BUSMK-256 Lecture Notes - Lecture 12: Corporate Social Responsibility, Qantas, Earned Media
8 Dec 2020
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Pr focus on 3 aspects: relating to imc planning, interactivity to establish and maintain understanding, and publics i. e. target audience. How does pr contribute to imc objectives and add value? advertising. Build marketplace excitement before advertising kicks in, or instead of. Reduce overall marketing communication costs, and improves results. Advertising itself can be a form of publicity e. g. trash isles: shared and earned. Provide information or product access to opinion leaders or early adopter of media working collaboratively products. Qantas invited key influencers to be passengers on long haul flight. Can take construction actions to defend or promote a company"s products, giving consumers a reason to buy. Understanding of current attitudes then management develops and execute plans that bring about public understanding and acceptance. Brand attitudes may influence sales and employee morale. Establishing public relations plan practitioners should consider ethical and moral standards and contingency planning.
