Public Relations and Sales Promotions

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Public Relations and Sales Promotions

• Chapter 19

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Public Relations

• The communication function that seeks to build
  good relationships with organizations publics.
• Customers
• Suppliers
• Employees
• Basic Rule Do Something Good, Then Talk About
  It.
• Publicity unpaid communication about an
  organization that gets media exposure.

• The Media
• Stockholders
• Government Regulators

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Planning a Public Relations Campaign

• Determining Specific Objectives of a PR
  Campaignsuch as?
• Execute the Campaign
• Evaluate the Campaign

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Objectives of Public Relations

• PR is often used to accomplish the following
  objectives
• Introduce new products to manufactures
• Introduce new products to consumers
• Influence government legislation
• Enhance the image of a city, region, or country
• Call attention to a firms involvement with the
  community

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Public Relations Activities

• Press Releases (most common) a report of some
  event that an organization writes and sends to
  the media in hope that it will be published for
  free.
• Timely Topics
• Research Project Stories
• Consumer Information Releases

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Sample Press Release
Contact John Scrofano FOR
IMMEDIA TE RELEASE Tel [phone] (ext
706) Email john.scrofano_at_3G.com 3GUPLOAD.COM
LAUNCHES MUSIC RINGTONES OFFERING 3GUpload.com,
Inc., a leading mobile entertainment website,
today announced that it has significantly
upgraded its expansive ringtone library with the
addition of a new "Music Ringtones" catalogue.
Music Ringtones are a stereo-quality copy of a
portion of an actual sound recording they
feature real music and vocals. The new offering
also includes digital Voice Tones - greetings
recorded by music artists and other celebrities.
Michael Slate, CEO, commented "Our people have
worked really hard to put this extensive offering
together. I know our members will be pleased.
With more than 15 genres, we have over 3,000
Music Tones to choose from including some of
today's hottest artists such as Usher, John
Legend, Omarion, Fantasia, Green Day, Mario,
T.I., Amerie, Outkast, Alicia Keys, Kenny
Chesney, Brad Paisley, Sara Evans and many more.
This is just the beginning. We will be adding new
titles on a weekly basis. As with our polyphonic
ringtone offering, we intend to build and
maintain the most comprehensive Music Ringtone
library in the world." The new music ringtone
offering can be viewed at http//www.3gupload.com.
ABOUT 3GUPLOAD.COM - Headquartered in
Indianapolis, Indiana, U.S.A., 3GUpload.com, Inc.
is a leading online provider of mobile media. The
Company supplies its more than 3 million users
with numerous products and services including
ringtones, pictures, games, applications, text
messaging, mobile forums and phone accessories.
3GUpload.com achieved a leading market position
by providing members with a unique personal
storage system, the 3G Locker(TM), and by
allowing members to contribute their favorite
mobile content to the Company's website. Press
Contact John Scrofano Telephone
1-(866)-348-7562 (ext 706) Web
http//www.3gupload.com
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Public Relations Activitiescont.

• Internal PR help keep employees informed
  through newsletters and closed circuit TV.
• Lobbying providing information to government
  officials to persuade them to vote a certain way.
  
• Speech Writing write speeches on a topic for a
  company executive to deliver.
• Corporate Identity provide input on logos,
  brochures, building design, etc.

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Public Relations Activitiescont.

• Medial Relations work to maintain positive
  relations with the media.
• Sponsorships a company provides financial
  support to help fund an event in return for
  publicized recognition.
• Special Events planning and implementing
  special events.
• Advice and Counsel consult top management on
  major decisions.

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Sales Promotion

• Programs that marketers design to build interest
  in or encourage purchase of a product during a
  specific period of time.
• Consumer-Oriented Sales Promotions sales tools
  used to support a companys advertising and
  personal selling to the end consumer.
• Trade-Oriented Sales Promotions sales tools
  used to support a companys advertising and
  personal selling toward wholesalers, retailers,
  or distributors.

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Consumer Promotions
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Consumer Promotions

• Coupons offer a discounted price to the
  consumer to encourage trial.
• 250 billion coupons distributed each year
• 2 redemption rate
• Deals short-term price reductions used to
  increase trial.
• Premiums merchandise offered free or at a
  significant savings over its retail price

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Consumer Promotionscont.

• Contests consumers apply their skills or
  analytical thinking to try to win a prize.
• Sweepstakes consumers submit an entry form as a
  chance to win a prize.
• Samples offering the product free or at a
  greatly reduced price.
• Continuity Programs acknowledging each purchase
  made by a consumer and offering a premium as
  purchases accumulate.

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Consumer Promotionscont.

• Point-of-Purchase Displays usually located near
  the cash register or end on an aisle, these
  displays take the form of advertising.
• Rebates offers the return of money based on
  proof of purchase.
• Product Placement the use of brand-name
  products in a movie, TV show, video, or
  commercial for another product.

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Trade Promotions

• Allowances and Discounts
• Merchandise Allowance reimbursing a retailer
  for extra in-store support or special featuring
  of the brand.
• Case Allowance a discount on each case ordered
  during a specific time period.
• Finance Allowance paying retailers for
  financing costs or financial losses associated
  with consumer sales promotions.

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Trade Promotionscont.

• Cooperative Advertising programs in which
  manufactures pay a percentage of the retailer's
  local advertising expense for advertising the
  manufacture's product.
• Training of Distributors Salesforces