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 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