PR

TV                                                                                                                   Reach 

Radio                                                                                                              Rating

Outdoor                                                                                                           Reach

Newspaper                                                                                                      Frequency

Magazine                                                                                                        Brand Interaction 

                                                                                                                       Rating Points

                                                                                                                        Brand lift

• Used for Brand Awareness
• Generate mind shares
• Tailored for mass audience
• Difficult To Manage

Trade Marketing/Sampling                                                       ROI

Road Show/Door to Door                                                         Cost Per Head     

Promotion/Selling                                                                      Quantifiable Lead

Event Management                                                                    New Customer

Direct Mail                                                                                   Real Metric

• Used to Repeat Sales & Generate Loyalty

• Targeted at individuals for their needs & preferences

"The planned & sustained effort to establish and maintain goodwill and mutual understanding, between an organisation & its publics".             (Institute of PR) 

OR

"Management of relationships between organisations & their stakeholders"          (Bruining & Ledingham, 2000) 

• High Credibility
• Low Control
• Low Cost
• Audience Diversification

• Employees - Employee Relations
• Customers - Media Relations
• Organisation/Communities - Corporate PR
• Financial Groups = Financial/Investor Relations

MEDIA RELATIONS

• Press Releases
• Press Conferences
• Interviews

EVENTS

• Product Events
• Corporate Events
• Community Events

1. Gain Publicity

2. Create Entertaining Opportunities

3. Promote Favourable Brand Associations

4. Improve Community Relation

5. Create Promotional Opportunities

Primary

• Build Awareness
• Develop Customer Loyalty
• Improve Image

Secondary

• Attract New Users/Custs
• Supports Dealers
• Motivate Staff

Personal Communication w/ Custs

• Activity should be measurable
• Reward in relationships

Main Objective

• Remove 'middle men'

Complementary Tool = Awareness & Info

Primary Differentiator = Cut custs, Avoid middle men

Sales Channel = multiple sales channels can be used

Brand Vehicle = Develops cust relationships

• Interactive
• Uses individually addressed marketing media/channels (mail, phone etc) 
• Provides info to TA
• Stimulates Demand
• Creates consistent relationship w/ consumer

Strengths

• Interactive
• Feedback is direct
• Seller is focused on client

Weaknesses

• High cost per contact
• Low Reach 
• Low Frequency