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Let's consider Prince's Maria Sharapova promotion from a '

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Let's consider Prince's Maria Sharapova promotion from a '4 Ps' perspective ... in mind, how might you re-design the Prince/Sharapova promotion P? Advertising ... – PowerPoint PPT presentation

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Title: Let's consider Prince's Maria Sharapova promotion from a '


1
PR and its contextsPart 1PR, marketing, and
IMC
  • September 14, 2006

2
What do I mean by contexts?
  • PR overlaps with, and subsumes, many other
    functions and industries
  • Media/journalism
  • Marketing
  • Politics and public affairs
  • Yet PR is distinct from these
  • A piece of the marketing pie
  • Yet also its own adjoining cake

3
Todays topic PR and marketing
  • Lets put on our marketing hats
  • If you work in product marketinge.g., as Crest
    brand manager at Procter Gamble
  • then to YOU, PR is one of many available tools in
    your marketing tool box
  • alongside of, and often overlapping with,
  • Advertising
  • Sales promotion
  • Direct marketing
  • Personal selling

4
What is marketing?
  • How would YOU define it?
  • Heres how the AMA (American Marketing
    Association) defines marketing
  • The process of planning and executing the
    conception, pricing, promotion, and distribution
    of ideas, goods, and services to create exchanges
    that satisfy individual and organizational
    objectives

5
Notice, then
  • Marketing is ultimately about consumers
  • While this is true of SOME aspects of PR, the
    consumer is not the only focus of PR
  • PR talks to various publics, many of whom are not
    consumers
  • Employees, stockholders, fellow community
    members, financial community, government
  • And the media themselves!

6
How else is PR different from marketing?
  • Most marketing communications (esp. advertising)
    are delivered through the media
  • But PR uses other (non-mediated) ways to
    communicate
  • Speeches
  • Events
  • In-person communication

7
However
  • As marketing becomes more sophisticated, it is
    more customer-relationship oriented
  • And here marketing starts to overlap with PR more
    than it used to
  • So lets consider the 4 Ps

8
We can move from the AMAs definition of
marketing
  • The process of planning and executing the
    conception, pricing, promotion, and distribution
    of ideas, goods, and services to create exchanges
    that satisfy individual and organizational
    objectives
  • to something a little easier to work with the
    4 Ps

9
The 4 Ps(a/k/a the marketing mix
Price
Product
Promotion
Place
10
The 4 Ps (marketing mix)
Product -Features -Research development -Packagi
ng -Brand

11
The 4 Ps (marketing mix)
Product -Features -Research development -Packagi
ng -Brand
Price -Amt. charged -Price image -Price
reductions

12
The 4 Ps (marketing mix)
Product -Features -Research development -Packagi
ng -Brand
Price -Amt. charged -Price image -Price
reductions
Place (distribution) -Channel (where
sold) -Markets covered -Transportation
13
The 4 Ps (marketing mix)
Product -Features -Research development -Packagi
ng -Brand
Price -Amt. charged -Price image -Price
reductions
Promotion -Advertising -Personal selling -Sales
promotion -Event marketing -Marketing PR -Direct
marketing -Internet -other interactive media
Place (distribution) -Channel (where
sold) -Markets covered -Transportation
14
Whats true of all elements of the promotion P?
  • They concern the coordination of all information
    and persuasion channels
  • to sell goods and services
  • or promote an idea
  • or an organization
  • In short, the Promotion P contains all the
    communication functions of marketing

15
So, PR, seen through this lens (that of a
marketer)
  • is just one element of the marketing mixs
    promotion P(To a PR professional, PR is an
    entire worldbut were only looking through the
    marketing lens today!)

16
Lets consider Princes Maria Sharapova promotion
from a 4 Ps perspective
  • Article in Gazette is example of?
  • How might other promotion elements be executed?
  • Advertising
  • Sales promotion
  • Direct marketing
  • Personal selling
  • Event marketing
  • Internet marketing

17
And another thing
  • We cant talk about marketing today (in 21st
    century)
  • without talking about IMC
  • Integrated marketing communications

18
IMC in a nutshell
  • All the elements of the promotion P working
    together
  • Common communication elements
  • Common themes
  • Common tones
  • Common goals

19
Why IMC now?
  • For years,
  • Most marketing spent on traditional media
    advertising
  • Strict separation of media advertising from other
    marketing efforts (PR, sales promotion, etc.)

