...Promotion and Public Relations William Allen XXXXXXXX University Promotion and Public Relations The marketing mix and the 4 Ps of marketing are an important part of any business plan. Promotion is the process an individual or businesses use to get the word out about their product or service to customers, stakeholders and the general public. Public relations is defined as the marketing function in which public attitudes are evaluated, helps to identify areas within the organization that may appeal to consumers, and can help to implement a program of action that will help to gain the public’s attention and acceptance. This paper will discuss the importance of using promotion and public relations in business. The objectives of sales promotions are to build product awareness, to create public interest, provide necessary information, to stimulate the demand for the product or service, and can also be used to reinforce a particular brand. Sales promotion techniques can be very effective in helping to expose new and current customers to products for the first time and can aid in important promotional components in the early stages of the new product introduction process. Sales promotion techniques are aimed at the determination to build product awareness among the public, as well as having the added bonus of seizing pertinent current customer data at the time of the product’s exposure. Sales promotion can act as an effective customer information gathering tool that can later be...
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...Public Relations & Sales Promotion Assessment 2 (25%) Public Relations Critique MODULE: BMKT 606 Seminar Tutor: Dr. Frances Ekwulugo Class: 307 - Thursday at 10am Author: [……..] Due date: 3rd April Word limit: 1000 Date: 14th March 2014 Word count: 998 * Brief This assessment was commissioned to critically analyse two examples of Public Relation activities occurred in the chocolate bar industry. In a world where communication runs as the speed of the light, a good reputation plays a decisive role indeed. In fact, the company’s reputation can be considered as one of its biggest assets (Hayman, 2011). For this reason a critical analysis of PR examples, may help to pragmatically understand the effects of a good or bad use of PR activities. A good reputation not only makes a company stand out from the mass, but it also gives a competitive edge too (Samuelson et al., 2000). Furthermore, effective PR creates a positive impact on the company’s reputation by communicating and creating good connections with all the organisation’s stakeholders (Jobber, 2010). * Mars’s England Sponsorship Mars chocolate bars has been developing, around its slogan “Work - Rest - Play” created in 2008, a unique marketing strategy (Mars, 2014; Sweney, 2008). From that moment, Mars has been trying to associate itself as the chocolate bars for sport lovers and, since 2009, it is the official snack supplier of England’s football team (Mars, 2014)...
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...adjustments. Project sales and income for next four quarters Before you start writing—read all of the material for this week’s assignment. As you read, highlight the areas of the text that align to this week’s paper. Next, take a few minutes to write an outline. This will save you a lot of time if you do this before starting to write. Here is an example of a sample outline for this paper. Your outline will look different—it will have the specifics that you intend to include in your paper. Sample Paper Outline Title: Promotion & Public Relations Introductory Paragraph (Write your thesis first…the rest of the paper will flow from your thesis.) Possible thesis statement: See example Week 1 Paragraph 1: Objectives of Sales Promotions Paragraph 2: Tools for Consumer Sales Promotion Include a discussion on consumerism and environmentalism Paragraph 3: Trade Sales Promotion Paragraph 4: Description of detailed sales promotion (created by you!) Paragraph 5: Sales Forecasting and project sales and income for next four quarters. Conclusion Paragraph: which links back to thesis…do not introduce new ideas here. Provide references to support information in paper. List your references in the text of the paper and at the end of the paper in a separate section. Once you have written your paper, be sure to go back to the assignment requirements and make sure you have included all of the required elements. Read the paper out loud and check for any...
