SP DM
-
Upload
vinitshah90 -
Category
Documents
-
view
224 -
download
0
Transcript of SP DM
-
8/7/2019 SP DM
1/94
Advertising Personal Selling
Sales Promotion Public Relations Direct Marketing
Reaches large,geographically dispersedaudiences, often withhigh frequency
Low cost per exposure,though overall costs arehigh
Consumers perceiveadvertised goods as morelegitimate
Dramatizescompany/brand
Builds brand image; may
stimulate short-termsales
Impersonal; one-waycommunication
15 -1
PromotionPromotion
ToolsTools
-
8/7/2019 SP DM
2/94
Advertising
PersonalSelling
Sales Promotion
Public Relations
Direct Marketing
Most effective tool forbuilding buyerspreferences, convictions,and actions
Personal interactionallows for feedback andadjustments
Relationship-oriented
Buyers are moreattentive
Sales force represents along-term commitment
Most expensive of thepromotional tools
15 -2
PromotionPromotionToolsTools
-
8/7/2019 SP DM
3/94
Advertising
Personal Selling
SalesPromotion
Public Relations
Direct Marketing
May be targeted at thetrade or ultimateconsumer
Makes use of a variety offormats: premiums,coupons, contests, etc.
Attracts attention, offers
strong purchaseincentives, dramatizesoffers, boosts saggingsales
Stimulates quickresponse
Short-lived
Not effective at buildinglong-term brandpreferences
15 -3
PromotionPromotionToolsTools
-
8/7/2019 SP DM
4/94
Advertising Personal Selling Sales
Promotion PublicRelations
DirectMarketing
Highly credible
Many forms: newsstories, news features,events andsponsorships, etc.
Reaches manyprospects missed via
other forms ofpromotion
Dramatizes companyor benefits
Often the most
underused element inthe promotional mix
15 -4
PromotionPromotion
ToolsTools
-
8/7/2019 SP DM
5/94
Advertising
Personal Selling
SalesPromotion
Public Relations
DirectMarketing
( If IMC is referred)
Many forms:Telephone marketing,direct mail, onlinemarketing, etc.
Four distinctivecharacteristics:
Nonpublic
Immediate
Customized
Interactive
Well-suited to highlytargeted marketingefforts
15 -5
PromotionPromotionToolsTools
-
8/7/2019 SP DM
6/94
Promotion Mix Strategies Push strategy: trade promotions and
personal selling efforts push theproduct through the distribution
channels.
Pull strategy:producers useadvertising and consumer sales
promotions to generate strongconsumer demand for products.
15 -6
-
8/7/2019 SP DM
7/94
-
8/7/2019 SP DM
8/94
Advertising and Sales Promotion Avoid false and deceptive advertising
Trade promotions can not favor certaincustomers over others
Use advertising to promote socially
responsible programs and actions
15 -8
-
8/7/2019 SP DM
9/94
Personal Selling
Salespeople must follow the rules offair competition
Three day cooling-off rule protectsultimate consumers from high
pressure tactics Business-to-business selling Bribery, industrial espionage, and
making false and disparaging statements
about a competitor are forbidden
15 -9
-
8/7/2019 SP DM
10/94
Sales Promotion
15 - 10
-
8/7/2019 SP DM
11/94
What is Sales Promotion?What is Sales Promotion?
Mass communication technique that offersshort-term incentives to encouragepurchase or sales of a goods or service.
Three Target Groups
1) Consumer Promotion2) Trade Promotion
3) Sales force Promotion
-
8/7/2019 SP DM
12/94
What is Sales Promotion?What is Sales Promotion?
Rapid growth in the industry has beenachieved because:
Product managers are facing morepressure to increase their current sales,
Companies face more competition, Advertising efficiency has declined, Consumers have become more deal
oriented.
-
8/7/2019 SP DM
13/94
Point-of-Purchase
Displays
Point-of-Purchase
Displays
Consumer - Promotion Tools
PremiumsPremiums
Price PacksPrice Packs
Cash RefundsCash Refunds
CouponsCoupons
SamplesSamples
Short-Term Incentives to Encourage Purchase
or Sales of a Product or Service.
