7641009
Description
Flashcards by Lydia Schmidt, updated more than 1 year ago
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Created by Lydia Schmidt
almost 8 years ago
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| Question | Answer |
| Define 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 |
| What 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 |
| How 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 |
| How 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 |
| What PR tools do you know? | - Interviews - Media Release - Media conferences - Exclusives - community involvement - the internet |
| What 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 |
| What are the advantages of publicity? | - substantial credibility - news value - significant word-of-mouth - perception of endorsement by media |
| what are the disadvantages of publicity? | - timing difficult or impossible to control - inaccuracy, omission or distortion may result; controversy |
| What is corporate advertising? | - an extension of the PR function - does not promote a specific product or service - PROMOTES THE ORGANISATION |
| What 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 |
| What types of corporate advertising are there? | - Image advertising - Event sponsorship - advocacy advertising - cause-related advertising/ marketing |
| What 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 |
| What 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 |
| What 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 |
| What are the disadvantages of corporate Marketing? | - may have questionable effectiveness - raises questions of constitutionality and ethics |
| What are methods to measure corporate advertising effectiveness? | - Attitude surveys - studies relating to corporate advertising and share prices - focus group research |
| Why 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 |
| What 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 |
| What are typical sales promotion vehicles? | Consumer oriented: samples coupons premiums bonus backs price-off deals trade-oriented: cooperative advertising trade shows training programs |
| What are the reasons for the growth of sales promotion? | - changing economic conditions - growing power of retailers - declining brand loyalty - increased promotional sensitivity |
| What are Nonfranchise-building programs? | are designed to: -> accelerate the purchase decision process -> generate and immediate increase in sales |
| How are Nonfranchise-building promotions limited? | - they do not identify unique brand features - do not contribute to brand identity or image |
| What are examples for nonfranchise-building promotions? | - price-off deals - bonus packs - rebates or refunds |
| what are franchise-building promotions? | are sales promotions that: - communicate distinctive brand attributes - develop an reinforce brand identity build long term brand preference |
| What 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 |
| What 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! |
| What 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 |
| What are the advantages and disadvantages of sales promotion? | Advantages: - Create Urgency - Maintain Trade Flows Disadvantages: - Miscommunications - Price sensitivity |
| What 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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