Sunday, November 11, 2007

Chapter 17 : Integrated marketing communications

1. Public Relations vs. Marketing vs. Advertising
Marketing: literally defined, is the selling of a service or product through pricing, distribution, and promotion. Marketing ranges from concepts such as free samples in the hands of consumers to buzz campaigns
Advertising: literally defined, is a subset of marketing that involves paying to place your message in more traditional media formats, from newspapers and magazines to radio and television to the internet and outdoors.
Public Relations: literally defined, is the marketing of an organization and the use of unbiased, objective, third party endorsement to relay information about that organization’s products and practices.
2. Product Publicity:
Product publicity can be the most effective element in the marketing mix. For example:
- Introducing a revolutionary new product.
- Eliminating distribution problems with retail outlets
- Small budgets and strong competition
- Explaining a complicated product
- Generating new consumer excitement for an old product
- Tying the product to a unique representative.
- Creating an identity
3. Third-Party Endorsement:
- Third-party endorsement refers to the tacit support given a product by a newspaper, magazine, or broadcaster who mentions the product as news.
- Publicity appears to be news and is more trustworthy than advertising that is paid for by a clearly nonobjective sponsor.
- Public relations counselors argue that discriminating against using product names does a disservice to readers or viewers, many of whom are influenced by what they read or see and many desires the particular products discussed.
4. Building a Brand:
Branding: is creating a differentiable identity or position for a company or product
Using integrated marketing communications to establish a unique brand requires adherence to the following principles:
- Be early
- Be memorable
- Be aggressive
- Use heritage
- Create a personality
5. Integrating Marketing with Public Relations:
A. Article Reprints :
Marketing can be done through article reprints aimed at that part of a target audience that might not have seen the original article. It helps also to reinforce the reactions of those read the original article.
Use of reprints should be approached systematically with the following ground rules in mind
- Plan ahead.
- Select target publics and address the recipients by name and title
- Pinpoint the reprint’s significance
- Integrate the reprint with similar articles and information on the same or related subjects.
B. Trade Show Participation:
This feature enables an organization to display its products before important target audience. The decision to participate should be considered with the following factors in mind :
- Analyze the show carefully
- Select a common theme.
- Make sure the products displayed are the right ones
- Consider the trade books
- Emphasize what’s new
- Consider local promotion efforts
- Evaluate the worth
C. Use of Spokespersons
- The purpose of the spokespersons is to air their sponsor’s viewpoint
- They must be articulate, fast on their feed and thoroughly knowledgeable about the subject.
D. Cause-Related Marketing :
It brings together the fund-raising needs of nonprofit groups with the business objectives of sponsoring companies.

E. In-kind Promotions
When a service, product or other consideration in exchange for publicity exposure is offered, it is called an in0kind promotion.
6. Public Relations Advertising :
This technique became known variously as institutional advertising, image advertising, public service advertising, issues advertising, and ultimately public relations-or nonproduct- advertising,
7. Purposes of Public Relations Advertising :
1. mergers and diversifications
2. personnel changes
3. organizational resources
4. manufacturing and service capabilities
5. growth history
6. financial strength and stability
7. company customers
8. organization name change
9. trademark protection
10. corporate emergencies

8. Twenty First Century Integrated Marketing :
A. Television Brand Integration :
The latest phenomenon in television is to integrate products into the fabric of what is being presented on the screen.
B. Infomercials :
They were introduced as program-length commercials, shamelessly hawking products
C. Word-of-Mouth Marketing :
Also known as Buzz Marketing, word of mouth is another alternative to traditional advertising that enlists influencers or trend setters to spread the word about particular product.
D. Television and Movie Product Placements :
Product placements in films also are proliferating at a rapid rate.
They are also known as the embedded advertisements
E. You Name It :
1. Song placements
2. Sports teams
3. Blogs
4. Whaaa?

1 comment:

Phil Darby said...

I don't know where you found your definition of markeing, but that's not as I see it.

Marketing for me is the process of applying organisation resources to meet the needs of a customer.

Within that, "marketing communications" operates externally, and for the "tuned in" internally, to ensure that the process from concept to purchase is optimised.

"Integrated" means working together to achieve synergy, so marketing communications is just efficent application of media and message. Efficiency is achieved when the "big idea" captures the imagination of the target, the promise is represented consistently across all touch-points and all media elements in the chain are working together with no gaps, minimum overlap and for the minimum cost.

PR is a classification of communication and like any other group, communications that are so defined (I don't want to get into definitions here because the subject is massive and we'll only argue)have to be accountable (my clients want to know what the return is on every dollar invested in PR as much as they do any other element).

Integrated marketing is a bigger subject, but still one that is pretty well accepted wisdom these days. Put simply, its about driving efficiency across a broader range of business elements.

Integrated business (Or New Model Marketing), which is the chapter we are currently up to, is when the brand is the core of the organisation, marketing is the central function and everything in the organisation is geared toward delivering the brand promise.

This approach is the only approach to business that will work from now on. For many organisations it means restructuring, new focus and different practices, but change doesn't have to be traumatic as long as you are starting now.

I'm happy to introduce any organisation that wants to be around in ten years time to my own brand of integrated business "Full Effect Marketing".