1 Communication: Advertising, Sales Promotion, and Public Relations Business Communication.
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Transcript of 1 Communication: Advertising, Sales Promotion, and Public Relations Business Communication.
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Communication: Advertising, Communication: Advertising, Sales Promotion, and Public Sales Promotion, and Public RelationsRelations
Business Communication
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Integrated Marketing CommunicationIntegrated Marketing Communication
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Push vs. Pull Promotion Push vs. Pull Promotion StrategyStrategy
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Major Decisions in AdvertisingMajor Decisions in Advertising
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Developing Advertising Developing Advertising StrategyStrategy
•Consists of two major elementsConsists of two major elements::
–Creating advertising Creating advertising messagesmessages
–Selecting advertising Selecting advertising mediamedia
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Message ExecutionMessage Execution
•Choose a toneChoose a tone
•Use memorable, attention-getting Use memorable, attention-getting wordswords
•Choose correct format elementsChoose correct format elements–IllustrationIllustration
–HeadlineHeadline–CopyCopy
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Selecting Advertising MediaSelecting Advertising Media
•ReachReach–Percentage of people exposed to adPercentage of people exposed to ad
•FrequencyFrequency–Number of times a person is exposed to Number of times a person is exposed to
adad
•Media ImpactMedia Impact–The qualitative value of a message The qualitative value of a message
exposure through a given mediumexposure through a given medium
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Choosing Media TypeChoosing Media Type
•Factors to considerFactors to consider::–Media habits of target consumersMedia habits of target consumers
–Nature of the productNature of the product–Type of messageType of message
–CostCost–Media vehiclesMedia vehicles
Specific media within each general media typeSpecific media within each general media type
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Deciding on Media TimingDeciding on Media Timing
•Must decide how to schedule the Must decide how to schedule the advertising over the course of a yearadvertising over the course of a year
–Follow seasonal patternFollow seasonal pattern–Oppose seasonal patternOppose seasonal pattern
–Same coverage all yearSame coverage all year
•Choose the pattern of the adsChoose the pattern of the ads–ContinuityContinuity
–PulsingPulsing
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Evaluating AdvertisingEvaluating Advertising
Measure the communication effects of an ad.
Measure the sales effects of an ad.Is the ad increasing sales?
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SampleSample
CouponsCoupons
Cash Refunds“Rebates”
Cash Refunds“Rebates”
Price Packs“Cents-Off Deals”
Price Packs“Cents-Off Deals”
PremiumsPremiums
Advertising Specialties
Advertising Specialties
Offers a trial amount of a productOffers a trial amount of a product
Savings when purchasing specified products
Savings when purchasing specified products
Refund of part of the purchase price by mail
Refund of part of the purchase price by mail
Reduced prices marked on the label or package by producer
Reduced prices marked on the label or package by producer
Goods offered free or low cost as an incentive to buy a product
Goods offered free or low cost as an incentive to buy a product
Articles imprinted with an advertiser’s name given as gifts
Articles imprinted with an advertiser’s name given as gifts
Consumer Sales Promotion ToolsConsumer Sales Promotion Tools
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Patronage RewardsPatronage Rewards
Point-of-Purchase Promotions
Point-of-Purchase Promotions
ContestContest
SweepstakesSweepstakes
GamesGames
Cash or other award offered for regular use of a product or serviceCash or other award offered for
regular use of a product or service
Displays or demonstrations at the point of purchase or sale
Displays or demonstrations at the point of purchase or sale
Consumers submit an entry to be judged by a panel
Consumers submit an entry to be judged by a panel
Consumers submit their names for a drawing
Consumers submit their names for a drawing
Consumers receive something each time they buy which may
help them win a prize
Consumers receive something each time they buy which may
help them win a prize
Consumer Sales Promotion ToolsConsumer Sales Promotion Tools
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Trade PromotionTrade Promotion
Persuade resellers to carry a brand
Give a brand shelf space
Promote brand in advertising
Push brand to customers
Discounts
Allowances
Free Goods
Push Money
Specialty Advertising Items
Objectives Tools
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Public RelationsPublic Relations
•Public relations involves building Public relations involves building good relations with the company’s good relations with the company’s various publics by obtaining various publics by obtaining favorable publicity, building up a favorable publicity, building up a good corporate image, and handling good corporate image, and handling or heading off unfavorable rumors, or heading off unfavorable rumors, stories, and eventsstories, and events..
