Lecture Advertising and promotion: An integrated marketing communications perspective (10/e): Chapter 17 - George E. Belch, Michael A. Belch

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Chapter 17 - Public relations, publicity, and corporate advertising. The main goals of this chapter are: To recognize the roles of public relations, publicity, and corporate advertising in the promotional mix; to know the difference between public relations and publicity and demonstrate the advantages and disadvantages of each; to understand the reasons for corporate advertising and its advantages and disadvantages. Chapter 17 Public  Relations,  Publicity, and  Corporate  Advertising Copyright © 2014 McGraw-Hill Education All rights reserved No reproduction or distribution without the prior written consent of McGraw-Hill Education Public Relations (PR)  Evaluates public attitudes  Identifies the policies and procedures of an  organization with the public interest  Executes a program of action to earn public  understanding and acceptance Copyright © 2014 McGraw-Hill Education All rights reserved No reproduction or distribution without the prior written consent of McGraw-Hill Education Role of PR Traditional role • Maintain mutually beneficial relationships between the organization and its publics • Act as a management communications function New role • Work together with the marketing department • Contribute to the IMC process in a way that is consistent with marketing goals Copyright © 2014 McGraw-Hill Education All rights reserved No reproduction or distribution without the prior written consent of McGraw-Hill Education Marketing Public Relations (MPR)  Public relations activities designed to support  marketing objectives  Functions  Building marketplace excitement Improving ROI  Creating advertising news where there is no product news  Introducing a product with little or no advertising  Providing a value­added customer service  Building brand­to­customer bonds  Influencing the influentials  Defending products at risk & giving consumers reason to buy Copyright © 2014 McGraw-Hill Education All rights reserved No reproduction or distribution without the prior written consent of McGraw-Hill Education Figure 17.2 ­ Advantages and  Disadvantages of MPRs Sources: Thomas L. Harris, “Marketing PR—The Second Century,” Reputation Management, www.prcentral.com , January/February 1999, pp. 1–6 Copyright © 2014 McGraw-Hill Education All rights reserved No reproduction or distribution without the prior written consent of McGraw-Hill Education Determining and Evaluating Public  Attitudes  Reasons  Provides input into the planning process  Serves as an early warning system  Secures support internally  Increases the effectiveness of the communication Copyright © 2014 McGraw-Hill Education All rights reserved No reproduction or distribution without the prior written consent of McGraw-Hill Education Steps to Develop a PR Plan Define public relations problems Plan and program Take action and communicate Evaluate the program Copyright © 2014 McGraw-Hill Education All rights reserved No reproduction or distribution without the prior written consent of McGraw-Hill Education Figure 17.3 ­ Ten Questions for  Evaluating Public Relations Plans Copyright © 2014 McGraw-Hill Education All rights reserved No reproduction or distribution without the prior written consent of McGraw-Hill Education Types of Target Audiences Internal audiences External audiences • People who are connected to a firm with whom the firm communicates on a routine basis • Employees • Stockholders • Investors • Members of the local community • Suppliers • Current customers • People who are not closely connected with the organization • Media • Educators • Civic and business organizations • Governments • Financial groups Copyright © 2014 McGraw-Hill Education All rights reserved No reproduction or distribution without the prior written consent of McGraw-Hill Education Tools for Implementing the PR  Program Copyright © 2014 McGraw-Hill Education All rights reserved No reproduction or distribution without the prior written consent of McGraw-Hill Education 10 Advantages and Disadvantages of PR Advantages  Credibility  Cost  Avoidance of clutter  Lead generation  Ability to reach specific  groups  Image building Disadvantages  Potential for incomplete  communication process  Lack of connection between  receiver and sender   Lack of coordination with  marketing unit  Erratic, redundant  communications Copyright © 2014 McGraw-Hill Education All rights reserved No reproduction or distribution without the prior written consent of McGraw-Hill Education 11 Measuring the Effectiveness of PR  Should consider whether the target audience:  Received the messages  Paid attention to the messages  Understood the messages  Retained the messages  Methods   Media content analysis  Survey research  Marketing­mix modeling Copyright © 2014 McGraw-Hill Education All rights reserved No reproduction or distribution without the prior written consent of McGraw-Hill Education 12 Publicity   Generation of news about a person, product, or  service that appears in broadcast or print media  Differs from public relations by:  Being a short­term strategy  Not always being positive  Not always being controlled or paid by the  organization Copyright © 2014 McGraw-Hill Education All rights reserved No reproduction or distribution without the prior written consent of McGraw-Hill Education 13 Video News Release (VNR)  Publicity piece produced by publicists so that  stations can air it as a news story  Used by marketers to have control over the time  and place where information is released Copyright © 2014 McGraw-Hill Education All rights reserved No reproduction or distribution without the prior written consent of McGraw-Hill Education 14 Pros and Cons of Publicity Pros Cons  Substantial credibility  Lack of control  News value  Timing  Significant word­of­mouth  Accuracy  Perception of media  endorsement Copyright © 2014 McGraw-Hill Education All rights reserved No reproduction or distribution without the prior written consent of McGraw-Hill Education 15 Corporate Advertising  Designed to promote the firm overall by:   Enhancing its image   Assuming a position on a social cause   Seeking direct involvement in something Copyright © 2014 McGraw-Hill Education All rights reserved No reproduction or distribution without the prior written consent of McGraw-Hill Education 16 Reasons for Corporate Advertising  Being Controversial Consumers are not interested Costly form of self-indulgence Belief that the firm must be in trouble Perceived as a waste of money Copyright © 2014 McGraw-Hill Education All rights reserved No reproduction or distribution without the prior written consent of McGraw-Hill Education 17 Types of Corporate Advertising Copyright © 2014 McGraw-Hill Education All rights reserved No reproduction or distribution without the prior written consent of McGraw-Hill Education 18  Methods for Measuring the  Effectiveness of Corporate Advertising Attitude surveys Studies relating corporate advertising and stock prices Focus group research Copyright © 2014 McGraw-Hill Education All rights reserved No reproduction or distribution without the prior written consent of McGraw-Hill Education 19 ... Identifies the policies and procedures of an organization with the public interest  Executes a program of action to earn public  understanding and acceptance Copyright © 2014 McGraw-Hill Education... Copyright © 2014 McGraw-Hill Education All rights reserved No reproduction or distribution without the prior written consent of McGraw-Hill Education Figure 17. 2 ­ Advantages and Disadvantages of MPRs... Education 10 Advantages and Disadvantages of PR Advantages  Credibility  Cost  Avoidance of clutter  Lead generation  Ability to reach specific  groups  Image building Disadvantages  Potential for incomplete 
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Xem thêm: Lecture Advertising and promotion: An integrated marketing communications perspective (10/e): Chapter 17 - George E. Belch, Michael A. Belch, Lecture Advertising and promotion: An integrated marketing communications perspective (10/e): Chapter 17 - George E. Belch, Michael A. Belch, Figure 17.2 - Advantages and Disadvantages of MPRs, Figure 17.3 - Ten Questions for Evaluating Public Relations Plans

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