ADM 3326 Chapter Notes - Chapter 15: Sales Promotion, Becel, Graining
Document Summary
3 components: public relations, media publicity, corporate advertising. Non-marketing: maintain mutually beneficial relationship between organization and public. Marketers can provide prepackaged publicity material through vnrs (video. Lasts only for a short period of time however it is a concerted effort with many exposures which may have lasting communication effects. Designed to provide positive info about firm and controlled by firm or agent but may not always be so. Some publicity may be unplanned with focus on organizations reaction to positive or negative events. Pr plan: situational analysis, elements of situational analysis from marketing or imc plan viewed, current assessment of people"s attitudes towards firm/product/service through surveys. Serves as early warning system against problems. Increases effectiveness of communication: target audience, internal audiences connected to organization in some way e. g. employees, shareholders, investors, suppliers, current customers, external audiences not closely connected e. g. the public at large, several types: Employees objective is to maintain moral and showcase emp.
