•

2. The IMC RABOSTIC Planning Model

R   Research and analysis

•A   Audiences

•B   Budgets

•O   Objectives

•S   Strategy

•T   Tactics

•I   Implementation

•C   Control

1. The IMC Process Model

Wang and Schultz Model

Developed a 7 step model-

1.Segment the customers

2.Develop brand connection

3.Set marketing objectives

4.Set brand behavior objectives

5.Develop communication objectives and strategies to make contact with customer

6.Market communication/contact tools selected to further encourage the desired behavior

7.Market communication/contact tactics to be used to make contact and influence the consumer’s behavior 

Integrated Marketing Communications Planning Model

THE BASIC GOAL OF PUBLIC RELATIONS IS:

􀁺to attract public attention

􀁺win belief

􀁺achieve understanding and

􀁺earn goodwill.

You can use free publicity for many things:

·         Build brand awareness

·         Drive traffic to your website

·         Stand out in a crowded marketplace

·         Change perceptions about your business

·         Educate or influence people (including potential customers)

·         Give your business credibility

·         Announce something new or exciting about your business

·         Make sure lots of people hear your good stories

·         Generate word of mouth publicity

·         Deal with a crisis

THE PR TOOLS USED TO COMMUNICATE TO THE PUBLIC

– Oral communication

– Printed and graphic communication

– Print media

– Outdoor media (electronic displays, hoardings, posters)

– Broadcast media (radio, television, films)

– Other media (websites, endorsements, exhibitions)

1.      ORAL COMMUNICATION

It is a two way communication. Let us consider the example of a conversation between a student and a teacher:

The student has not done well in her exams and the teacher wants to talk to her

to find out the reason for her failure in the exam. The student is given an

opportunity to express her problems and the teacher tries to console her and

guide her so that she can do better in the next exam. This is an example of oral

communication between a student and a teacher.

Oral communication is similar to interpersonal communication where there is a

two way communication. This is also called face to face communication or person

to person communication. This was the only form of communication when there

were no means of modern communication.

Oral communication is a an effective PR tool which allows for questions and

clarifications.

a)   SPEECH

speech which is a primary form of oral communication.

A good speech helps in effectively communicating to the public. If the speech is

delivered before a live audience, it provides an environment for a two-way communication.

b)   Interview

Interview is another form of oral communication where you find one person asking questions and the other answering them. The former is called an interviewer and the latter the

interviewee. In this method, the interviewee gets an opportunity to impress the

audience, fulfilling one of the goals of public relations

2.      PRINTED AND GRAPHIC COMMUNICATION

a)   Fliers- Have you come across single printed sheets of paper that are distributed along

with your daily newspaper? You find that these give information about summer

classes for children during school vacation, eating places in the neighbourhood,

facilities offered by schools etc. You can see that they provide a lot of useful

information about various services in your locality.

These sheets of paper which provide information are commonly referred to as

fliers or handbills.

Therefore we can say that:

Fliers

·       􀁺represent the simplest and easiest form of information tools used in public relations.

·       were the first written material used for public relations

·       􀁺are unfolded sheets posted on bulletin boards, delivered by mail or distributed

by hand.

·       􀁺present a single message rather than a series of separate message units.

·       􀁺time specific and address a particular event

·       􀁺serve awareness objectives through information.

b)   Brochures- When the message to be conveyed must last longer in the minds of the audience,

then one sheet of information, as in a flier, may not be sufficient. In such a

case, a multi-page publication or in other words, more than one page of printed

matter, is produced as a PR tool.

Depending on their size and purpose for which they are developed, they are

called leaflets, folders or pamphlets. All these publications are called brochures.

We can therefore define a brochure as follows:

‘ folded sheet of information which can be read like a book and provides information which is relevant over a longer period of time’.

c)    Newsletter

What exactly is a newsletter?

It is a printed publication produced at regular intervals

It is distributed to a particular audience seeking information.

A newsletter should focus on information relevant to its public or audience

The content of a newsletter is presented in a writing style that is less formal

and letter-like.

d)   PRESS RELEASE-

A press release is the most important form of written communication used by a

public relations professional to announce something to the media. It is mailed,

faxed or e-mailed to the media.