Consumer-PromotionObjectives
Consumer-Promotion Tools
PatronageRewards
PatronageRewards
GamesGames
SweepstakesSweepstakes
ContestsContests
Advertising
Specialties
Advertising
SpecialtiesPatronageRewards
Entice Consumers to
Try a New Product
Entice Consumers toTry a New Product
Lure Customers AwayFrom Competitors Products
Lure Customers AwayFrom Competitors Products
Get Consumers to Load Upon a Mature Product
Get Consumers to Load Upon a Mature Product
Hold & Reward Loyal
Customers
Hold & Reward Loyal
CustomersConsumer Relationship
Building
Consumer RelationshipBuilding
-
8/7/2019 SP DM
14/94
Specialty
Advertising
Items
Specialty
Advertising
Items
Trade - Promotion ToolsTrade - Promotion Tools
ContestsContests
Free GoodsFree Goods
Buy-Back
Guarantees
Buy-Back
Guarantees
AllowancesAllowances
Price-OffsPrice-Offs
Short-Term Incentives That are Directed toRetailers and Wholesalers.
Trade-PromotionObjectives
Trade-PromotionTools
PatronageRewards
PatronageRewards
Push MoneyPush Money
DiscountsDiscounts
PremiumsPremiums
Displays
Persuade Retailers or
Wholesalers to Carry a Brand
Persuade Retailers orWholesalers to Carry a Brand
Give a Brand Shelf SpaceGive a Brand Shelf Space
Promote a Brand inAdvertising
Promote a Brand inAdvertising
Push a Brand to ConsumersPush a Brand to Consumers
-
8/7/2019 SP DM
15/94
Business - Promotion ToolsBusiness - Promotion Tools
Short-Term Incentives That are Directed to
Industrial Customers.
Business-PromotionObjectives
Business-Promotion Tools
Generate Business LeadsGenerate Business Leads
Stimulate PurchasesStimulate Purchases
Reward CustomersReward Customers
Motivate SalespeopleMotivate Salespeople
ConventionsConventions
Trade ShowsTrade Shows
Sales ContestsSales Contests
-
8/7/2019 SP DM
16/94
Sales-force Promotion:Bonuses, Contest andRallies . Best salesman of the YearAward Trip to Europe or USfor best performers.
-
8/7/2019 SP DM
17/94
Decide on the Size of the IncentiveDecide on the Size of the Incentive
Set Conditions for ParticipationSet Conditions for Participation
Evaluate the ProgramEvaluate the Program
Determine How to Promote andDistribute the Promotion Program
Determine How to Promote andDistribute the Promotion Program
Determine the Length of the ProgramDetermine the Length of the Program
Developing the Sales Promotion
Program
Developing the Sales Promotion
Program
-
8/7/2019 SP DM
18/94
Sales Promotions
Sales promotion spurs action
and must complementadvertising
-
8/7/2019 SP DM
19/94
Sales Promotion
An extra incentive to buy
An acceleration tool
Targeted to different parties
An inducement to intermediaries
A direct inducement that offers an extra
value or incentive for the product to thesales force, distributors, or the ultimate
consumer with the primary objective of
creating an immediate sale.
A direct inducement that offers an extra
value or incentive for the product to thesales force, distributors, or the ultimate
consumer with the primary objective of
creating an immediate sale.
