Page 119 - DMGT507_SALES AND PROMOTIONS MANAGEMENT

Unit 6: Introduction to Integrated Marketing Communication

media – for example, radio, television, newspapers, magazines, the Internet, or outdoor signs – Notes
to disseminate the advertising.
Marketing managers: Marketing managers develop the firm's marketing strategy in detail.
With the help of subordinates, including product development managers and market research
managers, they estimate the demand for products and services offered by the firm and its
competitors. In addition, they identify potential markets – for example, business firms,
wholesalers, retailers, government, or the general public. Marketing managers develop pricing
strategy to help firms maximize profits and market share while ensuring that the firm's customers
are satisfied. In collaboration with sales, product development, and other managers, they monitor
trends that indicate the need for new products and services, and they oversee product development.
Marketing managers work with advertising and promotion managers to promote the firm's
products and services and to attract potential users.
Promotions managers: Promotions managers supervise staffs of promotions specialists. These
managers direct promotions programs that combine advertising with purchase incentives to
increase sales. In an effort to establish closer contact with purchasers – dealers, distributors, or
consumers – promotions programs may use direct mail, telemarketing, television or radio
advertising, catalogs, exhibits, inserts in newspapers, Internet advertisements or Web sites, in-
store displays or product endorsements, and special events. Purchasing incentives may include
discounts, samples, gifts, rebates, coupons, sweepstakes, and contests.
Public relations managers: Public relations managers supervise public relations specialists.
These managers direct publicity programs to a targeted audience. They often specialize in a
specific area, such as crisis management, or in a specific industry, such as health care. They use
every available communication medium to maintain the support of the specific group upon
whom their organization's success depends, such as consumers, stockholders, or the general
public. For example, public relations managers may clarify or justify the firm's point of view on
health or environmental issues to community or special-interest groups.

Public relations managers also evaluate advertising and promotions programs for compatibility
with public relations efforts and serve as the eyes and ears of top management. They observe
social, economic, and political trends that might ultimately affect the firm, and they make
recommendations to enhance the firm's image on the basis of those trends.
Public relations managers may confer with labor relations managers to produce internal company
communications – such as newsletters about employee – management relations-and with financial
managers to produce company reports. They assist company executives in drafting speeches,
arranging interviews, and maintaining other forms of public contact; oversee company archives;
and respond to requests for information. In addition, some of these managers handle special
events, such as the sponsorship of races, parties introducing new products, or other activities
that the firm supports in order to gain public attention through the press without advertising
directly.
Work environment: Advertising, marketing, promotions, public relations, and sales managers
work in offices close to those of top managers. Working under pressure is unavoidable when
schedules change and problems arise, but deadlines and goals must still be met.
Substantial travel may be involved. For example, attendance at meetings sponsored by
associations or industries often is mandatory. Sales managers travel to national, regional, and
local offices and to the offices of various dealers and distributors. Advertising and promotions
managers may travel to meet with clients or representatives of communications media.
At times, public relations managers travel to meet with special-interest groups or government
officials. Job transfers between headquarters and regional offices are common, particularly
among sales managers. Long hours, including evenings and weekends are common.

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