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...INVESTMENT OPPORTUNITIES and ROLES OF PUBLIC RELATIONS AND ADVERTISING IN INVESTMENT PROMOTION IN NIGERIA By Ciboh Comfort Msughter DEPARTMENT OF MASS COMMUNICATION FACULTY OF SOCIAL SCIENCES BENUE STATE UNIVERSITY MAKURDI NIGERIA Nigeria has attractive environment for investment because Nigeria is a large market and the second largest economy in the continent. Investment in real estate The high demand for houses and limited availability of it has led to exorbitant cost of land and houses. This has made real estate investment opportunity more lucrative for investors. Agriculture The agricultural potential of Nigeria is barely being tapped and investment opportunities exist in seed production and distribution, fertilizer production and distribution, machinery and equipment, livestock and poultry, food processing Solid minerals Opportunities exist for the exploitation and export of natural gas, bitumen, limestone, coal, tin, columbite, gold, silver, lead-zinc, gypsum, glass sands, clays, asbestos, graphite, and iron ore, among others Power sector The power sector reform has moved the sector from the position of government ownership/management to a private-sector driven. Investment opportunities exist for power generation (gas, hydro, coal, wind, solar, etc) for local and foreign investors to build, own and operate and/or transfer independent electricity. Oil and gas sector Foreign and domestic investors are being encouraged through improved...
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...CHAPTER 16 ADVERTISING, SALES PROMOTION, AND PUBLIC RELATIONS |I. |LOOKING AHEAD: PREVIEWING THE CONCEPTS | | | | | | | |II. |ADVERTISING | | | | | | | |A. |Setting Advertising Objectives | | | | | | | |1. |Informative advertising | |2. |Persuasive advertising ...
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...PRODUCT PROMOTION Is the act of advertising a good or services with the short/long term goal of increasing sales. FOUR FACTORS WHICH MARKETING DECISIONS MAKING WITH REGARD TO PROMOTION: 1.) THE PROMOTION BUDGET AVAILABLE The amount of money available for promotion is the real determinant of the mix. BIG companies can make greater and more effective use of advertising than firms with limited resources. Small businesses rely on personal selling dealer displays. 2.) THE NATURE OF THE MARKET The influence of the nature of a company’s market is affected by the Geographic scope of the market, its concentration and type of customers and nature of competition. 3.) THE NATURE OF THE PRODUCT Consumer product and industrial goods frequently require different strategies. For instance, firms marketing convenience goods will rely heavily on manufacturer’s advertising, plus emphasis on dealers display. Personal selling plays a minor role, for industrial Goods such as machinery. 4.) THE STAGE OF THE PRODUCT PROMOTION’S LIFE CYCLE AND THE TARGET PROMOTION PRODUCT LIFE CYCLE (CPLC) – the course of a product’s sales and profit over its lifetime. Every product seem to go to PLC –it is born, goes through several phrases, and eventually dies as younger products come along that better suit and serve the consumer needs. METHODS USED TO PROMOTE A PRODUCT: A. ADVERTISING Is a tool that is available for everyone to use. Presentation and promotion ideas, goods, or services...
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...Promotion is the marketing term used to describe all marketing communications activities and includes personal selling, sales promotion, public relations, direct marketing, trade fairs and exhibitions, advertising and sponsorship. Promotion needs to be precisely coordinated and integrated into the businesses global communications message, and this is called Integrated Marketing Communications (IMC). IMC integrates the message through the available channels to deliver a consistent and clear message about your company’s brands, products and services. Any movement away from the single message confuses the consumer and undermines the brand. The promotions mix (the marketing communications mix) is the specific blend of promotion tools that the company uses to persuasively communicate customer value and build customer relationships. Kotler et al (2010). Promotion is the element of the marketing mix which is entirely responsible for communicating the marketing proposition. Marketers work hard to create a unique marketing proposition for their product or service. McDonald's is about community, food and enjoyment. Audi is about the driver experience and technology. Think of it like a cake mix, the basic ingredients are always the same. However if you vary the amounts of one of the ingredients, the final outcome is different. It is the same with promotions. You can integrate different aspects of the promotions mix to deliver a unique campaign. Now let's look at the different elements...
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...encompasses more than just these individual elements. The American Marketing Association defines marketing as the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational objectives. Effective marketing requires that managers recognize the interdependence of such activities as sales and promotion and how they can be combined to develop a marketing program. The AMA definition recognizes that exchange is a central concept in marketing. For exchange to occur, there must be two or more parties with something of value to one another, a desire and ability to give up that something, to the other party, and a way to communicate with each other. Advertising and promotion play an important role in the exchange process by informing consumers of an organizalion's product or service and convincing them of its ability to satisfy their needs or wants. Not all marketing transactions involve the exchange of money for a tangible product or service. Nonprofit organizations such as charities religious groups, the arts, and colleges and universities (not in the Czech republic yet) receive millions of dollars in donations every year. Charitable organizations often use ads to solicit contributions from the public. Donors generally do not receive any material benefits for their contributions; they donate in exchange for intangible social and psychological satisfactions such as feelings...
