PR & Advertising Advertising plays an important part in the retailer‘s campaign to inform the public of the events, promotions and the various ranges of products that it carries. Advertising can only go as far as it can and its success will also depend on the retailer‘s relationship with the consumer. Advertising includes the use of media as magazines, newspapers, radio, television, signs and direct mail (Perreault & McCarthy 1996).

What is advertising? Kotler in Mersham & Skinner (2001:90) states advertising is referred to as any paid, non-personal presentation and promotion of ideas, goods or services by an identified sponsor. Advertising can be simply defined as a persuasive message that requires payment for the space it requires within the chosen medium (Mersham & Skinner, 2001). Advertising is conducted to reach as many people as possible. Advertisements that are in magazines and newspapers and on television are impressive and very costly. It must be noted that special sales promotion coupons, sweepstakes, trade shows, sporting events sponsored by firms add up to even more expense (Perreault & McCarthy, 1996).

According to Perreault & McCarthy (1996:476) advertising contacts vary in cost and results. This means marketing managers and advertising managers who work with them have strategic decisions to make. They further state that they must decide on the following: o Who their target audience is, o What kind of advertising to use, o How to reach customers (via which types of media) o What to say to them (the copy thrust), o Who will do the work - the firm‘s own advertising department or an outside agency?

o Other specialist departments Advertising agency Most Public Relations practitioners and marketers engage an advertising agency in their launch of products and promotional programmes etc. in pages 59 to 60 explains the various operations that make up an advertising agency. o Account management o Creative department o Media department o Production department o Other specialist departments

Advertising objectives are a strategy decision Perreault & McCarthy (1996:479-480) state that every advert and advertising campaign should have clearly defined objectives. This should be derived from the company‘s overall marketing strategy. Advertising objectives should be specific than personal selling objectives. Personal selling allows the salespeople an advantage whereby s/he can shift their presentations to meet customers‘ needs. Each advert, however, is a specific communication. Perreault & McCarthy (1996:480) point out the following: Help introduce new products to specific target marketers.

Help position the firm‘s brand or market mix by informing and persuading target customers or middlemen about its benefits. Help obtain desirable outlets and tell customers where they can buy a product. Provide on-going contact with target customers- even when a salesperson isn‘t available Prepare the way for salespeople by presenting the company‘s name and the merits of its products. Getting immediate buying action. Help to maintain relationships with satisfied customers and confirm their purchase decisions.

The basic Public Relations and selling Most often management does not consider Public Relations as aid to the sales team and usually is consulted at the end of the promotion but with recent developments such as teamwork has brought the Public Relations practitioner/ office as a full team member. It is important to note that a salesperson who is motivated and believes in the product sells it far better than one who is not. Consumer-oriented planning The AIDA principle coupled with careful advance planning can increase your chances of success. Refer to your copy of the prescribed book on page 67 and review the following: o Attention o Interest o Desire o Action

Public Relations & Selling Product knowledge Prospecting Approach Establishing needs Presentation Persuasion