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Public Relations Publicity Corporate Advertising

Public Relations Publicity Corporate Advertising. Asia-Pacific Marketing Federation Certified Professional Marketer Copyright by Marketing Institute of Singapore. Organization. 1. Introduction 2. Public Relations 3. Publicity 4. Corporate Advertising. Introduction.

Mercy
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Public Relations Publicity Corporate Advertising

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  1. Public RelationsPublicityCorporate Advertising Asia-Pacific Marketing Federation Certified Professional Marketer Copyright by Marketing Institute of Singapore

  2. Organization 1. Introduction 2. Public Relations 3. Publicity 4. Corporate Advertising

  3. Introduction • Tools for changing attitude towards firm • Do not directly impact purchase behavior

  4. Public Relations A mgmt function that determines attitudes and opinions of organization’s publics, identifies its policies with the interests of its publics, and formulates and executes a program of action to earn the goodwill of its publics

  5. PR vs Advertising • Focuses on firm, not product • Generates goodwill, not sales • More credible • Little control over content • Lower cost • More publics • Internal: employees, stockholders • External: press, govt, business community

  6. Steps in PR • Determine public attitudes • Identify policies & procedure with public interest • Develop & execute communications program for public understanding & acceptance

  7. PR & Promotion • Marketing Public Relations (MPR) • PR activities to support marketing objectives

  8. How? • Build mktplace excitement b4 media advtg breaks • Create advtg news when there is no product news • Introduce product with little/no advtg • Provide value-added customer service • Build brand-to-customer bonds • Defend products at risk & give consumers reasons to buy

  9. Publicity • Subset of PR • Short-term • Press • May be positive and negative • Negative publicity originate from external sources

  10. By deeds, not proclamation • Controlled by firm, not beholden to another party GOALS 1. Merchandising orientation • Geared towards direct sales • e.g., celebrity opens a new branch • Likens promotions

  11. 2. Entertainment orientation • Aimed at goodwill, awareness, & image • No immediate sales 3. Educational/community involvement orientation • Enhance quality of life

  12. Corporate Advertising OBJECTIVE • To create an image of a specific corporate personality in the minds of the public • Treats firm as product CORPORATE vs PRODUCT ADVERTISING 1. Focus on less tangible object (the co.) 2. Desired response less specific

  13. TYPES 1. Advocacy • Firm wants public to know where it stands on issue • Usually, media refuse to accept PR message • Purchase ad space to present point of view 2. Special Situation • Related to corporate giving • e.g., public TV programs sponsored by firm • Improve image thro’ choice of program

  14. 3. General Image • Largest category of corporate advertising • Enhance basic image • No specific target

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