Transcript public relations - Binus Repository

Mata kuliah
Tahun
: 00274 - Integrated Marketing Communication
(IMC)
: 2009/2010
INTERACTIVE MARKETING
Pertemuan 9 & 10
INTERACTIVE/INTERNET MARKETING (1)
 Interactive Media allows for a back-andforth flow of information whereby users can
participate in and modify the form and
content of the information they receive in
real time
 Interactive media include CD-ROMs, kiosks,
interactive television, Internet (the World Wide
Web)
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Interactive/ Internet Marketing (2)
The Web marketers offer advertising sales promotion
incentives such as coupons, contests, and sweepstakes
online, and they use the Internet to conduct direct marketing,
personal selling, and public relations activities more effectively
and efficiently.
Example, the award-winning “Whatever” campaign, to
introduce the Air Cross Trainer II shoes.
The ads featured star athletes such as sprinter Marion Jones in dramatic
situations, and as each spot ended, the words “Continue at Whatever. Nike.com”
appeared on the screen.
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Interactive/ Internet Marketing (3)
 When viewers visited the site, they could select from six
or seven possible endings to, read information, or
purchase the shoes.
 The integrated campaign was very effective in
driving traffic to both Nike’s main website and
whatever.Nike.com site
 Also very effective in terms of sales
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Sales Promotion (1)
Marketing activities that provide extra value or incentives
to the sales force, the distributors, or the ultimate
consumer and can stimulate immediate sales.
Consumer-oriented sales promotion I
Targeted to the ultimate user and includes
couponing, sampling, premiums, rebates,
contests, sweepstakes, and various point-ofpurchase materials (Exhibit 1-13).Encourage
consumers to make an immediate purchase,
stimulate short-term sales.
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Sales Promotion (2)
Trade-oriented sales promotion T
Targeted toward marketing intermediaries :
wholesalers, distributors, and retailers
Promotional and merchandising allowances,
price deals, sales contest, and trade
shows are used to encourage the trade to stock
and promote a company’s products.
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Sales Promotion (3)
 Sales promotion is often 60 to 70 percent of the
promotional budget
 Reasons for the increased emphasis on sales
promotion include:

Declining brand loyalty and increased consumer
sensitivity to promotional deals.

Retailers have become larger and more powerful and are
demanding
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Publicity / Public Relations (1)
a) Publicity
 Refers to nonpersonal communications regarding an
organization, product, service, or idea not directly paid
for or run under identified sponsorship
 Usually comes in the form of a news story, editorial, or
announcement
 Involves nonpersonal communication to a mass
audience, but unlike advertising, publicity is not
directly paid for
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Publicity / Public Relations (2)
 Get the media to cover or run a favorable story on a
product, service, cause, or even to affect awareness,
knowledge, opinions, and/or behavior
 Techniques used the gain publicity include news
releases, press conferences, feature articles,
photographs, films, and videotapes
 Advantage: credibility
 Not always under the control
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Publicity / Public Relations (3)
b) Public Relation
 Organization systematically plans and distributes
information in an attempt to control and manage its
image and the nature of the publicity it receives
 Defined as “the management function which
evaluates public attitudes, identifies the policies and
procedures of an individual or organization with the
public interest, and executes a program of action to
earn public understanding and acceptance
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Publicity / Public Relations (4)
b) Public Relation
 Uses publicity and a variety of other toolsincluding special publication, participation in
community activities, fund-raising, sponsorship
of special events, and various public affairs
activities-to enhance an organization’s image.
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PUBLIC RELATIONS
Corporate Identity
Packaging
Word of Mouth
Exhibitions
Sponsorship
Merchandising
Marketing
Communications
Mix
Public Relations
Selling
Advertising
Word of Mouth
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Direct Marketing
Sales Promotion
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The Role of Public Relations
Managing Relationship with the Public
General
Public
Employees
Customers
CLIENT
Suppliers
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Stockholders
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Advantages of Public Relations
 Credibility
 Cost
 Avoidance of clutter
 Lead generation
 Selectivity
 Image building
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Marketing Public Relations (MPR) Functions
 Building marketplace excitement before media advertising breaks
 Creating advertising news where there is no product news
 Introducing a product with little or no advertising
 Providing a value-added customer service
 Building brand-to-customer bonds
 Influencing the influencials (i.e., providing information to opinion leaders)
 Defending products at risk and giving customers a reason to buy
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Public Relations Audiences

Employees of the firm
 Stockholders and investors
 Community members
 Suppliers and customers
 Print and broadcast media
 Educators
 Civic and business organizations
 Governments
 Financial groups
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Public Relations Tools
 Press releases
 Press conferences
 Exclusives
 Interviews
 Community involvement
 The internet
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PERSONAL SELLING
 A form of person-to-person
communication in which a seller attempts
to assist and/or persuade prospective
buyers to purchase the company’s
product or service or to act on an idea
 Involves direct contact
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THANK YOU!
THE WINNER WILL NOT QUIT… BUT,
THE QUITER WILL NOT WIN……!
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