUCT

A. Nature of Marketing forNewspapers 1. Marketing vs. selling forretailers 2. Marketing vs. sellingfor newpapers -L, B. The Newspaper Produqt . ROP display advertising 1. 4 2. ROP Claseifiedadvertising ''''' .3. Special sections _, . , 4. Advertising inserts , , 5. VW we know about newspaperreadership and advertising.exposure . -1 C. The Newspaper'sCompetitors - E., 1.

IP* .4 ., -,. .1

" Cooperative.Advertising 1. How it works '4 2. Problems - 6 .. 31.! Nev dival4mInta.in co -op .44 Hiw newspapers can use and eiliOurtgeco-op E. Organisation and Operation of'the Advertising Department g. 1. Newspaper organisation ., , 2. Advertising departaeni organisation _ . 3. Newspaper rates &turrets structures' .

4: Compensatjoafor adilirtisihisailaspeople ._ 5. *Office procedures 0 1 -F.- Ales Techniques ' 1. Trait, for successful newspaper marketing 2. Organisation of effort , .L.' '3. The positive:apiroaCh' 6. -:. 4b Dealing with the competition s4.5 Closing the sale t: 6. /Handling,objeetioUs, , . IV:',C6PT AND LAYXT FOR NWSEAPER ADVERTISING ."

tr.

:S.

Itt 11

fr. 8

a k

. TOPICAL READING LIST.

. 4 k' I.TNIC DIVITION'T701i RETAILING o A.RequiredReading: - 1.WilliamIlaighi,, Retail Advertising:Management and Teohnique- chapters1, 2 and 16. . .(Morristown, NJ:Genval Learning ems,lO6Y;

,: B.Sugge !id.1Reading .° a a ) 4 i..Demographics and Psychographics. 5 , .5 * a:. Sales and Mail cet.:_an ent., "The, Marketer'sComplete-Guide to the ,29804,"Dec .10,; 1979. _4, . , a - . P. V.4 b.U.S: Department of Commerce,BUreau of the Census, "Population 4. Profile of the Milted States, "'Series. P-2a,-isCued annualky. 1 C. 'Daniel antelovich,--"New Rules in Asierican Life:Searching for , ,, DOwn,," ' Pevchology ,Self-Pulfillment in a World Turned Uplids _Today, April 1981, pp. 35-99. . New Medici for Retailers . , .. , . . a.AdvertisingRitp,4ideotsch,!' -xection.4 2, Nov. 16, 1981. ,. , ; CM Publishing Group, "VideotextTechnology Report,"unpubliahed; Novembix4i8O. . , c.Go:A(*21am, "Putit Scenarios fcirTeletext !ktdVidiotei,-"--i.n',,----,------even' at ,Ameri Neispaper Publishers Association a ap ., in'D Sept. 15-17, '1981. (Has.).amis r llublishlug Staintr Toronto.) ='ckirector ofvideotex servicesfor-Southall: , . -6 . , - .f..- , . . .- - I, .. , . d.stodiJotmson, "The Suture of-thi Newspaper ludustry,."speech !6" given, at the; annual costerenceof the Audit Bureau ofCirculations, ,. Chicago, .Pciv.3-,5, 981. '- (Johnson, ispublisher and chief :

executive officer of the LosAbsibAes Times.). " --. . . -, Channels* -,et Martin Aoughan,"The State-of theRev)olotion 1982," . DeCeigbOrnanUarn 1982,. pp.23-29.. 0,:, ' . . , . , ,, ;.. Ready .for .thlt Video.' , f.c-Itoirketing and Media Decisionsi. "Get N Publishing 'Explosion,"April 1981; pp. 59-63.. ,; . 1.Paul McPherson-, "The Effect ofTechnology on tiie Puture-of ,Publishing and Advertisingd,nspeech.eiven to -alit. annual., -0 4 conterence of the Audit 'Crew,of Circulatian , -Chicago, Nov..3-5, 198L(McPherson is president.of-McGraw-Hill Publications .Co.'),. 5 . h.Phillip Meyer, '"Witat-- Videotex Cali,Learn FromNewspapirs," Nieman ReROrts% -Winter 1981,pp..-12-.5. , A - 4. Next magasini, "The-MediaDecade," February 1981. L j. Iiresstilemagiaine, *Newapapers in the '80s,"January 1980.

k. C. David Rambo,'New Services Stir Variety of Questions on Marketing,'Presstime, Oitober 1981, pp. 24-'2. re Stein.:"A FuturisticLook atNewspapering,"Editor &. Publisher, Jan. 2, 1982, pp.' 12-16.

