SMG MK 469 Chapter Notes - Chapter 17: Polskie Radio Program Iii, Alternative 3, Marketing Mix Modeling

• School: Boston University
• Department: Marketing
• Course: SMG MK 469
• Professor: Deborah Utter

Document Summary

Chapter 17 public relations, publicity, and corporate advertising. Public relations pr: the management function which evaluates public attitudes, identifies the policies and procedures of an organization with the public interest and executes a program of action and communication to earn public understanding and acceptance. Requires a series of stages: determination and evaluation of public attitudes, identification of policies and procedures of organization with a public interest, development and execution of a communication program designed to. Pr does more than sell a product, it involves promotional program elements (announce bring about public understanding and acceptance new products or changes to an organization) More marketing oriented perspective - to promote the organization and new products or services - a combination of both departments instead of them being individuals. Pr is a continuum: on one end it is the traditional pr that focuses on relationships between the organization and the publics, on the other end it is primarily marketing communication function.