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Public Relations, Publicity, Corporate Advertising and Public Service Announcements. evaluates public attitudes. which. identifies the policies and procedures. and. an organization with the public interest. of. executes a program of action (and communication). and.

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Public Relations, Publicity, Corporate Advertising and Public Service Announcements


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    Presentation Transcript
    1. Public Relations, Publicity, Corporate Advertising and Public Service Announcements

    2. evaluates public attitudes which identifies the policies and procedures and an organization with the public interest of executes a program of action (and communication) and earn public understanding and acceptance. to Public Relations Defined A management function A management function evaluates public attitudes identifies the policies and procedures an organization with the public interest in mind executes a program of action and communication

    3. Customers Community Investors Suppliers Government Employees PR - Publics Customers Investors Public Relations Department Suppliers & Partners Government Employees

    4. Separate Marketing Department Public Relations Coordinated Marketing Department Public Relations Integrated Marketing Department Public Relations Integration of PR into the IMC Process

    5. Marketing Public Relations (MPR) Functions Building marketplace excitement before media advertising breaks Building marketplace excitement before media advertising breaks Improving ROI Improving ROI Creating advertising news where there is no product news Creating advertising news where there is no product news Introducing a product with little or no advertising Introducing a product with little or no advertising Providing a value-added customer service Providing a value-added customer service Building brand-to-customer bonds Building brand-to-customer bonds Influencing influentials, providing information to opinion leaders Influencing influentials, providing information to opinion leaders Defending products at risk, giving consumers a reason to buy

    6. Benefits of Marketing Public Relations (MPR) Advantages Disadvantages Lack of control over media A cost-effective way to reach the market Lack of control over media A cost-effective way to reach the market Difficult to tie in slogans or other advertising devices Difficult to tie in slogans or other advertising devices A highly targeted way to conduct public relations A highly targeted way to conduct public relations Endorsements by independent third parties Media time and space aren’t guaranteed Media time and space aren’t guaranteed Endorsements by independent third parties Achievement of credibility: in ads and generally No standards for effective measurement: “Earned Media” Achievement of credibility Keep tabs on public attitudes Makes advertising messages more credible Breaks though the clutter Breaks though the clutter Circumvents resistance to sales efforts Circumvents resistance to sales efforts

    7. Provides input for the planning process Serves as an “early warning system” Increases communications effectiveness (recall message types) Secures internal cooperation, support Research on Public Attitudes Provides input for the planning process Serves as an “early warning system” Better internal cooperation

    8. Press Releases Interviews Press Conferences The Internet Exclusives Community Involvement PR Program Tactics Press Releases Press Conferences PR Tools Web/Internet Trade Shows Community Involvement

    9. “Layered” information available to various publics The Internet provides the media with instant access to additional sources of information Can be used “pro-actively” or “reactively” The Internet as a PR Tool Quick information dissemination to various publics The Internet allows information to be presented quickly

    10. May happen despite or without PR efforts Part of the PR Process Marketers should react appropriately to negative publicity and be pro-active about dealing with the media (or any public) Publicity: Part of PR News Stories About a Person, Product, or Service That Appears in the Media The Generation of News About a Person, Product, or Service That Appears in the Media

    11. Turning PR Into Effective Advertising: General Mills Capitalizes on Positive Publicity

    12. A Response to Negative Publicity

    13. Over time On the target audience On specific target audiences Positive articles over time Negative articles over time Criteria for Measuring PR/Publicity Effectiveness Over time Total number of impressions . . . On the target audience On specific target audiences Negative articles over time Percentage/# of . . Positive articles over time Earned Media $ Change in public attitudes

    14. Promotes the organization Does not promote a specific product or service Image enhancement Assuming a position on an issue or cause Community involvement Corporate Advertising An extension of the PR function An extension of the PR function Does not promote a specific product or service Assuming a position on an issue or cause Image enhancement

    15. Create a positive image for the firm Establish diversified company’s identity Communicate the organization’s viewpoint Help newly deregulated industries Boost employee morale Smooth labor relations Some Objectives of Corporate Advertising Create a positive image for the firm Communicate the organization’s viewpoint Objectives Crisis Management Recruitment Boost employee morale

    16. Grant Thornton Uses Advertising for Employee Recruitment

    17. Boeing Advertises to Enhance Its Image *Click outside of the video screen to advance to the next slide

    18. Corporate advertising Is a waste of money Consumers aren’t interested in this form of advertising This is a costly form of corporate self-indulgence The firm’s finances or image must be in trouble Corporate Advertising Is Controversial Consumers aren’t interested in this form of advertising Corporate advertising is a waste of money Claims of Opponents to Corporate Advertising Sign of desperation: The firm must be in trouble

    19. Sporting Events Music, Entertainment Causes Festivals Cultural Events Arts Event Sponsorship Corporate Sponsor Sporting Events Music, Entertainment Causes Festivals Cultural Events

    20. Advocacy Advertising Advocacy advertising:is the propagation of ideas and elucidation of controversial social issues of public importance in a manner that supports the interests of the sponsor.

    21. An American Gas Association Advocacy Ad

    22. Cause Related Marketing Cause related marketing:is a form of marketing whereby companies link with charities or nonprofit organizations as contributing sponsors.

    23. Cause Related Marketing: Yoplait’s Fight Against Breast Cancer

    24. Attitude Surveys Relating to Stock Prices Focus Group Research Measuring Corporate Advertising Effectiveness Attitude Surveys Stock Price Effective?

    25. Attitude Surveys Relating to Stock Prices Majority skewed toward younger demographic Public Service Announcements (PSAs) May be funded and/or produced by for-profit, not-for-profit or government agencies Usually use fear or other negative emotion appeals Goal: Behavior Change

    26. Arizona Department of Health Advises Respect *Click outside of the video screen to advance to the next slide

    27. Advertising is Used to Curb Teenage Drug Use *Click outside of the video screen to advance to the next slide

    28. Using Advertising to Fight the War on Drugs *Click outside of the video screen to advance to the next slide

    29. The U.S. Government Uses Advertising To Discourage Drug Use by Persuading Parents