Transcript Chapter 10

CHAPTER 10
Copyright © 2001, Prentice Hall, Inc.
What is…
ntegrated
arketing
ommunications
COMMUNICATIONS
CROSS-TRAINING
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Let’s Discuss
Integrated Marketing Communications

Combines perspectives of marketing,
advertising, sales promotion, and
public relations

Approaches communications from
the customer’s perspective
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Map of the Cross-Training Process
Build good
relationships
with your
publics
START:
Understand
the customer
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100-Acre Wood
Collaborate
on strategy
and execution
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Map of the Cross-Training Process
Public Relations can lead
other disciplines in using
two-way communication
Clear Lake
Clarify role that
each discipline
plays
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Develop
interdisciplinary
skills-building
FINISH!
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Compare / Contrast

Sells service or product
through pricing, promoting, &
distributing

Creates & maintains a market
for products & services

Sells the organization

Creates & maintains a
hospitable environment for the
organization
Marketing
versus
Public
Relations
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Let’s Discuss
Why have traditional marketing notions given
way to Integrated Marketing Communication?

Consumer protests and government
scrutiny began to shake historical views
of marketing

Product recalls generated recurring
headlines

Indirect sales began occurring regularly
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Let’s Discuss
Why have traditional marketing notions given
way to Integrated Marketing Communication?

Advertisers were asked how their
products answered social needs and civil
responsibilities

Rumors about particular companies
spread like wildfire

General image problems were fanned by a
continuous blaze of media criticism
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Math Assignment
Name:_____________
Add one “P” to the traditional 4 “Ps” of Marketing.
Check your work.
Product
+ Price
+ Place
+ Promotion
+ PUBLIC RELATIONS
Integrated Marketing Communication
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When Product Publicity in the
Marketing Mix is Useful
1.
Introducing a revolutionary new product
2.
Eliminating distribution problems with retail outlets
3.
Operating with small budgets and strong competition
4.
Explaining a fine but complex product
5.
Generating new consumer excitement for an old
product
6.
Tying the product to a unique representative such as
Morris the Cat
7.
Creating an identity for a new Internet company
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QUICK QUIZ
What is Third-Party Endorsement?
Tacit support given to products
by a newspaper, magazine, or
broadcaster.
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QUICK QUIZ
What is Branding?
Creating a differentiable identity
for a company or product.
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Principles to Establish a
Unique Brand
1
2
3
4
5
6
Be Early
Be Memorable
Be Aggressive
Choose a Proper Partner
Create a Personality
Promote the IPO
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OVERVIEW:
Public Relations Marketing Activities
Article Reprints
Cause-Related
Marketing
Trade Shows
Use of
Spokesperson
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Let’s Discuss
Article Reprints

Plan ahead

Select target publics and address
recipients by name and title.

Pinpoint the reprint’s significance

Integrate the reprint with similar articles
or information

Include in press kits and displays
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Let’s Discuss
Select a
common
theme
Display the
right products
Analyze the
show carefully
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Trade Show Participation
Consider
the trade
books
Emphasize
what’s new
Consider local
promotional
efforts
Evaluate
the worth
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Let’s Discuss
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Use of Spokespersons

Articulate

Quick-Thinking

Knowledgeable
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Let’s Discuss
Cause-Related Marketing
Education
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Occasions for Public Relations
Advertising
Mergers &
Diversifications
Personnel
Changes
Trademark
Protection
Organizational
Name Change
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Company
Customers
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Occasions for Public Relations
Advertising
Organizational
Resources
Manufacturing &
Service Capabilities
Corporate
Emergencies
Growth History
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Financial Strength
& Stability
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Integrated Marketing for the
21st Century
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Integrated Marketing for the
21st Century


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Used by:
 Fortune 500 Companies
 Publishers
 TV & Movie Companies
 Counseling Services
 and many more!
Revenues total upwards of
$900 million/year
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Integrated Marketing for the
21st Century
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