This document discusses different elements of promotional mix including publicity, public relations, personal selling, direct marketing, and integrated marketing communications (IMC). It provides definitions and examples of publicity and public relations, explaining how they are similar but also different from other promotional strategies like advertising. The key processes, functions, objectives and specialists involved in public relations are outlined. Personal selling includes identifying prospects, different sales positions, methods of personal selling and its distinctive qualities as a communication platform. Direct marketing is described as non-public, customized, up-to-date and interactive. Finally, IMC is introduced as integrating these different promotional strategies, along with some benefits and challenges of adopting an IMC approach.

1. A presentation on
 Publicity
 Public Relations
 Personal Selling
 Direct marketing
 IMC
By
Gheethu Maria Joy
SMS CUSAT
Roll No: 21

2. Discussed So Far…

3. 4 P’s

8. Publicity/Public Relations
Another Element of the Promotional Mix

9. PUBLICITY
1. Definition
2. Examples
3. How different from other promotion mix?

10. 1. A free communication ?
2. How should publicity be implemented?
3. Why is publicity used?

11. PUBLICITY VS. ADVERTISING
1. Similarities
2. Dissimilarities
Negative publicity
Positive Publicity
PUBLICITY

12. What is PR?

13. Managing Image and Reputation

15. How is publicity and PR related?
What is PR?
Publicity & Public Relations

17. The Process of Public Relations
Measuring Program Effectiveness
Developing and Executing a PR Program
Establishing a PR Plan
Determining and Evaluating Public Attitudes

18. PUBLIC RELATIONS
The public relations company will:
1. Coordinate media relations
2. Lobbying
3. Prepare Brochures and Annual Reports
4. Manage Crises
5. Short feature articles for trade
magazines
6. Web site
Public Relations Functions

19. Other PR functions :
1. Community Relations
2. Employee Relations
3. Product Public Relations
4. Financial Relations
PR OBJECTIVES
Public Relations/Publicity
1. Advantages
2. Disadvantages

20. 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

22. 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

23. 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.

25. PERSONAL SELLING

30. STEPS IN PERSONAL SELLING
PROCESS

31. Prospecting Identifying and Qualifying
Pre approach and call planning
Presentation approach and demonstration
Handling of Objections
The close
Follow up

32. SALES POSITIONS
1. ORDER TAKER
2. ORDER GETTER
3. SUPPORT PERSONNEL
• MISSIONARY SALESPERSON
• TECHNICAL SALESPERSON
• TRADE SALESPERSON

33. 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

34. Personal Selling
– Communication Platform
Distinctive Qualities Of Personal Selling
Contributions of sales force
Merits
Limitations

39. Direct Marketing
 NON – PUBLIC
 CUSTOMIZED
 UP-TO-DATE
 INTERACTIVE

43. IMC – Integrated Marketing Communications
What is IMC?
Example
Obstacles
Benefits
IMC