Chapter 18 - Sales Promo, PR, & Publicity

Chapter 18 - Sales Promo, PR, & Publicity

Chapter Eighteen Sales Promotion, Publicity, & Public Relations Objectives Explain purposes of sales promotion Identify retail & wholesale sales promotion tools Identify consumer sales promotion tools Introduce public relations Overview publicity Introduce crises management

Sales Promotion Growth in United States Exceeds $250 billion dollars a year Increasing percentage of promotional dollars Consumer goods companies spend more on sales promotions than advertising Sales Promotion

Objective: Bolster/complement other promotional mix elements during a specific time period Targeted toward: Sales force Wholesalers and retailers Consumers Trade Promotions Objective: Motivate for special efforts

Increase number of distributors Major Forms of Trade Promotion Trade shows Contests Display equipment and P-O-P materials

Cooperative advertising & promotions Vertical - channel members Horizontal - group of retailers Allowances Consumer Promotion Product sampling Coupons Rebates Contest & sweepstakes

Consumer Promotion Premiums Multiple purchase offers P-O-P material Product placements/tie-ins Public Relations & Publicity Public Relations: Identify, establish, and maintain

beneficial relationships between a company and its stakeholders Publicity: Means of accomplishing public relations Involves third party Free Limited control over content The Uses of Publicity

Attract publics attention Maintain public visibility Provide information Change attitudes Combat negative publicity from another source Publicity: News Release

Brief statement sent to the press or others describing: A new product Product improvement A price change Other interesting news Publicity: Press Conference Meeting called by an organization to

announce a newsworthy event to the press. Publicity: Appearances Appearances in public to promote, including: TV talk shows Book signings Radio talk shows Other events

Publicity: Web Site Product information Organization history Investor relations Customer service Scope of Public Relations Purpose Corporate

Corporate visibility visibility&& image image Product Product information information Means

Target audience News Newsreleases releases Consumers Consumers Press Pressconferences

conferences Lobbying Lobbying General General public public Employees Employees Annual Annualreports

reports Event Event sponsorship sponsorship Govt Govtofficials officials Web Web site

site Stockholders Stockholders Event Sponsorship Title sponsor creates event and activity Sports sponsorships Charity sponsorships

Crisis Management Emergency information dissemination Rumor center Fact-based Press conferences Outside experts Localize Evaluating & Monitoring Public Relations Systematic Compare with

competitors Monitor media & chatrooms Review Explain purposes of sales promotion Identify retail & wholesale sales promotion tools Identify consumer sales promotion tools Introduce public relations Overview publicity Introduce crises management

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