Marketing communication: principles and practice

S E L E C T I N G M E D I A
183
Table 9.4
Relative effectiveness of communication approaches
Factor
Advertising
Personal selling
Sales promotion
Awareness
high
low
medium
Interest
medium
medium
medium
Conviction
low
high
high
Purchase
low
high
high
Post-purchase
high
low
low
BOX 9.18
TUNING IN TO ALTERNATIVE CHANNELS OF
DISTRIBUTION
Getting your music heard is no longer a matter of being in the right place at the right
time. Peoplesound.com is a revolutionary new way to get your music heard – on the
Internet.
Covering more than twenty genres of popular music, this distribution system
promotes and sells music direct from the artist via CD and downloadable MP3-format
files. Peoplesound.com promote the music via charts in the weekly music magazines
and through reviews posted on their website. Staff are experienced former employees
of major record companies.
(
Source
: Peoplesound brochure and www.peoplesound.com)

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• new product development and testing in dialogue with buyers and users
• sale and delivery of products (software downloading and virtual shop-
front, shopping malls, electronic shopping trollies)
• pricing administration – frequently updated paperless price lists and
customized pricing
NEED–SATISFACTION THEORY
Consumers and buyers, presumably, mostly make purchases to satisfy unmet
needs. The salesperson must, therefore, discover the person’s needs and show
how their own products will fulfil those needs. This customer-oriented
approach contrasts with alternative salesperson-oriented approaches
(stimulus–response and selling formula: