Đang chuẩn bị nút TẢI XUỐNG, xin hãy chờ
Tải xuống
Chapter 15 - Public relations. The goals of this chapter are: To recognise the roles of public relations, publicity and corporate advertising in the integrated marketing communication mix, to know the difference between public relations and publicity and demonstrate the advantages and disadvantages of each, to understand the reasons for corporate advertising and its advantages and disadvantages,. | Chapter 15 Public relations Learning objectives To recognise the roles of public relations, publicity and corporate advertising in the integrated marketing communication mix. To know the difference between public relations and publicity and demonstrate the advantages and disadvantages of each. To understand the reasons for corporate advertising and its advantages and disadvantages. To know the methods for measuring the effects of public relations, publicity and corporate advertising. Relation to text This slide sets out the chapter’s learning objectives on p. 504 of the text. Processes News Value Marketing PR Publics Media choices Sponsorship Publicity Integration Public relations Corporate advertising Advocacy advertising Image advertising Non-marketing PR Planning and evaluation Relation to text This slide presents a mind map of the key topics/concepts covered in Chapter 15 as shown on p. 504 of the text. Use of this slide This slide is an introductory/transition slide. A media storm Relation to text This slide presents an image of the controversial former CEO of up market retailer David Jones. The image is taken from the opening vignette on pp. 505-6. Summary overview The opening vignette discusses key events leading to various allegations about the CEO’s inappropriate conduct, his resignation and the media frenzy that followed. This case highlights that even leading companies can become embroiled in unpleasant media scrutiny from time to time. It also serves as a salient reminder that not all publicity is necessarily positive. Use of this slide This slide can be used to introduce the importance of PR, especially in times of crisis. Public relations defined Public relations is the deliberate, planned and sustained effort to establish and maintain mutual understanding between an organisation (or individual) and its (or their) publics. It is a management function which evaluates public attitudes, identifies the policies and procedures of an . | Chapter 15 Public relations Learning objectives To recognise the roles of public relations, publicity and corporate advertising in the integrated marketing communication mix. To know the difference between public relations and publicity and demonstrate the advantages and disadvantages of each. To understand the reasons for corporate advertising and its advantages and disadvantages. To know the methods for measuring the effects of public relations, publicity and corporate advertising. Relation to text This slide sets out the chapter’s learning objectives on p. 504 of the text. Processes News Value Marketing PR Publics Media choices Sponsorship Publicity Integration Public relations Corporate advertising Advocacy advertising Image advertising Non-marketing PR Planning and evaluation Relation to text This slide presents a mind map of the key topics/concepts covered in Chapter 15 as shown on p. 504 of the text. Use of this slide This slide is an introductory/transition .
