Page 187 - DMGT507_SALES AND PROMOTIONS MANAGEMENT

Unit 10: Managing other Promotional Tools

2. Build Strong Consumer Awareness and Launch Product. Notes
3. Influence Opinion Leaders.
4. Build Company and Brand Image.
5. Counter Negative Publicity

10.2.2 Programme Implementation

After conducting research, identifying target audience, and setting objectives, programmes are
developed and delivered to audiences to accomplish the objectives.
Press release and press conferences can be a very effective way of communicating with large
numbers of target audiences. However, the appropriate topic should be carefully chosen to be of
major interest to the target group to gain coverage. Business organisations call press conference
when they have newsworthy new product introductions or some have planned some exciting
event. Some sports wear or auto companies issue press release when they sign up some famous
sports or movie personality. Individual educational institutions, or a group of them arrange
conferences where both media and target audiences are invited. Besides furnishing all the relevant
information, authorities also conduct interviews and grant on the spot admissions. The aim is to
provide a number of stories addressing various audiences.
Personal interviews are also arranged to clarify company position. Steve Ballmer, President
Microsoft, appeared in several personal interviews to present the company position when facing
a legal case brought against the company by the U. S. government. Sometimes in large business
houses, there are controversies regarding controlling rights among various family members,
some of them appear for personal interview to explain their side.

Event sponsorship is both, part of sales promotion and also a tool of public relations. Event
sponsorship blurs the difference. Corporate sponsorships of charities and worthwhile causes is
popular form of public relations to build corporate image.

Example: As part of MPR, many sports events such as Olympics, World Cups, Cricket
matches between countries and other important events have corporate sponsors. Sahara India is
the sponsor of Indian cricket team.
Many companies marketing smoking products, liquors, autos, soft drinks, airlines, and high-
tech products etc., sponsor events. Some of these, such as soft drink companies often create their
own events. Such events get considerable visibility among target audiences and put company or
brand's name in front of the consumers. Increasingly companies are finding event sponsorship
as an effective public relations tool.
Community involvement may be in the form of participation in community events, such as
participation in religious festivals. After Tsunami tragedy, many corporations and trade
associations came forward to help victims with time, money, and other type of assistance. Media
devoted free airtime to aid victims by coordinating activities, announcing programmes, and
food drop activities to help victims.

10.3 Publicity

Publicity is an important tool of public relations effort and both terms are used as synonymous.
Publicity is concerned with generation of news about a company, product, service, or person in
print or broadcast media. 'Public relations' is a deliberately organised long-term programme to
communicate positive information about the company and its activities. Publicity is generally

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