CH14 PR & Publicity & Corporate advertising

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Questions and Answers

What is a key aspect of IMC planning?

Building excitement pre-launch

Mutual understanding via interactivity (correct)

Improving search engine optimisation

Defending product/position with reasons why

What is a primary goal of public relations activities?

Creating news about the advertising itself (correct)

Improving ROI

Tailoring content and building value

Building excitement pre-launch

What is an advantage of PR as part of IMC?

Amplifies and adds credibility to campaigns (correct)

No guaranteed media coverage

Infrequent collection of relevant survey data

Lacks control over media

What is a disadvantage of PR as part of IMC?

Lacks control over media Signup and view all the answers

What is the first step in practising public relations?

Preplanning Signup and view all the answers

Why is it important for a company to determine public attitudes?

To understand the needs and wants of the target audience Signup and view all the answers

What can negative attitudes towards a company lead to?

Decreased sales of the company’s products Signup and view all the answers

Why is it important to conduct research on public attitudes?

To secure support internally Signup and view all the answers

What is the main purpose of formative research in public relations?

To research the situation, organisation, and publics Signup and view all the answers

How many steps are involved in developing a public relations plan?

4 steps Signup and view all the answers

Why is it important for a company to be perceived as a good citizen?

To avoid being perceived as a bad citizen Signup and view all the answers

What is the main component of the PRIA evaluation framework?

Measuring actual PR activities Signup and view all the answers

What is the primary purpose of an annual report?

To serve a variety of purposes Signup and view all the answers

What is the main purpose of the social media tracking model?

To evaluate social media engagement Signup and view all the answers

Who is an example of an internal or associated target audience?

Employees Signup and view all the answers

What is publicity in the context of advertising?

Communication about an organisation, brand or idea not directly paid for or identifiably sponsored Signup and view all the answers

What is a key advantage of public relations?

Credibility Signup and view all the answers

What is the main advantage of publicity?

Can make or break a product or even a company Signup and view all the answers

What is an example of a public relations tactic?

Meetings and presentations Signup and view all the answers

What is measured in reputation tracking?

Perceptions and attitudes Signup and view all the answers

What is the purpose of measuring actual PR activities?

To measure the effectiveness of PR activities Signup and view all the answers

Why is establishing a good program important in public relations?

To manage it properly Signup and view all the answers

What is an example of an external or independent target audience?

Financial groups Signup and view all the answers

What is a key factor in making publicity highly credible?

Perceived endorsement by the medium Signup and view all the answers

What is the primary purpose of a media release?

To engage with the media proactively Signup and view all the answers

What is a disadvantage of publicity?

All of the above Signup and view all the answers

What is the main objective of corporate advertising?

To create a positive company image Signup and view all the answers

What is an example of image advertising?

BHP's Think big campaign Signup and view all the answers

What is a benefit of corporate advertising?

It takes advantage of benefits derived from PR Signup and view all the answers

What is an advantage of publicity over advertising?

It is perceived as being more credible Signup and view all the answers

What is the primary goal of crisis recovery advertising?

To recover from a crisis or negative event Signup and view all the answers

What is an example of advocacy advertising?

The Trash Isles campaign Signup and view all the answers

What is a key aspect of public relations, publicity, and corporate advertising?

They contribute to IMC strategy Signup and view all the answers

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.

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Description

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.