IMC tools Public Relations “ Public relations

Transcript:IMC tools Public Relations “ Public relations:
IMC tools Public Relations “ Public relations consists of all forms of planned communication, outwards and inwards, between an organisation and its public for the purpose of achieving specific objectives concerning mutual understanding.” - Frank Jefkins “Public relations means building good relations with the company’s various publics by obtaining favourable publicity, building up a good corporate image, and handling or heading off unfavourable rumours, stories and events.” - Philip Kotler and Gary Armstrong. Need for PR Develop favorable image Develop business Create public awareness about organisational programmes Making consumer base Educating various audiences about the enterprise Resolve issues Develop goodwill Corporate advertising Advertising done to promote the corporate as a whole instead of individual products. Objectives Build positive image Communicate views on social, business and environmental issues Boost morale and smooth labour relations Attract new employees Report company’s accomplishments Reflect change in corporate personality Types of corporate advertising Image advertising General image and positioning ads Sponsorships Recruiting Generating financial support Event sponsorships Advocacy advertising Cause related advertising PR tools News Speeches Special event Publications Advertorials Audio visual materials Blogs Corporate identity materials Contribution Web site Press releases Press kits Employee/ Community/ Financial relations programmes Sales promotion “Sales promotion consists of a diverse collection of incentive tools, mostly short-term, designed to stimulate quicker and/or greater purchase of particular products/services by consumers or traders.” - Philip Kotler Types of SP Importance of sales promotion Introducing new products and services Weapon to face competition Unload cumulative inventory Overcome seasonal decrease in sales Regain lost consumers Make advertising more effective, support it Support and compliment sales force effectiveness Reasons for growth in SP Increasing competition Price sensitive customers Positive sales impact Standardised products available Consumer acceptance Expectations of price decrease Expensive and less effective advertising Powerful traders – trade SP Importance of Sales volumes Increase impulse buying Declining brand loyalty Excess stocks Internet Using internet for marketing of products is increase. Means of reaching a large no of customers in a short span of time Can act as an effective tool for marketing different type of products. Internet is a multi-faceted promotional tool Has the greatest impact on marketing Importance of Internet Advertising on Internet Sales promotion on internet Personal selling on internet Public relations on internet Direct marketing on internet Advantages of internet Target marketing Message tailoring Interactive capabilities Information access High sales potential Exposure Speed Cost effective Complement to other IMC tools