How is a press release developed?

The text of the press release is written in the form of a story with an attractive

heading so that the media quickly grasps and circulates the message through newspapers/radio/television/internet.

3.      PRINT MEDIA

They consist of textual messages as well as some visuals or

pictures. These advertisements are examples of PR tools used in the print media.

They are worked out effectively to attract the reader’s attention away from other competing advertisements

But you find that advertisements appearing in newspapers and magazines are

different in a number of ways. Let us list them.

Table 20.1

Newspaper advertising                                      Magazine advertising

Generally in black and white                                     generally in colour

Found in various sizes                                                mostly full page

More than one advertisement may be                        normally only one advertiseplaced

on the same page                                                ment is placed on a page

4.      OUTDOOR MEDIA-  

Have you seen huge boards displaying messages on a particular brand of mobile

phone and dazzling in the night sky. This is what is called a hoarding and these

days you find that many of the hoardings are electronically operated ( electronic

hoarding) to make them attractive and catch the attention of the viewers. This is

an example of an outdoor medium which is a popular tool used in public relations.

Likewise, you must have read messages on milk and milk products written on

bus panels and on huge boards at bus terminals, airports and railway stations

where a lot of people come together. These forms of communication are

commonly referred to as poster media.

Here, you will notice that the emphasis is on the visual messages or what is

visible to the audience. The poster message carries a strong illustration with a

meaningful headline. This form of communication is used to remind the audience

about a certain product or idea.

Another form of outdoor medium are huge balloons suspended in the air with a

message written on them. These are hot air balloons which can easily capture the attention of the public.and thus help in public relations.

5.      BROADCAST MEDIA- broadcast media such as radio and television

6.      OTHER FORMS OF MEDIA

a)   WEBSITES

Where do you find a website? On the internet? Some of you would have also

seen a website.

Let us understand what a website is? A website is a collection of web pages and

images which is accessible to the public through the internet.

The internet web is the most commonly used form of media for public relations.

Consider a situation when you have to travel to a particular city by train. The

easiest way to obtain information on trains going to that city has been made

possible by the Indian Railways through its website. You can even book tickets

through this website. Compare this with a situation in which you have to go all

the way to the railway booking counter for the same purpose. This is an example

of a PR exercise by the railways for the benefit of the public.

From the above example, you can see that the internet web has enabled quick

access to information and services. The internet is thus rapidly changing the way

in which organisations provide services to their public.

The information in a website is presented in an easy and understandable format.

Web pages are designed with catchy illustrations to make them attractive and

thereby grab the attention of the public.

b)   CELEBRITY ENDORSEMENTS

Have you heard or seen a celebrity or in other words, a well known person

talking about a particular brand of soap or soft drink on radio or television?

Here, you always find that a person who is likeable and familiar to the audience

is chosen to describe a product and to persuade the public to use the product.

This is what is referred to as ‘celebrity endorsement’.

Celebrity endorsement is a PR tool which persuades audiences to buy products

such as soft drinks, soaps, eatables, clothes, toothpaste, beverages etc. by

creating awareness/ interest in them through celebrities.or popular people.

c)    EXHIBITIONS

Have you ever visited an exhibition? Then you would have seen several products

being displayed and sold in a large space in an open area or in huge halls. You

may have even bought a few items. You would also have come to know about

several new products available in the market.

From this, we can say that:

exhibition is another PR tool to enhance public relations activity

the exhibits or items displayed leave a lasting impression on the minds of

the people

it involves participation of people on a large scale

products can be exhibited and demonstrated in a relaxed atmosphere

exhibitions provide scope for generating business

CRITERIA FOR SELECTING AN AD AGENCY

1.AGENCY WITH DOMESTIC AND OVERSEAS OFFICE vs A DOMESTIC AGENCY

ØDOMESTIC & OVERSEAS - greater control and convenience and also facilitates coordination of overseas advertising

ØDOMESTIC - tend to know their national markets very well, know when to advertise what products and services. Therefore a effective and efficient advertising campaign

2. RANGE OF SERVICES PROVIDED

Ø These include strategy, creativity, media planning and buying, direct marketing, online marketing, website design and trade shows. This makes it easier to manage the overall marketing budget and most importantly communication is likely to be consistent.

