1 Communication: Advertising, Sales Promotion, and Public Relations Business Communication

Integrated Marketing Communication

Push vs. Pull Promotion Strategy

Major Decisions in Advertising

Developing Advertising Strategy Consists of two major elements: Consists of two major elements: –Creating advertising messages –Selecting advertising media

Message Execution Choose a tone Choose a tone Use memorable, attention-getting words Use memorable, attention-getting words Choose correct format elements Choose correct format elements –Illustration –Headline –Copy

Selecting Advertising Media Reach Reach –Percentage of people exposed to ad Frequency Frequency –Number of times a person is exposed to ad Media Impact Media Impact –The qualitative value of a message exposure through a given medium

Choosing Media Type Factors to consider: Factors to consider: –Media habits of target consumers –Nature of the product –Type of message –Cost –Media vehicles  Specific media within each general media type

Deciding on Media Timing Must decide how to schedule the advertising over the course of a year Must decide how to schedule the advertising over the course of a year –Follow seasonal pattern –Oppose seasonal pattern –Same coverage all year Choose the pattern of the ads Choose the pattern of the ads –Continuity –Pulsing

Evaluating Advertising Measure the communication effects of an ad. Measure the sales effects of an ad. Is the ad increasing sales?

Sample Coupons Cash Refunds “Rebates” Cash Refunds “Rebates” Price Packs “Cents-Off Deals” Price Packs “Cents-Off Deals” Premiums Advertising Specialties Advertising Specialties Offers a trial amount of a product Savings when purchasing specified products Refund of part of the purchase price by mail Reduced prices marked on the label or package by producer Goods offered free or low cost as an incentive to buy a product Articles imprinted with an advertiser’s name given as gifts Consumer Sales Promotion Tools

Patronage Rewards Point-of-Purchase Promotions Point-of-Purchase Promotions Contest Sweepstakes Games Cash or other award offered for regular use of a product or service Displays or demonstrations at the point of purchase or sale Consumers submit an entry to be judged by a panel Consumers submit their names for a drawing Consumers receive something each time they buy which may help them win a prize Consumer Sales Promotion Tools

Trade Promotion Persuade resellers to carry a brand Give a brand shelf space Promote brand in advertising Push brand to customers Discounts Allowances Free Goods Push Money Specialty Advertising Items Objectives Tools

Public Relations 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 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 Functions Press relations or press agency Press relations or press agency Product publicity Product publicity Public affairs Public affairs Lobbying Lobbying Investor relations Investor relations Development Development

Public Relations Tools News News Speeches Speeches Special events Special events Buzz marketing Buzz marketing Mobile marketing Mobile marketing Written materials Written materials Audiovisual materials Audiovisual materials Corporate identity materials Corporate identity materials Public service activities Public service activities Company Web site Company Web site

17 What is PR? Communication between organisation and all those with whom it has any form of contact

Chartered Institute of Public Relations- Definition ‘Public relations is the discipline which builds and maintains reputation, with the aim of earning understanding and support and influencing opinion and behaviour. It is the planned and sustained effort to establish and maintain goodwill and mutual understanding between an organisation and its publics.’ publics.’

PR Perception vs. Reality Hard work & competitive- popular sector with limited positions and majority London based. Hard work & competitive- popular sector with limited positions and majority London based. Characterised by long hours and employees need a dedicated & flexible approach to work Characterised by long hours and employees need a dedicated & flexible approach to work Glamorous Glamorous Attractive Attractive Vibrant Vibrant

Required Skills Ability to work under pressure & to strict deadlines Ability to work under pressure & to strict deadlines Ability to multi-task Ability to multi-task Strong writing skills Strong writing skills Effective communication skills Effective communication skills Confidence & professionalism Confidence & professionalism

Getting into PR… Work experience- shows prospective employers that you are committed and have some knowledge of the sector. Also gives you an opportunity to discover whether PR is the right career choice for you. Work experience- shows prospective employers that you are committed and have some knowledge of the sector. Also gives you an opportunity to discover whether PR is the right career choice for you. Speculative applications & Networking- shows intuition and can help gain some useful information about which organisations are recruiting Speculative applications & Networking- shows intuition and can help gain some useful information about which organisations are recruiting University Careers Service- provides useful contacts and advice on applications, CV’s, interview skills University Careers Service- provides useful contacts and advice on applications, CV’s, interview skills PR Network- a series of meetings which updates members on the latest news in PR, job opportunities, networking between organisations PR Network- a series of meetings which updates members on the latest news in PR, job opportunities, networking between organisations

Typical activities Researching & writing press releases Researching & writing press releases Publicising events, news & achievements Publicising events, news & achievements Collating & analysing media coverage as a performance indicator Collating & analysing media coverage as a performance indicator Compiling media lists for distribution of releases & notices Compiling media lists for distribution of releases & notices Organising and attending press launches Organising and attending press launches Managing the PR aspect of a possible ‘crisis’ situation & dealing with consequences Managing the PR aspect of a possible ‘crisis’ situation & dealing with consequences Building & maintaining positive working relationships with clients & the media Building & maintaining positive working relationships with clients & the media Adopting a pro-active approach in order to ‘tease-out’ newsworthy stories Adopting a pro-active approach in order to ‘tease-out’ newsworthy stories