1 communication: advertising, sales promotion, and public relations business communication

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Communication: Advertising, Communication: Advertising, Sales Promotion, and Public Sales Promotion, and Public RelationsRelations

Business Communication

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Integrated Marketing CommunicationIntegrated Marketing Communication

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Push vs. Pull Promotion Push vs. Pull Promotion StrategyStrategy

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Major Decisions in AdvertisingMajor Decisions in Advertising

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Developing Advertising Developing Advertising StrategyStrategy

•Consists of two major elementsConsists of two major elements::

–Creating advertising Creating advertising messagesmessages

–Selecting advertising Selecting advertising mediamedia

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Message ExecutionMessage Execution

•Choose a toneChoose a tone

•Use memorable, attention-getting Use memorable, attention-getting wordswords

•Choose correct format elementsChoose correct format elements–IllustrationIllustration

–HeadlineHeadline–CopyCopy

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Selecting Advertising MediaSelecting Advertising Media

•ReachReach–Percentage of people exposed to adPercentage of people exposed to ad

•FrequencyFrequency–Number of times a person is exposed to Number of times a person is exposed to

adad

•Media ImpactMedia Impact–The qualitative value of a message The qualitative value of a message

exposure through a given mediumexposure through a given medium

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Choosing Media TypeChoosing Media Type

•Factors to considerFactors to consider::–Media habits of target consumersMedia habits of target consumers

–Nature of the productNature of the product–Type of messageType of message

–CostCost–Media vehiclesMedia vehicles

Specific media within each general media typeSpecific media within each general media type

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Deciding on Media TimingDeciding on Media Timing

•Must decide how to schedule the Must decide how to schedule the advertising over the course of a yearadvertising over the course of a year

–Follow seasonal patternFollow seasonal pattern–Oppose seasonal patternOppose seasonal pattern

–Same coverage all yearSame coverage all year

•Choose the pattern of the adsChoose the pattern of the ads–ContinuityContinuity

–PulsingPulsing

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Evaluating AdvertisingEvaluating Advertising

Measure the communication effects of an ad.

Measure the sales effects of an ad.Is the ad increasing sales?

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SampleSample

CouponsCoupons

Cash Refunds“Rebates”

Cash Refunds“Rebates”

Price Packs“Cents-Off Deals”

Price Packs“Cents-Off Deals”

PremiumsPremiums

Advertising Specialties

Advertising Specialties

Offers a trial amount of a productOffers a trial amount of a product

Savings when purchasing specified products

Savings when purchasing specified products

Refund of part of the purchase price by mail

Refund of part of the purchase price by mail

Reduced prices marked on the label or package by producer

Reduced prices marked on the label or package by producer

Goods offered free or low cost as an incentive to buy a product

Goods offered free or low cost as an incentive to buy a product

Articles imprinted with an advertiser’s name given as gifts

Articles imprinted with an advertiser’s name given as gifts

Consumer Sales Promotion ToolsConsumer Sales Promotion Tools

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Patronage RewardsPatronage Rewards

Point-of-Purchase Promotions

Point-of-Purchase Promotions

ContestContest

SweepstakesSweepstakes

GamesGames

Cash or other award offered for regular use of a product or serviceCash or other award offered for

regular use of a product or service

Displays or demonstrations at the point of purchase or sale

Displays or demonstrations at the point of purchase or sale

Consumers submit an entry to be judged by a panel

Consumers submit an entry to be judged by a panel

Consumers submit their names for a drawing

Consumers submit their names for a drawing

Consumers receive something each time they buy which may

help them win a prize

Consumers receive something each time they buy which may

help them win a prize

Consumer Sales Promotion ToolsConsumer Sales Promotion Tools

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Trade PromotionTrade Promotion

Persuade resellers to carry a brand

Give a brand shelf space

Promote brand in advertising

Push brand to customers

Discounts

Allowances

Free Goods

Push Money

Specialty Advertising Items

Objectives Tools

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Public RelationsPublic Relations

•Public relations involves building Public relations involves building good relations with the company’s good relations with the company’s various publics by obtaining various publics by obtaining favorable publicity, building up a favorable publicity, building up a good corporate image, and handling good corporate image, and handling or heading off unfavorable rumors, or heading off unfavorable rumors, stories, and eventsstories, and events..

