Chapter 5 Other Elements of the Marketing Communications/Promotional Mix

Sales Promotion Devices

Have two main forms :

those that are directed to ultimate consumers to increase product use and sales those directed to trade (wholesaler and retailers) stimulating dealership and distributorship

Sales Promotion - A sales promotion is a way for retailers and wholesalers to offer extra goods or services for purchasing sometime. Its ob ectives are:

to motivate consumers to try new product or an improved model of an established product. to attract new customers to encourage present customers to use the product or service more fre!uently. to beat competitor"s promotional activity. to increase the amount of impulse buying by consumers. #o get greater cooperation from retailers.

Introductory $ales %romotion devices for &onsumers

SAMPLES - $ampling is the actual offering of a free product trial to a consumers. a trial si'e of the product to be sampled is offered to consumers and the (ffering of the product must be free CO PO!- is a certificate that) when presented for redemption at a retail store) entitles the bearer to a stated saving on the purchase of a specific product.

&haracteristics of device are:

&oupon

Sales Promotion Devices to "ncrease se of an Esta#lishe$ Pro$uct

Price%off Promotions% are devices which offer consumers a certain amount of money off the regular price of a product and identify the amount of the reduction on the label or a pac*age. +xample:

Premium- is an item or merchandise that is

offered at cost at relatively low cost as a bonus to purchasers of a particular product.

Contest an$ S&eepstakes% contest is a sales

promotion device in which participants compete for a pri'e or pri'es on the basis of the s*ill in fulfilling a certain re!uirement) usually analytical or creative.

Sales Promotion Devices for 'etail Stores

#rading $tamps ,etailer &oupons ,etail -isplays -emonstration

Sales Promotion Devices to the (ra$e

Deals or merchan$ise sales promotion $evices

. aim at convincing retailers and obtaining retail distribution of

a product) for the retailers to carry merchandise of manufacturers.

A$vertising an$ $ispla) allo&ances

. are trade deals inducing wholesalers and retailers to promote a product through advertising and display.

Direct stimulants of retailers an$ retail salesmen * Is intended to push a manufacturer"s product.

Pu#lic 'elations an$ Pu#licit)

Pu#lic relations . is an activity which evaluates public attitudes) identifies the policies and procedures of an organi'ation with the public interest) and executes a program of action in order to gain public understanding) acceptance and goodwill. Pu#licit) . is the generation of information about person) products or services using the mass media of communication.

Areas of Pu#lic 'elations Program

&onsumers relations %ress relations $toc*holder relations &ommunity relations -istributor--ealer relations $upplier relations +ducational relations /overnment relations +mployee relations or labor relations #rade and professional association relations Internet-user relations

+asic Steps an$ Pu#lic 'elations

-etermination of the problem +stablishment of ob ectives %lanning Implementation +valuation

Measuring Effectiveness of Pu#lic 'elations

%ersonal observation and reaction 0atching ob ectives and results #he team approach 0anagement by ob ectives %ublic opinion and surveys Audits

Personal Selling * involves a face-to-face communication between the buyer and seller or the customer and the mar*eting organi'ation"s representative.

Com#ining Personal Selling "nvolves ,ith Other Promotional Mix Elements

&ombining %ersonal $elling with Advertising &ombining %ersonal $elling with %ublic ,elations &ombining %ersonal $elling with -irect 0ar*eting &ombining %ersonal $elling and $ales %romotion &ombining %ersonal $elling and the Internet

Event Marketing % is an activity where a

firm or brand is lin*ed to an event or where a themed activity is developed for the purpose of creating experiences for consumers at the same time promoting a product or service. Point%of%purchase -POP. A$vertising

-irectories and 1ellow %ages

Directories * are pu#lishe$ each )ear not

onl) #) telephone companies #ut also #) tra$e associations/ in$ustrial groups/ an$ others0

1ello& Pages a$s $o not create a&areness or $eman$ for pro$ucts or services2 rather/ once consumers have $eci$e$ to #u)/ the )ello& pages point them in the $irection &here their purchases can #e ma$e0

+2-