Session 6: Public Relations

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Session 6 Public Relations Direct Marketing

• GBA 633

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_____________ Functions

• Monitor publics
• Provide information that reinforces the IMC plan
• React quickly to undesired shifts

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Public Relations

• ____________________
• ____________________
• To foster good will

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Public Relations

• ________________
• Seen as credible and impartial
• Builds awareness and good will
• Extends advertising reach
• Reaches additional audiences
• Budget stretcher

• ________________
• No control over use or non-use
• Low control over timing
• Low control over accuracy
• May be manipulated or subverted

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Public Relations -_______________
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Publicity Planned Messages

• ______________________
• ______________________
• ______________________
• ______________________
• And others

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Other Messages

• ______________ messages
• ______________ messages
• ______________ messages

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____________________

• Altruistic activities
• Cause-related marketing
• Consumer reaction
• Benefits

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Integrating PR and IMC
Source Based on Matthew P. Gonring, Putting
Integrated Marketing Communications to Work
Today, Public Relations Quarterly, (Fall 1994),
Vol. 39, No. 3, pp. 45-48.
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__________Public Relations

• Count clippings
• Calculate number of impressions
• Calculate advertising equivalence
• Compare PR piece to PR campaign objectives

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Steps in ______________

• Advance preparation
• Recognize crisis early
• Contain crisis
• Resolve crisis
• Capitalize on crisis

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Crisis Management

• _______________
• Apology
• Defense of innocence
• Excuses
• Justifications
• Other explanations

• _______________
• Entitlings
• Enhancements
• Social responsibility advertising
• Internet interventions

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Why ______________?

• Less clutter than traditional methods
• Favorable associations
• Wide and multiple target audience appeal
• Over comes legal barriers
• Hospitality opportunities
• Selective targeting

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_______________________

• Enhance image.
• Increase visibility.
• Differentiate company or brand.
• Showcase goods or services.
• Closer relationships with current or prospective
  customers.
• Use excess inventory.

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Maximizing Event Marketing
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________________________

• Use of customer and prospective customer
  information, competitor information, market
  information and internal company information to
  focus marketing activities to targets

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Steps in Developing a Database
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______________________

• Objective establish relationships by soliciting
  a direct and immediate response from prospects or
  customers
• Targets a carefully selected audience
• Involves two-way communication
• Is quite measurable

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Direct_________

• Pros
• High response rate
• Personalization
• 100 target market coverage
• Fewer distraction
• Con
• High cost
• Delivery problems
• Junk mail

• Types
• Sales letters
• Postcards
• Catalog
• Video catalog
• Promotional video/audiocassette
• Promotional interactive diskette
• Leaflets and flyers
• Statement stuffers

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____________________

• Infomercials - Pros
• Not lost among other ads
• Detailed explanations
• Very measurable
• Infomercials Cons
• Late night or cable only
• High cost
• Poor image

• Direct response TV
• 800or 900 number
• Call now to . . .
• Direct response radio
• Highly targeted audience
• Highly distracted audience

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__________________

• Ad with address, order form, coupon, telephone
  number or Website
• Reader response or reader reply cards
• Floppy disks

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____________________

• Less expensive than personal selling, but most
  expensive direct marketing form
• Outbound marketer calls customer
• Inbound customer calls marketer
• POOR image
• Invasion of privacy
• Misleading tactics

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_________________________

• Internet
• Hackers
• Security
• E-Mail
• SPAM
• Fax machines

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__________________________

• Package insert programs (PIPs)
• Ride-along programs
• Card packs

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__________________Steps
Reinforce Incentive To Continue
Increase Level Of Permission
Offer Curriculum
Obtain Permission
Leverage Permission