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... brand is known today as branding. ... Image ads sho

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... brand is known today as branding. ... Image ads show social responsibility. ... website traffic, national upcoming outlet coverage on the Oprah and Today Show. ... – PowerPoint PPT presentation

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Title: ... brand is known today as branding. ... Image ads sho


1
INTEGRATED MARKETING COMMUNICATIONS
  • Chapter Twenty

2
Integrated Marketing Communications
  • Integrated Marketing Communications is the
    integrated areas of marketing, advertising, sales
    promotion, and public relations.
  • There is a need for communications cross training
    as a basic requirement to function as a
    practitioner.

3
Whats the Difference between Integrated
Marketing and Marketing?
  • From the customers perspective, there is none.
    Historically, consumers began to question
    products, accountability issues, and social
    concerns.
  • The effectiveness of advertising was questioned.
    Marketers changed in response, seeing the
    potential for adding public relations to the mix.

4
Product Publicity
  • Product publicity reaches potential customers by
    using less traditional forms and ways to raise
    awareness of products.
  • Product publicity can help
  • Create an identity
  • Introduce a new product
  • Eliminate distribution problems

5
Product Publicity can help
  • Small budgets and strong competition
  • Explain a complicated product
  • Generate new consumer excitement for an old
    product
  • Tie the product to a unique representative

6
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7
Third Party Endorsement
  • Third Party Endorsement is the support given a
    product by a newspaper, magazine, or broadcaster
    who mentions the product as news. The value is
    that it appears more credible than advertising.

8
Building a Brand
  • Building a brand is known today as branding.
    Branding is creating an identity or position for
    a company or product.
  • Using IMC techniques to establish a brand
    requires being
  • early and aggressive, using traditions, and
    creating a personality

9
Public Relations Integrated Marketing Activities
  • Article reprints
  • Trade show participation
  • Spokespersons
  • Cause-related marketing
  • In-kind promotions

10
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11
Spokesperson
12
Public Relations Advertising
  • Marketing an image rather than a product became
    known as institutional advertising, image
    advertising, public service advertising, or
    issues advertising, and ultimately public
    relations (non-product) advertising.
  • Image ads show social responsibility.
  • Issues ads advocate a position from the sponsors
    viewpoint.

13
Purposes of Public Relations Advertising work in
several activitiesMergers and
diversificationsPersonnel changesOrganizational
resources
14
Purposes continued
  • Manufacturing and service capabilities
  • Growth industry
  • Financial strength and stability
  • Company customers
  • Organizational name change
  • Trademark protection
  • Corporate emergencies

15
Promotional Tools
  • Infomercials
  • TV/Movie product placements

16
Question
  • What recent shows or movies have you been to
    where you could identify product placements?
  • What were the products?

17
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18
Positives of IMC Tactics
  • You can generate more buzz about the product
    using IMC
  • Knowledge in all of the areas makes for a better
    and stronger mix
  • Building lasting relationships is the goal

19
Volvo Captures Branding and Public Interest
  • Volvo for Life Awards, a program that embodies
    Volvo values, quality, and the environment that
    is inspirational was held recently. Tactics
    started with a press conference unveiling people
    who characterize heroes. They launched a website
    (that was created, maintained, and validated
    heroes by the FBI) and conducted a national
    search. Nominations came from all over the U.S.
    They used celebrity heroes as judges, received
    coverage in 650 newspaper stories nationally and
    locally, on-going website traffic, national
    upcoming outlet coverage on the Oprah and Today
    Show.
  • You have the recipe for getting local coverage
    while at the same time promoting the brand
    attributes of Volvo. stated Fred Haberman,
    Haberman and Associates. PR Week

20
Exercise
  • Your firm is charged with opening a new city zoo
    in the Midwest, featuring prairie animals, for
    the opening. Keep in mind you are doing this in
    the wake of the monkey pox outbreak (due to
    diseased prairie dogs passing it to humans).
    Research shows you could expect 50 of your
    visitors from the city, 10 out-of-town tourists,
    and 40 children from local school groups. How
    would you use an integrated marketing approach?
    How would you handle branding? What media outlets
    would you grant exclusives to?
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