public relations
TRANSCRIPT
PUBLIC RELATIONS
Definition
Public relations are the practice of managingthe spread of information between anindividual or an organization and the public inorder to earn the good will.
The aim of public relations is to persuade thepublic, prospective customers, investors,partners, employees, and other stakeholders.
Who are our public?
The general public
Board or management committee
Members and volunteers
The travel industry
Employees
Sponsors
The media
Government
Education providers
Two types of public relations
Internal relations
External relations
Internal relations
Internal Public of Public Relations includes relations with:
Shareholders or Investors
Employees
Suppliers
Distributors
Retailers/ Dealers
Other business associations
External relations
External Publics of Public Relations includes:
Consumers/Customers
Community
Mass Media
Government
Financial Institutions
General Publics
Sales promotion
Sales promotion includes severalcommunications activities that attempt toprovide added value or incentives toconsumers, wholesalers, retailers, or otherorganizational customers to stimulateimmediate sales.
Sales promotion is needed to attract newcustomers, to hold present customers, tocounteract competition.
Consumer sales promotion techniques
Free samples
Premium or Bonus offer
Exchange schemes
Price-off offer
Scratch and win offer
Types of Sales Promotion
Consumer Market-Directed
Trade Market-Directed/ trade-in
Business-to-Business Market-Directed
Consumer Market-Directed
Consumer sales promotions encompass avariety of short-term promotionaltechniques. The most popular consumer salespromotions are directly associated withproduct purchasing.
Trade Market-Directed
Trade-in promotions allow consumers toobtain lower prices by exchanging somethingthe customer possess, such as an olderproduct that the new purchase will replace.
Such promotions are used in other industries,such as computers and golf equipment,where the customer’s exchanged product canbe resold by the marketer in order to extractvalue.
Business-to-Business Market-Directed
B-to-B marketers do not use coupons as a vehicle for sales promotion.
sell to both consumer and business customers.
the techniques more likely to be utilized include: price-reductions
free product
promotional products
trade shows
