Transcript Some Preliminary Matters

Some Preliminary Matters .
..
Defining the Marketing Communications Mix
 Advertising
 Personal Selling
 Publicity
 Sales Promotion
 Public Relations
Public Relations
. . includes ALL
communications between an
organization and its various
publics.
.
Questions Concerning the Nature of Advertising:
 Is “word of mouth” really advertising?
 Suppose an advertising agency sends
a news story to a magazine or newspaper and it’s published. Is that
advertising?
 Suppose Coors buys space to run a
message that urges us to use designated drivers, and says nothing about
their products. Is that advertising?
More Questions . . .
 Suppose P&G offers a large size
package of Crest toothpaste with a
trial size of a new mouth wash, and
employs a large, highly visible
package. Is that advertising?
 Suppose Ford pays for broadcast
time to tell us over and over that “At
Ford, quality is Job #1.” Is that
advertising?
How about this one?
Suppose GM publishes a free house
organ called “Outdoors”, directed at
owners of GM products which contains articles and advertising on
travel, dining and entertaining, and
tips on care and maintenance of new
cars . . . and incidentally, and ad for
GM products. Is the entire publication considered as GM advertising?
and this . . .
 Suppose Mobil Oil runs a series of
newspaper ads arguing in favor of
various political and social causes.
Is that advertising?
 Suppose IBM sends its employees
to address campus organizations
such as the student AMA Chapter
about IBM’s marketing operations.
Is that advertising?
And Finally . . .
 Suppose the LA Times publishes
news stories about a new housing
tract in the Antelope Valley which
describes the amenities of the
houses in detail as well as the
offering prices. Is that advertising?
Marketing Communications Mix
Product
Related
 Personal
• Personal Selling
• Word of Mouth
Marketing Communications Mix
Product
Related
 Personal
• Personal Selling
• Word of Mouth
Non-Product
Related
 Personal
• Public Relations
Professionals
• Other
employees
• Word of mouth
Marketing Communications Mix
Product Related
 Non Personal
 Paid space &
time
 Publicity
 Sales
promotion
Marketing Communications Mix
Product
Related
 Non Personal
Paid space &
time
Publicity
Sales
promotion
Non-Product
Related
 Non Personal
Paid space &
time
Promotion
Publicity
Other
Marketing Communications Mix
Product Related
Personal
• Personal Selling
• Word of Mouth
Non Personal
• Paid space & time
• Sales promotion
• Publicity
Non-Product Related
Personal
• PR Professionals
• Other employees
• Word of mouth
Non Personal
• Paid space & time
• Promotion
• Publicity
• Other
The End!