CORPORAT

E
ADVERTISI
NG

Maruti Nexa
http://
www.livemint.com/Companies/ATS1TB4kif0XTGqRfxpRtN
/Maruti-Suzuki-spends-Rs2000-crore-on-Nexa-dealer
ships-in-im.html
Its all part of a makeover Maruti is attempting to
shed the dads car image it has come to acquire over
the years since its inception in 1984. A key element
of the makeover is Nexathe new premium sales
outlet network on which Maruti and its dealers have
invested Rs2,000 crore in the past year.

Maruti Suzukis S-Cross launched. First vehicle to be

retailed through Nexa showrooms6th August 2015

Apple Corporate Video

https://
www.youtube.com/watch?v=ox3hfx2
SqAE
https://
www.youtube.com/watch?v=8toYiGU
0sMk
https://
www.youtube.com/watch?v=GT7QMl_

Volvo Corporate Video

https://
www.youtube.com/watch?v=TpZxdfc
iSX0

Hyundai Motors Company PR

Movie

https://www.youtube.com/watch?v=T
x-PikrdFWY

Public Relations Defined

A

management

evaluates

public

function
attitudes

Which
And

identifies the policies and procedures

Of

an

organization

with

the

public

interest And executes a program of

action (& communication) To earn public
understanding and acceptance

Public Relations Management

Stages
Determination and
evaluation of public
attitudes

Identification of

PR

policies and
procedures
Development and
execution of the
program

Integration of PR into the

Promotional Mix
Separate Functions
Marketing
Department

Public
Relations

Coordinated and Equal

Marketing
Department

Public
Relations

Integrated
Marketing
Department

Public
Relations

Marketing Public Relations Functions

Build market excitement before media ads

break
Defend products at risk, give consumers
reason to buy
Create ad news where there is no product
news
Introduce a product with little or no
advertising
Provide a value-added customer
service

Build brand-to-customer bonds

Influence the influential's

Improve ROI

Benefits of MPR
A cost-effective way to reach the market
Highly targeted way to conduct public relations
Endorsements by independent third parties
Achievement of credibility
Makes advertising messages more credible
Breaks though the clutter
Circumvents resistance to sales efforts
Improved media involvement w/customers
Creates influence among opinion leaders
Improved ROI

Disadvantages of MRP

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

The Process of Public Relations

Determining and Evaluating Public
Attitudes

Establishing a PR Plan
Developing and Executing a PR
Program
Measuring Program Effectiveness

Implementing the PR Program

Press
Releases
Press
Conferenc
es

Interview

PR Tools
The
Internet

Exclusives
Community
Involvement

Advantages of Public Relations

Credibility
Cost
Savings

Image
Building

PR
Provides
Avoidance
of Clutter

Selectivity
Lead
Generation

Potential Problems of Public Relations

Potential for incomplete communication

process

Receiver not making connection to the

source

Lack of coordination with marketing dept.

Inconsistent, redundant communications

Publicity
PUBLICITY
The generation of news about a person,
product, or service that appears in the
media

A short-term strategy

A subset of public relations

Not always positive

Often originates outside the

firm

Pros and Cons of Publicity

Advantages

Substantial credibility

News value

Significant word-of-mouth

Perception of media endorsement

Disadvantages

Timing difficult or impossible to control

Inaccuracy, omission, or distortion may

result

Corporate Advertising
An extension of the PR function

Does not promote a specific

product or service

Promotes the organization

Image
enhancement

Assuming a position
on an issue or cause

Seeks
involvement

Types of Corporate Advertising

Image Advertising

General Image Ads

Positioning Ads

Event
Sponsorship

Sponsorships
Recruitment

Advocacy
Advertising
Cause-related
Advertising

Financial Support

Recruitment
https://www.youtube.com/watch?
v=iSSMZgo1640&list=PLX2gs7ibxJKXVb5TJY9bP3RTviJM3leh

Ethos Pathos & Logos

Ethosis an appeal to ethics, and it is a means of
convincing someone of the character or credibility
of the persuader.
Pathosis an appeal to emotion, and is a way of
convincing an audience of an argument by
creating an emotional response.
Logosis an appeal to logic, and is a way of
persuading an audience by reason.