Chapter 13 Flashcards
Marketing and PR
both focus on consumers
PR ca affect marketing programs and V.V
21st century marketing seeks to build relationships - like PR
Drucker Marketing definition
“the aim of marketing is to make selling superfluous. The aim is to know and understand the customer so well that the product or service fits him and sells itself”
Decline of Mass Marketing
- MM no longer transmits to mass audience
- audience fragmentation
- uncontrolled media replacing traditional controlled media
media that targets individuals w personalized messages are growing in number/effectiveness
Consumer-focused marketing (CFM)
alternative to mass marketing
uses variety of media to build relationships w individual consumers
best known form is integrated marketing communications
- database marketing
- relationship marketing
- customer relationship management
- partner relationship management
- integrated brand communication
integrated marketing communications (IMC)
best known form of IMC
practitioners:
focus on individual consumers
use databases to store customer info
send well-focused, individual messages through variety of consumer preferred media
use interactive media, constantly seeking info about consumers
Three Pillars of IMC
advertising: use of controlled media in attempt to influence actions of targeted publics
marketing: process of researching, creating, refining, promoting a product or service – distributing that product/service to targeted consumers
Public Relations: values-driven management of relationships between an organization and the publics that can affect its success
** much more advertising/marketing than PR
Impact - CFM on PR
use of new tech including databases
mergers of ad and pr agencies
continuing education for marketing public relations practitioners
Impact - PR on CFM
breaking down public into smaller units
importance of 2 way comms
selection of media based on targeted public’s preferences
willingness to consider changing our own
PR and Marketing differences
Marketing = primarily just one public of consumers
- separate and equal, but related functions
Four P’s of Marketing
product
price
place
promotion
- PR can play an important role
Communications spectrum **
Unaware TO Aware TO Understand TO Support TO act TO commit
Marketing Public Relations (MPR)
focuses on building relationships w consumers
ie crow for revlon, Shatner for priceline
MPR Tactics
- news releases/media kits
- Virtual News Rooms
Blogs, web, SM
conferences
media tours
trad shows
events
spokeperson appearance
IMC (integrated Marketing Communications)
Four Ps are Four C’s
Product = Consumer wants and needs
Price = consumer’s COST
Place = convenience to buy
Promotion = communication
*send one clear message through variety of media
Fall of Advertising and Rise of PR
Ries - say PR is superior to advertising in brand launches
advertising is better for maintaining brand awareness
