The Relationship of Advertising to the promotional mix Novrita Widiyastuti, S.Sos

Promotion Mix Elements  Public Relation  Media Advertising  Sales Promotion  Direct Marketing  Personal Selling

Public Relation  The Institute of Public Relations defines public relations as follows: Public relations is about reputation – the result of what you do, what you say and what others say about you. Public relations practice is the discipline which looks after reputation with the aim of earning understanding, and support, and influencing opinion and behavior.

Sales Promotion  The Institute of Sales Promotion defines sales promotion as: Sales promotion comprises that range of techniques used to attain sales and marketing objectives in a cost-effective manner by adding value to a product or service either to intermediaries or end-users, normally but not exclusively within a defined time period.

Sales Promotion  Marketing activities intended to stimulate quick buyer action by offering extra benefits to customer  Commonly used to obtain an increase in sales short term. Could involve using money off coupons or special offers, contest, trade show, in-store displays, rebates, samples, and discounts

Direct-Response Marketing  Direct-response marketing may be defined as: Direct-response marketing is selling goods or services without shops and usually without personal salespeople, direct to customers in response to orders generated by direct mail shots, leaflets, catalogues, telephone calls and printed or broadcast advertisements.

Direct-Response Marketing  Direct Mail is the sending of publicity material to a named person within an organization

Personal Selling  Personal selling: Selling a product service one to one  Personal communication of information to persuade somebody to buy something  Salespersons are assigned and trained to promote product and services directly to customers. Salespersons can range from someone who merely takes sale orders to people who provide expertise in finding solution to customers’ problems.

Packaging  Packaging is all activities of designing and producing the container or wrapper for a product  Not only for wrapping products, but for attract attention when displayed in retail outlet

Packaging  In addition to the above, the pack has become the final means of communicating brand benefits. The pack can also be used to inform promotion activities.  The elements in the pack design such as shape, size, color, brand name and type face reflects brand identity and brand image as established by advertising communication.

Sponsorship  Sponsorship is the giving of monetary or other support to a beneficiary in order to make that beneficiary viable, sometimes for altruistic reasons  Sponsorship may not have a direct effect on sales but it creates a climate of goodwill where the corporate or brand image is associated with benefiting sports, cultural and other worthwhile activities, players and performers.