Marketing public relations concept

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Pemahaman Marketing Public Relations

Judhie Setiawan, M.Si

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Marketing Mix

Much Public Relations activity is directed at supporting marketing, where it is assigned to the part of ‘marketing mix’ called promotion.

The ‘marketing mix’ is also known as the seven Ps: 1. Product 2. Price 3. Place (distribution) 4. Promotion

----------------------------------------------------------------- 5. People (because everyone who has a customer interface influences purchase decision-making) 6. Process (reflecting the involvement of the customer in the production

process) 7. Physical evidence (since less tangible services often need to be made

more apparent)


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Promotion Mix

Various forms of marketing communication in turn comprise the ‘promotion mix’:

Sales Promotions Direct

Marketing

Public Relations

Personal Selling

Advertising

Target Audiences

Media

Media

Media New Media

Media

Media


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Understanding of Marketing Communication

v  A variety of programs designed to improve, maintain, or protect a company or product image. (Kotler, 1991)

v  Organizations engage with a variety of audiences in order to

pursue their marketing and business objectives. v  From a marketing perspective, public relations is part of the

marketing communication mix. v  The smaller the company’s promotion budget, the stronger the

case for using PR to gain share of mind v  Marketing communication can act as a differentiator,

particularly in the market where there is a little to separate competing products and brands


L o g o The Process Of Exchange in Marketing Communication


L o g o The Process Of Exchange in Marketing Communication


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Marketing Communication Mix

There are five principal marketing communication tools: ADVERTISING: Advertising is a non personal form of mass communication that offers a high degree Of control for those responsible for the design and delivery of advertising messages. Low credibility . It can be used for large audiences or an particular specialized segment. An advertising plan is composed essentially of three main elements: 1.   The message, or what is to be said 2.   The media, or how the message will be conveyed 3.   The timing, or manner in which the message will be carried SALES PROMOTION: Sales promotion comprises various marketing techniques, which are often used tactically to provide added value to an offering, with the aim of accelerating sales and gathering marketing information. Sales promotion is a non personal form of communication but has a greater capability to be targeted at smaller audiences.


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PERSONAL SELLING: Personal selling is traditionally perceived as an interpersonal communication tool that involves face-to-face activities undertaken by individuals. PULIC RELATIONS: The increasing use of public relations, and in particular publicity, is a reflection of the high credibility attached to this form of communication. Kotler offers six suggestions beyond simple publicity: v  Assist in the launch of new products v  Assist in the repositioning a market product v  Build up interest in a product category v  Influence specific a target groups v  Defend products that have encountered public relations v  Build the corporate image in a way that projects favourably on its products. DIRECT MARKETING: Direct marketing seeks to target individual customers with the intention of delivering personalised messages and building a relationship with them based upon their responses to the direct communication.


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Definition of MPR

The use of public relations strategies and tactics to achieve marketing objectives. The purpose of MPR is to gain awareness, stimulate sales, facilitate communication, and build relationship between consumers, companies, and brands.

Marketing public relations is a comprehensive, all-encompassing public awareness and information program or campaign directed to mass or specialized audiences to influence sales or use of a company’s products or services (Thomas L.Harris, 2002)


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Marketing Public Relations Objectives

v  MPR function is focused more narrowly on just the product brand and its customers. Its primary purpose is to achieve third-party endorsement from key customers, such a news media. The third party endorsement is the real key to MPR’s success, and has been noticed by the great marketing minds of our time.

v  MPR also to create ‘word of mouth’ ‘buzz” about the brand by generating news about the product and its features, holding special events to demonstrate the product, creating educational materials to facilitate usage of the product, and generating goodwill for the brand by associating it with good causes.


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Kotler (1991) argues that MPR can contribute to four marketing objectives:

§  Awareness, §  Credibility §  Stimulation of the sales force and dealers, §  Holding down promotion costs.


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Major Tools In Marketing Public Relations v  Publications

Companies rely extensively on published materials to reach and influence their target markets. These include annual reports, brochures, articles, company newsletter and magazines, audiovisual

v  Events Companies can draw attention to new product or other company activities by arranging special events like news conferences, seminars, outing, trade shows, exhibits, contests and competitions, and anniversaries that will reach the target publics

v  Sponsorships

Companies can promote their brands and corporate name by sponsoring sports and cultural events and highly regarded causes.

v  News

One of the major tasks of PR professionals is to find or create favorable news about the company, its products, and its people, and get the media to accept press release and attend the press conferences


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Major Tools In Marketing Public Relations v  Speeches

Increasingly, company executives must field questions from the media or give talks at trade associations or sales meetings, and these appearance can build the company’s image

v  Public-Service Activities

Companies can build goodwill by contributing money and time to good causes

v  Identity Media

Company need a visual identity that the public immediately recognizes. The visual identity is carried by company logos, stationary, brochures, signs, business cards, buildings, uniforms, and dress code.

Philip Kotler and Kevin Lane Keller: 2006;p.553


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The Role of Marketing Public Relations v  Assisting in the launch of new products

v  Assisting in repositioning a product

v  Building interest in a product category

v  Influencing specific target groups

v  Defending product that have encountered public relations

v  Building the corporate image in a way that reflects favorably on its products.

Philip Kotler and Kevin Lane Keller: 2006;p.552


L o g o The Many Uses of MPR

v  Product Promotion - Introduce new products - Revitalize, re launch, reposition mature products - Communicate new benefits of old products - Involve people with products - Engage customers with products on-line - Build or maintain interest in a product category

v  Building Markets

- Reach demographically defined markets - Cultivate new markets - Reach secondary market - Reinforce weak markets - Reach lifestyle-defined markets - Identify companies and products with special-interest markets


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v  Advertising support - Extend the reach of advertising - Counteract consumer resistance to advertising - Break through commercial clutter

- Make news before advertising breaks - Make advertising newsworthy - Complement advertising by reinforcing messages and legitimazing claims - Supplement advertising by communicating additional products benefits - Attract visitors to commercial web sites - Gain awareness in media where product is not advertised

v  Marketing support

- Test marketing concept - Reinforce sales promotions campaigns

- Tailor marketing programs to local audiences - Raise brand awareness through title sponsorships - Create new media and new ways to reach consumers


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v  Corporate Reputation - Build consumer confidence and trust in the company behind the product - Win consumer support by identifying companies and brands with causes

they care about - Position companies as leaders and experts - Interpret the impact of emerging issues on the marketplace - Open communication marketing decisions in the public interest - Influence opinion leaders - Defend products at risk

v  Sales Support

- Gain distribution - Build store traffic - Generate sales inquiries - Motivate the sales force - Win retailers support


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Education

Marketing public relations concept