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Public Relations FunctionsPublic Relations Functions

•Press relations or Press relations or press agencypress agency

•Product publicityProduct publicity

•Public affairsPublic affairs

•LobbyingLobbying

•Investor relationsInvestor relations

•DevelopmentDevelopment

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Public Relations ToolsPublic Relations Tools

•NewsNews

•SpeechesSpeeches

•Special eventsSpecial events

•Buzz marketingBuzz marketing

•Mobile marketingMobile marketing

•Written materialsWritten materials

•Audiovisual Audiovisual materialsmaterials

•Corporate identity Corporate identity materialsmaterials

•Public service Public service activitiesactivities

•Company Web siteCompany Web site

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What is PR?

Communication between organisation and all those with whom it has any form of contact

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Chartered Institute of Chartered Institute of Public Relations- Public Relations- DefinitionDefinition

‘‘Public relations is the discipline which builds Public relations is the discipline which builds andand

maintains reputation, with the aim of earningmaintains reputation, with the aim of earning

understanding and support and influencing understanding and support and influencing opinionopinion

and behaviour. It is the planned and sustained and behaviour. It is the planned and sustained efforteffort

to establish and maintain goodwill and mutualto establish and maintain goodwill and mutual

understanding between an organisation and itsunderstanding between an organisation and its

publicspublics ’. ’.  

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PR Perception vs. RealityPR Perception vs. Reality

•Hard work & Hard work & competitive- popular competitive- popular sector with limited sector with limited positions and majority positions and majority London basedLondon based..

•Characterised by long Characterised by long hours and employees hours and employees need a dedicated & need a dedicated & flexible approach to flexible approach to workwork

•GlamorousGlamorous•AttractiveAttractive

•VibrantVibrant

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Required SkillsRequired Skills

•Ability to work under pressure & to Ability to work under pressure & to strict deadlinesstrict deadlines

•Ability to multi-taskAbility to multi-task

•Strong writing skillsStrong writing skills

•Effective communication skillsEffective communication skills

•Confidence & professionalismConfidence & professionalism

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Getting into PRGetting into PR……•Work experience- Work experience- shows prospective employers that you shows prospective employers that you

are committed and have some knowledge of the sector. Also are committed and have some knowledge of the sector. Also gives you an opportunity to discover whether PR is the right gives you an opportunity to discover whether PR is the right

career choice for youcareer choice for you..

•Speculative applications & Networking- Speculative applications & Networking- shows shows intuition and can help gain some useful information about intuition and can help gain some useful information about

which organisations are recruitingwhich organisations are recruiting

•University Careers Service- University Careers Service- provides useful contacts provides useful contacts and advice on applications, CV’s, interview skillsand advice on applications, CV’s, interview skills

•PR Network- PR Network- a series of meetings which updates members a series of meetings which updates members on the latest news in PR, job opportunities, networking on the latest news in PR, job opportunities, networking

between organisationsbetween organisations

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Typical activitiesTypical activities•Researching & writing press releasesResearching & writing press releases

•Publicising events, news & achievementsPublicising events, news & achievements

•Collating & analysing media coverage as a performance indicatorCollating & analysing media coverage as a performance indicator

•Compiling media lists for distribution of releases & noticesCompiling media lists for distribution of releases & notices

•Organising and attending press launchesOrganising and attending press launches

•Managing the PR aspect of a possible ‘crisis’ situation & dealing with Managing the PR aspect of a possible ‘crisis’ situation & dealing with consequencesconsequences

•Building & maintaining positive working relationships with clients & the mediaBuilding & maintaining positive working relationships with clients & the media

•Adopting a pro-active approach in order to ‘tease-out’ newsworthy storiesAdopting a pro-active approach in order to ‘tease-out’ newsworthy stories