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Pr And Marketing
 

Pr And Marketing

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Pr And Marketing Pr And Marketing Presentation Transcript

  • Public Relations and Marketing Copyright © Allyn & Bacon 2006 Advertising • Public Relations • Sales Promotion • Direct Marketing • Personal Selling • Marketing
  • Advertising • Public Relations • Sales Promotion • Direct Marketing • Personal Selling • Marketing Why Study Marketing?
    • Marketing focuses on consumers, as does consumer relations, or customers relations, which is part of public relations.
    • Public relations programs can affect marketing programs—and vice versa. Mishandled marketing programs often affect long-term public relations plans..
    Copyright © Allyn & Bacon 2006
  • Advertising • Public Relations • Sales Promotion • Direct Marketing • Personal Selling • Marketing Why Study Marketing?
    • In the 21st-century marketing is undergoing dramatic changes. Instead of focusing on consumers to buy NOW, new marketing strategies seek to build long-term, productive relationship with consumers. They seeks to build relationships—just like public relations.
    Copyright © Allyn & Bacon 2006
  • Advertising • Public Relations • Sales Promotion • Direct Marketing • Personal Selling • Marketing The Decline of Mass Marketing
    • The ability to reach a large audience through just a few mass media channels is declining. The addition of new, specialized channels of communication is fragmenting the audience.
    • Media that reach individuals one at a time with personalized messages are growing in efficiency and effectiveness.
    Copyright © Allyn & Bacon 2006
  • Advertising • Public Relations • Sales Promotion • Direct Marketing • Personal Selling • Marketing An Alternative to Mass Marketing
    • Consumer-focused marketing
      • Best known form is integrated marketing communications (IMC)
      • Use a variety of media to build relationships with individual consumers.
    Copyright © Allyn & Bacon 2006
  • Advertising • Public Relations • Sales Promotion • Direct Marketing • Personal Selling • Marketing Integrated Marketing Communications
    • IMC practitioners ...
      • Focus on individual consumers. Products are developed to fill consumers specific needs, and sales messages target specific consumer self-interests.
      • Use databases to store information on individual consumers; rather than on a mass audience. These databases contain a wealth of information on individual consumers wants, needs and preferences.
    Copyright © Allyn & Bacon 2006
  • Advertising • Public Relations • Sales Promotion • Direct Marketing • Personal Selling • Marketing Integrated Marketing Communications
    • IMC practitioners ...
      • Send well-focused message to each consumer through a variety of approaches: advertising, public relations, direct mail, and all other forms of marketing communications, including packaging and pricing.
      • Use consumer-preferred media to send their marketing messages.
      • Favor interactive media, constantly seeking information from consumers.
    Copyright © Allyn & Bacon 2006
  • Advertising • Public Relations • Sales Promotion • Direct Marketing • Personal Selling • Marketing Three Pillars of IMC
    • Advertising: the use of controlled media in an attempt to influence the actions of targeted publics. A paid form of communication.
    Copyright © Allyn & Bacon 2006
  • Advertising • Public Relations • Sales Promotion • Direct Marketing • Personal Selling • Marketing Three Pillars of IMC
    • Marketing: the process of researching, creating, refining, and promoting a product or service—and distributing that product or service to targeted consumers.
    Copyright © Allyn & Bacon 2006
  • Advertising • Public Relations • Sales Promotion • Direct Marketing • Personal Selling • Marketing Three Pillars of IMC
    • Public relations: the values-driven management of relationships between an organization and the publics that can affect its success.
    Copyright © Allyn & Bacon 2006
  • Advertising • Public Relations • Sales Promotion • Direct Marketing • Personal Selling • Marketing Three Pillars of IMC
    • Each discipline follows a process of research, planning, communication, and evaluation.
    • But unlike marketing, PR focuses on many publics, not just the consumer. And unlike advertising, PR doesn’t control its messages by purchasing specific placement for them.
    Copyright © Allyn & Bacon 2006
  • Advertising • Public Relations • Sales Promotion • Direct Marketing • Personal Selling • Marketing Impact of Consumer Focused Marketing on Public Relations
    • New marketing philosophies are nothing new to the practice of public relations. They are based on an approach familiar to public relations practitioners: focusing on the values of a particular public and responding with a clear message.
    • There are a growing number of mergers of advertising and public relations agencies.
    Copyright © Allyn & Bacon 2006
