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Copyright © 2001, Prentice Hall, Inc. CHAPTER 10
2Copyright ©2001 Prentice Hall, Inc. What is… COMMUNICATIONS CROSS-TRAINING COMMUNICATIONS CROSS-TRAINING ntegrated arketing ommunications
3Copyright ©2001 Prentice Hall, Inc. Let’s Discuss n Combines perspectives of marketing, advertising, sales promotion, and public relations n Approaches communications from the customer’s perspective Integrated Marketing Communications
4Copyright ©2001 Prentice Hall, Inc. START: Map of the Cross-Training Process 100-Acre Wood Understand the customer Build good relationships with your publics Collaborate on strategy and execution
5Copyright ©2001 Prentice Hall, Inc. FINISH! Map of the Cross-Training Process Clear Lake Clarify role that each discipline plays Public Relations can lead other disciplines in using two-way communication Develop interdisciplinary skills-building
6Copyright ©2001 Prentice Hall, Inc. Compare / Contrast versus Marketing Public Relations n Sells service or product through pricing, promoting, & distributing n Creates & maintains a market for products & services n Sells the organization n Creates & maintains a hospitable environment for the organization
7Copyright ©2001 Prentice Hall, Inc. Let’s Discuss n Consumer protests and government scrutiny began to shake historical views of marketing n Product recalls generated recurring headlines n Indirect sales began occurring regularly Why have traditional marketing notions given way to Integrated Marketing Communication?
8Copyright ©2001 Prentice Hall, Inc. Let’s Discuss Why have traditional marketing notions given way to Integrated Marketing Communication? n Advertisers were asked how their products answered social needs and civil responsibilities n Rumors about particular companies spread like wildfire n General image problems were fanned by a continuous blaze of media criticism
9Copyright ©2001 Prentice Hall, Inc. Name:_____________Math Assignment Add one “P” to the traditional 4 “Ps” of Marketing. Check your work. Product +Price +Place +Promotion +PUBLIC RELATIONS Integrated Marketing Communication
10Copyright ©2001 Prentice Hall, Inc. 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 When Product Publicity in the Marketing Mix is Useful
11Copyright ©2001 Prentice Hall, Inc. QUICK QUIZ What is Third-Party Endorsement ? Tacit support given to products by a newspaper, magazine, or broadcaster.
12Copyright ©2001 Prentice Hall, Inc. QUICK QUIZ What is Branding ? Creating a differentiable identity for a company or product.
13Copyright ©2001 Prentice Hall, Inc. Principles to Establish a Unique Brand Principles to Establish a Unique Brand Be Early 1 2 3 4 5 6 Be Memorable Be Aggressive Choose a Proper Partner Create a Personality Promote the IPO
14Copyright ©2001 Prentice Hall, Inc. OVERVIEW: Public Relations Marketing Activities Article Reprints Cause-Related Marketing Trade Shows Use of Spokesperson
15Copyright ©2001 Prentice Hall, Inc. n Plan ahead n Select target publics and address recipients by name and title. n Pinpoint the reprint’s significance n Integrate the reprint with similar articles or information n Include in press kits and displays Let’s Discuss Article Reprints
16Copyright ©2001 Prentice Hall, Inc. Let’s Discuss Trade Show Participation Analyze the show carefully Display the right products Select a common theme Consider the trade books Evaluate the worth Consider local promotional efforts Emphasize what’s new
17Copyright ©2001 Prentice Hall, Inc. Let’s Discuss Use of Spokespersons n Articulate n Quick-Thinking n Knowledgeable
18Copyright ©2001 Prentice Hall, Inc. Let’s Discuss Cause-Related Marketing Arts Education Music Festivals Anniversaries Races/Runs/Walks Sports Charitable Causes
19Copyright ©2001 Prentice Hall, Inc. Mergers & Diversifications Personnel Changes Organizational Name Change Company Customers Trademark Protection Occasions for Public Relations Advertising Occasions for Public Relations Advertising
20Copyright ©2001 Prentice Hall, Inc. Organizational Resources Manufacturing & Service Capabilities Growth History Financial Strength & Stability Corporate Emergencies Occasions for Public Relations Advertising Occasions for Public Relations Advertising
21Copyright ©2001 Prentice Hall, Inc. Integrated Marketing for the 21 st Century Integrated Marketing for the 21 st Century They Work!
22Copyright ©2001 Prentice Hall, Inc. Integrated Marketing for the 21 st Century Integrated Marketing for the 21 st Century n Used by: n Fortune 500 Companies n Publishers n TV & Movie Companies n Counseling Services n and many more! n Revenues total upwards of $900 million/year
23Copyright ©2001 Prentice Hall, Inc. Integrated Marketing for the 21 st Century Integrated Marketing for the 21 st Century
Integrated Marketing Communications Chapter 17. Unique promo identity, examples Star Jones with Payless Shoe Source T-Mobile, Catherine Zeta Jones Michael.
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