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Lecture #15
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When public relations, publicity, advertising,
sales promotions and marketing collide to
promote organizations, products, services,
and ideas.
Advertising and marketing build brand
awareness, public relations establishes
credibility and tells the brand’s story.
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Communications cross-training is essential.
Learning the skills of marketing, advertising,
sales promotion and public relations is
becoming a critical task of the PR
professional.
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Public Relations- marketing of an
organization and the use of unbiased,
objective, third-party endorsement to relay
information about the organization’s
products and practices.
Marketing- selling of a service or product
though pricing, distribution, and promotion.
Advertising- subset of marketing, involves
paying for the placement of your message in
a variety of media.
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Really what this is, is the value of integrating
public relations and marketing.
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Introducing a revolutionary new product
Eliminating distribution problems with retail outlets
Small budgets and strong competition
Explaining a complicated product
Tying a product to a unique representative- Ronald
McDonald.
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Third-Party- an “objective” third party observer–
a blog, newspaper, magazine, or broadcaster
who mentions the product in the news.
Oftentimes, spokespeople mention that they use
the product, but fail to mention that they are
being paid.
This is seen as being unethical.
One way of achieving product recognition is
through the endorsement of objective authorities
is to create events that are certain to attract
publicity.
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Building a brand is critical for your
organizations to flourish.
Branding- is creating a differentiable identity
or position for a company or product.
How to succeed in branding:
◦ Be Early- the first in the category, more likely to be
remembered, sometimes it is better to be first than
best.
◦ Be Memorable- the brand needs to stand out,
distinguish itself in some way– uniqueness, slogan,
social responsibility. Must be BOLD.
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Continued:
◦ Be Aggressive- a good brand must also keep the
company’s name in the public through publicity
attempts. Customers need to become familiar with
the brand, and future investors need to be
confident in the brand.
◦ Use Heritage- citing traditions and history of a
product or organization as part of building the
brand.
◦ Creating Personality- the organization’s personality
should reflect all communications materials.
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Is used today in PR.
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Mergers and diversifications
Personnel Changes
Organizational Resources
Manufacturing and Service Capabilities
Growth History
Financial Strength and Stability
Company Customers
Organizational Name Change
Trademark Protection
Corporate Emergencies
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Integrated marketing basically helps support,
and in some cases reprints information that
has not been seen or has already been seen
by audiences.
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Article Reprints:
◦ Marketing can be done through reprints of PR materials
that were already created. They can be aimed at
wholesalers, retailers, or consumers.
◦ Internet and direct mail can also reinforce the opinions
of those who read the original piece.
 Plan ahead- make sure you know printing cycles so that
pieces will arrive in the mail shortly after the original pieces.
 Research target audiences and address them by name
 Pinpoint the reprint’s significance, underlining, making
notes, attach a cover letter
 Integrate the reprint with similar articles and information on
the same related subject
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Trade Show Participation:
◦ Used in fashion all the time, known as “trunk” shows.
◦ Allows the organization to display products for
important target audiences.
 Analyze the show carefully- the right audiences may not
attend, costs of entering the show may not be worth it.
 Select a Common Theme- unify all PR, publicity, advertising,
and sales promotions to fit the organization
 Make Sure All Products Displayed Are the Right Ones- decide
in advance which products should be shown
 Consider the Trade Books- trade shows often run special
magazines in conjunction with shows.
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Trade Show Participation Continued:
◦ Emphasize What’s New- new models, new features,
new uses, new data.
◦ Consider Local Promotional Efforts- while at a trade
show, meet with local editors, media, and even
retailers of small stores and boutiques.
◦ Evaluate the Worth-Evaluate whether the whole
process was worth it. Did you make any future sales
or contacts?
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Spokespersons:
◦ Spokespeople representing an organization’s
products has increased
◦ They shouldn’t hide the fact that they are
spokespeople for a particular product
◦ They must be articulate.
◦ Fast On Their Feet
◦ Knowledgeable About the Subject or Product
◦ When these are met, the spokesperson serves as an
integral marketing tool.
Cause Related Marketing- is public relations
sponsorship tied to philanthropy.
When the economy is bad, and advertising
funds are low, organizations turn to
sponsorship of arts, education, music,
festivals, sports, and charities.
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In-kind refers to a service, product, or other
consideration in exchange for publicity
exposure.
◦ Providing services or products as prizes in
exchange for being listed as a cosponsor.
◦ Providing services or products to a local business in
exchange for having fliers inserted in shopping
bags.
◦ Providing services or products to doctors’ offices,
auto shops, and other areas in exchange for having
brochures prominently displayed.
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Providing samples and gifts of products or
services, along with sales literature.
Providing point-of-purchase displays,
literature, events, demonstrations, and
samples at the point where the customer
does decides on purchasing.
Providing posters of the products or services
at well-trafficked areas.
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Online Marketing- fastest growing category
of advertising.
Television Brand Integration- more or less,
product placement, since technology
interferes with commercial time, advertisers
are paying to integrate their products into TV
programs and movies.
◦ Coca Cola American Idol
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Infomercials- we know about these, they
remain strong because they work.
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Buzz Marketing- word of mouth, aimed
toward influencers and trend setters to
spread the word– used when trying to get a
new product known. Word of mouth is one of
the most honest and ethical modes of
advertising.
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Song Placements in TV programs, movies, and
commercials.
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Sports Teams- not only sell arena names to the
highest bidder, but also sports names.
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U.S. airways puts their names on sick bags.
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School buses even offer advertising
opportunities.
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Can even promote something on your own body.
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Integrated marketing is all about building the
brand through cohesive public relations,
publicity, advertising, marketing, and
promotional sales strategies.
Third-party endorsement is key to integrated
marketing.
Trade shows may be the most important aspect
of traditional integrated marketing in fashion.
Television Brand Integration may be one of the
best ways a fashion organization can include
integrated marketing.
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Seitel, F.P. (2011). The Practice of Public
Relations. Prentice Hall: Boston.