Christine DeUrban, "Strategic Options forNewspapers," speech given to the Aaerican NewskaperPublishers,; Association Electronic Publishing* Sisinar in belles, Sept.15-17, 1981. (Urban is president of Urban and Associates, aconsulting firm in Dedham, Mass-.):-

, .II. PLANNING FOR RETAILADVERTISING.

A. Required Reading

1. Haight, 22. cit., Chapters 3, 4, 5, 6,7 and 17 4

11.-7-SuggestedReadi*

and MarketingExecutives , 1. International Newspaper. Advertising_ (IRAME),liatail Marketing,

2. Charles A. Bearchell, Retailing_::,professionalApproach (New Yorks Harcourt, Brace iovanovich, 1975).

3. 01111am R. Davidsbn, Alton F. Doody andDanieAL`Sweeney, Retailing Management, 4th Ed.(Mileycl975).

7 Retail Advertising and 4. Charles M. Edwards and Russell' A. Brown, Sales Promotion, 3rd Ed.(Englewaod.Cliffs, N.J.: Prentice-Hall,

19591. 4.

Shopping Center (Ne/ York: 5.: John H.,Fnlweilere-Bow to Promote Your Chain Store Age Books,t9'73).

6. 'Tares, R. Gillespie, Retail BusinessManagement (New York=, )1McCraw-Hill, 197. 7.'*Alt= F. Hartley, letailinChallengeaneboportunity" (Boston: Boughton - Mifflin.,1975). .

..., , . 8. Don L. Jamie,Retaiiink Today:'An Introduction '(New York:.-- _.,..:, ---Barcourt'Brace-Jovenovich, 1975) . , . .and Roiert G.Roe, Retail '. 9. Raymond Marquardt, Janie C. Makens (Hinsdkaa , Dryden Manasement: Satisfaction of Coisuler. Needs, Press, -1975). 1 Modern Retailing:.Theory 10. Joseph Barry Mason and Morris L. Mayer, .Busidese Publications, Inc., 1981).e: and Practice .Rev. Ed. (Plano, TX: . se

Retailers (New-York: 11. Shirley E. Milton, Advertising for Modern lairchire Publications; 1974).

A Management 12. David J. Rachman, Retail Strategy andStructure: _Approach, 2dd Ed. (Englewood Cliffs, ,N.J.: Prentice -Hall, 1975). $ AZWIZTIMG THE NEWSPAPER ADVERTISING PRODUCT r 0 i. Required Reading

1. Haight, og. cie, Chapters 8, 9, 10 and 11

B. Suggested Reading 0

1. Beth Bohling, "Organttation of the NewspaperAdvertising DepartsmdW (Copies- may be ordered from the - author,1345 Commercial St.,. Superior, NZ 68901)e

Sales Management (New York: 2. Albert H. Dunn,:Creative Sellingand Sales and'Marketing'Executives-Intetnational,1968). 0-- reprint of a-seriee 3. Budd Gore, "The Art-of NewspaperSpace Selling," of articles in The PubliehersAuxiliary in 1957. 4 4. Ken Harrington,4/.,Principles andPractices 'of -- Advertising (Association of Newspaper ClassifiedAdvertising Managers, 1975):

5i Paul S. Hirt, Newspaper Presentations:,A Marketing Approach 1Reston, VA: liternational Newspaper Prom:it-WI-Association,1979). --* _ _ _ . 6. John 11:-H3tebinson, "How to Sell MoreNewspaper Advertising"' 'Ic(Copyrigilt 1978 by Hutchiilson for National Newspaper Association).

7. INAME)'.92. cit., Part 8.

8. Jack Kinder,..k., Garry D. Kinder and Roger Staubach, Winning Strategies in.Seiling' (Emtlewood Cliffs, NJ:Prentice-Hall, 1981).

9,Ronald B. Marks, Personal Selling: An Interactive Approach(Boston: Allyd-sie4scon,-1981). o

"Postive Impressions:A 10.,New inglaidiewspapers Advertising Bureau, Program of 'Sales Development and SeleeTrainingfor Newspaper Advertising Sales Staffs."

11. Joeeph4. Rowen, id., Profitable Retail Television Advertising. (Mew York: OatiOnii-Retail Merchants AssociatiOn4 1977).

1 < 4i t ,

I/. COPY ,AND LAYOUT POIpMEMSPAPERADVERTISING

A.--Imquired Reading-

1. Haight; 2E, cit.,.-,chapters 12,13 and 14 14.?.

2., Dqn Watkines,NagpaperAdiertiellg NAMilbook (Columbia, SC: - Newspapor BookService, 1980) .

D. Suggestiod 'Reading 1. 1. Paul S. Hirt,'Vlisigning Retail Ads forProfit (New York: . InternationalNewspaper Promotion Assoiiation, 1968).

