A presentation on

Publicity

Public Relations

Personal Selling

Direct marketing

IMC

By

Gheethu Maria Joy

SMS CUSAT

Roll No: 21

Discussed So Far…

4 P’s

Publicity/Public Relations

Another Element of the Promotional Mix

PUBLICITY

1. Definition

2. Examples

3. How different from other promotion mix?

1. A free communication ?

2. How should publicity be implemented?

3. Why is publicity used?

PUBLICITY VS. ADVERTISING

1. Similarities

2. Dissimilarities

Negative publicity

Positive Publicity

PUBLICITY

What is PR?

Managing Image and Reputation

How is publicity and PR related?

What is PR?

Publicity & Public Relations

The Process of Public Relations

Measuring Program Effectiveness

Developing and Executing a PR Program

Establishing a PR Plan

Determining and Evaluating Public Attitudes

PUBLIC RELATIONS

The public relations company will:1. Coordinate media relations2. Lobbying 3. Prepare Brochures and Annual Reports4. Manage Crises5. Short feature articles for trade

magazines6. Web site

Public Relations Functions

Other PR functions :1. Community Relations2. Employee Relations3. Product Public Relations4. Financial Relations

PR OBJECTIVES

Public Relations/Publicity1. Advantages2. Disadvantages

Other public relations activities include:

•Publicity events•Books and other writings•Collateral literature, both offline and online•Direct communication•Blogs•Social media and social networks

Public Relations Specialists

Work with customers, employees, media, civic and professional groups, legislators, government officials, consumer activists, stockholders, environmentalists, and suppliers.

Work in both public & private sector

Public Relations Specialists

Principal task is to publicize good news about a company and its products--- and to control the damage done by any negative news.

PERSONAL SELLING

STEPS IN PERSONAL SELLING PROCESS

Prospecting Identifying and Qualifying

Pre approach and call planning

Presentation approach and demonstration

Handling of Objections

The close

Follow up

SALES POSITIONS1. ORDER TAKER

2. ORDER GETTER

3. SUPPORT PERSONNEL

• MISSIONARY SALESPERSON• TECHNICAL SALESPERSON• TRADE SALESPERSON

METHODS OF PERSONAL SELLING

1. Selling across the table

2. Selling at the counter

3. Selling at the door-step

4. Auction Selling

5. Tender Selling

Personal Selling– Communication Platform

Distinctive Qualities Of Personal Selling

Contributions of sales force

Merits

Limitations

Direct Marketing

NON – PUBLIC

CUSTOMIZED

UP-TO-DATE

INTERACTIVE

IMC – Integrated Marketing Communications

What is IMC?

Example

Obstacles

Benefits

IMC