Ch 17 IMC Student PDF

7/24/2019 Ch 17 IMC Student PDF

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CHAPTER 17

Public Relations,Publicity, and

CorporateAdvertising


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Public Relations (PR)

Evaluates public attitudes

Identifies the policies and procedures of an

organization with the public interest

Executes a program of action to earn public

understanding and acceptance


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Role of PR

Traditional role

Maintain mutually

beneficialrelationships between

the organization and

its publics

Act as a managementcommunications

function

New role

Work together with

the marketingdepartment

Contribute to the IMC

process in a way that

is consistent withmarketing goals


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Marketing Public Relations (MPR)

Build market excitement before media ads break

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

Defend products at risk, give consumers reason to buy


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Advantages of MPRs

A cost-effective way toreach the market

Highly targeted way toconduct public relations

Endorsements byindependent third parties

Achievement of credibility

Makes advertisingmessages more credible

Breaks though the clutter

Circumvents resistance tosales efforts

Improved ROI

Creates influence amongopinion leaders

Improved mediainvolvement w/customers


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Disadvantages of MPRs

Difficult to tie in slogans or otheradvertising devices

No standards for effectivemeasurement

Lack of control over media

Media time and space arentguaranteed


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Determining and Evaluating Public

Attitudes Reasons

Provides input into the planning process

Serves as an early warning system

Secures support internally

Increases the effectiveness of the communication


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Steps to Develop a PR Plan

Define public relations problems

Plan and program

Take action and communicate

Evaluate the program


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Types of Target Audiences

Internal audiences

People who are connected to

a firm with whom the firm

communicates on a routinebasis

Employees

Stockholders

Investors

Members of the local

community

Suppliers

Current customers

External audiences

People who are not closely

connected with the

organization Media

Educators

Civic and business

organizations

Governments

Financial groups


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Tools Used for Implementing the PR Program

Press Releases

CommunityInvolvement

PressConferences

Exclusives

Interviews

The Internet

PR Tools


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Advantages of PR

Credibility

Lead Generation

Cost Savings

Avoidance of

Clutter

Image Building

Selectivity

PR

Provides


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Disadvantages of PR

Potential

Problems

Potential for incompletecommunication process

Receiver not making

connection to the source

Lack of coordination with

marketing dept.

Inconsistent, redundant

communications


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Publicity

A short-term strategy

Publicity:The generation of news about a person, product,

or service that appears in the media

A subset of public relations

Not always positive

Often originates outside the firm


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Video News Release (VNR)

Publicity piece produced by publicists so that

stations can air it as a news story

Used by marketers to have control over the time

and place where information is released


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Pros and Cons of Publicity

Substantial credibility

News value

Significant word-of-mouth

Perception of mediaendorsement

Advantages

Inaccuracy, omission, ordistortionmay result

Timing difficult orimpossible to control

Disadvantages


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Corporate Advertising

An extension of the PRfunction

Promotes the organization

Does not promote a specific

product or service

Image

enhancement

Assuming a position

on an issue or cause

Seeks

involvement


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Reasons for Corporate Advertising

Being Controversial

Consumers are not interested

Costly form of self-indulgence

Belief that the firm must be in trouble

Perceived as a waste of money


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Objectives of Corporate Advertising

Create a positive

image for the

firm

Smooth labor

relations

Communicate

the

organizations

viewpoint

Boost

employeemorale

Establish

diversified

company

identity

Help newly

deregulatedindustries

Objectives


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Types of Corporate Advertising

Positioning Ads

Sponsorships

Recruitment

General Image Ads

Financial Support

ImageAdvertising

Event

Sponsorship

Advocacy

Advertising

Cause-related

Advertising


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Advantages and Disadvantages of

Corporate Advertising

Raises questions ofconstitutionality and

ethics

May have questionableeffectiveness

Excellent vehicle forpositioning the firm

Takes advantage ofbenefits derived from

public relations

Reaches a selectedtarget market

Advantages Disadvantages

Documents

Ch 17 IMC Student PDF