Marketing, MPR, and CPR

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Marketing, MPR, and CPR Functional
Responsibilities
Marketing
MPR
CPR
Market assessment Customer segmentation Product
development Pricing Distribution Service Consumer
advertising Sales promotion Sales
Product publicity Sponsorship Special
Events Public Service Publications Media
Events Media tours Trade support
Corporate media relations Investor
relations Government relations Community
relations Employee communications Public
affairs Advocacy advertising
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Advertising, Sales Promotion, and MPR Exclusive
Functions
Advertising
Sales Promotion
MPR
Television commercials TV program
sponsorship Radio commercials ROP newspaper
ads Magazine ads Co-op advertising Business and
trade press advertising Direct mail Direct
response ads and commercials Outdoor
advertising Telephone direct advertising Motion
picture advertising Car cards
News conference Media tours Newspaper
publicity Radio publicity Magazine
publicity Television publicity Seminars and
symposiums Surveys
Couponing Games, sweepstakes, rebates Patronage
awards Price packs Prizes Premiums and
incentives
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Advertising, Sales Promotion, and MPR
Overlaping Functions
Advertising
Sales Promotion
MPR
Advertorials Promotional advertising Free-standing
inserts In-store media Point-of-purchase Tie-ins
Contests Special events Booklets and
brochures Public service tie-ins
Promotional advertising Free-standing
media In-store media Point-of-purchase Tie-ins Con
test Special events Booklets and brochures Public
service tie-ins Trade shows and
exhibits Sampling Demonstrations Parades Festivals
Sports events Entertainment sponsorships AV
presentations Meetings and conventions
Advertorials Tie-ins Contest Special
events Booklets and brochures Public service
tie-ins Trade shows and exhibits Sampling Demonstr
ations Parades Festivals Sports
events Entertainment sponsorships AV
presentations Meetings and conventions
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Push-Pull-Pass Strategies
Strategy
Target
Tools
PR Type
Trade shows Trade publicity Reprints Publications
Media events Media tours Story
placement Product placement Teleconferences Exhibi
ts Demonstrations Sampling Surveys Newsletters PSA
s Symposia Publications Assessing
issues Advising action Communication Charity
tie-ins National sponsorships Local sponsorships
Push Pull Pass
Sales force Dealers Distributors Retailers Consum
er/ End user Gatekeepers Public
Interest groups Government Community leaders
Other influencers Consumers as publics
MPR MPR CPR MPR
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Media
High News
Low News
C O N S U M E R
High Interest
Computers Cars Entertainment
Beer Soft drinks Athletic shoes
Low Interest
Soup Cereal Aspirin
Cigarettes Car mufflers Cookies
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Product Category
Product-Publicity Opportunity
Computers Cars Entertainment
Announcement of Next Introduction of
Taurus Release of Batman
A
Soup Cereal Aspirin
Soup is good food Quaker Oat Bran health
benefits Heart-attack prevention
B
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Product Category
Product-Linkage Opportunity
Budweiser Rolling Stones tour Celebrity
advertising Celebrity brands
Beer Soft drinks Athletic shoes
C
Midas Toys for Tots Virginia Slims
Tennis Nabisco Dinah Shore Golf Classic
Cigarettes Car mufflers Cookies
D
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Advantages and Disadvantages of Selected Media
Alternatives
Newspapers
Transit
Magazines
Advantages geographic market selectivity Flexibi
lity--ease of ad insertion and
change Editorial support
Disadvantages Lack of permanence of advertising
message Poor quality of printing
production Limited demographic orientation
Advantages High reach and frequency
potential Impact--total bus may be
ad Geographic market selectivity
inexpensive on a relative basis
Disadvantages Limited demographic
selectivity Limited availability- does not
exist in many markets Image is thought to be
poor for certain markets
Advantages Demographic market
selectivity Long-life ad capability Good-quality
print production Editorial support
Disadvantages Lack of flexibility-- difficult
to make last minute changes Limited
availability Expensive--especially for color
Point-of-Purchase
Radio
Directory
Advantages Promotes impulsive buying Sells
in on- personal selling environment Ties
together product and ad
Advantages Geographic an demographic market
selectivity Flexibility Inexpensive on a
relative basis
Advantages Permanence--long- life High reach
and frequency potential
Disadvantages Difficult to obtain desired
placements Clutter Limited creative
possibilities
Disadvantages Lack of permanence--
perishability Clutter Lack of visual
support Limited impact-- background medium
Disadvantages Limited customer usage Market
coverage limited to phone customers
Television
Outdoor
Direct Mail
Advantages Show and tell- demonstration is
possible Geographic market selectivity Market
penetration due to large viewing audience
Advantages High reach and frequency
potential Market selectivity High impact due to
size Inexpensive on a relative basis
Advantages High selectivity Easy to measure
results Lengthy copy possible Reader governs
exposure
Disadvantages Perishable ad message unless
repeated Expensive on a relative
basis Clutter-message may become lost in
group advertisement
Disadvantages Brevity of message Image is thought
to be poor for certain markets Clutter is
often present Location choices may be limited
Disadvantages Expensive--especially on a
cost-per-person basis Little or no editorial
support Limited reader interest
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Sales Promotion Method
