Uses of Public Relations

Uses of Public Relations

1. To promote people, places, activities, ideas
2. To enhance the reputation of the organization by increasing awareness of company products and activities
3. To create specific positive company images

Types of Public Relation Tools

Types of Public Relation Tools

1. Written and Spoken Communications - Brochures, newsletters, company magazines, annual reports, news releases, corporate-identity materials, speeches

2. Event Sponsorship - Special events such as concerts and charity functions that the firm underwrites wholly or partially

3. Publicity - Communication in news-story form about an organization, its products, or both.
Examples: News Release, feature articles, captioned photograph, and press conference.

Factors Influencing the choice of Sales Promotion Method

Factors Influencing the choice of Sales Promotion Method

1. Objectives of the sales promotional effort
2. Product characteristics
3. Target market profile
4. Distribution channels
5. Availability of resellers
6. Competitive and regulatory forces in the environment

Sales Promotion Objectives

Sales Promotion Objectives

1. To attract new customers
2. To encourage trial of a new product
3. To invigorate the sales of a mature brand
4. To boost sales to current customers
5. To reinforce advertising
6. To increase traffic in retail stores
7. To steady irregular sales patterns
8. To build up reseller inventories
9. To neutralize competitive promotional efforts
10. To improve shelf space and displays

Six Steps of the Personal-Selling Process

Six Steps of the Personal-Selling Process

1. Prospecting
2. Approaching the Prospect
3. Making the Presentation
4. Answering Objections
5. Closing the Sale
6. Following Up

Social & Legal Considerations in Advertising

Social & Legal Considerations in Advertising

1- Evidence shows that advertising is not wasteful:
2- Most effective and least expensive way to communicate to a large audience
3- Encourages competition
4- Revenues support mass-communication media
5- Provides job opportunities in a wide range of fields
6- FTC, FDA, and FCC oversee advertising practices

Major Steps in Developing an Advertising Campaign

Major Steps in Developing an Advertising Campaign

1.Identify and analyze the target audience
2.Define the advertising objectives
3.Create the advertising platform
4.Determine the advertising appropriation
5.Develop the media plan
6.Create the advertising message
7.Execute the campaign
8.Evaluate advertising effectiveness

Types of Advertising by Purpose

Types of Advertising by Purpose :

Primary-Demand Advertising - Used to increase demand for all brands of a product in a specific industry

Selective-Demand Advertising - Used to sell a particular brand of product

Institutional Advertising - Designed to enhance a firm's image or build its reputation

Combination of promotion methods a firm uses to reach a target market

combination of promotion methods a firm uses to reach a target market

1. Advertising - A non-personal message communicated to a select audience through a mass medium

2. Personal Selling - Personal communication aimed at informing customers and persuading them to buy a firm's products

3. Sales Promotion - The use of activities or materials as direct inducements to customers or salespersons

4. Public Relations - Communication activities used to create and maintain favorable relations between an organization and various public groups, both internal and external

Partnering Through Supply: Chain Management

Partnering Through Supply: Chain Management

1. Supply Chain Management - Long-Term partnership among channel members working together to create a distribution system that reduces inefficiencies, costs, and redundancies while creating a competitive advantage and satisfying customers.

2. Category Management - The retailer asks a supplier how to stock the shelves

3. Technology - Has enhanced implementation of supply-chain management.

Understand the types and uses of public relations.

Understand the types and uses of public relations.

Public relations is a broad set of communication activities used to create and maintain favorable relationships between an organization and various public groups, both internal and external.

Organizations use a variety of public relations tools to convey messages and create images. Brochures, newsletters, company magazines and annual reports are written public-relations tools. Speeches, event sponsorship, and publicity are other public-relations tools.

Publicity is communication in news-story form about an organization, its products, or both. Types of publicity include news releases, feature articles, captioned photographs, and press conferences.

Public relations can also be used to promote people, places, activities, and ideas. It can be used to enhance the reputation of an organization and reduce the unfavorable effects of negative events.

Describe sales promotion objectives and methods.

Describe sales promotion objectives and methods.

Sales promotion is the use of activities and materials as direct inducements to customers and salespersons. Sales promotions enhance and supplement other promotional methods.

Methods of sales promotion include

• rebates, 
• coupons, 
• samples, 
• premiums, 
• frequent-user incentives, 
• point-of-purchase displays, 
• trade shows, 
• buying allowances, and 
• cooperative advertising.

