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IMC Chapter 9
Fichas del conjunto (15)
- 1How is public relations different from traditional advertising?PR is focused on corporate image, and any sort of publicity a company receives is uncontrolled and free of cost.
- 2What are the advantages of PR?Credible sources
Positive impact on business results
Helps develop sound customer relationships - 3What are the disadvantages of PR?Absence of control
Time, energy, and materials can go to waste - 4Name the internal public's of a company.Employees
Distributors
Suppliers
Shareholders
Customers - 5Name the external public's of a company.Media
Governments
Prospective shareholders
Financial
Organizations - 6Name the 7 roles of PR.Corporate communications
Reputations management
Product publicity
Product placement, branded content, and product seeding
Community relations and public affairs
Fundraising
Internal communications - 7What is corporate advertising?A paid form of advertising designed to convey a favorable image of a company among its various public's.
- 8What is product placement?Visible placement of brand name products in TV shows, movies, radio, video games, films, or other programming.
- 9What is branded content?Integrating the name of the brand right into the story line of a show, movie, or video.
- 10What is product seeding?Giving a product free to a group of trendsetters who promote the product to others by word-of-mouth.
- 11What are some examples of internal communications?Newsletters
Small group meetings
Suggestion boxes - 12What are some PR objectives?Create awareness
Shape attitudes
Alter consumer behavior - 13What are some methods of measuring the effects of PR?Gross Impressions (the number of times an item was potentially seen)
Equivalent Advertising Value (how much would a paid advertisement cost compared to the PR)
Engaging customers (online, social media) - 14Name some PR execution tools.Press release
Press conference
Media kit
Website
Newsletters
Brochures
Annual reports
Blogs
Social media - 15What are the 3 levels for measuring PR effectiveness and describe them.Outputs: Reach, frequency, visits, etc.
Outcomes: Measure attitude and behavior change
Business results: Return on investment
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- Business/Economics Fichas sobre IMC Chapter 9, creado por Jacob Hofing el 29/11/2017.
- Creado por
- Jacob Hofing
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