Upload
shafaq-khan
View
221
Download
0
Embed Size (px)
Citation preview
8/2/2019 IMC12 Copy
1/26
Click to edit Master subtitle style
4/3/12 saminahmadimc12
12BrandPublic
Relation
Marketing
Communications
4/3/12 11saminahmadimc12
8/2/2019 IMC12 Copy
2/26
Relation
Click to edit Master subtitle style
4/3/12 saminahmadimc12
I M C PublicRelations
Brand PR is
different
from4/3/12 22saminahmadimc12
8/2/2019 IMC12 Copy
3/26
Click to edit Master subtitle style
4/3/12 saminahmadimc12
PR is getting others to talk aboutyou
So did Glamour girlMelinda Messengerspublic shower
on behalf of ther ni r n .4/3/12 33saminahmadimc12
8/2/2019 IMC12 Copy
4/26
Click to edit Master subtitle style
4/3/12 saminahmadimc12
I M C PublicRelations
Advertising coupled with sponsorship
and PR is by far the most effective
route to drive softer/intermediate
measures of effectiveness such as Brand awareness
Image
Fame
4/3/12 44saminahmadimc12
8/2/2019 IMC12 Copy
5/26
Click to edit Master subtitle style
4/3/12 saminahmadimc12
I M C PR for BrandBuilding
PR is the art of :
Addressing consumersindirectly through
1. Intermediaries,
2. Authorities, And
3. Influencers
4/3/12 55saminahmadimc12
8/2/2019 IMC12 Copy
6/26
Click to edit Master subtitle style
4/3/12 saminahmadimc12
I M C PR for BrandBuilding
The Key to succesful
PR is :1.Identify the most
effective influence on yourbrand target
2. How to make theseinfluencers
the target of your PR4/3/12 66saminahmadimc12
8/2/2019 IMC12 Copy
7/26
Click to edit Master subtitle style
4/3/12 saminahmadimc12
I M C PR for BrandBuildingWhat is PR?
1. PR is a continuous, iterative
cycle
2. PR works indirectly through an
INFLUENCER upon the brand
TARGET,
rather than directly4/3/12 77saminahmadimc12
8/2/2019 IMC12 Copy
8/26
Click to edit Master subtitle style
4/3/12 saminahmadimc12
I M C PR for BrandBuilding
What is PR?4. PR is a dialogue, not one-way
5. PR is predictable but not
guaranteed/controlled
6.
PR can say things that theadvertising cannot
4/3/12 88saminahmadimc12
8/2/2019 IMC12 Copy
9/26
Click to edit Master subtitle style
4/3/12 saminahmadimc12
I M C PR for BrandBuilding
What is PR?7. PR builds over time, but can also be
used quickly when needed
7. PR is good at influencing specificaudiences (narrowcasting) , as
well as in mass communication
7. PR uses their words, not ours
, because PR is getting
others to talk about you4/3/12 99saminahmadimc12
8/2/2019 IMC12 Copy
10/26
Click to edit Master subtitle style
4/3/12 saminahmadimc12
I M C PR for BrandBuildingPR is the art of :
Reaching consumers indirectlythrough INFLUENCERS whom theconsumers believe and respect
The influencers in turn tell othersthrough
Word-of-mouth &
Viral Marketing
4/3/12 1010saminahmadimc12
8/2/2019 IMC12 Copy
11/26
Click to edit Master subtitle style
4/3/12 saminahmadimc12
I M C PR for BrandBuilding
PR is the art of :
Harnessing other peoplesopinions
Rather than makingPRODUCERS CLAIMS.
