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SALES PROMOTION &
PUBLICITY
  73 Explain public relations
  74 Identify public relations tools
  75 Explain the internal and external aspects of public
  relations
  76 Explain sales promotion as related to the SER industries
  77 Describe the elements of an SER sales promotion
  campaign
A. Trade Promotion
Activities designed to gain manufacturers and retailers
   support for a product
1. Slotting allowances - Cash paid by the manufacturer
   to a retailer for all costs involved in placing a new on
   its shelves
2. Buying allowances - A price discount given by
   manufacturers to retailers to encourage buying a new
   product or a larger quantity of a new products
3. Trade shows/conventions - Shows to demonstrate
   and introduce new products and increase sales of
   existing products
4. Sales incentives - Awards given to managers and
   employees who successfully meet or exceed a set
   sales quota
B. Consumer Sales
Promotion
Activities designed to encourage customers to buy
  products
1. Licensing - License a logo, trademark, trade
  character, names, likenesses and personal
  endorsements to another business
2. Promotional tie-in - When 2 companies combine
  resources to share the costs of promoting (ex.
  Disney and Toys R Us)
3. Visual merchandising & displays - Coordination of
  all physical elements (window, floor, counter,
  shelves, ceiling, etc.) to project an image to
  customers
Consumer Sales Promotion
cont.
4. Premium - Low cost items given away free to
  consumers as a condition of purchase
a. Coupon - Certificates entitling customers to
  cash discounts
b. Factory pack - Free gifts placed in product
  packages
c. Traffic builder - Pens, key chains, calendars
  etc., given away free for visiting store or
  special event
d. Coupon plan - Ongoing programs offering a
  variety of premiums (ex. MVP cards, Koolaid
  points)
Consumer Sales Promotion
cont.
5. Product sample - A free trial size of a product
6. Incentive - Use to create excitement and interest
   about products and therefore increase sales
a. Contest - Games or activities that require
   participant to demonstrate a skill (ex. Essay, name
   a new product, picture, collect pieces – like
   Monopoly etc.)
b. Sweepstakes - Games of chance (ex. Scratch off
   tickets, peel off tickets)
c. Rebate - Discounts offered when purchasing
   during a given time period (ex. Printer at Xmas)
Publicity
Involves placing newsworthy information about a company,
   product, or person in the media

Public Relations - Activity designed to create goodwill toward a
  business

Audiences - Different targets for public relations
 Employees - Newsletters, employee suggestion programs,
  recognition programs
 Customers - Customer advisory boards, customer feedback
  forms, sponsor special events , provide: In-store restaurants,
  child care, gift wrap, fax, copy, free delivery
 Community - Sponsoring teams, awarding scholarships,
  donating to charities, encouraging employees to join civic
  organizations
Publicity cont.
   News release - A pre-written story about a
    company that is sent to various media
   Press kit - A folder containing articles, news
    releases, feature stories, and photographs
    about a company – often given to media to
    assist in writing a story
   Press conference - A meeting in which media
    members are invited to hear an announcement
    about a newsworthy event

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Sales promotion & publicity

  • 1. SALES PROMOTION & PUBLICITY 73 Explain public relations 74 Identify public relations tools 75 Explain the internal and external aspects of public relations 76 Explain sales promotion as related to the SER industries 77 Describe the elements of an SER sales promotion campaign
  • 2. A. Trade Promotion Activities designed to gain manufacturers and retailers support for a product 1. Slotting allowances - Cash paid by the manufacturer to a retailer for all costs involved in placing a new on its shelves 2. Buying allowances - A price discount given by manufacturers to retailers to encourage buying a new product or a larger quantity of a new products 3. Trade shows/conventions - Shows to demonstrate and introduce new products and increase sales of existing products 4. Sales incentives - Awards given to managers and employees who successfully meet or exceed a set sales quota
  • 3. B. Consumer Sales Promotion Activities designed to encourage customers to buy products 1. Licensing - License a logo, trademark, trade character, names, likenesses and personal endorsements to another business 2. Promotional tie-in - When 2 companies combine resources to share the costs of promoting (ex. Disney and Toys R Us) 3. Visual merchandising & displays - Coordination of all physical elements (window, floor, counter, shelves, ceiling, etc.) to project an image to customers
  • 4. Consumer Sales Promotion cont. 4. Premium - Low cost items given away free to consumers as a condition of purchase a. Coupon - Certificates entitling customers to cash discounts b. Factory pack - Free gifts placed in product packages c. Traffic builder - Pens, key chains, calendars etc., given away free for visiting store or special event d. Coupon plan - Ongoing programs offering a variety of premiums (ex. MVP cards, Koolaid points)
  • 5. Consumer Sales Promotion cont. 5. Product sample - A free trial size of a product 6. Incentive - Use to create excitement and interest about products and therefore increase sales a. Contest - Games or activities that require participant to demonstrate a skill (ex. Essay, name a new product, picture, collect pieces – like Monopoly etc.) b. Sweepstakes - Games of chance (ex. Scratch off tickets, peel off tickets) c. Rebate - Discounts offered when purchasing during a given time period (ex. Printer at Xmas)
  • 6. Publicity Involves placing newsworthy information about a company, product, or person in the media Public Relations - Activity designed to create goodwill toward a business Audiences - Different targets for public relations  Employees - Newsletters, employee suggestion programs, recognition programs  Customers - Customer advisory boards, customer feedback forms, sponsor special events , provide: In-store restaurants, child care, gift wrap, fax, copy, free delivery  Community - Sponsoring teams, awarding scholarships, donating to charities, encouraging employees to join civic organizations
  • 7. Publicity cont.  News release - A pre-written story about a company that is sent to various media  Press kit - A folder containing articles, news releases, feature stories, and photographs about a company – often given to media to assist in writing a story  Press conference - A meeting in which media members are invited to hear an announcement about a newsworthy event