  • Advertising • Public Relations • Sales Promotion • Direct Marketing • Personal Selling • Marketing Impact of Public Relations on Consumer Focused Marketing
    • Consumer focused marketing adopts many of the practices of public relations, especially tw0way communication. A criticism of marketing has been that consumer values and interests have been ignored. Consumer-focused marketing helps give the consumer a voice.
    • It also focused on the use of media that publics prefer – a standard of public relations.
    Copyright © Allyn & Bacon 2006
  • Advertising • Public Relations • Sales Promotion • Direct Marketing • Personal Selling • Marketing Differences between Public Relations and Marketing
    • Marketing focuses primarily on only one public: consumers.
    • Public Relations focused on relationships with all publics essential to an organizations’ success.
    • Public relations and marketing are “separate and equal, but related functions,” and must work together toward organizational goals.
    Copyright © Allyn & Bacon 2006
  • Advertising • Public Relations • Sales Promotion • Direct Marketing • Personal Selling • Marketing Marketing
    • Marketing involves making the consumer want to buy your product or service. This includes everything from product research and design, to packaging, pricing and product.
      • Product
      • Price
      • Place
      • Promotion
    Copyright © Allyn & Bacon 2006
  • Advertising • Public Relations • Sales Promotion • Direct Marketing • Personal Selling • Marketing The Edsel Copyright © Allyn & Bacon 2006 Created in 1957 by Ford Considered to be the most heavily promoted consumer product in history. Considered to be the biggest advertising flop in industry Expected to sell 200,000 in the first year. Instead it only sold 109,000 and two years later, the car was off the market.
  • Advertising • Public Relations • Sales Promotion • Direct Marketing • Personal Selling • Marketing Marketing Public Relations
    • Marketing public relations focuses on building relationships with consumers. The intent is to get them to purchase a product or service. Traditional tactics include
      • product or service-oriented news releases, media kits, video news releases, and news conferences;
      • spokesperson appearances;
      • special events;
      • satellite media tours; and
      • displays at trade shows.
    Copyright © Allyn & Bacon 2006
  • Advertising • Public Relations • Sales Promotion • Direct Marketing • Personal Selling • Marketing A Closer Look at IMC
    • The Four P’s Become the Four C’s:
      • Product has become Consumer wants and needs;
      • Price has become Consumer’s cost ;
      • Place has become Convenience to buy; and
      • Promotion has become Communication .
    • Sending one clear message through a variety of media
    Copyright © Allyn & Bacon 2006
  • Advertising • Public Relations • Sales Promotion • Direct Marketing • Personal Selling • Marketing How IMC works.
    • Start with an audit. Determine where a organization currently stands, and make recommendations for the future:
      • analysis of communications network;
      • identification and prioritization of stakeholders;
      • evaluation of organization’s consumer databases;
      • content analysis of all messages; and assessment of organizational attitudes toward IMC.
    Copyright © Allyn & Bacon 2006
  • Advertising • Public Relations • Sales Promotion • Direct Marketing • Personal Selling • Marketing Creating an IMC Campaign
    • Create shared performance measures. Develop systems to evaluate communications activities.
    • Use databases and issues management to understand stakeholders.
    • Identify all contact points for the company and its products.
    • Create business and communication plans for each local market.
    Copyright © Allyn & Bacon 2006
  • Advertising • Public Relations • Sales Promotion • Direct Marketing • Personal Selling • Marketing Creating an IMC Campaign
    • Create compatible themes, tones, and quality across all communications media.
    • Hire only team players.
    • Link IMC with management processes .
    Copyright © Allyn & Bacon 2006
  • Advertising • Public Relations • Sales Promotion • Direct Marketing • Personal Selling • Marketing Problems with Consumer Focused Marketing
    • Jealousy, or “turf battles” with members of the marketing team promoting individuals areas of expertise. The team member approach eliminates this.
    • Growing concerns for consumer privacy as consumers are increasingly alarmed about the amount of personal information stored in databases.
    Copyright © Allyn & Bacon 2006
  • Advertising • Public Relations • Sales Promotion • Direct Marketing • Personal Selling • Marketing Problems with Consumer Focused Marketing
    • Marketing’s new focus on consumer wants and needs is impressive, but excessive reliance on consumers’ desires could pull a company away from its own core values. Consumer-focused marketing will work best when it operates on a solid foundation of organizational values.
    Copyright © Allyn & Bacon 2006