Promotion Techniques Push Policy emphasizes promotions focused on the next intermediary. Trade Sales Promotion Techniques-stimulate wholesalers and retailers to carry products and to market them aggressively. Producers use sales promotion techniques to encourage resellers to carry their products and to promote them more effectively. Manufacturer agrees to pay a certain amount of retailers media. The Right Moves Babes Discusses how Pepsi dealt with the Syringe incident, using primarily publicity to overcome bad publicity.
Bad news receives much attention in the media.
Need to deal with bad publicity. Expedite coverage as opposed to blocking it. Avoid rumors and misinformation. Return to Content List Limitations of Using Publicity Media must judge publicity to be news worthy, timely, interesting and accurate. Cannot control the content or timing.