FB 2601 Week 10 0910

FB 2601 Week 10 0910 - Week 10 Public Relations, Sales...

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Week 10 Public Relations, Sales Promotion and Personal Selling
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2 Learning Outcomes Discuss the role of public relations in the promotional mix Discuss the most common forms of consumer sales promotion List the steps in the selling process
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3 Public Relations LO Public Relations The element in the promotional mix that: evaluates public attitudes identifies issues of public concern executes programs to gain public acceptance
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4 PR: Lower cost, more credible alternative
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5 LO 1. Press relations 2. Product publicity 3. Corporate communication 4. Public affairs 5. Lobbying 6. Employee and investor relations 7. Crisis management Functions of Public Relations
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6 LO Product placement Consumer education Event sponsorship Issue sponsorship Internet Web sites New product publicity Public Relations Tools
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7 LO Example of PUBLICITY http://city1.cri.cn/mmsource/images/2009/05/14/cs200905140004.jpg
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8 LO Example of PLACEMENT http://lh5.ggpht.com/_z2cOOXtMLF0/STAYFRBn-2I/AAAAAAAADLE/mr-U11OChrc/s800/0001.jpg
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9 LO Example of SPONSORSHIPS http://im.in.com/connect/images/profile/b_profile4/Standard_Chartered_Marathon_300.jpg
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10 Crisis Management LO Managing Unfavorable Publicity A coordinated effort to handle the effects of unfavorable publicity or of an unfavorable event.
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11 LO Example of CRISIS http://gb.cri.cn/mmsource/images/2008/09/17/nm080917015.jpg
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12 REVIEW LEARNING OUTCOME The Role of Public Relations LO
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13 Sales Promotion Sales Promotion LO Marketing communication activities, other than advertising, personal selling, and public relations , in which a short-term incentive motivates a purchase.
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14 LO Advertising Sales Promotion Reason to buy Sales Promotion Incentive to buy
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LO
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This note was uploaded on 06/23/2010 for the course NKT FB2601 taught by Professor Gordon during the Spring '10 term at Howard College.

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FB 2601 Week 10 0910 - Week 10 Public Relations, Sales...

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