Planning and Strategy

IMC
•
Some Basic Terms and Concepts
Media planning is the series of decisions involved in delivering the promotional
message to the prospective purchasers and/or users of the product or brand.
• The media plan is the guide for media selection. It requires development of specific
media objectives and specific media strategies (plans of action) designed to attain
these objectives. Once the decisions have been made and the objectives and
strategies formulated, this information is organized into the media plan.
• The medium is the general category of available delivery systems, which includes
broadcast media (like TV and radio), print media (like newspapers and magazines),
direct mail, outdoor advertising, and other support media. The media vehicle is the
specific carrier within a medium category. For example, TOI, HT, BW are print
vehicles; NDTV, CNBC, AIR-FM are broadcast vehicles. Specific decisions must be
made as to the value of each in delivering the message.
• Reach is a measure of the number of different audience members exposed at least
once to a media vehicle in a given period of time.
• Coverage refers to the potential audience that might receive the message through
a vehicle. Coverage relates to potential audience; reach refers to the actual
audience delivered.
• Frequency refers to the number of times the receiver is exposed to the media
vehicle in a specified period.
 The Changing Media Landscape
• A few predictions
– Traditional media budgets will not change for
years
– Traditional media will take on a different role, with
reduced budget share
– How consumers use media will never be the same
– Synergism/integration is the new model
 The Changing Media Landscape
• Traditional Media
- Television, radio, newspapers, magazines,
outdoor, direct mail
• Traditional but Different
– Public relations, product placements,
sponsorships, events
• New Media
– Internet/interactive, wireless, podcasts,
search ads, blogs, video games, branded content
 New Media
• Wireless—mobile phones, smartphones
• Branded content – programming developed to deliver a message
such as web-isodes or product integration
• Social Media (Facebook, Twitter, YouTube)
• Blogs- online information of specific content
• Video games – brands integrated into games or games created
for advertainment
• Paid Search - targeted ads appear when people type queries
into search engines such as Google. Advertisers bid for
placement.
 Factors Leading to Changes in
Media
• Consumers are busy and time crunched
• Multitasking becoming more prevalent
• New media options/media proliferation
• Changing lifestyles
• Technology developments/changes
• Media Fragmentation
• Consumer attitudes toward media
 Developing the Media Plan
Situation Marketing Creative
analysis strategy plan strategy plan

Setting media objectives

Determining media strategy

Selecting broad media classes

Selecting media within class

Media use decision Media use decision Media use decision

— broadcast — print — other media
Developing a Media Plan

Analyze the market

Establish media objectives

Develop/implement media strategy

Evaluate performance
 Using Index Numbers

Index Number
Percentage of users
in a demographic segment
Index = X 100
Percentage of population
in the same segment
Using the Brand Development
Index

Brand Development Index

Percentage of brand to total

sales in market
BDI = X 100
Percentage of total
population in market
Using the Category Development
Index

Category Development Index

Percentage of total product

category sales in market
CDI = X 100
Percentage of total
population in market
 Remember
BCG Matrix ?

Using BDI and CDI

 Media Objectives
Just as the situation analysis leads to establishment
of marketing and communications objectives, the
media situation analysis should lead to
determination of specific media objectives. The
media objectives are not ends in themselves. Rather,
they are designed to lead to the attainment of
communications and marketing objectives. Media
objectives are the goals for the media program and
should be limited to those that can be accomplished
through media strategies.
 Developing Media Strategies
• Criteria to consider during plan development
– The media mix
– Target market coverage
– Geographic coverage
– Scheduling
– Reach and frequency
– Urgency
– Creative aspects and mood
– Flexibility
– Budget considerations
 The Media Mix

• Selection considerations
– Objectives sought
– Product or service characteristics
– Budget
– Individual preferences
 Target Audience Coverage
Target Full Partial Coverage
Market Market Market Exceeding
Proportion Coverage Coverage Target Market

Population excluding target market

Target market
Media coverage
Media overexposure
 Scheduling Methods
Continuity

Flighting

Pulsing

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
 Reach and Frequency
A. Reach of One Program B. Reach of Two Programs

