Based on chapter 17 - "Public relations, publicity and corporate advertising" of book "Advertising and Promotion" published by Tata Mc Graw Hill.
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Functions of advertising and Objectives of advertising Rajlaxmi Bhosale
Social Functions,Psychological Functions,Economic Functions.INFORMING
PERSUADING
REMINDING
ADDING VALUE
Distinguish from the competitors
Product expansion-brand extension
Encourage loyalty
Reduce cost
HELP IN BRANDING
Previewing New Trends Previews, Create Demand,PRICING
The following presentation on the structure of an advertising agency was made by Advertising and Public Relations students of Indian Institute of Mass Communication, New Delhi.
INTEGRATED MARKETING COMMUNICATION: AN INTRODUCTION by Amitabh MishraAmitabh Mishra
“IMC is an attempt to coordinate various marketing and promotional activities to make marketing communication to target customers more efficient and effective.”
“IMC insures that all forms of communication and messages are carefully linked together”
This presentation covers the importance of developing an Integrated Marketing Communications Media Strategy.
It highlights growth in Digital Media from an Australian perspective.
www.b2bwhiteboard.com
Functions of advertising and Objectives of advertising Rajlaxmi Bhosale
Social Functions,Psychological Functions,Economic Functions.INFORMING
PERSUADING
REMINDING
ADDING VALUE
Distinguish from the competitors
Product expansion-brand extension
Encourage loyalty
Reduce cost
HELP IN BRANDING
Previewing New Trends Previews, Create Demand,PRICING
The following presentation on the structure of an advertising agency was made by Advertising and Public Relations students of Indian Institute of Mass Communication, New Delhi.
INTEGRATED MARKETING COMMUNICATION: AN INTRODUCTION by Amitabh MishraAmitabh Mishra
“IMC is an attempt to coordinate various marketing and promotional activities to make marketing communication to target customers more efficient and effective.”
“IMC insures that all forms of communication and messages are carefully linked together”
This presentation covers the importance of developing an Integrated Marketing Communications Media Strategy.
It highlights growth in Digital Media from an Australian perspective.
www.b2bwhiteboard.com
What's the Difference Between Publicity and Public Relations?Tristan Loo
The terms publicity and public relations (PR) are often used interchangeably, but they are in fact two very distinct and separate disciplines. If you want to leverage the power of the media in your marketing mix then I suggest you start with knowing what the differences between publicity and PR really are. We’ll cover that in this article.
6th of October, 2010.
XI B : 55. SM Ishraqul Huq and 43. Hossain Md. Nayeem handed in their presentation on ‘advertising history of USA: a change from late 19th century to 20th century.
A quick slideshow explicating the differences between three terms often used interchangeably, but have very different meanings and objectives.
*Scholastic endeavor*
Facebook Advertising: A Champagne Campaign on a Beer BudgetJoseph LaMountain
Facebook ads are hard to miss. They’re on your newsfeed, in the sidebar, on your mobile device, and on your logout screen. Yet few companies, nonprofits, or government agencies use Facebook advertising as part of their social media strategy. The good news is that you don’t need a six-figure budget to run an effective Facebook ad campaign.
Facebook’s “social ads” take advantage of social context by highlighting friends’ interactions with content. Social context paired with advanced targeting capabilities allow savvy marketers the opportunity to push content directly to the Facebook users they want to reach. This increases ad effectiveness and engagement while it dramatically reduces the cost of your ad buy.
In this session, we’ll discuss and show how to identify and reach your target audiences, test message effectiveness, analyze performance, and optimize your results. Speakers include Reingold Partner Jack Benson, Senior Social Media Associate Erin Fenn, and Senior Digital Marketing Associate Brooks Lape.
Social Media - What is it, why it matters, and a 3 step action plan for business
Presentation made to the KM round table at Melbourne Zoo, August 19th, 2009
B2B public relations 101 presentation, delivered to the Tooling & Manufacturing Association in Chicago. Describes what public relations is, why it matters, how to develop a public relations strategy, how to measure PR success. Stresses the importance of developing an integrated communication program in which public relations supports marketing and vice verssa
To be successful with social media, you need a plan. In this presentation, I review a framework strategy approach that aligns the business strategy and goals with social media activities and keeps those activities accountable via analytics and key performance metrics. This deck was presented at the BMA Chicago breakfast series on May 16, 2012.