3.  DESIRED LEVEL OF CONTROL

ØCompanies must once more choose advertising agencies that they can control. That is an agency that will not impose decisions on the company as to what and what not to do but will rather bring in creative pronouncements that will result in successful advertising campaign.

ØCloseness of proposed work to brief given

4. Review previous work

ØReview a full range of types of work

ØCreativity , recommendations, awards won

ØWork similar to your project

ØMarket success of past campaign

ØPlanning techniques

ØTarget market research

Ø

5. Size of the agency

ØWill you get lost in a large agency?

ØWill a smaller agency provide the service you need?

6. Agency experience

ØMost sophisticated work

ØLeast expensive work

ØHas the agency worked with a budget similar to the size of yours?

ØAsk for a sample and/or reference of work on your scale

Øability to coordinate with various target audiences and its ability to cover relevant markets.

Capabilities of the team and Range of agency services 

7. References

ØPrevious and current clients increases credibility of the agency

ØOn schedule

ØHow conflict and problems were handled

ØSatisfied customers

ØSuggestions

ØChemistry between agency and client

Ø

8. Budget

ØGive an estimate about how much they are going have to work with and get suggestions about how people would best use the given amount

ØAgency’s price

9. Agency Location

Øensures frequent interaction with editing 

ØTime saving

Ømonitor and effectively the work rate and quality of the advertising agency

10. DELIVERABLES

ØAsk if they can guarantee a specific impact – not necessarily an increase in sales , can be increased brand recall and customer enquiries

ØTalk about measurable results

ØDiscuss what happens once the campaign is over

ØProvides marketing/strategic inputs

Technological capability 

11. RELIABILITY

Ø Ensure that they can keep confidential information to themselves

ØInsist on a confidentiality clause that protects your interest in the contract.

ØRespectability

EVALUATION OF AN AD AGENCY

•Creativity

•Reputation

•Service quality

•Market share targets

•Sales targets

•Brand related targets

•Whether the creative executions are consistently on strategy

•Research is effectively used in strategic development

•Creative group is knowledgeable about the company’s products, markets and strategies, is concerned with good and consistent advertising communications and develops campaigns, ads that exhibit this concern takes constructive criticism and redirection, effectively controls costs

•Agency presentations are well organized with sufficient examples of proposed executions

•Agency presents ideas and executions not requested but which they feel are good opportunities.

•efforts devoted in planning, developing and implementing the client company’s advertising campaign and an assessment of the achievements.

•Evaluate track record of losing clients or acquiring new clients and retaining them.

ad agency personnel and their respective problem solving ability

Traditional Methods of Setting AD Budgets

1.The Percentage-of-Sales Method –

   Ad BX =f(SalesP), instead, Ad BX =f(SalesX)

●

2.  The Competitive-Parity Method-

   AdBX=f(MS)(Ad Expenses for Industry)

●

3.   The Objective-and-Task Method

Defining Advertising Goals for Measured Advertising Results 

DAGMAR model suggests that the ultimate objective of advertising must carry a consumer through four levels of understanding: from unawareness to Awareness—the consumer must first be aware of a brand or company Comprehension—he or she must have a comprehension of what the product is and its benefits; Conviction—he or she must arrive at the mental disposition or conviction to buys the brand; Action—finally, he or she actually buy that product. 

•The approach

vMarkets: who to reach

üPush/Pull

üSegment/Targeting

üPositioning

vMedia: how to reach

vMessages: key ideas to convey

vMeasurements: how to evaluate (time and change)

vCommunication mix

•Message content (Rational, Emotional, Moral)

•Message structure (One- Vs Two-sided arguments, Conclusion drawing, Order of Presentation)

•Message Format– e.g. Layouts, props, models, music, voice, etc.