Consumer Promotions
Coupons
Manufactures or retailer certificates that offer
a reduction in price on a particular product for
a specific time period when presented at the
point of purchase.
Samples
Trial sizes or samples of products that allow the
customer to experience the product at not cost or
a sharply reduced price
Premiums
Merchandise items given to consumers free of
charge or at a substantial price reduction as an
inducement to purchase another product or
participate in an activity or both it is an
extra bonus or gift given to a qualified
individual.
Contest
Promotion activities in which contestants compete
for prizes and rewards by applying their skills
in order to successfully complete a particular
task.
Promotion activities in which contestants win
prizes and gifts based on chance
Sweepstakes
Cash refund offers from manufacturers or other
distributors that consumers can receive when they
mail in proofs-of-purchase.
Rebates
Specialties
Useful articles of merchandise imprinted with an
advertisement and give to consumers as gifts
Tie-ins
Merchandise offers that are associated with a
special event, person, place, or thing
and capitalize on the excitement and recognition
that association brings to the firms marketing
program.
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Sales Promotion Method Continued
Consumer Promotions
Periodic national, regional, and local occasions
sponsored by trade and professional associations
wherein manufacturers and other vendors market
and display their products.
Trade Shows
Point-of- Purchase Displays
Display kits and fixtures that are given to
retailers to assist them in displaying
and featuring the vendors products.
Trade Contest
Sales incentive programs that reward salespeople
for meeting or exceeding sales goals and for
providing other promotional support for the
sponsors products and marketing programs
Dealer Loaders
Special incentives or gifts given to resellers
for allowing the vendor to create a special
display of the products.
Push Money
Payments made by manufactures to the resellers
salespeople for promoting and pushing the product
over competitive brands.
Trade Allowances
Payments or other incentives granted to buyers
who agree to provide special support for the
sellers products by advertising, displaying,
selling, or servicing them.
Product Demonstrations
In-store presentations and exhibits of the
manufacturers goods and services created and
paid for by the manufacturer.
Sales Training
Instructional programs sponsored by the
manufacturer that help train the resellers
sales force with special focus on the sponsors
products.
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Advertising Advertising includes all sponsored
and paid forms of nonpersonal mass media
communication by an identified sponsor.
Examples include the use of radio, television,
newspapers, magazines, outdoor billboards,
catalogs, and similar forms of communication. Pub
licity and Public Relations Publicity is any
news items or editorial comment about products,
services, business activities, or firms
communicated through the mass media that is not
paid for by the firm named in the publicity.
Examples include news releases, speeches, and
press conferences. Public relations consist of
programs and activities designed to obtain public
understanding, acceptance, and goodwill for the
organization. Examples include entertainment,
education, and community service
programs. Personal Selling Personal selling
involves the use of person-to-person
communication to assist and persuade a prospect
to buy a good or service or to act upon an idea.
Types of sales persons include order-generators,
order-takers, and support personnel. Sales
Promotion Sales promotion includes all
promotional activities other than advertising,
publicity/public relations, and personal selling
designed to achieve short-term sales results
through simulation of consumer purchasing or
dealer effectiveness. Examples include
free-samples, coupons, contest, sweepstakes,
trade shows, and cooperative advertising
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Marketing is the business task of

• selecting attractive target markets
• designing customer-oriented products and
  services
• developing effective distribution and
  communication programs with the aim of producing
  high consumer purchase and satisfaction and high
  company attainment of its objectives

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Marketing Public Relations
Marketing public relations is the process of
planning, executing and evaluating programs that
encourage purchase and consumer satisfaction
through credible communication of information and
impressions that identify companies and their
products with the needs, wants, concerns, and
interests of consumers.
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Mission of CPR and MPR

• The mission of CPR would be to support
  corporate objectives
• The mission of MPR would be to support
  marketing objectives.

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Definitions

• Megamarketing The strategically coordinated
  application of economic, psychological,
  political, and public relations skills to gain
  the cooperation of a number of parties in order
  to enter and/or operate in a given market
• Marketing public relations (MPR), used in
  normal marketing situations to influence
  consumers, is an important component of the Four
  Ps strategy, specifically supporting Promotion to
  facilitate a transaction.
• Corporate public relations (CPR), used in
  megamarketing situations to influence nonconsumer
  publics in order to gain market entry. Together
  with the use of Power, CPR adds an important new
  component to a Six Ps strategy in blocked markets.