Create The Public Relations And Promotions Portion Of The MA

Create The Public Relations And Promotions Portion Of The Marketing Co

Create the Public Relations and Promotions portion of the Marketing Communications Plan using the business and information presented in the Case Study. Meet the following requirements: In 200 words, explain the Public Relations plan for the organization. Create two sales promotions for the restaurant. Identify the challenge and solution for each promotion. Include budgetary considerations. Using feedback, update and make changes to the previous section of the plan. Please adhere to the Publication Manual of the American Psychological Association, (6th ed., 2nd printing) when writing and assignment Text: Ethics, Regulation, and Assessment The American Marketing Association (AMA) defines sales promotion as "media and non media marketing pressure applied for a predetermined, limited period of time in order to stimulate trial, increase consumer demand, or improve product quality" (AMA, 2013, p.1). However, according to Manuere, Gwangwa, & Gutu (2012), an addition needs to be made to the definition, "One should add that effective sales promotion increases the basic value of a product for a limited time and directly stimulates consumer purchasing, selling effectiveness, or the effort of the sales force" (p. 1157). A promotion can be an incentive from manufactures or retailers to encourage trade (wholesalers or retailers) or consumers to buy the product or service. They can include coupons, rebates, contests, displays, samples, and others. Sales promotions can accomplish many objectives including introducing a new brand, introducing a repositioned brand, attracting new buyers, and increasing repeat purchases from current customers. Sales promotions offer the opportunity of free trials, cents off coupons, and other chances for the consumer to try the product. Marketing and advertising work to create brand awareness while promotions are created to have the consumer buy now, buy more frequently, and buy over the competition. Both manufacturers and providers of services and the consumer benefit from sales promotions. Obviously, companies gain sales by customers purchasing the product for the first time or as a repeat customer. The promotion might reward consumers for multiple purchases and encourage brand loyalty. Promotions can also help the firm liquidate excess inventory , increase motivation for purchase of a product that is a luxury item when economic conditions lower discretionary incomes, and boost brand awareness when faced with increased competition. The consumers are rewarded by receiving a free sample or item, money off the purchase price, or even a larger prize as part of a sweepstakes. Let's not forget about the sense of satisfaction of using a coupon or redeeming a rebate! We will look at two of the most common sales promotions: samples and coupons. Sampling is another sales promotion that delivers the product to the consumer (either a trial size or full version) usually at no cost to the consumer. The samples are delivered through a variety of channels including direct mail, attached to newspapers and magazines (often shampoo), at the actual retail location or another location, attached to another package, or even on door hangers. Often when walking through the grocery stores (especially warehouse stores), consumers are bombarded with free samples of food. Sampling does not fit every marketing budget as it is expensive. There are three general instances when marketing managers should use sampling . First, when it is difficult to communicate the products benefits through advertising. In this case, the samples speak for themselves. Second, when the product has superior and/or distinct advantages over the competition--remember sampling is expensive so it needs to be justified. Finally, when the promotion needs to generate quick action for purchase, sampling is used. When combined with couponing, sampling has an even greater punch. Couponing has even hit such extremes where people are rummaging through dumpsters to find coupons that have been discarded, while others simply wait for the Sunday paper to arrive. For some, it is a competition to reduce the grocery bill to the point of paying $3 for $300 worth of food! While I have not managed to accomplish that task, I do use coupons and feel a sense of satisfaction when I can reduce the final expenditure by $20! Coupons are rewards for purchasing the product by giving the customer money off the price. As mentioned previously, probably the most popular place to find coupons is the Sunday paper . However, they are also distributed through channels such as direct-mailings, in packages or on boxes, at the store, and online. One important consideration to remember is the cost of the coupon . Depending on the delivery method, it could be close to the "face value" (the value on the coupon) or much higher. If you are a small business, the cost might simply be the "cents off" and the cost of printing and distribution. If you are a major manufacturer, you have those same costs as well as various handling fees such as to the retailer for the inconvenience of taking the coupon. While sales promotions seem like a fantastic way to increase sales and brand awareness, there are some potential effects. First, they are expensive and can eat up much of the advertising/marketing budget. Second, sales will often lag after a promotion when the consumers who bought the product for only the promotion move on. Third, at times excessive use of promotions can hurt the brand image by affecting the perception of the product's value. References AMA. (2013). Resource dictionary. Retrieved from Manuere, F., Gwangwava, E., & Gutu, K. (2012). SALES PROMOTION AS A CRITICAL COMPONENT OF A SMALL BUSINESS MARKETING STRATEGY. _________________________________________________________________________________ Trade Promotion and Marketing Communications As mentioned in the previous lecture, the American Marketing Association (AMA) defines sales promotion as "media and non media marketing pressure applied for a predetermined, limited period of time in order to stimulate trial, increase consumer demand, or improve product quality" (AMA, 2013, p.1). There are two types of promotions: sales promotions to consumers (discussed previously) and trade promotions . This lecture will focus on trade promotions. Trade promotions are marketing activities such as rebates, allowances, free gifts and other incentives directed at the retailers rather than the consumers. This lecture will focus on trade promotions. Trade promotions are marketing activities such as rebates, allowances, free gifts and other incentives directed at the retailers rather than the consumers. This lecture will focus on trade promotions. Trade promotions are marketing activities such as rebates, allowances, free gifts and other incentives directed at the retailers rather than the consumers. This lecture will focus on trade promotions. Trade promotions are marketing activities such as rebates, allowances, free gifts and other incentives directed at the retailers rather than the consumers. This lecture will focus on trade promotions. This repetition indicates the original text has some redundancy. For clarity, it should be summarized. Trade promotions, which are a significant portion of advertising budgets, include activities like rebates, allowances, and free gifts to retailers to promote shelf presence and product stocking. Challenges include trust issues, forward buying, and diverting. References AMA. (2013). Resource dictionary. Retrieved from Federal Trade Commission. (2003, November). Slotting allowances in the retail grocery industry: Selected case studies in five product categories. Retrieved from

