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17-1 Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall
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IMC is the intersection of: Marketing Advertising Sales promotion Public relations
All of these are important in selling products and ideas.
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Traditional advertising and marketing can build brand awareness.
Public relations establishes credibility.
Database marketing touches consumers one-on-one.
Sales promotion motivates consumers to action.
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The integration of these techniques helps build a cohesive presence for a brand.
Public relations practitioners need communications cross-training in all of these disciplines.
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Marketing is the selling of a product or service through pricing, distribution and promotion. It can include free samples and “buzz” campaigns.
Advertising involves paying to place your message in traditional media formats, such as newspapers, television, the Internet or outdoors.
Public relations is the marketing of an organization and the use of objective, third-party endorsement to relay information about an organization’s products and practices.
In today’s converged marketplace, the selling of products, services and the organization itself are
intertwined.
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Public relations creates a hospitable environment for an organization, leading to the creation of the same environment for its products and services.
Marketing and advertising successes can be nullified by social and political forces that public relations is designed to confront.
Marketers now realize that pricing, distribution, advertising and promotion are no longer enough.
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Traditional notions among marketers have changed as:
Consumer protests about product value and safety shook historical views of marketing.
Product recalls generated recurring headlines. Ingredient scares recurred regularly. Advertisers were asked how their products answered
social needs and civic responsibilities. Rumors about companies spread in a brushfire
manner. Corporate image and financial problems attracted
media criticism.
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Which “P” should be added to the traditional “Four Ps” of marketing?
Product Place Price Promotion
Answer: Public Relations!
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introduce a new product
eliminate distribution problems
boost a small budget
overcome strong competition
explain a complicated product
tie the product to a unique representative
Much of what publics know and believe about products comes from press coverage. Product publicity helps “cut through the clutter” to raise their awareness.
Product publicity can help:
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Smart organizations value product publicity as much as they do advertising.
Third-party endorsement is the support given a product by a newspaper, magazine, or broadcaster who mentions the product as news. It appears to be more credible than advertising.
Practitioners must take care not to portray paid endorsements as impartial, third-party endorsements.
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Branding is the watchword in today’s business world. This means creating an identity or position.
When using IMC to establish a brand: Be early. It is better to be first than to be the
best. Be memorable. This requires boldness. Be aggressive. Take it to the streets. Use heritage. Draw on traditions and history. Create a personality. Reflect it in all materials.
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Marketing an image rather than a product is known as:
institutional advertising image advertising public service advertising issues advertising ultimately public relations,
or non-product, advertising.
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Mergers and diversifications
Personnel changes Organizational
resources Manufacturing and
service capabilities Growth history
Financial strength and stability
Company customers Organizational
name change Trademark protection Corporate
emergencies
Activities that call for public relations advertising:
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This approach utilizes:
Article reprints Trade show
participation Spokespersons Cause-related
marketing In-kind promotions
Let’s take a look at each…
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Article reprintsOnce you have received product publicity in a
newspaper or magazine, always generate reprints to maximize sales punch.
1. Plan ahead so customers receive reprints shortly after the article hits the newsstands.
2. Select target publics and address recipients by name.
3. Pinpoint the reprint’s significance by highlighting pertinent information or attaching a cover letter.
4. Integrate the reprint with similar articles or information on the same subject.
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Trade show participationThis enables an organization to display its products to
important audiences. When deciding whether to participate:
1. Analyze the show carefully.2. Select a common theme. 3. Make sure the products displayed are the right
ones. 4. Consider the trade books. 5. Emphasize what’s new. 6. Consider local promotional efforts.7. Evaluate the worth.
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SpokespersonsSpokespersons shouldn’t disguise the fact that they
are advocates for a particular product.
Spokespersons must be: Articulate Fast on their feet Thoroughly knowledgeable
about the subject
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Cause-related marketing
Public relations sponsorships tied to philanthropy can be effective, especially in a down economy.
Cause-related marketing will continue to grow in the 21st century.
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In-kind promotions This refers to a service, product, or other
consideration given in exchange for publicity exposure.
The idea is to leverage the name and use of products and services in order to expose more potential buyers to the organization.
For examples, review pp. 350-51 of your textbook.
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Beyond advertising, marketing and public relations techniques, IMC must work to keep pace with an ever-changing world.
Innovations include: Online marketing Television brand integration Infomercials Buzz marketing Television and movie product placements You name it…
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This category can include: song placements sports teams blogs and get this:
In 2008, a father looking for money to buy a new car sold rights to a permanent tattoo on his neck to Web-hosting company Globat!
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What recent shows or movies have you seen in which you could identify
product placements?
What were the products?
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The key marketing question of the 21st century is “How do we generate buzz?” Answer: It takes IMC.
The goal is to build lasting customer relationships.
Successful communication professionals must know all aspects of the communications mix to succeed.
This is a major career challenge for public relations practitioners in the 21st century.
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“That’s No Bomb Scare, It’s ‘Harmless’ Publicity”Review this case on pp. 351-52. As a class, discuss:
If you had been public relations director of the Cartoon Network, what would you have advised when informed of the Boston marketing stunt plans?
How do you assess the reaction of Turner Broadcasting and its Cartoon Network to the public relations fallout?
For more information on this case, go to:http://www.cbsnews.com/stories/2007/02/09/national/main2457126.shtml
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