Page 122 - DMGT507_SALES AND PROMOTIONS MANAGEMENT

Sales and Promotions Management

Notes 6.6 Keywords

Account Executive: Maintains the accounts of the clients
Advertising: Paid form of non-personal communication

Creative Director: Oversees copy chief, art director and associated staff
Direct Marketing: Vending products to customers without use of channel members
Integrated Marketing Communications: Attempt to coordinate marketing and promotional
activities
Market Research Managers: Estimates demand for products and services offered
Media Director: Oversees planning group that selects communication media
Personal Selling: Face to face personal communication
Publicity: Non-personal communication, not paid for by the benefiting company

Sales Promotion: Short term incentives to boost sales

6.7 Self Assessment

State whether the following statements are true or false:
1. Marketing communications is a continuing dialogue between buyers and sellers.

2. Promotional techniques are instrumental in building company image.
3. Publicity can be a paid form of promotion with personal touch.
4. Sweepstakes is a technique used in personal selling.
5. Promotion managers take care of media space buying.
Fill in the blanks:

6. Regular repetition of advertisements of the same brand ............................ its image.
7. Buy one get one free scheme is a technique used for ............................ .
8. Dell and Eureka Forbes use ............................ for promotion.

9. Vodafone advertisements featuring the pug that shows better network coverage and
prompt customer care are ............................ advertisements.
10. ............................ take media buying decisions.

6.8 Review Questions

1. A start up, low-budget company wants to market its detergent powder in a phased manner.
Suggest what promotional method(s) should it adopt, and why?
2. Suppose you are the marketing manager of a company. Your company was recently in
news due to fraudulent allegations. What can do to improve your company's image?

3. Bring out the differences in advertising and publicity. Which one, according to you is
more effective?
4. Critically analyse sales promotion as a promotional tool. In what situations, sales
promotions most appropriate?

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