21345348 Marketing Communications

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Marketing CommunicationsMarketing Communications

Introduction to Marketing Communications

Introduction to Brands

Four Branding Alternatives

The Loyalty Ladder

Personal Selling

Advertising

Public Relations

Advertising Agencies

Direct Marketing

Sales Promotion



Introduction to Marketing CommunicationsIntroduction to Marketing Communications

Marketing communications is a subset of the overall subject areaMarketing communications is a subset of the overall subject areaknown as marketing. Marketing has a marketing mix that is madeknown as marketing. Marketing has a marketing mix that is made

of price, place, promotion, product (know as the four P's), thatof price, place, promotion, product (know as the four P's), thatincludes people, processes and physical evidence, when marketingincludes people, processes and physical evidence, when marketingservices (known as the seven P's).services (known as the seven P's).

How does marketing communications fit in? MarketingHow does marketing communications fit in? Marketingcommunications is 'promotion' from the marketing mix.communications is 'promotion' from the marketing mix.

Why are marketing communications 'integrated?' IntegratedWhy are marketing communications 'integrated?' Integratedmeans combine or amalgamate, or put simply the jigsaw piecesmeans combine or amalgamate, or put simply the jigsaw pieces

that together make a complete picture. This is so that a singlethat together make a complete picture. This is so that a singlemessage is conveyed by all marketing communications. Differentmessage is conveyed by all marketing communications. Differentmessages confuse your customers and damage brands. So if a TVmessages confuse your customers and damage brands. So if a TVadvert carries a particular logo, images and message, then alladvert carries a particular logo, images and message, then allnewspaper adverts and pointnewspaper adverts and point--of of--sale materials should carry thesale materials should carry thesame logo, images or message, or one that fits the same theme.same logo, images or message, or one that fits the same theme.CocaCoca--Cola uses its familiar red and white logos and retainsCola uses its familiar red and white logos and retainsthemes of togetherness and enjoyment throughout its marketingthemes of togetherness and enjoyment throughout its marketingcommunications.communications.

Marketing communications has a mix. Elements of the mix areMarketing communications has a mix. Elements of the mix areblended in different quantities in a campaign. The marketingblended in different quantities in a campaign. The marketingcommunications mix includes many different elements, and thecommunications mix includes many different elements, and thefollowing list is by no means conclusive. It is recognised that therefollowing list is by no means conclusive. It is recognised that thereis some cross over between individual elements (e.g. Is donatingis some cross over between individual elements (e.g. Is donatingcomputers to schools, by asking shoppers to collect vouchers,computers to schools, by asking shoppers to collect vouchers,

public relations or sales promotion?) Here are the key of thepublic relations or sales promotion?) Here are the key of themarketing communications mix.marketing communications mix.

What are marketing communications?



The Marketing Communications Mix.The Marketing Communications Mix.

Personal Selling. Sales Promotion. Public Relations (and publicity). Direct Marketing. Trade Fairs and Exhibitions. Advertising Sponsorship. Packaging. Merchandising (and point-of-sale). EMarketing (and Internet promotions).

Brands.Integrated marketing communications see theelements of the communications mix 'integrated'into a coherent whole. This is known as themarketing communications mix , and forms thebasis of a marketing communications campaign.



Introduction to Brands.Introduction to Brands.

Brands and Branding.Brands and Branding.Branding is a strategy that is used by marketers. Pickton and Broderick

(2001) describe branding as Strategy to differentiate products and companies, and to build economic value for both the consumer and thebrand owner. Brand occupies space in the perception of the consumer,and is what results from the totality of what the consumer takes intoconsideration before making a purchase decision (Pickton and Broderick2001).

So branding is a strategy, and brand is what has meaning to theconsumer.

There are some other terms used in branding. Brand Equity is theaddition of the brand's attributes including reputation, symbols,associations and names. Then the financial expression of the elementsof brand equity is called Brand Value.

There are a number of interpretations of the term brand (De Chernatony2003). They are summarized as follows:

A brand is simply a logo e.g. McDonald's Golden Arches. A brand is a legal instrument , existing in a similar way to a patent or

copyright. A brand is a company e.g. Coca-Cola. A brand is shorthand - not as straightforward. Here a brand that is

perceived as having benefits in the mind of the consumer is recognisedand acts as a shortcut to circumvent large chunks of information. Sowhen searching for a product or service in less familiar surroundings

you will conduct an information search. A recognised brand will help youreach a decision more conveniently.



A brand is aA brand is a risk reducer risk reducer . The brand reassures you when in. The brand reassures you when inunfamiliar territory.unfamiliar territory.

A brand isA brand is positioning positioning. It is situated in relation to other brands in. It is situated in relation to other brands inthe mind of the consumer as better, worse, quicker, slower, etc.the mind of the consumer as better, worse, quicker, slower, etc.

A brand is aA brand is a personality personality , beyond function e.g. Apple's iPod versus, beyond function e.g. Apple's iPod versus just any MP3 player. just any MP3 player.

A brand is aA brand is a cluster of valuescluster of values e.g. Google is reliable, ethical,e.g. Google is reliable, ethical,invaluable, innovative and so on.invaluable, innovative and so on.

A brand is aA brand is a visionvision. Here managers aspire to see a brand with a. Here managers aspire to see a brand with acluster of values. In this context vision is similar to goal orcluster of values. In this context vision is similar to goal ormission.mission.

A brand isA brand is added valueadded value, where the consumer sees value in a, where the consumer sees value in abrand over and above its competition e.g. Audi over Volkswagen,brand over and above its competition e.g. Audi over Volkswagen,and Volkswagen over Skodaand Volkswagen over Skoda -- despite similarities.despite similarities.

A brand is anA brand is an identity identity that includes all sorts of components;that includes all sorts of components;depending on the brand e.g. Himalaya Pharmaceuticals.depending on the brand e.g. Himalaya Pharmaceuticals.

A brand isA brand is an imagean image where the consumer perceives a brand aswhere the consumer perceives a brand asrepresenting a particular reality e.g. Tanishqrepresenting a particular reality e.g. Tanishq ReassuringReassuringExpensive.Expensive.

A brand is aA brand is a relationshiprelationship where the consumer reflects upon himwhere the consumer reflects upon himor herself through the experience of consuming a product oror herself through the experience of consuming a product orservice.service.



