• using email or post to send promotional messages directly to target customers. This type of direct selling is also known as junk mail because advertisers know that a very high proportion of the material will be thrown away or deleted. Spam refers to electronic junk mail. (e) Public relations (PR) means communicating with the media using good news stories to create favourable publicity for a firm or its products. For example, free publicity in newspapers and on television gave Pet Rocks a massive free advertising boost when the product was launched. PR also includes sponsorship. Sponsorship occurs where a company pays money to have their name associated with a major event or a charitable cause. In return, the business hopes to get the benefit of being associated with exciting sporting events or good causes.
Business Careers Sales Representatives (or sales reps) travel to different places trying to persuade people to buy their company’s products and services.
Choosing a promotional method depends on: The target market the business is trying to reach. A mass market needs a mass media such as the Internet, national radio or television. A specialist market, such as farmers, could be better reached through a specialist publication like the Irish Farmers Journal. A local business, such as a party organiser, could use leaflets through letterboxes. The cost of buying advertising and the size of the advertising budget available. TV advertising is the most expensive form of advertising, but it reaches very large audiences.
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Business Careers PR Executives are responsible for generating favourable publicity for an organisation through various media. They are employed by charities, large commercial companies and State organisations.
Businesses pay thousands of euro to have their brand name and logo appear on team jerseys. This sponsorship money is used by the teams to cover expenses such as equipment, travel and training facilities.