-
8/7/2019 SP DM
20/94
Reasons for Increase in SalesPromotion
Growing Power of Retailers
Declining Brand Loyalty
Increased Promotional Sensitivity
Brand Proliferation
Fragmentation of Consumer Markets
Short-Term Focus
Increased AccountabilityCompetition
Clutter
-
8/7/2019 SP DM
21/94
Sales Promotion Uses
Introduce new products by encouraging trial andrepurchase
Get existing customers to buy more
Attract new customers
Defend current customers
Maintain sales in off season
Target a specific market segment
Enhance IMC efforts and build brand equity (brandcan cheapen if SP is not designed to reinforce
the brand positioning)
If advertising spends are reduced to increase SalesPromotions it can erode brand franchise andimage (commodity / parity product image)
-
8/7/2019 SP DM
22/94
Frequency programs
Sales Promotion Vehicles
Consumer-Oriented
Samples
Coupons
Premiums
Contests/sweepstakes
Refunds/rebates
Bonus packs
Price-off deals
Event marketing
Trade-Oriented
Contests, dealer incentives
Trade allowances
Point-of-purchase displays
Training programs
Trade shows
Cooperative advertising
-
8/7/2019 SP DM
23/94
Objectives of Consumer-Oriented Sales Promotion
To Obtain Trial and Repurchase
To Increase Consumption of anEstablished Brand
To Defend (Maintain) CurrentCustomers
To Target a Specific Segment
Enhance IMC programs and buildbrand equity
-
8/7/2019 SP DM
24/94
Advantages and Limitations ofCoupons
Advantages: Appeal to price
sensitive consumer
Can offer price break
without retailers coop
Can be effective way
to induce trial of new ofexisting products
Can be a way to defend
market share andencourage repurchase
Disadvantages Difficult to determine
how many consumerswill use coupons andwhen
Coupons are often usedby loyal consumers whomay purchase anyway
Declining redemptionrates and high costs of
couponing Misredemption and
fraud
-
8/7/2019 SP DM
25/94
Distribution of Coupons
Through ads, DM / press / on-pack and also by the scanner tocompetitive brand users
Coupon ads should - Reinforce the positioning - highlight brand strength and key benefits
emphasised in the ad
Be convenient to clip, show package prominently and have the
mandatory legal copy Placed in /on packto build repeat purchase & loyalty
Placed on other products Cross-ruff to attract newcustomers
DM coupons are more targeted, have higher redemption
Scanner dispensed coupons attract other brand users
Cash rebates (on durables) on proof of purchase
-
8/7/2019 SP DM
26/94
Coupon Fraud
Consumers redeem withoutpurchase
Clerks and staff exchange forcash
Managers/owners redeemwithout sale
Criminals collect or counterfeitand sell
-
8/7/2019 SP DM
27/94
Coupon Trends
Major companies cutting back onuse of coupons
Searching for more effectivecoupon techniques
More use of internet fordistribution
-
8/7/2019 SP DM
28/94
Sampling
Sampling works best when:
The products are of relatively low unit value, so
samples dont cost much The purchase cycle is relatively short so the
consumer can purchase in a relatively short timeperiod
The products are divisible and can be brokeninto small sizes that can reflect the productsfeatures and benefits
There is enough quantity for the consumer totry a product, (but keep packaging & mailing
expenses down)
Providing consumer with some
quantity of a product for no chargeto induce trial
-
8/7/2019 SP DM
29/94
Sampling Methods
Door-to-door
Direct mail
In-store sampling
Cross-product samplingWith newspaper or magazine
Through the internet
Sampling is more effective after an introductory
set of ads giving a toll free number to call forsamples
-
8/7/2019 SP DM
30/94
Premiums
Two types of premiums: (in pack / mailed onproof of purchase at no cost)
Free premiums -
only require purchase of the product
Self-liquidating premiums -
require consumer to pay some or all of the cost of the
premium Reinforces brand image
Builds repeat purchase / brand loyalty
Premium an offer of an item of
merchandiseor service either free or at a low
cost that
is an extra incentive for customers
-
8/7/2019 SP DM
31/94
Contests and Sweepstakes
Contest a promotion whereconsumers compete for prizes or
money on the basis of skills or
ability. Winners are determined byjudging entries or ascertaining which
entry comes closes to some
predetermined criteria
Sweepstakes/games a promotionwhere winners are determined purely by
chance and cannot require a proof ofpurchase as a condition for entry.