Media Planning

Media Planning = 1. Selection + 2. Scheduling

Factors Influencing Media Planning Decisions

vTarget Market Profile

vLooking at Brand/Product Dynamics

vThe Creative Execution

vBudget Considerations and Media Deals

vThe Competitive Situation

vAvailability and Timing Considerations

vCost Efficiency (CPM = Cost per thousand (CPM): cost of reaching 1,000 members of target audience with media vehicle(s) or plan.)

1. Media Selection

•Media are evaluated based on selectivity

•

•There are two types of selectivity:

•

–Class Selectivity is the ability of a medium to reach the target market without waste.

–

–Geographic Selectivity is the ability of a medium to cover a particular geographic area without spillover.

2. Media Scheduling

Reach

(% of target audience with opportunity for exposure to media vehicle(s) or media plan in a given time frame)

+

Frequency

(average number of times target is likely to be exposed to the ad in a given time frame)

+

Continuity

(how long the campaign runs—continuous vs. flighting vs. pulsation)

+

Dominance/Impact

(the attention-getting ability of the media vehicle(s) selected to run the ad)

Evaluating the Media: Key Terms

vRating point: the % of a given population group that uses a specified media vehicle.

vShare: Households/persons using television (HUT, PUT): % of homes or people watching TV at a given time.

vGross rating point (GRP): total number of ratings for different media vehicles.

vGross impression: translation of GRPs into people; number of audience exposures x number of times they will see or hear vehicles.

vCost per rating point (CPP): cost of buying one rating point in a given media vehicle or type.

vAudience: number or % of homes or persons using a media vehicle.

vCoverage: Same as reach – the % of homes or persons receiving broadcast signal within specified area, or receiving specific magazine or newspaper.

vCirculation: Total number of copies of a publication sold through various forms of distribution.

vReaders per copy: average number of people who read each issue of publication.

Developing the Media Plan

•Analyze the Market

•Establish Media Objectives

•Develop Media Strategy

•Implement Media strategy

•Evaluate Performance

Creative Brief

•Written by the account manager/planner

•A guide for writing and producing an ad

–

•The creative brief indentifies the benefit to be presented to consumers

•

•Also known as:

–A copy platform

–A work plan

–A copy (or creative) strategy document

The creative strategy blends the elements of the creative mix:

Target audience  Product concept

Communications media  Advertising message

•The creative strategy develops what message to deliver in order to reach the given marketing objective

•The message strategy figures out how to deliver that message in the most effective way

•The message strategy has to match with the creative strategy in the end

A simple explanation of an ad campaign’s overall creative approach

What an ad says, how it says it, and why

•Elements of the Creative Strategy:

•1) Target audience

•2) Product concept

•3) Communications media

•4) Advertising message

•Elements of the Message Strategy:

•1) Verbal

•2) Nonverbal

•3) Technical

Elements of the Message Strategy

•Verbal

–What will it say, with what word choice, with what tone, and why?

–How might the medium affect the copy approach?

–

•Nonverbal

–What is the nature of the ad’s graphics?

–What visuals are necessary, if any?

–Are the graphics relative to the medium(s) chosen?

–

•Technical

–What approach was taken in the execution of the message strategy, and why?

Four Roles of Creative Strategy

1. The Explorer Role: gathering information

2. The Artist Role: visualization or conceptualization

Task 1: Develop the big idea

Transform a concept: do something to it

Incubate a concept: do nothing to it

Task 2: Implement the big idea

The Creative Pyramid

3. The Judge Role:Evaluate the practicality of their big ideas

Implement

Modify

Discard

4. The Warrior Role:•Carry the concept into action

–Get the big idea approved, produced, and placed in the media

DDeveloping an Effective Media Plan

At no time has the need for knowledgeable, professionally-trained media planners been greater. After all, costs for space and time have risen dramatically to the point that budgetary controls are more critical than ever. And how do you know you are reaching the right people when there are literally hundreds of television and radio stations, thousands of newspapers and magazines and a host of direct mail and outdoor advertising options from which to choose?

Because of this huge selection, today's media planners must have broader knowledge of marketing goals, advertising objectives, audience profiles and media characteristics... All with the goal of reaching the largest number of prospects at the lowest possible cost, and in an editorial or programming environment suitable for the particular product or service.

