Page 121 - DMGT507_SALES AND PROMOTIONS MANAGEMENT

Unit 6: Introduction to Integrated Marketing Communication

Notes
print advertisements where the cartoon characters are aimed at matching varying moods
of kids. The birthday part concept is not entirely original - local fast food major Nirula's
has been doing it for years as does KFC.
Questions

1. Do you think Pizza Hut promotion is successful? Give your reasons.
2. Suggest one alternative promotion to attract girls to Pizza Hut. Why do you think
this would be successful?

Source: A&M, August 15, 2000
6.5 Summary

The purpose of communications is to directly or indirectly influence individuals, groups,
and organisations to facilitate exchanges by informing and persuading one or more
audiences to accept a company's products and/or services.
The current view about marketing communications is that it is an interactive dialogue
between the organisation and its audiences and that every type of brand contact with
customers is important because it communicates something that can strengthen or weaken
customers' view of the company.
Major promotion mix elements include advertising, sales promotion, personal selling,
public relations publicity, and direct marketing. Each has its advantages and limitations.

Advertising is any paid form of non-personal mass communication through various media
to present and promote products, services, ideas, etc. by an identified sponsor.
Sales promotion is a marketing discipline that utilises a variety of incentive techniques to
structure sales-related programmes targeted to customers, trade, and/or sales levels that
generate a specific, measurable action or response for a product or service.

Personal selling is a face-to-face paid personal communication and aims to inform and
persuade prospects and customers to purchase products, services, or accept ideas of issues.
Public relations is a broad set of communication activities employed to create and maintain
favourable relationships with employees, shareholders, suppliers, media, educators,
potential investors, financial institutions, government agencies and officials, and society
in general, such 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, activities, etc.
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.
Selection of promotion mix elements depends on the nature of product and target market
characteristics.
Advertising, marketing, promotions and public relations manager coordinate their
companies' market research, marketing strategy, sales, advertising, promotion, pricing,
product development, and public relations activities.

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