Winners are determined
by random selection from the pool of
entries or generation
orce brands advertising platformif appropriat
-
8/7/2019 SP DM
32/94
Other Popular Consumer SalesPromotion Tools
Price packs offer lower price than usual orgreater quantity than usualBonus Packs For value enhancing items more
quantity packs are better than price-offspromotions
Price-off deals - Induces switching and reinforces
loyalty
Refunds and Rebates
Event marketing
Frequency/loyalty programs
Subsidised financing / Reduced EMI incentive for durables
-
8/7/2019 SP DM
33/94
N f hi B ildi ( FB)
-
8/7/2019 SP DM
34/94
Nonfranchise-Building (non-FB)Promotions
Non-FB Promotions May Include Price-off deals Bonus packs Rebates or refunds
Non-FB Promotions shortcomings Trade promotions benefits may not reach customers Customers may buy on the basis of price rather than
brand equity Do not encourage the development of brand loyalty
Nonfranchise-building promotions -Accelerate the purchase decisionprocess and generate an immediatesales increase but do not contribute to
the building of brand identify and image
-
8/7/2019 SP DM
35/94
Trade-Oriented Sales PromotionObjectives
Obtain Distribution of New Products
Maintain Trade Support for Existing Products
Encourage Retailers to Display and Promote ExistingBrand
Build Retail Inventories Stock and buy more stocks Move goods from warehouse to shelf
Can erode brand franchise & image if advertising spendsare reduced (commodity / parity product image) or is
not brand enhancing
Types of Trade Oriented
-
8/7/2019 SP DM
36/94
Types of Trade-OrientedPromotions
Contests and IncentivesTrade Allowances
Buying Allowances
Promotional Allowances
Slotting Allowances
Point-of-Purchase Displays
Sales Training Programs
Trade ShowsCooperative Advertising
-
8/7/2019 SP DM
37/94
Trade Allowances
Off-invoice / buying allowance
Count-recount allowances
Billback allowances
Display allowances in-ad grocer coupon
Slotting and facing allowances
Trade inventory financing and delayed
billing Sweepstakes, contests, etc for retail sales
people
-
8/7/2019 SP DM
38/94
Trade Allowances
Off-invoice or buying allowance - % price-cutapplied to volumes purchased during promotionalperiod. (Free goods may be offered instead)Applies Push pressure to sell stocks picked-up
Count-recount allowances for shifting thestocks from the warehouse to the shelf Pressure to pass the price cut to the consumer
Billback allowances allowance paid if certainperformance criteria is met For Displays Ads in retailer publications etc
Display allowances - to display productsprominently Time pressed customers pick up brands made salient
this way
-
8/7/2019 SP DM
39/94
Trade Allowances
In-ad grocer coupon - in the retailerscircular. Co pays for coupon face-value &handling costs
Slotting & facing allowances one time feepaid to place new brand on shelf to cover costof space, admn. & risk
Trade inventory financing & delayed
billing - used for durables reduced ratefinancing / delayed billing
Sweepstakes, contests for retail salespeople. Timed to run along with sales promos
-
8/7/2019 SP DM
40/94
Problems with TradeAllowances
Marketers expect that the savings will be passed onto the consumer in the form of lower prices.However, the trade members often pocketdiscounts
Two practices that are particularly bothersome forward buying
and diverting
To deal with these trade problems, companieshave adopted a policy of
Everyday Low Pricing (EDLP) the list price is loweredand trade promotional allowances are reduced /eliminated
-
8/7/2019 SP DM
41/94
Promotion Targeted to ResellerSalespeople
Product or program sales Selling a specific number of cases Selling a specific number of units Selling a specific number of promotional programs
New account placements Number of new accounts opened Number of new accounts ordering a minimum amount Promotional programs placed in new accounts
Merchandising efforts Establishing promotional programs Placing display racks, counter and other p-o-p displays
-
8/7/2019 SP DM
42/94
Types of CooperativeAdvertising
Horizontal cooperate advertising
Ingredient-sponsored cooperativeadvertising
Vertical cooperative advertising
-
8/7/2019 SP DM
43/94
Retailerspromotions
Consumer Promotions used byretailers to
clear inventory out of style, slow
moving, shelf-unstable products
C F hi B ildi
-
8/7/2019 SP DM
44/94
CFB Promotional Objectives
Communicate distinctive brand attributesDevelop and reinforce brand identity that is
consistent with the image of the brand
Build long-term brand preference
