IMC12 Copy

8/2/2019 IMC12 Copy

1/26

Click to edit Master subtitle style

4/3/12 saminahmadimc12

12BrandPublic

Relation

Marketing

Communications

4/3/12 11saminahmadimc12

8/2/2019 IMC12 Copy

2/26

Relation



I M C PublicRelations

Brand PR is

different

from4/3/12 22saminahmadimc12

8/2/2019 IMC12 Copy

3/26



PR is getting others to talk aboutyou

So did Glamour girlMelinda Messengerspublic shower

on behalf of ther ni r n .4/3/12 33saminahmadimc12

8/2/2019 IMC12 Copy

4/26




Advertising coupled with sponsorship

and PR is by far the most effective

route to drive softer/intermediate

measures of effectiveness such as Brand awareness

Image

Fame


8/2/2019 IMC12 Copy

5/26



I M C PR for BrandBuilding

PR is the art of :

Addressing consumersindirectly through

1. Intermediaries,

2. Authorities, And

3. Influencers


8/2/2019 IMC12 Copy

6/26




The Key to succesful

PR is :1.Identify the most

effective influence on yourbrand target

2. How to make theseinfluencers

the target of your PR4/3/12 66saminahmadimc12

8/2/2019 IMC12 Copy

7/26



I M C PR for BrandBuildingWhat is PR?

1. PR is a continuous, iterative

cycle

2. PR works indirectly through an

INFLUENCER upon the brand

TARGET,

rather than directly4/3/12 77saminahmadimc12

8/2/2019 IMC12 Copy

8/26




What is PR?4. PR is a dialogue, not one-way

5. PR is predictable but not

guaranteed/controlled

6.

PR can say things that theadvertising cannot


8/2/2019 IMC12 Copy

9/26




What is PR?7. PR builds over time, but can also be

used quickly when needed

7. PR is good at influencing specificaudiences (narrowcasting) , as

well as in mass communication

7. PR uses their words, not ours

, because PR is getting

others to talk about you4/3/12 99saminahmadimc12

8/2/2019 IMC12 Copy

10/26



I M C PR for BrandBuildingPR is the art of :

Reaching consumers indirectlythrough INFLUENCERS whom theconsumers believe and respect

The influencers in turn tell othersthrough

Word-of-mouth &

Viral Marketing


8/2/2019 IMC12 Copy

11/26




PR is the art of :

Harnessing other peoplesopinions

Rather than makingPRODUCERS CLAIMS.


8/2/2019 IMC12 Copy

12/26




Its like a domino4/3/12 1212saminahmadimc12

8/2/2019 IMC12 Copy

13/26





bli

8/2/2019 IMC12 Copy

14/26




ADVERTISING

SALESPROMOTI

ON

PERSONAL

SELLING PUBLIC

RELATIONS

PROMOTIONS MI X


I M C PR f B d

8/2/2019 IMC12 Copy

15/26




PR is the art of :1. Drawing ATTENTION towards the

brands2. Adding CLARITYto the brand

3. Making the communication more

CREDIBLE to the consumers


I M C P bli

8/2/2019 IMC12 Copy

16/26




P R :1. ENHANCES THE CORPORATE IMAGE

2. MAKES THE BRANDS BETTER

KNOWN TO CONSUMERS

3. ACHIEVES A FAVOURABLE

PERCEPTION IN THE MARKET ,

HENCE PART OF I.M.C.4/3/12 1616saminahmadimc12

I M C PR f B d

8/2/2019 IMC12 Copy

17/26




BRAND PR is different,It is :

1. Not Another

AdvertisingChannel4/3/12 1717saminahmadimc12

I M C PR f B d

8/2/2019 IMC12 Copy

18/26




BRAND PR is different:

2. It Is A FormOf

Communicati4/3/12 1818saminahmadimc12

I M C PR f B d

8/2/2019 IMC12 Copy

19/26




BRAND PR is different,It :

3.Has A

DifferentCommunicati4/3/12 saminahmadimc12

I M C PR f B d

8/2/2019 IMC12 Copy

20/26




What Can Brand

PR Do ?1. Help Launches, Re-launches

2. Protect Brand Reputation3. Re-vitalise Sagging Sales

4.Make Brand More Credible

5. Educate About The BrandBenefits

6. Provide Brand SALIENCY 4/3/12 2020saminahmadimc12 I M C PR for Brand

8/2/2019 IMC12 Copy

21/26




1. BRAND PR can help Launches,Relaunches

1. Brand extension into newcategories

2. Build anticipation beforea launch

3. Maximize the launcheffect


I M C PR for BrandR

8/2/2019 IMC12 Copy

22/26



I M C PR for BrandBuilding Recap

What Can Brand PR Do ?

1. Help Launches, Relaunches2. Protect Brand Reputation

3. Re-vitalise Sagging Sales4. Make Brand More Credible5. Educate About The Brand Benefits

6. Provide Brand SALIENCY RELATIVEIMPORTANCE


I M C PR for Brand

8/2/2019 IMC12 Copy

23/26




4. BRAND PR can make brand morecredible

Qualities of Tea4/3/12 2323saminahmadimc12

I M C PR for Brand

8/2/2019 IMC12 Copy

24/26



I M C PR for BrandBuildingAssessing the relative value of

INFLUENCERS

Influencer isActive

Influencer isPassive

HIGHimpact on

ENDTargetcustomer

Lowimpact onEND

Target

HEALTHCARE EXHIBITIONS

DOCTORS

WRITERS IN CONSUMERMEDIA

WRITERS IN MEDICALMEDIA

GENERAL PUBLIC

PROFESSIONALASSOCIATIONS

FRIENDS & FAMILY

MEDICAL CONSUMERADVERTORIALS


I M C PR for Brand

8/2/2019 IMC12 Copy

25/26




What Can Brand PR

Do ?1. Help Launches, Relaunches

2. Protect Brand Reputation3. Re-vitalise Sagging Sales

4.Make Brand More Credible

5. Educate About The BrandBenefits

6. Provide Brand SALIENCY RELATIVE4/3/12 2525saminahmadimc12 I M C PR for Brand

8/2/2019 IMC12 Copy

26/26



I M C PR for BrandBuildingFar more so than in Advertising,

A good PR campaignPromotes viral marketing

The domino effect of influencers

Influencing consumers,

WHO then influence each


IMC12 Copy

Documents

Transcript of IMC12 Copy