Mark 3000 1st Edition Lecture 14Outline of Last Lecture I. Steps of advertising continued II. Regulatory and ethical issue in advertising Current Lecture I. Public Relations II. Sales Promotions III. Direct marketing IV. Digital Marketing Outline of Current Lecture Public Relations: Actions to maintain positive relationship with community and media. Not directly paid  “Free” Media attention  Importance has grown o Costs: The cost of other forms of marketing communications ahs increased therefore, the importance of PR has grown o Credibility: People view media coverage created through PR as more credible andobjective than any other aspects of an IMC program because firm does not buy the space  Cause related marketing: commercial activity in which a business and charities form a partnership to market an image, product or service for mutual benefit  Forms of Public relations: o Publicity: Press releases, Generate news coverage of organizations activities or products/ services o Company tours: Give consumers an opportunity to get a look at the operations ofa firm o Speakers: Representatives form the company devoting time to speak at events in the community  Head of important firms that come to Terry for Terry Talks These notes represent a detailed interpretation of the professor’s lecture. GradeBuddy is best used as a supplement to your own notes, not as a substitute.o Sponsorships: corporations support various activities usually in cultural or sports and entertainment sectors.  Ex. Red Bull sponsoring extreme sports o Annual Reports: Give required financial performance data and inform investors and others about the organization Sales Promotions are special incentives or excitement building programs tat encourage consumers to purchase a particular product  Consumer promotions o Coupons: offer discount on price of specific items  Traditionally low redemption rates but with technology and firms like Group on it is higher. o Deals: refers to type of short-term price reduction that can take several forms  Featured price  Buy one get one offer  Certain percentage more offer contained in larger packaging. o Premium: offers an item for free or at a bargain price to reward some type of behavior such as buying, sampling or tasting.  Toys inside cereal boxes, coupons attached to products o Contest: refers to brand sponsored competition that requires some form of skill or effort o Sweepstakes: form of sales promotion that offers prizes based on a chance drawing of entrant’s names  Does not require buying the product o Samples: offer potential customers opportunity to try a product or service beforethey make a buying decision o Loyalty programs: designed to retain customers by offering premiums to customers who make multiple purchaseso Product placement: Inclusion of product in nontraditional situations such as In a scene in a movie or television program  Characters drinking coke on Big Bang theory  Using sales promotion tools: o Cross-promoting: when 2 or more firms join to reach a specific target market  Products must appeal to same target market  Trade Promotionso Point of purchase displays: merchandise displays located at point of purchase such as checkout counters o Contests for store managers: giving store mangers incentive to sell product  Must be fair  Can create conflict in channel Direct Marketing is the delivering of promotional material individuals Includes: Customer databases, items mailed to home and emails to individuals It can be creative but also be easily ignored Firms use email to inform customers of new merchandise and special promotions Using customer databases has enabled marketers to identify and track consumers over time andacross purchase situations Mobile marketing: marketing through wireless phonesDigital marketing: Websites Firms use website to build brand image and educate customer about products or services Some firms sell products over the website Blogs: Contain periodic posts on common webpage Communicates trends, announces special events, create positive word of mouth and connect customers by forming a community Social media: media content distributed through social interactions 3 most popular: YouTube, Facebook, Twitter Customers review, communicate about and aggregate information about products Allow for interaction among