Reading...
Play button
Play button
Use LEFT and RIGHT arrow keys to navigate between flashcards;
Use UP and DOWN arrow keys to flip the card;
H to show hint;
A reads text to speech;
22 Cards in this Set
- Front
- Back
|
Public Relations definition
|
Communications attemption to derive a certain perception about the firm which is ultimately to be determined by the court of public opinion
|
|
|
Word of Mouth definition
|
Communications generation by consumers to consumers about the firm of which the firm has no say over
|
|
|
General Public Relations
|
Is an organizational activity involved with fostering goodwill between a firm and all its various publics
-employees, suppliers, stockholders, governments, the public, labor groups, citizen action groups, and consumers |
|
|
Marketing Public Relations
|
Involves an organization's interactions w/ actual or prospective customers
-marcom between B2C and B2B - more credible and less expensive compared with advertising |
|
|
PR in Intergrated Marcom
|
-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 |
|
|
Proactive MPR
|
- Tool for communicating a brand's merits
-used w/ advertising and sales promotions -dictated by a firm's marketing objectives -offensively oriented and opportunity seeking |
|
|
Reactive MPR
|
-conduct of PR in response to outside influences
-provides a quick response to repair a firm's reputation, prevent market erosion and regain lost sales |
|
|
What are Product releases?
|
-Announce New Products
-provide relevant information, features and benefits -audiovisual product releases (VNRs) |
|
|
What are Executive Statement (news) releases?
|
- Quoting CEO's and other corporate executives
-may address a wide variety of issues -published in the news section -carry a significant degree of credibility |
|
|
What are Feature Articles?
|
-detailed descriptions of products or other newsworthy programs
-written for immediate publications or airing -inexpensive to prepare |
|
|
________: addresses factors in a product's defects and failures.
-Also provides responses to unanticipated market events |
Reactive MPR
|
|
|
Crisis Management
|
-Provides quick and positive responses to negative publicity to reassure consumers and lessen the damage following negative publicity
|
|
|
Three types of Rumors?
|
- Commerical Rumors
-Conspiracy Rumors -Contamination Rumors |
|
|
What's the best way to handle an Antirumor?
|
1. Decide on the specific points that need to be refuted
2. Emphasizing that the conspiracy or contamination rumor is untrue and unfair 3. Picking appropriate media and vehicles for delivering the antirumor message 4. Selecting a credible spokesperson |
|
|
What is Buzz Creation?
|
The systematic and organized effort to encourage people to talk favorably about a particular brand- either over the fence or over the internet- and to reccoment its usage to others who are part of their social network
|
|
|
Proactive Efforts
|
-Guerilla marketing
-Viral marketing -Diffusion Marketing -Street Marketing |
|
|
Key takeaways w/ Buzz marketing?
|
1. determine ultimate goals
2. Connect/ establish bond w/ target market 3. use/combination of social media forms 4. create Awareness first 5. Hit the pavement- grassroots effort 6. customer action |
|
|
3 Rules for reaching the buzz tipping point?
|
1.Law of the Few
2.Stickness Factor 3. power of Context |
|
|
Law of a few?
|
Only one can win.
|
|
|
stickiness factor?
|
money, life of leisure, location, attractiveness
-appealing to attention and memorable factor |
|
|
Power of Context?
|
-relevancy of dream job in this economic environment
-appealing to cirumstance or situation of jobless recession |
