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Week 16_REVIEW LECTURE_MeL - REVIEW LECTURE Lecture Week 16...

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REVIEW LECTURE Lecture Week 16 31 July 2007
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Lecture Overview Exam Format Review of Key Topics Tackling the Paper: Some advice
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Exam Format SECTION A: Short-answer Questions SECTION A: Short-answer Questions 40 marks total 3 main questions, each with a few sub- questions Topics: Public Relations, Consumer Relation
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Exam Format SECTION B: Case Study Analysis SECTION B: Case Study Analysis 60 marks total 2 cases, 30 marks each Case #1: Media Relations Case #2: Government Relations (Public Education Campaign)
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Topic Review: Topic Review: Consumer Relations Consumer Relations
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What is Consumer Relations? Public Relations raises awareness, informs, educates, gains understanding, builds trust, makes friends and gives people reasons to buy and finally creates a climate of acceptance for the organisation’s products and services among consumers” Thomas Harris The Marketer's Guide to Public Relations
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PR compared with Marketing & Advertising Corporate Strategy Marketing Strategy Marketing Communications Strategy 4 Ps Promotional Tools e.g. Advertising, PR
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How Public Relations Supports Marketing Stretches organisation’s advertising and promotional dollar Sets the ‘buzz’ on the company and brand (publicity) Establishes organisation as an authoritative source of information on a given product
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How Public Relations Supports Marketing Prospects for new markets by pre- selling through market education Provides third-party endorsements through media publicity Develops good dealer/sales force relations
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Tools of Consumer PR Product information, e.g. product brochure
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