Mata kuliah
Tahun
: 00332 - PUBLIC REALTIONS ADVERTISNG
: 2010
WRITTEN TACTICS
Pertemuan 10
By: Dr. Drs. Dominikus Tulasi, MM.
Learning Objectives
• At the end of this meeting, students expected
to conclude the comprehension, definition, and
concept of Public Relations, related to
advertising tools, in achieving and consumers
or market targeting.
• The students are expected to originate their
analysis based on Marketing Mix as a
traditional fame of mind and the promotional
mix as its derivation.
Bina Nusantara University
3
MARKETING PUBLIC RELATIONS (MPR)
MPR adds value to the integrated marketing program in a number
of ways:
1. Building marketplace excitement before media advertising breaks.
2. Creating advertising news where there is no product news.
3. Introducing a product with little or no advertising
4. Providing a value-added customer service
5. Building brand-to-customer bonds.
6. Influencing the influentials—that is, providing information to
opinion leaders.
7. Defending products at risk and giving consumers a reason to buy.
Bina Nusantara University
4
DETERMNING AND EVALUATING PUBLIC
ATTITUDES
1) It provides input into the planning process. It is the starting
point in the development of programs designed to maintain
positions.
2) It serves as an early warning system—by conducting
research, the firm may be able to identify potential problems
and handle them effectively before become serious issues.
3) It secures support internally—if research shows a problem,
it will be much easier for the PR arm to gain the support it
needs to address this problem.
4) It increases the effectiveness of the communication.
Bina Nusantara University
5
ADVANTAGES OF GLOBAL
MARKETING AND ADVERTISING
1) Economies of scale in production and distribution
2) Lower marketing and advertising costs as a result of
reductions in planning and control
3) Lower advertising production costs
4) Abilities to exploit good ideas on a worldwide basis and
introduce products quickly into various world markets.
5) A consistent international brand and/or company image
6) Simplification of coordination and control of marketing
and promotional programs.
Bina Nusantara University
6
PROBLEMS WITH GLOBAL ADVERTISING
Opponents of the standardized global approach
argue that very few products lend themselves to global
advertising. Differences in culture, market, and
economic development; consumer needs and usage
patterns; media availabilities; and legal restrictions
make it extremely difficult to develop an effective
universal approach to marketing and advertising.
Advertising will be particularly difficult to
standardize because of culture differences in
circumstances, languages, traditions, values, beliefs,
lifestyle, music, and so on.
Bina Nusantara University
7
WHEN IS GLOBALIZATION APPROPRIATE?
1) Brands that can be adapted for a visual appeal, avoiding the
problems of trying to translate words into dozens of languages.
2) Brands that are promoted with image campaigns that play to
universal appeals such as sex or wealth.
3) High-tech products and new products coming to the world for the
first time, not steeped in the cultural heritage of the country.
4) Products with nationalistic flavor if the country has reputation in
the field.
5) Products that appeal to a market segment with universally similar
tastes, interests, needs, and values.
Bina Nusantara University
8
ORGANIZING FOR INTERNATIONAL
ADVERTISING
1) Centralization: many companies prefer to centralize the international
advertising and promotion function so that all decisions about agency
selection, research, creative strategy and campaign development,
media strategy, made at the firm’s home office.
2) Decentralization: under a decentralized organizational structure,
marketing and advertising managers in each market have the
authority to make their own advertising and promotional decisions.
3) Combination: many companies combine the two approaches. The
home office, has the most control over advertising policy, guidelines,
and operations in all markets. The international advertising manager
works closely with local or regional marketing managers and
promotional objectives suit to local habit
Bina Nusantara University
9