1. ARE YOU READY?
• Evaluate the various sales
promotion tools and decide which
promotional tools would you use.
Allocate the budget month-wise
and tool-wise (Total Budget – 1
crore)
3. At the end of this lecture, you will be able to understand:
Meaning and Scope of Publicity and Public
Relations
Its Relationship and Function with Other IMC
Tools
Function of Public Relations
Different Models of Public Relations
Difference Between Advertising and Publicity
Different types of corporate advertising
4.
5. PUBLIC
• A public is any group
that has an actual or
potential interest in or
impact on a company’s
ability to achieve its
objectives.
21. PUBLICITY
• PUBLICITY is any communication about an
organization, its products, or policies through
the media not paid for by the organization.
• TYPES:
– Good Publicity
– Bad Publicity
• THREE MEANS
– Prepare & distribute a story
– Personal communication with a group
– One-on-one personal communication (Lobbying)
22. Advertising Versus Publicity
Factor
Factor Advertising
Advertising Publicity
Publicity
Control
Control Great
Great Little
Little
Credibility
Credibility Lower
Lower Higher
Higher
Reach
Reach Measurable
Measurable Undetermined
Undetermined
Frequency
Frequency Schedulable
Schedulable Uncontrollable
Uncontrollable
Cost
Cost High/Specific
High/Specific Low/Unspecified
Low/Unspecified
Flexibility
Flexibility High
High Low
Low
Timing
Timing Specifiable
Specifiable Tentative
Tentative
26. Coca-Cola in India:
Controversy and Comeback
Controversy
• In 2003, Coca-cola was accused for alleged
impurities in their drinks.
• Found elevated pesticide levels in carbonated
drinks made by Coca-Cola.
27. Results of Controversy
• Several states banned the drinks from
government canteens and schools.
• Immediate 10 per cent plunge in sales.
28. Suppose you are the brand
manager for Coca Cola India, what
will you do in such situation
29. How did Coca-Cola Tackle with
Tarnished Consumer Trust?
• Carefully-worded statements by industry experts in support of
the Coca-Cola.
• Assurance by senior scientists.
• Intensive communication and engagement strategy.
• Use of Aamir Khan and Smriti Irani to regain faith of Indian
consumers
• Guided tours of its manufacturing facilities to showcase its
commitment to quality
47. Hometask- Next week
• Wednesday - Plan events to gain
publicity. Mention the brief of an
event along with the allocated
budget and month-wise schedule
(1 crore)
48. Hometask – Next Week
• Thursday - How will you measure
the results of the different
campaigns and media
• Friday – Final submission