Things to consider

Target Audience  Who are the present and potential prospects for the product or service? In recent years, media has been evaluated on its ability to maximize target-audience exposures. As a result, most agencies use some sort of weighted or demographic cost per thousand (CPM) to determine a medium's efficiency at reaching a specific audience.

Geography/Seasonality  Where is the product distributed? Where are the heaviest concentrations of prospects? Are there times of the year when sales are strongest? Answers to these questions help narrow media selection, determine the timing of a schedule and budget allocations per geographic area.

Creative Considerations  Are we effectively using the communicative strengths of the various media? Sometimes the very nature of the product may indicate the most appropriate media. Are demonstrations key to selling the product? Is a coupon involved? How much detail is necessary?

Reach/Frequency  There are often trade-offs that must be considered between reach and frequency. Is it more important to advertise to fewer people more often, or a broader base less frequently? Few budgets can stress both.

What about “interactive” media?  This rapidly unfolding media realm is opening up a whole new world of opportunity (and chal-lenge) for advertisers. We'd be happy to review the basics with you and explore how you can best prepare your organization for interactive messages.

Competition  Virtually every aspect of advertising is measured against the competition. Ad budgets typically take into account what competitors spend. Product success is measured in terms of market share. Often, in order to gain market share, you must be willing to outspend your competition. If that's not possible, the media planner must look for appropriate areas where the competition is weaker.

Remember, a good media plan systematically excludes non-prospects from the mix and includes methods for evaluating overall communications effectiveness. Since media usually represents the largest expenditure of an ad budget, it's no wonder advertisers are paying more attention to it.

Riger Media

Through years of experience with both media-savvy consumer clients and business-to-business advertisers, our agency has developed a level of sophistication comparable to that of the largest agencies in the business. Riger media has helped launch new products for national advertisers; buy space worldwide -- in the Far East, Latin America, South America and Europe; and we've helped develop a system for insuring McDonald's Restaurants owner/operators of equitable media coverage... A methodology that was adopted system wide by McDonald's corporate media department for use by advertising agencies all over the country.

Six Steps to Developing Your Public Relations and Media Plan

Marketing experts will tell you that a well planned public relations campaign is often far more effective than advertising. This tutorial will assist you in developing and creating the core of your public relations campaign in six easy steps.

·         Step 1: Define and write down your objectives for your publicity or media plan.

How will you design your public relations campaign? Will it be designed to:

·         Establish your expertise among your peers, the press, or your potential clients or customers?

·         Build goodwill among your customer, supplier, or your community?

·         Create and reinforce your brand and professional corporate image?

·         Inform and create good perceptions regarding your company and services?

·         Assist you in introducing a new service or product to your market?

·         Generate sales or leads?

·         Mitigate the impact of negative publicity and/or corporate crisis?

You may be wondering why I am asking you these things at the beginning of a tutorial that is supposed to show you how to create and your develop publicity plan? The answer is easy. In order for your publicity and media plan to be successful it's first most important to determine and define your objective. With a clear objective in mind you have laid the ground work to the complete the remainder of this tutorial.

                Step 2: Define your goals in achieving this objective. It is important that your goals be specific, measurable, results-oriented and time-bound. These goals must be in-line with your overall business, marketing, and sales objectives.

                Step 3: Determine who your target audience consists of. Who is it that you want to reach with this campaign? What do you want your key message to be?

                Step 4: Develop a schedule for your public relation campaigns. Create synergy by coinciding your public relations plan with other marketing and sales efforts.

                Step 5: Develop your plan of attack. What communication vehicles will you use to get your message to the public? Examples may include:

·         Press releases

·         Articles

·         Customer Success Stories

·         Letters to the Editor

·         Press Conferences, Interview, or Media Tours

·         Radio, Television, or Press Interviews

·         Seminars or Speaking Engagements

·         Event Sponsorships

Select three from the list and beginning researching and developing your approach.

                Step 6: Put measures in place to track the results of your PR Campaign. After each campaign sit down and review the results. Did you achieve the defined objectives and goals of this campaign? Should you consider modifying your original plan? If so, how and why?eveloping a Media Relations Plan

The media can play an important role in helping to maximize the impact of your traffic safety outreach efforts. In order to make sure that your interaction with the media is done cohesively and succinctly, not randomly or without direct purpose, the development of a comprehensive media relations plan is essential.

