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public relations

foster goodwill between a firm and its many constituent groups

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damage control can arise from

internal activities or external forces

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6 objectives of PR

promoting goodwill, promoting a product or service, preparing internal communications, counteracting negative publicity, lobbying, giving advice and counsel

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promoting good will

image building

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promoting a product or service

press releases

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preparing internal communications

correcting misinformation within a firm

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counteracting negative publicity

prevent it from damaging the image of the firm and its brands

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lobbying

PR helps deal with government officials

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giving advice and counsel

what position to take on issues

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press releases

good news stories

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feature story

invite journalist to do an exclusive story on firm when there is an event -- controllable, detailed, lengthy

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publicity

free media exposure about a firms activities or brands

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2 basic PR strategies

proactive and reactive

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proactive PR strategy

build goodwill and buzz

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reactive PR strategy

problems to be solved and requires defensive measures

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key components of proactive PR strategy

PR audit, PR plan - situation analysis, program objectives, program rationale, communications vehicles, message content

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PR audit

identifies the characteristics of a ferm or the aspect of their activities that are positive and news worthy

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PR plan

identifies objectives and activities related to the pR communications by a firm

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PR plan includes 5 parts

situation analysis, program objectives, program rationale, communications vehicles, message content

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situation analysis

summarize information from the PR audit

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program objectives

i.e. credibility and stature -- not sales and profit

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program rationale

identify role relative to all other communication efforts

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communications vehicles

what will be used to implement the plan

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message content

should be researched and developed

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2 steps used when implementing reactive PR strategy

identification of vulnerabilities, PR audit

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identification of vulnerabilities

recognize companies weaknesses

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influencer marketing

series of personal marketing techniques directed at individuals or groups who have the credibility and capability to drive positive word of mouth to broader segments

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professional influencer programs

doctors, dentist, etc... intellectual currency

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peer to peer programs

fun to talk about - social currency

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2 concepts within peer to peer program

buzz and viral marketing - stimulate word of mouth

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buzz marketing

create event or experience that yields conversation - widespread media coverage

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viral marketing

consumers marketing to consumers via the web - word of mouth in digital media reaches high levels of activity

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generate buzz with 5 t's

talkers, topics, tools, taking part, tracking

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corporate advertising

establish a favorable attitude toward a company as a whole

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3 types of corporate advertising

corporate image advertising, advocacy, cause-related

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corporate image advertising

enhance overall image

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advocacy advertising

establish organizations position on important social and political issues - influence public opinion

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cause-related advertising

features a firms affiliation with an important social or societal cause - reducing poverty, increasing literacy, conserving energy, protecting the environment, and curbing drug abuse -- support a good cause

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green marketing

rmbrace a cause or program in support of the environment