Public relations is used to support an organization’s marketing objectives, which is called marketing communications or marketing public relations. The activity of public relations is contributing to fulfilling marketing objectives; by developing new prospects for new markets, providing endorsements, for instance, newspaper, magazine, radio, and television, also make articles of the product and services. Many companies use the tools and tactics of public relations to support the marketing and sales objectives of their business. Marketing communications as the process of planning, executing and evaluating programs that encourage purchase and customer satisfaction through credible information. The goal of marketing is to attract customers and …show more content…
IMC is a cross-functional for planning, executing, and monitoring brand communications that designed to profitably acquire, retain, and grow customers (Strauss & Frost, 2012). Integrated marketing communications (IMC) program consists of the communication functions of marketing, public relations, advertising, and promotion. IMC leads to a total marketing communications strategy that builds strong customer relationships by showing how the company and its products can help customers solve their problems (Kotler & Armstrong, 2013). The communication functions need to work together with clear lines of two-way communication (McCartney, 2010). IMC ties together and reinforces all communications to deliver a strong brand identity. Companies manage all sources of information about a product or service in order to ensure maximum message penetration. In an integrated program, for instance, public relations activities are often geared toward obtaining early awareness and credibility for a product. Publicity in the form of news stories builds credibility, excitement in the marketplace, and consumer anticipation. These messages make audiences more receptive to advertising and promotions about the product in the later phases of the campaign. Indeed, there is a growing body of support that public relations is the foundation for branding and positioning a product or service (Wilcox & Cameron,
In todays marketing world there are several types of traditional and non-traditional promotion mix tools to better accomplish your marketing objectives. DJ Jekyll & Mz Hyde, after careful consideration and review have implemented an integrated marketing communications strategy (IMC) to ensure the best possible return on investment (ROI).
The marketing idea is tied in with accomplishing corporate objectives by meeting and surpassing client needs superior to the opposition. The best approach to do this is for organizations to consider what value they are proposing to offer to their clients and once this choice is made, choose how to impart this message to their clients/commercial center (Fahy and Jobber, 2012). It is viewed as that there are 3 principle components to the marketing communication mix: tools, media and messages (Baines and Fill, 2014). This essay focuses on the diagram and critique of the initial two of these, tools and media.
..., M. A., Kerr, G.E., & Powell, I. (2012). Advertising and promotion. An integrated marketing communication perspective. North Ryde, N.S.W.,Australia: McGraw-Hill Aust. Pty. Ltd.
Appendix 2 shows the benefits of the promotional mix tools used. Integrated marketing communication is a concept of marketing communication from each promotional mix that combines and evaluates the planned role of different communication (Naeem, Bilal &Naz, 2013, p.g. 125). The. There are factors that affect the marketing mix and there are nature of product(product characteristics such as the costs and risks and the social risk), stage in product life cycle and target market, type of buying decision, promotion funds and the push or pull strategy. Appendix 3 shows the push and pull strategy.
A public relations campaign is defined as a number of events that all share a specific goal. A public relations campaign can often help an organization or company with public opinion. In public relations, there are steps to the process as we discussed in the past lesson. The key to public relations includes research, planning, and problem solving. These organizations do their research as to what is politically correct, and what is wrong.
The discipline of public relations is a modern profession which has been in existence for only close to a century; however, it has already taken an important role in the fields of business, government, entertainment and non-profit organizations including educational institutions and healthcare organizations. Public relations professionals are required to have excellent organizational, interpersonal and communication skills and have the ability to persuade the public. It is imperative for PR professionals to effectively communicate with its public in order to establish and maintain a positive relationship. Furthermore, public relations professionals must have the ability to work under pressure and effectively manage crisis which may have detrimental effect on the company and the public it serves. State purpose of paper and an overview of what will be covered in the introduction
The key element for basic marketing strategy is integration in which elements of the campaign must work together in a planned approach. Integration is a way to develop campaigns that maximize consistency among the philosophy of all brand messages. Overall total brand communication is a consistent vision for the life of the brand and total communication is defined as everything that communicates within a campaign. The messages are delivered by elements of the marketing mix and brand experience to create a 360 degree of communication. An IMC st...