Four Banding AlternativesFour Banding Alternatives

A Branding Strategy Based upon Brand FranchiseA Branding Strategy Based upon Brand Franchise

ExtensionExtension

A tool that a marketer can employ for brandingA tool that a marketer can employ for brandingdecisiondecision--making is themaking is the F our BandingF our Banding

Alternatives Alternatives. Four Branding Alternatives is a. Four Branding Alternatives is a

strategic marketing communications technique.strategic marketing communications technique.It is a fun and creative approach that can addIt is a fun and creative approach that can addvalue to any class that likes to discuss brandsvalue to any class that likes to discuss brandsand how they could be innovatively developed. Itand how they could be innovatively developed. Itis used when an organization considers adding ais used when an organization considers adding a

product to its portfolio and its associated brandproduct to its portfolio and its associated brandname. The two variables for this matrix arename. The two variables for this matrix areProduct CategoryProduct Category (Existing or New) and(Existing or New) and BandBandCategoryCategory (Existing or New).(Existing or New).





New ProductNew Product -- a new product is developed with a series of new branda new product is developed with a series of new brandideas and meanings to the consumer.ideas and meanings to the consumer.

Flanker BrandFlanker Brand -- a new brand is introduced into a category where thea new brand is introduced into a category where theorganization already has established products.organization already has established products.

Line ExtensionLine Extension -- a current brand name is introduced into a categorya current brand name is introduced into a categorywhere the organization already has established products.where the organization already has established products.

Franchise ExtensionFranchise Extension -- a familiar brand is taken to a product categorya familiar brand is taken to a product categorywhere it is unknown.where it is unknown.

H ere's an example.H ere's an example. Firstly let's recall that Four Branding Alternatives is aFirstly let's recall that Four Branding Alternatives is astrategic tool, so you need to base it upon a very large organisationstrategic tool, so you need to base it upon a very large organisation

which is likely to own a number of brands.which is likely to own a number of brands.Examples would include car manufacturers, large IT companies, andExamples would include car manufacturers, large IT companies, and

conglomerates. You get the idea.conglomerates. You get the idea.An example for theAn example for the Japanese company, Sony IncJapanese company, Sony Inc is as follows:is as follows:

N ew Product N ew Product -- Sony enters the market for music downloads under aSony enters the market for music downloads under a

new subnew sub--branding idea and concept.branding idea and concept. F lanker Brand F lanker Brand -- Sony introduces the Sony Vaio laptops (as it indeedSony introduces the Sony Vaio laptops (as it indeed

has).has). Line ExtensionLine Extension -- Sony enter the market for digital HD TV's (as it has).Sony enter the market for digital HD TV's (as it has). F ranchise ExtensionF ranchise Extension -- Sony enters the market for innovativeSony enters the market for innovative

environmentally friendly small cars that run on solar power.environmentally friendly small cars that run on solar power.



ExerciseExercise -- Four Banding AlternativesFour Banding Alternatives

Banana ComputersBanana Computers

Banana Computers is a wellBanana Computers is a well--established personalestablished personalcomputer (PC) manufacturer. Designers andcomputer (PC) manufacturer. Designers and

computer enthusiasts alike prefer the brand and itcomputer enthusiasts alike prefer the brand and ithas a cult following all over the World. Banana ishas a cult following all over the World. Banana isinnovative and creative.innovative and creative.

Your TaskYour Task

Apply Apply the Four Banding Alternatives to the scenariothe Four Banding Alternatives to the scenarioof Banana Computers. How should they progressof Banana Computers. How should they progresswith their branding strategy?with their branding strategy?







The Loyalty Ladder The Loyalty Ladder -- Exercise.Exercise.

Farley's Irish DreamFarley's Irish Dream

Farley's Irish Dream is a brandyFarley's Irish Dream is a brandy--based liqueurbased liqueur(i.e. a sweet and creamy alcoholic drink) that is(i.e. a sweet and creamy alcoholic drink) that ispopular in most parts of Canada. It is associatedpopular in most parts of Canada. It is associatedwith the sports of skiing, bobsleigh andwith the sports of skiing, bobsleigh andsnowboarding. It is most well liked during thesnowboarding. It is most well liked during the

months of winter when it is seen as a warmingmonths of winter when it is seen as a warmingand relaxing treat that is shared with friends andand relaxing treat that is shared with friends andfamily after participating in winter sports. Farley'sfamily after participating in winter sports. Farley'shas decided to enter the European market, byhas decided to enter the European market, bytargeting countries that have regions with atargeting countries that have regions with asimilar climate, and where the brand associationssimilar climate, and where the brand associationsof winter sports can be exploited.of winter sports can be exploited.

Your TaskYour Task

Recommend an integrated marketingRecommend an integrated marketingcommunications campaign that will turncommunications campaign that will turnProspects into Advocates in the new EuropeanProspects into Advocates in the new Europeanmarkets.markets.



Personal SellingPersonal Selling

Personal selling occurs where an individual salesperson sells a product,Personal selling occurs where an individual salesperson sells a product,service or solution to a client. Salespeople match the benefits of theirservice or solution to a client. Salespeople match the benefits of theiroffering to the specific needs of a client. Today, personal selling involvesoffering to the specific needs of a client. Today, personal selling involvesthe development of longstanding client relationships. In comparison tothe development of longstanding client relationships. In comparison toother marketing communications tools such as advertising, personalother marketing communications tools such as advertising, personalselling tends to:selling tends to:

Use fewer resources, pricing is often negotiated.Use fewer resources, pricing is often negotiated.

Products tend to be fairly complex (e.g. financial services or new cars).Products tend to be fairly complex (e.g. financial services or new cars). There is some contact between buyer and seller after the sale so that anThere is some contact between buyer and seller after the sale so that an

ongoing relationship is built.ongoing relationship is built. Client/prospects need specific information.Client/prospects need specific information. The purchase tends to involve large sums of money.The purchase tends to involve large sums of money. There are exceptions of course, but most personal selling takes place inThere are exceptions of course, but most personal selling takes place in

this way. Personal selling involves a selling process that is summarised inthis way. Personal selling involves a selling process that is summarised in

the following Five Stage Personal Selling Process. The five stages are:the following Five Stage Personal Selling Process. The five stages are:1. Prospecting.1. Prospecting.2. Making first contact.2. Making first contact.3. The sales call.3. The sales call.4. Objection handling.4. Objection handling.5. Closing the sale.5. Closing the sale.





