Podcast
Questions and Answers
Which of the following is the MOST significant ethical concern associated with email marketing?
Which of the following is the MOST significant ethical concern associated with email marketing?
- The potential for generating unwanted email, or spam. (correct)
- The difficulty in tracking the effectiveness of email campaigns.
- The cost of sending emails to a large customer base.
- The requirement to obtain explicit consent for every email sent.
Sales promotions are designed to build long-term brand equity rather than stimulate immediate action.
Sales promotions are designed to build long-term brand equity rather than stimulate immediate action.
False (B)
What is 'permission marketing', and how does it address ethical concerns in direct marketing?
What is 'permission marketing', and how does it address ethical concerns in direct marketing?
Permission marketing involves giving recipients a choice to opt in or out of receiving marketing communications. This helps address concerns by ensuring that individuals only receive messages they have agreed to, reducing the likelihood of unwanted communication.
Unlike advertising, sales promotions offer consumers something more ______ in return for taking action.
Unlike advertising, sales promotions offer consumers something more ______ in return for taking action.
Match the following direct marketing methods with their primary ethical challenges:
Match the following direct marketing methods with their primary ethical challenges:
Which of the following best describes the primary goal of a public communication campaign?
Which of the following best describes the primary goal of a public communication campaign?
Effective crisis plans are primarily designed to eliminate the possibility of any crisis from occurring.
Effective crisis plans are primarily designed to eliminate the possibility of any crisis from occurring.
What is strategic philanthropy sometimes called?
What is strategic philanthropy sometimes called?
________ media refers to channels that are owned and controlled by the sponsoring organization.
________ media refers to channels that are owned and controlled by the sponsoring organization.
Match the type of media with its description:
Match the type of media with its description:
What is a key characteristic of Direct-Response Communication (DRC)?
What is a key characteristic of Direct-Response Communication (DRC)?
Cause-related marketing is becoming a less prevalent practice in public relations due to declining consumer interest.
Cause-related marketing is becoming a less prevalent practice in public relations due to declining consumer interest.
In Direct-Response Communication, where should the response from the prospect go?
In Direct-Response Communication, where should the response from the prospect go?
Which of the following best describes the relationship between public relations and advertising in integrated marketing programs?
Which of the following best describes the relationship between public relations and advertising in integrated marketing programs?
Public relations strategists have complete control over how news stories about their clients are presented in the media.
Public relations strategists have complete control over how news stories about their clients are presented in the media.
What is the primary goal of corporate reputation management?
What is the primary goal of corporate reputation management?
A strategic communication process that builds mutually beneficial relationships between organizations and their publics is known as ______.
A strategic communication process that builds mutually beneficial relationships between organizations and their publics is known as ______.
Which of the following is the MOST accurate definition of 'publics' in the context of public relations?
Which of the following is the MOST accurate definition of 'publics' in the context of public relations?
Match the following components to the stage of the Public Relations plan in which they fall:
Match the following components to the stage of the Public Relations plan in which they fall:
What is the MOST significant difference between public relations and advertising regarding message control?
What is the MOST significant difference between public relations and advertising regarding message control?
What is the best description of stakeholders?
What is the best description of stakeholders?
A company is introducing a new artisanal ice cream with unique flavor combinations. Considering the characteristics that make sampling effective, which of the following scenarios would MOST justify using a sampling promotion?
A company is introducing a new artisanal ice cream with unique flavor combinations. Considering the characteristics that make sampling effective, which of the following scenarios would MOST justify using a sampling promotion?
Price-off discounts are generally ineffective at attracting customers from higher quality and price brands.
Price-off discounts are generally ineffective at attracting customers from higher quality and price brands.
What is a primary risk associated with using price-off discounts repeatedly over an extended period?
What is a primary risk associated with using price-off discounts repeatedly over an extended period?
Unlike standard discounts, __________ ensure that the consumer, rather than the retailer, receives the intended price reduction.