Eastman Kodak is using IMC tools to make the connection between consumers and their brands. A major advertiser, Kodak uses all the disciplines including advertising, sales promotion, electronic media, CRM and PR. Public relations (PR), has been a key measure at the corporate level to "help build brand reputation, communicate financial performance, and address public affairs issues that affect company success" (http://www.prfirms.org/docs/ 2006/2006ANA_Presentation.pdf). However, the flip side to PR is how it helps connect target audiences to build and position brands, change behavior, and move products off the shelves. To keep Kodak's products in consumer's minds, Kodak has geared up a multitude of movie-themed promotions and sweepstakes prizes using a variety of media outlets. For example, Kodak EasyShare Gallery offered consumers free movie tickets to Pirates of the Caribbean: Dead Man's Chest with a $20 purchase at KodakGallery.com. As well, an online sweepstakes asks consumers to participate in a photo treasure hunt for a chance to win Kodak products or a trip to Disneyland (Johannes, 2006). Our paper will explain our chosen IMC message; identify our target audience and how the message/message strategy will influence behavior, and the strategy we will use to ensure a consistence message in the marketplace.
Today’s business environment is highly dynamic and competitive. In order to become successful, companies must use advanced marketing techniques and branding strategies. The significance of Integrated Marketing Communication (IMC) is therefore, very critical. IMC sends out a single message through different media vehicles, which helps the company to target a wide variety of audience. According to Gerber (2008), Integrated Marketing Communication is the process of using a combination of different types of marketing communication to send the same message to consumers. The following report lays an IMC plan for N...
IMC starts with the identification of consumer needs. IMC builds a strong brand identity in the market-place by tying together and reinforcing all your images and messages. IMC means that all your corporate messages, positioning and images, and identity are coordinated across all [marketing communications] venues. It means that your PR materials say the same thing as your direct-mail campaign, and your advertising has the same look and feel?as your Web site.?
Marketing communications (marcom) include customer-facing materials such as brochures, press releases, Web sites, and trade show presentations. The proximity of marcom planning to the customer makes it one of the most important activities that a company undertakes. Thoughtfully written marcom plans:
However, as a plan, strategy is conceived in advance, has a purpose and is thoughtful to some degree. Public relations works best as a strategic management function. Strategic public relations is focused on achieving objectives and goals that contribute to the overall purpose and mission of an organisation. Strategic management is the science and art of formulating, implementing, and evaluating cross-functional decisions that will enable an organization to achieve its
Marketing communications is the best way to appreciate the value of the goods and services offering by organization. Traditional tools of marketing communication disciplines are five: advertising, sales promotion, personal selling (see the EBS Sales Force Management text), public relations and direct marketing. There are also media in which time and space can be bought or used to deliver messages to target audiences. Organisations are planning which appropriate mix of these tools and the choice of media has for a long time been largely predictable.
Several facts are changing in today’s marketing communications. More companies adopt the new concept of integrated marketing communications (IMC) to convey a consistent message about their brand and products. Hence, IMC has played a powerful role and developed into a useful strategy for company to reach more customers and build good customer relationships. According to Herstein et al. (2008), IMC is one of a successful strategy that coordinates and integrates all of marketing communication tools to efficiently and economically influence between an organization and its existing and potential customers. Moreover, marketers can combine IMC tools (advertising, sale promotion, personal selling, direct marketing and public relations) rather than separate practices to create values and avoid potential conflicts (Duncan & Everett, 1993). In fast food industry, fast food chains integrate advertising, sale promotion, sponsorship, packaging and Internet to promote their products as well as build brand image (Sperber, 2003; Story & French, 2004; Morrison, 2010). Advertising is most used form of communication and the most frequently utilized medium due to it easily contact the target market, especially on television advertising (Story & French, 2004; Case, 2007). In addition, simple toys and products are typically used by fast food chains in children’s meal to attract children and adolescents.
"There is a fundamental difference between the functions of public relations and the functions of marketing and advertising. Marketing and advertising promote an individual product or service. Public relations promotes an entire organization" (Seitel, 2004). There are several functions of public relations and they can be categorized into organizational functions and societal functions. Some of the organizational functions of PR are: media relations; employee relations; and community relations. "PR specialists must understand the attitudes and concerns of community, consumer, employee, and public interest groups and establish and maintain cooperative relationships with them" (Bureau of Labor Statistics, 2006).These functions are organizational because they maintain goodwill between the organization and consumer by providing information on how the organization contributes to the overall well-being of the community.