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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



SALESSALES

PROMOTIONPROMOTIONADVERTISING



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



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



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).

ADVERTISING



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



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

ADVERTISING



IMPERSONAL COMMUNICATIONIMPERSONAL COMMUNICATION

e.g. point of sale, promotions, advertising,e.g. point of sale, promotions, advertising,

promotions and public relationspromotions and public relations

ADVERTISING



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



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.

ADVERTISING



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



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

ADVERTISING



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

ADVERTISING



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



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



Public RelationPublic Relation

BY :BY : Hina Safdar Hina Safdar

ADVERTISING



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



Press RelationsPress Relations

Product PublicityProduct Publicity

Public AffairsPublic AffairsLobbyingLobbying

Investor RelationsInvestor Relations

DevelopmentDevelopment

PUBLIC RELATIONS FUNCTIONSPUBLIC RELATIONS FUNCTIONS

ADVERTISING



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

ADVERTISING



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

ADVERTISING



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

ADVERTISING



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

ADVERTISING



Benefits and scope of Benefits and scope of

public relationpublic relation

ADVERTISING



ADVERTISING

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