Advertising Sales Promotion And Public Relations PdfBy Amedee A. In and pdf 29.04.2021 at 06:03 5 min read
File Name: advertising sales promotion and public relations .zip
Promotion is used to communicate with customers with respect to product offerings.
Advertising communicates a message to a targeted audience and generates feedback in the form of a sale or other action taken by a consumer.
Define the five promotion tools and discuss the factors that must be considered in shaping the overall promotion mix. Describe and discuss the major decisions involved in developing an advertising program. Road Map: Previewing the Concepts Explain how sales promotion campaigns are developed and implemented. Explain how companies use public relations to communicate with their publics.
Advertising communicates a message to a targeted audience and generates feedback in the form of a sale or other action taken by a consumer. When a company pays to have a message that defines its goods or services delivered or communicated to as many people as possible, they are said to be advertising. There are a variety of ways to promote a product.
Through advertising, a marketer hopes to communicate a message to a targeted consumer group via means including print, electronic radio and television , the Internet and mobile phones.
Advertising generates feedback that is analyzed and measured. Good feedback typically translates into money spent on the product while bad feedback prompts the marketing source to reevaluate its marketing plan. Developing a brand character statement sets the tone of the campaign and defines what the targeted consumer group should do or feel when they are exposed to it. The strategy addresses the message that will be communicated while creative tactics dictate how the strategy is actually implemented.
A target group or audience is defined through information gathered from focus groups, demographics and by psycho-graphics, i. A campaign must fit the image of the marketer to ensure that its public perception remains intact. Mar Com Matrix : The building blocks of successful marketing. The media plan is an integral part of the advertising campaign and is developed simultaneously with the creative strategy. The standard media plan has four stages:. Ad Ladder : The key to successful advertising is to sell benefits, not features.
Advertising is often the only method of communication businesses use to speak to prospective consumers. Advertisements must reflect prevailing ideas by tapping into the social, cultural and moral pressures.
Current technology is forcing advertisers to move away from antiquated structure and practices. The growth of interactivity and open sourcing has placed power in the hands of the consumer, giving them control over what they want to see and when they want to see it. If the message is reaching more people, it is achieving the desired results. New media accelerates the process.
No longer is a product limited by the scope and time-frame of a conventional advertising campaign. The once passive consumer has become a part of the process; an active advertising channel who impacts brands and how a product is perceived. Marketing impacts personal selling and improves the selling environment by increasing exposure to potential customers. Selling, the art of persuasion, is defined as a one-on-one interaction whereby a tangible or intangible item of value is exchanged for a different item, usually with money in an amount of equal or greater value of the item being sold.
Selling is part of the promotional mix. It is systematic, repetitive, and measurable. When properly analyzed, sales data will offer objections to overcome and help to predict sales patterns and projections.
Personal Selling : The Marketing Hub describes relationships in the promotional mix. To be successful in personal sales, the salesperson must understand how to sell to the needs of a customer. Psychologist Abraham Maslow created a Hierarchy of Needs that offers useful information for personal selling. Maslow outlined five levels of need and as each level is fulfilled, a person progresses to the next one. At the most basic level, physiological and safety needs must be met with food, clothing, and shelter, so a product that meets these basic needs has potential to sell well.
However, the basic human need to consume food and liquids should not be confused with wanting a hamburger and a soft drink. Mid-level hierarchy needs are social in nature and include self-respect, self-esteem, and the esteem of others. They create a powerful internal motivation and drive demand for status-oriented products.
Those selling luxury goods cater to esteem needs. When customers flaunt wealth by buying expensive products it is referred to as conspicuous consumption or luxury badging. Sales capturing is defined as bringing in and closing deals. A successful personal seller must utilize aggressive sales technics that influence and control the process, presenting it as a mutually beneficial, interpersonal exchange of goods or services for equitable value.
At the core of personal selling is the human exchange between buyer and seller. The interaction is based upon fulfilling a need or desire with the product or service that is offered and paid for.
Good prospects are predisposed and well-suited to the product or service being offered, allowing the salesperson to facilitate the exchange of value and to guide them through the process with a minimum amount of objections or resistance. The personal selling process has eight steps: The first is prospecting, which involves finding and identifying buyers who are most likely to buy the product or service.
There are numerous ways to qualify leads: cold calls by telephone, email, through social networking, or personal referrals. Pre-approach is the next step used to prepare for the presentation. It consists of customer research and goal planning. The next step is the approach or initial meeting between the salesperson and the customer. Once need is established, the salesperson is ready to present or demonstrate the product.
At this point, customer objections involving price, value, adequacy, the commitment to buy, or other issues are addressed. Successful salespeople anticipate objections and respond to them respectfully before advancing to gaining commitment, which involves closing the deal or making the sale. Salespeople use different types of methods to close deals such as the alternative close, the assumptive close, the summary close, or the special-offer close.
The last and most crucial step in the process is follow up to ensure customer satisfaction and help establish a relationship. Other sales strategies include direct sales conducted outside of a retail location, guaranteed, needs-based, persuasive, hard, heart, relationship, target account, priced-based, and solution selling. Marketing campaigns seek to drive potential customers towards sales people.
Though quite different in nature, marketing and sales departments handle similar concepts. It is essential for them to maintain a good working relationship based upon clear and concise communication and interaction. Sales Promotion stimulates market demand, product availability and coordinates public selling, advertising and public relations.
The primary objective of a sales promotion, a catch all marketing function, is to stimulate market demand, improve product availability and to coordinate public selling, advertising and public relations. A successful sales promotion is meant to prompt a targeted consumer group to show interest in the product or service, try it or ideally buy it.