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...THE PROMOTIONAL MIX A company’s total promotion mix also called its marketing communications mix; consists of the specific blend of advertising, public relations, personal selling, sales promotion, and direct marketing tools that the company uses to persuasively communicate customer value and build customer relationships. THE FIVE MAJOR PROMOTION TOOLS The Nature of each Promotion Tool ADVERTISING Each promotion tool has unique characteristics and costs. Marketers must understand these characteristics in shaping the promotion mix. Advertising: Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor. For example, advertising includes broadcast, print, Internet, mobile, outdoor, and other forms. Advertising Objectives The first step is to set advertising objectives. These objectives should be based on past decisions about the target market, positioning and marketing mix, which define the job that advertising must do in the total marketing program. An advertising objective is a specific communication task to be accomplished with a specific target audience during a specific period of time. Advertising objectives can be classified by primary purpose – whether the aim is to inform, persuade or remind. Informative advertising – this advertising is used to inform consumer about a new product or feature or to build primary demand. Persuasive advertising – this type of advertising is used to build...
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...INTEGRATED MARKETING COMMUNICATIONS PLAN Kathrine M. Decker I St. Bonaventure University Promotions and Marketing for Public Relations Contents 3 Executive Summary 5 Situation Analysis 11 Market Research 13 SWOT Analysis 17 Overall IMC Strategy 18 IMC Objectives 19 Marketing Strategy 21 Target Audiences 23 Creative Brief 24 Corporate Identity 28 Public Relations Campaign 36 Online Initiatives 46 Advertising Initiatives 50 Campaign Timeline 51 Campaign Budget and ROI 53 Evaluation 55 Conclusion 56 Appendices Contents Promotions and Marketing for Public Relations Executive Summary Trading Post Community Care Center is a nonprofit organization in Springville, New York. It relies entirely on the time and dedication of volunteers and the contributions of donors to serve the community. Trading Post offers an array of services, the most prominent being a clothing exchange program and food pantry. Its primary competition includes other organizations in the community that vie for donations and volunteers, most commonly churches, hospitals, and schools. Trading Post served more than 18,000 clients and acquired 7,500 volunteer hours in 2009, but overall awareness is low. Research determined that most of its services had less than 50 percent awareness in the community. Trading Post is not recognized as a separate entity from its parent organization...
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...is for the Samsung galaxy s4. I will be describing how the promotional mix that is used to promote the product. The second promotional mix I have chosen is for Lynx Apollo Marketing mix The marketing mix is the combination of four major tools of marketing otherwise known as the 4ps • Product • Promotion • Price • Place Promotional mix The traditional 4ps of the marketing mix are appropriate for dealing with tangible products such as a car or a pair of football boots. But for services such as banking and retailing the 4ps cannot be applied. So an extended marketing mix – the 7ps – is used • People • Processes • Physical evidence In order to develop a successful promotional mix for a product, it is important for a business to first, understand the nature of the customers and their needs and wants. The business needs to act to the information about their customers and create marketing activities that deliver something of value to customers. To implement marketing activities the business uses the marketing mix. Advertising The American marketing associations definition of advertising is: ‘advertising is a paid form of non-personal presentation and promotion of ideas, goods or services by an identified sponsor’. Advertising is the method used by a wide variety of organisations to; • Communication a message to a selected audience • Persuade people to buy a product or service • Highlight specific features or qualities inherent within the product or service ...
