Advertising and Public Relations Flashcards
Integrated Marketing Communications
- It is a way of looking at the marketing process from the viewpoint of the consumer.
- Integration is something with which the marketing communications industry is concerned and which they are actively trying to achieve.
- Marketing tools should be used in order to create consistency and synergy under an integrated marketing communications strategy. They must be homogeneous, maintain clarity and coherence to deliver the ultimate communication impact.
Why is IMC important?
From a consumer’s point of view, inconsistent messages generate frustration. Consumers do not understand the difference between the diverse marketing instruments (i.e. advertising, email marketing, PR); as all those tools are used by firms to influence consumers’ purchase intentions.
On the contrary, by using integrated marketing communications it is clear that professionals build a point of contact between the consumer, the product and the company.
Major Advertising Decisions
Objectives setting = Communication objectives, sales objectives
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Budget decisions = Affordable approach, percent of sales, competitive parity, objective and task
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Message decisions = message strategy, message execution
Media decisions = Impact and engagement, Major media types, Specific media vehicles, Media timing
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Advertising evaluation = Communication impact, sales and profit impact, Return on advertising
Selecting media vehicles
involves decisions presenting the message effectively and efficiently to the target customer and must consider the message’s:
• Impact
• Effectiveness
• Cost
Public relations
involves building good relations with the company’s various publics by obtaining favorable publicity, building up a good corporate image, and handling or heading off unfavorable rumors, stories, and events.
(Public Relations, The 6 functions)
1. Press relations or press agency
involves the creation and placing of newsworthy information to attract attention to a person, product, or service.
(Public Relations, The 6 functions)
2. Product publicity
involves publicizing specific products.
(Public Relations, The 6 functions)
3. Public affairs
involves building and maintaining national or local community relations.
(Public Relations, The 6 functions)
4. Lobbying
involves building and maintaining relations with legislators and government officials to influence legislation and regulation.
(Public Relations, The 6 functions)
5. Investor relations
involves maintaining relationships with shareholders and others in the financial community.
(Public Relations, The 6 functions)
6. Development
involves public relations with donors or members of nonprofit organizations to gain financial or volunteer support.
The Role and Impact of Public Relations
• Lower cost than advertising
• Stronger impact on public awareness than advertising
• Has power to engage consumers and make them part of
the brand story
Major Public Relations Tools
News Speeches Special events Written materials Corporate identity materials Public service activities Buzz marketing Social networking Internet
Major Public Relations Tools pt. 2
Sometimes the PR person can suggest events or activities that would create news.
Special events can range from news conferences and speeches, brand tours, and sponsorships to laser
light shows, multimedia presentations, or educational programs designed to reach and interest target
publics.
PR people also prepare written materials to reach and influence their target markets. These materials
include annual reports, brochures, articles, and company newsletters and magazines.
Logos, stationery, signs, business forms, business cards, buildings, uniforms, and company cars and trucks all become marketing tools when they are attractive, distinctive, and memorable.
Companies can improve public goodwill by contributing money and time to public service activities.
Storytelling and engagement are core PR strengths, creating buzz marketing which plays well into the use of online and social media.
