Promotional Mix for the Tide Racing Campaign

You are in the role of a researcher employed by a marketing magazine and have been asked to investigate a number of promotional activities that may form the basis of future articles in editions of the magazine.

The portion of the business that should be focus on sales of products is advertising, sales promotion, publicity, personal selling, sales force management, customer relations, and dealer relations. These activities are especially critical when a firm pursues a market penetration strategy. The effectiveness of various selling tools for consumer and industrial products varies. Personal selling is most important for industrial goods companies, and advertising is most important for consumer goods companies. With regard to advertising products and

Public Relations—a promotional strategy seeking to establish communication and linkage between the products and the brand community or reference group. Although, this is considered long-term in nature, it is important that the marketers and promoters communicate updates on their products to Jimmy Buffet community.

So, let’s start from the beginning. What does Public Relations is all about? Marketing professionals swear by this strategic communication process that helps to develop mutually beneficial relations between business conglomerates and the audience base. The keyword for PR is ‘relationship’ as it influences the audiences to buy a particular product by developing interest and investment

Personal selling is where a sales man actually comes to target market doors and tries to promote and make a sale from his product. This method of selling is perceived to be quite intimidating and often salesmen can be quite bullish in their approach of the customer. A business that is looking to maintain its corporate image will want to employ good salesmen that will not give off a bad aura when they are at work.

Public relations is a very cost efficient way to display the product compared to my own advertising of the product and costing a fortune to pay for something when I might not even get my money back out of it. I am going to use company news, promotional events, and sponsorship programs this way I can reach a larger scale of an audience at relatively a fraction of the cost it would take me to pay for my own marketing.

Harlow (1976) defines public relations (PR) practice as “the distinctive management function which helps establish and maintain mutual lines of communications, understanding, acceptance and cooperation between an organisation and its publics”. PR plays an important role in organisations because they are representing a broader group of activities, even encompassing all communication activities of an organisation (Lee, 2011). To put in a laymen term, public relations practitioners (PR) work to build long-term relationships among individuals and institutions through planned promotions of goods, services, and images of a company to create a good will for a person, place, and event and also to helps management to be informed and responsive to public opinion to further improve the organisation.

Personal selling or telemarketing - effective personal selling relies on good interpersonal and communication skills excellent product and service knowledge and the ability to sell product benefits to prospective customers

Is when a employee persuade a customer to buy or use the service offer by the business.

Public relations has changed drastically since the early 20th century. In its earliest forms it was more focussed on the idea of publicity and advertisement. However, more recently it has been seen as a way to engage and build relationships between an organization and it’s publics. Public relations deals with promotional activities that foster a positive public image of a company or organization.

o Public relations is the practice of managing the spread of information between an organisation (eg a company) and the public. For example; print, online and reputation management campaigns.

Public relation is a management function that helps achieve organizational objectives, define philosophy, and facilitate organizational change. Public relations practitioners communicate with all relevant internal and external publics to develop positive relationships and to create consistency between organizational goals and societal expectations.

Personal selling is usually preferred when there is an expensive higher end product that would be best sold on a one on one personalized contact but is often costly to train the salesperson. According to Onkvisit and Shaw (2009), personal selling is often taught in trade or vocational schools and is not seen as a prestigious occupation and in Brazil, salespeople are not trained well in comparison to U.S. standards. Door to door selling is allowed in Brazil like in the U.S but for it to be successful, requires support in terms of training and information (Onkvisit and Shaw, 2009). It could be considered as one of the more difficult methods of promotion as excellent communication and persuasion skills are necessary.

The theory explains that the value of public relations in organization and society lies in socially responsible managerial decisions and quality organization to public relations. Organisations must behave in ways that solve the problems and satisfy the goals of the stakeholders as well as the management in order to be effective. Good relationship with organisation’s strategic publics is helpful in developing and achieving goals desired by both the organization and its publics, reducing costs of negative publicity, and increasing revenue by providing products and services needed by stakeholders. Practitioners identify publics who are affected by or affect organizational decisions and communicate symmetrically with them to build high quality long term relations.

As the name of the discipline implies, public relations is how an organization builds beneficial relationships with its key stakeholders. With effective communication as the practices’ primary tool, modern day organizations have taken advantage of proficient practitioners to boost exposure of their company and its message across to international audiences.