The How, The What, 2.Judith Young Ocko,Retail Advertising Copy: The Why, *ay. Ed., (New York: National Retail Merchants Association, 1977).

) O

4-7 15 0

GUIDELINES FOR' 6UEST SPEAKERS (FROMMEDIA

deals with the major media-available ( A. part-of the Retail Advertising course 'The objective is to familiarize them with the waymedia to.retail.advertisers. . , , meet retailers' needs. .

. . . . . , You can help me achieve this objective byshowing the students how your statian'or publication meets the needs of retailers in yourmarket, It would be entirely appropriate and desirable for you tomake a standard sales presentation to the class, You could asdume that they represent a retailerin your marketand itlat you are trying to get them to sign.an advertising contract, It would also . be good if the presentation makes a caseforfyour medium is well.

-This-Approach-will accomplish two things, First, it will. acquaint the students with your medium and station or publication andhow they can serve retailers, Secondo.it will demonstrate how atieffective salespresentation is assembled and delivered.

am confident that the classwill have 'several questions for youafter similar to the your presentation. I anticipate that the questions will be following:

1. What is your strategy for approaching.a newretail establishment? 2; What is your strategy for dealingwith a retailer who refuses to advertisesor to sign a contract? sales representatives 3. What is the nature of your relationships with from competitive media? sales people in your 4. What ate the standard practices for paying organization? 'What are the opportunitiesbeyondsales? What is good 5. How does ohe get a sales job inyour'orianizationT preparation_fat_sales_work?---How-do-you-train-new people? What- do you expect new peOple to know? in your 6. What are the standard arrangements for selling advertising medium? (volume-discounts, rotation plans, rate-holders,etc.) 7. What kind of production work do youprovide for your adyertiserst Who pays for it? . 8. What are the working conditions for mediasales people? 9, How do you advertise and promote yourWin station or publication? . Whose responsibility. is this? . . 10. What is-the most frustrating problem aboutworking wi9k retailers? 11. ,What is the most rewarding thing about yourjob? /2. Do you make special efforts to promotethe' use of cooperative

advertising funds ?. .. r do you research it? 13. How do you prepare,a sales predentation? -How Do you' rehearse it?

The class enrollment ienormally about20 students, and most have no experience in andAly.limited knowledge of retail advertising.

I can arrange numerous audiovisual aidsif you tell mein'advance: overhead p#2jectok (transparency) Carousel slide projector. .16 mm motion picture projector' videocadsette player (3/4 inchU-matic or 1/2 inch VHS), rest-to-reeLand cassette audio tape players -

c. GUIDELINES FORGUEST SPEAKERS (RETAILERS)

A the'Retail Advertising course is The major asel.gnment forstudentin salesperson Wasitscan oral sales presentation.They will play the role of a the'role of your adr from,ar local advertisingpublication, and I will play convince me that I should v4tAO.pg manager. They will have 20 minutes to 4 sigmrin advert,isitrg Contract withthem.

studetts will need some basic information about'yourbusiness and The with all its operations, and that is the reasonfor this in-class interview that an advertising Sales- the students. They mill be asking the questions person might ask onan initial,,or fact.--finding,call, similar to the following, I would anticipate thattheir questions will be and.you might want to beprepared to answer them,

business andas position in the market 1. What is the nature of your and your desired position inconsumers' minds? 2,, What is the history:of thebusiness? kind of bhisinisA? 3. !Whatare the historyand the predictions for your into your retail operation? In other words 4. How does advertising fit how important is advertising? 5. How do you plan yopradvertising,program? spend on-advertising? 6, How do you decide 'how much to advertising program? . 7. How do you iMpleihent your and implementation ofadvertising? 8. Who is responsible for planning advertising agency? If so,how?Why? 9. Do you work wish an funds? 10. Hoildo you use coop advertising promotional materials likeP--0 -P? 11. How do you use in-store work for you?How do yon know?, 12, How well does advertising how? 13. Which media do you ordinarily use? 'Why and 4,- What traits do youadmire in advertising salespeople? advertising sales people? ° 15, What traits do you dislike in and.Suppliers assist you inadvertising? 16. How do manufacturers 5, limited experience in There are 20 students inthe class, and they have knowledge ofretailOg. and informal. Please feel free to makeyour remarks' very casual

advance:. I can arrange numerousaudiovisual aids if you tell me in Overhead projector (transparency) Carousel slide projector 16 mm motion-.picture projector Reel;to-reel'audio tape player (stereo) Cassette audio tape - player .(mono)- Videocassette player (3/4'inch U-matic or1/2 inch VHS)

law