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...15 talks about the role of promotion in the marketing mix, the elements of the promotional mix, the communication process. The communication process has several steps, the goals and tasks of promotion, the AIDA concept and its relationship to the promotional mix, the factors that affect the promotional mix and the concept of integrated marketing communications. First, the role of promotion in the marketing mix. Promotion is communication by marketers that informs, persuades, and reminds potential buyers of a product in order to influence an opinion or elicit a response. Promotional strategy is the plan for using the elements of promotion-advertising, public relations, sales promotion, and personal selling-to meet the firm's overall objectives and marketing goals. Based on these objectives, the elements of the promotional strategy become a coordinated promotion plan. The promotion plan then becomes an integral part of the total marketing strategy for reaching the target market along with product, distribution, and price. Second, the elements of the promotional mix. The elements of the promotional mix include advertising, public relations, sales promotion, and personal selling. Advertising is a form of impersonal, one-way mass communication paid for by the source. Public relations is the function of promotion concerned with a firm's public image. Firms can't buy good publicity, but they can take steps to create a positive company image. Sales promotion is typically used to back...
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...marketing objectives is often referred to as the company’s ________. a. direct marketing b. target marketing c. promotion mix d. marketing mix 2. Companies often make use of short-term incentives to encourage the purchase or sale of a product or service called ________. a. direct marketing b. sales promotions c. personal selling d. public relations 3. When most people think of marketing, they think first of the common form of paid, nonpersonal, presentation or promotion of ideas, goods, or services by an identified sponsor that is called ________. a. sales promotion b. advertising c. direct marketing d. personal selling 4. Which of the five major promotion tools includes press releases and special events? a. sales promotion b. personal selling c. direct marketing d. public relations 5. The major promotion tool that includes catalogs, telephone marketing, kiosks, the Internet, and more is called ________. a. sales promotion b. direct marketing c. public relations d. advertising 6. ________ includes point-of-purchase displays, premiums, discounts, coupons, specialty advertising, and demonstration. a. Sales promotion b. Direct marketing c. Public relations d. Advertising 7. Companies use all of the following methods to set their advertising budget EXCEPT the ________...
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...product to food stores (push strategy). What kinds of feedback would you receive from both the advertising and your salesforce? How could you increase both the quality and quantity of each? Feedback is gold dust for any business. Quality feedback is the most accurate way to guarantee the market acceptance for your product. Having in mind that we already using advertising and personal selling I think our feedback will point the implementing of public relations, sales promotions and direct marketing. This implementing will help improve quality and quantity to the eye of the consumer: * Advantages of Public Relations Public relations are indirect, unpaid communications through news outlets and other credible sources. This type of marketing communication requires the cooperation of the news media. Consumers are likely to believe public relations messages above all other types of marketing communications. Public relations reach consumers best before they make their purchase. * Advantages of Sales Promotions Sales promotions are discounts such as coupons, sales and giveaways. This type of marketing communication is highly effective at changing consumer response at the time of purchase. Marketers often use this type of communication in the maturity stage of the product life cycle to spur renewed interest and to remind consumers of the product. * Advantages of Direct Marketing Direct selling is marketing communication through postal mail, email or over the telephone...
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...J Busi. Inf. Tech. Vol-4 No. 1, March 2014 Review and Explain the Impact of Promotion Elements on Brand Equity (Case study: Samsung Brand) #1 1 Hamidreza Salmani Mojaveri, #2Amin Allahbakhsh, #3Mostafa Salmani Mojaveri Ph.D. candidate, Department of Management and Economic, Science and Research Branch, Islamic Azad University, Tehran ,Iran mazisalmani@yahoo.com 2 Master of Executive Management, Payam e Noor University, Babol, Iran 3 Department of Industrial Engineering student , Department of Industrial Engineering, Islamic Azad University,Firoozkoh,,Iran Abstract— This study has been examines the relationship between elements of promotion and brand equity in the home, audio and video products (Samsung brand case study). Type of present Research Method is descriptive and correlation based on structural equation modeling. For this purpose a questionnaire with 36 questions has been designed. Results of data analysis with use structural equation modeling is supported the research hypotheses about the direct effects of variables on each other. Results indicate positive effects of the brand equity dimensions on the brand equity and strong impact of promotion dimensions on these dimensions. finally use of brand enrichment activities (such as extensive advertising, employing qualified and efficiently vendors, increase communication with goal customer use of various and appropriate sales promotion and extensively , use of marketing without intermediaries e.g. creating sites)...
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