### 날짜 : 2023-12-06 08:54 ### 주제 : Sales Promotion and Public Relations #마케팅 #공부 #PR ---- ### **8.3 Sales Promotion and Public Relations** > Sales promotion and public relations (PR) are essential components of the promotional mix, each serving unique roles in marketing. Here's a closer look at these concepts: #### **Strategies for Sales Promotion and Their Impact on Consumer Behavior:** - **Definition of Sales Promotion:** Sales promotion refers to short-term marketing tactics aimed at encouraging immediate sales. It includes various promotional activities such as discounts, coupons, contests, loyalty programs, and free samples. - **Impact on Consumer Behavior:** Sales promotions can influence consumer behavior in several ways: - **Urgency:** Limited-time offers create a sense of urgency, encouraging quick purchases. - **Value Perception:** Discounts and special deals enhance the perceived value of products or services. - **Repeat Purchases:** Loyalty programs and rewards can foster repeat business. - **Trial and Sampling:** Offering free samples or trials can introduce consumers to new products. #### **The Role of Public Relations in Shaping Brand Perception:** - **Definition of Public Relations:** Public relations (PR) focuses on managing and maintaining positive relationships between an organization and its various stakeholders, including the public, customers, employees, and media. - **Building Brand Image:** PR efforts aim to build and protect a brand's reputation. This involves managing crisis communications, issuing press releases, and creating positive stories in the media. - **Media Relations:** PR professionals work with the media to generate positive coverage and handle media inquiries. - **Corporate Social Responsibility (CSR):** PR often involves communicating an organization's CSR initiatives, demonstrating its commitment to social and environmental causes. #### **Creating and Managing PR Campaigns:** - **Strategic Planning:** PR campaigns are strategically planned to align with organizational goals. They often involve identifying key messages, target audiences, and appropriate communication channels. - **Crisis Management:** PR plays a crucial role in managing crises, including responding to negative events, addressing customer complaints, and handling reputational challenges. - **Media Outreach:** PR professionals proactively engage with the media to secure positive coverage and respond to media inquiries. - **Measuring PR Success:** Evaluating the success of PR efforts may involve tracking media mentions, analyzing sentiment, and measuring changes in public perception. > Sales promotion and PR are complementary tools in the promotional mix. While sales promotions offer short-term incentives to drive immediate sales, PR focuses on building and maintaining long-term relationships and positive brand perception. Both strategies contribute to a well-rounded marketing and communication plan, helping organizations achieve their marketing and public relations goals. ### 출처(참고문헌) - ### 연결문서 - [[8.2 Advertising and Media Planning]] - [[8.1 Integrated Marketing Communications (IMC)]]