1. SALES PROMOTION &
PUBLICITY
73 Explain public relations
74 Identify public relations tools
75 Explain the internal and external aspects of public
relations
76 Explain sales promotion as related to the SER industries
77 Describe the elements of an SER sales promotion
campaign

2. A. Trade Promotion
Activities designed to gain manufacturers and retailers
support for a product
1. Slotting allowances - Cash paid by the manufacturer
to a retailer for all costs involved in placing a new on
its shelves
2. Buying allowances - A price discount given by
manufacturers to retailers to encourage buying a new
product or a larger quantity of a new products
3. Trade shows/conventions - Shows to demonstrate
and introduce new products and increase sales of
existing products
4. Sales incentives - Awards given to managers and
employees who successfully meet or exceed a set
sales quota

3. B. Consumer Sales
Promotion
Activities designed to encourage customers to buy
products
1. Licensing - License a logo, trademark, trade
character, names, likenesses and personal
endorsements to another business
2. Promotional tie-in - When 2 companies combine
resources to share the costs of promoting (ex.
Disney and Toys R Us)
3. Visual merchandising & displays - Coordination of
all physical elements (window, floor, counter,
shelves, ceiling, etc.) to project an image to
customers

4. Consumer Sales Promotion
cont.
4. Premium - Low cost items given away free to
consumers as a condition of purchase
a. Coupon - Certificates entitling customers to
cash discounts
b. Factory pack - Free gifts placed in product
packages
c. Traffic builder - Pens, key chains, calendars
etc., given away free for visiting store or
special event
d. Coupon plan - Ongoing programs offering a
variety of premiums (ex. MVP cards, Koolaid
points)

5. Consumer Sales Promotion
cont.
5. Product sample - A free trial size of a product
6. Incentive - Use to create excitement and interest
about products and therefore increase sales
a. Contest - Games or activities that require
participant to demonstrate a skill (ex. Essay, name
a new product, picture, collect pieces – like
Monopoly etc.)
b. Sweepstakes - Games of chance (ex. Scratch off
tickets, peel off tickets)
c. Rebate - Discounts offered when purchasing
during a given time period (ex. Printer at Xmas)

6. Publicity
Involves placing newsworthy information about a company,
product, or person in the media
Public Relations - Activity designed to create goodwill toward a
business
Audiences - Different targets for public relations
 Employees - Newsletters, employee suggestion programs,
recognition programs
 Customers - Customer advisory boards, customer feedback
forms, sponsor special events , provide: In-store restaurants,
child care, gift wrap, fax, copy, free delivery
 Community - Sponsoring teams, awarding scholarships,
donating to charities, encouraging employees to join civic
organizations

7. Publicity cont.
 News release - A pre-written story about a
company that is sent to various media
 Press kit - A folder containing articles, news
releases, feature stories, and photographs
about a company – often given to media to
assist in writing a story
 Press conference - A meeting in which media
members are invited to hear an announcement
about a newsworthy event