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O Guinn
Chapter 18
| Question | Answer |
|---|---|
| PR can be used to active ... | Social media, engage mainstream media, highlight celebrity spokespersons, bond with community, or stage a branded experience via event. |
| What is the aim of Corporate advertising? | To use major media to communicate a unique broad-based message that is distinct from more product-specific brand building; the development of an overall image for a firm |
| What is the goal of Public Relations? | To foster goodwill between a firm and its many constituent groups i.e customers, stockholders, employees, govt' entities, suppliers, the public, etc. Seeks to highlight positive events or noteworthy community service programs & damage control |
| What are "mavens" and "connectors" according to Michael Gladwell? | They are individuals critically important in fostering social epidemics. They can be located, and if you give them useful info or interesting stories about your brand, they share it with their networks. i.e. KD |
| What is the only promotional tool that can provide dame control for bad publicity? | Public Relations |
| What are the 6 Primary Objectives of Public Relations? | 1) Promoting Goodwill 2) Promoting a product or service 3) Preparing internal communications 4) Counteracting negative publicity 5) Lobbying 6) Giving advice and counsel |
| What is Publicity? | Essentially free media exposure about a firm's activities or brands. |
| What are the Key Components of a PR Program? | 1) A public relations audit 2) A public relations plan |
| What is a PR Audit? | Identifies the characteristics of a firm or the aspects of the firm's activities that are positive and newsworthy. Corporate personal and customers are questioned to provide information. |
| What are the five ingredients of a PR Plan? | 1) Situation analysis 2) Program Objectives 3) Program rationale 4) Communication vehicles 5) Message content |
| What are the main communication vehicles for PR programs? | Press releases, interviews, newsletters, blogs, websites, etc. |
| What are the 2 steps that help firms implement a reactive pr strategy? | 1. The PR Audit 2. Identifying Vulnerabilities |
| What is Influencer Marketing? | A series of personalized marketing techniques directed at individuals or groups who have the credibility and capability to drive positive word of mouth in a broader & salient segment of the pop. "Lets give em something to talk about" |
| What is Buzz Marketing? | Defined as creating an event or experience that yields conversations that include the brand. *Note; Buzz marketing depends on that old-fashioned way people communicate with each other - face to face. |
| What is Viral Marketing? | The process of consumers marketing to consumers via the Web via blogs, Facebook, Twitter, Youtube etc. |
| What are the 3 basic types of corporate advertising ? | Image advertising, advocacy advertising, and cause related advertising |
| Advocacy Advertising | Attempts to establish an organizations position on important social or political issues. |
| Cause-related advertising | Features a firms affiliation with an important social or societal cause |
| Green Marketing | Refers to corporate efforts that embrace a cause or a program in support of the environment. |
Created by:
rrayos
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