17 Public Relations Publicity and Corporate Advertising Mc

Скачать презентацию 17 Public Relations Publicity and Corporate Advertising Mc Скачать презентацию 17 Public Relations Publicity and Corporate Advertising Mc

a79320b641eb0502e765a67aa3970ec0.ppt

  • Количество слайдов: 39

17 Public Relations, Publicity, and Corporate Advertising Mc. Graw-Hill/Irwin Copyright © 2012 Mc. Graw-Hill 17 Public Relations, Publicity, and Corporate Advertising Mc. Graw-Hill/Irwin Copyright © 2012 Mc. Graw-Hill Companies, Inc. , All right reversed

Public Relations Defined A management function Which evaluates public attitudes And identifies the policies Public Relations Defined A management function Which evaluates public attitudes And identifies the policies and procedures Of an organization with the public interest And executes a program of action (& communication) To earn public understanding and acceptance 17 -2

Public Relations Management Stages Determination and evaluation of public attitudes PR Identification of policies Public Relations Management Stages Determination and evaluation of public attitudes PR Identification of policies and procedures Development and execution of the program 17 -3

Traditional PR Perspective Customers Community Investors Public Relations Department Suppliers Government Employees 17 -4 Traditional PR Perspective Customers Community Investors Public Relations Department Suppliers Government Employees 17 -4

Integration of PR into the Promotional Mix Separate Functions Marketing Department Public Relations Coordinated Integration of PR into the Promotional Mix Separate Functions Marketing Department Public Relations Coordinated and Equal Marketing Department Public Relations Integrated Marketing Department Public Relations 17 -5

Marketing Public Relations Functions Build market excitement before media ads break Defend products at Marketing Public Relations Functions Build market excitement before media ads break Defend products at risk, give consumers reason to buy Create ad news where there is no product news Introduce a product with little or no advertising Provide a value-added customer service Build brand-to-customer bonds Influence the influentials Improve ROI 17 -6

MPR in Practice 17 -7 MPR in Practice 17 -7

Benefits of MPR A cost-effective way to reach the market Breaks though the clutter Benefits of MPR A cost-effective way to reach the market Breaks though the clutter Highly targeted way to conduct public relations Circumvents resistance to sales efforts Endorsements by independent third parties Improved media involvement w/customers Achievement of credibility Creates influence among opinion leaders Makes advertising messages more credible Improved ROI 17 -8

Disadvantages of MPR Lack of control over media Difficult to tie in slogans or Disadvantages of MPR Lack of control over media Difficult to tie in slogans or other advertising devices Media time and space aren’t guaranteed No standards for effective measurement 17 -9

The Process of Public Relations Determining and Evaluating Public Attitudes Establishing a PR Plan The Process of Public Relations Determining and Evaluating Public Attitudes Establishing a PR Plan Developing and Executing a PR Program Measuring Program Effectiveness 17 -10

Test Your Knowledge In public relations targeting, external audiences include: A) Customers B) The Test Your Knowledge In public relations targeting, external audiences include: A) Customers B) The public at large C) Suppliers D) Stockholders E) All of the above 17 -11

Research on Public Attitudes Provides input for the planning process Serves as an “early Research on Public Attitudes Provides input for the planning process Serves as an “early warning system” Increases communications effectiveness Secures internal cooperation, support 17 -12

10 Evaluation Questions • Click to add text • Second Does the plan reflect 10 Evaluation Questions • Click to add text • Second Does the plan reflect a thorough 1. level understanding of the company’s business • Third level situation? – 2. Haslevel PR program made good use of Fourth the » Fifth level research and background sources? 3. Does the plan include full analysis of recent editorial coverage? 4. Do the PR people fully understand the product’s strengths and weaknesses? 5. Does the PR program describe several cogent, relevant conclusions from the research? 17 -13

10 Evaluation Questions 6. Are the program objectives specific and measurable? 7. Does the 10 Evaluation Questions 6. Are the program objectives specific and measurable? 7. Does the program clearly describe what the PR activity will be and how it will benefit the company? 8. Does the program describe how its results will be measured? 9. Do the research, objectives, activities, and evaluations tie together? 10. Has the PR department communicated with marketing throughout the development of the program? 17 -14

Determining Public Relations Audiences Internal or Associated External or Independent Employees The Media Stockholders Determining Public Relations Audiences Internal or Associated External or Independent Employees The Media Stockholders and Investors Educators Community Members Civic & Business Organizations Suppliers & Customers Governments Financial Groups 17 -15

Implementing the PR Program Press Releases Press Conferences Interviews PR Tools The Internet Exclusives Implementing the PR Program Press Releases Press Conferences Interviews PR Tools The Internet Exclusives Community Involvement 17 -16

Advantages of Public Relations Credibility Cost Savings Image Building PR Provides Avoidance of Clutter Advantages of Public Relations Credibility Cost Savings Image Building PR Provides Avoidance of Clutter Selectivity Lead Generation 17 -17

Potential Problems of Public Relations Potential for incomplete communication process Potential Problems Receiver not Potential Problems of Public Relations Potential for incomplete communication process Potential Problems Receiver not making connection to the source Lack of coordination with marketing dept. Inconsistent, redundant communications 17 -18

