Marketing communication is the means by which firms attempt to inform, persuade, and remind consumers, directly or indirectly, about the products and brands they sell.
Marketing communication is the means by which firms attempt to inform, persuade, and remind consumers, directly or indirectly, about the products and brands they sell.
IMC- IMC Communication Tools.
Advertising
Classifications of Advertising
Direct Marketing
Sales Promotion
Sales Promotion Uses
Publicity Vehicles
Public Relations
Personal Selling
IMC- IMC Communication Tools.
Advertising
Classifications of Advertising
Direct Marketing
Sales Promotion
Sales Promotion Uses
Publicity Vehicles
Public Relations
Personal Selling
UNIT-9-MANAGING MASS AND PERSONAL COMMUNICATION.pptetebarkhmichale
Invoice Finance
In Ethiopia, Ethio Lease is the first privately owned equipment leasing company with a license from the National Bank of Ethiopia. Ethio Lease provides its customers with carefully selected equipment on the basis of a lease contract, whereby the customer is the Lessee, who has a conditional right to use the equipment, and Ethio Lease is the Lessor, who buys and owns the equipment. If the equipment needs to be imported, Ethio Lease will buy the equipment abroad, using foreign currency from its parent company, AAFC. Ethio Lease customers can pay the lease fee in Ethiopian Birr. While leasing comes in many forms and shapes, for now the only form of leasing that the NBE will allow is a capital lease (aka “financial lease” or “full pay-out” lease). This Ethio Lease can be an alternative foe very few startups, it cannot be considered as a significant alternative for startups since most of them couldn’t fit it and it couldn’t be accessible enough.
Trade Show Strategy for Maximum Exposureschubert b2b
Trade shows are great opportunities to leverage in order to increase your brand's visibility. Seminars, speaking engagements, sponsorships and exhibit halls are only a few avenues at these events that can maximize exposure to your brand. The key to trade show success is creating a strategy to streamline objectives, take action and get noticed.
2. Public Relations…
• Is a planned and sustained effort to establish and maintain
mutual understanding between an organisation and its
public - both internally and externally
• Includes everything that is calculated to improve a mutual
understanding between an organisation and everyone it comes
into contact with
If the aim of public relations had to be summed up in
only one word that word would be
…REPUTATION.
3. Public Relations…
• Although not an end in itself, is a management tool which
must be fitted into the whole framework of an organisation’s
internal policy to encourage and protect positive reputation
and provide a consistent, integrated message
4. Public Relations can…
• Provide a means of communicating with potential customers,
both trade and end-users
• Provide a means of communicating with specific market sectors
• Allow an organisation to educate the market on the benefits
of its products
• Support above and below the line activity
• Generate qualitative and quantitative coverage across the target
market
• Provide a means for the organisation to be a voice for the industry
5. Sponsorship Offices internal/external Annual report
Promotions Direct mail
Exhibitions Newsletters
PUBLIC
RELATIONS
Customer service Advertising
Employees training etc Media relations
Brand/Product identity Corporate identity Research
Every activity within an organisation affects its reputation – positively or negatively
6. Component parts of
public relations programmes
• Strategic Consultancy
• Research & Evaluation
• Event Management
• Media Monitoring
• Newsletters
• Crisis Management
• Sponsorship
• Internal Communications
• Media Relations
7. Common media relations misconceptions
• Editorial coverage is guaranteed
• Editorial coverage can be secured by taking an advertisement
• Editorial coverage can be secured by taking the editor out for
a long and expensive lunch
• Editors are desperate for copy to fill their blank pages
8. Common media relations misconceptions
• Editors will tell you if they are going to use your story
• A press release will not be changed or shortened
• Any publicity is good publicity
• Client/agency controls the editor
• Editorial can be seen prior to publication
• Editorial coverage is “free” advertising
9. Communications methods used
to educate the media
One to one meetings Targeted stories Research
Industry comment Pictures
EDITOR
News stories Case histories
Feature support Tailor-made features Letters
10. The PR campaign must educate the
Editors by creating and building
Awareness Confidence
Knowledge Respect
INFORMATION
UNIQUE SOLUTIONS
EDITOR
EDITORIAL COVERAGE
11. Only you can make PR happen!
• The editor does not know what you know
• Contact media with relevant information
12. PR problems
• Deadlines
• No guarantees
• Misquotes
• Interpretation
• Rewrites
• No pictures available
13. Types of media
• National and international newspapers
• Consumer magazines
• Broadcast media
• Business magazines
• Trade and technical media
• New media/On-line media
14. PR opportunities
• Press conference
• Press days (visits)
• Face to face meetings
• Exhibitions
• Press releases
• Personal telephone calls
Remember – a picture is worth a 1000 words
Photography is worth the investment
15. Implementing a Media Relations programme
Identify business goals
Specify audiences
Identify messages/issues (including negative messages)
Campaigns
Achieve business goals
Evaluate