Professional journals are increasingly filled with reports that public relations and marketing have already merged or predictions they soon will. And, although there's still debate about the best name for the new, combined discipline, its existence seems to be taken for granted by practitioners and academicians alike.
Show The fifth edition (1992) had two separate chapters, one called Public Relations Marketing and the other called Public Relations Advertising, which dealt with various aspects of this issue. They clearly treated public relations and marketing as distinct fields even though their interests occasionally paralleled one another and their practitioners might, on occasion, use one another's tools. The sixth edition (1995) had a single chapter entitled Communications Cross-Training which emphasized the public relations practitioners' need to understand and be able to work with marketing concepts, tools, and concerns. It also pointed out that marketers who wanted to be on the cutting edge of their field needed to learn about and be able to use public relations concepts and tools. The current seventh edition (1998) has a single chapter entitled Integrated Marketing Communication which describes the "irrepressible intertwining of heretofore separate disciplines ... into a sometimes unholy alliance to win consumer support" and warns that future practitioners will need to use a far wider array of communication tools and strategies than in the past if they are to survive professionally. The integration of communication became popular in the last decade.Patterns similar to that found in Seitel's books can be found in numerous other textbooks, and one need look no further than the past several years' covers of PR Strategist, Communication World, PR Tactics, The Journal of Marketing, and any number of other professional journals for marketers and public relations practitioners to see a plethora of articles heralding the benefits of one version or another of combined and integrated communication functions. Among the terms that have been touted are product public relations, marketing public relations, marketing communication (sometimes called marcomm), and public relations marketing. But, by far, the most popular term for combining communication functions has been integrated marketing communication (often called IMC). The details of its evolution don't need to be covered here; they're fully treated in any number of books, including the course textbook. Integrated Marketing Communication may be a fine term, and an even better concept, but let's not become so enraptured with IMC or any other new terminology that we lose our perspective. As William Briggs and Marilen Tuason reminded us in a recent issue of IABC Communication World, "Marketing communication, regardless of its parentage, is a reality in many companies..." but then came the punchline: "Employers don't care what integrated communication calls itself as long as it gets the job done." Perhaps, public relations practitioners shouldn't be overly concerned about what their profession is called either. The preferred name for public relations is changing.Public relations has never been the unanimous choice for what to call the process of managing organizational relationships, but in recent years, O'Dwyer's Directory of Corporate Communication has noted, "The number of companies that identify their internal unit for communicating with their constituents as public relations has dropped off dramatically." This is more fully discussed in a linked reading. Whether integrated marketing communication, corporate communication, or one of the other popular buzzwords will ultimately overshadow public relations as the name of choice remains to be seen. They may all turn out to be short-lived fads. What will be far more important is whether the underlying integration of communication functions that these terms purport to represent will actually be realized and, at this point, the projections are anything but unanimous. Practitioners' reactions to integrated communication remain mixed.
28 Sept 2007
 When it comes to advertising, there are many different avenues to explore. However, it is important to understand the differences of each as well as the pros and cons before deciding which is right for you. Advertising and sponsorship are typically used interchangeably, yet they are in fact different from one another. Advertising implies that a payment has been made to place an ad with specific messaging in place. A sponsorship, on the other hand, implies a much deeper, often ongoing relationship between two parties. Still confused? Don’t worry. Allow us to further explain. What is Sponsorship Advertising? Sponsorship advertising occurs when one party agrees to support the other in exchange for a predetermined amount of exposure. Let’s suppose Brand A offers to sponsor Brand B’s upcoming event. In exchange for support, Brand B would then allow Brand A to run advertisements about their products or services during the event implying a much stronger relationship. Common Types of Sponsorship Events Typical sponsorship arrangements guarantee that a specific amount of ad placements or mentions will occur during an event. Brands will typically sponsor the following types of events:
Given the limited number of relevant sponsorships, one may start to wonder which opportunity is best for them – traditional or sponsorship advertising. Let’s take a look at the pros and cons of traditional advertising as it compares to sponsorships. Advertising Pros Traditional advertising offers specific advantages that allow a brand to reach as many people as possible whenever they want or need to. Obviously, this allows for more control over the form of advertising, tone of voice and ad cadence. But, more importantly, advertising educates your audience, so they have the information they need to make a buying decision. Advertising is also a great way to get ahead of your competitors. If you buy ads in places your competitors are not present, you essentially intercept an opportunity to convert listeners into customers. Advertising Cons Of course, advertising is not without its cons. The downsides to traditional advertising are that it’s pay-to-play. Neither performance nor ROI is guaranteed, and things can go south very quickly if brand messaging is ill received. As Business Insider wrote, the worst ads of 2018 were inadvertently offensive, causing an uncomfortable amount of fallout for clients and agencies. It doesn’t matter the form of advertising – a miss is a miss, and negative impacts can be monetary, brand-tarnishing, or both. The bottom line: Make sure your brand’s creative is not only strong, authentic, and sincere, but grounded in sensitivity. The last thing you want is to offend an audience with the wrong ad. Which is Better? The reality is that it’s easy to avoid the pitfalls of advertising through popular platforms. You just need the proper direction to get there safely. Sponsorship advertising is less risky if the events you choose to work with are carefully aligned with your business objectives or values. For example, a sporting event sponsored by a sport drink like Gatorade makes sense from a brand and messaging perspective, allowing for mutual value to be captured from the relationship. Sponsorships also imply a longer, on-going relationship that will continually help to share your brand’s messaging with a relevant audience. On the flip side, traditional advertising results can be more immediate, while rate, time, and duration of served ads can more closely be monitored to positively impact performance. Whether it’s event sponsorship, corporate sponsorship, or anything in between, the opportunities to build brand awareness through sponsorship may be limited. In that case, it might make sense to wait for the right sponsorship opportunity. In the meantime, launching ad campaigns can help improve a brand’s positioning sooner rather than later. Got a question about advertising or sponsorships? Bloom Ads can help. Give our experts a call today at (818) 703-0218. |
In imc terms, unintentional publicity
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