Encourage repeat purchase and long-termpatronage
Engage active consumer involvement
Consumer Franchise-Building(CFB) Promotions
Consumer Franchise BuildingPromotions Communicate distinctive
brand attributes and contribute to the
development and reinforcement of
brand identity and image
Nonfranchise Building(non FB)
-
8/7/2019 SP DM
45/94
Nonfranchise-Building(non-FB)Promotions
Non-FB Promotions May Include
Price-off deals Bonus packs Rebates or refunds
Non-FB Promotions shortcomings Trade promotions benefits may not reach
customers Customers may buy on the basis of price rather
than brand equity Do not encourage the development of brand
loyalty
Nonfranchise-building promotions -Accelerate the purchase decisionprocess and generate an immediatesales increase but do not contribute tothe building of brand identify and image
Th S l P ti
-
8/7/2019 SP DM
46/94
AllOth
ers
MaintainPromotions
MaintainPromotions
Cut BackPromotions
Cut BackPromotions
Our Firm
We losemarket share
Same marketshare, profits
stay low
Higher profitsfor everyone
We gain inmarket share
The Sales PromotionDilemma
-
8/7/2019 SP DM
47/94
Evaluation and Risks
Consumer Promotions Advtg and SP play a complementary role
and when run in tandem they yieldpowerful synergies
Delivers additional brand value and
Induces trial & repeat purchase
Breaks through clutter
SP can hurt the image of the brand equity if run in isolation of advertising
if poorly designed
if protracted - particularly true for highlyinvolvement, image & feeling products
-
8/7/2019 SP DM
48/94
Evaluation-Risks
Trade Promotions Advtg. Campaign, Consumer SP and TP
if run in tandem yield powerful
synergies
TP erode brand franchise and image
leading to less leverage with the trade Because of less ad spend If promos are not brand enhancing
Coordinating Sales Promotion
-
8/7/2019 SP DM
49/94
Coordinating Sales PromotionWith Other IMC Elements
Budget allocation - It depends on the promotional objectives of the campaign
the market and competitive situation
the brands stage in its life cycle
Media support and timing
Coordination of ad and promotion themes
Measuring effectiveness
Various IMC elements such asadvertising, direct marketing, Internet
and personal selling efforts need to be
coordinated with sales promotion to
create a synergistic effect. Must
consider:
-
8/7/2019 SP DM
50/94
-
8/7/2019 SP DM
51/94
-
8/7/2019 SP DM
52/94
Direct Marketing
-
8/7/2019 SP DM
53/94
13-53
Direct Marketing
Direct marketing consists of directconnections with carefully targetedindividual consumers to both obtain an
immediate response and cultivatelasting customer relationships.
-
8/7/2019 SP DM
54/94
13-54
The New Direct-Marketing Model
Some firms use direct marketing as asupplemental medium.
For many companies, direct
marketing constitutes a new andcomplete model for doing business.
Some firms employ the direct modelas their onlyapproach.
Some see this as the new marketingmodel of the next millennium.
-
8/7/2019 SP DM
55/94
Benefits of Direct Marketing
Benefits to Buyers:
Convenient
Easy to usePrivate
Ready access to products
and information
Immediate and interactive
Benefits of Direct Marketing
-
8/7/2019 SP DM
56/94
13-56
Benefits of Direct Marketing
Benefits to Sellers:
Powerful tool for building customerrelationships
Can target small groups orindividuals
Can tailor offers to individual needs Can be timed to reach prospects at
just the right moment
Gives access to buyers they could
not reach through other channels Offers a low-cost, efficient way to
reach markets
-
8/7/2019 SP DM
57/94
13-57
Customer Databases
An organized collection of comprehensive dataabout individual customers or prospects, includinggeographic, demographic, psychographic, andbehavioral data.
Databases can be used to identify prospects, tailorproducts, and maintain customer relationships
Database marketing requires substantialinvestment in hardware, software, personnel
F f Di t M k ti
-
8/7/2019 SP DM
58/94
13-58
Forms of Direct Marketing
Direct-Mail Marketing
-
8/7/2019 SP DM
59/94
13-59
Direct-Mail Marketing
Involves sending an offer,
announcement, reminder, or otheritem to a person at a particularaddress.
Accounts for a high proportion ofdirect-marketing sales.
Permits high target-market selectivity.
Personal and flexible. Easy to measure results.
-
8/7/2019 SP DM
60/94
13-60
Catalog Marketing
With the Internet, more and morecatalogs going electronic.
Print catalogs still the primary
medium.
Harder to attract new customers withInternet catalogs.
