Chapter 16 - Advertising, Public Relations and Sales Promotion

             Advertising helps a company sell their products easily. TRESemmé has their products advertised all over the place such as the internet, television, newspapers, billboards, department stores, etc. Since TRESemmé uses advertising a lot in order to sell their products, their marketers have to choose their budgets wisely since advertising can cost a lot and it is definitely not for free. TRESemmé actually spends less than other new incoming brands like Jergen's since TRESemmé has already captured a majority of their target market and they only need to basically remind customers of its products by advertising new things they make in the future. Advertising effects consumers' daily lives by informing them about the products and services that (for example) TRESemmé has and having it influence their attitudes, beliefs, and most importantly their purchases. 

            There are several major types of advertising which determines the type of advertising a firm uses. TRESemmé uses product advertising which is basically a form of advertising that promotes the benefits of a specific good or service. For example, TRESemmé's Split Ends Remedy shampoo helps cure the unwanted disaster of split ends! No one wants split ends because it is a sign of dry and damaged hair, which leads having to cut your hair so new, healthy hair can grow back. Not everyone wants to go through that and they would rather find a cure for their split ends, which will make them choose a type of shampoo to help cure them. This is one of TRESemmé's most famous shampoos because it actually helps and it is advertised a lot on television since the majority of people in our society suffer from split ends. It is also one of the cheapest split end remedy shampoos that you can get from your local department store, drug store, etc. Consumers will automatically try to look for the cheapest and more effective shampoo so they will turn to TRESemmé's Split Ends Remedy shampoo. This can also lead to competition for other hair product companies.

              If a company wants to advertise, they will need to have a creative decision. An example of a creative decision by TRESemmé would be the way they design their advertisements online. They show a woman in a picture or video and exaggerate how glowy and healthy their hair looks which will have the consumer believe it will be a benefit to them. It is obviously photoshopped, but it catches the eye of consumers because of the perfection the video or picture holds, in which a consumer might have an ideal-image of themselves. TRESemmé is actually on the trend of making an online advertising banner that really will stand out to their customers, consumers, and target markets. 

           If TRESemmé has their products advertised on the internet or television for it's benefits, then that will be an example of having media decisions. Having focus on the targeted audience is a source of gaining a public relation with them. TRESemmé will most likely engage with a consumer who is very interested in their products, which will lead them to buying more and more from them since the consumer will be gaining a relationship with the retailer of TRESemmé.

               Having a sales promotion is a MUST for any company. This promotion targets the consumer or members of the distribution channel to purchase a good or service immediately, either by lowering the price or adding value. Since Advertising offers the consumer to buy; sales promotion offers an incentive to buy. For example, you may see many of TRESemmé's products in drugstores such as Rite Aid and Duane Reade. Both of these drugstores have sales on their items and sell TRESemmé products because they are multi-channeled. The only difference is that Rite Aid sells TRESemmés' products at a more considerate price and they have better sales with discounts other than Duane Reade. Rite Aid also has a reward card and so does Duane Reade and you get points each time you make a purchase in those stores, but it is easier to get rewards with your points in Rite Aid other than Duane Reade because it takes longer to get up to the points you need in Duane Reade.

               There are several type of tools you will have to use in order to get a consumer sales promotion. Having a coupon or a rebate is a great way of saving money to buy a product you want for a cheaper price. TRESemmé gives out coupons and rebates for their products so that consumers will have the idea of purchasing them more. Who doesn't like to save money anyways? Premiums are a smart choice to make. TRESemmé sells their products in Rite Aid and usually they have the saying of "buy one, get one free" or "buy one get one half off". This actually encourages consumers to buy that certain product because it's like getting a 2 of them for buying it at one price or it's like getting 2 of them with one of them having a half price off. Loyalty Marketing Programs reward loyal consumers for making multiple purchases, which actually builds long-term relationships with the company and its key customers. TRESemmé performs this when you buy their products a lot, they may give you a free item of theirs. This is why consumers usually join reward programs, for its benefits. Contests and Sweepstakes are promotions in which participants use some skill or ability to compete for the prizes. For example, there is a group on facebook that is called 'Free Samples and Freebies', sometimes TRESemmé puts up one of their product that they will be giving out for free to whoever wins it, it can be a shampoo, conditioner, gel, hairspray, etc. Sampling is a very wise choice to make when a company is willing to sell their products even more. Usually, TRESemmé would send samples to consumers' homes of their shampoos and conditioners and consumers would try them. If the consumer actually ends up liking the shampoos and conditioners  chances are that they will buy this product at the drugstore themselves. If it weren't for that sample, that consumer will probably never have known about TRESemmé's products! Onlines Sales Promotion is when a company has a product up for sale online. TRESemmé has sales on their websites and many other TRESemmé-advertising sites, and since they are on sale, there is more of a chance for consumers to buy them. It may say "20% off every TRESemmé shampoo" or "50% of entire gel and hairspray section", it really just depends on what TRESemmé wants to put on sale for consumers to purchase.

                      In order to actually be in the selling process, there are required steps that the salesperson will have to take first.

• Step 1: Generating Leads: There must be communication between the potential buyer and the salesperson. The salesperson of TRESemmé will have to build a relationship with the buyer which is how the buyer will be encouraged to buy their products.
• Step 2: Qualifying Leads: This is when a prospect shows interest in learning more about a product, the salesperson has the opportunity to follow up, or qualify, the lead. When a consumer is interested in a product, the salesperson of TRESemmé will have to keep them informed more on the product and influence them to purchase it at the SAME TIME.
• Step 3: Approaching the Customer and Probing Needs: Before approaching customers, the salesperson should learn as much as possible about the prospect's organization and its buyers. This is where TRESemmé will have to satisfy their customer's needs at the right time and at the right place. The salesperson of TRESemmé will have to do their own research and be prepared for any question from their customers.
• Step 4: Developing and Proposing Solutions: Once the salesperson has gathered all the information, the next steps is to determine whether his or her company's products or services match the needs of the prospective customer. TRESemmé will have to ask questions to their customer to see if the product they want is right for them, as if they need it or not or if they need something else.
• Step 5: Handling Objections: This is when the prospect often raises objections or asks questions about the proposal and the product. TRESemmé will have to be ready to answer of of the prospect's questions.
• Step 6: Closing the Sale: At the end of the presentation, the salesperson should ask the customer how he or she would like to proceed. When the customer is sure of buying the TRESemmé product and all their expectations are met, the salesperson can go ahead and close the sale.
• Step 7: Following Up: The final step of the sales process where they must make sure that the delivery schedules are met, goods or services perform as promised, and buyers' employees are properly trained to use the products. TRESemmé will build a relationship with this customer if this final step is made because it will keep the customer happy and satisfied and it will make them keep coming back for more.