Slide Terakhir bagi Pelajar NMIT EDUCITY yang mengambil sabjek ini JAN-MAY 2015

1. MGT 2306
MARKETING MANAGEMENT
Lesson 10B

2. LESSON 10B OBJECTIVES
• Describe the elements of the promotional mix
- Sales Promotions
- Public Relations / Publicity

3. SALES PROMOTION

4. SALES PROMOTION
• A Short-term incentive to encourage sale or
trial. It is a short-term strategy that
encourages consumers to buy now!
• Example:
competitions
2 for 1 deals
price specials
premiums etc.

7. WHY SALES PROMOTION?
• The need to increase current sales
• Companies face more competition
• Competing brands offer less differentiation
• Advertising inefficiency due to rising costs,
clutter, and legal constraints
• Consumers have become more deal-
oriented – no promotion, no purchase!

8. MAJOR SALES PROMOTION
TOOLS
Samples Coupons
Cash
refunds
Price packs
Premiums
Advertising
specialties
Patronage
rewards
Point-of-
purchase
displays
Demonstrat
ions
Contests
Sweepstake
s
Games

9. SAMPLES
Samples offer a free trial
from the pack
Coupons are certificates that
give buyers a saving when they
purchase specific products
Coupons

10. CASH REFUNDS
Are similar to coupons except
that the price reduction occurs
after the purchase
They offer consumers savings
off the regular price of a
product
Price Packs

11. PREMIUMS
Are goods offered either for
free or at low price
Are useful articles imprinted
with the advertiser’s name,
logo, or message that are given
as gifts to consumers
Advertising
specialties

12. PREMIUMS AND ADVERTISING
SPECIALTIES
• they mean the same; the only difference is the
image it projects. (perbezaan hanya terdapat
dalam imej)
• All premiums and specialties have the name of
the sponsor on it.
• By using the premium, you are indirectly helping
the organization advertise itself through you.

13. PATRONAGE
REWARDS
Customers become
‘Members’ of the
company through
subscriptions & get
‘points’ or invites to
special sales, events or
functions where
membership is given
special treatment or
rewarded with
premiums or offers
A company
representative ‘SHOWS’
how a product works by
demonstrating ‘live’ or
on a recorded media for
repeated playback.
Example: Chef Wan and
Maggi products, Chef
Ismail (Iron Chef)
Demonstrations

15. POINT-OF-
PURCHASE
PROMOTIONS
Include displays and
demonstrations that take
place at the point of sales
Require an entry by a
consumer. It gives consumers
the chance to win something.
Contests

16. CONTEST
SWEEPSTAKES
Require consumers to submit
their names for a drawing
Present consumers with
something that may or may not
help them win a prize
Games

17. SALES
CONTESTS
Are effective in motivating
salespeople or dealers to
increase performance over
a given period
Are effective to reach many
customers not reached with the
regular sales force
Conventions

18. PRO’S AND CONS’
√ May be targeted at trade or consumers
√ Makes use of variety of formats
√ Attracts attention, offers strong purchase
incentives, dramatizes offers and boosts
sagging sales
√ Stimulates quick response
X Short-lived
X Not effective in building long-term brand
preferences.

19. PUBLIC RELATIONS
Public relations involves building good
relations with the company’s various publics
by obtaining favorable publicity, building up a
good corporate image, and handling or
heading off unfavorable rumors, stories, and
events
Public relations is used to promote product,
people, ideas, and activities

20. SAMPLES OF PUBLICITY

21. LET’S WATCH THIS PR CLIP..

22. Press relations (akhbar hubungan) or press agency
(agensi perhubungan) involves the creation and
placing of newsworthy information to attract attention
to a person, product, or service
Product publicity involves publicizing specific
products
Public affairs (hal ehwal awam) involves building and
maintaining national or local community relations

23. Lobbying (lobi) involves building and maintaining
relations with legislators and government officials to
influence legislation and regulation
Investor relations (perhubungan pelabur) involves
maintaining relationships with shareholders and
others in the financial community
Development (Pembangunan) involves public
relations with donors or members of nonprofit
organizations to gain financial or volunteer support
PUBLIC RELATIONS OBJECTIVES

24. SAVE OUR SHARKS

25. PUBLIC RELATIONS
IS…..
• Lower cost than advertising (tidak perlu
belanja banyak wang)
• Stronger impact on public awareness than
advertising. (kesan kuat)

26. MAJOR PUBLIC RELATIONS TOOLS
News
(Berita)
Speeches
(Ceramah)
Special events
(Acara Istimewa)
Written materials
(Bahan cetakan)
Audiovisual
materials
Corporate
identity materials
Public service
activities
(Perkhidmatan
awam)
Buzz marketing
Social networking
Mobile tour
marketing Internet

28. PRO’S AND CONS’
√ Highly credible
√ Many forms : stories, features, events,
sponsorships
√ More far-reaching than other promotional mixes
√ Dramatizes company and its benefits
X Often the most underused element in the
promotional mix