Ch16 Integrated Marketing Communications（课件）- 《公共关系实务》同步教学（清华大学版）

The Practice of Public Relations Fourteenth Edition Chapter 16 Integrated Marketing Communications If this PowerPoint presentation contains mathematical equations, you may need to check that your computer has the following installed: 1) MathType Plugin 2) Math Player (free versions available) 3) NVDA Reader (free versions available) 1 Learning Objectives 16.1 To discuss the synthesis of advertising, marketing, and public relations to yield an integrated marketing approach in promoting products, services, and brands. 16.2 To discuss, in detail, the two marketing differentiators of public relations—publicity and third-party endorsement. 16.3 To explore the communications elements that contribute to building a differentiable brand. 16.4 To examine the various tactics and techniques that distinguish integrated marketing, from the traditional— public relations advertising, trade shows, cause-related marketing, etc.—to the 21st-century innovations—social media marketing, brand integration, buzz marketing, and so on. Products and services market themselves differently than they used to. 2 Opening Example: Sponsored Selfie Current promotional vehicles include sponsorships, product placement, and sponsorships Ariana Grande, Cristiano Ronaldo, and Padma Lakshmi get paid by companies to tweet about their products The Kardashians get paid $250,000-$500,000 per post Examples include the U.S. News & World Report “Top 100 Hospitals” merchandising package and the New York Life Insurance “safe at home” sponsorship 3 Everything Is Up for Sale Market values govern every sphere of life Various discrete disciplines that have always added up to “marketing” are more integrated than ever Integrated marketing is the intersection of public relations and publicity, advertising, sales promotion, and marketing The idea that market values govern every sphere of life may be an overstatement, but the promotion of organizations, products, and services is done in an integrated way. While tradition