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

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)

• 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

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