Stage ThreeStage Three -- The Sales Call (or Sales Presentation).The Sales Call (or Sales Presentation). It is best to be enthusiastic about your product or service. If you are not excitedIt is best to be enthusiastic about your product or service. If you are not excited

about it, don't expect your prospect to be excited.about it, don't expect your prospect to be excited. Focus on the real benefits of the product or service to the specific needs of yourFocus on the real benefits of the product or service to the specific needs of your

client, rather than listing endless lists of features.client, rather than listing endless lists of features. Try to be relaxed during the call, and put your client at ease.Try to be relaxed during the call, and put your client at ease. Let the client do at least 80% of the talking. This will give you invaluableLet the client do at least 80% of the talking. This will give you invaluable

information on your client's needs.information on your client's needs. Remember to ask plenty of questions. Use open questions and closed questions i.e.Remember to ask plenty of questions. Use open questions and closed questions i.e.

questions that will only give the answer 'yes' or the answer 'no.' This way you canquestions that will only give the answer 'yes' or the answer 'no.' This way you candictate the direction of the conversation.dictate the direction of the conversation.

Never be too afraid to ask for the business straight off.Never be too afraid to ask for the business straight off.

Stage FourStage Four -- Objection Handling.Objection Handling. Objection handling is the way in which salespeople tackle obstacles put in their wayObjection handling is the way in which salespeople tackle obstacles put in their way

by clients. Some objections may prove too difficult to handle, and sometimes theby clients. Some objections may prove too difficult to handle, and sometimes theclient may just take a dislike to you (aka the hidden objection). Here are someclient may just take a dislike to you (aka the hidden objection). Here are someapproaches for overcoming objections:approaches for overcoming objections:

Firstly, try to anticipate them before they arise.Firstly, try to anticipate them before they arise. 'Yes but' technique allows you to accept the objection and then to divert it. For'Yes but' technique allows you to accept the objection and then to divert it. For

example, a client may say that they do not like a particular colour, to which theexample, a client may say that they do not like a particular colour, to which thesalesperson counters 'Yes but X is also available in many other colours.'salesperson counters 'Yes but X is also available in many other colours.'

Ask 'why' the client feels the way that they do.Ask 'why' the client feels the way that they do. 'Restate' the objection, and put it back into the client's lap. For example, the client'Restate' the objection, and put it back into the client's lap. For example, the client

may say, 'I don't like the taste of X,' to which the salesperson responds, 'You don'tmay say, 'I don't like the taste of X,' to which the salesperson responds, 'You don'tlike the taste of X,' generating the response 'since I do not like garlic' from thelike the taste of X,' generating the response 'since I do not like garlic' from theclient. The salesperson could suggest that X is no longer made with garlic to meetclient. The salesperson could suggest that X is no longer made with garlic to meetthe client's needs.the client's needs.

The sales person could also tactfully and respectfully contradict the clientThe sales person could also tactfully and respectfully contradict the client..



Stage FiveStage Five -- Closing the Sale.Closing the Sale.

This is a very important stage. Often salespeople will leaveThis is a very important stage. Often salespeople will leavewithout ever successfully closing a deal. Therefore it is vital towithout ever successfully closing a deal. Therefore it is vital tolearn the skills of closing.learn the skills of closing.

Just ask for the business!Just ask for the business! -- 'Please may I take an order?' This'Please may I take an order?' Thisreally works well.really works well.

Look for buying signals (i.e. body language or comments made byLook for buying signals (i.e. body language or comments made bythe client that they want to place an order). For example, askingthe client that they want to place an order). For example, asking

about availability, asking for details such as discounts, or askingabout availability, asking for details such as discounts, or askingfor you to go over something again to clarify.for you to go over something again to clarify. Just stop talking, and let the client say 'yes.' Again, this reallyJust stop talking, and let the client say 'yes.' Again, this really

works.works. The 'summary close' allows the salesperson to summariseThe 'summary close' allows the salesperson to summarise

everything that the client needs, based upon the discussionseverything that the client needs, based upon the discussionsduring the call. For example, 'You need product X in blue, byduring the call. For example, 'You need product X in blue, byFriday, packaged accordingly, and delivered to your wife's office.'Friday, packaged accordingly, and delivered to your wife's office.'Then ask for the order.Then ask for the order.

The 'alternative close' does not give the client the opportunity toThe 'alternative close' does not give the client the opportunity tosay no, but forces them towards a yes. For example 'Do you wantsay no, but forces them towards a yes. For example 'Do you wantproduct X in blue or red?' Cheeky, but effective.product X in blue or red?' Cheeky, but effective.

So this is the Five Stage Personal Selling Process. Now have a goSo this is the Five Stage Personal Selling Process. Now have a goat it yourself by completing the lesson.at it yourself by completing the lesson.



ExerciseExercise -- Personal Selling.Personal Selling.

Fishbourne Financial Services.Fishbourne Financial Services.

You are the salesperson for Fishbourne FinancialYou are the salesperson for Fishbourne FinancialServices. You have worked hard recently onServices. You have worked hard recently onprospecting and have a meeting with Mr Boosh,prospecting and have a meeting with Mr Boosh,regarding his personal finances. You have sent someregarding his personal finances. You have sent someinformation to him prior to your call. You are about toinformation to him prior to your call. You are about tobegin your sales call, and your objective is to sell thebegin your sales call, and your objective is to sell theclient a pension scheme Complete the following Tasks:client a pension scheme Complete the following Tasks:

(a) Mr Boosh raises the following objection(a) Mr Boosh raises the following objection -- 'Your 'Your pension scheme seems very expensive' pension scheme seems very expensive' -- How wouldHow wouldyou handle it? [There are 4 ways to handle thisyou handle it? [There are 4 ways to handle this

objection]objection] (b) You have reached the end of the sales call. How(b) You have reached the end of the sales call. How

would you close the deal for the pension scheme withwould you close the deal for the pension scheme withMr Boosh? [There are 3 ways to close this deal]Mr Boosh? [There are 3 ways to close this deal]



AdvertisingAdvertising

Advertising is an important element of the marketing communicationsAdvertising is an important element of the marketing communicationsmix. Put simply, advertising directs a message at large numbers of peoplemix. Put simply, advertising directs a message at large numbers of peoplewith a single communication. It is a mass medium.with a single communication. It is a mass medium.

Advertising has a number of benefits for the advertiser. The advertiserAdvertising has a number of benefits for the advertiser. The advertiserhas control over the message. The advert and its message, to an extent,has control over the message. The advert and its message, to an extent,would be designed to the specifications of the advertiser. So thewould be designed to the specifications of the advertiser. So theadvertiser can focus its message at a huge number of potential consumersadvertiser can focus its message at a huge number of potential consumersin a single hit, at a relatively low cost per head. Advertising is quickin a single hit, at a relatively low cost per head. Advertising is quickrelative to other elements of the marketing communications mix (forrelative to other elements of the marketing communications mix (for

example personal selling, where an entire sales force would need to beexample personal selling, where an entire sales force would need to bebriefedbriefed -- or even recruited). Therefore an advertiser has the opportunityor even recruited). Therefore an advertiser has the opportunityto communicate with all (or many of) its target audience simultaneouslyto communicate with all (or many of) its target audience simultaneously..

