CH 16 Integrated Marketing Communications

Integrated Marketing

is the intersection of PR and publicity, advertising, sales promotion, and marketing to promote organizations, products, and services.

Integrated marketing communications examples:

marketing-oriented tweets

facebook messages

instagram photos

youtube videos

internet publicity

celebrities as a spokespersons

product placements

sponsoring concerts

creating street theater

Integration of Marketing Techniques

• traditional aadvertising and marketing can build brand awareness

• poblic relations established credibility and tells a comprehensive brand story

• database marketing touches consumers one-to-one

• sales promotion motivates them to action

• the integration of these techniques can help build a cohesive presence for a brand.

Marketing

selling a service or product through pricing, distribution, and promotion.

Advertising

subset of marketing; pay to place message in media formats

Clutter increased importance of

public relations.

Public Relations is

• the marketing of an organization

• the use of unbiased, objective, third-party endorsement to relay information about that organization’s products and practices.

Public relations establishes

credibility and tells a brand story more comprehensively than advertising.

Describe the role advertising might play in an integrated marketing communications strategy

Describe the role public relations might play in an integrated marketing communications strategy

Describe the role databse marketing might play in an integrated marketing communications strategy

Describe the role sales promotions might play in an integrated marketing communications strategy

How is public relations different from marketing and advertising?

A great deal of what the public knows and believes comes through

press coverage

Product Publicity can be effective when

• introducing a revolutionary new product

• eliminating distribution problems with retail outlets

• small budgets and strong competition

• explaining a complicated product

• tying the product to a unique representative

Third party endorsement refers to

the tacit support given a product by an “objective” third-party observer—a blog, newspaper, magazine, tweet, or broadcast—which mentions the product as “news.”

Third Party Endorsement

• advertising perceived as self-serviing

• publicity carries no stigma

• news is more trustworthy than advertising from a nononjective sponsor

• bloggers may be sponsored; print editors sensitive to product placements

When a company ises a well-known spokesperson to promote products it can be subjected to

journalistic scorn

journalists believe it is unethical if paid endorsements are

not disclosed

native adveritisng also known as

branded content or sponsored journalism

native advertising

• content authored by and paid for by public relations professionals

• placed in news site news columns

• shoulder-to-shoulder with real news

• appears to lool like the real thing