Total market Total market

audience reached audience reached

C. Duplicated Reach of Both D. Unduplicated Reach of Both

Total market reached Total reach less

with both shows duplicated shows
Marketing Factors Determining
Frequency
Marketing
Factors

Brand Brand Usage

Loyalty Share Cycle

Brand Share of Purchase Target

History Voice Cycles Group
 Message Factors Determining
Frequency
Message Message Complexity
or Creative
Factors Message Uniqueness

New vs. Continuing Campaigns

Image Versus Product Sell

Message Variation

Wearout

Advertising Units
 Media Factors Determining
Frequency
Clutter

Repeat
Scheduling
Exposure
Media
Factors
Editorial
Attentiveness
Environment
Number of
Media Used
 Creative Aspects and Mood
• Creative aspects
– Media may drive strategy, or strategy may drive
media
– Media and creative departments must work
closely together

• Mood
– Media can drive mood
– Media and vehicle image can carry over
to the message placed within them
Flexibility in Media Planning
Strategies
Market
Market threats
opportunities

Flexibility

Changes in
Availability of
media or media
media
vehicle
 Television Advantage and
AdvantagLeismitations
Mass coverage

High reach
Disadvantages
Sight, sound, motion
Low selectivity
High prestige
Short message life

Low cost per exposure High absolute cost

Attention getting High production cost

Favorable image Clutter

Radio Advantages and Limitations
Advantages
Local coverage

Low cost
Disadvantages
High frequency
Audio only
Flexible
Clutter

Low production cost Low attention getting

Well-segmented audience Fleeting message

 Magazines Advantages and
Limitations
Advantages
Segmentation potential

Quality reproduction
Disadvantages
High information content Long lead time for
ad placement

Longevity Visual only

Multiple readers Lack of flexibility

 Newspaper Advantages and
AdvantagesLimitations
High coverage

Low cost

Short lead time for Disadvantages

placing ads
Short life
Ads can be placed in
interest sections
Clutter
Timely (current ads)
Low attention getting
Reader controls exposure Poor reproduction quality

Can be used for coupons Selective reader exposure

 Outdoor Advantages and
Limitations
Disadvantages
Short exposure time

Short ads

Advantages
Poor image
Location specific
Local restrictions
High repetition

Easily noticed
 The Role of the Internet and
Social Media in the IMC Program
 Internet Communications Objectives

Create
Awareness

Generate
Stimulate Trial
Interest

Objectives

Create a Strong Disseminate

Brand Information

Create an Image

©
 The Website

Contact
Web Design
Issues Commerce

Connection
Construction
Communication
Communication
Content
Content
Community
Community
Customization
 Issues in Web Design and Customer Interface

Context Content

Site’s layout and design, Text, pictures, sound and video

Look and Feel that webpages contain

Commerce Community

Site’s capabilities to enable The ways sites enable

commercial transactions/ user-to-user communication
scheduling

Connection Customization

Degree site is linked to Site’s ability to self-tailor to

other sites different users or to allow users
to personalize the site
Communication

The ways sites enable

site-to-user communication or
two-way communication
Internet Sales Objectives- E-commerce

The direct selling

May be primary
of goods and
or secondary
services through
objective
the Internet
 E-Commerce on the Web

E-Commerce

Fast growth in
Rapid growth rates
“downloadable”
likely to continue
purchases

Both consumer and

business-to-business
Amazon has become the leading online
retailer
Integrating
Program the Internet into an IMC

Advertising

Sales Promotions

The Internet site

should be Personal Selling
integrated with:

Public Relations

Direct Marketing
Integrating
Advertising the Internet –
Web Ads – Cost Per
Paid Search
Impression