A presentation of survey results that Grant Thornton, LLP has done on Social Media plus a discussion on Social Analytics and improving Profitability using Social Media.
Digital Influence Group (DIG) is a full-service interactive agency focused on helping clients take advantage of the social shift in marketing to build deeper relationships with their key constituencies. We have developed a unique methodology for identifying, educating and influencing the blogosphere, reputation aggregators, e-communities and social networks. Using social media to cultivate rich online experiences that drive stronger emotional connection and deeper engagement, we constantly measure and optimize all that we do.
Digital Influence Group is a part of W2 Group, Inc., a next-generation marketing services company founded by Larry Weber in 2004.
Social media activation is a creative approach to how we bring experiences to our target audiences and bring our target audiences into our experiences. In today's digital age, marketers must move beyond the traditional approach and create a valuable, customized social media experience that will engage a brand's key constituents and build lasting relationships.
Larry Weber of W2 Group, Dennis Haugan of T-Mobile and Brian Babineau of Digital Influence Group discuss how effective social media activation can help marketers:
1 - Build a rich brand experience for target audiences
2 - Develop a fluid model for content distribution and sharing
3 - Create new opportunities for engagement through partnerships
4 - Sustain and enhance engagement over time
This is a presentation that I gave at a Digital Marketing conference in Nov 2010 while a consultant for Doremus (part of Omnicom Group). It has been almost two years and a lot of points are still applicable, and the industry still has a long way to go...
INTEGRATED MARKETING - GETTING IT RIGHTHnyB Untangle
Social Media Strategy & Delivery for Business. HnyB Untangle – A Specialist Social Branding and Promotion Company delivering Social Branding, Social Advertising, Social Marketing and Social PR solutions.
HnyB Untangle is an agency fuelled by passion to create brands which are loved by people and is driven by smart thinking.
HnyB Untangle engage Social Branding opportunities with innovative solutions crafted to produce measurable results.
HnyB Untangle's brand of creative strategic solutions are defined by our people, our processes, our network and exhaustive experience of our team.
Are you busy or indispensible? Meaningful communications strategies in the di...Lars Voedisch
(Re-)Defining the role of PR: Integrating Communications with Your Business Strategy;
Determining the business value of social media PR and how to persuade management buy-in;
Creating impact: Are you busy or indispensible for your company?;
The future of PR: Current trends and challenges PR practitioners should be aware of
Nokia- Connecting People or Disconnecting Customers (2012), A case study on N...Maneesh Garg
Case study was written solely to provide material for class discussion and publishing purposes. Areas covered in the case study are-
- Discussing the reasons of Nokia's decrease and Competitors increase in market share
- New market trends and changes in the Mobile Hardware industry
- Analysis of Nokia's efforts to come out of this disaster
Note- This case and its data was revised till September 2012. This does not cover newly launched Lumia series, Nokia's overtake by Microsoft and other activities and updates which happened in year 2013.
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Social / Digital Media - A report on new trends in industryManeesh Garg
Social Media - Analysis of great social media campaigns of all time. Also a brief look on social media campaign run by Spice Mobile India. The presentation is also available for this report in my uploads.
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GlaxoSmithKline GSK - Brand Activation Calender and marketing ideasManeesh Garg
Brand activation calender and marketing ideas for GlaxoSmithKline (GSK)
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GlaxoSmithKline GSK CH - A report on Business Strategy and Growth Avenues in ...Maneesh Garg
A summer internship report on GlaxoSmithKline Consumer Healthcare (GSKCH) Himachal Pradesh. Report comprises the sales structure, business and supply chain model of GSK Consumer Healthcare in Himachal Pradesh. It also includes the comparative analysis of GSK supply chain and sales structure with competitor FMCG companies like HUL, P&G, Nestle and Colgate etc, Himachal Pradesh geographical audit, revenue model, remunerations of sales team, incentives and much more...
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Social / Digital Media - A Presentation on New TrendsManeesh Garg
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Hr Policy / Employee Catalogue - A template for your companyManeesh Garg
I have designed this HR policy in a way that it can be used as a template or model for designing employee rule book for any company. Data is taken from various sources. The company name used in this policy document is a dummy name and has no relation directly or indirectly with any company or individual.
