Page 190 - DMGT507_SALES AND PROMOTIONS MANAGEMENT

Sales and Promotions Management

Notes 10.5 Summary

Direct marketing uses a set of all major direct-response media including print, TV, Internet
and cellular phones as the tools to implement communications and accomplish its
objectives.
Public relations practice is the deliberate, planned, and sustained effort to establish and
maintain mutual understanding between an organisation and its public.
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.
Corporate advertising aims to build and maintain the image of a company or an institution.
Organisations and brands are meant to strengthen mutual credibility.

10.6 Keywords

Corporate Advertising: Aims to build company’s image
Direct Marketing: Interactive marketing system using media

Infomercials: Direct response marketing on cable and satellite
Public Relations: Deliberate effort to maintain long-term relations with public
Publicity: Unpaid form of promotions mainly through other sources

10.7 Self Assessment

State whether the following statements are true or false:
1. Amway is a pioneer in direct marketing.

2. Cadbury’s brought Amitabh Bachchan to clarify their position when they were in trouble.
It was a part of their Public Relation activity.
3. Participating in trade shows is a means to garner publicity for the company.

4. Direct mailers are unsolicited mails sent to us by the marketers of the brands.
5. Companies hold seminars on various issues ranging from social to business related. This
is a part of their direct marketing efforts.

Fill in the blanks:
6. Brands like Coke and Thumbs-up, which do not require big discounts to sell, often serve
as ………………………….

7. Recent Tata Tea ‘Jaago Re’ campaign is an example of ……………….. advertising.
8. ……………………..is an extension of public relations and does not endorse any product or
service in particular.

9. Companies often associate themselves with a popular sports event or charitable event.
This is a part of their……………………efforts.
10. Printed paper/s that carry information about the products and services of the company
are called……………………

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