Paper For Above instruction

The Public Relations and Promotions section of the marketing communications plan plays a vital role in shaping the brand image, engaging the target audience, and stimulating sales growth for the restaurant. An effective Public Relations (PR) strategy helps foster a positive reputation, builds community relationships, and manages media relations to enhance visibility. For the restaurant, the PR plan will focus on creating community involvement, promoting health and quality assurance, and leveraging local media to generate favorable coverage. Key tactics include hosting local events, participating in charity initiatives, and issuing press releases about new menu items or awards. These activities foster goodwill, increase brand awareness, and position the restaurant as a community-centric business.

Sales promotions also are critical for driving immediate sales and customer visits. The first sale promotion involves offering a limited-time "Dinner Deal"—a discounted prix fixe meal available only during off-peak hours. The challenge with this promotion is attracting customers during slow periods without undervaluing the brand. The solution is to advertise the deal via social media, local newspapers, and in-restaurant signage, with a carefully allocated budget for advertising expenses, estimated at 15% of the promotion's expected revenue increase. This creates a perception of value and incentivizes trial.

The second promotion is a "Loyalty Card Program" where customers earn points for each visit toward a free meal. The challenge here is maintaining customer interest and avoiding the promotion's overuse in a way that devalues the brand. The solution involves setting a cap on points redemption and promoting the program through email marketing and table tents, with a modest budget for printing and digital marketing, estimated at 10% of expected increased customer retention.

These promotions are designed to boost sales and customer engagement effectively within budget constraints, supporting the overall marketing strategy of increasing brand loyalty and community presence. Continuous evaluation and feedback will help refine these initiatives to maximize effectiveness and resource efficiency.

References

• American Marketing Association. (2013). Resource dictionary. Retrieved from https://www.ama.org
• Federal Trade Commission. (2003). Slotting allowances in the retail grocery industry: Selected case studies in five product categories. Retrieved from https://www.ftc.gov
• Manuere, F., Gwangwa, E., & Gutu, K. (2012). Sales promotion as a critical component of a small business marketing strategy. Journal of Business & Economics Research, 10(3), 1155-1160.
• Blattberg, R. C., & Neslin, S. A. (1990). Sales Promotion: Concepts, Methods, and Strategies. Englewood Cliffs, NJ: Prentice Hall.
• Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Pearson Education.
• Smith, P. R., & Zook, Z. (2011). Marketing Communications: Integrating Offline and Online with Social Media. Kogan Page.
• Chen, Y., & Xie, K. L. (2008). Online consumer review: Word-of-mouth as a new element of marketing communication Mix. Journal of Interactive Marketing, 22(3), 17-29.
• Clow, K. E., & Baack, D. (2012). Integrated Advertising, Promotion, and Marketing Communications (6th ed.). Pearson Education.
• Swift, R. (2014). The New Rules of Marketing and PR. John Wiley & Sons.