18-1copyright 2000 prentice hall chapter 18 sales promotion, public relations, and personal selling

18-1 Copyright 2000 Prentice Hall

Chapter 18

Sales Promotion,

Public Relations, and

Personal Selling


What is Public Relations?

Public Relations (PR) attempts to Public Relations (PR) attempts to influence the way consumers, influence the way consumers,

stockholders, and other publics feel stockholders, and other publics feel about companies, brands, politicians, about companies, brands, politicians,

celebrities, or not-for-profit celebrities, or not-for-profit organizations.organizations.

PR messages are more credible than if PR messages are more credible than if the same information appeared in a the same information appeared in a

paid advertisement.paid advertisement.


Public Relations

Publicity is unpaid communication about an organization that appears in the mass media.– It can build interest in a product.– It can create awareness about an event.

PR is also important when the company’s image is at risk due to product tampering or other mishap.


Introducing New Products toManufacturers

Introducing New Products toManufacturers

Introducing New Products to Consumers

Introducing New Products to Consumers

Influencing Government Legislation

Influencing Government Legislation

Enhancing the Image of a City, Region, or Country

Enhancing the Image of a City, Region, or Country

Calling Attention to a Firm’sInvolvement with the Community

Calling Attention to a Firm’sInvolvement with the Community

Objectives of Public Relations


Planning a Public Relations Campaign

Must Include a

Statement of the Problem

Must Include a

Statement of the Problem

Step 1. Developing Objectives

Must Define the Message the Company Wants People to Hear.

Step 1. Developing Objectives

Must Define the Message the Company Wants People to Hear.

Must Include aSituationAnalysis

Must Include aSituationAnalysis


Specification of the target audiences

(publics)

Specification of the target audiences

(publics)

Specification of the Messages to be Communicated

Specification of the Messages to be Communicated

Specification of the Program

Elements to be Used

Specification of the Program

Elements to be Used

Step 2. Executionof the Campaign

Step 2. Executionof the Campaign


Tim

eta

ble

an

d B

ud

ge

t



Press releases are information distributed to the media by an organization about its activities, intended to appear as publicity.

Some common types are:– Timely topics,– Research stories,– Consumer information.


What is Sales Promotion? Sales Promotions are programs Sales Promotions are programs

designed to build interest in or designed to build interest in or encourage purchase of a product encourage purchase of a product during a specified time period.during a specified time period.

Tend to focus on short-term objectives Tend to focus on short-term objectives such as an immediate boost in sales.such as an immediate boost in sales.


Targeted to Channel Partners and to the Firm’s Own Employees.

Discounts and Deals Industry Boosting and Boasting

Merchandise AllowanceMerchandise Allowance

Case AllowanceCase Allowance

Trade ShowsTrade Shows

Promotional ProductsPromotional Products

Incentive ProgramsIncentive Programs

Trade Promotions


Attracting Consumers With Price Breaks

Attention-Getting Consumer Promotions

CouponsCoupons

Price DealsPrice Deals

Refunds Refunds

RebatesRebates

Special PacksSpecial Packs

ContestsContests

SweepstakesSweepstakes

PremiumsPremiums

SamplingSampling

Point-of-Purchase PromotionPoint-of-Purchase Promotion

Consumer Promotions


What is Personal Selling? Personal Selling occurs when a Personal Selling occurs when a

company representative comes in direct company representative comes in direct contact with a customer in order to contact with a customer in order to

inform a client about a good or service inform a client about a good or service to get a sale.to get a sale.

Especially important for business-to-Especially important for business-to-business marketers since products and business marketers since products and services are complex and expensive.services are complex and expensive.


Different Roles Salespeople PerformDifferent Roles Salespeople Perform

Order TakerOrder Taker

Missionary Salesperson

Missionary Salesperson

Order GetterOrder Getter

Types of Salespeople


Relationship Selling

TransactionalSelling

Approaches to Personal Selling

Fo

cus

on

a R

ela

tio

ns

hip

W

ith

th

e C

ust

om

er

Lesser

Greater


Steps in the Creative Selling Process (Fig. 18.1)


Setting Sales Force Objectives

Setting Sales Force Objectives

Creating a Sales Force StrategyCreating a Sales Force Strategy

Recruiting, Training, and Rewarding Salespeople

Recruiting, Training, and Rewarding Salespeople

Major Decisions in Sales Management


Chapter Summary Explain the role of public relations and its function. Describe the steps in developing a public relations

campaign. Explain what sales promotion is and describe some

of the different types of trade and consumer sales promotion activities.

Explain the important role of personal selling in the marketing effort.

List the steps in the creative selling process. Explain the job of the sales manager.

18-1copyright 2000 prentice hall chapter 18 sales promotion, public relations, and personal selling

Documents