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Promotional Tools

  1. DATA MANAGEMENT TOOLS
  2. Examples of today's popular communication tools
  3. Promotional Strategies
  4. Read the definitions and write the names of different gardening tools in the boxes. Once you have done this you will find the name of a piece of ground with fruit-trees.
  5. The Translator's Tools
  6. TOOLS FOR EVALUATING A STORY

Public relations.The concepts of public relations and publicity are sometimes considered to be synonymous, but there is a certain distinction between them.

Public relations (PR) is a multiple concept designed to improve or maintain or protect a company's or a product's image. PR includes things like company publications, the annual report, sponsorship, the lobbying of politicians, community relations programmes - all designed to get publicity for a company or a particular product. Some large firms sponsor cultural and humanitarian activities, just as small merchants sponsor local civic events. The idea of a good public image seems to be growing in importance, especially for large companies. By putting forth a positive public image, the potential for greater realization of profits exists.

Publicity is a tool of public relations. It is short-term, non-paid, non-personal communication about products and people in print and broadcast media. Readers are likely to believe it more than advertising. As a promotional tool, publicity can take several forms, the most important of which are news releases, feature articles, speeches, news conferences, tapes, films and some others

Negative publicity, with its adverse effect on a company's image, is much more usual than positive. Equally disastrous are the unfounded rumours that find their way into various publications in the press. Publicity is a particularly useful element of the promotion mix in connection with the introduction of new products. But it must be coordinated properly with the other elements.

Sales Promotion.Sales promotion is the most important element of the promotion mix It is not to be confused with promotion - a broader term - of which sales promotion is a part. Sales promotion is defined as those promotional activities other than advertising, personal selling and publicity, that stimulate consumer purchasing and dealer effectiveness. Such activities as games, contests, demonstrations, trade shows, exhibitions, and similar efforts are designed to help in promotional strategy. Useful novelties, such as calendars, match books, key rings, product samples, premiums tied to consumer purchases may be given to customers to remind them of the advertisers' names, services, and products. Dealer or trade promotion includes instructing retailers in effective means of selling products, providing materials for window or counter displays, and keeping merchants informed of promotional tactics and strategies.

The use of sales promotion cannot solve the problems resulting from poor product performance or inadequate distribution. It also cannot take the place of advertising and personal selling. It has to be a part of the total promotion and must be planned in that light.

Personal Selling.Personal selling is the process during which the seller assures, activates and satisfies the needs or wants of the buyer to the mutual, continuous benefit of the buyer and the seller. It involves voice-to-voice contact. It may be a one-to-one situation, or it may be one individual attempting to persuade a group. It may be a face-to-face contact or it may be done over the telephone.

Personal selling is the major ingredient in the promotion mixes of many firms. Insurance companies, for example, rely heavily on personal selling as a promotion tool because most insurance programmes must be tailored for each individual or family. Personal selling has the starring role in industrial marketing. Industrial products are often expensive and complex, requiring detailed explanation and demonstrations for buyers.

 



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Think ahead | Promoting a New Product | Promotional Strategies | Concept check | Characteristics of Advertising | Print media | Broadcast media | Out-of-home media | National versus Local Advertising |

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