Advertising Media

Outdoor (Posters or

transport)New Media - Mobile devices

New Media Internet -websites and search

engines

Newspapers (Local andNational)

Television Magazines

Radio Cinema Others . . .



Planning for advertisingPlanning for advertising

Advertising agencies and their clients plan for advertising. Any planAdvertising agencies and their clients plan for advertising. Any planshould address the following stages:should address the following stages:

Who is the potentialWho is the potential TARGET AUDIENCETARGET AUDIENCE of the advert?of the advert? WHATWHAT do I wish to communicate to this target audience?do I wish to communicate to this target audience? Why is this message soWhy is this message so IMPOR TANTIMPOR TANT to them?to them?

What is theWhat is the BEST MEDIUMBEST MEDIUM forfor this message to take (see some of thethis message to take (see some of thepossible media above)?possible media above)?

What would be the most appropriateWhat would be the most appropriate TIMINGTIMING?? WhatWhat RESOURCESRESOURCES will the advertising campaign need?will the advertising campaign need? How do weHow do we CONTROLCONTROL our advertising and monitor success?our advertising and monitor success? There are two key categories of advertising, namelyThere are two key categories of advertising, namely 'above'above--thethe--line' line' andand

'below 'below--thethe--line.' line.' The definitions owe a lot to the historical development of The definitions owe a lot to the historical development of advertising agencies and how they charge for their services. In a nutshell,advertising agencies and how they charge for their services. In a nutshell,'above'above--thethe--line' is any work done involving media where a commission isline' is any work done involving media where a commission istaken by an advertising agency, and 'belowtaken by an advertising agency, and 'below--thethe--line' is work done for aline' is work done for a

client where a standard charge replaces commission. So TV advertising isclient where a standard charge replaces commission. So TV advertising is'above'above--thethe--line' since an agency would book commercial time on behalf of line' since an agency would book commercial time on behalf of a client, but placing an advert in a series of local newspapers is 'belowa client, but placing an advert in a series of local newspapers is 'below--thethe--line,' because newspapers tend to apply their own costing approachline,' because newspapers tend to apply their own costing approachwhere no commission is taken by the agency i.e. instead the agencywhere no commission is taken by the agency i.e. instead the agencycharges the client acharges the client a transparent transparent fee. There are many facets and elementsfee. There are many facets and elementsto advertisingto advertising -- too many to be covered in this short lesson. Try some of too many to be covered in this short lesson. Try some of the other lessons to build your knowledge.the other lessons to build your knowledge.



AdvertisingAdvertising -- ExerciseExercise This is a warm up exercise. Consider the table below, 'Advertising Media.'This is a warm up exercise. Consider the table below, 'Advertising Media.'

Decide upon a span of time, for example a couple of hours or perhaps aDecide upon a span of time, for example a couple of hours or perhaps awhole day. The idea is to keep a record of the adverts you see in a shortwhole day. The idea is to keep a record of the adverts you see in a short

span of time. Look at the table below, and record 1, 2 and 3 where youspan of time. Look at the table below, and record 1, 2 and 3 where yousee a any type of advert. Complete the grid below (You may need to printsee a any type of advert. Complete the grid below (You may need to print

it off).it off).

Advertising Media

Outdoor (Posters or

transport)

New Media - Mobile devices New Media Internet -

websites and searchengines

123

123

123

Newspapers (Local and

National)

Television Magazines

123

123

123

Radio Cinema Others . . .

1

23

1

23

1

23



Having done this, summarise points belowHaving done this, summarise points below

under the following headings:under the following headings: What kind of products and services didWhat kind of products and services did

you come across?you come across?

Why did the adverts catch your attention?Why did the adverts catch your attention?

How were the adverts targeted at you andHow were the adverts targeted at you andyour segment?your segment?

Would you buy this product or serviceWould you buy this product or service

based upon the advert?based upon the advert?



Public Relations(PR).Public Relations(PR).

Public relations as part of the marketingPublic relations as part of the marketing

communications mix.communications mix.Public RelationsPublic Relations

Public Relations (PR)Public Relations (PR) is a single, broad concept. It isis a single, broad concept. It isbroad since it contains so many elements, many of whichbroad since it contains so many elements, many of whichwill be outlined in this lesson. Public Relations (PR) are anywill be outlined in this lesson. Public Relations (PR) are anypurposeful communications between an organisation and itspurposeful communications between an organisation and itspublics that aim to generate goodwill. Publics, put simply,publics that aim to generate goodwill. Publics, put simply,are its stakeholders. PR is proactive and future orientated,are its stakeholders. PR is proactive and future orientated,and has the goal of building and maintaining a positiveand has the goal of building and maintaining a positiveperception of an organisation in the mind of its publics. Thisperception of an organisation in the mind of its publics. Thisis often referred to as goodwill.is often referred to as goodwill.

Yes it is difficult to see the difference between marketingYes it is difficult to see the difference between marketingcommunications and PR since there is a lot of crossover.communications and PR since there is a lot of crossover.This makes it a tricky concept to learn. Added to this is theThis makes it a tricky concept to learn. Added to this is thefact that PR is often expensive, and not free, as somefact that PR is often expensive, and not free, as somedefinitions would have you believe. PR agencies are notdefinitions would have you believe. PR agencies are notcheap. Below are some of the approaches that are oftencheap. Below are some of the approaches that are oftenconsidered under the PR banner.considered under the PR banner.





Interviews and photoInterviews and photo--calls.calls. It is important that company executives are available to generate goodwillIt is important that company executives are available to generate goodwill

for their organisation. Many undertake training in how to deal with thefor their organisation. Many undertake training in how to deal with themedia, and how to behave in front of a camera. There are many keymedia, and how to behave in front of a camera. There are many keyindustrial figures that proactively deal with the media in a positive way forindustrial figures that proactively deal with the media in a positive way forexample Bill Gates (Microsoft) or Richard Branson (Virgin). Interviewsexample Bill Gates (Microsoft) or Richard Branson (Virgin). Interviewswith the business or mass media often allow a company to put its ownwith the business or mass media often allow a company to put its ownperspective on matters that could be misleading if simply left to dwellperspective on matters that could be misleading if simply left to dwelluntended the public domain.untended the public domain.

