Page 180 - DMGT507_SALES AND PROMOTIONS MANAGEMENT

Sales and Promotions Management Manpreet Kaur, Lovely Professional University

Notes Unit 10: Managing other Promotional Tools

CONTENTS
Objectives
Introduction

10.1 Direct Marketing
10.1.1 Direct Marketing Decisions
10.1.2 Direct Marketing Objectives
10.1.3 Direct Marketing Offer and Media

10.1.4 Advantages of Direct Marketing
10.1.5 Measurement of Direct Marketing Effort
10.2 Public Relations
10.2.1 Setting Objectives

10.2.2 Programme Implementation
10.3 Publicity
10.4 Corporate Advertising
10.5 Summary

10.6 Keywords
10.7 Self Assessment
10.8 Review Questions
10.9 Further Readings

Objectives

After studying this unit, you will be able to:
Discuss the concept of:
Direct marketing
Public relations

Publicity
Corporate advertising

Introduction

Marketers always search for new and effective tools to reach customers with their messages. The
interactive media such as the cellular phone and Internet are important additions. Most companies
around the world rely more on traditional promotion mix elements such as advertising, personal
selling, and sales promotion to reach customers and sell their products and services through
some system of resellers. They believe these traditional promotion mix elements are effective
in creating awareness and knowledge, and building brand image. Some marketers tried reaching

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