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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.
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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...
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