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S A L E S
S A L E S
P R O M O T I O N P R O M O T I O N
A N D A N D
P U B L I C P U B L I C R E L A
T I O N S R E L A T I O N S
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SALESSALES
PROMOTIONPROMOTIONADVERTISING
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DEFINITION OF SALES DEFINITION OF SALES
PROMOTION PROMOTION
““Sales promotion includes incentive-Sales promotion includes incentive-
offering and interest-creating activitiesoffering and interest-creating activities
which are generally short-term marketingwhich are generally short-term marketing
events other than advertising, personalevents other than advertising, personal
selling, publicity and direct marketing. Theselling, publicity and direct marketing. The
purpose of sales promotion is to stimulate,purpose of sales promotion is to stimulate,
motivate and influence the purchase andmotivate and influence the purchase andother desired behavioral responses of theother desired behavioral responses of the
firm’s customers.”firm’s customers.”
ADVERTISING
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Examples includeExamp
les include
contestscontests
point of purchase displayspoint of purchase displays
rebate (marketing)rebate (marketing) free travel, such as free flightsfree travel, such as free flights
ADVERTISING
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TRADE SALES PROMOTIONTRADE SALES PROMOTION
Sales promotions can be directed at either Sales promotions can be directed at either
the customer, sales staff, or distributionthe customer, sales staff, or distribution
channel members (such as retailers).channel members (such as retailers).
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CONSUMER SALESCONSUMER SALES
PROMOTIONPROMOTION
Sales promotions targeted at theSales promotions targeted at the
consumer are called consumer salesconsumer are called consumer salespromotions. Sales promotions targeted atpromotions. Sales promotions targeted at
retailers and wholesale are called traderetailers and wholesale are called trade
sales promotionssales promotions
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SEVERAL COMMUNICATIONALSEVERAL COMMUNICATIONAL
ACTIVITIES ACTIVITIES
to provide added value or incentives toto provide added value or incentives to
consumers, wholesalers, retailers, or other consumers, wholesalers, retailers, or other organizational customers to stimulateorganizational customers to stimulate
immediate salesimmediate sales
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IMPERSONAL COMMUNICATIONIMPERSONAL COMMUNICATION
e.g. point of sale, promotions, advertising,e.g. point of sale, promotions, advertising,
promotions and public relationspromotions and public relations
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DEVICES USED IN SALESDEVICES USED IN SALES
PROMOTIONPROMOTION
coupons, samples, premiums, point-of-purchasecoupons, samples, premiums, point-of-purchase
(POP) displays, contests, rebates, and(POP) displays, contests, rebates, and
sweepstakes.[1]Contents [hide]sweepstakes.[1]Contents [hide]
1 Consumer sales promotion techniques1 Consumer sales promotion techniques
2 Trade sales promotion techniques2 Trade sales promotion techniques
3 Political issues3 Political issues
4 External references4 External references 5 See also5 See also
ADVERTISING
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PERSONAL COMMUNICATIONPERSONAL COMMUNICATION
face to face meeting between a salesface to face meeting between a sales
person and the customer. sales promotionperson and the customer. sales promotion
for which the term 'below the linefor which the term 'below the line
expenditure' is used as a synonym, is notexpenditure' is used as a synonym, is not
easily defined.easily defined.
In practice sales promotion is a specificIn practice sales promotion is a specific
activity, which can be defined as theactivity, which can be defined as themaking of a featured offer to certainmaking of a featured offer to certain
customers within a specified time period.customers within a specified time period.