The purpose of a media relations plan is to help you take a step back, look at the “big picture” of how to interact with the media and then proceed with clarity and purpose. There are several components to any successful media relations plan. Creating a plan will help you and your organization stay on track and be more direct in working with the media.

Media Relations Plan Components:

Situational Analysis — The first step in creating a media plan is to analyze your current “situation” or “environment.” Conducting a “situational analysis” will allow you to thoroughly examine the history, background and potential obstacles facing your issue or cause. This analysis also enables you to determine any positive or negative information about your external or internal environments. For example, if you are trying to promote seat belt compliance among teens, it will be important to ask the following questions:

•

What is the current compliance rate? How does it compare to the seat belt use rate of adults in California?

•

What are the common characteristics of those teens not wearing seat belts?

•

Are there any existing programs in your area focusing on the issue? If not, when was the last program implemented? Was it successful?

•

Will your audience be accepting of messages or not?

Goal — What is the “overarching” end result you wish to achieve? In keeping with the above example, your goal might be to increase awareness about the importance of seat belt usage by generating news stories or it might be even broader — increasing teen seat belt compliance in your county by three percentage points within a specific time frame. The goal will provide the direction that your media relations strategy will take.

Objectives — Media relations objectives relate directly back to your identified goal and should be measurable. They represent “how” you will meet your overarching goal. Objectives that would directly support the goal of increasing safety belt use could be:

•

Generating positive awareness of the importance and life-saving benefits of seat belt

compliance through broadcast, online and print media stories

•

Increase visibility of your organization through media relations (i.e., increasing calls to your

organization)

Target Audience — Identifying specifically “who” you are trying to reach will help in developing key strategies and what tactics (actual actions) will work best. Audiences can be the news media themselves, policy makers, community leaders or the general public. Often target audiences are broken down even further — children, parents, teens. If you are conducting an ongoing campaign about the dangers of impaired driving, your primary target audience would likely be comprised of the

following groups of people:

•

Motorists

•

Repeat offenders

•

Men, 18-34 years of age

Secondary target audience members might include policy makers and community leaders — in an effort to engage them in the topic.

Strategy Development — Now that your goal has been identified, it’s time to develop your strategy — your approach in meeting your goal and objectives. Strategies are not specific tactics, but rather they represent the “who” and “what” and the “how” of meeting your stated objectives. For example, if your objective is to generate more news coverage for your program, a strategy might be to foster relationships with appropriate reporters. The tactics within the strategy might be a news conference, letter to the editor or regular news releases.

Key Message and Story Angle Development — The first step in developing your story for media consumption is identifying the key messages you want to communicate to your target audience. What message do you want people to remember? Are you asking them to become aware of an issue, alter their opinion or change their behavior? By narrowing down your focus, and repeating your key messages often, you’ll have better success in reaching your audience.

Once you have determined your key messages, it’s important to develop your media angle or “hook.” What is it about your program or event that makes it newsworthy, links it to the community or affects the public? Is there a current trend affecting your issue? The more you can simplify the message, the more likely your chances for success.

Tactics — Tactics are specific tools used or actions taken to reach your target audience(s) and assist you in meeting your goal. Tactics always flow directly from your stated objectives and goal and they are never done simply for the sake of doing something. They are done with a specific intent and end-goal in mind.

Media relations is one tactic from a long list of communication disciplines. All of the sample media relations tools you will find in this media resource guide are different media relations tactics (news release, media advisory, news conference, etc). Which tactic(s) you use will, again, be based on your overarching goal and your identified target audience. For example, if you are trying to encourage the use of bicycle helmets among children of a specific ethnic population, the tactics used to communicate your message will be very different than if you were trying to reach adult men with anti-DUI messages. The channels through which these two groups receive information are likely to be very different.

Media List Development — Lastly, it will be important to create an updated, comprehensive media list to help in distribution of your media materials. Please see Media Relations Tools & Techniques, for more information.