Marketing

Communication Mix
Public Relations and Publicity

Presented To: - Presented By: -

Prof. Meeta Munshi Valay Chhaya (7)
Krutarth Gandhi (11)
Srushti Mehta (21)
Darpan Mittal (22)
Shruti Nair (26)
Modes of Communication
• Advertising
• Sales Promotion
• Events and Experiences
• Public Relations and Publicity
• Direct Marketing
• Interactive Marketing
• Word-of-Mouth Marketing
• Personal Selling
Public Relations and Publicity
• Public Relations: Manage successful relation with its key public.
• Functions: Press Relations, Product Publicity, Corporate
Communications, Lobbying, Counseling.
• Marketing Public Relations (Earlier- Publicity): Functions:
– Launching new products
– Repositioning mature product
– Building interest in a product category
– Influencing specific target groups
– Defending products that have encountered public problems
– Building Corporate image in a way that reflects favorably on its
products
Tools in MPR
• Publications
• Events
• Sponsorships
• News
• Speeches
• Public Service Activities
• Identity Media
Google Video
• Google Video Germany used a billboard imitating a real-life
video player that captures the life as it happens.
• The see-through billboards had a typical Google Video Player
layout.
• When you look at the billboard, you see the people, traffic and
whatever is on the other side as if it were being played inside
the Google player.

• Target Audience: Internet users in Germany. A brilliant

example of Guerrilla Campaign.

• Objective: The tagline in the billboard was "any film you can
imagine“- encouraged people to search for videos and to
upload their own videos.

• AdFreak had an interesting explanation for the unusual idea:

the see-through billboards suggest "that online video presents
life in all its glorious randomness".
Zappos on Twitter
• The reason why Zappos stands out on Twitter is because of their
ability to bring the company to life. The Zappos CEO has lent his
personality to the company brand, a personality that is friendly,
helpful, funny, and trustworthy.
• They use Twitter to highlight interesting facts, and to talk to their
consumers. Talking to Zappos is like talking to a friend that
happens to sell shoes.

• Target Audience: Majorly the Twitter users.

• Objective: The major objective was to reach to each and every

corner of the globe, cater customers and build a very friendly
brand image.

• As a result of this PR activity, they were cater to customer

from……………………………………..
The Faceless
Phenomenon…
(Lotus Car)
• Faceless people appeared at major events.
• Caused stir among media and public.

• Target Audience: People wanting to stand out from the

regular crowd. Thriving for identity.

• Objective: Drum up interest for its new car, Eagle.

• The Faceless People wore Lotus badges and the website

www.facelesspeople.com was Lotus branded.
• Registered email address of the users so that they could be
contacted when 'True Character' emerged in 18 days time.
• There was so much Faceless People coverage and so little
realisation that the Faceless people were part of a clever
marketing rather than a political statement or art!
Sound of Music..
• 200 dancers infiltrated amongst the travelers in the central
hall of the station of Antwerp, Belgium.
• When a modern version of The Sound of Music hit “Do Re Mi”
came through the speakers, a couple of them started to dance
to the music.
• Gradually, more and more dancers, disguised as commuters,
joined them until the entire hall was packed with a dancing
crowd.

• Target Audience: The commuters at the station who could

further publicize the stunt. Moreover channels like you tube
got 20,000,000 hits for the video.

• Objective: The Flemish commercial television station VTM

wanted to announce their newest reality television program
“Op zoek naar Maria”, in which they intended to find an
actress to play the leading role in the musical version of The
Sound of Music.
Conclusion
• Its contribution is difficult to measure as it used along with
other promotional tools.
• Used by companies, celebrities, NGOs.

• Less expensive – can affect public awareness at fraction of the

cost of advertising.
• Considered much more credible.

• Possibility of a negative publicity – Top Gear in Mexico.

• Idea, Timing, Place, Content.

Bibliography
• Google Video
• http://googlesystem.blogspot.com/2006/09/google-video-special-
promotion.html

• Zappos on Twitter
• http://www.readwriteweb.com/archives/zappos_twitter.php

• The Faceless phenomenon (Lotus Car)

• http://www.buzzfeed.com/peggy/faceless-
people/weird_faceless_people_showing_up_around_london_lotus
_car_promotion

• Sound of Music
• http://www.zimbio.com/Co+Stompe/articles/12/Op+zoek+naar+M
aria+Dans+het+Centraal+Station
Thank You