Download Marketing Public Relations

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Hall
Chapter 2
Marketing Public Relations and the
Marketing Communications Mix
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Chapter Objectives
1. Explain the different variations of exchange and their
relationship to Marketing Public Relations (MPR).
2. List and explain the key elements in the marketing
communications mix and explain how these elements
work together with MPR.
3. Explain the concept of positioning and MPR’s role in
shaping it.
4. Describe and differentiate between the standard and
MPR communications processes.
5. Explain what a connector is and how connectors
function in the MPR process.
6. Explain the two types of MPR audiences and the
importance of a firm’s relationships with them.
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Exchange
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A transaction in which a person or
organization trades a definite quantity of
one substance for a definite quantity of
another
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Word-of-Mouth
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Information spread from person to
person through the spoken or written
word where the communication is
personal, intentional, and concerns a
product
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Buzz
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Synonymous with word-of-mouth (p. 15)
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Media Mentions
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The spoken, written, or visual reference
to a product presented through mass
media or other incidence where one
source has the attention of many people
or organizations
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Marketing Communications
Mix
Advertising
Personal
Selling
Direct
Marketing
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Sales
Promotion
Public
Relations
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Integrated Marketing
Communication
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The concept under which a company
carefully integrates and coordinates its
many communications channels to deliver
a clear, consistent, and compelling
message about the organization and its
products (p. 16)
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Advertising
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Any paid form of nonpersonal
presentation and promotion of ideas,
goods, or services by an identified
sponsor (p. 16)
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Sales Promotion
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Short-term incentives to encourage the
purchase or sale of a product or service
(p. 17)
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Public Relations
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The function of building good relations
with the company’s various publics by
obtaining favorable publicity, building up a
good corporate image, and handling or
heading off unfavorable rumors, stories,
and events (p. 17)
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Direct Marketing
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The use of direct mail, the telephone,
direct-response television, e-mail, the
Internet, and other tools to communicate
directly with carefully targeted individual
consumers in an attempt to obtain an
immediate response and to cultivate
lasting customer relationships (p. 17)
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Personal Selling
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Personal presentation by a firm’s sales
force for the purpose of making sales and
building customer relationships (p. 17)
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MPR works with the Marketing
Communications Mix to increase
effectiveness
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Viral Marketing
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The marketing phenomenon that
facilitates and encourages people to pass
along a marketing message
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Positioning
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The way that consumers perceive a
product relative to its competitors
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Positioning example: Donuts
Hot
Fluffy
Cakey
Where on this perceptual
map would you place
your favorite donuts?
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Not
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Positioning Statement
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A statement describing the way that the
marketers intend consumers to perceive
the product relative to its competitors
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It should help answer these questions:
◦ What do consumers think of the product?
◦ How will consumers learn about the product?
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Communication Process
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In the Classic Communication Process
the message reaches the receiver as
intended by the sender.
Sender
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Message
Channel
Receiver
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Noise
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Anything tangible or intangible that
interferes with the transmission of a
message from a sender to a receiver or
with the comprehension of the message
by the receiver
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Connectors
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Media, groups, or individuals who act as a
channel for a marketing message resulting
in media mentions or the creation of
word-of-mouth
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MPR Communication Process
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The sender gives up control of the
message.
Organization
Message
Feedback 1 (media)
Connector
Revised
Message
Feedback 2 (public)
Customer/Public
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Audience
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The intended receivers of a promotional
message
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Concept Case 2.1: The Falcon’s
Lair
Marketing Communications Mix
1. Cite some other ways The Falcon’s Lair
might use MPR together with advertising
and personal selling to help improve
business.
2. Find an example of a real company using
MPR in conjunction with one of the other
elements of the marketing mix and
explain what you think the company is
trying to accomplish.
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Concept Case 2.2: Falcon’s
Lair
Positioning Statement
Following is a possible positioning statement for The Falcon’s
Lair:
The Falcon’s Lair is a premiere hiking and camping store that serves
everyone from the master climber to the youth hiker. Our products
are a collection of the best hiking and camping equipment
available, and our staff is experienced, knowledgeable, and helpful.
Our customers rely on their relationship with us to make their
time hiking and camping safe and enjoyable, and they know that
personal service is part of every product we sell.
1. What are the strengths and weaknesses of this positioning
statement?
2. How could you improve it?
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Reflection Questions
1. People commonly perceive a marketing exchange to be the trade of a good or service
for money.
List and describe other types of exchanges that do not include a good, a service, or money
as part of the exchange.
2. Explain the five elements of the marketing communications mix.
3. Discuss how MPR is used in conjunction with the other elements of the marketing
communications mix.
4. What is a positioning statement and how does it serve the marketer?
5. Describe and differentiate between the standard communications process and the MPR
communication process.
6. Explain what a connector is and list several examples.
7. For each of the following industries, list as many companies or products as you can, and
discuss their positioning in their respective markets:
a. Fast food
b. Automobiles
c. Airlines
d. Soft drinks
e. Coffee (retail, by the cup)
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Practice Portfolio
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1.
List some non-MPR elements of the marketing
communication mix that your practice company would
most likely use. Identify any areas where the company
could combine conventional marketing methods with MPR.
Describe how the company could achieve that goal and
discuss the benefits of doing so.
2.
Write a positioning statement for your practice company,
meeting all of the criteria described in the chapter.
3.
List the likely connectors for your practice company and
divide them into media, groups, and individuals. Name
actual media outlets and groups whenever possible. You
may need to generalize somewhat for individuals, but
provide as much detail as you can.
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