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- 1Define Public Relations!Public Relations is a management function that evaluates public attitudes and identifies policies and procedures of an organisation with the public and executes a program of action & communication to earn public understanding and acceptance
- 2What are Marketing Public Relations functions for?- Building marketplace excitement before the media advertising breaks
- improving ROI
- Creating advertising news where there is no product news
- introducing a product with little or no advertising - 3How does PR as a planned process look like?- Pre-Planning -> determine and evaluate public attitudes
- planning -> identify policies and procedures of an individual or organisation with a public interest
- Implementation: Develop and execute an action program, designed to bring about public understanding and acceptance - 4How can public relations audiences be determined?1. Internal and associated
- Shareholders and investors
- employees of the company
- customers and clients
- community members
- suppliers
2. External and independent
- Educators
- media
- government
- civic and business organisations
- financial groups - 5What PR tools do you know?- Interviews
- Media Release
- Media conferences
- Exclusives
- community involvement
- the internet - 6What are criteria for measuring PR effectiveness?- Ratio of positive to negative articles
- number of impressions...
-> over time
-> on the target audience
-> on specific target audiences
- percentage of...
-> positive articles over time
-> negative articles over time - 7What are the advantages of publicity?- substantial credibility
- news value
- significant word-of-mouth
- perception of endorsement by media - 8what are the disadvantages of publicity?- timing difficult or impossible to control
- inaccuracy, omission or distortion may result; controversy - 9What is corporate advertising?- an extension of the PR function
- does not promote a specific product or service
- PROMOTES THE ORGANISATION - 10What objectives of corporate advertising do you konow?- create a positive image for the firm
- communicate the organisation's viewpoint
- Boost employee morale
- smooth labour relations
- help newly deregulated industries
- establish diversified company identity - 11What types of corporate advertising are there?- Image advertising
- Event sponsorship
- advocacy advertising
- cause-related advertising/ marketing - 12What is Advocacy Advertising?= the propagation of ideas and elucidation of controversial social issues of public importance in a manner that supports the interest of the sponsor
- 13What is cause-related marketing?- is a form of marketing whereby companies link with charities or non-profit organisations as contributing sponsors:
--> example: Ben&Jerry's Free cone day for underprivileged children - 14What are the advantages of corporate advertising?- excellent vehicle for positioning the firm
- takes advantage of benefits derived from public relations
- reaches a selected target market - 15What are the disadvantages of corporate Marketing?- may have questionable effectiveness
- raises questions of constitutionality and ethics - 16What are methods to measure corporate advertising effectiveness?- Attitude surveys
- studies relating to corporate advertising and share prices
- focus group research - 17Why is corporate advertising controversial?Opponents to CA claim:
- consumers aren't interested in this form of advertising
- corporate advertising is a waste of money
- the firm's finances or image must be in trouble
- this is a costly form of corporate self-indulgence - 18What is Sales Promotion?= A direct inducement that offers an extra value or incentive for the product to the sales force, distributors or the ultimate consumer with primary objective of creating an immediate sale
- 19What are typical sales promotion vehicles?Consumer oriented:
samples
coupons
premiums
bonus backs
price-off deals
trade-oriented:
cooperative advertising
trade shows training programs - 20What are the reasons for the growth of sales promotion?- changing economic conditions
- growing power of retailers
- declining brand loyalty
- increased promotional sensitivity - 21What are Nonfranchise-building programs?are designed to:
-> accelerate the purchase decision process
-> generate and immediate increase in sales - 22How are Nonfranchise-building promotions limited?- they do not identify unique brand features
- do not contribute to brand identity or image - 23What are examples for nonfranchise-building promotions?- price-off deals
- bonus packs
- rebates or refunds - 24what are franchise-building promotions?are sales promotions that:
- communicate distinctive brand attributes
- develop an reinforce brand identity
build long term brand preference - 25What techniques for franchisebuilding promotions are there?- "Frequency" programs encourage repeat purchase
- Sweepstakes and contests to build equity and increase involvement
- premium offers that reinforce the brand image and help build equity - 26What is the difference between nonfranchise and franchise building promotion?Franchise-building promotions contribute to the building of brand identity and image, nonfranchise-building promotions do not!
- 27What negative impact do sales promotions have?- fewer dollars to build brand equity
- encourages consumers to purchase on the basis of price
- detracts from the value of the brand - 28What are the advantages and disadvantages of sales promotion?Advantages:
- Create Urgency
- Maintain Trade Flows
Disadvantages:
- Miscommunications
- Price sensitivity - 29What are problems with sales promotions?- Marketers too dependant on using Sales Promo to produce short-term or immediate increases in sales
- investing in sales promotion at the expense of advertising
- brands lose perceived value when they are purchased due to promotional offer
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- knnhkjl
- Erstellt von
- Lydia Schmidt · Feb 2017
- Aktualisiert
- 12 Feb 2017
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