Notes 2-25-08 - Notes, 2-25-08 Chapter 14: Integrated...

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Notes, 2-25-08 Chapter 14: Integrated Marketing Communications Publicity : not controlled by the marketer- can be positive, negative, neutral. Public Relations : The marketing function that evaluates public attitudes, identifies areas within the organization that the public may be interested in, and executes a program of action to earn public understanding and acceptance. The Function of Public Relations: Maintain a positive image Educate the public about the company’s objectives Introduce new products Support the sales effort Generate favorable publicity To reach different target audiences, inform , remind , and persuade people. Informative Promotion o Increase awareness o Explain how product works o Suggest new uses o Build company image Persuasive Promotion o Encourage brand switching o Change customers’ perceptions of product attributes o Influence immediate buying decision o Persuade customers to call Reminder Promotion o Remind customers that product may be needed (People forget and use less of products they need if they aren’t reminded) o Remind customers where to buy product o Maintain customer awareness
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Notes 2-25-08 - Notes, 2-25-08 Chapter 14: Integrated...

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