294 CHAPTER15 DESIGNING ANDMANAGINGINTEGRATEDMARKETINGCOMMUNICATIONS
newsworthy events to sponsor as a way of stimulating media coverage. For example,
when Anheuser-Busch sponsored a Black World Championship Rodeo in Brooklyn,
the event attracted more than 5,000 spectators.
➤ Implementing and evaluating the plan.PR implementation must be handled with care.
A great story is easy to place, but other stories might not get past busy editors. One of
the chief assets of publicists is their personal relationship with media editors. MPR’s
contribution to the bottom line is difficult to measure because it is used along with
other promotional tools. The easiest measure is the number of exposuresobtained in
the media, including the audience size and the cost of that space and time if
purchased at advertising rates. Other measures include changes in product awareness,
comprehension,orattituderesulting from the MPR campaign (after allowing for the
effect of other promotional tools). The most satisfactory measure, however, is sales-
and-profit impact, allowing the company to determine its return on MPR investment.EXECUTIVE SUMMARY
Modern marketing calls for more than developing a good product, pricing it attrac-
tively, and making it accessible to target customers. Companies must also communicate
with present and potential stakeholders, and with the general public. The marketing
communications mix consists of five major modes of communication: advertising, sales
promotion, public relations and publicity, personal selling, and direct marketing.
Developing effective marketing communications involves eight steps: (1) Identify
the target audience, (2) determine the communication objectives, (3) design the mes-
sage, (4) select the communication channels, (5) establish the total communications
budget, (6) decide on the communications mix, (7) measure the communications’
results, and (8) manage the integrated marketing communication process.
Managing the communications process calls for integrated marketing communi-
cations (IMC), a concept that recognizes the added value of a comprehensive planPublications:Companies rely extensively on published materials to reach and influence
target markets, including annual reports, brochures, articles, printed and on-line newsletters
and magazines, and audiovisual materials.
Events:Companies can draw attention to new products or other company activities by
arranging special events like news conferences, on-line chats, seminars, exhibits, contests and
competitions, and sport and cultural sponsorships that will reach the target publics.
News:One of the major tasks of PR professionals is to find or create favorable news about
the company, its products, and its people.The next step—getting the media to accept press
releases and attend press conferences—calls for marketing and interpersonal skills.
Speeches:Speeches are another tool for creating product and company publicity and
building the company’s image.
Public-Service Activities:Companies can build goodwill by contributing money and time
to good causes.
Identity Media:To attract attention and spark recognition, the firm’s visual identity is
carried by its logos, stationery, brochures, signs, business forms, business cards,Web site,
buildings, uniforms, and dress codes.Table 5.6 Major Tools in Marketing PR