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Public Relations FunctionsPublic Relations Functions
•Press relations or Press relations or press agencypress agency
•Product publicityProduct publicity
•Public affairsPublic affairs
•LobbyingLobbying
•Investor relationsInvestor relations
•DevelopmentDevelopment
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Public Relations ToolsPublic Relations Tools
•NewsNews
•SpeechesSpeeches
•Special eventsSpecial events
•Buzz marketingBuzz marketing
•Mobile marketingMobile marketing
•Written materialsWritten materials
•Audiovisual Audiovisual materialsmaterials
•Corporate identity Corporate identity materialsmaterials
•Public service Public service activitiesactivities
•Company Web siteCompany Web site
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What is PR?
Communication between organisation and all those with whom it has any form of contact
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Chartered Institute of Chartered Institute of Public Relations- Public Relations- DefinitionDefinition
‘‘Public relations is the discipline which builds Public relations is the discipline which builds andand
maintains reputation, with the aim of earningmaintains reputation, with the aim of earning
understanding and support and influencing understanding and support and influencing opinionopinion
and behaviour. It is the planned and sustained and behaviour. It is the planned and sustained efforteffort
to establish and maintain goodwill and mutualto establish and maintain goodwill and mutual
understanding between an organisation and itsunderstanding between an organisation and its
publicspublics ’. ’.
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PR Perception vs. RealityPR Perception vs. Reality
•Hard work & Hard work & competitive- popular competitive- popular sector with limited sector with limited positions and majority positions and majority London basedLondon based..
•Characterised by long Characterised by long hours and employees hours and employees need a dedicated & need a dedicated & flexible approach to flexible approach to workwork
•GlamorousGlamorous•AttractiveAttractive
•VibrantVibrant
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Required SkillsRequired Skills
•Ability to work under pressure & to Ability to work under pressure & to strict deadlinesstrict deadlines
•Ability to multi-taskAbility to multi-task
•Strong writing skillsStrong writing skills
•Effective communication skillsEffective communication skills
•Confidence & professionalismConfidence & professionalism
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Getting into PRGetting into PR……•Work experience- Work experience- shows prospective employers that you shows prospective employers that you
are committed and have some knowledge of the sector. Also are committed and have some knowledge of the sector. Also gives you an opportunity to discover whether PR is the right gives you an opportunity to discover whether PR is the right
career choice for youcareer choice for you..
•Speculative applications & Networking- Speculative applications & Networking- shows shows intuition and can help gain some useful information about intuition and can help gain some useful information about
which organisations are recruitingwhich organisations are recruiting
•University Careers Service- University Careers Service- provides useful contacts provides useful contacts and advice on applications, CV’s, interview skillsand advice on applications, CV’s, interview skills
•PR Network- PR Network- a series of meetings which updates members a series of meetings which updates members on the latest news in PR, job opportunities, networking on the latest news in PR, job opportunities, networking
between organisationsbetween organisations
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Typical activitiesTypical activities•Researching & writing press releasesResearching & writing press releases
•Publicising events, news & achievementsPublicising events, news & achievements
•Collating & analysing media coverage as a performance indicatorCollating & analysing media coverage as a performance indicator
•Compiling media lists for distribution of releases & noticesCompiling media lists for distribution of releases & notices
•Organising and attending press launchesOrganising and attending press launches
•Managing the PR aspect of a possible ‘crisis’ situation & dealing with Managing the PR aspect of a possible ‘crisis’ situation & dealing with consequencesconsequences
•Building & maintaining positive working relationships with clients & the mediaBuilding & maintaining positive working relationships with clients & the media
•Adopting a pro-active approach in order to ‘tease-out’ newsworthy storiesAdopting a pro-active approach in order to ‘tease-out’ newsworthy stories