G press kits news releases and electronic media eg

Info iconThis preview shows page 1. Sign up to view the full content.

View Full Document Right Arrow Icon
This is the end of the preview. Sign up to access the rest of the document.

Unformatted text preview: age; and the F DA, which regulates food, dietary supplements, drugs, cosmetics, and medical devices. De scr ib e th e e le me n ts o f a p u b lic r e latio n s to o lkit. A variety of elements compose a firm's public relations toolkit. T hey include publications, video and audio programs, public service announcements, annual reports, media kits (e.g., press kits), news releases, and electronic media (e.g., websites). Id e n tify th e v ar io u s typ e s o f sale s p r o mo tio n s. Sales promotions are special incentives or excitement-building programs that encourage purchase and include coupons, deals, premiums, contests, sweepstakes, samples, POP displays, rebates, and product placement. T hey either push sales through the channel, as is the case with contests directed toward retail salespeople, or pull sales through the channel, as coupons and rebates do. 2011 McGraw-Hill Higher Education Any us e is s ubject to the Term s of Us e and Privacy Notice. McGraw-Hill Higher Education is one of the m any fine bus ines s es of The McGraw-Hill Com panies . connect.mcg r aw- hill.com/connect/hmEBook.do?setTab= sectionTabs 2/2 9/15/13 M cGr aw- Hill Connect - Ebook M arke ting EBook 3 /e Content Chapte r18: Adv e rtising, Public Re lations, and Sale s Prom otions Chapter Case Study W HAT IS POPULARITY ANYW AY?54 When it comes to social networking sites (those Web forums that enable friends to stay in contact, describe themselves and their interests, and measure their popularity by the number of registered friends they maintain), the rules of advertising change radically. Who is advertising to whom, and how can companies—both the networking sites and others that want in on the game—make the best appeal to consumers? Consider your own F acebook or MySpace site, assuming you have one. Are all your real-life friends your online friends too? Do you actually know all the friends registered on your online site? In all likelihood, you host online friends you've never met, meaning that your circle of virtual friends is pretty huge compared with the number of people whom you see in person or talk to face to face on a regular basis. T hat means the audience on social sites also potentially is much bigger than that for other forms of media. p. 561 Such hu...
View Full Document

Ask a homework question - tutors are online