Textbook Notes (369,082)
Canada (162,376)
MCS 3620 (29)
Bharat Sud (21)
Chapter 9

Chapter 9 Marketing Communications

4 Pages
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Department
Marketing and Consumer Studies
Course Code
MCS 3620
Professor
Bharat Sud

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Description
Chapter 9 Marketing Communications Public Relations Defining Public Relations Public Relations: A form of communications designed to gain public understanding and acceptance  Public Relations use publicity that usually doesn't involve payment  Communications appear in news media and so it offers a legitimacy that advertising doesn't  PR is used to build rapport w/ thee various publics a company, person or organization may have Internal Publics: The publics with w/ an organization communicates regularly; can include employees, distributors, suppliers, shareholders and customers External Publics: Those publics that are distant from an organization and are communicated w/ less frequently  Media, government, prospective shareholders, the financial community & community orgs.  The goal of PR is to communicate in a way that an organization builds an open, honest, and constructive relationship w/ its various publics  PR communicates are NOT controlled by the organization The Role of Public Relations  As a management function, PR will help an org. anticipate and interpret public opinion that will have impact on its actions  PR will provide the means to plan & implement communication strategies that are in the best interest of the organization  For marketing, good PR will help w/ the launch of new products & create awareness Generally 6 Key categories PR falls into… Corporate Communications  A good PR plan strives to maximize communications in an unpaid manner, but there are times when paid communication is necessary Corporate Advertising: Advertising designed to convey a favorable image of the company among its various publics  Can do this by showing how the resources of the org. resolve consumer problems, by promoting goodwill, or by demonstrating CSR A company can also be active in area of issue management  In these cases a company delivers a message to public so they know where they stand on certain important/popular issue Reputation Management  PR plays vital role when a company finds itself in a crisis b/c the final outcome usually depends on how effectively an org. manages its communications during crisis  When facing crisis, acting quickly and decisively is the approach recommended  Objective is to reassure public that everything possible is being done to correct the situation Product Publicity Publicity: News about an organization, product, service or person that appears in the media  Basically publicity is something that a company & the media deem to be newsworthy  PR and publicity are different but publicity is one aspect of PR  One major opportunity for a product or company to generate positive publicity is during a new product launch  When PR & other forms of communication are combined, the impact on the customer is greater Product Placement, Product Seeding & Branded Content Product Placement: The visible placement of brand name products in TV shows, movies, radio, video games, and other programming  A product placed in a show rather than a 30 second commercial has more credibility w/ viewers & have better chance of being noticed & remembered Branded Content: The integration of brand name goods & services into the script (storyline) of a TV show or movie, the brand name is clearly mentioned & sometimes discussed Product Seeding: Giving a product free to a group of trendsetters who promote the product to others by word-of- mouth  These people usually use technology and their own social networks to spread their opinions  Marketers take advantage of word-of-mouth  Creates buzz for the brand (buzz marketing)  Advantages include being low-cost compared to an ad campaign, can reach narrow target, but disadvantage is that if the product doesn’t meet expectations, influencers will still spread the word Community Relations & Public Affairs  CSR (corporate social responsibility) is very important in today’s environment  Sponsoring community events, local groups or sports teams is part of CSR  The effects are usually long-term positive results for sales  Tim Hortons has high CSR Public Affairs: Strategies to deal w/ governments and to communicate w/ governments Lobbying: Activities and practices designed to influence policy decisions that will affect and organization or all organizations in a particular industry  Independently funded orgs. Like Greenpeace actively lobby governments to ensure industry maintains environmental standards Fundraising  In the not-for-profit sector, PR plays a key role in fundraising  For these organizations. PR help educate public about how funds are used  Overall goal is to create positive image and secure support by sending a message that clearly states what the org. is all about  This requires an integrated communication plan and employ various techniques to deliver the message Public Relations Planning  PR plans are designed to fit directly w/ the needs of the organizations marketing objectives  They can be active (help support a brand/company positively) or reactive (help in crisis)  A well-times PR plan can play key role in the launch of new products, especially when budget is scarce  PR is usually hired from outside agencies  Usually if a company has an in-house PR they just specialize in public affairs and community relations PR Objectives  PR objectives usually include creating awareness, shaping attitudes & altering behaviour  The level of publicity generates by a PR plan can be measured  Publicity objectives should consider the media through which the message will be communi
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