Q6 PR, Publicity, CA

Question 1

Marketing public relations functions

• 4 of what should be done
• 4 of what can happen as a result of these

Answer 1

• should be done:
  1) building a marketplace excitement before media advertising breaks
  2) introducing a product with little or no advertising
  3) creating advertising news where there is no product news
  4) influencing the influential, providing information to opinion leaders
• as a result can lead to these
  1) improving return on investment
  2) building brand to customer bonds
  3) providing a value added customer service
  4) defending products at risk

Question 2

Public relations key role in IMC

Answer 2

• marketing and public relations are interrelated functions with each making unique but complimentary contributions to building and maintaining the many relationships essential for organisational survival growth. To ignore one is to risk failure in the other

Question 3

Implementing the PR program: tools (6) and explanation/example

Answer 3

1) media releases - written pieces out together by firm.
2) media conferences - verbal presentations by well known company representatives
3) exclusives - storey released only to one media player, must be selected carefully.
4) interviews - initiated by media, can be positive or negative
5) community involvement - enhance corporate image, usually involves sponsorship donation, needs to be subtle
6) the Internet - about us, annual reports.

Question 4

Benefits of public relations (6+brief explanation)

Answer 4

1) credibility - generally appear as editorial content
2) cost efficiency - very low
3) clutter avoidance - not subject to clutter of ads
4) lead generation
5) selectivity - help reach smaller markets that would other wise be too expensive
6) image building - done properly can lead to positive company image

Question 5

Limitations of public relations (5)

Answer 5

1) lack of control over media
2) media time and space are not guaranteed
3) difficult to tie in slogans or other advertising devices
4) could lead to PR becoming subservient to marketing
5) no standards for effective measurement

Question 6

3 levels of PR evaluation

Answer 6

1) basic - measure actual PR activities undertaken
2) intermediate - measure audience reception and understanding of message
3) advanced - measure perceptual and behavioural change.

Question 7

Dealing with publicity (5)

Answer 7

1) select a single spokesperson
2) never say ‘no comment’
3) tell the truth/do not lie to the media
4) do not try to cover up
5) show a willingness to take action

Question 8

Advantages of publicity (4)

Answer 8

1) substantial credibility
2) news value
3) significant word of mouth
4) perception of endorsement by media

Question 9

Disadvantage of publicity (2)

Answer 9

1) timing difficult or impossible to control

2) inaccuracy, omission or distortion may result

Question 10

Public relations

• definition
• key role

Answer 10

1) definition - a management function which evaluates public attitudes and identified the policies and procedures of an organisation and executes a program of action to earn public understanding and acceptance.

2) key role
- disseminate information about a firms operations to key publics including customers, investors and suppliers.

Question 13

Types of corporate advertising (4)

Answer 13

1) image advertising
2) event sponsorship
3) advocacy advertising
4) cause related advertising

Question 14

Definitions

• image advertising
• event sponsorship

Answer 14

1) image adversing - advertising that creates an identity for a product or service by emphasising its psychological meaning or symbolic association with certain values, lifestyles and the like.
2) event sponsorship - a type of promotion whereby a company develops sponsorship relations with a particular event such as a concert, sporting event or other activity.

Question 15

Definitions

• advocacy advertising
• cause related advertising

Answer 15

1) advocacy adversing - advertising that is concerned with the propagation of ideas and elucidation of social issues of public importance in a manner that supports the position and interest of the sponsor.
2) cause related advertising - companies linking with charities or non profit organs airings as contributing sponsors.

Question 16

Advantages of corporate advertising (3)

Answer 16

1) excellent vehicle for positioning the firm
2) takes advantage of benefits derived from public relations
3) reaches a selected target market

Question 17

Disadvantages of corporate advertising (2)

Answer 17

1) may have questionable effectiveness

2) raises questions of constitutionality and ethics

Question 18

Measuring corporate advertising effectiveness (3)

Answer 18

1) attitude surveys - gain insights into both the publics and investors reactions to ads.
2) focus group research - used to find out what investors want to see in ads and how they react after the ads are developed.
3) studies relating to corporate advertising and share prices.

Question 19

Corporate advertising definition

Answer 19

Advertising designed to promote overall awareness of a company or enhance its image among a target audience.

Question 20

Objectives of corporate advertising (3)

Answer 20

1) boosting employee morale and smoothing relations
2) helping newly deregulated industries ease consumer uncertainty and answer investor questions
3) enabling diversified companies to establish an identity for the parent company rather than relying solely on brand names.

Question 21

The power publicity (3)

Answer 21

1) publicity has the power to shape opinions, both positively and negatively
2) publicity is high credible
3) power exists in publicity’s news value.