Page 395 - Introduction to Business

CHAPTER 10 Developing the Promotion and Distribution Mixes 369

develop illustrations, and decide on the kind of type to be used for print ads. Pro-
duction managers get the ad printed, filmed for television, or recorded for radio.
Many advertising jobs are available in advertising agencies, which perform the
advertising functions for their clients. Account executives generate business for the
ad agency by identifying prospects, analyzing their advertising requirements, and
developing a presentation as to how the ad agency proposes to carry out the adver-
tising program for the client. Ad agency media directors negotiate contracts for
advertising space (print media) and time (television or radio), negotiate the cost,
and schedule the ads.
Salespeople call on prospects and existing customers and show how the com-
pany’s or client’s products or services can satisfy their needs and desires. If suc-
cessful, these prospects and customers will purchase these products and services.
Salespeople seek out new business, plan how they will spend their time, make their
presentations, follow up with and service their customers, and fill out required
reports.
Effective salespeople can easily earn $50,000 to $60,000 or more a year. Many
are compensated through a combination of salary and bonus (commission). Start-
ing salaries are around $30,000. Most sales personnel are given a car allowance, as
well as funds for food and lodging when they travel to call on prospects and cus-
tomers. The top spot in personal selling is the sales manager, the individual who is
responsible for managing all the salespeople in a company. These individuals can
earn well over $100,000 a year, plus bonus, depending on how well the sales force
performs. If you like to be on your own and want to be well rewarded for your effort,
selling may be the career for you.
Public relations (PR) personnel help their organizations build and maintain a
favorable public image. The image of an organization has implications for its pub-
lic acceptance, prosperity, even its continued existence. Manufacturing firms,
insurance companies, government agencies, museums, colleges and universities,
hospitals, and public utilities are all organizations that employ public relations per-
sonnel. In addition, public relations consulting firms and advertising agencies seek
and use PR personnel.
Journalism, communications, and marketing are especially appropriate majors
for PR careers. Some organizations, however, want a background in a technical
field related to the organization’s business. Some examples are biology, accounting,
chemistry, and engineering. Public relations personnel need considerable com-
munication skills, both verbal and written, and must be able to deal effectively
with people. Some related experience is generally desired as well; writing or
working for a local newspaper or television or radio station. Individuals in public
relations need to have a good personality, self-confidence, and enthusiasm.
The demand for public relations personnel is expected to increase as fast as the
national average for all occupations. Entry-level personnel were drawing an annual
salary of around $25,000, with more experienced people earning about $42,500.
Careers in Distribution

The demand for young men and women in the retailing sector has traditionally
been good and is expected to continue. Starting salaries are around $30,000 and the
potential for rapid promotion and accompanying higher compensation, $50,000 to
$60,000, is excellent.
Starting positions in department stores and discount chains are usually at
the assistant buyer level. Most assistant buyers will be rotated through various

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