4/3/12 1111saminahmadimc12
8/2/2019 IMC12 Copy
12/26
Click to edit Master subtitle style
4/3/12 saminahmadimc12
I M C PR for BrandBuilding
Its like a domino4/3/12 1212saminahmadimc12
8/2/2019 IMC12 Copy
13/26
Click to edit Master subtitle style
4/3/12 saminahmadimc12
I M C PR for BrandBuilding
4/3/12 1313saminahmadimc12
bli
8/2/2019 IMC12 Copy
14/26
Click to edit Master subtitle style
4/3/12 saminahmadimc12
I M C PublicRelations
ADVERTISING
SALESPROMOTI
ON
PERSONAL
SELLING PUBLIC
RELATIONS
PROMOTIONS MI X
4/3/12 1414saminahmadimc12
I M C PR f B d
8/2/2019 IMC12 Copy
15/26
Click to edit Master subtitle style
4/3/12 saminahmadimc12
I M C PR for BrandBuilding
PR is the art of :1. Drawing ATTENTION towards the
brands2. Adding CLARITYto the brand
3. Making the communication more
CREDIBLE to the consumers
4/3/12 1515saminahmadimc12
I M C P bli
8/2/2019 IMC12 Copy
16/26
Click to edit Master subtitle style
4/3/12 saminahmadimc12
I M C PublicRelations
P R :1. ENHANCES THE CORPORATE IMAGE
2. MAKES THE BRANDS BETTER
KNOWN TO CONSUMERS
3. ACHIEVES A FAVOURABLE
PERCEPTION IN THE MARKET ,
HENCE PART OF I.M.C.4/3/12 1616saminahmadimc12
I M C PR f B d
8/2/2019 IMC12 Copy
17/26
Click to edit Master subtitle style
4/3/12 saminahmadimc12
I M C PR for BrandBuilding
BRAND PR is different,It is :
1. Not Another
AdvertisingChannel4/3/12 1717saminahmadimc12
I M C PR f B d
8/2/2019 IMC12 Copy
18/26
Click to edit Master subtitle style
4/3/12 saminahmadimc12
I M C PR for BrandBuilding
BRAND PR is different:
2. It Is A FormOf
Communicati4/3/12 1818saminahmadimc12
I M C PR f B d
8/2/2019 IMC12 Copy
19/26
Click to edit Master subtitle style
4/3/12 saminahmadimc12
I M C PR for BrandBuilding
BRAND PR is different,It :
3.Has A
DifferentCommunicati4/3/12 saminahmadimc12
I M C PR f B d
8/2/2019 IMC12 Copy
20/26
Click to edit Master subtitle style
4/3/12 saminahmadimc12
I M C PR for BrandBuilding
What Can Brand
PR Do ?1. Help Launches, Re-launches
2. Protect Brand Reputation3. Re-vitalise Sagging Sales
4.Make Brand More Credible
5. Educate About The BrandBenefits
6. Provide Brand SALIENCY 4/3/12 2020saminahmadimc12 I M C PR for Brand
8/2/2019 IMC12 Copy
21/26
Click to edit Master subtitle style
4/3/12 saminahmadimc12
I M C PR for BrandBuilding
1. BRAND PR can help Launches,Relaunches
1. Brand extension into newcategories
2. Build anticipation beforea launch
3. Maximize the launcheffect
4/3/12 2121saminahmadimc12
I M C PR for BrandR
8/2/2019 IMC12 Copy
22/26
Click to edit Master subtitle style
4/3/12 saminahmadimc12
I M C PR for BrandBuilding Recap
What Can Brand PR Do ?
1. Help Launches, Relaunches2. Protect Brand Reputation
3. Re-vitalise Sagging Sales4. Make Brand More Credible5. Educate About The Brand Benefits
6. Provide Brand SALIENCY RELATIVEIMPORTANCE
4/3/12 2222saminahmadimc12
I M C PR for Brand
8/2/2019 IMC12 Copy
23/26
Click to edit Master subtitle style
4/3/12 saminahmadimc12
I M C PR for BrandBuilding
4. BRAND PR can make brand morecredible
Qualities of Tea4/3/12 2323saminahmadimc12
I M C PR for Brand
8/2/2019 IMC12 Copy
24/26
Click to edit Master subtitle style
4/3/12 saminahmadimc12
I M C PR for BrandBuildingAssessing the relative value of
INFLUENCERS
Influencer isActive
Influencer isPassive
HIGHimpact on
ENDTargetcustomer
Lowimpact onEND
Target
HEALTHCARE EXHIBITIONS
DOCTORS
WRITERS IN CONSUMERMEDIA
WRITERS IN MEDICALMEDIA
GENERAL PUBLIC
PROFESSIONALASSOCIATIONS
FRIENDS & FAMILY
MEDICAL CONSUMERADVERTORIALS
4/3/12 2424saminahmadimc12
I M C PR for Brand
8/2/2019 IMC12 Copy
25/26
Click to edit Master subtitle style
4/3/12 saminahmadimc12
I M C PR for BrandBuilding
What Can Brand PR
Do ?1. Help Launches, Relaunches
2. Protect Brand Reputation3. Re-vitalise Sagging Sales
4.Make Brand More Credible
5. Educate About The BrandBenefits
6. Provide Brand SALIENCY RELATIVE4/3/12 2525saminahmadimc12 I M C PR for Brand
8/2/2019 IMC12 Copy
26/26
Click to edit Master subtitle style
4/3/12 saminahmadimc12
I M C PR for BrandBuildingFar more so than in Advertising,
A good PR campaignPromotes viral marketing
The domino effect of influencers
Influencing consumers,
WHO then influence each
4/3/12 2626saminahmadimc12