Advertising, Promotion, and other
aspects of Integrated Marketing
Communications, 11th Edition by
J. Craig Andrews
Complete Chapter Solutions Manual
are included (Ch 1 to 23)
** Immediate Download
** Swift Response
** All Chapters included
,Table of Contents are given below
1. An Overview of Integrated Marketing Communications.
2. Enhancing Brand Equity and Accountability.
3. Brand Adoption, Brand Naming and Intellectual Property Issues.
4. Environmental, Regulatory and Ethical Issues.
5. Segmentation, Targeting, and Positioning.
6. The Communications Process and Consumer Behavior.
7. The Role of Persuasion in IMC.
8. IMC Objective Setting and Budgeting.
9. An Overview of Advertising Management.
10. Effective and Creative Ad Messages.
11. Endorsers and Message Appeals in Advertising.
12. Traditional Ad Media.
13. Digital Media: Online, Mobile and App Advertising.
14. Social Media.
15. Direct Marketing, CRM, and Other Media.
16. Media Planning and Analysis.
17. Measuring Ad Message Effectiveness.
18. Sales Promotion Overview and the Role of Trade Promotion.
19. Consumer Sales Promotion: Sampling and Couponing.
20. Consumer Sales Promotion: Premiums and Other Promotions.
21. Public Relations, Content Marketing, Viral Marketing, and Sponsorships.
22. Packaging, POP Communications, and Signage.
23. Personal Selling.
,Solutions Manual organized in reverse order, with the last chapter displayed first, to ensure that all
chapters are included in this document. (Complete Chapters included Ch13-1)
Instructor Manual: Andrews & Shimp, Advertising, Promotion and Other Aspects of Integrated Marketing Communications, 2025,
9780357983973; Chapter 23: Personal Selling
Instructor Manual
Andrews & Shimp, Advertising, Promotion and Other Aspects of Integrated
Marketing Communications, 2025, 9780357983973; Chapter 23: Personal Selling
TABLE OF CONTENTS
Purpose and Perspective of the Chapter .............................................................................................2
Chapter Objectives.............................................................................................................................3
What’s New in This Chapter ...............................................................................................................3
Chapter Outline .................................................................................................................................4
Discussion Questions ....................................................................................................................... 11
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, Instructor Manual: Andrews & Shimp, Advertising, Promotion and Other Aspects of Integrated Marketing Communications, 2025,
9780357983973; Chapter 23: Personal Selling
PURPOSE AND PERSPECTIVE OF THE CHAPTER
This chapter presents a broad array of ideas about the nature of personal selling. Personal selling’s role
in the promotion mix includes educating customers, encouraging product usage and marketing
assistance, and providing after-sale service and support to the buyer. A partner-oriented selling mind-set
is in operation in most successful firms today. These firms realize that their success rests with their
customers’ successes. Hence, modern partner-oriented philosophy makes customer satisfaction its
highest priority. Modern selling practice is based on the following principles: trust and mutual
agreement must exist between buyer and seller; getting the order is only the first step—after-sales
service is what counts; and professionalism and integrity are essential in a salesperson.
Personal selling is a broad field consisting of a variety of different types of sales jobs entailing different
activities, including: making sales presentations, working with orders, servicing the product and the
account, managing information, participating in conferences and meetings, training, entertaining,
traveling, and working with distributors. Sales jobs include trade selling, missionary selling, technical
selling, new-business selling, retail selling, and telemarketing. Most sales positions involve a process
explained in the seven basic steps of personal selling: (1) prospecting and qualifying, (2) the
preapproach, (3) the approach, (4) the sales presentation, (5) handling objections, (6) the close, and (7)
the follow-up.
A contingency model of the selling process is presented to explain that salesperson performance and
effectiveness are dependent on a variety of factors, including resources of the salesperson,
characteristics of the customer’s buying task, and the salesperson–customer relationship. Specific
determinants of salesperson performance include (1) aptitude, (2) skill level, (3) motivational level, (4)
role perceptions, (5) personal characteristics, and (6) adaptability.
A final section examines excellence in selling. Twelve basic characteristics of excellence include the first
impression a salesperson makes, their depth of knowledge, breadth of knowledge, adaptability,
sensitivity, enthusiasm, self-esteem, extended focus, sense of humor, creativity, risk-taking, and sense of
honesty and ethics.
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