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  • Sales Promotion, and Public Relations

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    Bhuvanesh Kumar
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    The document defines sales promotion as short-term incentives to encourage purchasing or selling of products and services. Sales promotions can target final buyers, retailers, businesses, and sales forces. Common consumer promotion tools include samples, rebates, coupons, premiums, and contests. Trade promotions aim to obtain shelf space and retailer advertising, while sales force promotions sign up new accounts and stimulate specific item sales. Public relations involves building good relations with various publics through favorable publicity, corporate image building, and addressing unfavorable events. Public relations functions include press, product, public affairs, lobbying, investor relations, and development relations.

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    Sales Promotion

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    The document defines sales promotion as short-term incentives to encourage purchasing or selling of products and services. Sales promotions can target final buyers, retailers, businesses, and sales forces. Common consumer promotion tools include samples, rebates, coupons, premiums, and contests. Trade promotions aim to obtain shelf space and retailer advertising, while sales force promotions sign up new accounts and stimulate specific item sales. Public relations involves building good relations with various publics through favorable publicity, corporate image building, and addressing unfavorable events. Public relations functions include press, product, public affairs, lobbying, investor relations, and development relations.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
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    Download as ppt, pdf, or txt
    41 views13 pages

    Sales Promotion, and Public Relations

    Uploaded by

    Bhuvanesh Kumar
    The document defines sales promotion as short-term incentives to encourage purchasing or selling of products and services. Sales promotions can target final buyers, retailers, businesses, and sales forces. Common consumer promotion tools include samples, rebates, coupons, premiums, and contests. Trade promotions aim to obtain shelf space and retailer advertising, while sales force promotions sign up new accounts and stimulate specific item sales. Public relations involves building good relations with various publics through favorable publicity, corporate image building, and addressing unfavorable events. Public relations functions include press, product, public affairs, lobbying, investor relations, and development relations.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
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    of 13

    Sales Promotion, and Public Relations

    Definition
    Sales Promotion
    Sales Promotions are short-term incentives to encourage the purchase or sale of a product or service.
    15- 1

    Sales Promotion
    Sales Promotions
    Can be targeted at final buyers, retailers and wholesalers, business customers, and members of the sales force. The use of sales promotions has been growing rapidly.
    15- 2

    Sales Promotion
    Objectives Consumer Promotions:
    Increase shortterm sales Generate product trial
    15- 3

    Sales Promotion
    Consumer Promotion Tools
    Samples Cash Refunds (Rebates) Price packs (cents-off deals) Advertising Specialties Premiums Patronage Rewards Point-of-Purchase Communications Contests, Games, and Sweepstakes
    15- 4

    Sales Promotion
    Objectives Trade Promotions:
    Obtaining distribution and shelf space Encouraging retailers to advertise the brand
    15- 5

    Sales Promotion
    Objectives Sales Force Promotions:
    Signing up new accounts Stimulating sales of specific items
    15- 6

    Sales Promotion
    Trade Promotion Tools
    Discounts (also called price-offs, off-list, and off-invoice discounts) Allowances
    Advertising allowances Display allowances

    Free goods Push money Specialty advertising items


    15- 7

    Sales Promotion
    Business Promotion Tools
    Includes many of the same tools used in trade and consumer promotions Two additional tools:

    Conventions & trade shows Sales contests


    15- 8

    Definition
    Public Relations:
    Building good relations with the companys various publics by obtaining favorable publicity, building up a good corporate image, and handling or heading off unfavorable rumors, stories, and events.

    15- 9

    Public Relations
    Public Relations Functions
    Press Relations Product Publicity Public Affairs Lobbying Investor Relations Development

    15- 10

    Public Relations
    Role & Impact of Public Relations
    Advantages:
    Strong impact on public awareness at a lower cost than advertising Greater credibility than advertising

    Publicity is often underused Good public relations can be a powerful brand-building tool
    15- 11

    Public Relations
    Public Relations Tools
    News Speeches Corporate Identity Materials Mobile Marketing Special Events Written Materials Audiovisual Materials Public Service Activities
    15- 12

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