-
8/7/2019 SP DM
61/94
13-61
Direct-Response TV Marketing
Direct-Response Advertising
Infomercials
Home Shopping Channels
-
8/7/2019 SP DM
62/94
13-62
Integrated Direct-Marketing
The use of carefullycoordinated multiple-media,multiple-stage campaigns.
Public Policy and Ethical Issues in
-
8/7/2019 SP DM
63/94
13-63
Public Policy and Ethical Issues inDirect Marketing
Irritation to Consumers
Taking unfair advantage of impulsive
or less sophisticated buyers
Targeting TV-addicted shoppers
Deception, Fraud
Invasion of Privacy
-
8/7/2019 SP DM
64/94
Direct Marketing
End
15 - 64
Creating a Public Relations Plan
-
8/7/2019 SP DM
65/94
Creatinga
PR Plan
Creatinga
PR Plan
Creating a Public Relations Plan
-
8/7/2019 SP DM
66/94
Do these sound familiar?Do these sound familiar?
1. We notified everybody. Wesent a letter/memo out.
2. We tried some PR. We mailed
a press release Press kit.
3. Communication? Our newsletter
goes to over 50,000 people.4. Publicity? Lets do a public
service announcement.
5. Marketing: Weve distributed
over one Kazillion brochures!
Do these sound familiar?Do these sound familiar?
Creating a Public Relations Plan
-
8/7/2019 SP DM
67/94
ResearchResearch
Questions to ask
-
8/7/2019 SP DM
68/94
Questions to ask
What makes your business unique?
How do people find out about your business? Do people perceive your business differently than you
perceive your business? Why? Why do users choose your business? Why do they
choose your competitor?
What are the values, lifestyles, interests of yourcustomers? What to they do for a living? Educationallevel? Are they happy? Disappointed?
Who are you communicating with the most? Whoshould you be communicating and relating with more?
Who is critical to your success? Why? How close areyou to them?
Creating a Public Relations Plan
-
8/7/2019 SP DM
69/94
Analysis
&Planning
Analysis
&Planning
Analyze data generated from
-
8/7/2019 SP DM
70/94
questions or other collectioninstruments and develop a
planGOAL: To impact attitude, opinion,
behavior or action
FOCUS ON WHAT THE CUSTOMERVALUESIMPLEMENT STRATEGY: Best way to reach,
move, influence target audience
-
8/7/2019 SP DM
71/94
Keep it personal; focus on opinion leaders
Segment! Segment! Segment!
Expand involvement in your business throughadvisory groups, sub-committees
Use community and local resources
Try something new! Explore ways to makenew technology more intimate
Use several channels to reach each audience
-
8/7/2019 SP DM
72/94
bli l i d
-
8/7/2019 SP DM
73/94
Public Relations Ideas
Student recognition award, bulletinboards, newspapers, etc.
Senior ID cards free admission to events
Adopt a student
Open House have students and parentspresent
Evening Meals business and professionalleaders
Parent conferences
P bli R l i Id
-
8/7/2019 SP DM
74/94
Public Relations IdeasOpen shop possible one night per
weekPerforming student groups
Computerized assignment system
Shadow a studentOutside marquee
Letters to parents honor rolls
Publish Honor Rolls in newspapersGood conduct awards
P bli R l i Id
-
8/7/2019 SP DM
75/94
Public Relations Ideas
Good news cards hand out to parents atevening meeting
Booster club meetings after ball games
Grandparents Day
Flowers to mothers on mothers day
Awards assemblies
Citizenship and Good Deeds day
P bli R l ti Id
-
8/7/2019 SP DM
76/94
Public Relations Ideas
Announce student birthdays overmorning intercom
School picnic invite parents in forspecial activities
Students seen doing something goodMini-school for parents entire day
follow the schedule of their children
Senior citizen Thanksgiving dinner
Senior citizen Pen-Pal club
P bli R l ti Id
-
8/7/2019 SP DM
77/94
Public Relations Ideas
Positive phone calls from teachers
Career day
School page in local newspaper
School web page
Give out school email addresses to parents
Web-based grading and homework sites
Parent-Advisory Committee
Joining community organizations (Rotary clubetc.)
