Exam 3 Study Guide

Exam 3 Study Guide - AdvertisingandPromotionsExam3

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Advertising and Promotions Exam 3 Ch. 7(p.226-246), 10, 11, 12, 17, 20, 21, 22 Alternative Media: Public Relations – Ch.17  Learning Goals Learn concept of Public Relations Determine how PR and Publicity differ Increase insight into advantages and disadvantages of Public Relations Public Relations –  name of the game these days (helps with credibility) The management function that evaluates public attitudes, identifies the policies  and procedures of an organization with the public interest, and executes a  program of action (and communication) to earn public understanding and  acceptance. o Starts from a position of “what does the consumer think of us (beliefs,  attitudes) o Then look at self: “what would the public want to know about us” o Trying to persuade (create/change) o Then execute a program of action to improve attitudes o Goes beyond just purchasing.   o Attitude: Cognitive component Emotional component Behavioral component  The development and execution of any of a variety of programs designed to build  awareness and the image of the company or product,  generally through non-paid   avenues o Interviews, press releases, press conferences, newsletters, etc… Three Steps for PR 1. Assess Public Attitudes a. Provides input into the planning process b. Serves as an early warning system c. Secures support internally d. Increases the effectiveness of the communication  1
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2. Establish a PR Plan a. Define public relations problems b. Plan and program c. Take action and communicate d. Evaluate the program  3. Develop and Execute the PR Program Target Markets for PR Activities Internal o Employees o Stockholders and investors o Suppliers and customers o Local community members (because these groups are already connected  with the organization in some way, and the firm normally communicates  with them in the ordinary routine of work) External  (those people who are not closely connected with the organization) o Media o Educators o Civic and business organizations (ex. chamber of commerce) o Governments o Financial groups Customers Uses of PR  (big goal: change attitudes/improve image!!) Help the launch of a new (or updated) product/company  Assist in repositioning Build up interest in a product category  Help sustain current interest Influence decision makers and target groups Build the corporate image and maintain position within industry o establish credibility Defend after problems (ex. peanut butter and eccoli)  Public Relations vs. Publicity 2
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*Publicity – may be influenced by firm (often need to react) Refers to the generation of news about a person, product, or service that 
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Exam 3 Study Guide - AdvertisingandPromotionsExam3

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