Speeches, presentations and speech writing.Speeches, presentations and speech writing. Key figures from within an organisation will write speeches to be deliveredKey figures from within an organisation will write speeches to be delivered

at corporate events, public awards and industry gatherings. PR companyat corporate events, public awards and industry gatherings. PR companyofficials in liaison with company managers often write speeches andofficials in liaison with company managers often write speeches anddesign corporate presentations. They are part of the planned anddesign corporate presentations. They are part of the planned andcoherent strategy to build goodwill with publics. Presentations can becoherent strategy to build goodwill with publics. Presentations can bedesigned and predesigned and pre--prepared by PR companies, ultimately to be deliveredprepared by PR companies, ultimately to be deliveredby company executives.by company executives.

Corporate literature e.g. financial reports.Corporate literature e.g. financial reports. Corporate literature includes financial reports, inCorporate literature includes financial reports, in--house magazines,house magazines,

brochures, catalogues, price lists and any other piece of corporate derivedbrochures, catalogues, price lists and any other piece of corporate derivedliterature. They communicate with a variety of publics. For example,literature. They communicate with a variety of publics. For example,financial reports will be of great interest to investors and the stockfinancial reports will be of great interest to investors and the stockmarket, since they give all sorts of indicators of the health of a business.market, since they give all sorts of indicators of the health of a business.A company Chief Executive Officer CEO will often write the forward to anA company Chief Executive Officer CEO will often write the forward to an

annual financial report where he or she has the opportunity to put aannual financial report where he or she has the opportunity to put abusiness case to the reader. This is all part of Public Relations.business case to the reader. This is all part of Public Relations.



Organising events.Organising events. Corporate events are used to woo publics in both a formal and anCorporate events are used to woo publics in both a formal and an

informal manner. A formal corporate event could include ainformal manner. A formal corporate event could include amanufacturer inviting employees from all of its many distributorsmanufacturer inviting employees from all of its many distributorsto visit its manufacturing plant for a training day. This has a directto visit its manufacturing plant for a training day. This has a directbusiness payoff. A more informal event could include a day at thebusiness payoff. A more informal event could include a day at the

races or a shortraces or a short--break abroad, where clients are wined and dinedbreak abroad, where clients are wined and dinedat the cost of a company, in order to generate goodwill. This hasat the cost of a company, in order to generate goodwill. This hasan indirect business payoff.an indirect business payoff.

Facility visits.Facility visits. Visits to a factory, such as a chocolate factory, or a facility, suchVisits to a factory, such as a chocolate factory, or a facility, such

as a nuclear power plant also generate a positive perception of anas a nuclear power plant also generate a positive perception of anorganisation. In the case of a factory visit, loyal customers ororganisation. In the case of a factory visit, loyal customers orother interested parties can experience for themselves what isother interested parties can experience for themselves what isbehind a wellbehind a well--known product. In the case of a nuclear powerknown product. In the case of a nuclear powerplant, concerned or misinformed publics have the chance to seeplant, concerned or misinformed publics have the chance to seefor themselves what really occurs behind locked doors. Here thefor themselves what really occurs behind locked doors. Here theorganisation has the chance to deal with a delicate topic in aorganisation has the chance to deal with a delicate topic in aplanned proactive manner. Public buildings such as parliamentplanned proactive manner. Public buildings such as parliament

buildings or churches would be included under facility visits.buildings or churches would be included under facility visits.


communications mix.communications mix.



Publicity events and 'stunts.'Publicity events and 'stunts.' Publicity events fall under the banner of guerrilla marketing. Here anPublicity events fall under the banner of guerrilla marketing. Here an

organisation will take the opportunity to seize upon a particular momentorganisation will take the opportunity to seize upon a particular momentto hijack public attention. Publicity events and stunts are practiced byto hijack public attention. Publicity events and stunts are practiced byboth companies and private bodies (including pressure and politicalboth companies and private bodies (including pressure and politicalgroups). A famous example of a publicity stunt was one conducted bygroups). A famous example of a publicity stunt was one conducted byFathers For Justice (a British pressure group for divorced fathers),Fathers For Justice (a British pressure group for divorced fathers),whereby individuals, dressed as Superheroes, invaded Buckingham Palacewhereby individuals, dressed as Superheroes, invaded Buckingham Palacein London.in London.

Sponsorship and charitable donations.Sponsorship and charitable donations. Sponsorship is where an organisation pays for their product or service toSponsorship is where an organisation pays for their product or service to

be associated with an activity or event. Organisations commonly sponsorbe associated with an activity or event. Organisations commonly sponsorsporting events and such as The Olympics, sporting stars and othersporting events and such as The Olympics, sporting stars and othercelebrities, or medium, for example television programmes. The sponsorscelebrities, or medium, for example television programmes. The sponsorsgain exposure, and also align their product or service with the attributesgain exposure, and also align their product or service with the attributesof the sport, celebrity or medium.of the sport, celebrity or medium.

Many companies (often those in profit!) make donations to charities andMany companies (often those in profit!) make donations to charities andgood causes. When donations are publicised, again the benefits generategood causes. When donations are publicised, again the benefits generategoodwill for the organisation. It should be noted here that Microsoft's Billgoodwill for the organisation. It should be noted here that Microsoft's BillGates donates substantial amounts to good causes that are often notGates donates substantial amounts to good causes that are often notreported. This is true corporate philanthropy.reported. This is true corporate philanthropy.




communications mix.communications mix.Product placement in media.Product placement in media. This is an interesting and original use of PR. There are very manyThis is an interesting and original use of PR. There are very many

examples in movies and TV programmes that 'place' products. Forexamples in movies and TV programmes that 'place' products. Forexample, a car manufacturer places a car in a movie and the hero drivesexample, a car manufacturer places a car in a movie and the hero drivesit, or wears a watch that is looked at by the villain displaying the time,it, or wears a watch that is looked at by the villain displaying the time,underscored by the manufacturer's logo. Today, computer games includeunderscored by the manufacturer's logo. Today, computer games includebanners and posters during gamebanners and posters during game--play as the action unfolds. Examples of play as the action unfolds. Examples of product placement in games would include field sports with adverts placedproduct placement in games would include field sports with adverts placedalongside a pitch, or car racing games where you pass billboardsalongside a pitch, or car racing games where you pass billboardsdisplayed in a city.displayed in a city.