P bli R l ti Id
-
8/7/2019 SP DM
78/94
Public Relations Ideas
Speaking at community meetings(Homeowners Association meetings)
School renewal day
School-based enterprises
After-school day care
Opening the building after hours forcommunity use (scout meetings,computer lab use, library use)
Creating a Public Relations Plan
-
8/7/2019 SP DM
79/94
CommunicationCommunication
Hierarchy of Effective Communication
-
8/7/2019 SP DM
80/94
1. One-to-one, face to face
2. Small group discussion/meeting
3. Speaking before a medium-sized groups4. Phone conversation
5. Hand-written, personal note
6. Typewritten, personal letter not generated by computer
7. Computer generated personal letter
8. Mass-produced, non-personalized letter9. Brochure or pamphlet sent out as a direct mail piece
10. Article in organizational newsletter, magazine, posters, etc.
11. New carried in popular press
12. Advertising in newspapers, radio, TV, magazines, posters, etc.
13. Other less effective forms of communication (billboards,skywriters, pens, give-aways, etc.)
It is the responsibility of an
-
8/7/2019 SP DM
81/94
It is the responsibility of aneffective public relations
plan to forcecommunication up theladder of effectiveness,striving constantly to
narrow the audience to amanageable size, and todeliver the message on a
one-to-one basis
Fredrick Volkman, Washington UniversiFredrick Volkman, Washington Universi
Creating a Public Relations Plan
-
8/7/2019 SP DM
82/94
EvaluationEvaluation
-
8/7/2019 SP DM
83/94
Avoid
-
8/7/2019 SP DM
84/94
Avoid
Not using data in making decisionsNot reporting information; or not
developing reports that encourage
other to use informationMisinformation
Forgetting to tell people how to usethe information you collect ordiscover
Public Relations
-
8/7/2019 SP DM
85/94
SummarySummary
Public Relations
-
8/7/2019 SP DM
86/94
EssentialsEffective PR & Marketing means building
relationshipsIt is better to have many people involved in
your PR plan, understanding that efficiencymay suffer some, than to have one person do
everything perfectlyIf your PR & Marketing program isnt tied toyour organizations critical issues, you aregoing about it the wrong way
The best way to kill a bad product is toadvertise it
-
8/7/2019 SP DM
87/94
Ambush Marketing
15 - 87
What is Ambush
-
8/7/2019 SP DM
88/94
What is AmbushMarketing?
Generally defined as: marketing and promotional activities
that:
seek an association with a sponsoredevent
without the authorization or consent of the
organizer of the event or sponsor, and without paying the requisite fee
-
8/7/2019 SP DM
89/94
ambush marketing?
Goal: to misappropriate or capitalize on the goodwill and
popularity of the sponsored event
intentionally confuse the public into thinking that the
ambush marketer is the official sponsor of the eventto deflect some attention away from the competing
sponsors
to reduce the effectiveness of their communication
while also undermining the value and the quality of the
sponsorship opportunity that was sold
Ambush Marketing?
-
8/7/2019 SP DM
90/94
Ambush Marketing?
The result:
consumers may be confused as to who is the
official sponsor of the event
ambush marketing may impact negatively onsponsorship rights
Therefore:
sponsors seek some guarantee from theorganizer of the event that offenders will be
pursued (in the sponsorship agreement)
Forms ambush
-
8/7/2019 SP DM
91/94
marketing Simultaneous promotions (for example:
sample/free product distribution at
sponsored event, billboard advertising or
flying blimp with advertisers mark over
venue) Purchase of sub-category rights (for
example: broadcast rights purchased
from a TV network from marketers who
are not official sponsors of the event forthe duration of the sponsored event)
Laws How did it work?
-
8/7/2019 SP DM
92/94
Laws: How did it work?
No Olympic Pizza or Cake on salein Turin
No fly zone over sports venues Bar Olympic (pub in central
location) had to cover the logo
Same obligation for a sportsapparel and equipment shop
Special Teams
-
8/7/2019 SP DM
93/94
Special Teams
How did it work?
-
8/7/2019 SP DM
94/94
How did it work?
Despite huge efforts some teams run afoul
Logo on the helmet, duly covered