9 dan 10 imc
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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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1. The Customers Perspective
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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1. The Customers Perspective
Integrated marketing expert Mitch Kozikowski listssix maximums
1 2 43
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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1. The Customers Perspective
Integrated marketing expert Mitch Kozikowski listssix maximums
1 2 43
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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2. Public Relations Versus Marketing
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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2. Public Relations Versus Marketing
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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2. Public Relations Versus Marketing
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
www.themegallery.com
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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6 Public Relations Integrated Marketing Activities
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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6 Public Relations Integrated Marketing Activities
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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6 Public Relations Integrated Marketing Activities
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
www.themegallery.com
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Company Name
www.themegallery.com
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6 Public Relations Integrated Marketing Activities
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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www.themegallery.com
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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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