Core Concepts of Marketing

SALESPROMOTIONANDPUBLICRELATIONS 209

TABLE8.4 TypesofSalesPromotionTechniques

Audience/Technique

CONSUMER
PriceDiscounts
Couponoffers
Combinationoffers
Contests
Rebates
Premiums
Tradingstamps
Sampling

EMPLOYEE

Orientationprogram

Fringebenefits

Institutionalpromotion

Motivationalprograms

DISTRIBUTOR/DEALER

Contests

Tradeshows

Pushmoney/dealerloaders

Tradedeals

Description

Temporaryreductioninprice,oftenatpointofpurchase.

Certificatesredeemableforamountspecified.

Sellingtwoproductsinconjunctionatalowertotalprice.

Awardingofprizesonthebasisofchanceorconsideration.

Refundofa fixedamountofmoney.

Tangiblerewardreceivedforperforminganact,normallya purchase.

Certificateawardedbasedonpurchaseamount.

Providingtheproducteitherfreeorforasmallfee.

Introducing",heemployeetocompanyfacts.

Extraincentivesprovidedbycompanytoemployee.

Messagesportrayingcompanyinapositivelight.

Temporaryincentives,e.g.,contests,prizes,orawards.

Temporaryincentivesofferedforspecificperformance.

Centrallocationwhereproductsaredisplayed/sold.

Moneyofferedforsellingspecifiedamountsofproduct.

Dealersreceivespecialallowances,discounts,goods,orcash.

PublicRelation's Publics

Apublicmaybe3aidtoexistwhenevera groupofpeopleisdrawnto getherbydefiniteinter-

estsin certainareasandhasdefiniteopinionsuponmatterswithinthoseareas.TherearemallY

publics,andindividualsarefrequentlymembersofseveralthatmaysometimeshaveconflicting

interests.Forexample,inthecaseofa schoolbondvote,a votermightbetombetweenfeel-

ingsasa parentandasa memberofa conservativeeconomicgroupopposedtohighertaxes;

or anelderlycouple,wiilinochildrennowinschool,mightbeparentsofa teacher.

Publicrelationsmustbesensitivetotwogeneraltypesofpublics:internalandexter-

nal.Internalpublicsarethepeoplewhoarealreadyconnectedwithanorganization,and

withwhomtheorganizationnormallycommunicatesintheordinaryroutineofwork.Typ-

icalinternalpublicsinanindustryaretheemployees,stockholders,suppliers,dealers,cus-

wmers,andplantneighbors.Forexample,employeeswantgoodwagesandworking

conditions,opportunitiesforadvancement,anda secureretirement.Customerswanta depend-

able supplyofqualityproductsprovidedata fairpriceandsupportedbyconvenientserv-

ices.Stakeholderswantdividends,growth,anda fairreturnontheirinvestments.

Externalpublicsarecomposedofpeoplewhoarenotnecessarilycloselyconnected

witha particularorganization.Forexawple,membersofthepress,educators,government

officials,ortheclergymayormaynothaveaninterestinanindustry.Theleadersofth e

industrycannotassumeanyautomaticinterestand,tosomeextent, mustchoosewhether

tocommunicatewiththesegroups.