Marketing Communications

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Marketing Communications
Personified Promotion

4. ADVERTISING: this is done by carrying an advert in various newspapers, professional
   journals or trade journals. Prospective employer tends to be more interested in experienced
   men than in recruits who would have to be trained. Companies used advertising because it
   is felt that it is the most productive and the least costly method of obtaining a large group of
   candidates. Maximization of the number of candidates affords the best insurance of finding
   the right man. The informational needs of the potential applicant should be summarized
   in the advert; this will reduce the possibility of application from unqualified persons. Such
   information can be:
   
   
   1. Description of job and its environment
   
   
   2. Name of company and possibly, its products
   
   
   3. Specific minimums on job requirements
   
   
   4. Range of compensation.
   
   
   
   


5. OTHER COMPANIES:
   
   
   1. The most controversial source of sales manpower is competition. The principal
      advantages are:
      • Competitive salesmen are thoroughly familiar with the products and customers.
      • Competitive salesmen will need little or no training.
      • Competitive salesmen are immediately productive with no break in period.
      • Competitive salesmen may bring their former customers with them, thus adding new
      businesses immediately to their new employer.
   
   
   
   

Hiring competitive salesman raises certain ethical considerations like whether the company is

adding a salesman or buying business. There is good possibility that competitor salesman will

reveal trade secrets – in most causes-unconsciously. This can result in the inception of personnel

war. Competitor’s salesman are usually attracted with higher pay and once employed, can have

a disruptive effect on sales force morale. Other disadvantages of this process are:

•    The difficulty of indoctrinating competitor’s salesman in company policies and tactics.

•    The strain on relations with competitor with its accompanying deterioration of the market.

•    The failure of competitor’s salesman to perform up to expectation. The fear that the bad

habits of competitor’s salesman will not outweigh his experience and training.

•    The possibility of legal implications, Some employment contracts prohibit salesman from

taking jobs with its competitors.

2) Employees of customers can be good source of sales manpower; they also have good

product and customer knowledge.

6. PLACEMENT SERVICES: Placement services are maintained by Trade Associations and
   Professional Organizations.