Behavioral
Paid Search/
Targeting
Behavioral Targeting

Internet Contextual Ads

Advertising
Has a Variety of
Forms: Rich Media

Additional Forms
 Internet Search Advertising
• Search Engine Marketing – the entire set of techniques
and strategies used to direct more visitors from search
engines to marketing web sites
• Paid Placement – Text only ads targeted to keyword search
results on search engines through programs such as
Google AdWords, Yahoo Search, or Microsoft Sites
(MSN/Windows Live). Sometimes referred to as Paid
Placement, Pay-per-click, Cost-per-click advertising
• SEO
• SMM
socia
l
medi
 Search Engine Marketing
• Behavioral Targeting – targeting online ads to consumers
based on their Web searching behavior
• Contextually Targeted Ads – Text ads targeted to the
content of web pages using programs such as Google
AdSense Placement of ads determined by content of the
web page where they are shown
• Organic Search Optimization – practice of using a range of
techniques to improve how well a site or page gets listed
in search engines for specific topics
Rich Media
“A broad range of interactive digital media that
exhibit dynamic motion, taking advantage of
enhanced sensory features such as video, audio,
and animation.”

Online Commercials

Video on Demand

Webisodes

Other Forms
Sales Promotions Are Common on
Websites
Nike Uses the Internet for Public
Relations

©
Direct Marketing and the Internet:
Direct Mail (Email)
Often used by
Highly targeted
catalogers

Direct Mail
(Email)

Attempts to reach
Relies on
those with specific
email lists
needs

©
 Social Media
• Online technologies and practices that
people use to share content, opinions,
insights, experiences, perspectives and
media themselves.
• Created, initiated, circulated and used by
consumers intent on educating one another
about products, brands, services, people
and issues
 Examples of Social Media
• Social networking web sites (MySpace, Facebook,
Twitter)
• Creativity works sharing sites
– Video (youtube), photos (Flickr), music (Jamendo)
• User-sponsored blogs (Cnet.com)
• Company sponsored blogs
• Company sponsored cause/help sites
• Business networking sites (Linkedin)
• Collaborative websites (Wikipedia)
• Commerce communities (ebay, Amazon)
Popular Social Media Sites on the
Internet
 Uses of Social Media in IMC Mix
• Enables companies to talk to their customers
• Way to engage customers (contests, online voting, online
games, submit ideas
• Enabling consumers to see others using a product
• Provide information to customers
• Enables customers to talk to one another as well as
companies
– Word-of-mouth
• Support causes that are important to consumers
• Excellent way to target specific types of consumers
Internet Marketing Promotion Strategies:

Design a user-friendly website

Optimize your site for search engines
Use email marketing or opt-in email campaigns
Write online press releases
Create a blog
Develop social media contests and campaigns
Direct Marketing
 Direct Marketing Defined

The total of activities by which the seller directs efforts to

a target audience using one or more media for the
purpose of soliciting a response by phone, mail, or
personal visit from a prospect or customer

TV Selling
Radio

Direct Mail
Telemarketing

Direct Selling Magazine and Newspaper

 Growth of Direct Marketing

Direct
Marketing Consumer
Syndicates Credit Cards

Growth of the Changing

Structure of
Internet Society

Changing
Structure of Technological
Markets Advances
Direct Marketing Combines With . . .

Advertising

Public
Internet Relations

Direct
Marketing
Support Personal
Media Selling
Sales
Promotions
A Comprehensive Consumer Database

Name Gender Occupation

Address/ Marital Transaction

Zip Code Status History

Telephone Family Promotion

Number Data History

Length of Inquiry
Education
Residence History

Unique
Age Income
Identifier
A Business-to-Business Database

Industrial Headquarters
Contact Info
Classification Location

Contact Size of Purchase

Title Business History

Telephone Promotion
Revenues
Number History
Source of
Number of Inquiry
order, inquiry,
Employees History
referral
Credit Time in Unique
History Business Identifier
Objectives of Database Marketing
Improve Selection of
Market Segments

Stimulate Repeat
Purchases

Objectives
Cross-selling Other
Products

Customer Relationship
Management
 Direct Marketing Strategies

One-Step Two-Step

• The medium is used • May use one medium

directly to obtain an to obtain inquiry and
order qualify prospect
• Often use toll free • Typically follow up
number phone orders with a second medium
and credit card payment to complete the sale
 Direct-Marketing Media

