Page 268 - DMGT408DMGT203_Marketing Management

Unit 11: Marketing Communication Tools (Promotion Mix)

Internet Sales Promotions Notes
The number of companies using Internet promotions is increasing. Contests and sweepstakes
are among the most commonly used to motivate people to visit marketers’ Internet sites. America
Online frequently conducts prize promotions to attract users to its advertisers’ areas. The prizes
may range between substantial sums of money to daily prizes including merchandise decorated
with the online service’s logo.

Example: In India, some popular Internet promotion sites are Hungama.com and
Contest2win where companies such as Pepsi, Cadbury, Sony, and Levis frequently run online
contests and offer exciting prizes.
This trend is gradually catching up in our country with increased availability of Broadband
Internet and more and more households acquiring computers.

Self Assessment

Fill in the Blanks:
6. Sales promotions are …………………… term incentives to boost sales.
7. …………………… can be viewed as certificates offered by manufacturers or retailers that
entitle the owner to some stated savings or claim on the specified thing.
8. A …………………… is a reward given to the consumer for performing a particular act,
generally purchasing a product or service.
9. Slotting allowances are given to the …………………… to stock and promote a product.
10. …………………… is a premium that a marketer gives to retailers for buying a specified
quantity of a product.

11.3 Public Relations

Public relations involves building good relations with the company’s various publics by
obtaining favourable publicity, building up a good “corporate image,” and handling or heading
off unfavourable rumours, stories, and events.

Example: Cadbury India’s initiatives to tackle the infestation reported from a retail
outlet, and which caused a major upheaval in their sales strategy, with even Amitabh Bachchan
being called in as an their ombudsman.
Major functions are:
1. Press relations or press agentry
2. Product publicity
3. Public affairs
4. Lobbying

5. Investor relations
6. Development
Public Relations Departments may perform any or all of the following functions:
1. Public relations is used to promote products, places, ideas, personalities, activities,
organizations, and even nations.

LOVELY PROFESSIONAL UNIVERSITY 261