Post on 31-Dec-2015
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Chapter EighteenChapter Eighteen
Sales Promotion, Publicity, & Sales Promotion, Publicity, & Public RelationsPublic Relations
ObjectivesObjectives
Explain purposes of sales promotionIdentify retail & wholesale sales
promotion toolsIdentify consumer sales promotion toolsIntroduce public relationsOverview publicityIntroduce crises management
Sales Promotion Sales Promotion
Growth in United StatesExceeds $250 billion dollars a
yearIncreasing percentage of
promotional dollarsConsumer goods companies
spend more on sales promotions than advertising
Sales PromotionSales Promotion
Objective: Bolster/complement other promotional mix elements during a specific time period
Targeted toward:Sales forceWholesalers and retailersConsumers
Trade PromotionsTrade Promotions
Objective:Motivate for special effortsIncrease number of distributors
Major Forms of Trade Major Forms of Trade PromotionPromotion
Trade showsContestsDisplay equipment and P-O-P materialsCooperative advertising & promotions
Vertical - channel membersHorizontal - group of retailers
Allowances
Consumer PromotionConsumer Promotion
Multiple purchase offers
P-O-P material
Product placements/tie-ins
Premiums
Public Relations & Public Relations & PublicityPublicity
Public Relations:Identify, establish, and maintain
beneficial relationships between a company and its stakeholders
Publicity:Means of accomplishing public relations
Involves third partyFreeLimited control over content
The Uses of PublicityThe Uses of Publicity
Attract public’s attentionMaintain public visibilityProvide informationChange attitudesCombat negative publicity
from another source
Publicity: News ReleasePublicity: News Release
Brief statement sent to the press or others describing:
A new productProduct improvementA price changeOther interesting
news
Publicity: Press Publicity: Press ConferenceConference
Meeting called by an organization to announce a newsworthy event to the press.
Appearances in public to promote, including:
TV talk showsBook signingsRadio talk showsOther events
Publicity: AppearancesPublicity: Appearances
Product information
Organization history
Investor relationsCustomer service
Publicity: Web SitePublicity: Web Site
Scope of Public Scope of Public RelationsRelations
PurposePurpose
CorporateCorporatevisibility &visibility &
imageimage
CorporateCorporatevisibility &visibility &
imageimage
ProductProductinformationinformation
ProductProductinformationinformation
Target audienceTarget audience
Consumers Consumers Consumers Consumers
General public General public General public General public
Employees Employees Employees Employees
Govt officials Govt officials Govt officials Govt officials
Stockholders Stockholders Stockholders Stockholders
MeansMeans
News releases News releases News releases News releases
Press conferencesPress conferencesPress conferencesPress conferences
Lobbying Lobbying Lobbying Lobbying
Annual reports Annual reports Annual reports Annual reports
Event Event sponsorship sponsorship
Event Event sponsorship sponsorship
Web site Web site Web site Web site
Event SponsorshipEvent Sponsorship
Title sponsor creates event and activity
Sports sponsorshipsCharity sponsorships
Crisis ManagementCrisis Management
Emergency information disseminationRumor centerFact-basedPress conferencesOutside expertsLocalize
Evaluating & Monitoring Evaluating & Monitoring Public RelationsPublic Relations
SystematicCompare with
competitorsMonitor media &
“chatrooms”