Infomercials Telemarketing

Print, catalogs Broadcast

Teleshopping TV Spots

Home
shopping Direct Mail
 Types of Direct Mail
All forms of advertising sent directly to
prospects through the Postal Service or through
private services

Catalogs Inclusions

Flyers Postcards

Folders Sales letters

Handbills Brochures
A Direct Response Print Ad
 Telemarketing

Outbound Inbound

Telephone calling by the Marketers facilitate and

marketer or marketer’s invite prospects to call a
agent to individual central location via a long
prospects, seeking distance number, by a toll-
purchase, subscription, free number, or a fixed-
membership, or cost number.
participation by the call
recipient.
Forms of Direct Selling

Repetitive
person-to-person

Nonrepetitive
person-to-person

Party Plans
Measuring Effectiveness

Cost per Inquiry (CPI)

Cost per Order (CPO)
 Direct Response Metrics
• Cost per inquiry = cost of media divided by the
number of inquires received (INR 10,000 ad that
generates 1,000 inquiries = INR 10 CPI
• Cost per order = cost of media divided by the
number of orders received (e.g., INR 10,000 ad
generating 200 orders = INR 50 CPO)
• Cost per point = cost of one household TV rating
point in a market
• Cost per thousand = cost to deliver 1,000 persons or
households. CPM calculated by dividing media cost
by audience size x1000
Direct Marketing Advantages

Selective reach

Segmentation capabilities

Frequency potential

Flexibility

Timing

Personalization

Costs

Measures of effectiveness
Direct Marketing Disadvantages

Accuracy

Image Content
factors support

Do Not Rising
Contact lists costs
Personal Selling
 Promoting Products
• Direct promotion
– Through advertising and promotion
– Direct-marketing efforts
– Dyadic communication allows for immediate
feedback and adjustment
– Plays critical role in industrial settings

• Indirect promotion
– Through resellers
– Through sales people
Stages of Personal Selling Evolution
Selling activity limited to
Provider
order-taking and delivery

Attempting to persuade customer

Persuader
to buy

Seeking out buyers perceived to

Prospector
have a need

Solving buyers’ identified

Problem-solver
problems to be met by goods

Seller determines buyer needs

Procreator
and fulfills them
New Roles for Salespeople

Surveying
Mapmaking
Guiding
Fire Starting
 Customer Relationship Marketing

• An organization’s effort to develop a link

with individual customers that is
• Long-term
• Cost effective
• Mutually beneficial
Factors in Keeping a Customer
Perceived
Price to Value
Proposition

Customer Product
Service Quality

Loyalty/
Product Depth of Reward
Uniqueness Product Line Program
 Salesperson Classifications
Assess situation, determine needs
Creative
Selling Present ability to satisfy needs

Get order

Order More casual role

Taking
Often involves straight rebuying

Essentially a support role

Missionary
Sales Build relationship or offer
information to decision influencer;
May not actually take orders
Personal Selling Responsibilities
Locate prospective customers

Determine customers’ needs and wants

Recommend a way to satisfy them

Demonstrate product capabilities

Close the sale

Follow up and service the account

 Traits of Effective Salespeople

Good
Reliable
Communicator

Relationship- Customer-
Responsive
oriented focused

Results- Problem
oriented Solver

Knowledgeable Professional Thorough

 Traits Buyers Like and Dislike
Desirable Objectionable

1. Knowledgeable 1. Unprepared
2. Empathizes 2. Uninformed
3. Well organized 3. Aggressive
4. Prompt 4. Undependable
5. Follows through 5. No follow through
6. Has solutions 6. Presumptive
7. Punctual 7. Walk-ins
8. Hard working 8. Gabbers
9.Energetic 9.Problem avoiders
10.Honest 10.Lack of respect
Pros and Cons of Personal Selling
Advantages Disadvantages
Two-way interaction Messages may be
with prospect inconsistent

