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65 Cards in this Set
- Front
- Back
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Public Relations |
-a strategic management function that utilizes factual information to influence the beliefs of groups and individuals in order to achieve mutually beneficial objectives |
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Marketing |
-an organizational function and a set of processes for creating, communicating and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders
-(American Marketing Association) |
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Origins of Marketing |
-marketing begins with a human need or a want -people can't fill all their needs on their own -the concept of a "market" began around agriculture …. (a gathering place; beginning of mass production) |
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One Thing Marketing and PR Have in Common |
-they are both an art and a science |
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6 Marketing Processes (Fill in the Blank)
-know each of them IN ORDER |
1. opportunity identification -determining who/what people need and where they are 2. research 3. competitive strategy/positioning 4. marketing planning -"test marketing" 5. demand generation/management **where PR comes in** -market development -advertising -promotion -training -customer service 6. sales |
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In the demand generation…. |
-developing the market is where PR comes in because we're the ones who create awareness and education about the product that is being sold |
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General Distinctions between PR and Marketing |
-PR influences beliefs; marketing influences behavior -PR manages the brand/issues (organizational) and focuses on multiple publics; marketing manages PRODUCT brand and focuses on customers (ex: PR manages Johnson and Johnson while marketing manages the product tylenol) -PR is strategic; marketing is tactical -PR is more about writing; marketing is more verbal |
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Trends that Affect PR and Marketing Relationship |
-proliferation of mass media -audiences/publics continue to fragment -new media replacing traditional media -targeted messaging to publics getting more efficient/effective -emergence of Integrated Marketing Communication (IMC)…. (PR, marketing, advertising)
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Effects of the Trends on PR
(true or false) |
-greater focus on values of particular publics and responding with clear messages -proliferation of advertising and PR agency mergers and cross discipline diversification -broader use of traditional marketing tactics by public relations (direct mail, advertising, packaging design)
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Cause Related Marketing 4 Definitional Points |
-a commercial partnership between a for-profit and a non-profit organization, that associates the nonprofit's identity with a brand, product, or service -the transaction (e.g. purchase) yields value to both parties while benefiting a worthy cause -the non-profit organization gains a valuable source of funding and membership while gaining awareness of its purpose -the for-profit organization gains sales, positive brand association, and expands its customer base |
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Statistics… Did you know? |
Given a buying choice between 2 products of equal price and quality, consumers report:
-78% would more likely buy a product associated with a cause -66% would switch brands to support a cause -62% would switch retailers to support a cause -64% believe that cause-related marketing should be a standard part of a company's activities |
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Evolution of Cause Related Marketing (need to know the history) |
-increase in the 90's and today it is common practice -early 1900s: NYC candy maker donates to local orphanage -70s: Wally Amos (famous amos) donates portion of profits to literacy programs -early 80s: from short term sales driver to powerful brand builder -90s: 400% increase in cause related programs -late 90s: became common practice |
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3 Elements |
-corporation -consumer -non-profit |
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Corporation Pros and Cons |
Pros -builds brand, attracts new customers -helps hire and retain best employees -strengthens corporate culture, builds pride, morale and loyalty
Cons -unfunded administrative costs -demand from other non-profits |
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Consumer Pros and Cons |
Pros -effortless opportunity to support causes -gains awareness of social issues
Cons -may incur higher prices |
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Non-Profit Pros and Cons |
Pros -receives additional funding -establishes relationships with consumers -benefits from brand equity gains by corporation
Cons -increased administrative costs - relatively low return -perception of endorsement -potential liability |
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Perception of Endorsements |
-if you're affiliated with a company who did something bad, then everyone who is involved is also reflected upon |
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Vision vs. Mission Statement |
-vision: what you want to be -mission: how you plan to get to what you want to be |
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Relationship Between Mission and Vision Statement |
-they exert equal influence on each other -neither one is crafted in a vacuum
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A Vision Statement is…
(fill in the blank- bolded words) |
-it is a brief description of an organization's (or individual's) aspiration. -it captures the essence of what the organization wants to be, can be, should be. -it is what the organization wants to be. -it is the first answer to the question "why?" -it is fixed in the future within a perceptible amount of time -it inspires its aspirants to look up, look ahead. -it is singular, containing a single idea, modified by logical, clarifying, supportive, and reasonable qualifiers. -it is brief, memorable, easily learned and repeated--a bumper sticker not a magnum opus. -it is clear, free of jargon, understandable by people outside of the field. -it is possible-- the elements needed to achieve it are present and reasonably obtainable -it is seductive-- imagining its reality creates desire to possess it.
