Advertising, PR, Sales Promotion Defined
Many years ago, Stanley L. Goodman, of EGR Communications, Inc.--a leading New York sales promiotion agency--explained the distinction between these three marketing communications tools:

• In advertising, you use the existing media as a channel of communication to carry your message.
  
• In public relations, you use the news segment of those same media.
  
• In sales promotion, you create the appropriate media.
  

Some examples of sales promotion objectives are:

• Increase distribution of a product, line, or model.
  
• Dispose of inventories currently held by the company's distribution channels in order to make room for new products.
  
• Broaden customer base through initial customer usage of a product, leading to repurchase based on satisfaction.
  
• Introduce a new image, logo or product; major improvement in established product; or new uses for existing products.
  
• Improve competitive standing of an already-accepted product.
  
• Encourage existing trade channels to speedily accept new product.
  
• Amplify results of concurrent advertising campaign.
  
• Increase customer and trade channel awareness of product's existence, characteristics, prices and availability.
  
• Create favorable psychological attitudes toward product.
  
• Add value to the product by expanding utility or improving image. Supplement and/or counteract price competition (e.g., through offer of a premium).
  
• Increase trade channel and customer goodwill toward company.

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Koelzer & Associates
Bill Koelzer, Small Business Internet Consultant
2924-D Camino Capistrano,
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www.Koelzer.com
Bill@Koelzer.com
949-291-8892