Message can be Possible management-

tailored to recipient sales force conflict

Prospect isn't likely Cost is often

to be distracted extremely high

Seller involved in Reach may be

purchase decision very limited

Source of research Potential ethical

information problems
Personal Selling + Other Tools
Advertising

Public Relations

Personal
Selling Direct Marketing

Sales Promotion

The Internet
 Personal Selling + PR

Rep is often best source of PR

Representative of the organization

Involved in community

Creates goodwill
Personal Selling + Sales Promotion

Reseller
Sales
Promotion Consumer
Targets
Sales Force
 Characteristics Affecting
Performance
Strength of the field manager

Clear link between company

culture/values to sales strategies

Management processes that

drive performance
Consistent training
The courage to change
 Evaluating Personal Selling

Provision of
Follow-up
marketing
activities
intelligence

Attainment of
Program
communications
implementations
objectives
Quantitative Measures of Sales Results
Orders

Sales Volume

Margins
Quantitative
Measures
Customer Accounts

Sales Calls

Selling Expenses

Customer Service
Qualitative Measures of Sales
Results

Selling Skills

Sales Related
Activities
Sales Promotion
Sales Promotion

“A direct inducement that offers an extra

value or incentive for the product to the sales
force, distributors, or the ultimate consumer
with the primary objective of creating an
immediate sale.”

An extra A tool to
incentive to buy speed up sales

Targeted to
different parties
 Sales Promotion Vehicles
Consumer-Oriented Trade-Oriented
Samples Contests, dealer incentives

Coupons Trade allowances

Premiums Point-of-purchase displays

Contests/sweepstakes Training programs

Refunds/rebates Trade shows

Bonus packs
Packs Cooperative advertising

Price-off deals

Loyalty programs
Frequency programs

Event marketing
 Reasons for Increase in Sales Promotion
Growing power of retailers

Reasons Declining brand loyalty

Increased promotional sensitivity

Brand proliferation

Fragmentation of consumer markets

Short-term focus of marketers

Increased accountability

Competition

Clutter
 Consumer Franchise-Building (CFB)
Promotions
CFB Promotional
Objectives

Communicate Develop and

distinctive brand reinforce brand Build long-term
brand preference
attributes identity

CFB Techniques and

Practices

“Frequency” Contests and,

“Frequency” “Frequency” Premium offers
programs that sweepstakes
programs programsthat that reinforce the
encourage repeat increase
encourage repeat encourage brand image and
purchase and involvement and
purchase patronage loyalty help build equity
loyalty help build equity
©
 Nonfranchise-Building
Promotions (non-FB)
Non-FB Promotional
Objectives

Accelerate the Generate an

purchase decision immediate sales
process increase

Non-FB Promotions . . .

Do not identify Do not contribute to

unique brand brand identity or
features image
 Nonfranchise-Building (non-FB)
Promotions
Non-FB Promotions May
Include . . .

Price-off deals Bonus Rebates or

Bonus packs
refunds

Non-FB Promotions
Shortcomings

Trade promotions they do,

If they do, they
they Customers may
benefits may not may lead only to “buy price” rather
reach customers price reductions
price reductions than brand equity
 Objectives of Consumer-
Oriented Sales Promotion
To increase
consumption of
an established
brand

To defend
To obtain trial (maintain)
and purchase current
Objectives customers

Enhance IMC
To target a
efforts and build
specific segment
brand equity
 Sampling

Sampling Works Best

When

The purchase
The products are
cycle is
The products divisible and can
relatively short
are of relatively be broken into
so the
low unit value, small sizes that
consumer can
so samples can reflect the
purchase in a
don’t cost much products features
relatively short
and benefits
time period
 Sampling Methods
Door-to-door

Methods Direct mail

Central location distribution

In-store sampling

Cross-product sampling

Co-op package distribution

With newspaper/magazine

Event sampling

Internet sites
Coupons

The Nearly
oldest
st and 2640 billion
bi
most widely used distributed each
sales promotion tool year in the US

