2. PR falls under “promotion” in
the context of consumer PR
• Product
• Price
• Place (distribution)
• Promotion
Marketing is a process aimed at satisfying customer
needs profitably.This process includes 4 elements:
Marketing
5. Integrated Marketing
Intersection of public relations and publicity,
advertising, sales promotion, and marketing to
promote organizations, products, and services.
6. Coordinates the use of various forms of marketing
communications to provide clarity, consistency, and
maximum communications impact.The integration
helps build a cohesive presence.
Goal: To send a consistent message to audiences.
Integrated Marketing
Communications
8. • Direct Marketing
• Personal Selling
• Guerilla Marketing
• Sales Promotion
• Promotional Products
• Public Relations
• Cause-related Marketing & Sponsorships
• Advertising
• Internet Publicity
More IMC Tools
9. PR vs. Advertising
• Marketing – selling a service or
product through pricing, distribution
and promotion
• Advertising – subset of marketing; pay
to place message in media formats
• Clutter increased importance of
public relations
10. Third-Party Endorsements
• Support of an “objective” third-party: a blog,
newspaper, magazine, tweet, broadcast which
mentions product as “news”
• Advertising perceived as self-serving; Publicity
carries less of that stigma
• Bloggers may be paid to write about product
or link to it (SEO)
11. Spokesperson
• Unethical if paid endorsements are not disclosed
• A matter of control: brands do not control the
spokesperson’s behavior
12. Native Advertising
Also known as branded content or sponsored journalism
• Content authored by and paid for by public
relations professionals
• Placed in news site news columns
• Shoulder-to-shoulder with real news
• Appears to look like the real thing
Native advertising on target to reach $8 billion
by the end of 2015 and grow to $21 billion in 2018
23. Six-story billboard with 2 directional audio behind it.
You hear spooky voices when walking directly in the path of
the sound. Others next to you hear nothing.
40. WHY THIS AD
Why would McDonald’s be interested in this?
Allows persuasion to become less obvious:
• Authenticity vs. manufactured look/feel
• Spontaneity vs. choreography
• Peer driven vs. corporate sponsored
Will we become sensitized to buzz marketing?
• Planned to appear unplanned
• Contrived to seem genuine
44. THE TIPPING POINT
The threshold at which an idea, product, or message takes off
Need: people spreading message, right context, stickiness, scalability, effortless transfer
45. LAW OF THE FEW
Large numbers of people are not required to generate a trend
A select few enjoy a disproportionate amount of influence over others
46. Reconstructing the spread of an idea: #JeSuisCharlie hashtag
One of the most tweeted hashtags in history
50. • Context (right time & place)
• Stickiness (inherently attractive)
• Scalability (easy to ramp up production)
• Effortless Transfer (easy to disseminate)
51. MOVEMBER IDEA
• Context (right time & place)
• Stickiness (inherently attractive)
• Scalability (easy to ramp up production)
• Effortless Transfer (easy to disseminate)
63. Historical
Example
• Sales of Reese’s Pieces
increased by 80%
• M&M turned Spielberg
down
• Hershey turned down the
request to use Hershey kisses
64. Cause-related Marketing
Associates a company with a social cause in an effort to build goodwill
KFC Repairs Streets in Exchange for Leaving Its Mark on Pavement - 03/25/09
67. Public Relations Advertising
• Marketing of an image vs. a product
• Image advertising, issues advertising,
public relations
• Mergers and diversifications
• Personnel changes
• Organizational resources and views
68. Public Relations
Concerned with the company’s
various publics.
• News Releases/PSAs
• Newsletters/Books
• Press Conferences
• Special Events
• Article Reprints
69. Trade Shows
Trade show participation
• Analyze the show carefully
• Select a common theme
• Emphasize what’s new
• Consider local promotional efforts
• Evaluate the worth
70. Why IMC?
Product recalls • Ingredient scares • Questioning of
product’s social needs • Consumer interest in company
policies • Spreading rumors • Increased clutter & noise
• Problems generated by media criticism
77. Increased clutter & noise
More channels, media, advertisements make it difficult to be heard
78. • Need for an integrated approach that
combines the best of marketing, advertising,
sales promotion, and public relations
• Need to be knowledgeable about all aspects
of communication mix
As a result:
