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Outline

Introduction

1. The Customers Perspective

2. Public Relations Versus Marketing

3. Product Publicity

4. Third-Party Endorsement

5. Building a Brand

6. Public Relations integrated MarketingActivities

6.1 Articles Reprint

6.2 Use of Spokespersons

6.3 Cause-Related Marketing

6.4 In-Kind Promotions

7. Public Relations Advertising

7.1 Purposes of Public Relations Advertising

8. 21st-Century integrated Marketing

8.1 Infomercials

8.2 TV-Movie Product Placements

8.3 Questionable Integrated MarketingTactics

Summary

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Integrated marketing means approachingcommunication issues from the customersperspective

Consumers do not separate promotional materialor newspaper advertising or communityresponsiveness into separate compartments

They lump everything together to make judgmentsabout services and organizations

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Integrated marketing expert Mitch Kozikowski listssix maximums

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Integrated marketing

communication is not aboutads, direct e-mail pieces, or

public relations projects

It is about understandingthe consumer and what theconsumer actuallyresponds to

In other words, behavioralchange is thecommunicators mission

If the customer does notact, the communicatorand the communicationhave failed

Organization can notsucceed without good

relationship with their publics

Organizations needrelationships with theircustomers that go beyondthe pure selling of a product

or service They need to buildrelationships

As the world becomesmore competitive ineverything, relationshipbuilding becomes morecritical

Integrated marketingcommunications requirecollaboration on strategy

Not just on execution

The entire communicationfunction must be part of thelaunch of a product,

service, campaign or issuefrom its inception

Communicators mustparticipate in the planningof a campaign, not just inthe implementation ofcommunication vehicles

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Integrated marketing expert Mitch Kozikowski listssix maximums

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Strategic plans must be clearon the role that each discipline

is to play in solving theproblem

The roles of advertising,marketing and public relationsare different

None of them can doeverything by itself

Therefore, although

advertising might control themessage Marketing and product

promotion might providesupport

It is public relations thatshould provide credibility forthe product and even moreimportant for the organization

Public relations is aboutrelationships

Public relations professionalscan become proprietors ofintegrated marketingcommunications

The essence of publicrelations is building

relationship betweeninstitutions and its publics Public relations professionals

more than any others, shouldlead the integrated marketinginitiative

Such an understanding ispivotal to the successfulrendering of integrated

marketing communications

To be players in integratedmarketing communication,.

Public relations

Professionals need topractice more than the craft ofpublic relations

Public relations people mustexpand their horizons,increase their knowledge of

their discipline Seek out and participate ininterdisciplinary skills building

Public relations professionalsmust approach their task toenhance customerrelationship through astrategy of totalcommunication

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The practice of marketingcreates and maintains amarket for products andservices

Marketing is theselling of a serviceor product through

pricing,distribution, and

promotion

The practice of publicrelations creates and

maintains a hospitableenvironment in which theorganization may operate

Public relations is

the marketing ofan organization

Product &Service

HospitableEnvironment

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Marketing guru Philip Kotler was among the first to suggest that to thetraditional four Ps of marketing

Product Price Place Promotion

Public RelationsThe fifth P, should be added

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Kotler argued that a firms success depends increasingly on carryingout effective marketing thinking in its relationship with TEN 10 criticalplayers:

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3. Product Publicity

Product publicity is the essence of the value of the publicrelations

Marketers are turning increasingly to product publicity as animportant adjunct to advertising

Public publicity can be the most effective element in hemarketing mix

Creating an identity

Introducing a revolutionary new product Small budget and strong competition

Explaining a complicated product

Generating new consumer excitement for an old product

Tying the product to a unique representative

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4 Third-Party Endorsement

The lure of the third-party endorsement is the primary reasonsmart organizations value product publicity as much as theydo advertising

Third-party endorsement refers to the tacit support given to aproduct by a newspaper, magazine, or broadcaster whomentions the product as news

Advertising often is perceived as self-serving

Publicity carries no such stigma (A mark of disgrace)

Publicity appears to be news and is more trustworthy than

advertising that is paid for

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Any form of impersonal, one-way masscommunication that is paid for by the sponsor. Helps legitimize the product

May be adapted to take advantage of a given mediums strengths to

convey information

Very expressive

Cost per contact is low

Shortcomings: Expensive

1-way communication

lack of control over situational reception

Over$150,000,000,000

per year!

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1974 Leading BeerAdvertisers

Schlitz

Budweiser Miller

Pabst Blue Ribbon

Strohs

Budweiser

Miller

Coors

What happened to the

others?

2002 LeadingBeers

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3 beer companies, 25 years ago

Company A - Even thoughits a recession, CompanyA pours money intoadvertising a new

product/product category

Company B - The currentmarket leader; pulls back

ads as resources becometight

Company C - focuses ongoing global where the

markets are not as bad

Company A is -Miller (Miller Lite)

Company B is -Schlitz

Company C is -Pabst Blue Ribbon

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Is Advertising Necessary?

2 year recession study:

Across all major American industries,

Firms that did not cut back sold 50% more thanthose that did cut back during the recessionand sold 60% more in the 2 years following the

recession

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Major Decisions in Advertising

Objectives Setting

Budget Decisions

Message Decisions

Campaign Evaluation

Media Decisions

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Setting Objectives

Informative AdvertisingBuild Primary Demand

Persuasive AdvertisingBuild Selective Demand

Comparison Advertising

Compares One Brand to Another

Reminder AdvertisingKeeps Consumers Thinking

About Product

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BuildingPrimaryDemand

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BuildingSelectiveDemand

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Keepsconsumers

thinking about

the product

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ComparativeAdvertising

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5 Building a Brand

We live in a world of brands

The watchword in business today is branding, creating a

differentiable identity or position for a company or product

Brand equity from the customer's perspective consists of twoforms of knowledge:

Brand awareness Brand image

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Power? Shanghai, China

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Power? Jaipur, India
http://www.tropicalisland.de/india/rajasthan/jaipur/pages/JAI%20Jaipur%20-%20Rickshaw%20driver%20at%20Choti%20Chaupar%20Circle%203008x2000.html

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Power?

Thailand Algeria South Korea

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Power?

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5 Building a Brand

Brand awareness: is based on whether a brand name comesto mind when customers think about a particular productcategory and the ease with which the name is evoked

Brand image: can be though t in terms of the types ofassociations that come to the customer's mind whencontemplating a particular brand

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5 Building a Brand

Using integrated marketing communications toestablish a unique brand requires adherence to the

following principles:

1 Be early.

2 Be memorable.

3 Be aggressive.

4 Use heritage.

5 Create personality.

h ll

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Be early It is better to be first than to be

best. This results from the law ofprimacy

Be memorable

Create a memorable brand

Create personality.

The best organizations are thosethat create personalities forthemselves

www.themegallery.com

5 Building a Brand

th ll

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Be aggressiveA successful brand requires a constant drumbeat of

publicity to keep the companys name before thepublic

Potential customers need to become familiar with

the brand

Potential investor need to become confident thatthe brand is an active one

Use Heritage

Heritage is very much in vogue This means citing the traditions and

history of a product or organization, aspart of building the brand


5 Building a Brand

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Major Public Relations Tools

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SpecialEvents

WrittenMaterials

CorporateIdentityMaterials Speeches

News

AudiovisualMaterials

Major Public Relations Tools

PublicService

Activities

Web Site

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6 Public Relations Integrated Marketing Activities

A number of more traditional public relations activities

are regularly used to help market product

PRActivities

ArticleReprints

Tradeshows

Spokesperons

Cause-Related

Marketing

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Article Reprints. Once an organization has received product publicityin a newspaper

It should market the publicity further to achieve maximum salespunch

As in any other public relations activity, use of reprints should beapproached systematically, with the following ground rules in mind

Plan ahead

Select target publics

Pinpoint the reprint's significance

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Use of Spokespersons. In recent years, the use ofspokespersons to promote products has increased

They must be articulate, fast on their feet, andthoroughly knowledgeable about the subject

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Cause-Related Marketing. Public relationssponsorships tied to philanthropy are another

integrated marketing device

With the cost of advertising going up each year,companies increasingly are turning to sponsorship

of the arts, education, music spots and charitablecauses for promotional and public relationspurposes


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Company Name


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In-Kind Promotions. When a service, product orother consideration in exchange for publicityexposure is offered, it is called an in-kindpromotion

E.g. Provide a service to a local business inexchange for having fliers inserted in shopping

bags

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7 Purpose of Public Relations Advertising

Public relations advertising can be appropriate for a numberof activities

Mergers and diversification Personnel change

Growth history

Financial strength and stability

Company customers

Organization name change

Corporate emergencies

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8. 21st-Century Integrated Marketing

Integrated marketing must keep pace with the ever-changing worldof promotional innovations to help sell products and services

Communications professionals also must be familiar withinfomercials, movie and TV product placements

Infomercial. Are program-length commercial

TV-Movie Product Placements. Product placement in films and

TV shows They are also known as embedded advertisement

They have become a more intergraded part of movies and TVshows

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Contoh- Contoh Marketing Communications

How to deliver the brand examples

Company Name

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Objectives Bolster retailer relationships, driving increased

merchandising support.

Create/maintain awareness and specific imageamong consumer segments Create lifts in sales

without discounting.

Build enthusiasm.

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Documents