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Rounding Out Your IMC Mix


Rounding Out Your IMC Mix MKT 846 Professor West – PowerPoint PPT presentation

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Title: Rounding Out Your IMC Mix

Rounding Out Your IMC Mix
  • MKT 846
  • Professor West

  • PR Publicity
  • What can it do for you?
  • Blunders
  • Direct Marketing
  • What is its role on the IMC mix?
  • Privacy issues
  • Scheduling Team Presentations

Comparing Campaigns
  • Labatts Blue

Comparing Campaigns
  • Molson Canadian

Insect Safari
  • Orkin Pest Control (circa 2001)
  • Business was off, in particular sales leads
  • Advertising didnt seem to be working
  • Consumers had more trust in local exterminators
  • Corporate Sponsorship
  • Orkin supported the renovation of the Insect
    Zoo at the Smithsonian Institute in 1993
  • More than a million people visit the site a year

Insect Safari
  • Taking the show on the road
  • Ketchum decided to leverage Orkins Smithsonian
    relationship by taking the Insect Zoo to local
    markets in an educational campaign
  • Objectives
  • To increase sales leads in top markets
  • To directly reach educators through the exhibit
    and website
  • To inspire a grassroots marketing program through
    local publicity
  • Connect to target market indirectly through

Insect Safari
  • Elements of the campaign
  • 53-foot traveling exhibit to visit museums and
    schools with hands-on 3-D models, educational
    materials, interactive presentation.
  • Partnered with Bayer Corp. and CNN/Turner
  • Website created to inform people and provide
    background information

Insect Safari
  • Results
  • An increase in sales leads in 70 percent of the
    markets visited
  • Rated very high in quality by teachers and
  • 512 stories in the media, 8 hours of TV coverage,
    41 morning show interviews
  • Estimated reach of 66 million impressions
  • Silver Anvil Award from PRSA

What role do PR and Publicity play?
  • The objective of marketing is to sell products
    and servicesin contrast, the goal of PR is to
    sell the organization itself.
  • PR is the official channel of communication
    between the organization and the public
  • Publicity is the generation of news about a
    person, product or service that appears in the

Other things PR can do for you
  • Provide a value-added customer service
  • Butterball hotline for advice on how to prepare a
    turkey. Handles 25,000 calls during the holiday
  • Giving consumers a reason to buy
  • Energizers national education campaign urges
    consumers to change their smoke detector battery
    when they reset their clock in the fall and
    spring. Company is perceived as a good citizen
    and they sell batteries
  • PR Stunts Crisis Management
  • "CBS deeply regrets the incident that occurred
    during the Super Bowl halftime show," the network
    said in a release. "We attended all rehearsals
    throughout the week and there was no indication
    that any such thing would happen. The moment did
    not conform to CBS broadcast standards and we
    would like to apologize to anyone who was

Notable PR Blunders
  • Fox News
  • No one missed the irony when Fox News sued
    liberal satirist Al Franken. When the suit hit
    the press, sales of the book immediately became a
  • Judge Denny Chin threw the suit out saying, "Of
    course it is ironic that a media company that
    should be fighting for the First Amendment is
    trying to undermine it.
  • American Airlines CEO Donald Carty
  • To keep American Airlines out of bankruptcy,
    Carty called for "shared sacrifice and the labor
    union accepted 1.62 billion worth of annual
    concessions. However, Carty "snatched defeat
    from the jaws of victory" when details of a
    secret executive-retention bonus plan were
    revealed resulting in his resignation.

Notable PR Blunders
  • KFC Whopper
  • When KFC aired commercials implying fried chicken
    can be part of "eating better," consumer
    advocates clucked loudly. The ads claimed KFC had
    less fat than a Burger King whopper. A complaint
    was filed with the FTC, and newspapers blasted
    the company.

Notable PR Blunders
  • Abercrombie Fitch
  • Columbus-based retailer shows a particular flair
    for alienating consumers and the nation's press
  • T-shirts portraying racially offensive slogans
    and stereotyped images of Asians debuted and
    immediately created a firestorm.
  • A Drinking 101 article was highly criticized
    for promoting binge drinking
  • Pushed the sexual envelope when it added thongs
    to its teeny-bopping catalogs and included images
    of overt portrayals of group sex in its Christmas
    Field Guide.

Contingency Planning
  • Being prepared
  • Consider in advance how the public will respond
  • Know what you will say and who will say it
  • How should you respond to negative publicity?
  • It depends on both the severity of the problem
    and the number of people whove heard about it.
  • Guidelines
  • Respond Within 24 Hours -- It makes you look
    guilty if you take longer.
  • Show You Are Solving the Problem -- Make it clear
    you are taking steps to improve or rectify the

Contingency Planning
  • Guidelines
  • Demonstrate Leadership -- The President, CEO or
    other top official should be the one to address
  • Be Accessible to the News Media -- Make phone
    calls from the media a top priority
  • Be Honest -- If you lie, you will likely be
    caught and the crisis will worsen.
  • Show Concern -- Demonstrating sincere caring
    about the people affected by the situation will
    help win the public's understanding

Other things PR can do for you
  • Influencing the influentials
  • Gatekeepers play an essential role in getting the
    word out about your brand
  • Making a story newsworthy
  • Impact What is the magnitude of the action or
  • Timeliness Is it breaking news or the latest
  • Proximity How local is the story angle?
  • Prominence Who is involved and how important are
  • Conflict Is tension or drama created?
  • Human Interest How emotionally charged is the
    story? Does it strike a chord?
  • Novelty It the story unpredictable?

Making it Personal Through Dialog
  • Direct marketing is a method by which the company
    communicates directly with target consumers to
    generate a desired response.
  • Direct-response media include
  • Mail
  • Telephone
  • Fax
  • Internet
  • Sales through direct response advertising
    exceeded 2 trillion in 2002 and are expected to
    reach 2.8 trillion by 2006.

Growth in Direct Marketing
  • Factors impacting growth
  • Credit cards 1 billion in circulation
  • Money-rich and time-poor society increase in
    dual income households
  • Technological advancements allow for new
    channels of distribution
  • Viewed as a compliment to other IMC elements
  • Relationship building mechanism
  • Cross-selling opportunities
  • Measuring effectiveness

Strengths Weaknesses
  • Strengths
  • Highly targeted and flexible
  • Observable responses enhances accountability
  • Weaknesses
  • Relatively high cost per customer CPMs up to 400
    instead of 15 to 50.

Protecting Customers Privacy
  • Educate employees about the company policies and
    credit card fraud
  • Appoint a Chief Privacy Officer
  • Conduct periodic audits of privacy practices used
    by other companies
  • Actively promote your privacy policy

Next time
  • Project 4 is due
  • Chapter 21 Measurement, Evaluation,
  • Truth in Advertising