IMC (CH4)

DEFINITION OF (PR)
- Public relations(PR)is a marketing tool,that isused to maintain goodwill
and reputation of the company and its product among people.

Characteristics Public relations Publicity

Meaning Public Relations is a Publicity refers to a public
marketing tool, that is relation function, that
used to maintain goodwill uses any communication
and reputation of the channel to convey news or
company and its product information about
among people. someone or something,
through media.
Control It is controlled by the It is not under the control
company. Content& of company. Content and
audience can be control audience cannot be
control
Form of communication Paid Communication Non-paid Communication
Purpose/ intends Public attention Public awareness
Nature Positive Positive or Negative
Type of PR & PBLCTY
- Media relation ( massage through media channel)
- Advertorials ( stories of reviews in newspaper)
- Newsletter ( print,emailed, inform new product and service)
- Business events (for business people to gain exposure for their
businesses)

ROLES OF PERSONAL SELLING

- Information providers
- Influencers through proximity
- Demonstrator

TYPES OF DIRECT MARKETING.

1. DIRECT MAIL/CATALOGS
2. TELEMARKETING
3. HOME SHOPPING
4. KIOSK MARKETING
5. MOBILE MARKETING

TYPES OF INTERNET OBJECTIVE

1. Create awareness
2. Generate interest
3. Disseminate information
4. Create an image
5. Create a strong brand
6. Stimulate trial
7. Create buzz
8. Gain recognition
TYPES OF PROMOTIONAL TOOLS ON INTERNET

 ADVERTISING
 SALES PROMOTION
 PERSONAL SELLING
 PUBLIC RELATION
 DIRECT MARKETING
 SOCIAL MEDIA MARKETING