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1. Đánh giá cao bản chất và vai trò của tiếp thị công cộng quan hệ (MPR). 2. Phân biệt sự khác nhau giữa chủ động và phản ứng MPR. 3. Hiểu các loại tin đồn thương mại và làm thế nào để kiểm soát chúng. 4. Đánh giá cao tầm quan trọng của truyền miệng của (WOM) ảnh hưởng. | Marketing-Oriented Public Relations and Word-of-Mouth Management CHAPTER 18 Appreciate the nature and role of marketing public relations (MPR). Discern the differences between proactive and reactive MPR. Comprehend the types of commercial rumors and how to control them. Appreciate the importance of word-of-mouth (WOM) influence. Understand the role of marketing public relations in creating favorable WOM and building brand buzz. Chapter Objectives After reading this chapter you should be able to: © 2010 South-Western, a part of Cengage Learning. All rights reserved. 18– 18– © 2010 South-Western, a part of Cengage Learning. All rights reserved. Public Relations and Integrated Marcom General Public Relations (PR) Is an organizational activity involved with fostering goodwill between a firm and all of its various publics Employees, suppliers, stockholders, governments, the public, labor groups, citizen action groups, and consumers Marketing Public Relations (MPR) Involves an . | Marketing-Oriented Public Relations and Word-of-Mouth Management CHAPTER 18 Appreciate the nature and role of marketing public relations (MPR). Discern the differences between proactive and reactive MPR. Comprehend the types of commercial rumors and how to control them. Appreciate the importance of word-of-mouth (WOM) influence. Understand the role of marketing public relations in creating favorable WOM and building brand buzz. Chapter Objectives After reading this chapter you should be able to: © 2010 South-Western, a part of Cengage Learning. All rights reserved. 18– 18– © 2010 South-Western, a part of Cengage Learning. All rights reserved. Public Relations and Integrated Marcom General Public Relations (PR) Is an organizational activity involved with fostering goodwill between a firm and all of its various publics Employees, suppliers, stockholders, governments, the public, labor groups, citizen action groups, and consumers Marketing Public Relations (MPR) Involves an organization’s interactions with actual or prospective customers Performs an increasingly important marcom function for both B2C and B2B firms Are more credible and less expensive in comparison with advertisements 18– © 2010 South-Western, a part of Cengage Learning. All rights reserved. MPR versus Advertising PR (or MPR) in Integrated Marcom Has been the subject of much debate Has traditionally been specialized and limited Has credibility that can be used to introduce new products using little advertising Works best for capturing the attention of the media when introducing new and innovative products Drawbacks to MPR Not all products can rely on publicity Free publicity lasts only as long as the product is newsworthy 18– © 2010 South-Western, a part of Cengage Learning. All rights reserved. Marketing-Oriented Public Relations (MPR) Proactive MPR Is a tool for communicating a brand’s merits Is used in conjunction with other marcom tools such as advertising and sales promotions Is .
