Lecture 18 - 17 - Public Relations + Corporate Advertising

Lecture 18 - 17 - Public Relations + Corporate Advertising...

Info iconThis preview shows pages 1–12. Sign up to view the full content.

View Full Document Right Arrow Icon
PUBLIC RELATIONS & CORPORATE ADVERTISING
Background image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Class Activity Think back about Public Relations & Corporate Advertising that you have seen in last 5 years. What stands out in memory as moments worthy of the… Hall of Fame (the best)? Hall of Shame (the worst)?
Background image of page 2
Memorable PR Moments Pillsbury Bake-off FBI’s Ten Most Wanted The Goodyear Blimp Oscar Mayer Weinermobile Tylenol ~ Exxon Valdez Martha Stewart ~ Firestone Ryder FEMA Hall of Fame Hall of Shame
Background image of page 3

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
What is public relations? A management function that… Evaluates public attitudes Identifies the policies and procedures of an organization with the public interest Executes a program of action and communication to earn public understanding and acceptance
Background image of page 4
Traditional PR Perspective Customers Employees Investors Government Community Suppliers Public Relations  Department
Background image of page 5

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Integration of PR into the Promotional Mix Marketing Department Public Relations Separate Functions Marketing Department Public Relations Coordinated and Equal Marketing Department Public Relations Integrated
Background image of page 6
Current (Marketing) Public Relations Functions Building market excitement before media ads break Creating news where there is no news Introducing a product with little or no advertising Providing a value-added customer service Building brand-to-customer bonds Influencing influentials, giving info to opinion leaders Improving ROI  Defending products at risk, giving consumers reasons to buy
Background image of page 7

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
In Practice
Background image of page 8
A cost-effective way to reach  the market Highly targeted way to  conduct public relations Endorsements by independent  third parties Achievement of credibility Makes advertising messages  more credible Breaks though the clutter Circumvents resistance to  sales efforts Improved ROI Creates influence among  opinion leaders Improved media involvement  w/customers Advantages
Background image of page 9

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Difficult to tie in slogans or other  advertising devices No standards for effective  measurement Lack of control over media Media time and space aren’t  guaranteed Disadvantages
Background image of page 10
The Public Relations Process Measuring Program Effectiveness Developing and Executing a PR Program Establishing a PR Plan Determining and Evaluating Public Attitudes
Background image of page 11

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Image of page 12
This is the end of the preview. Sign up to access the rest of the document.

This note was uploaded on 01/10/2010 for the course MATH 215 taught by Professor Orrwel during the Fall '08 term at Alabama State University.

Page1 / 40

Lecture 18 - 17 - Public Relations + Corporate Advertising...

This preview shows document pages 1 - 12. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online