Escolar Documentos
Profissional Documentos
Cultura Documentos
7
Public Relations,
Publicity, and Corporate
Advertising
McGraw-Hill/Irwin
Guerilla Marketing
Guerilla Marketing
The body of
unconventional
ways of pursuing
conventional
goals.
A proven method
of achieving
profits with
minimum money.
Results
In the days since the event:
Made national televised news
The average number of American households
who viewed Aqua Teen Hunger Force rose 5%,
to 1,082,500, from the previous week of
1,030,500 viewers.
T-shirts were instantly available for sale
portraying the controversial characters.
Web site spiked 105.2%, to 790,000 from
385,000 one week before.
Total US Gross: $5,520,368
US DVD Sales: $11,084,232
Movie Budget: $750,000
Ethical Breach?
Turner Broadcasting failed to notify
the major cities about what was
going on. The lack of communication
cost them unnecessary fines.
The Ethics Code published by the
Word of Mouth Marketing Association
stresses honesty of relationship,
honesty of opinion, and honesty of
identity.
Sources
:
http://www.businessweek.com/innovate/cont
ent/feb2007/id20070209_934852_page_2.htm
http://youtube.com/watch?v=9yigQGKaf2A
www.Google.com
which
and
of
and
to
evaluates
evaluates public
public attitudes
attitudes
identifies
identifies the
the policies
policies and
and procedures
procedures
an
an organization
organization with
with the
the public
public interest
interest
executes
executes aa program
program of
of action
action (and
(and communication)
communication)
earn
earn public
public understanding
understanding and
and acceptance
acceptance
PR
PR
Identification
Identification of
of policies
policies
and
and procedures
procedures
Development
Development and
and
execution
execution of
of the
the
program
program
Traditional PR Perspective
Customers
Customers
Community
Community
Investors
Investors
Public
Public
Relations
Relations
Department
Department
Suppliers
Suppliers
Government
Government
Employees
Employees
Public
Relations
Public
Relations
Integrated
Marketing
Department
Public
Relations
MPR in Practice
Benefits of MPR
Advantages
A cost-effective way to
reach the market
Circumvents resistance to
sales efforts
Endorsements by
independent third parties
Improved media
involvement w/customers
Achievement of credibility
Makes advertising
messages more credible
Improved ROI
Benefits of MPR
Disadvantages
Lack of control over media
Difficult to tie in slogans or
other advertising devices
Media time and space arent
guaranteed
No standards for effective
measurement
Determining
Determining and
and Evaluating
Evaluating Public
Public Attitudes
Attitudes
Establishing
Establishing aa PR
PR Plan
Plan
Developing
Developing and
and Executing
Executing aa PR
PR Program
Program
Measuring
Measuring Program
Program Effectiveness
Effectiveness
Provides
Provides input
input for
for
the
the planning
planning process
process
Serves
Serves as
as an
an early
early
warning
warning system
system
Increases
Increases
communications
communications
effectiveness
effectiveness
Secures
Secures internal
internal
cooperation,
cooperation, support
support
10 Evaluation Questions
10 Evaluation Questions
External
External or
or
Independent
Independent
Stockholders and
Investors
Educators
Customers and
Clients
Governments
Employees
Financial Groups
Community
Members
Vendors and
Suppliers
The Media
External
External or
or
Independent
Independent
Newsletters
Bulletin boards
Press releases
Direct mail
Conferences
Annual reports
Research reports
IInterviews
nterviews
PR
PR Tools
Tools
The
The
Internet
Internet
Exclusives
Exclusives
Community
Community
Involvement
Involvement
The Internet
Allows information to be presented quickly
Credibility
Credibility
Cost
Cost
Savings
Savings
Image
Image
Building
Building
PR
PR
Provides
Provides
Avoidance
Avoidance
of
of Clutter
Clutter
Selectivity
Selectivity
Lead
Lead
Generation
Generation
Potential
Potential
Problems
Problems
Measuring PR Effectiveness
Contributions made?
What was achieved?
Quantitative measures?
Quality?
Percentage of
positive and
negative articles
by . . .
Subject
Publication
Reporter
Target
audience
Disadvantages
Substantial credibility
Timing difficult or
impossible to control
News value
Inaccuracy, omission,
or distortion may
result
Significant word-ofmouth
Perception of
endorsement by
media
Corporate Advertising
An
An extension
extension of
of the
the PR
PR
function
function
Does
Does not
not promote
promote aa specific
specific
product
product or
or service
service
Promotes
Promotes the
the organization
organization
Image
enhancement
Assuming a
position on an
issue or cause
Seeks
involvement
Claims
Claims of
of
Opponents
Opponents to
to
Corporate
Corporate
Advertising
Advertising
Corporate advertising is
a waste of money
The firms finances or
image must be in trouble
This is a costly form of
corporate self-indulgence
Establish
Establish
diversified
diversified
company
company
identity
identity
Create
Create aa positive
positive
image
image for
for the
the
firm
firm
Communicate
Communicate
the
the
organizations
organizations
viewpoint
viewpoint
Objectives
Objectives
Help
Help newly
newly
deregulated
deregulated
industries
industries
Boost
Boost
employee
employee
morale
morale
Smooth
Smooth labor
labor
relations
relations
General
General Image
Image Ads
Ads
Positioning
Positioning Ads
Ads
Event
Event
Sponsorship
Sponsorship
Sponsorship
Sponsorship
Recruitment
Recruitment
Advocacy
Advocacy
Advertising
Advertising
Cause-related
Cause-related
Advertising
Advertising
Financial
Financial Support
Support
Event Sponsorship
Corporate
Corporate Sponsor
Sponsor
Sporting
Sporting
Events
Events
Music,
Music,
Entertainment
Entertainment
Causes
Causes
Festivals
Festivals
Cultural
Cultural Events
Events
Arts
Arts
Advocacy Advertising
Advocacy advertising:
The propagation of ideas and
elucidation of controversial social
issues of public importance in a
manner that supports the interests
of the sponsor.
Disadvantages
May have
questionable
effectiveness
Takes advantage of
benefits derived from
public relations
Raises questions of
constitutionality and
ethics
Reaches a selected
target market
Attitude
Attitude Surveys
Surveys
Effective?
Effective?
Relating
Relating to
to Stock
Stock Prices
Prices
Focus
Focus Group
Group Research
Research