Quiz 5 Flashcards
Who are the 4 main stakeholders within PR?
Customers
Employees
Shareholders
Governments
What develops positive relationships between the organisation and its stakeholders?
Public Relations (PR)
What does Marketing PR (MPR) often involve?
Issues likely to affect relationships between customers and product sales
Why is MPR becoming increasingly more important?
Focus on customers and products
Rising cynicism
More cost effective
More credible than PR
What are the two qualifications needed for MPR?
Product should have a level of uniqueness ^ interest
Paid advertising to support
‘_____’s main role is for product launches and enhancements, dictated by marketing objectives, and designed to be controversial to gain publicity.
Proactive MPR
What are some of the tools used in ‘Proactive MPR’ to generate publicity?
Press releases
Product releases
Executive-statement releases
Sponsored events
What are some more dramatic displays of MPR to make major announcements? (think Richard Branson)
Press conferences
Interviews
What are the qualities of ‘Reactive MPR’
Public relations response to a crisis management type situation
Repairs companies reputation
Quick and positive responses imperative (is always necessary, regardless of how bad the situation)
Consumers who hold positive evaluations of a brand are more likely to…
Challenge negative publicity
Consumers who are less loyal to a brand are…
more susceptible to negative publicity
How much money is spent on sponsorships globally?
60 billion
Rank the top four spenders in sponsorships
- Asia pacific
- Central america
- South america
- Europe
What are the 5 reasons for sponsorship growth
Avoids clutter
Helps companies respond to changing media habits
Helps gain approval from stakeholders
Enhances brand equity through association
Targeted communications (geo, demo, etc.)
An observer has a positive association of the person, as a result he then finds himself fond of the object. This is called…
Balance theory
