Final review 3850 fall 2011Presentation Transcript
40 Multiple Choice Questions (2.5 pts)
Study: Ch.’s 13 - 17 & Ch. 7
Class Notes ( also examples from class notes )
What is public relations? (role & definition)
PR- the management function that establishes and maintains mutually beneficial relationships between an organization and the public on whom its success or failure depends
Role-planning and distributing information that will control and manage the image of a firm with a long-range time frame. It’s responsible for its understanding of consumers and its business to its consumers
How is P.R. different from advertising…
(Hint: Group Activity 11)
Advertising is paid while PR does not involve direct payment to media.
Marketing is the plan/execution of 4 Ps while PR is more focused on communication of firm’s image to the public than price and distribution.
Promotion is the comprehensive term for all of the communication activities initiated by the seller to inform, persuade, and remind the consumer about products, services and or ideas offered for sale while PR is more about the relationship
What are the 3 PR Methods? (Read about & understand examples of each)
What are the 7 Public Relations tools/functions? (Know the different types and examples of each)
Development- provide support for non profit organizations through fund raising and member drives (fashion shows)
Internal Relationships- managing the firms employees by creating a corporate culture that attracts and retains productive workers
Investor Relations- keep shareholders informed and loyal to the firm (SEC requires companies to be truthful)
Issues Management- assess the public opinion so that the firm can respond before these opinions create conflicts
Lobbying- build and maintain relationships with government officials, primarily to influence legislation and government regulation
Provides opportunities for open discussion on matters of public policy
All lobbyists are required to report their activities
Seen as unethical, taking advantage of political figures
Press Agentry-create newsworthy stores and events to attract attention from the mass emdia in order to gain public notice
Publicity (most well-known)- company news gone out through media , can be negative or positive
Marketing is to plan & execute the creation of pricing , promotion , and distribution (placement) of products (4 P’s)
Promotion is a comprehensive term for all communication activities initiated by the seller to inform, persuade, and remind the consumer about products, services, or ideas offered for sale (part of the Marketing Mix)
Advertising is paid, created and controlled by the advertiser (a type of communication activity/promotion)
PR does not involve direct payment to media; therefore, the company does not have direct control over the content.
PR is perceived to be a more credible source by consumers.
PR is more about relationship
Media PR methods: press release
Product news method (new product launch)
Company news method (annual reports)
Current news event method (rumor control)
Community PR methods: direct community initiatives
Partnership with non profit organization- GAP and RED
Cause-Related Activity (CRA) and celebrities- Starbucks took the highroad against Mcdonalds “More Mocha less bucks” by offering free coffee on election day
Remote- physical presentation of merchandise by a retailer or manufacturer placed in such locations as hotel lobbies, exhibit halls, public transportation terminals. In entrances of the store. Effective when related to travel.
How is direct selling different from direct-response media (in terms of communication)?
Direct-selling is more personalized and can change, instant feedback, provide personal attention
Know the advantages & disadvantages of personal selling
Advantages- creates a relationship with customer, first contact important
Disadvantages- may fall short with the representative if the person isn’t knowledgeable…poor training
How can retailers take personal selling to a “higher level”?
How do manufacturers utilize personal selling?
Sell directly to customers without going through retailers. Realtionships. Mobility.
Know the social & ethical issues a promotion planner should be aware of when developing advertising, direct marketing pieces, and other promotion tools. (Hint: There are 5)
Plagiarism, counterfeiting, social correctness, offensive advertising
Understand how the sale of counterfeit and pirated goods impact national and international economies
As well as health & safety issues
Impact state funded entities like schools, roads, public transport and can be unsafe healthwise
Know the advantages and disadvantages of self-regulation
What government organization was established in 1914 in response to the need for consumer protection?
What does it monitor/regulate?
Incentives restrict creativity
Guidelines set by industry rather than government
Encourages advertising that’s not offensive, deceiving or exploiting
Promotes consumer trust
Bonus Questions (# not yet specified, but will cover) :
5 Categories of consumer segmentation & examples (Ch. 2 Notes)