It provides press releases and holds news conferences to announce new products

It provides press releases and holds news conferences

This preview shows page 5 - 7 out of 10 pages.

It provides press releases and holds news conferences to announce new products, the formation of strategic alliances, management changes, financial results, or similar developments Marketing and Non-Marketing Public Relations Non-marketing Public Relations – organizational messages about general management issues o Companies that have a plan of action and can effectively handle a crisis by generating positive public relations generally can survive these types of crisis Marketing Public Relations (MPR) – narrowly focused public relations activities that directly support marketing goals o MPR involves an organization’s relationships with consumers or other groups about marketing concerns and can be either proactive or reactive o Proactive MPR – marketers takes initiative and seeks out opportunities for promoting the firm’s products, including distribution of press releases and feature articles o Reactive MPR – respond to external situation that has potential negative consequences for the organization Publicity Firms generate publicity by creating special events, holding press conferences, and preparing news releases and media kits Generates minimal costs compared with other forms of promotion, it does not deliver its message entirely for free Publicity related expenses: o Costs of employing marketing personnel assigned to create and submit publicity release o Printing, and mailing costs, and related expenses To promote their images or viewpoints Sponsorships Sponsorship – relationship in which an organization provides funds or in kind resources to an event of activity in exchange for a direct association with that event or activity The sponsor purchase two things: o Access to the activity’s audience o Image associated with the activity Involve advertising, direct mail, and sales promotion, publicity in the form of media coverage of the event, and personal selling at the event They involve relationship marketing, bringing together the event, its participants, the sponsoring firms, and their channel members and major customers How Sponsorship Differs From Advertising These differences include: o Potential cost effectiveness, the sponsor’s degree of control vs. that of advertising, nature of the message, and audience reaction
Image of page 5
Direct Marketing Both business to consumer and business to business marketers rely on this promotional mix elements to generate orders or sales leads that may result in future orders Helps increase store traffic, improving the chances that consumers will evaluate and perhaps purchase the advertised goods and services Opens new international markets of unprecedented size Communications pursue goals beyond creating product awareness Helps organizations win new customers and enhance relationships with existing ones Databases are an important part of direct marketing Direct Marketing Communications Channels Direct Mail Direct Mail – communications in the form of sales letters, postcards, brochures, catalogues, and the like conveying message directly from the marketers to the customer
Image of page 6
Image of page 7

  • Left Quote Icon

    Student Picture

  • Left Quote Icon

    Student Picture

  • Left Quote Icon

    Student Picture