Coupons
80
percent of
consumers
use coupons and
25% use them regularly
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
 Premiums
Premium: an offer of an item of
merchandise or service either free or
at a low cost that is an extra
incentive for customers

Two Types of Premiums

Self-liquidating
Free Premiums: Premiums: require
Only require purchase consumer to pay some
of the product or all of the cost of the
premium
Contests and Sweepstakes

Contest: a promotion where consumers compete for

prizes or money on the basis of skills or ability. Winners
are determined by judging entries or ascertaining which
entry comes closes to some predetermined criteria

Sweepstakes/games: a promotion where winners are

determined purely by chance and cannot require a proof
of purchase as a condition for entry. Winners are chosen
by random selection from a pool of entries or generation
of a number to match those held by game entrants.
 Other Popular Consumer Sales
Promotion Tools

Bonus Packs

Refunds and
Other Price-off Deals
Rebates
Promotional
Tools

Frequency/
Event
Loyalty
Marketing
Programs
 Trade-Oriented Sales Promotion Objectives
Trade-oriented sales promotion is targeted to marketing intermediaries such as
wholesalers and retailers

Maintain trade
Obtain distribution of support for existing
new products products

Objectives

Encourage retailers
Build retail
to display
inventories
existing brands
 Types of Trade-Oriented
Promotions Manufacturers use a variety of trade
Contests and promotion tools as inducements for
Incentives wholesalers and retailers.

Buying
Trade Allowances Allowances
discount or deal to stock, promote or display manufacturer’s product

Point-of-Purchase Promotional
Displays Allowances
Sales Training
Programs Slotting
Allowances
Trade Shows retailers charge fees for a slot or position on shelf

Cooperative
Advertising
cost of advertising is shared by more than one
intermediary
 Promotion Agencies’ Shifting Role
Traditional New and Improved

