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Chapter 16

Public Relations, Publicity, and


Corporate Advertising

Irwin/McGraw-Hill
© The McGraw-Hill Companies, Inc., 1998
Marketing Public Relations (MPR)
Adds Value:
• Building marketplace excitement before
media advertising breaks
• Creating advertising news where there is
no product news
• Introducing a product with little or no
advertising
• Providing a value-added customer service
• Building brand-to-customer bonds
• Influencing the influentials
• Defending products at risk and giving Slide 16-1
consumers a© The
Irwin/McGraw-Hill reason to buy
McGraw-Hill Companies, Inc., 1998
Advantages and
Disadvantages of PR
Advantages: Disadvantages:
– credibility – not completing the
– low cost communication
process
– less clutter – redundancies with
– lead generation the marketing effort
– ability to reach
specific groups
– image building
Slide 16-2

Irwin/McGraw-Hill © The McGraw-Hill Companies, Inc., 1998


Additional Means for Measuring
PR’s Effectiveness
• Personal observation and reaction
• Matching objectives and results
• The team approach
• Management by objectives
• Public opinion and surveys
• Audits
Slide 16-3

Irwin/McGraw-Hill © The McGraw-Hill Companies, Inc., 1998


Types of Corporate Advertising

• Image  Chevron
advertising
• Advocacy  California Avocado

advertising Commission
• Cause-related  J.C. Penney - PBS
advertising
Slide 16-4

Irwin/McGraw-Hill © The McGraw-Hill Companies, Inc., 1998


Advantages and Disadvantages of
Corporate Advertising
Advantages:
– Excellent vehicle for positioning the
firm
– Takes advantages of benefits of PR
– Reaches a select target market
Disadvantages:
– Questionable effectiveness
– Constitutionality and/or ethics Slide 16-5

Irwin/McGraw-Hill © The McGraw-Hill Companies, Inc., 1998