Unlike standard discounts, __________ ensure that the consumer, rather than the retailer, receives the intended price reduction.
Match the promotion type with its primary characteristic:
Match the promotion type with its primary characteristic:
Which promotion type is MOST aligned with creating both excitement for consumers and trade audiences?
Which promotion type is MOST aligned with creating both excitement for consumers and trade audiences?
Promotions that offer utilitarian, economic benefits are considered more affective or symbolic than others.
Promotions that offer utilitarian, economic benefits are considered more affective or symbolic than others.
What must an event do in event marketing to succeed?
What must an event do in event marketing to succeed?
Flashcards
Public Relations
Public Relations
A strategic communication process fostering mutually beneficial relationships between organizations and their various groups.
Publics
Publics
Groups with which an organization interacts, including employees, customers, and shareholders.
Stakeholders
Stakeholders
Individuals or groups with an interest in a company's performance or activities.
Situation Analysis (in PR)
Situation Analysis (in PR)
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Public Opinion
Public Opinion
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Opinion Leaders
Opinion Leaders
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Reputation
Reputation
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Corporate Reputation Management
Corporate Reputation Management
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Fulfillment
Fulfillment
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Permission Marketing
Permission Marketing
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Sales Promotion
Sales Promotion
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Advertising
Advertising
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Sales Promotions Offer
Sales Promotions Offer
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Corporate Social Responsibility (CSR)
Corporate Social Responsibility (CSR)
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Crisis Management
Crisis Management
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Public Communication Campaigns
Public Communication Campaigns
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Fund-raising
Fund-raising
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Cause-Related Marketing
Cause-Related Marketing
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Paid Media
Paid Media
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Owned Media
Owned Media
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Earned Media
Earned Media
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Sampling
Sampling
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Price-Off Discounts
Price-Off Discounts
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Rebates
Rebates
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Matching Hypothesis (Promotions)
Matching Hypothesis (Promotions)
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Multiplatform Promotions
Multiplatform Promotions
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Sponsorships
Sponsorships
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Event Marketing
Event Marketing
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Loyalty Programs
Loyalty Programs
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Study Notes
Public Relations Definition
- It's a strategic communication process that builds mutually beneficial relationships between organizations and their publics
Publics vs Stakeholders
- Publics include all groups with which an organization interacts, like employees and local customers
- Stakeholders are those with a stake in the company or organization
Public relations plan steps
- Situation Analysis: Involves an IMC plan review and current assessment of public attitudes toward the firm
- Determining relevant target audiences.
- Set Objectives: Establish behavioral or communication goals
- Strategy development.
- Crafting the message: Includes both creative strategy and delivery via publicity, advertising and sponsorships
- Tactics: Specific actions to execute the strategy
Target Audiences
- Internal or Associated:
- Stockholders and Investors
- Customers and Clients
- Employees of the Firm
- Vendors and Suppliers
- External or Independent
- Community Members
- Educators
- Government
- The Media
- Civic and Business Organizations
Advantages of Public Relations
- Enhanced credibility
- Image building
- Selectivity in targeting
- Opportunity for public opinion shaping
- Cost savings compared to advertising
- Avoidance of clutter
Comparing Public Relations and Advertising: Control
- Public relations strategists are at the mercy of media gatekeepers regarding news stories
- There's no guarantee a story will run, and it can be rewritten or reorganized
- Advertising runs as approved by the client
Aspects of Public Relations
- Corporate reputation management focuses on an organization's image and reputation to strengthen trust
