APR 271 Study Guide - Midterm Guide: Integrated Marketing Communications, Situation Two, Systematic Review
10 Oct 2018
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Document Summary
The delivery of persuasive information through purchased media. Prsa: a strategic communication process that builds mutually beneficial relations between organizations and their publics it is intentional. The art and social science of analyzing trends, predicting their consequences, counseling organizational leaders. Both heavily rely on the use of mass communication oriented tactics and executions. Both interact with the creative process differently. The activity, set of instructions and processes for creating, communicating, delivering and exchanging offerings that have value for customers, clients, partners & society at large. Both commonly identify consumers as a key public. Both emphasize the value of a relationship. Pr is broadly concerned with an organization"s reputation while marketing just wants the bottom line. Marketing is outwardly focused while pr focuses on both internal and external publics. Blending of pr & marketing communications within an organization. Encourages consistency and working towards a common goal.
