Lecture 02 IMC Campaigns

Lecture 02 IMC Campaigns - CAMPAIGN S Principles of Public...

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Principles of Public Relations           © 2010 John A. Grasso 1 CAMPAIGN S
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ADVERTISIN G MARKETING PUBLIC  RELATIONS INTEGRATED MARKETING  COMMUNICATION IM C 2 Principles of Public Relations           © 2010 John A. Grasso
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Principles of Public Relations           © 2010 John A. Grasso 3 CAMPAIGN S PLAN
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Principles of Public Relations           © 2010 John A. Grasso 4 What is it? Coordinated, purposeful, extended effort to achieve specific objectives of a set of interrelated  objectives Responds to issues Overcomes problems Takes advantage of opportunities Creates value Changes, modifies or reinforces beliefs Creates a new reality Integrated Marketing Communications Plan
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Principles of Public Relations           © 2010 John A. Grasso 5
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Principles of Public Relations           © 2010 John A. Grasso 6 Integrated Marketing Communication Campaign  Executive Summary Description of Organization   Statement of Situation (Problem/Opportunity)  Creative New  Reality   Key Publics  Integrated Message Platform  Proof Points Key Public Relations Strategies  ( AEB) Strategic Public Relations Objectives (Measures of Success) Key Marketing Strategies Strategic Marketing Objectives (Measures of Success) Key Advertising Strategies Advertising Objectives (Measures of Success) Integrated Tactical Plan  Methods: PR, Marketing, and Advertising Overall Timetable  Combined Budget   Part 1 Part 2
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Principles of Public Relations           © 2010 John A. Grasso 7 Types of IMC Campaigns Awareness Education Reinforcement of attitudes, beliefs Change of beliefs Brand building Behavior modification?
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This note was uploaded on 07/03/2011 for the course PUBLIC POL 101 taught by Professor Dogla during the Spring '11 term at Rutgers.

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Lecture 02 IMC Campaigns - CAMPAIGN S Principles of Public...

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