- Corporate Social Responsibility: Good works in the community and environment
- Crisis management: Anticipating and planning for disasters from a media perspective
- Public communication campaigns aim to change public opinion and discourage harmful behaviors
Fund-raising
- It's raising money by collecting donations
- Nonprofits like museums and Red Cross use it to reach potential donors
- Fund-raising is also known as strategic philanthropy
Common Public Relations Tools
- Paid media: Where the sponsoring organization pays for and controls when the message is delivered
- Owned media: Channels owned and controlled by the organization, such as websites, blogs, or sponsored events
- Earned media: Consumers and mass media control mentions and comments about the brand
- Advertising: Used to create corporate visibility, strengthen relationships with various stakeholder audiences
Corporate Advertising
- Promotes the organization rather than a specific product
- Includes image advertising, event sponsorship and advocacy advertising
- Also includes cause-related marketing, in which companies link with charities as sponsors
- Corporate Advertising Strength: To enhance the positioning of the firm
- Corporate Advertising Limitations: Questionable effectiveness
News Media Tactics
- The are used to help with Public Relations
- They consist of news stories that appear in the media
- They are particularly useful for new product launches
- Publicity Tools include press releases, interviews, internet, and community involvement
Publicity Strengths and Limitations
- Strengths include high credibility, perceived endorsement, high exposure, potential, and significant word of mouth
- Limitations include timing issues, potential negativity, and concerns over accuracy
Direct-Response Communication
- Direct-Response Communication (DRC) fosters personal interaction between an organization and its customers
- DRC Involves a multi-channel business practice using media for direct customer interaction
- The tools of DRC are catalogs, direct mail, telemarketing, direct-response ads, internet, and social media
Direct-Response Communication Key Elements
- Communication is sent directly to a prospect
- Responses go directly back to the organization
Direct Mail Issues
- Critics point out direct mail's environmental impact
Telemarketing Issues
- Fraudulent behavior has tarnished telemarketing's image
Internet Direct Marketing Issues
- Email marketing faces criticism for unwanted emails = SPAM
- Permission marketing offers recipients the choice to opt in or out
Importance of Promotion
- It aims at fun, creative ideas used to spur action
- Promotions engage customers and prospects and encourage action
- Activities and communication programs that build excitement in the market
- Used to build demand or stimulate action
- Used to create excitement in public relations programs
Consumer Sales Promotion Objectives
- Increase consumption of am established brand
- To obtain trial and purchase.
- Enhance the IMC efforts and build brand equity
- To defend or maintain current customers
Consumer Oriented promotion activities
- Samples provide a trial basis
- Coupons provide monetary incentive
- Premiums are extra incentive
- Contests/sweepstakes encourage engagement
- Refunds/rebates encourage long term saving
- Bonus Packages provide customer additional savings
- Price off deals lowers the price at time of purchase
- Frequency programs generate repeat customers
- Event Marketing provides social engagement with customer
When Sampling Should Be Used
- Brand excels with superiority/distinct advantage
- Hard selling points through advertising alone
- Hednoic or experiental products
- Quick purchasing cycle
- Able to generate customer trial
- Low cost to produce sample
Problems with Sampling
- Expensive
- Mishandling or poor distribution
- Reaching the wrong customers that has very little intention to purchase
- Consumers unwilling to justify expense
Coupons impact and customer behavior
- Over 83% of Canadians coupon
- Over half claim coupons influences decision
Limitations
- Only useful for customers who need coupon
- Mostly old loyal customers use coupon
- Decreasing the potential client redemption
Rebates
- These solve standard discount issues
- Help people get choice at point of sale, but fail to redeem them
- For price sensitive consumers
- Ensure customer gets deal rather than retail store pocket it (scam)
Contests versus Sweepstakes
- Contests competition- Prizes and money basis winner gets all
- Sweeps Stake random lottery- No proof or purchase
Promotional techniques
- Some are utilitarian, offering economic benefits
- Other affective or symbolic, offering fun experiences
Multiplatform Promotions
- Promotions that blur of advertising, promotion and public relations
SponsorSimps
- Supporting event, marketing and charities
- Financially or supply wise
- High Excitement for sales
- Cost is high
Event Marketing
- Marketers linking brands to promotions
- Sampling, coupons, and incentives
Continuity/ Frequency programs
- Increasing customer retention and repeat purchase rates
- Customer retentions
- Brand loyalty
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