They are delivered to targeted groups via media and non-media marketing communications during a pre-determined, limited amount of time. Sales promotion cannot compensate for a poor product, a declining sales trend, ineffective advertising or can it create strong brand loyalty. There are two types of sales promotions; consumer and trade. A consumer sales promotion targets the customer while a trade sales promotion focuses on organizational customers that can stimulate immediate sales.
Contests, coupons, giveaways, loss leaders, point of purchase displays, premiums, prizes, product samples and rebates are sales promotion devices. They are delivered via mixed forms of media such as print, digital, electronic radio and television and online in various forms of new media.
Sales promotions launch new products, especially ones with perceived high risk, they create repeat customer purchase patterns, move large amounts of products quickly, counter the strategy of a competitor and can move marginal customers to make a choice.
Consumers attract the greatest number of sales promotion devices. Commonplace techniques include price deals that offer a temporary price reduction while cents-off deals offer a brand at a lower price, usual as a percentage marked on the package. Reward programs involve collecting points, miles, or credits from purchases and then redeeming them for rewards.
The purchase of a product can also enter a buyer in a contests, sweepstakes, or online games. One of the most common sales promotion techniques involves coupons. They are used to lower prices, for discounts, free goods and value added giveaways.
Now, by tweeting or posting sale promotions, the circle of communication is wider than ever. Sales Promotion : Mail-in or online rebates offer give money back to customers on products or services. Point-of-sale displays are in-store sales promotion techniques.
Aisle interrupters or signs jut into the aisle from the shelf, hanging signs called danglers sway with consumer traffic, product dump bins stimulate curiosity, glorifiers elevate products for better visibility, wobblersigns draw attention and lipstickboards convey product information written in crayon. Wholesalers, retailers and other organizational groups are offered a wide array of sales promotion devices such as trade allowances or short term incentives to encourage retailer to stock up on a product, dealer loaders incentivizing product purchase and display, t rade contests for selling the most product, point-of-purchase displays to create impulse buying and spiffs or bonus commissions on certain products and trade or functional discounts paid to distribution channel members for conducting sales and special events.
Retailer sales promotion devices are regularly rolled out for new marketing initiatives. Public relations is the management of a message between an individual or organization and the public. Describe the different aspects of public relations and its primary functions within the promotional mix. Its primary purpose is to persuade stakeholders to adopt a certain point of view about a project or product. Simply put, public relations manages communication between an organization and the public.
It is communicated through the media in the form of publicity events, speaking opportunities, press releases including video and audio news releases, newsletters, blogs, social media, press kits, and outbound communication to members of the press. The media is not paid to publish the information. The public is defined as the totality of a group. The public includes people who look, think, and act the same as well as those who do not.
When planning a public relations campaign the marketer should consider who would be most and least likely to interact with the message and what the dialogue would sound like. The response to public relations activities should lend itself to analysis and trending, to predict consequences, to guide executive decisions, and used to trigger planned programs of action.
The ideal end results of public relations is for the information to serve both the source and the public interest. The delivery of public relations messages is shifting from traditional media channels to online media such as social media releases, search engine optimization, content publishing, blogs, microblogs, podcasts, and video. Social media has increased the speed of breaking news and created greater time constraints on response times to current events.
An asymmetrical public relations model allows feedback to flow from the public back to the originating organization, using it as an attempt to persuade the public to change. A symmetrical public relations model means that the organization takes the interests of the public into careful consideration, seeking a balance between the interest of the organization and the public. The world is in a constant state of change. Communication with an internal as well as external public is essential and has become commonplace with the explosion of one-to-one communication through new technology.
Depending on the message, some public relations must harmonize with state laws and be reviewed by an attorney to ensure compliance. It must follow a plan of action and aim at goals that are clearly defined.
It must be clear to be useful. Its administrators must understand their role and responsibilities.
8.6: Sales promotion and public relation
Copy embed code:. Automatically changes to Flash or non-Flash embed. WordPress Embed Customize Embed. URL: Copy. Presentation Description No description available. Advertising, Sales Promotion, and Public Relations : Advertising, Sales Promotion, and Public Relations Wajiha iffat Learning Goals: Learning Goals Define the roles of advertising, sales promotion, and public relations in the promotion mix Describe the major decisions involved in developing an advertising program Explain how sales-promotion campaigns are developed and implemented Explain how companies use public relations to communicate with their publics Learning Goals: Learning Goals Know the major decisions involved in developing an advertising program.
For several years, sales promotion and public relations have been often misunderstood, mis-measured, and misused by a great many marketers. Unlike advertising and personal selling that can claim formal structures and point to obvious accomplishments, sales promotion and PR have neither. Although this situation is changing somewhat, there is still a great deal of room for improvement. In the case of sales promotion, there exists some confusion as to which activities actually fall under this heading. Are packaging, couponing, and point-of-purchase displays all sales promotion?
You drive sales by promoting the benefits of your company's goods or services to pools of potential buyers. The ways you promote your organization will largely determine whether you successfully plant the right messages in the minds of your target audience.
Безопасность шифра не в том, что нельзя найти ключ, а в том, что у большинства людей для этого нет ни времени, ни необходимого оборудования. Стратмор покачал головой: - Это шифр совершенно иного рода. - Иного рода? - Сьюзан смотрела на него вопрошающе. Невзламываемый шифр - математическая бессмыслица.
Договорились. - Агент Смит! - позвал Фонтейн. Из-за спины Беккера появилось лицо Смита.