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A Mission Statement is…
(fill in the blank- bolded words) |
-a high level description of the major activity or activities the organization undertakes to achieve its vision. -it is the first answer to the question "what?" -it is (like a vision statement) clear, possible, jargon-free, worthwhile, desirable. -it is worthwhile-- achieving it provides benefits that transcend the advantages its attainers may realize -it has a long life expectancy-- becoming more desirable, more attainable as it matures. -it remains intact but well-reasoned enhancements can imbue it with new life. -it is specific but not detailed. -it is brief and memorable. -it provides framework within which people can identify. -it provides people with a clear opportunity to assess their compatibility with the organization. -it instills a sense of common purpose and is a clearing house within which to qualify potential activities -it provides a basis for organizational design and management of resources. -it is flexible and can be modified to align with external changes. |
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Definitions of Campaign
(will give you some and one that doesn't belong) |
-coordinated, purposeful, extended effort -designed to achieve specific objectives of a set of interrelated objectives -addresses issues, solves problems, corrects or improves a situation, creates value -changes, modifies, or reinforces beliefs |
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Most important characteristic of a successful campaign….. |
-ethical behavior |
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Is it better to be on time or on budget? |
ON TIME |
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Successful Campaign Elements
(matching) |
-definitive vision statement (aspiration) -definitive mission statement (operation) -corporate culture (shared values) -positive relationships (expressed values) -reputation (understood values) |
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Government Campaigns
(given description and you match the country) |
-population control in China -military expansion in North Korea -tourism in Mexico -anti-americanism in Venezuela |
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Why can't you have global campaigns? |
-every country has different values and beliefs so you have to give the campaign to representatives in each country so they can tailor it to their people |
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Executive Summary Major Elements of a Strategic PR Campaign
(fill in the missing parts in order) |
-description of organization -statement of situation (problem or opportunity) -key strategies -strategic objectives (measures of success) -key publics -key messages -tactical plan -budget -timetable -summary of research |
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Different Parts of Formulating Objectives |
-is this something new? -do you need to: -create awareness among key publics? -provide education/information to key publics? -develop relationship with new publics? -enhance or solidify perceptions/beliefs? -change or re-define perceptions? -build/manage the brand? -do you have current facts (research) to use as benchmarks? -can you set realistic, quantifiable goals? -do you have the resources to be successful? |
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3 Most Common and Most Usual Strategies in a PR Campaign
(know this, may be on the exam more than once) |
-awareness -education -brand management |
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Key Publics |
-groups we have an interest in and they have an interest in us -segment the larger ones like customers into smaller groups |
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Political/Commercial Speech |
-Political: expression associated with the normal conduct of democracy
-Commercial: expression intended to generate marketplace transaction |
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Slander vs. Libel |
-slander: the utterance of defamatory statements injurious to the reputation or well being of a person
-libel: any written, printed, or pictorial statement that damages a person by defaming his or her character or exposing him or her to ridicule |
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The most important standard to apply to PR performance is |
ethical conduct |
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A mission statement answers the questions "why are we doing this" while a vision statement answers the questions "what are we to do?" |
FALSE
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The first amendment to the U.S. constitution guarantees each of the following rights except: |
-right to bear arms |
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Match the following with a corresponding first amendment right: |
8. B freedom to assemble 9. C freedom of the press 10. A freedom of speech 11. E freedom of religion 12. C right to petition government for redress of grievances
a. no government control of news content b. a meeting of a tax papers rights group c. an ad critical of the governor d. a proposal demanding gun control e. being an outspoken atheist |
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What do libel and slander have in common? |
-they both involve injury and defamation to a person |
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Indicate which of the following definitions pertains to political speech or commercial speech |
-COMMERCIAL: expression intended to generate marketplace transactions
-POLITICAL: expression associated with the normal conduct of a democracy |
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A copyright allows the owner to prohibit others from using his or her intellectual property without permission or payment |
TRUE |
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Indicate what type of speech each of the following statements: either political, commercial, or both |
