1 / 6

Public Relations

Public Relations. Professor Chip Besio Marketing 3340. Advertising Versus Publicity. Advertising Paid, sponsor-identified, nonpersonal (media) communications. Publicity Non-paid, unsponsored, nonpersonal (media) communications. Advertising Versus Publicity. Great Control Little

leda
Download Presentation

Public Relations

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Public Relations Professor Chip Besio Marketing 3340

  2. Advertising Versus Publicity • Advertising Paid, sponsor-identified, nonpersonal (media) communications. • Publicity Non-paid, unsponsored, nonpersonal (media) communications.

  3. Advertising Versus Publicity Great Control Little Lower Credibility Higher Achievable Reach Undetermined Schedulable Frequency Low Specific Cost Unspecified High Flexibility Low Specifiable Timing Tentative Advertising Attribute Publicity

  4. Publicity Vehicles • NEWS RELEASES: Single-page news stories sent to media who might print or broadcast the content. • FEATURE ARTICLES: Larger manuscripts composed and edited for a particular medium. • CAPTIONED PHOTOS: Photographs with content identified and explained below the picture. • PRESS CONFERENCES: Meetings and presentations to invited reporters and editors. • SPECIAL EVENTS: Sponsorship of events, teams, or programs of public value.

  5. Objectives Affect the Promotional Mix • Customer Loyalty • Company Image • Brand Image • Store Patronage • Individual Sales • Service Contract

  6. Objectives Affect the Promotional Mix • Individual Sales • Customer Loyalty • Company Image • Brand Image • Store Patronage • Service Contract • Inquiry • Visitation • Product Trial • Prescription • Recommendation • Adoption

More Related