The Future of Marketing Communications

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The Future of Marketing Communications
Charlotte Novom Novom Marketing 8033 Sunset Blvd
863 Hollywood, CA 90046 323.882.8333
October, 2005
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Marketing Communications
Our practice deals with marketing communications,
primarily in the non-paid arena, i.e. editorial
coverage in print, broadcast, electronic, and
promotions. Unlike traditional advertising,
marketing communications has several distinct
advantages unbiased third party endorsement
cost efficient and it engenders leveraging and
customization. 
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Top 10

• The following are our Top Ten Topics for the
  immediate future
• (1) Marcom Valuation - Measurement and
  Evaluation of Campaigns
• (2) Integration and Leveraging
• (3) Third-Party Testimonial
• (4) New Methods, such as Blogs
• (5) On-Line Press Rooms
•   (6) Advertorial
• (7) Retention and ROI
• (8) Research
• (9) Customization
• (10) Interactive Passion

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Marcom Valuation

• Measurement and Evaluation of a campaign
• ROI
• Advertising Equivalency
• Target Media
• Message Content
• Coverage Location
• Neighboring Real Estate
• Retention
• Sales
• PR Trak

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Integration and Leveraging

• Touching your audience in multiple media
• TV website
• Print website
• Print TV
• Radio website
• Private access to customers/events
• The Resort Channel

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Third-Party Testimonial

• Celebrity Endorsement
• Product Placement/Sponsorship
• Creating word of mouth
• www.tripadvisor.com

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New Methods

• Blogs www.hotelchatter.com
• Pods
• Satellite (XM radio, Sirius)
• RSS
• Streaming
• MMS

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On-Line Press Rooms

• Superior photography
• Video library
• Streaming video story telling

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Advertorial

• The Lines between Church and State are now
  blurred

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Retention and ROI

• The magic question!

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Customization

• Space Dogs Travel Video Library talks to you

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Research

• Competitior research
• Lexis,
• Google alerts
• Profnet
• Media map
• PR Trak

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Interactive Passion

• Customers will tell you whats good and bad about
  your product before even you will know.
• Tap the passion!

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Public Relations Marketing Methods
Key Messages
Media Relations Resulting in Publicity
Guidebook Destination Oriented Publications
Broadcast Features/ Segments
Promotions Partnerships
Press Conferences Events Activities
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Clip Gallery
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Clip Gallery
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KIA TV Commercial
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Duracell TV Commercial