Marketing bán hàng - Chapter 17: Ppublic relations, publicity, and corporate advertising

Chapter 17Public Relations, Publicity, and Corporate AdvertisingPublic Relations (PR)Evaluates public attitudesIdentifies the policies and procedures of an organization with the public interestExecutes a program of action to earn public understanding and acceptance2Role of PRTraditional roleMaintain mutually beneficial relationships between the organization and its publicsAct as a management communications functionNew role Work together with the marketing departmentContribute to the IMC process in a way that is consistent with marketing goals3Marketing Public Relations (MPR)Public relations activities designed to support marketing objectivesFunctionsBuilding marketplace excitement Improving ROICreating advertising news where there is no product newsIntroducing a product with little or no advertisingProviding a value-added customer serviceBuilding brand-to-customer bondsInfluencing the influentialsDefending products at risk & giving consumers reason to buy4Figure 17.2 - Advantages and Disadvantages of MPRsSources: Thomas L. Harris, “Marketing PR—The Second Century,” Reputation Management, www.prcentral.com , January/February 1999, pp. 1–65Determining and Evaluating Public AttitudesReasonsProvides input into the planning processServes as an early warning systemSecures support internallyIncreases the effectiveness of the communication6Steps to Develop a PR PlanDefine public relations problemsPlan and programTake action and communicateEvaluate the program7Figure 17.3 - Ten Questions for Evaluating Public Relations Plans8Types of Target AudiencesInternal audiencesPeople who are connected to a firm with whom the firm communicates on a routine basisEmployeesStockholders InvestorsMembers of the local communitySuppliersCurrent customersExternal audiencesPeople who are not closely connected with the organizationMediaEducatorsCivic and business organizationsGovernmentsFinancial groups9Tools for Implementing the PR ProgramPR ToolsPress ReleaseExclusivesCommunity InvolvementSocial Networks & BlogsInternetInterviewsPress Conferences10Advantages and Disadvantages of PRAdvantagesCredibilityCostAvoidance of clutterLead generationAbility to reach specific groupsImage buildingDisadvantagesPotential for incomplete communication processLack of connection between receiver and sender Lack of coordination with marketing unitErratic, redundant communications11Measuring the Effectiveness of PRShould consider whether the target audience:Received the messagesPaid attention to the messagesUnderstood the messagesRetained the messagesMethods Media content analysisSurvey researchMarketing-mix modeling12Publicity Generation of news about a person, product, or service that appears in broadcast or print mediaDiffers from public relations by:Being a short-term strategyNot always being positiveNot always being controlled or paid by the organization13Video News Release (VNR)Publicity piece produced by publicists so that stations can air it as a news storyUsed by marketers to have control over the time and place where information is released14Pros and Cons of PublicityProsSubstantial credibilityNews valueSignificant word-of-mouthPerception of media endorsementConsLack of controlTimingAccuracy15Corporate AdvertisingDesigned to promote the firm overall by: Enhancing its image Assuming a position on a social cause Seeking direct involvement in something16Reasons for Corporate Advertising Being ControversialConsumers are not interested Costly form of self-indulgenceBelief that the firm must be in troublePerceived as a waste of money17Types of Corporate AdvertisingImage AdvertisingGeneral ImageSponsorshipRecruitingGeneral Financial supportEvent SponsorshipAdvocacy AdvertisingCause Related Marketing18 Methods for Measuring the Effectiveness of Corporate AdvertisingAttitude surveysStudies relating corporate advertising and stock pricesFocus group research19