Test Your Knowledge Which of the following communications is most likely to have more Test Your Knowledge Which of the following communications is most likely to have more credibility among its receivers? A) Vogue's layout introducing its latest models B) Volvo's television ad promoting new standard safety features C) Motor Trend's announcement of the "Car of the Year" D) The CEO of Ford Motor Company appearing in its ads E) The appearance of American Idol participants in Old Navy ads 17 -19

General Mills Capitalizes on Publicity 17 -20 General Mills Capitalizes on Publicity 17 -20

Measuring PR Effectiveness Contributions made? What was achieved? Quantitative measures? Quality? 17 -21 Measuring PR Effectiveness Contributions made? What was achieved? Quantitative measures? Quality? 17 -21

Criteria for Measuring PR Effectiveness 17 -22 Criteria for Measuring PR Effectiveness 17 -22

Additional Measures of PR Effectiveness • Walter Lindenmann recommendations • Did the audience receive Additional Measures of PR Effectiveness • Walter Lindenmann recommendations • Did the audience receive the message? • Did they pay attention to them? • Were the messages understood? • Where the messages retained? • Mark Weiner suggests • Media content analysis • Survey research • Marketing-mix modeling 17 -23

Publicity versus Public Relations Publicity: The generation of news about a person, product, or Publicity versus Public Relations Publicity: The generation of news about a person, product, or service that appears in the media A short-term strategy A subset of public relations Not always positive Often originates outside the firm 17 -24

A Response to Negative Publicity 17 -25 A Response to Negative Publicity 17 -25

Pros and Cons of Publicity Advantages Disadvantages Substantial credibility Timing difficult or impossible to Pros and Cons of Publicity Advantages Disadvantages Substantial credibility Timing difficult or impossible to control News value Inaccuracy, omission, or distortion may result Significant word-ofmouth Perception of media endorsement 17 -26

Corporate Advertising An extension of the PR function Does not promote a specific product Corporate Advertising An extension of the PR function Does not promote a specific product or service Promotes the organization Image enhancement Assuming a position on an issue or cause Seeks involvement 17 -27

Why is Corporate Advertising Controversial? Consumers aren’t interested in this form of advertising Opponents Why is Corporate Advertising Controversial? Consumers aren’t interested in this form of advertising Opponents to Corporate Advertising This is a costly form of corporate self-indulgence The firm must be in trouble Corporate advertising is a waste of money 17 -28

Objectives of Corporate Advertising Establish diversified company identity Create a positive image for the Objectives of Corporate Advertising Establish diversified company identity Create a positive image for the firm Communicate the organization’s viewpoint Objectives Help newly deregulated industries Boost employee morale Smooth labor relations 17 -29

Types of Corporate Advertising Image Advertising General Image Ads Positioning Ads Event Sponsorships Recruitment Types of Corporate Advertising Image Advertising General Image Ads Positioning Ads Event Sponsorships Recruitment Advocacy Advertising Financial Support Cause-related Advertising 17 -30

Employee Recruitment by Grant Thornton 17 -31 Employee Recruitment by Grant Thornton 17 -31

Event Sponsorship Corporate Sponsor Sporting Events Music, Entertainment Causes Festivals Cultural Events Arts 17 Event Sponsorship Corporate Sponsor Sporting Events Music, Entertainment Causes Festivals Cultural Events Arts 17 -32

Test Your Knowledge Why would World Wrestling Entertainment (WWE) sponsor a car on the Test Your Knowledge Why would World Wrestling Entertainment (WWE) sponsor a car on the NASCAR racing circuit? A) To build equity and gain affinity with its target market B) To show its position on sports marketing C) To create a generic positioning strategy D) To further segment its target market E) To reduce its overall promotional expenses 17 -33

Advocacy Advertising Propagating ideas and elucidating controversial social issues of public importance in a Advocacy Advertising Propagating ideas and elucidating controversial social issues of public importance in a manner that supports the interests of the sponsor 17 -34

Advocacy Ad 17 -35 Advocacy Ad 17 -35

Cause Related Marketing A form of marketing whereby companies link with charities or nonprofit Cause Related Marketing A form of marketing whereby companies link with charities or nonprofit organizations as contributing sponsors 17 -36

Cause Related Marketing 17 -37 Cause Related Marketing 17 -37

Pros and Cons of Corporate Advertising Advantages Disadvantages Excellent vehicle for positioning the firm Pros and Cons of Corporate Advertising Advantages Disadvantages Excellent vehicle for positioning the firm May have questionable effectiveness Takes advantage of benefits derived from public relations Raises questions of constitutionality and ethics Reaches a selected target market 17 -38

Measuring Corporate Ad Effectiveness Attitude Surveys Effective? Stock Prices Focus Group Research 17 -39 Measuring Corporate Ad Effectiveness Attitude Surveys Effective? Stock Prices Focus Group Research 17 -39




  • Мы удаляем страницу по первому запросу с достаточным набором данных, указывающих на ваше авторство. Мы также можем оставить страницу, явно указав ваше авторство (страницы полезны всем пользователям рунета и не несут цели нарушения авторских прав). Если такой вариант возможен, пожалуйста, укажите об этом.