Created tactics Creates strategy

Do single project Continuing service

Hired for specialty One full-service firm

Single
Single agency
agency contact
contact Agency
Agency team contact

Inferior to ad agency Equal to ad agency

Indirect accountability Directly accountable

©
The Sales Promotion Trap

1 2

3 4
Public Relations and Publicity

INTEGRATED MARCOM
ProfSG
 Public Relaions
• A versatile communications tool used by just about
every type of organisation
• Concerned with strategic management of information
to ensure that the firm achieves specific
communications goals.
• It is not always the case that positive publicity is the
outcome of a formally administered PR programme,
because it is often impossible to achieve a net positive
outcome.
• Often PR is used to mitigate or reduce the effects of
unfavourable publicity resulting from undesirable
events or crisis management scenarios.
• It can be used both within and outside the
organisation
– with the firm trying to communicate with a range of
external publics in order to create a positive
impression in people’s minds.
– as an internal marketing communications tool, i.e.
creating the correct spirit within firms and persuading
all staff to pull in the same direction in terms of
marketing effort.
• Particularly important for marketing policies
based on the concepts of long-term relationship
marketing.
 Publics
• The idea of publics is central to the art of managed PR.
• The 8 basic publics for PR are:
– i. The community at large
– ii. Employees
– iii. Customers-past, present and future
– iv. Suppliers of raw materials and services, other than
financial
– v. The money market
– vi. Distributors
– vii. Potential employees
– viii. Opinion leaders
 Publics
3 main types of public referred to in the definition are:
i. Internal publics:
• They include all those who belong to the company, for example
employees.
ii. External publics:
• These include those who already buy an organisation’s products (e.g.
current customers), those who might buy in future (e.g. prospects), and
those who could change the legal framework within which the
organisation currently operates (e.g. legislators).
iii. Intermediary publics:
• They are those people who are responsible for presenting and interpreting
information to external publics. They include those who work in the media
(e.g., journalists) and in other information processing roles in society (e.g.
teachers). Such people will be resentful at an attempt to manipulate them.
Hence, relationships with intermediary publics need to be developed over
the long-term, and with integrity, if they are to be successful.
2 key objectives for PR to achieve for an
organisation, which are:
• i. Generating high levels of awareness about
an organisation and its products among its
present and future customers
• ii. Building a favourable reputation and high
levels of goodwill for an organisation and its
products and activities among its various
publics
 MPR can contribute to the following
objectives:
• i. Build awareness
• ii. Build credibility
• iii. Stimulate the sales force and dealers
• iv. Hold down promotional costs
 Media used in Public Relations:
The various communicative media used for PR activity include:
i. Press releases:
• These are statements of the news, opinions and background information about issues (e.g.
new product launch) that an organisation wishes to see in the news media
ii. Newsletters and journals:
• These are publications produced on behalf of organisations, which contain material
favourable and/or complementary to the organisation’s activities
iii. Corporate gifts:
• These items, which include calendars, diaries, desk pads, etc., can be used to promote the
organisation’s corporate identity, by reinforcing recognition of a logo, organisation name, or
campaign slogan
iv. Exhibitions:
• While some organisations find. It worthwhile to maintain permanent displays which promote
a positive image of the organisation (even charging for admission in some cases), the vast
majority of exhibitions are temporary and/or mobile (e.g. supporting the launch of products
at a trade show)
v. Video and audio-visual presentations:
• These are particularly used when dealing with dealers, distributors and opinion formers
vi. Educational publications:
• Information presented impartially can prove to be excellent PR for an organisation (e.g. В-
school surveys by various magazines can be used by management institutes)
vii. Sponsorships:
• PR helps in sponsoring television programmes and events, aiming to generate goodwill by
supporting a ‘good cause’.
In order to achieve the above-mentioned objectives, PR performs various functions,
like:
Press relations:
It involves presenting news and information about the organisation in the most
positive light
Product publicity:
It sponsors efforts to publicise specific products
Corporate communication:
This promotes understanding of the organisation through external and internal
communications
Lobbying:
This deals with legislators and government officials to promote or defeat legislation
and regulation
Good PR companies that specialise in crisis management maintain very close links with
the powers that be.
Counseling:
Advising management about public issues and company positions and image, us
attitude includes advising in the event of a product mishap.
Thus public relation is one of the most effective promotional techniques and is a
respected one because of the third party endorsement and for its being non-paid. It is
one of the most essential aspects, which leads to an effective marketing.
In order to achieve the above-mentioned objectives, PR performs various functions,
like:
Press relations:
It involves presenting news and information about the organisation in the most
positive light
Product publicity:
It sponsors efforts to publicise specific products
Corporate communication:
This promotes understanding of the organisation through external and internal
communications
Lobbying:
This deals with legislators and government officials to promote or defeat legislation
and regulation
Good PR companies that specialise in crisis management maintain very close links with
the powers that be.
Counseling:
Advising management about public issues and company positions and image; advising
in the event of a product mishap.
Thus public relation is one of the most effective promotional techniques and is a
respected one because of the third party endorsement and for its being non-paid. It is
one of the most essential aspects, which leads to an effective marketing.
 The major tools in MPR are:
Publications:
• Companies rely on extensively on published materials to reach and influence their target markets.
These include annual reports, brochures, articles, company newsletters, magazines and
audiovisuals
Events:
• Companies can draw attention to new products or other company activities by arranging special
events like news conferences, seminars, exhibits, contests, anniversaries, sponsorship in sports and
cultural events
News:
• Create favourable new s about the company, its products and people. News generation requires
skill in developing a story concept, researching it and writing a press release.
Speeches:
• The speeches of Chairman or Managing Director of reputed company at their Annual General
Meetings (AGM) are one of widely used tools. The most prominent example is ITC and HLL.
Public service activities:
• Companies can build goodwill by contributing money and time to good causes
Cause related marketing:
• It addresses the social issues of the day by providing resources and funds, while focusing on the
marketing objectives of the company.
Identity media:
• Companies need a visual identity that the public immediately recognises. The visual identity is
carried by company logos, stationery, brochures, signs, business forms, business cards, buildings,
uniforms and dress codes.