Brainscape's Knowledge GenomeTM

Browse over 1 million classes created by top students, professors, publishers, and experts.


See full index

Advertising Management > 9.1. PR, Publicity, & Sponsorship > Flashcards

9.1. PR, Publicity, & Sponsorship Flashcards

1
Q

PR

A

A management function which evaluates public attitudes, identifies the policies and procedures for an organization with public interest, an executes a program of action to earn public understanding and acceptance

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
2
Q

PR Department Perspective

A
  • Community
  • Customers
  • Investors
  • Suppliers
  • Employees
  • Government
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
3
Q

Marketing Public Relations (MPR)

A

Marketing-oriented aspect of public relations that is an organizational activity involved with fostering goodwill btw a company and its various publics

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
4
Q

Proactive MPR - Traditional ways

A
  • product release
  • feature article
  • executive statement
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
5
Q

Proactive MPR - recent social media movements

A
  • social responsibility (CSR)
  • Shared values (CSV)
  • Sustainability (SDG)
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
6
Q

Reactive MPR

A

crisis management

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
7
Q

Product releases

A
  • announce new products
  • presentation, press conference
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
8
Q

Feature articles

A
  • description of company’s newsworthy or CSR programs
  • either through major media or press release
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
9
Q

executive statements

A
  • address a wide variety of issues quoting CEOs or other executives
  • carry a significant degree of credibility
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
10
Q

Pro traditional MPR

A
  • cost-effective way to reach the market
  • achievement of credibility
  • makes advertising messages more credible
  • circumvents resistance to sales efforts
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
11
Q

Con Traditional MPR

A
  • lack of control over media
  • media time and space are not guaranteed
  • no standards for effective measurements
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
12
Q

Recent trends of MPR: social movements

A
  • environmental sustainability
  • health concerns
  • diversity and equality
  • digital era
  • ## mental well-being
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
13
Q

Reactive MPR: Crisis management

A
  • often product defects and failures are the factors
  • quick and positive responses are imperative
  • attempt to repair company’s reputation, prevent market erosion, and regain lost sales
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
14
Q

Types of crisis

A
  • natural disaster
  • technological crises
  • confrontation
  • malevolence
  • organizational misdeeds
  • workplace violence
  • rumors
  • terrorist attacks/ man-made disasters
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
15
Q

steps of crisis management - pre-crisis

A
  1. anticipate crisis
  2. identify and train spokesperson
  3. establish notification and monitoring system
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
16
Q

steps of crisis management - post-crisis

A
  1. assess the crisis situation
  2. finalize and adapt key messages
  3. be honest and open
  4. update early and often
  5. keep employees informed
  6. communicate with stakeholders
17
Q

Publicity

A
  • the generation of news related to the company
  • generated through various forms such as previews, reviews on blogs, press conference, …
  • often originates outside the firm
  • similar to word-of-mouth
  • not always positive
18
Q

Pro Publicity

A
  • substantial credibility
  • news value
  • significant word-of-mouth
  • perception of endorsement by media
19
Q

Con Publicity

A
  • timing or contents may be difficult or impossible to control
  • not always positive
  • inaccuracy, omission, or distortion may result
20
Q

Sponsorship Marketing

A
  • involve investments in events or causes for the purpose of achieving various corporate objective
  • create positive image for the firm
  • communicate the organizations viewpoint
  • establish diversified company’s identity
21
Q

Types of sponsorship

A
  • athlete sponsorship
  • event sponsorship
  • cause-related marketing
22
Q

event sponsorship

A
  • form of brand promotion that ties a brand to a meaningful athletic, entertainment, cultural, social, or other type of high-interest public activity
23
Q

event sponsorship - examples

A
  • sporting events
  • music and entertainment
  • festivals
  • cultural events
  • art exhibitions
24
Q

Factors when selecting sponsorship events

A
  • consistent with brand image?
  • reach desired target market?
  • geographically suited
  • has competition ever sponsored the event
  • is the event cluttered
  • complement existing sponsorship
  • fir overall marketing programs
  • economically viable
25
Q

Cause-related marketing

A

based on the idea that company will contribute to a cause every time the customer undertakes some action

26
Q

Benefits of CRM

A
  • enhance brand image
  • thwart negative publicity
  • generate incremental sales
  • increase brand awareness
  • reach new target segments
  • increase sales at retail level

Advertising Management (17 decks)

Brainscape helps you reach your goals faster, through stronger study habits.
© 2024 Bold Learning Solutions. Terms and Conditions