Page 117 - DMGT507_SALES AND PROMOTIONS MANAGEMENT

Unit 6: Introduction to Integrated Marketing Communication

investors, financial institutions, government agencies and officials, and society in general, such Notes
as annual reports, brochures, events sponsorship, sponsorship of various programmes beneficial
for society.
Publicity is a tool of public relations. It is non-personal mass communication, but not paid for by
the benefiting organisation for the media space or time. It appears in the form of news story
about an organisation, its products, or activities. Some common tools of publicity include news
releases, press conferences, and feature articles.
Unpleasant situations arising as a result of negative events may precipitate unfavourable public
reactions for an organisation. To minimise the negative effects of such situations leading to
unfavourable coverage, companies have policies and procedures in place to manage help any
such public relations problems.

Direct Marketing

Direct marketing is vending products to customers without the use of channel members. It is a
system by which firms communicate directly with target customers to generate the response or
transaction. The response may be to generate an inquiry, a purchase, or even a vote. Direct
marketing uses a set of direct-response media, such as direct mail, telephone, interactive TV,
print, Internet, etc. Through these media, direct marketers implement the communication
process.
Most companies use primarily conventional promotion mix elements to move products through
intermediaries, many companies are adopting direct marketing as well to reach customers
directly to generate immediate behavioural response.

Task Find out all the sales promotional techniques that Coca Cola Company
adopted in your city in last one year.

Caselet Put up a Fight to Stay in the Hunt

n this highly competitive market, a business cannot afford to slack off and leave the
competition without putting up a good fight. What your business was like a year or
Itwo ago may not be what it is right now. Gigantic changes are going on in the world
and marketing strategies are no exemptions to that. Businesses should think outside the
box. Observe who is doing better and then try to imitate them or better yet, outwit them.
It will greatly benefit your company to do market research in order to determine your
potential market and be able to make changes to your current marketing strategy. This is
mainly done to draw uninterested customers to at least give your business a try. Your new
product launch should make enough noise to ensure that it will remain in customer's
memories and entice them to really try it. With the various media available today, you
can maximise your visibility by not limiting your business to one media. Turn your
company around by doing a major brand makeover. If there are not a lot of people who
are buying your product or service, then perhaps it is because they literally do not see you.
This is not a time when businesses are allowed to sober down on marketing techniques
just because the economy is going down. Once the economy gets back on track, chances are
people will no longer remember those that were not visible in the market during this
time. You have to make your business a household name for people to remember you for
long.
Source: http://www.brand-new-advertising.com

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