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TYPICAL TASKS FOR SALESTYPICAL TASKS FOR SALES
PROMOTIONPROMOTION
rectifying slow stock movements; counter-rectifying slow stock movements; counter-
acting competitive activity; encouragingacting competitive activity; encouraging
repeat purchase; securing marginalrepeat purchase; securing marginal
buyers; getting bills paid on time; inducingbuyers; getting bills paid on time; inducing
trial purchase etctrial purchase etc
ADVERTISING
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SALES PROMOTION IN PRACTICESALES PROMOTION IN PRACTICE
Sales promotion is a problem-solvingSales promotion is a problem-solving
activity designed to get customers toactivity designed to get customers tobehave more in line with the economicbehave more in line with the economic
interests of the companyinterests of the company
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TYPES OF SALES PROMOTIONTYPES OF SALES PROMOTION
MoneyMoney Goods ServicesGoods Services Target marketTarget market Consumer Consumer Price reductionPrice reduction couponscoupons vouchersvouchers money equivalent competitionsmoney equivalent competitions Free goodsFree goods premiumpremium
offersoffers free gifts trade-in offersfree gifts trade-in offers Stamps coupons vouchers money equivalent competitionsStamps coupons vouchers money equivalent competitions
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However, it is important to realize that, onHowever, it is important to realize that, on
its own, sales promotion will not replaceits own, sales promotion will not replace
selling, change long term trends, or buildselling, change long term trends, or buildlong term customer loyaltylong term customer loyalty
ADVERTISING
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STRATEGIC ROLE OF SALESSTRATEGIC ROLE OF SALES
PROMOTIONPROMOTION
Because sales promotion is essentially used asBecause sales promotion is essentially used as
a tactical device, it often amounts to a series of a tactical device, it often amounts to a series of
unconnected gimmicks to lacking anyunconnected gimmicks to lacking any
coherence. Contrary to this advertising has beencoherence. Contrary to this advertising has been
always considered as a strategic process of always considered as a strategic process of
building brand value over the longer term.building brand value over the longer term.
Compare this against sales promotion which isCompare this against sales promotion which iscommonly used to help the company retain acommonly used to help the company retain a
tactical advantagetactical advantage
ADVERTISING
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Public RelationPublic Relation
BY :BY : Hina Safdar Hina Safdar
ADVERTISING
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DEFINITIONDEFINITION
Building good relations with theBuilding good relations with the
company’s various publics bycompany’s various publics by
obtaining favorable publicity, buildingobtaining favorable publicity, building
up a good corporate image, andup a good corporate image, and
handling or heading off unfavorablehandling or heading off unfavorable
rumors, stories, and events.rumors, stories, and events.
ADVERTISING
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Press RelationsPress Relations
Product PublicityProduct Publicity
Public AffairsPublic AffairsLobbyingLobbying
Investor RelationsInvestor Relations
DevelopmentDevelopment
PUBLIC RELATIONS FUNCTIONSPUBLIC RELATIONS FUNCTIONS
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ROLE AND IMPACT OF PUBLICROLE AND IMPACT OF PUBLIC
RELATIONSRELATIONS
Advantages: Advantages:
Publicity is often underusedPublicity is often underused
Good public relations can be aGood public relations can be a
powerful brand-building toolpowerful brand-building tool
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PUBLIC RELATIONS TOOLSPUBLIC RELATIONS TOOLS
NewsNews SpeechesSpeeches Corporate Identity MaterialsCorporate Identity Materials
MobileMobileMarketingMarketing
Special EventsSpecial Events Written MaterialsWritten Materials
Audiovisual Materials Audiovisual Materials Public Service ActivitiesPublic Service Activities
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PUBLIC RELATIONPUBLIC RELATION
Public relation means bringing toPublic relation means bringing to
the attention of a defined targetthe attention of a defined target
audience a specific message byaudience a specific message by
means, other than paid advertisingmeans, other than paid advertising
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REASONS FOR GROWTH OF PUBLICREASONS FOR GROWTH OF PUBLIC
RELATIONRELATION The growing popularity of the PR as a professionThe growing popularity of the PR as a profession
can be attributed to several reasons:can be attributed to several reasons:
Growth in corporateGrowth in corporate Internal communicationInternal communication GlobalizationGlobalization Growth of mediaGrowth of media
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Benefits and scope of Benefits and scope of
public relationpublic relation
ADVERTISING