20
But starting in the 1980s
  • Companies begin seeing need for coordination of
    marketing elements
  • Some asked their ad agencies to oversee other
    functions
  • Others used OTHER agencies for DM, PR, etc.
  • Agencies responded by diversifying acquiring

21
Most successful marketers now recognize
importance of
  • Creating coordinated, unified front consistency
    of message image
  • Economy of coordination
  • Synergy of communication
  • elements support each other
  • complement each other
  • build on each others strengths

22
IMC takes big-picture approach
  • Adds value to comprehensive plan
  • Oversees all promotional efforts
  • Various communication functions actually work
    with each other!
  • Consistency of message image
  • Centralized messaging function
  • Communicate with one voice, one look, one image

23
With IMC in mind, how might you re-design the
Prince/Sharapova promotion P?
  • Advertising
  • Sales promotion
  • Direct marketing
  • Personal selling
  • Event marketing
  • Internet marketing

24
Advantages to IMC approach (client perspective)
  • Avoid duplication of effort (and wasting )
  • Take advantage of synergy
  • Develop more efficient marketing communication
    programs
  • Recognizes increasing use of new technologies
  • Responds to media fragmentation

25
Also driving the IMC movementthe marketing
revolution
  • Shift of marketing away from media advertising
  • Why did this happen?
  • Fragmentation of media markets
  • Proliferation of media and media sources
  • Retailers gaining power ? manufacturers losing
    power

26
Not to mention
  • Database marketing evolution ?
  • direct marketing, telemarketing, and direct mail
  • Client demand for greater ad-agency
    accountability
  • (prove that my advertising is working!)
  • Growth of Internet

27
Also important relationship marketing
  • This is where long-held priorities of PR have
    contributed most visibly to the IMC revolution
  • Importance of relationships
  • Marketers finally recognize that
  • its not good enough to make one exchange (sale,
    donation)
  • you need to develop and cultivate long-term
    relationships
  • More cost-effective to retain old customers than
    acquire new ones

28
The 4 Ps (marketing mix)
Product -Features -Research development -Packagi
ng -Brand
Price -Amt. charged -Price image -Price
reductions
Promotion -Advertising -Personal selling -Sales
promotion -Event marketing -Marketing PR -Direct
marketing -Internet -other interactive media
Place (distribution) -Channel (where
sold) -Markets covered -Transportation
29
How is PR different from advertising?
  • In the marketing professions, advertising has a
    specific, detailed definition
  • Any paid form of non-personal communication,
    intended to be persuasive, about an organization,
    product, service, or idea, delivered by an
    identified sponsor to a target audience,
    primarily through mass media.

30
Lets break it down advertising is
  • Any paid form of
  • non-personal communication,
  • intended to be persuasive,
  • about an organization, product, service, or idea
  • delivered by an identified sponsor
  • to a target audience
  • primarily through mass media.

31
Using this definition, how is advertising
different from PR?
  • Advertising paid form of communication
  • PR not always paid
  • Advertising non-personal
  • PR often can be personal
  • Advertising delivered via mass media
  • PR sometimes via media, sometimes not
  • Includes events, speeches, in-person contact,
    lobbying

32
How, then, is PR different from marketing?
  • From marketers perspective, marketing is a huge
    collection of activities
  • Promotion is one of 4 subcategories
  • And PR merely one element of the promotion
    category
  • Thus, to a marketer, PR is much, much smaller
    than marketing

33
But to most PR professionals
  • PR is not (only) one little component of the big
    marketing world
  • Rather, PR is itself a huge collection or
    category of activities
  • one of which is marketing
  • but many others of which are distinct from
    marketing

34
Perhaps the clearest distinction (PR vs.
marketing)
  • Audience!
  • Marketing speaks to consumers
  • Public relations speaks to a wide variety of
    publics
  • Consumers (yes!)
  • Media
  • Employees
  • Stockholders
  • Government
  • Community members

35
PR marketing-oriented or otherwise?
  • In the 4Ps chart, PR is very specifically
    marketing-oriented
  • Focuses on communication with customers/consumers
  • Outside of a marketing/IMC perspective, PR has
    other publics, other applications

36
Your media kits
  • Which function(s) can you identify?
  • Which publics are being addressed?
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