PUBLIC RELATIONS,

PUBLICITY, AND
CORPORATE ADVERTISING
Chapter - 12
2 Public Relations

Integrated Marketing Communication Wednesday, December 8, 2021

 The Traditional Definition of PR
3

The management function which evaluates public

attitudes, identifies the policies and procedures of
an organization with the public interest, and
executes a program of action (and communication)
to earn public understanding and acceptance.

Integrated Marketing Communication Wednesday, December 8, 2021

 The Traditional Definition of PR
4

In this definition, public relations require a series of

stages, including:
1.The determination and evaluation of public attitudes.

2.The identification of policies and procedures of an

organization with a public interest.
3.The development and execution of a communications
program designed to bring about public understanding
and acceptance.
This process does not occur all at once. An effective
public relations program continues over months or even
years.

Integrated Marketing Communication Wednesday, December 8, 2021

 Establishing a PR Plan
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A four-step process for developing a public relations

plan:
1.Define public relations problems;

2.Plan and program;

3.Take action and communicate; and

4.Evaluate the program.

The questions below and the four-step planning

process tie in with the promotional planning process
stressed throughout this text.

Integrated Marketing Communication Wednesday, December 8, 2021

 Ten Questions for Evaluating Public
Relations Plans
6

1. Does the plan reflect a thorough understanding

of the company’s business situation?
2. Has the PR program made good use of research
and background sources?
3. Does the plan include full analysis of recent
editorial coverage?
4. Do the PR people fully understand the product’s
strengths and weaknesses?
5. Does the PR program describe several cogent,
relevant conclusions from the research?
Integrated Marketing Communication Wednesday, December 8, 2021
 Ten Questions for Evaluating Public
Relations Plans (cont.)
7

6. Are the program objectives specific and measurable?

7. Does the program clearly describe what the PR
activity will be and how it will benefit the company?
8. Does the program describe how its results will be
measured?
9. Do the research, objectives, activities, and
evaluations tie together?
10. Has the PR department communicated with
marketing throughout the development of the
program?

Integrated Marketing Communication Wednesday, December 8, 2021

8 Personal Selling

Integrated Marketing Communication Wednesday, December 8, 2021

 Personal Selling
9

Personal selling involves selling through a person-

to-person communications process. The emphasis
placed on personal selling varies from firm to firm
depending on a variety of factors, including the
nature of the product or service being marketed,
size of the organization, and type of industry.
Personal selling often plays the dominant role in
industrial firms, while in other firms, such as makers
of low-priced consumer nondurable goods, its role is
minimized.

Integrated Marketing Communication Wednesday, December 8, 2021

 Determining the Role of Personal Selling
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 What specific information must be exchanged

between the firm and potential customers?
 What are the alternative ways to carry out these
communications objectives?
 How effective is each alternative in carrying out
the needed exchange?
 How cost effective is each alternative?

Integrated Marketing Communication Wednesday, December 8, 2021

 Personal Selling Responsibilities
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 Locating prospective customers: The process of

locating new customers involves the search for and
qualification of prospective customers.
 Determining customers’ needs and wants: At this
stage, the salesperson gathers more information on
the prospect and decides the best way to approach
him or her.
 Recommending a way to satisfy the customers’
needs and wants: Here the salesperson recommends
a possible solution to the problem and/or needs of the
potential customer.
Integrated Marketing Communication Wednesday, December 8, 2021
 Personal Selling Responsibilities
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 Demonstrating the capabilities of the firm and its

products: At this stage, the salesperson demonstrates
the capabilities of the firm and shows the prospect
why that firm is the obvious choice.
 Closing the sale: The key ingredient in any sales
presentation is the close—getting the prospect’s
commitment.
 Following up and servicing the account: The
responsibilities of the sales force do not end once the
sale has been made. It is much easier to keep existing
customers than to attract new ones.
Integrated Marketing Communication Wednesday, December 8, 2021
 Ten Traits of Effective Sales
13
People
1. Ego strength
2. sense of urgency
3. Ego Drive
4. Assertiveness
5. Willingness to take Risk
6. Sociable
7. Abstract Reasoning
8. Skepticism
9. Creativity
10. Empathy

Integrated Marketing Communication Wednesday, December 8, 2021

 Advantages of Personal Selling
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 Allowing for Two-way Interaction: The ability to interact with the

receiver allows the sender to determine the impact of the message.
 Tailoring of the Message: Because of the direct interaction, messages
can be tailored to the receiver.
 Lack of Distraction: In many personal selling situations, a one-to-one
presentation is conducted. The likelihood of distractions is minimized
and the buyer is generally paying close attention to the sales message.
 Involvement in the Decision Process: Through consultative selling and
relationship marketing, the seller becomes more of a partner in the
buying decision process, acting in conjunction with the buyer to solve
problems.
 Source of Research Information: In a well-integrated marketing/sales
department the sales force can be the “eyes and ears” of the firm.

Integrated Marketing Communication Wednesday, December 8, 2021

 Disadvantages of Personal Selling
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 Inconsistent Messages: Earlier we stated that the ability to adapt the

message to the receiver is a distinct advantage of personal selling. But
the lack of a standardized message can become a disadvantage.
 Sales Force/Management Conflict: Unfortunately, there are situations
in even the best companies when one wonders if the sales staff and
marketing staff know they work for the same company and for the same
goals.
 High Cost: We discussed earlier the high cost of personal selling. As the
cost per sales call continues to climb, the marketer may find mass
communications a more cost-effective alternative.
 Poor Reach: Personal selling cannot reach as many members of the
target audience as other elements.
 Potential Ethical Problems: Because the manager does not have
complete control over the messages the salespeople communicate and
because income and advancement are often directly tied to sales,
sometimes sales reps bend the rules.

Integrated Marketing Communication Wednesday, December 8, 2021

 Buyer’s Likes and Dislikes about Sales People
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1. Knowledgeable: They want salespeople who know

products and policies thoroughly.
2. Empathy: They want salespeople who are interested
in them.
3. Well Organized: They want salespeople who come
prepared and do not waste their time.
4. Promptness: They expect quick replies to requests
for information, especially when a problem rears its
ugly head.
5. Follow-Through: They look for salespeople who will
follow through without continuous badgering.

Integrated Marketing Communication Wednesday, December 8, 2021

 Buyer’s Likes and Dislikes about Sales People
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6. Solutions: They want salespeople to present

innovative solutions to problems.
7. Punctuality: They expect salespeople to keep
appointments promptly and to let them know if they
will be late.
8. Hard Work: They appreciate salespeople who work
hard.
9. Energetic: They are impressed by a positive
attitude, enthusiasm, affability, consistency, and
flexibility.
10. Honesty: They want specifics instead of generalities.
They look for personal integrity
Integrated Marketing Communication Wednesday, December 8, 2021
 12 Ways of Advertisement to Sell More
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1. Save Sales Force Time

2. Save Lengthy Explanations
3. Visual Aids
4. Ego Boosters
5. Personal Refreshers
6. Clues To Prospects’ Interests
7. Prove A Point
8. Nudge Indecisive Prospects
9. Create Preference
10. Provide Follow-ups
11. Fight Lower-priced Competitors
12. Getting The Customer Into The Act

Integrated Marketing Communication Wednesday, December 8, 2021