Core Concepts of Marketing

SALESPROMOTIONANDPUBLICRELATIONS 207

TypesofSalesPromotion

Therearea greatmanytechniquesthatareconsideredsalespromotion.Onewayoforgan-
izingthismyriadoftechniquesis intermsofaudience.AsshowninTable8.4,salespro-
motionsaredirectedatconsumers,employees,anddistributors,anddealers.Whileconsumers
attractthegreatestnumberofsalespromotiondevices,theothertwoaudiencesaregrow-
inginimportance.Whilespacedoesnotpermita discussionofthesestrategies,somegen-
eralizationsapplytoall.Specifically,thevalueofa salespromotionis especiallyprominent
whena marketerisintroducinga newproduct,especiallya productwithhighperceived
risk;isinterestedincreatinga repeatpurchasepatternforthecustomer;isattemptingto
createmovementoflargeamountsofproductsquickly; is attemptingtocounterthestrat-
egyofa competitor;andis tryingtomovemarginalcustomerstomakea choice.Salespro-
motioncannotcompensatefora poorproductorineffectiveadvertising. Norcanit create
strongbrandloyaltyorreversea decliningsalestrend.

PublicRelations:TheArtofMaintainingGoodwill

Everyorganizationengagesinsomeformofpublicrelations(PR).Inessence, everyform
ofcommunicationemittedbyanorganizationbothinternallyandexternallyisperceived
byvariouspublics.Intum,thesepublicsformattitudesandopinionsaboutthatorganiza-
tion,whichaffecttheirbehaviors.Thesebehaviorsrangefromlowmoraleonthepartof
theemployeestoproductrejectiononthepartofconsumers.

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