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| Marketing |
| Written by AdMix / Marjorie Teresa R. Perez / joyetteperez@yahoo.com |
| Monday, 07 September 2009 20:04 |
 Immense downsizing (actually the right term is “right-sizing”), saw corporate companies conserve their resources—except for those huge and wealthy corporations that paid millions for celebrity endorsements, especially for those who could slam dunk—and small businesses began to employ marketing techniques to combat the high cost of advertising. This means an integrated marketing approach where advertising is an important part, but not the only part, of a multiweapon marketing program.
Advertising and public relations complement each other. Advertising comes out with all these creative work that catches people’s attention and it builds interest. “PR, on the other hand, completes the picture as it can delve into other information that the consumer would need to know to really push him to buy. Advertising and PR can be likened to a brochure. Advertising is the attractive cover with its title, and artwork and the kickers, PR would be the detailed description of the product,” Pinca added. The ads will not have done the work all by themselves. The PR gets the credit here for directing the public’s attention to the campaign concept, making it a newsworthy item, something worth remembering. Long after the PR has taken place, the echo of its bangs will continue to reverberate through the advertising. Established in April 2003, Europa’s senior officers have more than 30 years’ experience in corporate and government public relations. “Our areas of expertise are corporate communications, corporate citizenship and CSR projects, promoting awareness of clients’ products and services, enhancing clients’ public image and nurturing their corporate entity and issues management,” she added. When asked why marketers are now adding CSR as an attribute of the brand, Pinca furthered that CSR is now on top of the agenda. Doing good is a way of telling consumers that a company is not only interested in profit but also in the welfare and well-being of people. “Big corporations are now into sustainability efforts—they try to help in such matters as maintaining the environment, preserving water and energy and lessening their carbon footprints. They also go the extra mile to take care of persons with disabilities, breastfeeding, taking care of children and the elderly and even overseas Filipinos when these people are in their business turf. Consumers generally appreciate these things and patronize companies who lend a hand to giving people a better quality of life.” Europa’s fame has gotten client acceptance of the practice. Examples are AIDEA, UCC Café, Sakae Sushi, Crepes & Cream, Suntrak Corporation, Whirlpool Philippines, Sydenham Laboratories Inc., Philippine Association of Feed Millers and Financial Executives Institute of the Philippines.
Marketing gurus to speak in 21st PAC breakout session The 21st PAC shall examine distinctive perspectives coming from different sectors of advertising: marketing, creative and media/digital. Breakout sessions on November 19 and 20 for each of the three areas of expertise feature seminars by the advertising industry’s international experts. Four marketing gurus are set to speak in the breakout session for marketing: Jeremy Carr, Turner Entertainment Networks Asia Inc. vice president; Andrew Kingham, The Marketing Store managing director; Linda Kovarik, Coca-Cola Asia-Pacific regional creative director; and Mike Schalit, Network BBDO-South Africa chief creative officer. Carr runs the TV and interactive advertising sales of 14 channels belonging to the Turner group. His particular focus in regional entertainment advertising sales is Cartoon Network and HBO channels in Asian and Australian/New Zealand territories. Based in Hong Kong and with 16 years’ experience in broadcast and digital media sales, Carr will share Cartoon Network’s insights on marketing to kids with “Stay Cool: Cartoon Network’s Creative Solutions to Connect to Kids.” Kovarik was named among the “Women to Watch” in 2004 by Advertising Age, the leading industry magazine for advertising, marketing and media published in North America, Europe and Asia. Kovarik’s colorful career has made the Asia-Pacific region her home for the last 20 years. Drawing from her experiences as documentary producer, strategic planner and creative director, Kovarik will talk about the “Art of Storytelling.” Schalit, one of the founding partners of Network BBDO, is a highly respected leader in international advertising. Having been voted top creative mind by peers for 10 consecutive years, Schalit believes spirit and passion are key elements in successful leadership. His drive to make a difference, however, commands the most respect in his work—especially his CSR efforts in South Africa. In the 21st PAC, Schalit will discuss “The Argument for CSR in a Down Economy.” Managing director of The Marketing Store, Hong Kong, Kingham leads the development of McDonald’s family marketing program across 37 countries. Among the focus of his marketing work is the children’s beloved Happy Meal from McDonald’s. With his wide-ranging knowledge on marketing trends in children, Kingham presents “Marketing to Kids.” |
The best publicity is the kind that ties in with advertising and is part of the marketing strategy. When this is the case, the business opens its doors, addresses any unforeseen operational problems and trains its staff thoroughly. “You have to have a mindset that differs from the corporate frame of mind and with the commonsense attitude. Advertising may be used for force and precision, but realize it’s only part of the marketing process and can’t do the whole job by itself. This perception enables your advertising to contribute to the success of your other marketing vehicles,” Europa Public Relations Inc. president Sylvia Europa-Pinca told this columnist in an interview.