33 Questions
What is a key aspect of IMC planning?
Mutual understanding via interactivity
What is a primary goal of public relations activities?
Creating news about the advertising itself
What is an advantage of PR as part of IMC?
Amplifies and adds credibility to campaigns
What is a disadvantage of PR as part of IMC?
Lacks control over media
What is the first step in practising public relations?
Preplanning
Why is it important for a company to determine public attitudes?
To understand the needs and wants of the target audience
What can negative attitudes towards a company lead to?
Decreased sales of the company’s products
Why is it important to conduct research on public attitudes?
To secure support internally
What is the main purpose of formative research in public relations?
To research the situation, organisation, and publics
How many steps are involved in developing a public relations plan?
4 steps
Why is it important for a company to be perceived as a good citizen?
To avoid being perceived as a bad citizen
What is the main component of the PRIA evaluation framework?
Measuring actual PR activities
What is the primary purpose of an annual report?
To serve a variety of purposes
What is the main purpose of the social media tracking model?
To evaluate social media engagement
Who is an example of an internal or associated target audience?
Employees
What is publicity in the context of advertising?
Communication about an organisation, brand or idea not directly paid for or identifiably sponsored
What is a key advantage of public relations?
Credibility
What is the main advantage of publicity?
Can make or break a product or even a company
What is an example of a public relations tactic?
Meetings and presentations
What is measured in reputation tracking?
Perceptions and attitudes
What is the purpose of measuring actual PR activities?
To measure the effectiveness of PR activities
Why is establishing a good program important in public relations?
To manage it properly
What is an example of an external or independent target audience?
Financial groups
What is a key factor in making publicity highly credible?
Perceived endorsement by the medium
What is the primary purpose of a media release?
To engage with the media proactively
What is a disadvantage of publicity?
All of the above
What is the main objective of corporate advertising?
To create a positive company image
What is an example of image advertising?
BHP's Think big campaign
What is a benefit of corporate advertising?
It takes advantage of benefits derived from PR
What is an advantage of publicity over advertising?
It is perceived as being more credible
What is the primary goal of crisis recovery advertising?
To recover from a crisis or negative event
What is an example of advocacy advertising?
The Trash Isles campaign
What is a key aspect of public relations, publicity, and corporate advertising?
They contribute to IMC strategy
Study Notes
Public Relations, Publicity, and Corporate Advertising
- Public relations, publicity, and corporate advertising are distinct components of an Integrated Marketing Communication (IMC) strategy.
Public Relations
- Public relations activities include building excitement pre-launch, improving ROI, creating news about the advertising itself, influencing the influentials, and defending product/position with reasons why.
- Public relations as part of IMC has advantages, including amplifying and adding credibility to campaigns, being cost-effective in achieving goals, supporting relationships between stakeholders, mitigating negatives to controversial campaigns, and improving search engine optimization.
- Disadvantages of public relations as part of IMC include lack of control over media, no guaranteed media coverage, and infrequent collection of relevant survey data to guide public relations decision makers.
- Practising public relations involves preplanning, determining and evaluating public attitudes, planning, identifying policies and procedures, implementation, and developing and executing an action program.
- Determining public attitudes is crucial as it affects sales, perceived image, and employee morale.
Public Relations Plan
- Establishing a public relations plan involves a four-step process: formative research on situation, organization, and publics; strategy to establish goals and formulate action; tactics to choose and implement; and evaluation.
Measuring Effectiveness
- Measuring effectiveness involves evaluating the public relations plan, including the PRIA evaluation framework, and tracking social media engagement.
- Evaluation measures include measure actual PR activities, measure changes in perceptions and attitudes, and measure changes in behavior, such as attendance, press clippings, and site hits.
Publicity
- Publicity is a strategy that involves communication about an organization, brand, or idea not directly paid for or identifiably sponsored.
- Publicity has variable level of control, being controlled by and from the organization, and controlled by the media about the organization.
- The power of publicity lies in its ability to make or break a product or even a company.
Corporate Advertising
- Corporate advertising is paid messaging to promote overall awareness of a company or enhance its image among a target audience.
- Objectives of corporate advertising include creating a positive company image, sharing views on issues, boosting employee morale, addressing investor questions, and identifying ownership of brands.
- Types of corporate advertising include image, crisis recovery, sponsorship, and advocacy.
Advantages and Disadvantages of Corporate Advertising
- Advantages of corporate advertising include excellent positioning of the firm, taking advantage of benefits derived from PR, and reaching a selected target market.
- Disadvantages of corporate advertising include questionable effectiveness, raising questions of fairness and ethics, and potential negative impact on sales.
Test your understanding of Integrated Marketing Communication (IMC) planning, public relations activities, and their role in advertising. This quiz covers various aspects of IMC planning, including building excitement, improving ROI, and influencing the public.
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