MKTG CH 13

public relations

communications tool that seeks to influence the opinions and attitudes of target groups through the use of unpaid media exposure

* target media to generate positive publicity for company/brand/product
* form of crisis management and image management

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benefits of public relations

* more credible than advertising
* strong impact on public awareness
* company does not pay for space or time in media
* the web increasingly important PR channel
* youtube, facebook, instagram

public relations tools

* press release
* press conference
* special events
* company reports
* social media release

proactive PR

finding good news and sharing it to enhance credibility of brand

reactive PR

crisis management - handle bad publicity

direct response marketing

tool designed to comms with consumers in targeted and personalized way

* traditional: radio, tv, print
* online: social media, display ads, email (opt in)

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* call to action for consumers
* requires comprehensive and up to date database
* use metrics to evaluate success
* business leads, traffic generation, direct orders

Event marketing

creation or involvement of a brand in an experience or occasion that heightens its awareness. creates positive associations, and generates a desired response

Sponsorship

company paying a fee in exchange for inclusion in an event

Search engine marketing (SEM)

* search engine optimization (SEO)
* organic (non paid)
* ensuring websites are written, indexed, and coded so that they are highly rated ranked by search engines
* long term
* par per click advertising (PPC)
* ads that appear in response to keyword triggers on search engines, websites, blogs, social media
* advertiser pays only when ad is clicked
* short term

influencer marketing

* practice of focusing on identification and recruitment of influencers to advocate a company’s products rather than focusing on exclusively on prospective buyers

word of mouth marketing

based on spread of positive messages by listening to consumers

* viral level
* create buzz through social media that seeds fun and interesting messages
* with influential people who spread the word
* influencer level
* identifies key communities, opinion leaders, and product advocates who get personally involved with the brand and have the ability to influence others
* professional level
* official referral programs may be put in place to reward satisfied customers who refer the brand to friends and contacts
* ex: costco

social media vs traditional media

* social media more flexible and can be changed even after purchase
* available immediately
* can have less reliable demographic data
* needs dedicated attention
* produced inexpensively

mobile marketing

* mobile devices used to comms to gather info, and to be entertained
* consumers connect in and out of home using portable devices
* mobile devices become tools that help manage daily lives

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mobile marketing tools

* demographically
* by device
* by interest
* in real time by exact location
* mobile web
* mobile apps
* push notifications

mobile marketing regulations

Canada’s antispam legislation (CASL)

* CRTC
* Canadian Wireless Telocomms (CWTA)
* Mobile Marketing Association (MMA)
* code of conduct