Post on 15-Jul-2015
transcript
A presentation on
Publicity
Public Relations
Personal Selling
Direct marketing
IMC
By
Gheethu Maria Joy
SMS CUSAT
Roll No: 21
PUBLICITY VS. ADVERTISING
1. Similarities
2. Dissimilarities
Negative publicity
Positive Publicity
PUBLICITY
The Process of Public Relations
Measuring Program Effectiveness
Developing and Executing a PR Program
Establishing a PR Plan
Determining and Evaluating Public Attitudes
PUBLIC RELATIONS
The public relations company will:1. Coordinate media relations2. Lobbying 3. Prepare Brochures and Annual Reports4. Manage Crises5. Short feature articles for trade
magazines6. Web site
Public Relations Functions
Other PR functions :1. Community Relations2. Employee Relations3. Product Public Relations4. Financial Relations
PR OBJECTIVES
Public Relations/Publicity1. Advantages2. Disadvantages
Other public relations activities include:
•Publicity events•Books and other writings•Collateral literature, both offline and online•Direct communication•Blogs•Social media and social networks
Public Relations Specialists
Work with customers, employees, media, civic and professional groups, legislators, government officials, consumer activists, stockholders, environmentalists, and suppliers.
Work in both public & private sector
Public Relations Specialists
Principal task is to publicize good news about a company and its products--- and to control the damage done by any negative news.
Prospecting Identifying and Qualifying
Pre approach and call planning
Presentation approach and demonstration
Handling of Objections
The close
Follow up
SALES POSITIONS1. ORDER TAKER
2. ORDER GETTER
3. SUPPORT PERSONNEL
• MISSIONARY SALESPERSON• TECHNICAL SALESPERSON• TRADE SALESPERSON
METHODS OF PERSONAL SELLING
1. Selling across the table
2. Selling at the counter
3. Selling at the door-step
4. Auction Selling
5. Tender Selling
Personal Selling– Communication Platform
Distinctive Qualities Of Personal Selling
Contributions of sales force
Merits
Limitations