General Mills Capitalizes on Publicity

General Mills Capitalizes on Publicity - Inaccuracy,...

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General Mills Capitalizes on Publicity 17-1
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Measuring PR Effectiveness Contributions made? What was achieved? Quantitative measures? Quality? 17-2
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Criteria for Measuring PR Effectiveness 17-3
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Additional Measures of PR Effectiveness Walter Lindenmann recommendations Did the audience receive the message? Did they pay attention to them? Were the messages understood? Where the messages retained? Mark Weiner suggests Media content analysis Survey research Marketing-mix modeling 17-4
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Publicity versus Public Relations A short-term strategy Publicity: The generation of news about a person, product, or service that appears in the media A subset of public relations Not always positive Often originates outside the firm 17-5
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A Response to Negative Publicity 17-6
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Pros and Cons of Publicity Substantial credibility News value Significant word-of-mouth Perception of media endorsement Advantages
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Unformatted text preview: Inaccuracy, omission, or distortion may result Timing difficult or impossible to control Disadvantages 17-7 Corporate Advertising An extension of the PR function Promotes the organization Does not promote a specific product or service Image enhancement Assuming a position on an issue or cause Seeks involvement 17-8 Why is Corporate Advertising Controversial? Opponents to Corporate Advertising Consumers arent interested in this form of advertising This is a costly form of corporate self-indulgence The firm must be in trouble Corporate advertising is a waste of money 17-9 Objectives of Corporate Advertising Create a positive image for the firm Smooth labor relations Communicate the organizations viewpoint Boost employee morale Establish diversified company identity Help newly deregulated industries Objectives 17-10...
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General Mills Capitalizes on Publicity - Inaccuracy,...

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