Core Concepts of Marketing by John Burnett - HTML preview

CHAPTER 8

COMMUNICATING TO MASS MARKETS

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Exam ple of a reba te offer.

manufacturer,

instance, has made substantial contributions of

cash and products

to the local heart fund telethon . Immediately following

telethon, they run a

ad in several magazines describing their contributions, and describing a;pecial rebate of

5¢ for every candy wrapper mailed in. The 5¢ can

donated to the heart

if the cus-

wishes. The sales reps also have copies of this promotion to show their customers.

Clearly, this strategy has all

components of the IMe mix.

SALES PROMOTION AND PUBLIC RELATIONS

207

Types of Sales Promotion

There are a great many techniques that are considered sales promotion. One way of organ-

izing this myriad of techniques is in terms of audience. As shown in Table 8.4, sales pro-

motions are directed at consumers, employees, and distributors, and dealers. While consumers

attract the greatest number of sales promotion devices, the other two audiences are grow-

ing in importance. While space does not permit a discussion of these strategies, some gen-

eralizations apply to all. Specifically, the value of a sales promotion is especially prominent

when a marketer is introducing a new product, especially a product with high perceived

risk; is interested in creating a repeat purchase pattern for the customer; is attempting to

create movement of large amounts of products quickly; is attempting to counter the strat-

egy of a competitor; and is trying to move marginal customers to make a choice. Sales pro-

motion cannot compensate for a poor product or ineffective advertising. Nor can it create

strong brand loyalty or reverse a declining sales trend.

Public Relations: The Art of Maintaining Goodwill

Every organization engages in some form of public relations (PR) . In essence, every form

of communication emitted by an organization both internally and externally is perceived

by various publics. In tum, these publics form attitudes and opinions about that organiza-

tion, which affect their behaviors. These behaviors range from low morale on the part of

the employees to product rejection on the part of consumers.

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208