MKT 100 Chapter Notes -Press Release, Product Placement, Brand Awareness

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6 Jan 2023

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Public relations (pr) are the activities in which companies engage to create a positive image for a company, product, service, or a person or to address criticism. Press releases, a commonly used pr tool, are designed to generate publicity, but there is not guarantee that the edited media will use them in the stories they write. Good public relations efforts can help a company create rapport with its customers, promote what it has to offer, and supplement its sales efforts. When placed with edited media, the information is often perceived as if it has been created independently of the brand when published. Include print or digital press releases, publicity, and news conferences. Companies also use pr to promote products and to supplement their sales efforts. Many companies that engage in public relations have in-house pr departments, media relations groups, or investor relations groups. Pr specialists must build relationships with people at different media outlets to help get their stores placed.

Related Questions

Which of the following statements is true about sales promotion?

a. Sales promotion has increased dramatically, primarily at the expense of personal selling.

b. It can increase sales by providing extra purchasing incentives.

c. Product characteristics are not relevant when deciding on sales promotions.

d. It encompasses personal selling.

e. It encompasses public relations.

peartrout192

Which of the following statements about personal selling is true?

a. Today, most salespeople are well-educated, well-trained professionals working to build and maintain long-term customer relationships by listening to their customers, assessing their needs, and organizing the company's efforts to solve customer problems.

b. Designing sales force strategy and structure is a minor element of sales force management, and as such is an aspect that most companies should not spend much time considering.

c. When sales are high, there should be a de-emphasis on prospecting as it is a time-waster.

d. Salesforce automation systems have been developed for improving how salespeople feel about their opportunities and value

turquoiseeel224

few years, British Sky Broadcasting has transformed the way people in Britain watch and use their television. Before Sky, people could never have imagined ordering a pizza or sending an email from their set. Today it's an accepted thing.

Part of Sky's success has been in its brand - in defining what makes Sky special and in expressing that difference visually, in products and in the actions of people in the company. And that brand has become one of the company's greatest assets. Brands help companies build a relationship with a customer. A good brand not only helps differentiate a company, it also helps the customer feel something as a result. A pair of Nike trainers might make a person feel more fashionable. A Sony minidisc player might make a person feel they are at the cutting edge of miniature technology. A Rolls Royce might make a person feel that they have reached the top.

Some brands even go beyond that and become so well known that they become generic. This means they're used as a general term for that type of product, even if it's a competitor's product. Walkmans, and Hoovers are a good example. People Hoover the carpet, even if they're really using an Electrolux.

A brand helps customer recognition and enables recognition to be spread by word of mouth as well as by advertising. A brand also adds value. It can allow a company to offer its products at a premium, without reducing the customers' perception of value for money. It also allows a company to extend what they offer to the customer - if a customer trusts one product from that company, they are more likely to trust (and buy) another product from the same company.

That is why Sky has invested so much in its brand. As the first entrant 16 years ago in the field of multichannel television, it had the opportunity to build strong recognition and to even establish itself as the generic brand for multichannel television.

Source: (viewed 10 February 2019)

QUESTIONS

1. In the above article, "if a customer trusts one product from that company, they are more likely to trust (and buy) another product from the same company". Discuss different ways that companies can use to increase brand loyalty. Justify your answers with relevant examples. (5 marks) (500 words)

2. In the above article "brand has become one of the company's greatest assets". Do you agree? Justify your answers with arguments and examples. (5 marks) (500 words)

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MKT 100 Chapter Notes -Press Release, Product Placement, Brand Awareness

MKT 100 Full Course Notes

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