Lecture 10: Public Relations, Publicity & Personal Selling

A management function which manages & controls a program of action to earn public understanding and acceptance.

A communication function designed to build the relationship between the customer and the brand.

Nonpersonal communications regarding an organisation, product, service, or idea that is not directly paid for or run under identified sponsorship.

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/service or act on an idea.

Maintain mutually beneficial relationships between the organization and its publics

Work together with the marketing department

Act as a management communications function

Contribute to the IMC process in a way that is consistent with marketing goals

Contribute to the IMC process in a way that is consistent with marketing goals

Work together with the marketing department

Maintain mutually beneficial relationships between the organization and its publics

Act as a management communications function

Employees of the firm; Suppliers; Print and broadcast media

Educators; Civic and business organisations; Governments; Financial groups

Customers; Community members

Proactive or Reactive

Exclusive or Public

Event-related or cause related

Relevant and Consistent

Product releases

Responding to defects

Statement releases

Feature articles

Responding to failures

Product tampering

Responding to defects

Responding to failures

Product Tampering

Product releases

Statement releases

Feature articles

Creating advertising news where there is no product news

Building marketplace excitement before media advertising breaks

Introduce a product with little or no advertising

Providing a value-added customer service

Building brand-to-customer bonds

Influencing the influentials/providing information to opinion leaders

Defending products at risk and giving customers a reason to buy

Recommending a way to satisfy customer's needs and wants

Develop a long-term, cost-effective link with individual customers for mutual benefit

Following up and servicing accounts

Press releases and conferences

Exclusives

Interviews

Community involvement

The internet

Word-of-Mouth

Two-way interaction

event

cause-related

Credibility, Cost, Avoidance of clutter, lead generation, selectivity, image building

Two-way interaction, tailoring to recipient, prospect unlikely to be distracted, seller involved in purchase decision, source of research information

substantial credibility, news value, significant word or mouth, perception of endorsement by media

economies of scale in production and distribution, lower costs with less planning and control, lower advertising costs, ability o exploit good ideas, consistent international brand.

potential for incomplete communication processes and lack of coordination within the marketing unit

less flexibility, less objectivity and less experience

waste coverage, limited message capabilities, wear out, costs and measurement problems

highly fragmented markets, timeliness, lack of creativity, long lead times, clutter and size requirements

Media content analysis

Survey research

Marketing-mix modelling

Recall and retention

Tracking

ROI

A management function which manages & controls a program of action to earn public understanding and acceptance.

A communication function designed to build the relationship between the customer and the brand.

Nonpersonal communications regarding an organisation, product, service, or idea that is not directly paid for or run under identified sponsorship.

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/service or act on an idea.

a short-term strategy that is not always positive or controlled/paid by the organisation/individual

a long-term strategy that is usually positive and controlled by the organisation/individual

a long-term strategy that is not always positive or being controlled or paid by the organisation/individual

a short-term strategy that is not always negative or and is controlled and free always

total number of impressions, percentage of positive/negative articles, ratio of positive to negative articles

total number of recognitions, percentage of sales and ratio of positive to negative articles

total number of sales, percentage of positive to negative articles and number of recognitions

substantial credibility, news value, significant word of mouth, perception of endorsement by media

control, timing, accuracy/reflection of the true brand

two-way interaction, tailoring to recipient, less distractions

consistency, costs and reach

credibility, news value, word of mouth, perception of endorsement by media

lack of control, timing, inaccuracy/omission/distortion

inconsistent messages, high costs, limited reach

not completing the communications process and coordination with marketing effort

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/service or act on an idea.

Those marketing activities that provide extra value or incentive to the sales force, distributors, or the ultimate consumer and can stimulate immediate sales

Is a management function which manages & controls a program of action to earn public understanding & acceptance

Nonpersonal communications regarding an organisation, product, service, or idea that is not directly paid for or run under identified sponsorship

Locating prospective customers

Determining customers’ needs and wants

Recommending a way to satisfy them

Demonstrating capabilities of the product

Closing the sale

Following up and servicing the account

Building marketplace excitement before media advertising breaks

Creating advertising news where there is no product news

Introduce a product with little or no advertising

two-way interaction with prospect, message can be tailored to recipient, prospect isn't likely to be distracted, seller involved in purchase decision, source of research information

consistency in message, management-sales force cohesion, costs, reach

credibility, cost, avoidance of clutter, lead generation, specific group targeting, image building

news value, significant word-of-mouth, credibility, perception of endorsement

one way interaction, message can't be tailored, people likely to be distracted, seller not involved with purchase decision

messages may be inconsistent, may be management-sales force conflict, cost is high, reach may be limited, ethical problems

low credibility, clutter, costs, generation of new sales, ability to reach specific groups

measurement problems, deception, privacy, poor reach

a strategic marketing approach of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience with the objective of driving profitable customer action

Nonpersonal communications regarding an organisation, product, service, or idea that is not directly paid for or run under identified sponsorship

Those marketing activities that provide extra value or incentive to the sales force, distributors, or the ultimate consumer and can stimulate immediate sales

Interactive system of marketing which uses one or more advertising media to affect a measurable response and/or transaction at any location.

earned media

owned media

owned media

earned media