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Jour368PPTCht20 - 1 Principles of Advertising Jour 368 2009...

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11/25/09 1 Principles of Advertising Jour 368 © 2009 Carmen Maye Chapter 20 Integrating Direct Marketing and Personal Selling Public Relations The marketing and management communications function that deals with a firm’s public issues. Objectives: Promote goodwill Promote a product or service Prepare internal communications Counteract negative publicity Lobby Give advice and counsel PR Objectives Promote goodwill Promote a product or service Prepare internal communications Counteract negative publicity Lobby Give advice and counsel PR Tools Press releases Feature stories Company newsletters Interviews and press conferences Sponsored events Publicity 1 2 3 4 5
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11/25/09 2 Publicity PR Strategies Proactive PR strategy Guided by marketing objectives Publicize a company and its brands Take an offensive rather than defensive posture Reactive PR strategy Dictated by external influences
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