Lobbying government bodies.Lobbying government bodies. Lobbying is named after the 'lobby' area of the British Houses of Lobbying is named after the 'lobby' area of the British Houses of

Parliament where traditionally 'lobbying' would have occurred. Lobby inParliament where traditionally 'lobbying' would have occurred. Lobby inthe past would have meant catching the eye of a Member of Parliament,the past would have meant catching the eye of a Member of Parliament,in order to persuade him or her to take up a particular cause or argument.in order to persuade him or her to take up a particular cause or argument.Today, lobbying firms are hired by organisations or individuals with aToday, lobbying firms are hired by organisations or individuals with aspecific cause to promote. For example, a charity could lobby for a changespecific cause to promote. For example, a charity could lobby for a change

in laws regarding pharmaceuticals or armaments. The charity would hire ain laws regarding pharmaceuticals or armaments. The charity would hire alobbying firm to promote their cause with elected politicians.lobbying firm to promote their cause with elected politicians.Press or media releases, conferences, contact and entertainment.Press or media releases, conferences, contact and entertainment. Press or media releases, conferences, contact and entertainment arePress or media releases, conferences, contact and entertainment are

pivotal Public Relations strategies. In the past, the press were the originalpivotal Public Relations strategies. In the past, the press were the originaltarget (e.g. newspapers and magazines) but today the whole mediatarget (e.g. newspapers and magazines) but today the whole mediaindustry forms the target (i.e. radio, websites, TV, New Media and so on).industry forms the target (i.e. radio, websites, TV, New Media and so on).

Media releases are drafted by a PR company, for example, to reportMedia releases are drafted by a PR company, for example, to reportfinancial information prior to the release of company reports.financial information prior to the release of company reports.



Media conferences are called often at short notice to inform the media directly on aMedia conferences are called often at short notice to inform the media directly on acurrent event that has just happened, or that is about to happen. Media contactcurrent event that has just happened, or that is about to happen. Media contactincludes interviews with key personnel, and could include speeches, presentationsincludes interviews with key personnel, and could include speeches, presentationsand speech writing by the PR company. Finally entertaining the press, or media, isand speech writing by the PR company. Finally entertaining the press, or media, isundertaken when trying to gain as much media space as possible. This could be forundertaken when trying to gain as much media space as possible. This could be for

a product launch or to promote an acquisition.a product launch or to promote an acquisition.

Advertorials in newspapers, magazines or on websites.Advertorials in newspapers, magazines or on websites. Advertorials are paid for advertisements that are designed to appear like copy (i.e.Advertorials are paid for advertisements that are designed to appear like copy (i.e.

normal reported text). Many countries insist that advertorials do contain a line of normal reported text). Many countries insist that advertorials do contain a line of text to explain that they are sponsored or placed by an advertiser. Advertorials aretext to explain that they are sponsored or placed by an advertiser. Advertorials areoften used to imply that some ground breaking treatment or solution has beenoften used to imply that some ground breaking treatment or solution has beenuncovered.uncovered.

Corporate promotional materials, websites, inCorporate promotional materials, websites, in--house magazines andhouse magazines andcustomer magazines.customer magazines.

The market for promotional materials is large. Promotional materials include itemsThe market for promotional materials is large. Promotional materials include itemssuch as pens, balloons, mouse mats, and so on. They tend to carry a company'ssuch as pens, balloons, mouse mats, and so on. They tend to carry a company'slogo and contact details, and are another way to promote goodwill between andlogo and contact details, and are another way to promote goodwill between andorganisation and its publics. Websites are a vital marketing communications andorganisation and its publics. Websites are a vital marketing communications andpublic relations tool that can convey information to publics on how to contact anpublic relations tool that can convey information to publics on how to contact anorganisation, key personnel, products and services, corporate history, and financialorganisation, key personnel, products and services, corporate history, and financialreports, as well as any other targeted and planned information.reports, as well as any other targeted and planned information.

InIn--house magazines are used for internal marketing, communication and changehouse magazines are used for internal marketing, communication and changemanagement from within the organisation. Inmanagement from within the organisation. In--house magazines are targeted athouse magazines are targeted atinternal publics. Conversely, customer magazines help organisations tointernal publics. Conversely, customer magazines help organisations tocommunicate with external publics (mainly customers) on all sorts of topics such ascommunicate with external publics (mainly customers) on all sorts of topics such asgood news stories, product launches, customer clubs and many other subjects.good news stories, product launches, customer clubs and many other subjects.



What is an advertising agency?What is an advertising agency?

The Client Agency Relationship.The Client Agency Relationship.

An advertising agency handles part or all marketing communicationsAn advertising agency handles part or all marketing communicationsactivities on behalf of a client organization. The agencies themselves tendactivities on behalf of a client organization. The agencies themselves tendto vary in size from small, perhaps a handful of people, to vastto vary in size from small, perhaps a handful of people, to vast -- wherewheremany thousands of employees make up the company. A commission ismany thousands of employees make up the company. A commission isgenerally taken by the agency which tends to be taken from the mediagenerally taken by the agency which tends to be taken from the mediapurchases of the client organisation.purchases of the client organisation.

This is done rather like a theatrical agent would take a percentage of theThis is done rather like a theatrical agent would take a percentage of theincome of an actor for whom employment had been found. The agencyincome of an actor for whom employment had been found. The agencymay also take payment from the media owners (i.e. sometimes take amay also take payment from the media owners (i.e. sometimes take adiscount and do not pass it on to the client). More transparent means of discount and do not pass it on to the client). More transparent means of payment are becoming more popular, with some agencies being paidpayment are becoming more popular, with some agencies being paid--byby--results.results.

There are many types of agency, but it is generally accepted that theThere are many types of agency, but it is generally accepted that themain ones are include fullmain ones are include full--service agency, a la carte agency, or specialistservice agency, a la carte agency, or specialist

agency. A fullagency. A full--service agency will take on the whole project or campaign.service agency will take on the whole project or campaign.An a la carte agency will offer some aspects of a campaign such as mediaAn a la carte agency will offer some aspects of a campaign such as mediabuying, rather like buying items from a menu. A specialist agency tendsbuying, rather like buying items from a menu. A specialist agency tendsto be small and more focused on a specific aspect of marketingto be small and more focused on a specific aspect of marketingcommunications and/or a specific market such as Internet Marketing.communications and/or a specific market such as Internet Marketing.



A FullA Full--Service Agency will offer:Service Agency will offer:

Account management.Account management. Creative.Creative.

Media.Media. Traffic and production.Traffic and production. Account planning.Account planning. Account management.Account management.

Account managers work for an agency with the client (an agency's customers areAccount managers work for an agency with the client (an agency's customers arecalled 'clients'). Very often they will spend a lot of time with the client working ascalled 'clients'). Very often they will spend a lot of time with the client working as

part of their marketing team. This is one way in which an agency works closelypart of their marketing team. This is one way in which an agency works closelywith its client and why the 'chemistry' between a client and its agency needs to bewith its client and why the 'chemistry' between a client and its agency needs to beright. The account manager makes sure that the correct information is passed fromright. The account manager makes sure that the correct information is passed fromthe client to the other members of the agency. He or she is a cothe client to the other members of the agency. He or she is a co--ordinator and timeordinator and timemanager. The account planner will work on a brief that is fed back to the agencymanager. The account planner will work on a brief that is fed back to the agencyteam.team.

