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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.