![]() ![]() The direct responsibility of marketing public relation (MPR) is to support corporate and product branding activities. The major function of the public relation office is to handle press releases, support product publicity, create and maintain the corporate image, handle matters with lawmakers, guide management with respect to public issues.Ĭompanies are looking at ways to converge with functions of marketing and public relation in marketing public relation. This servicing of relation is done by the public relation office. Evaluation program is a must after implementation of the promotional scheme.Ĭompanies cannot survive in isolation they need to have a constant interaction with customers, employees and different stakeholders. Once the activity is launched it should be controlled as to remain within the budget. Sales promotion activity should under-go pretest before implementation. The final selection of the consumer promotional tools needs to consider target audience, budget, competitive response and each tools purpose. Sales promotional activity for the product is selected looking at the overall marketing objective of the company. Sales promotion is usually targeted at the fence sitters and brand switchers. Sales promotion activity can have many objectives, for example, to grab attention of new customer, reward the existing customer, increase consumption of occasional users. ![]() ![]() Sales force incentive could be convention, trade shows, competition among sales people. ![]() Trade incentive could be price off, free goods and allowances. Consumer incentives could be samples, coupons, free trial and demonstration. The focus of advertising to create reason for purchase the focus of promotion is to create an incentive to buy. Promotion can be launched directed at consumer or trade. Promotion is an incentive tool used to drive up short term sales. There are two types of research communication effect research and sales effect research. After which timing of broadcast of the message is essential as to grab attention of the target audience.Ĭhecking on the effectiveness of communication is essential to companys strategy. Based on this choice of media types are made from newspaper, television, direct mail, radio, magazine and the internet. The choice of depends on reach of media, frequency of transmission and potential impact on customer. Once the message is decided the next step is finalizing the media for delivering the message. Messages development further is divided into four steps, message generation, message evaluation and selection, message execution, and social responsibility review. Money or budget decision for advertising should look at stage of product life cycle, market share and consumer base, competition, advertising frequency and product substitutability. Objective has to follow the marketing strategy set by the company. The objectives could be to inform, persuade, remind or reinforce. Mission looks at setting objectives for advertising. However, the treatment meted out to advertisement defers from an organization to an organization.Īdvertising development involves a decision across five Ms Mission, Money, Message, Media and Measurement. Advertisement is not only used by companies but in many cases by museum, government and charitable organizations. The four main tools of promotion are advertising, sales promotion, public relation and direct marketing.Īdvertising is defined as any form of paid communication or promotion for product, service and idea. Promotion looks to communicate the companys message across to the consumer. All four of these elements combine to make a successful marketing strategy. The 4 Ps of marketing are product, price, place and promotion. ![]()
0 Comments
Leave a Reply. |
Details
AuthorWrite something about yourself. No need to be fancy, just an overview. ArchivesCategories |