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Airtel - Analysis of past advertisements and marketing campaignsManeesh Garg
Analysis of Airtel's past advertisement and marketing campaigns.
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Analysis of Sony Corp.
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Based on the analysis of case study Cybertech Project...
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Bhushan Steel - A report and complete analysis of stock priceManeesh Garg
This report is analysis of Bhushan Steel's stock price, and its comparison with Steel Industry and Competitor Tata Steel
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Western Music - A change in consumption behavior in past decadesManeesh Garg
A report explaining consumer behavior with the help of change in consumption of western music in past decades.
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Analysis of case study Autobytel.com by Harvard Business School...
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Ikea Invades India - Market Research report on entry strategy in IndiaManeesh Garg
Market Research Report on - Entry Strategy of IKEA in India based on case study "IKEA Furniture" by Harvard Cases.
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Narayana Hrudayalaya Heart Hospital - Cardiac Care For the PoorManeesh Garg
Based on case study "Narayana Hrudayalaya Heart Hospital: Cardiac Care for the poor" by Harvard Cases.
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Flipkart - Analysis of Marketing Strategy and new Branding IdeasManeesh Garg
The analysis of Flipkart's old marketing strategy and new branding ideas for better sales and publicity.
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5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
How to Run Landing Page Tests On and Off Paid Social PlatformsVWO
Join us for an exclusive webinar featuring Mariate, Alexandra and Nima where we will unveil a comprehensive blueprint for crafting a successful paid media strategy focused on landing page testing.With escalating costs in paid advertising, understanding how to maximize each visitor’s experience is crucial for retention and conversion.
This session will dive into the methodologies for executing and analyzing landing page tests within paid social channels, offering a blend of theoretical knowledge and practical insights.
The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation.
The session will also cover data analysis techniques and criteria for graduating landing pages.
In the second part of the webinar, Pearmill will explore the use of A/B testing platforms. Discover common pitfalls to avoid in A/B testing and gain insights into analyzing A/B tests results effectively.
Digital Money Maker Club – von Gunnar Kessler digital.focsh890
Title One is a comprehensive examination of the impact of digital technologies on
modern society. In a world where technology continues to advance rapidly, this article delves into the nuances and complexities of the digital age, exploring Its implications across various sectors and aspects of life.
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
Digital marketing is the art and science of promoting products or services using digital channels to reach and engage with potential customers. It encompasses a wide range of online tactics and strategies aimed at increasing brand visibility, driving website traffic, generating leads, and ultimately, converting those leads into customers.
https://nidmindia.com/
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
2. Role of Public Relations
To manage relationships with the public
General
Public
Employees Customers
CLIENT
Suppliers Stockholders
2
3. Public Relations Management Process
Determination and evaluation of
public attitudes
Identification of policies and
procedures of an organization
Development and execution of the
program
3
5. Example- “Social Media, So What” PR campaign
by VOCUS
The Social PR Series is supported by “Social Media. So What,” the free online
conference from Vocus that’ll show you what businesses are getting wrong with
social media and how to stop making the same mistakes. Register today to join
Scott Stratten of UnMarketing and four other social media stars on March 16,
completely free. 5
6. The Process of Public Relations
• Developing and
executing the PR
1 program
2
• Establishing a
PR plan
3
• Determining
and evaluating
public attitudes
66
7. Research on Public Attitudes
• Provides input for the planning
process
• Serves as an “early warning system”
• Secures internal cooperation,
support
• Increases communications
effectiveness
77
8. Evaluating Public Relations Plans
1 Does the plan reflect a thorough understanding of the company’s business
situation?
2 Has the PR program made good use of research and background sources?
3 Does the plan include full analysis of recent editorial coverage?
4 Do the PR people fully understand the product’s strengths and weaknesses?
5 Does the PR program describe several cogent, relevant conclusions from the
research?
6 Are the program objectives specific and measurable?
7 Does the program clearly describe what the PR activity will be and how it will
benefit the company?
8 Does the program describe how its results will be measured?
9 Do the research, objectives, activities, and evaluations tie together?
10 Has the PR department communicated with marketing throughout the
development of the program? 88
9. Public Relations Audiences
Employees of Stockholders Community
the firm and investors members
Suppliers and
The media Educators
customers
Civic and
Financial
business Governments
groups
organizations
99
10. Public Relations Tools
Press
Exclusives
conferences
Press
Interviews
releases
Community
involvement The internet
100
1
11. Example- Press Conference
Lakme Fashion Week holds press conference to announce
participating Designers and Sponsors for Winter/Festive 2012
11
13. Advantages of Public
Relations
Avoidance
Credibility Cost
of clutter
Lead Image
Selectivity
generation building
13
14. Criteria for Measuring PR
Effectiveness
Total number of impressions . . .
