The compilation of these Marketing Notes makes students exam preparation simpler and organised.
Sales Promotion and Publicity
Have you heard the saying no publicity is bad publicity? Well is this really true? Sales Promotion and Publicity are very important for a company and also for the consumer. It makes them aware of products and services. Let’s find out more about Sales Promotion and Publicity.
Sales Promotion
Sales promotion is one of the elements of the promotional mix. It uses both media and non-media marketing communications for a pre-determined, limited time to increase consumer demand, stimulate market demand or improve product availability. Examples include contests, coupons, freebies, loss leaders, the point of purchase displays, premiums, prizes, product samples, and rebates.
It may be directed at the customer, sales staff, or distribution channel members. Sales promotions targeted at the consumer are called consumer sales promotions. Sales promotions targeted at retailers and wholesale are called trade sales promotions.
Publicity
The word publicity is derived from the French word ”publicité”. It is the movement of information to the general public from the media. The subjects of publicity include people (for example, politicians and performing artists), goods and services, organizations, and works of art or entertainment.
Publicity is gaining public visibility or awareness for a product, service or your company via the media. It is the publicist that carries out publicity, while PR is the strategic management function that helps an organization communicate, establishing and maintaining communication with the public. This can be done internally, without the use of media.
Some examples of promotional tactics are Announce an appointment, Arrange a speech or talk, Arrange for a testimonial, Art people, Conduct a poll or survey, Event sponsorship, Invent then present an award, Issue a commendation, Issue a report, Make an analysis or prediction, Organize a tour of your business or projects, Stage a debate and Take a stand on a controversial subject
Examples:
Question 1.
Assertion: The differential pricing structure is designed to accommodate the various categories of buyers.
Reason: It aims at increasing sales and revenues and driving the competitors out of the market.
a. Both Assertion and Reason are correct and Reason is the correct explanation for Assertion
b. Both Assertion and Reason are correct but Reason is not the correct explanation for Assertion
c. The assertion is incorrect but Reason is correct
d. Both Assertion and Reason are incorrect
Answer:
The correct answer is the option “b”.
The differential pricing structure is designed to accommodate the various categories of buyers not because it aims at increasing sales and revenues and driving the competitors out from the market.
Question 2.
Scope of _______ is limited but scope of _________ is wider.
a. Selling, Manufacturing
b. Marketing, Publicity
c. Selling, Marketing
d. Marketing, Selling
Answer:
The correct answer is the option “c”.
Marketing is a broad, somewhat simplistic concept, where selling is thought of as an exchange activity. Marketing is an overall Organisational activity (the planning, pricing, promotion, packaging, advertising) and selling of any Value Offer (Product) Selling is therefore only a part of the overall Marketing of any Product, and therein lies the difference.