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PUBLIC RELATIONS, MARKETING AND RELATED DISCIPLINES Samuel Tagayun-Ramos, Jr., MCM How does public relations relate to and fit with digital marketing, advertising, and sales promotion? Marketing Marketing is the management process responsible for identifying, anticipating and satisfying customer requirements profitability. (The Chartered Institute of Marketing, CIM) What is Marketing Mix? In the early 1960s, Professor Neil Borden of Harvard Business School identified for elements: 1. Product 2. Pricing 3. Promotion 4. Place or (distribution) Is it 7 Ps now? 5 People 6 Process 7 Physical evidence 3 new Ps for the st 21 century 8 Personalization 9 Participation 10 Peer-to-peer Marketing, communications and customer-relationship management The decision-making process-whereby a prospect becomes a customer-companies five main stages, moving from awareness through to buying, and then liking and remaining loyal to a company, product or service. Marketing and communications work hand in hand at each of these stages: 1. Realization 2. Information search 3. Evaluation of alternatives 4. Purchase 5. After-sales experience Cause-related marketing Increase awareness, raise the profile and enhance the image of the organization, brand or service. Increase goodwill and understanding. Demonstrate social/ethical responsibility Improve relationships with current stakeholders Increase awareness among potential customers Gain competitive advantages/increase sales Boost employee morale Objectives for the good cause might be to: Gain stature by association with a well-known organizations or brand; Draw public attention to and increase awareness of the cause; Raise funds. Sponsorship Sports Arts Broadcast Online publications When budgeting for sponsorship Time costs-negotiation time, project management tiy me; Stand and display costs-design, build, erection, management and strike at every event; Staff costs-salaries, temporary staff, uniform/costume; expenses, travel, accommodation and subsistence. Product costs-microsite and social network management, TV, Radio, press, advertising, direct mail, posters. Research costs-for post-sponsorship evaluations. Advertising Product Placement Marketing through other channel Integrated public relations Leadership Cooperative team approach Strategy and planning Being creative Use public relations as part of the marketing mix to: Enhance other marketing and promotional activity; Reach targets who may be difficult or uneconomic to reach via other techniques. Reach targets face-to-face via seminars, events, displays, awards scheme and ceremonies, demonstrations, presentations, etc. Provide vehicles for more detailed messages or to present products in an unusual setting. Provide sampling and trial opportunities, Solve a particular short-term problem related to a product or service.