Public Relations publics DATE 04 0115 Course Title Introduction to Marketing Course MKTG 2201 CRN 34372 Communication function that seeks to build good relationships with an organization s o Ends when the company is promoting the product Proactive PR activities stem from a firm s marketing objectives PR is critical when a firm s image is at risk due to negative publicity o Publicity o Crisis management Objectives and Tactics of Public Relations Figure 15 5 Objectives Introduce new products Influence government legislation o o o Enhance the image of an organization city region or country o Provide advice and counsel o Call attention to a firm s involvement with the community Activities tactics Internal PR Investor relations o Press releases o o o Lobbying o Speech writing o Corporate identity o Media relations o Sponsorships o Special events o Guerilla marketing Know for EXAM Sponsorships McDonald s has sponsored the FIFA World Cup since 1994 in restaurants worldwide Page 1 of 2 DATE 04 0115 Sales Promotion Programs designed to build interest in or encourage purchase of a product during a specified period of time o Deliver short term sales results Ex For this month only o Can target end consumers channel partners and or employees Consumer Sales Promotion Techniques A Sampler Table 15 4 Trade Promotion Direct Marketing and Personal Selling Chapter 16 Types of Consumer Sales Promotion Figure 15 6 Price Based Consumer Sales Promotion o Coupons o Price deals o Rebates and refunds o Frequency loyalty continuity programs o Special bonus packs Attention Getting Consumer Sales Promotion o Contests and sweepstakes o Premiums o Sampling Trade Sales Promotions Figure 16 1 Allowances discounts and deals Co op advertising o Ex Breyers Ice Cream with Oreo pieces Trade shows Promotional product Point of purchase POP displays Push money Incentive programs Page 2 of 2
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