Sales Promotion,  Advertising, &  Public 

Relations.  

Advertising:

·         Any paid form of non-personal presentation and promotion of ideas, goods or services from the sponsor evident by the print media (newspapers and magazines), telecommunications (radio and television), network communications (telephone, cable, satellite, wireless), electronic media (audiotape, videotape, videodisk, CD-ROM, web page), and display media (billboards, signs, posters). It is an impersonal form of mass communication, which offers a high degree of control of those responsible for the preparation and implementation of promotional message. Advertising performs multiple functions, the main ones are: inform, persuade, reminder create additional utility impact on people's perceptions. As a result of advertising certain products and brands look more upscale and stylish than competitors. Advertising adds value to the purchase of expensive and risky products.

·      Sales Promotion:

·         A variety of short-term incentives to encourage trial or purchase of a product or service including consumer promotions (such as samples, coupons, and premiums), trade promotions (such as advertising and display allowances), and business and sales force promotion. It helps management is always aware of the situation and effectively use change to serve as an early warning system. It is necessary to anticipate trends, to use research and ethical communication techniques as fundamental tools. Sales promotion consumer oriented aims to stimulate consumers to immediate purchase. The funds are distributed by producers or traders. These are price deals, coupons, samples, sweepstakes, contests, discounts, premiums, souvenirs, loyalty programs, samples, demonstrations and more.

·      Public Relations:

·         Public relations are an interactive system using one or more communication devices for notice measurable effects. They are relevant to all activities in the organization and cover all communications. Public relations are not focus on the product; they are focused on the whole company. Their main objectives are to achieve understanding with the audience and influence public opinion.Public relations act as free publicity. This free publicity is getting achieved by goodwill, people recommending your product to their friends, etc.

   

Attributes	Advertising	Sales promotion	Public relations
Role	A reason is offered to buy	An incentives offered to buy	Relationship is maintained to re-buy
Theme	Theme is to build up brand loyalty	Theme is to break down the loyalty to a competing brand	Theme  is to make a strategic communication process that builds mutual beneficial relationship between organisation and there public’s
Aim	Aim is to attract the ultimate consumer.	Aim is to attract not only consumer but retailers, wholesalers and sales force also.	Aim is to maintain the relationship so you don’t Have to attract consumer again and again.
Effectiveness	Effective in the long run	Effective in the short run	Effective in long run
Advantages	Heavy advertising make the brand image of the product and accords it the perception of higher quality	Heavy sales promotion leads to the product being perceived as having a brand image of cheaper and lower quality product	Effective PR can boost sales promotion efforts and Basically represent the company at different stages.
Inclusion	Advertising includes messages delivered through various types of media	Various types of incentives are offered for Consumer promotion Trade promotion Sales force promotion	Public relation includes constant follow-ups and maintaining a good relationship with the customer.