Over time
On the target audience
On specific target audiences
Percentage of . . .
Positive articles over time
Negative articles over time
Ratio of positive to negative articles
Percentage of positive and negative articles by . . .
Subject
Publication
Reporter
Target audience 14
15. Publicity
Publicity involves the generation of news
about a company, product, service, brand
or person in various media. It is a subset
of the public relations effort.
Key points regarding publicity:
Publicity is generally short-term focused
Publicity is not always under the control of the firm
Publicity can be negative as well as positive 15
16. Example- Negative Publicity
After the movie
Borat made
relentless fun of
the nation of
Kazakhstan,
Hotels.com
reported a
300% increase
in requests for
information
Sometimes about the
it’s good to
be bad country
16 16
19. The Power of
Publicity
Perceived as more credible
Often perceived as endorsed by the medium
in which it appears
Often has high news value
Often generates high frequency of exposure
19
21. Advertising Versus Publicity
Advertising Publicity
Control
Great Little
Credibility Lower Higher
Reach Achievable Undetermined
Frequency Schedulable Undetermined
Specific/High Unspecified/Low
Cost
High Low
Flexibility
Specifiable Tentative
Timing
21
22. Corporate Advertising
Advertising done to promote the interests of the firm by
enhancing its image, assuming a position on a particular
issue or promoting a certain cause
Corporate advertising does not promote any one specific product or service. Rather it is
designed to promote the firm overall, by enhancing its image, assuming a position on a
social issue or cause, or seeking direct involvement in something.
Types of Corporate
Advertising
Advocacy Cause-related
Image Advertising Event sponsorship
advertising advertising
22
23. Example- Corporate Advertising P&G’s "Proud Sponsor of Mums“
P&G launched–"Proud Sponsor of Mums" campaign in March (on Mother's Day), which for
the first time in the UK is an attempt to promote the P&G corporate brand.
23
25. Objectives of Corporate Advertising
Create a positive image for the firm
Communicate the organization’s
viewpoint on various issues
Boost employee morale
Smooth labor relations
Help newly deregulated industries
Help diversified companies establish an identity
25
26. Event Sponsorship
A form of marketing communications whereby an
organization becomes involved with a particular
event by developing sponsorship relations.
Events used for sponsorship:
· Sporting events
· Music/entertainment
· Festivals
· Arts/cultural events
· Causes
26
28. Advocacy Advertising
Advocacy advertising is the propagation of
ideas and elucidation of controversial social
issues of public importance in a manner that
supports the interests of the sponsor
28
32. Cause Related Marketing
Cause related marketing is a form of
marketing whereby companies link with
charities or nonprofit organizations as
contributing sponsors
32
33. A few key findings from a consumer study conducted with
Duke University on Cause related Marketing
• Exponential sales increases (74% and 28%) in two cause-related product
categories
• Participants spent nearly twice as long reviewing cause-related ads as general
corporate advertisements
• 78% of Americans feel companies should maintain their philanthropic giving
or even give more during tough economic times
• 79% of Americans would be likely to switch brands to one associated with a
good cause (compared to 66% in 1993)
• Education, economic development and health and disease topped the list of
priority issues for companies to address
http://www.coneinc.com/contentmgr/showdetails.php/id/1224/view_type/950010/startdate/1222833600 33
34. Example 1- PizzaExpress and Oxfam
Archie the Goat was the unexpected star of this campaign, which encouraged
people to raise money to provide goats for families living in poverty in developing
countries. Images of Archie were used in marketing materials to raise awareness of
a number of promotions. 34
36. Example3- Proctor & Gamble
Tide’s “Loads of Hope” seems to be quietly toiling away in regions affected by natural
disasters to provide a small, but meaningful and overlooked service to those struggling to
recover.
Apart from this there are Pampers’ “One Pack = One Vaccine,”
“Crest Healthy Smiles,”
Tampax/Always’ “Protecting Futures,” 36