-the management of J&J is proud to indorse the election of Chris Christie (Political) -toyota believes that its cars are the safest and most efficient on the market (Commercial) -as a consumer, i believe Wal-Mart is an evil company that exploits its workers and i don't think anyone should shop there again (Both) -what happens in vegas, stays in vegas (Commercial) -buy american products and stop sending jobs overseas (Both) -at dow chemical, we believe that the most important element is the human element (Commercial) -better ingredients, better pizza, papa johns! (Commercial) -taxation without representation is tyranny (Political) |
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As emphasized in class, two fundamental ways to avoid PR jail are |
-legal counsel and written permission to use a persons name or photo |
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Original creations of the mind are referred to as: |
-intellectual property |
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Match each of the following burdens of proof in proving libel with its definition: |
27. B publication 28. E fault 29. A damage 30. C identification 31. D defamation
a. that the defamatory statements cause injury or damage to the plaintiff b. communication of untruthful statements to a third party c. that the defamatory statements clearly applied to the plaintiff d. untruthful statements that unfairly injure a person's reputation and or ability to maintain social contacts e. that the defamatory statements are untrue |
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If a trademark becomes generic, the company can lose rights to it |
FALSE
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once a patent is obtained, it is permanent |
FALSE |
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the legal standing of a trademark is based on first registration |
FALSE- first usage not prior registration |
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service marks are regulated by different rules than trademarks |
TRUE |
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a copyright allows a songwriter to prohibit others from performing or copying his/her work |
FALSE |
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Match the following entities with the correct descriptive statement: |
37. D new york stock exchange 38. B corporate bylaws 39. A securities and exchange commission 40. E federal communication commission 41. C federal trade commission
a. regulates buying and selling of stock b. acts as a corporate constitution c. regulates corporate commerce d. enables buying and selling of stock e. regulates public airways |
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Match the following great speakers with one of their famous quotes: |
47. Frederick Douglas- "At a time like this, scorching irony, not convincing argument is needed" 48. John F. Kennedy- "Ask not what your country can do for you, ask what you can do for your country" 49. Sojourner Truth- "Aint i a woman?" 50. Julius Ceasar- "Veni Vidi Vici" 51. Franklin D. Roosevelt- "We have nothing to fear but fear itself" |
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Match these great speakers with a descriptive statement: |
52. Malcolm X- I was a militant civil rights activist 53. Golda Meir- I was an ordained baptist minister 54. Abraham Lincoln- I was a govenor and a senator from louisiana 55. Martin Luther King- I was from the state of illinois 56. Huey Long- I was born in russia and grew up in milwaukee |
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Marketing is defined as "an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders" by: |
American Marketing Association |
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Although both PR and marketing require writing skills, there is a greater requirement for verbal communication skills in PR |
FALSE |
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The concept of a "market" began around: |
Agriculture |
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The four "P's" of marketing are: |
-product -pricing -promotion -placement -(people, process, packaging) |
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A PR campaign is a coordinated, purposeful, extended effort, assigned to achieve specific: |
Objectives |
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The most important characteristic of a successful PR campaign is: |
Ethical Conduct |
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Match these characteristics of successful PR campaign with their descriptions: |
68. B multimedia 69. A systematic planning 70. C documenting
a. following a structured process b. using all appropriate channels of communication c. recording facts and findings for future campaigns |
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It is important to complete a campaign on time and within budget but it is left of a problem to miss deadlines than to exceed the budget |
FALSE |
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The three most common PR campaign strategies are: |
awareness, education, brand management |
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Following are the ten elements of a strategic PR campaigns Executive Summary. The numbers indicate their order, fill in the missing numbers |
9. Timetable 1. Description of Organization 5. Key Publics (73.) 7. Tactical Plans (74.) 2. Statements of Situation 8. Budget (75.) 3. Key Messages (76.) 6. Key Strategies 4. Strategic Objective (measure of success) (77.) 10. Summary of Research |
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Match these foundational elements of successful campaigns with the term that best describes them: |
78. corporate culture- E. shared values 79. reputation- C. understood values 80. definitive mission statements- A. operation 81. positive relationships- B. expressed values 82. definitive vision statements- D. aspiration |
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Associate these types of government campaigns with a country |
83. China- population control 84. Mexico- tourism 85. Venezuela- anti-americanism 86. North Korea- military expansion |
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Who spends the most on advertising? |
1. P&G $3.34 billion 2. AT&T $2.99 billion 3. GM $2.87 billion 4. Verizon $2.45 billion
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