Читайте также:
|
Important- to support market products.
Article reprints(перепечстатьи. Plan ahead, select target publics carefully, pinpoint the significant things, integrate the reprint with other similar articles.Trade show - Analyze the show carefully, select a common theme, display appr-te prods, consider trade books & local promo efforts, emphasize what’s new.Use of spokespersons. They air the sponsor’s viewpoint. Must be articulate, knowledgeable ab the subject.Cause-related marketing. Special events (opening celebr-s, sponsorship of arts, festivals) present publicity opportunities and offer businesses a chance to meet customers face-to-face. The cost of adv is growing so companies tend to sponsorship of the sports, art, education, charitable causes for pr purposes.
PR advertising is a unique type of adv - the marketing of an image rather than a product. It is also named as institutional adv, image adv, public service adv.
Appropriate for a number of activities. It is used to tell the publics about organizational resources, manufacturing and service capabilities, financial strength and stability, company customers. Also appropriate to inform the publics about certain events, like mergers, personnel changes, organization name change, corporate emergencies etc.
seven cardinal rules of PR advertising: 1) Ads must strengthen the bottom line(практич результ.2) Ads must be clear, as their purpose is to promote understanding. 3)Ads must be supported by top management. 4) Ads must persuade(убедит. 5) Ads must sell the persuaded. 6) Ads must be honest 7) A sense of humor helps. The goal is not only to sell, but to maintain the customers’ loyalty. May be the only way a company can achieve a sustainable competitive advantage.
Public relations advertising. Traditionally, organizations used advertising to sell products. But after World War 2nd a unique type of advertising was born – the marketing of an image rather than the product. This technique became known variously as institutional advertising, image adv., public service adv., and ultimately PR adv.Traditional PR, or nonproduct, advertising is still widely used. Such adv can be appropriate for a number of activities (purposes):
Personnel changes. Organizational resources.Manufacturing and service capabilities. Growth history. Financial strength and stability. Company customers. Well-known personalities.Organization name change. Trademark protection. Corporate emergencies.
Дата добавления: 2015-09-11; просмотров: 88 | Поможем написать вашу работу | Нарушение авторских прав |