Tilex: $2.1928.8 fl.oz.

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Tilex 2.19/28.8 fl.oz.
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Bleach 1.19/3 Quarts
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Pool Chlorine 2.39.10 Quarts
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Welcome to the World of Marketing!
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Public Relations, Advertising, and Marketing

• Integration is the Name of the Game!

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The Times, They are A-changin . . . .

• In the beforetime, Public Relations, Marketing,
  and Advertising were three separate and distinct
  entities.
  
• No More.
• SYMBIOSIS HAS OCCURRED! They are now called
  INTEGRATED MARKETING!
  
• Result Students of any of these three today need
  to CROSSTRAIN!

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Definition

• def. INTEGRAGED MARKETING approaching
  communications issues from a consumers
  perspective.

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In Plain English

• Consumers dont separate promotional material or
  newspaper advertising or community responsiveness
  into separate compartments. They lump everything
  together to make judgements about services and
  organizations.

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Definitions

• Marketing The selling of a service or product
  through pricing, distribution, and promotion.

• Public Relations The selling of the company that
  provides the service or product.

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As We Have Noted Before. . .

• You can make the best widgets in the world --
• You can provide the best service in the world --
• But if your company image or the image of your
  product becomes tarnished or suspect, youre out
  of business!

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What has brought PR and Marketing together?

• Consumer protests.
• More government scrutiny
• Product recalls.
• Food scares.
• The rapid spread of rumors.
• Media criticism.
• Internet sites.

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In Addition . . .

• Over the last 20 years, the amount of advertising
  in the U.S. has increased exponentially!
  
• News holes shrunk.
• TV ads went from 60 to 15, quadrupling the
  number of sponsors.
  
• Competition for consumer attention became
  fierce!
  
• In the 2004 presidential election, the monies
  spent for advertising are just short of 4
  BILLION, a new record high. (So much for
  McCain/Feingold!!)

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4Ps of Marketing

• Product
• Price
• Place
• Promotion
• And today add
• PUBLIC RELATIONS!

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Advertising Publicity

• Ads fight for attention amid the noise of
  competing ads (Burger Wars, Cola Wars, etc.)
  
• Ads are expensive.
• Ads are old after they have been seen 2-3 times.

• Can create consumer demand.
• Can explain complicated products.
• Publicity is cheap.
• Can tie product to a unique representative.
  (Morris the Cat)
  

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Also . . . .

• While Advertising is obviously self-serving,
  Publicity implies endorsement by a third party.
  
• Translation If you read it in the news, it must
  be important. (Implies third-party endorsement)

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Advertisers are getting Creative!
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And theyre also getting REALLY Creative!

• GMs Pontiac Division hooked up with Oprah
  Winfrey to give away 276 Pontiac G-6 cars to
  deserving audience members.
  
• GM agreed to pay sales taxes, title fees, etc.
• PR impact tremendous. Both Oprah and GM get TONS
  of positive ink.
  
• HOWEVER Problems arose when Uncle Sams IRS
  showed up and demanded income taxes (up to 7000
  in some cases) be paid by the winners.

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Note the Economics!

• The car giveaway cost GM approximately 5
  million.
  
• For that price, they got a full hour on Oprah
  (PRIME, PRIME TIME!!), plus all the news stories
  that followed up. (They made news!!)
  
• Cost of all that air time and newspaper space if
  they had purchased it would have been in the
  billions! (A single Super Bowl 30 spot can go
  for over 2mm.)
• So GM didnt buy one cent of traditional
  advertising time, but they got more favorable
  exposure for their product (and for Oprah) than
  they even dreamed!
• Translation When youre this PR savvy, who needs
  advertising?!?!
  

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PR Marketing Activities

• 1. Article Reprints
• 2. Trade Show Participation
• 3. Use of Spokespersons
• 4. Cause-Related Marketing

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Article Reprints

• 1. Arrange for reprints before article goes to
  press.
  
• 2. Carefully and specifically ID targets.
• 3. Emphasize reprints significance.
• 4. Include with other relevant information.

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Trade Shows

• 1. Have a specific reason to be there.
• 2.Unify all elements (messages) of your entry in
  the show.
  
• 3. Display whats new, innovative.
• 4. Hit the local scene.

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Spokespeople

• This is risky business !
• Celebrities can be very expensive.
• They can aslo get you (and your product!!) in big
  trouble!!
  
• Can send the wrong message.

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Causes as Marketing

• Be Careful!
• Good tool if used properly
• Match yourself with logical partner or cause
• Cause Celebre
• Everyone is GREEN nowadays!

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Public Relations Advertising . . . . .

• In the beforetime, this would have been an
  OXYMORON.
  
• Warner and Swasey American Business Campaign
  Sold image, NOT product.
  
• Various terms
• Image Ads -- Institutional Ads -- PSA
• TODAY PUBLIC RELATIONS ADS

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More Simply Put . . .

• Youre selling the SIZZLE!!
• Not the STEAK!

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Dont Forget Traditional PR (nonproduct)
Advertising

• Mergers
• Name Changes
• History
• Emergencies (UPS Strike, Pepsi Scare)
• Financial Strength
• New People

• Service Capabilities
• Trademark Protection and Promotion
• New products
• Etc. BE CREATIVE!!

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PR Ads today

• 1. Bottom Line Orientation
• 2. Ads must be clear and concise.
• 3. Top Management has to be on board.
• 4. Ads must persuade, not just inform.
• 5. Ads must also ell!(Persuasion, right?)
• 6. Honesty above all else!
• 7. Humor a plus (IF done right!)

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Ethics

• Today some product manufacturers (i.e. Cereal
  companies) are hosting websites which are
  supposedly just games for children.
  
• But theyre really ads for cereal, candy, and
  toys!

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Down the Road . . . . .

• INFOMERTIALS are here to stay.
• 900 Phone numbers arent just for phone sex
  anymore . . . !
  
• And the Movies arent just movies anymore . . . .
  .

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Never Forget Effects . . .

• Once your company, your product -- or even your
  industry becomes fodder for the cartoonists,
  youve got a SERIOUS problem!

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The Bottom Line

• From here on out, Advertising, Marketing, Sales
  Promotions, and Public Relations are all going to
  blend together!