Recognize the kinds of salespersons, the steps in the personal selling process, and the major sales management tasks.

Recognize the kinds of salespersons, the steps in the personal selling process, and the major sales management tasks.

Personal selling is personal communication aimed at informing customers and persuading them to buy a firm's products. It is the most adaptable promotional method because the salesperson can modify the message to fit individual buyers.

The major types are order getters, order takers, and support personnel. The six steps in the personal-selling process are prospecting, approaching the prospect, making the presentation, answering objections, closing the sale, and following up.

Sales managers are involved directly in setting sales force objectives, recruiting, selecting, and training salespersons, compensating and motivating sales personnel, creating sales territories, and evaluating sales performance.

Explain the three types of advertising and describe the major steps of developing an advertising campaign.

Explain the three types of advertising and describe the major steps of developing an advertising campaign.

Advertising is a paid non-personal message communicated to a specific audience through a mass medium.

1. Primary-demand advertising promotes the products of an entire industry rather than just a single brand. 
2. Selective-demand advertising promotes a particular brand of product. 
3. Institutional advertising is image-building advertising for a firm.

An advertising campaign is developed in several stages. A firm first identifies and analyzes its advertising target. 

The goals of the campaign must be clearly defined. Then the firm develops the advertising platform and determines the size of advertising budget.

The next steps are to develop a media plan, to create the advertising message, and to execute the campaign.

Finally, promotion managers must evaluate the effectiveness of the advertising efforts before, during, and/or after the campaign.

Understand the basic elements of the promotion mix.

Understand the basic elements of the promotion mix.

Promotion is communication about an organization and its products that is intended to inform, persuade, or remind target market members.

The major ingredients of a promotion mix are advertising, personal selling, sales promotion, and public relations.

The role of promotion is to facilitate exchanges directly or indirectly and to help an organization maintain favorable relationship with groups in the marketing environment.

Explain how integrated marketing communications works to have the maximum impact on the customer.

Explain how integrated marketing communications works to have the maximum impact on the customer.

Integrated marketing communications is the coordination of promotion efforts to achieve maximum informational and persuasive impact on customers.

Explain the five most important physical distribution activities.

The five most important physical distribution activities :

Physical distribution consists of activities designed to move products from producers to ultimate users.

Its five major functions are

1. Inventory management, 
2. Order processing, 
3. Warehousing, 
4. Materials handling, and
5. Transportation.

These interrelated functions are integrated into marketing efforts.

Distinguish among the major types of retailers and shopping centers.

Distinguish among the major types of retailers and shopping centers.

Retailers are intermediaries that buy from producers or wholesalers and sell to consumers.

In-store retailers include department stores, discount stores, warehouse showrooms, convenience stores, supermarkets, superstores, warehouse clubs, traditional specialty stores, off-price retailers, and category killers.

Non store retailers use direct selling, direct marketing, and automatic vending, instead of conventional stores. Types of direct marketing include catalog marketing, direct-response marketing, telemarketing, television home shopping, and online retailing.

There are four major types of shopping centers: lifestyle, neighborhood, community, and regional. Each of these centers has a varying mix of stores and serves geographic areas of different sizes.

Discuss the need for wholesalers, describe the services they provide, and identify the major types of wholesalers.

Discuss the need for wholesalers, describe the services they provide, and identify the major types of wholesalers.

Wholesalers are intermediaries that purchase from producers or other intermediaries and sell to industrial users, retailers, or other wholesalers. Wholesalers perform many functions in a distribution channel. If they are eliminated, other channel members—such as the producer or retailers—must perform these functions.

Wholesalers provide retailers with assistance in promoting products, collecting information and financing. They provide manufacturers with sales assistance, reduce their inventory costs, furnish market information, and extend credit to retailers.

Merchant wholesalers buy and then sell products. Commission merchants and brokers are essentially agents and do not take title to the goods they distribute.


Sales branches and offices are owned by the manufacturers and resemble merchant wholesalers and agents, respectively.

Understand how supply-chain management facilitates partnering among channel members.

Understand how supply-chain management facilitates partnering among channel members.

Supply-chain management is a long-term partnership among channel members working together to create a distribution system that reduces inefficiencies, costs, and redundancies, while creating a competitive advantage and satisfying customers.

Cooperation is required among all channel members, including manufacturing, research, sales, advertising, and shipping.

When all channel partners work together, delivery, scheduling, packaging, and other customer requirements are better met. Technology makes supply-chain management easier to implement.