Chapter 13- Public Relations and Marketing September 2, 2008
Posted by sgdavis6439 in Reading Notes.Tags: consumer-focused marketing, IMC, Integrated Marketing Communications, marketing public relations
1 comment so far
- Unlike marketing approaches of the past which focused solely on the use of mass media, new strategies look to establish relationships between a company and its consumers. Organizations are utilizing what is being called consumer-focused marketing, or a method that employs various media outlets to build relationships with individual consumers.
- IMC is one of the most popular forms of consumer-focused marketing, and differs from mass marketing in five ways:
- Focuses on individual consumers
- Uses databases to target individual consumers rather than mass audiences
- Sends a well-focused message to each consumer through a variety of approaches
- Uses consumer-preferred media to send their marketing messages
- Favors interactive media that constantly gather new information
- While marketing, advertising, and public relations have their similarities, they differ in several ways. Where marketing focuses on a single public, and advertising purchases specific venues to promote, public relations handles several different publics and does not have to purchase anything for the purposes of promoting a product.
- Marketing public relations exists to promote the products of an organization. It uses a combination of the principles of public relations and marketing to promote a particular product to a consumer public. It focuses on building relationships with consumers, with the intention of persuading them to ultimately purchase the product.
- Integrated Marketing Communications Summarized
- IMC is successful because it focuses on individual consumers in a variety of ways, and maintains one clear message for consumers throughout the process.
- IMC campaigns usually begin with an audit that determines where an organization stands and make future recommendations. (List on p.420)
- Following the audit, a number of strategies exist which organizations utilize in order to create the most effective campaign possible for their intended purposes. (List on p.422)