Creative TeamCreative Team The first internal agency team members to see the brief tend to be the creativesThe first internal agency team members to see the brief tend to be the creativesand the media planners. The brief contains a 'proposition' that the client wishes toand the media planners. The brief contains a 'proposition' that the client wishes to

communicate to the target audience. The creative team will transform thecommunicate to the target audience. The creative team will transform theproposition into something exciting and attractive to the target audience. Theproposition into something exciting and attractive to the target audience. Thecreative team decide upon the 'creative concept.' This will be a motivational idea.creative team decide upon the 'creative concept.' This will be a motivational idea.The words used to express the creative concept are called 'copy.' The images,The words used to express the creative concept are called 'copy.' The images,pictures and diagrams are created i.e. the 'design' or 'layout.' This is done bypictures and diagrams are created i.e. the 'design' or 'layout.' This is done by'designers' and 'copywriters.' Beware some creatives! Creatives tend to be artistic'designers' and 'copywriters.' Beware some creatives! Creatives tend to be artisticand innovative. Hence their advice should be highly regarded and any criticismand innovative. Hence their advice should be highly regarded and any criticismshould be constructive.should be constructive.



Traffic and Production Team.Traffic and Production Team. The traffic and media team are in charge of the production of the physical andThe traffic and media team are in charge of the production of the physical and

artistic output, i.e. the marketing communication. In the case of a TV advert, theyartistic output, i.e. the marketing communication. In the case of a TV advert, theywould commission scripts, recruit a ctors (mainly via agents), film crews andwould commission scripts, recruit a ctors (mainly via agents), film crews andsupporting activities (such as costumes and catering). All ads are different and sosupporting activities (such as costumes and catering). All ads are different and so

the specifics will vary. In the case of print advertising, the traffic and productionthe specifics will vary. In the case of print advertising, the traffic and productionteam would commission and signteam would commission and sign--off all printed advertising material such as directoff all printed advertising material such as directmarketing materials, magazine ads or posters.marketing materials, magazine ads or posters.

Account Planning Team.Account Planning Team. The account planning team work on the 'customer's' perspective, and take anThe account planning team work on the 'customer's' perspective, and take an

outward look at the world. They support the creative teams by supplying data andoutward look at the world. They support the creative teams by supplying data andopinion on what I actually occurring in the marketing in which advertising is to beopinion on what I actually occurring in the marketing in which advertising is to beplaced. They tend to use secondary data to support decisions, and would rarelyplaced. They tend to use secondary data to support decisions, and would rarelycommission original research. However, with material supplied my organisationscommission original research. However, with material supplied my organisationssuch as Mori, Datamonitor, ACORN, and othersuch as Mori, Datamonitor, ACORN, and other -- the account planning team canthe account planning team canbuild an image of segments to help the creatives.build an image of segments to help the creatives.

Media Team.Media Team. The media team will organise the timing and scheduling of the marketingThe media team will organise the timing and scheduling of the marketing

communications campaign. They will look at the range of media to be exploited,communications campaign. They will look at the range of media to be exploited,and then look at the best slots in which to run advertising. They will help a client toand then look at the best slots in which to run advertising. They will help a client todecide upon the duration of and individual slot, and how many of them to run. Heredecide upon the duration of and individual slot, and how many of them to run. Herethe expense and return to the client are key factors that influence decisionthe expense and return to the client are key factors that influence decision--making.making.The two main skills of the media team are media planning and media buying.The two main skills of the media team are media planning and media buying.Today there is a wealth of data on which media buying can be based. There isToday there is a wealth of data on which media buying can be based. There issoftware for planning and simulation.software for planning and simulation.



Direct Marketing.Direct Marketing.

What is Direct Marketing?What is Direct Marketing?

Direct marketing is a channel free approach to distribution and/or marketingDirect marketing is a channel free approach to distribution and/or marketingcommunications. So a company may have a strategy of dealing with itscommunications. So a company may have a strategy of dealing with itscustomers 'directly,' for example banks (such as CityBank) or computercustomers 'directly,' for example banks (such as CityBank) or computermanufacturers (such as Dell). There are no channel intermediaries i.e.manufacturers (such as Dell). There are no channel intermediaries i.e.distributors, retailers or wholesalers. Thereforedistributors, retailers or wholesalers. Therefore -- 'direct' in the sense that'direct' in the sense thatthe deal is done directly between the manufacturer and the customer.the deal is done directly between the manufacturer and the customer.

As mentioned above, 'direct' also in the sense that marketingAs mentioned above, 'direct' also in the sense that marketingcommunications are targeted at consumers by the manufacturers. Forcommunications are targeted at consumers by the manufacturers. For

example, a brand that uses channels of distribution would targetexample, a brand that uses channels of distribution would targetmarketing communications at wholesalers/distributors, retailers, andmarketing communications at wholesalers/distributors, retailers, andconsumers, or a blend of all three. On the other hand, a direct marketingconsumers, or a blend of all three. On the other hand, a direct marketingcompany could focus upon communicating directly with its customers.company could focus upon communicating directly with its customers.Direct marketing and direct mail are often confusedDirect marketing and direct mail are often confused -- although direct mailalthough direct mailis a direct marketing tool.is a direct marketing tool.

There are a number of direct marketing media other than direct mail. TheseThere are a number of direct marketing media other than direct mail. These

include (and are by no means limited to):include (and are by no means limited to): Inserts in newspapers and magazines.Inserts in newspapers and magazines. Customer care lines.Customer care lines. Catalogues.Catalogues. Coupons.Coupons. Door drops.Door drops.

TV and radio adverts with free phone numbers or perTV and radio adverts with free phone numbers or per--minuteminute--charging.charging. . . . and finally. . . and finally -- and most importantlyand most importantly -- The Internet and New Media.The Internet and New Media.



The Internet and New Media (e.g. mobile phones or PDA's) are perfect forThe Internet and New Media (e.g. mobile phones or PDA's) are perfect fordirect marketing. Consumers have never had so many sources of supply,direct marketing. Consumers have never had so many sources of supply,and suppliers have never had access to so many markets. There is evenand suppliers have never had access to so many markets. There is evenroom for niche marketersroom for niche marketers -- for example Scottish salmon could orderedfor example Scottish salmon could orderedonline, packed and chilled, and sent to customers in any part of the worldonline, packed and chilled, and sent to customers in any part of the worldby courier.by courier.

