TAILIEUCHUNG - Chapter 11: Relationship Building: Public Relations, Sponsorship, and Corporate Advertising

To explain the role of public relations, sponsorships, and corporate advertising in relationship marketing and integrated marketing communications. By integrating public relations, event sponsorships, and institutional advertising with its general advertising activities, a company can improve the overall effectiveness of its marketing efforts. | 11- Relationship Building: Public Relations, Sponsorship, and Corporate Advertising The role of public relations, sponsorships, & corporate advertising in relationship marketing and IMC Chapter Title Chapter 11 Objectives Distinguish between advertising & public relations Discuss the key elements of crisis communications Describe the difference between press agentry & publicity Identify the tools public relations practitioners use Explain how event sponsorships can fit into an IMC plan Define advocacy advertising & debate its role in a free society Explain the role of corporate identity advertising 11- Insert ex. 11-1, p. 341 2006 PR industry benchmarks Position = centered horiz., ” vertical Size = ” TALL Resolution = 300 dpi Develop goodwill Affect public opinion Improve reputation The Role of Public Relations PR manages communication between stakeholders (publics) in order to: 2006 PR industry benchmarks 11- The Role of Public Relations Fox convinces others to .

• Internet Marketing
• Corporate Advertising
• Relationship Building
• Public Relations
• Sponsorship
• marketing efforts
• Marketing communications
• Integrated marketing communications
• Lecture Advertising and promotion
• Determining public attitudes
• Integrated marketing program
• Communication process
• Business strategy
• business development
• corporate strategy
• strategic management
• advertising strategy
• Management Process
• Public Attitudes
• Community involvement
• Press Release
• Green purchase intention
• Consumer behavior
• Green consumption behavior
• Corporate environmental advertising
• Environmental concern
• Purchase green products
• living online
• making online
• markeitng
• procrastinating
• enemies
• Email Marketing
• Email Campaign
• Ensuring Success
• Marketing Strategy
• Email Marketing Efforts
• The Five Critical Elements
• business english
• anh văn thương mại cơ bản
• tiếng anh marketing
• marketing thương mại
• học thuật marketing
• Social media platforms and websites
• Targeted marketing efforts
• Product and services
• Network based marketing
• Social media marketing
• Marketing in the Connected Age
• Marketing effort
• Consignment channel
• Green channel
• Coordinating contract
• Marketing control system
• Market strategy
• Business marketing
• Lecture Business marketing
• Business markets
• Evaluating marketing efforts
• patients’ concerns
• treatments and personal
• circumstance
• intensify efforts
• measure and regularly
• policy measures
• Website quality and government regulations
• Online impulse buying behavior
• Online Impulse Buying
• Competition of online website stores
• Brawijaya Malang University
• Making various marketing efforts