Integrated Marketing Communications has blurred the lines between marketing, advertising and public relations.
This presentations identifies the roles of each, as well as, the differences between each aspect of a marketing strategy.
2. Integrated Marketing
Communications
Integrated marketing communications has
blurred lines between traditional marketing,
public relations roles and responsibilities.
Even with the overlap and grey areas of
today’s media communications, each plays a
vital role and are key components to a
successful media campaign.
3. What is Marketing?
Marketing is anything done to gain customers
and develop an on-going relationship with
them. The goal of an organizations marketing
strategy is to make a profit by supplying
products or services to the people who need
or want them.
The four ‘Ps’ of marketing are product, place,
price and promotion.
4. What is Advertising?
Advertising is created campaign to sell an
organization’s products, services or ideas.
Through demographic identification and
research, paid for ads are created and appear
in print, on television, radio, billboards, flyers,
and internet banner ads in an effort to call
attention to the product, service or idea.
5. What is Public Relations
Public relations deals with media exposure, that
is not paid for, and is built on creating positive
relationships with the public and results in
media coverage and attention.
A recent study from 2014 by Nielsen
commissioned by inPowered on the role of
content in the consumer decision-making
process concluded that PR is almost 90% more
effective than advertising
With advertising, you tell people how great you
are. With publicity, others sing your praises.
7. Example of GoPro Marketing
GoPro sponsors action sports stars
like Shaun White and Kelly Slater to be
ambassadors and socially share content from
their adventures that is attributed to GoPro.
GoPro asks their athletes to mention @GoPro
socially as much as possible.
8. GoPro Public Relations Example
Every day the company highlights a customer
created GoPro Video and Photo of the Day, which
is then promoted across their social channels.
Every day, GoPro holds a “Everything We Make”
daily giveaway awarding their full line of products
to one lucky winner around the globe.
9. “Advertising is what you pay for,
publicity is what you pray for.”
In a nutshell, the difference between the two
can be described as follows:
Advertising is paid media,
Public Relations is earned media.
