Scribd
Upload
153 views6 pages

CH16

The document discusses public relations, publicity, and corporate advertising. It covers how public relations can add value, the advantages and disadvantages of PR, additional means for measuring PR's effectiveness, types of corporate advertising including image, advocacy, and cause-related advertising, and the advantages and disadvantages of corporate advertising.

Uploaded by

api-3731879
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
153 views6 pages

CH16

The document discusses public relations, publicity, and corporate advertising. It covers how public relations can add value, the advantages and disadvantages of PR, additional means for measuring PR's effectiveness, types of corporate advertising including image, advocacy, and cause-related advertising, and the advantages and disadvantages of corporate advertising.

Uploaded by

api-3731879
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
You are on page 1/ 6

Chapter 16

Public Relations, Publicity, and


Corporate Advertising

Irwin/McGraw-Hill
© The McGraw-Hill Companies, Inc., 1998
Marketing Public Relations (MPR)
Adds Value:
• Building marketplace excitement before
media advertising breaks
• Creating advertising news where there is
no product news
• Introducing a product with little or no
advertising
• Providing a value-added customer service
• Building brand-to-customer bonds
• Influencing the influentials
• Defending products at risk and giving Slide 16-1
consumers a© The
Irwin/McGraw-Hill reason to buy
McGraw-Hill Companies, Inc., 1998
Advantages and
Disadvantages of PR
Advantages: Disadvantages:
– credibility – not completing the
– low cost communication
process
– less clutter – redundancies with
– lead generation the marketing effort
– ability to reach
specific groups
– image building
Slide 16-2

Irwin/McGraw-Hill © The McGraw-Hill Companies, Inc., 1998


Additional Means for Measuring
PR’s Effectiveness
• Personal observation and reaction
• Matching objectives and results
• The team approach
• Management by objectives
• Public opinion and surveys
• Audits
Slide 16-3

Irwin/McGraw-Hill © The McGraw-Hill Companies, Inc., 1998


Types of Corporate Advertising

• Image  Chevron
advertising
• Advocacy  California Avocado

advertising Commission
• Cause-related  J.C. Penney - PBS
advertising
Slide 16-4

Irwin/McGraw-Hill © The McGraw-Hill Companies, Inc., 1998


Advantages and Disadvantages of
Corporate Advertising
Advantages:
– Excellent vehicle for positioning the
firm
– Takes advantages of benefits of PR
– Reaches a select target market
Disadvantages:
– Questionable effectiveness
– Constitutionality and/or ethics Slide 16-5

Irwin/McGraw-Hill © The McGraw-Hill Companies, Inc., 1998

You might also like

pFad - Phonifier reborn

Pfad - The Proxy pFad of © 2024 Garber Painting. All rights reserved.

Note: This service is not intended for secure transactions such as banking, social media, email, or purchasing. Use at your own risk. We assume no liability whatsoever for broken pages.


Alternative Proxies:

Alternative Proxy

pFad Proxy

pFad v3 Proxy

pFad v4 Proxy