Many companies use direct marketing, and a current example of its use,Many companies use direct marketing, and a current example of its use,as part of aas part of a business model,business model, is the way in which it is used by lowis the way in which it is used by low--costcostairlines. There is no intermediary or agent, customers book tickets directlyairlines. There is no intermediary or agent, customers book tickets directlywith the airlines over The Internet. Airlines capture data that can be usedwith the airlines over The Internet. Airlines capture data that can be usedfor marketing research or a loyalty scheme. Information can be processedfor marketing research or a loyalty scheme. Information can be processedquickly, and then categorised into complex relational databases.quickly, and then categorised into complex relational databases.

Then, for example, special offers or new flights destinations can beThen, for example, special offers or new flights destinations can becommunicated directly to customers using ecommunicated directly to customers using e--mail campaigns. Data is notmail campaigns. Data is notonly collected on markets and segments, but also on individuals and theironly collected on markets and segments, but also on individuals and theirindividual buyer behaviour. Companies such as Amazon are wholesalers of individual buyer behaviour. Companies such as Amazon are wholesalers of

books (i.e. they do not write or publish them)books (i.e. they do not write or publish them) -- so they use Customerso they use CustomerRelationship Management and marketing communications targetedRelationship Management and marketing communications targeteddirectly at individual customersdirectly at individual customers -- which is another, slightly differentwhich is another, slightly differentexample of direct marketing.example of direct marketing.

SS



Sales Promotion.Sales Promotion.

What is sales promotion?What is sales promotion?Sales promotion is any initiative undertaken by an organisation toSales promotion is any initiative undertaken by an organisation to

promote an increase in sales, usage or trial of a product or servicepromote an increase in sales, usage or trial of a product or service

(i.e. initiatives that are not covered by the other elements of the(i.e. initiatives that are not covered by the other elements of themarketing communications or promotions mix). Sales promotionsmarketing communications or promotions mix). Sales promotionsare varied. Often they are original and creative, and hence aare varied. Often they are original and creative, and hence acomprehensive list of all available techniques is virtually impossiblecomprehensive list of all available techniques is virtually impossible(since original sales promotions are launched daily!). Here are(since original sales promotions are launched daily!). Here aresome examples of popular sales promotions activities:some examples of popular sales promotions activities:

(a)(a)B

uyB

uy--OneOne--GetGet--OneOne--Free (

BOGO

F)

Free (

BOGO

F) -- which is an example of awhich is an example of aself self--liquidating promotion. For example if a loaf of bread is pricedliquidating promotion. For example if a loaf of bread is priced

at $1, and cost 10 cents to manufacture, if you sell two for $1, youat $1, and cost 10 cents to manufacture, if you sell two for $1, youare still in profitare still in profit -- especially if there is a corresponding increase inespecially if there is a corresponding increase insales. This is known as a PREMIUM sales promotion tactic.sales. This is known as a PREMIUM sales promotion tactic.

(b)(b) Customer Relationship Management (CRM)Customer Relationship Management (CRM) incentives such asincentives such asbonus points or money off coupons. There are many examples of bonus points or money off coupons. There are many examples of CRM, from banks to supermarkets.CRM, from banks to supermarkets.

(c)(c) New mediaNew media -- Websites and mobile phones that support a salesWebsites and mobile phones that support a salespromotion. For example, in the United Kingdom, Nestle printedpromotion. For example, in the United Kingdom, Nestle printedindividual codes on KITindividual codes on KIT--KAT packaging, whereby a consumer wouldKAT packaging, whereby a consumer wouldenter the code into a dynamic website to see if they had won aenter the code into a dynamic website to see if they had won aprize. Consumers could also text codes via their mobile phones toprize. Consumers could also text codes via their mobile phones tothe same effect.the same effect.

(d)(d) Merch

andisingMerch

andising additions such as dump bins, pointadditions such as dump bins, point--of of--sale materialssale materialsand product demonstrations.and product demonstrations.



(e)(e) Free giftsFree gifts e.g. Subway gave away a card with six spaces for stickerse.g. Subway gave away a card with six spaces for stickerswith each sandwich purchase. Once the card was full the consumer waswith each sandwich purchase. Once the card was full the consumer wasgiven a free sandwich.given a free sandwich.

(f)(f) Discounted pricesDiscounted prices e.g. Budget airline such as EasyJet and Ryanair, ee.g. Budget airline such as EasyJet and Ryanair, e--mail their customers with the latest lowmail their customers with the latest low--price deals once new flights areprice deals once new flights are

released, or additional destinations are announced.released, or additional destinations are announced.(g)(g) Joint promotionsJoint promotions between brands owned by a company, or withbetween brands owned by a company, or withanother company's brands. For example fast food restaurants often runanother company's brands. For example fast food restaurants often runsales promotions where toys, relating to a specific movie release, aresales promotions where toys, relating to a specific movie release, aregiven away with promoted meals.given away with promoted meals.

(h)(h) Free samplesFree samples (aka. sampling) e.g. tasting of food and drink at(aka. sampling) e.g. tasting of food and drink atsampling points in supermarkets. For example Red Bull (a caffeinatedsampling points in supermarkets. For example Red Bull (a caffeinated

fizzy drink) was given away to potential consumers at supermarkets, infizzy drink) was given away to potential consumers at supermarkets, inhigh streets and at petrol stations (by a promotions team).high streets and at petrol stations (by a promotions team).(i)(i) Vouchers and couponsVouchers and coupons, often seen in newspapers and magazines, on, often seen in newspapers and magazines, on

packs.packs.(j)(j) Competitions and prize drawsCompetitions and prize draws, in newspapers, magazines, on the TV, in newspapers, magazines, on the TV

and radio, on The Internet, and on packs.and radio, on The Internet, and on packs.(k)(k) CauseCause--related and fairrelated and fair--tradetrade products that raise money for charities,products that raise money for charities,

and the less well off farmers and producers, are becoming more popular.and the less well off farmers and producers, are becoming more popular.(l)(l) Finance dealsFinance deals -- for example, 0% finance over 3 years on selectedfor example, 0% finance over 3 years on selectedvehicles.vehicles.

Many of the examples above are focused upon consumers. Don't forget thatMany of the examples above are focused upon consumers. Don't forget thatpromotions can be aimed at wholesales and distributors as well. These arepromotions can be aimed at wholesales and distributors as well. These areknown asknown as Trade Sales PromotionsTrade Sales Promotions. Examples here might include joint. Examples here might include jointpromotions between a manufacturer and a distributor, sales promotionpromotions between a manufacturer and a distributor, sales promotion

leaflets and other materials (such as Tleaflets and other materials (such as T--shirts), and incentives forshirts), and incentives fordistributor sales people and their retail clients.distributor sales people and their retail clients.



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