Please enable JavaScript.
Coggle requires JavaScript to display documents.
MKTING 10 (Marketing PR
direct at consumers, help to promote brand
an…
MKTING 10
Public relations
- org activity involved in fostering goodwill btwn comapny and its various publics
Activities & functions
Advice & counsel*
- to top person CEO if anything happens, dont say unless told to
Publicity*
- get news, convo, commotions abt brand, gain media attn (use pro active strategies/find new angles to obtain)
Corporate image advertising*
Lobbying*
- for brands eg. brands & companies who are mkting cigs govt always keep close eye on it, has alot of $ but dk where to advertise. when govt passed legislation affects ur biz
- green lobbying is for envt
Publications
Marketing PR
- direct at consumers, help to promote brand
- an org interactions w actual/prospective cust
Functions
- build mkt excitement beforehand
- create news
- build brand 2 cust bonds
- intro product w little/no advertising
- influencing influentials, give info to opinion leaders
Benefits
- cost effective to reach mkt
- highly targeted way to conduct PR
- endorsements
- achieve credibility (adv msg too)
- break thru clutter
- create influence among opinion leaders
Disadvantages
- lack of media control
- difficult to tie in slogan/other ad device
- media time & space not guaranteed
- no standards for effective measurement
Proactive MPR
- dictated by company mkting objectives
- offensively oriented, opp seeking
- credibility accounts for effectiveness
- product/executive statement releases, feature articles
Examples
Petrol business - BP promotes natural gas and alternative fuel in their green messages Distributed free cans of water to Pittsburgh residents when the drinking water supply was interrupted
Reactive MPR
- conduct PR in response to outside influences
- attempt to repair reputation, regain lost sales
- quick and positive reponses are impt
RMPR
- address factors in product defects, failures
- provide responses to unanticipated events
- how quickly u respond and what u say is impt
Crisis mgmt
- provide quick, positive response to negative publicity to reassure consumers & lessen damage
Eg. of negative events
- united airlines overbook and remove paid cust
- samsung galaxy note 7 battery fire
- british petroleum and the gulf oil spill
- tylenol and cyanide poisoning
Rumors
Commercial
- widely circulated by unverified
- about product, brand, company, store
Solution
- stay alert, evaluate its effects, launch media campaign
- Anti rumor campaign should ;
- focus on specific points in rumor that needs to be refuted
- emphasize its untrue and unfair
- pick appropriate media and vehicles
- select credible spokesperson
Conspiracy
- abt practices/policies that are undesirable
Contamination
- undesirable/harmful product/store features
Word of mouth
- informal comm among consumers about p&s, complex & difficult to control
Factors affecting influence
- tie strength (social relations) of interpersonal rs
- how well they use advertising & buzz efforts to stimulate +ve WOM
- amount of prestige based on others to opinion leaders
Prevent -ve WOM
- manufacturers ; provide detailed warranty & complaint procedure info on labels
- retailers ; employees +ve attitude, store signs & inserts in monthly billing, offer toll free no. & email
-
Ignite explosive self generating demand ESGD
- WOM for new brand
- design unique/visible product
- select & seed vanguard (opinion leaders, let them know how unique)
- use celeb
- ration supply
- tap power of lists
- nurture grass roots (recuit adopters thru incentives)
Sponsorship marketing
- invest in events/causes to support corporate objectives (enhance image)/mkting obj (increase awareness)
Factors for growth
- attach names to these, they might avoid clutter inherent
- companies gain approval
- relationship forged btwn brand & event can enhance BE
- target efforts to specific lifestyle groups
Event sponsorships
A form of brand promo tying brand to meaningful athletic, entertainment, cultural, social/other high interest public activityFactors
- image match
- TA fit
- sponsor misidentification (ex sponsor was competitor)
- economic viability
Custom events
- develop own events rather than sponsor
- total control
- more effective, less costly
Ambushing events
- companies not official sponsors undertake mkting efforts to make it seem like they are eg. reebok sponsored olympics but people rmb MJ nike gold shoes more
-
Paid media, owned media, earned media (ice bucket challenge for ALS)