Sales promotion is used for delivering action plans. Sales promotion and advertising harmonize each other as promotion is short term to generate sales and advertising are for long term awareness and relationship building. Sales promotion is also a non-personal form of marketing communication targeting a smaller audience. The techniques include offering better offers and adding value to the objective of future sales. Various presentation kits such as catalogs, selling ads and brochures, are used for sales staff. Financial mechanisms such as promotional pricing and incentives are used as a push strategy by companies (Young and Aitken, 2007).
Public relations can describe as relationship management between an organization and its various stakeholders. It is an attempt to establish and preserve shared understanding, good relationships and goodwill with the secondary targets, stakeholders or audiences. It helps in the closure of the gap between how the public perceives the organization and how it would like to be perceived by its target public. It is majorly a long term as well as two-way communication form where PR executives aim for goodwill and long term reputation of the organization.
It also plays a critical role during the crisis, so that minimum damage is caused to the firm. It is also a critical characteristic of marketing communication planning. It supports personnel selling by improving overall image, building awareness, taking orders, establishing the reliability and providing services such as customer management. Here direct media means are used such as catalogs, mailings, internet, posters, and press. This tool is used for creating and sustaining personal communication with current and potential customers as well as other stakeholders.
It can be described as face-to-face, two-way communication with the objective of informing, giving demonstrations, maintaining and establishing a relationship with particular member audiences. It is one of the most critical tools in B2B marketing where the sales person and the selling technique are major representations of the company.
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