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Copyright Copyright © 2001, Prentice Hall, Inc.© 2001, Prentice Hall, Inc.
CHAPTER 10CHAPTER 10
2Copyright ©2001 Prentice Hall, Inc.
What is…What is…
COMMUNICATIONSCROSS-TRAINING
COMMUNICATIONSCROSS-TRAINING
ntegratedntegrated
arketingarketing
ommunicationsommunications
3Copyright ©2001 Prentice Hall, Inc.
Let’s DiscussLet’s Discuss
Combines perspectives of marketing, Combines perspectives of marketing, advertising, sales promotion, and advertising, sales promotion, and public relationspublic relations
Approaches communications from Approaches communications from the customer’s perspectivethe customer’s perspective
Integrated Marketing CommunicationsIntegrated Marketing Communications
4Copyright ©2001 Prentice Hall, Inc.
START:
Map of the Cross-Training Process
100-Acre Wood
Understand the customer
Build good relationships
with your publics
Collaborate on strategy
and execution
5Copyright ©2001 Prentice Hall, Inc.
FINISH!
Map of the Cross-Training Process
Clear Lake
Clarify role that each discipline
plays
Public Relations can lead other disciplines in using two-way communication
Develop interdisciplinary skills-building
6Copyright ©2001 Prentice Hall, Inc.
Compare / ContrastCompare / Contrast
versusversus
MarketingMarketing
Public Public RelationsRelations
Sells service or product Sells service or product through pricing, promoting, & through pricing, promoting, & distributingdistributing
Creates & maintains a market Creates & maintains a market for products & servicesfor products & services
Sells the organizationSells the organization
Creates & maintains a Creates & maintains a hospitable environment for the hospitable environment for the organizationorganization
7Copyright ©2001 Prentice Hall, Inc.
Let’s DiscussLet’s Discuss
Consumer protests and government Consumer protests and government scrutiny began to shake historical views scrutiny began to shake historical views of marketingof marketing
Product recalls generated recurring Product recalls generated recurring headlinesheadlines
Indirect sales began occurring regularlyIndirect sales began occurring regularly
Why have traditional marketing notions given Why have traditional marketing notions given way to way to Integrated Marketing CommunicationIntegrated Marketing Communication??
8Copyright ©2001 Prentice Hall, Inc.
Let’s DiscussLet’s Discuss
Why have traditional marketing notions given Why have traditional marketing notions given way to way to Integrated Marketing CommunicationIntegrated Marketing Communication??
Advertisers were asked how their Advertisers were asked how their products answered social needs and civil products answered social needs and civil responsibilitiesresponsibilities
Rumors about particular companies Rumors about particular companies spread like wildfirespread like wildfire
General image problems were fanned by a General image problems were fanned by a continuous blaze of media criticismcontinuous blaze of media criticism
9Copyright ©2001 Prentice Hall, Inc.
Name:_____________Math Assignment
Add one “P” to the traditional 4 “Ps” of Marketing. Check your work.
Product+ Price+ Place+ Promotion+ PUBLIC RELATIONS
Integrated Marketing Communication
10Copyright ©2001 Prentice Hall, Inc.
1.1. Introducing a revolutionary new productIntroducing a revolutionary new product
2.2. Eliminating distribution problems with retail outletsEliminating distribution problems with retail outlets
3.3. Operating with small budgets and strong competitionOperating with small budgets and strong competition
4.4. Explaining a fine but complex productExplaining a fine but complex product
5.5. Generating new consumer excitement for an old Generating new consumer excitement for an old productproduct
6.6. Tying the product to a unique representative such as Tying the product to a unique representative such as Morris the CatMorris the Cat
7.7. Creating an identity for a new Internet companyCreating an identity for a new Internet company
When Product Publicity in the When Product Publicity in the Marketing Mix is UsefulMarketing Mix is Useful
11Copyright ©2001 Prentice Hall, Inc.
QUICK QUIZQUICK QUIZ
What is What is Third-Party EndorsementThird-Party Endorsement??
Tacit support given to products by a newspaper, magazine, or broadcaster.
12Copyright ©2001 Prentice Hall, Inc.
QUICK QUIZQUICK QUIZ
What is What is BrandingBranding??
Creating a differentiable identity for a company or product.
13Copyright ©2001 Prentice Hall, Inc.
Principles to Establish a Unique BrandPrinciples to Establish a Unique Brand
Be EarlyBe Early123456
Be MemorableBe Memorable
Be AggressiveBe Aggressive
Choose a Proper PartnerChoose a Proper Partner
Create a PersonalityCreate a Personality
Promote the IPOPromote the IPO
14Copyright ©2001 Prentice Hall, Inc.
OVERVIEW:OVERVIEW:
Public Relations Marketing ActivitiesPublic Relations Marketing Activities
Article ReprintsCause-Related
Marketing
Trade ShowsUse of
Spokesperson
15Copyright ©2001 Prentice Hall, Inc.
Plan aheadPlan ahead
Select target publics and address Select target publics and address recipients by name and title.recipients by name and title.
Pinpoint the reprint’s significancePinpoint the reprint’s significance
Integrate the reprint with similar articles Integrate the reprint with similar articles or informationor information
Include in press kits and displaysInclude in press kits and displays
Let’s DiscussLet’s Discuss Article ReprintsArticle Reprints
16Copyright ©2001 Prentice Hall, Inc.
Let’s DiscussLet’s Discuss Trade Show ParticipationTrade Show Participation
Analyze the show carefully
Display the right products
Select a common
theme
Consider the trade
books
Evaluate the worth
Consider local promotional
efforts
Emphasize what’s new
17Copyright ©2001 Prentice Hall, Inc.
Let’s DiscussLet’s Discuss Use of SpokespersonsUse of Spokespersons
ArticulateArticulate
Quick-ThinkingQuick-Thinking
KnowledgeableKnowledgeable
18Copyright ©2001 Prentice Hall, Inc.
Let’s DiscussLet’s Discuss
Cause-Related MarketingCause-Related Marketing
ArtsArts EducationEducation
Music Fest
ivals
Music Fest
ivals
Anniversaries
Anniversaries
Races/Runs/WalksRaces/Runs/Walks
SportsSports
Charitable Causes
Charitable Causes
19Copyright ©2001 Prentice Hall, Inc.
Mergers & Diversifications
PersonnelChanges
Organizational Name Change
CompanyCustomers
Trademark Protection
Occasions for Public RelationsAdvertising
Occasions for Public RelationsAdvertising
20Copyright ©2001 Prentice Hall, Inc.
Organizational Resources
Manufacturing & Service Capabilities
Growth HistoryFinancial Strength
& Stability
Corporate Emergencies
Occasions for Public RelationsAdvertising
Occasions for Public RelationsAdvertising
21Copyright ©2001 Prentice Hall, Inc.
Integrated Marketing for the21st Century
Integrated Marketing for the21st Century
They
Work!They
Work!
22Copyright ©2001 Prentice Hall, Inc.
Integrated Marketing for the21st Century
Integrated Marketing for the21st Century
Used by:Used by: Fortune 500 CompaniesFortune 500 Companies PublishersPublishers TV & Movie CompaniesTV & Movie Companies Counseling ServicesCounseling Services and many more!and many more!
Revenues total upwards of Revenues total upwards of $900 million/year$900 million/year
23Copyright ©2001 Prentice Hall, Inc.
Integrated Marketing for the21st Century
Integrated Marketing for the21st Century
