MARK221 Study Guide - Final Guide: Stakeholder Management, Strategic Planning, Animal Testing
29 Oct 2018
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Document Summary
The deliberate, planned and sustained efforts of an organisation to establish and maintain mutual understanding between the organisation and its publics. The use of two important business functions, marketing and pr, to generate consumer awareness and positive attitudes towards a product or organisation. The deliberate and systematic attempt to shape perceptions, manipulate cognitions and control behaviour to achieve a desired response. A successful intentional effort at influencing another"s mental state or behaviours through communication, where the individual/group has some measure of freedom to choose. To set aside and use funds without permission, or non-disclosure of fund sourcing. Slander or defamation intended to injure another"s reputation. Five principles that are used to guide ethically persuasive pr. 6 steps that a consumer passes through in the buying process- provides indication of when communications should be provided: Enables pr practitioners to assess the public"s communication needs, based on three categories of publics: Latent: affected by issue but fail to recognise it.
