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MNM2604 assignment 3 memo/answers semester 2 2023
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MNM2604Assignment 3
Memorandum
Results (80%)
Question 1
Distinguishing between Public Relations and Advertising
Public relations (PR) and advertising are both marketing
communication elements, but they differ in their approach and
purpose.
Public Relations (PR):
• PR focuses on building and maintaining a positive image
and reputation for an organization.
• It involves managing relationships with various
stakeholders, such as customers, employees, investors,
and the media.
• PR activities include media relations, crisis management,
event planning, and community engagement.
• The goal of PR is to enhance the organization's credibility,
trust, and goodwill.
Advertising:
• Advertising is a paid form of communication that
promotes a product, service, or brand.
, • It uses various media channels, such as television, radio,
print, and digital platforms, to reach a target audience.
• Advertising aims to create awareness, generate interest,
and persuade consumers to take a specific action, such
as making a purchase.
• It often employs creative techniques, such as catchy
slogans, jingles, and visual elements, to capture attention.
Marketing Communication Strategy of OBC Chicken and Meat
OBC Chicken and Meat is a case study that can provide
insights into its marketing communication strategy. However,
without access to the specific case study, I can provide a
general overview of a typical marketing communication
strategy.
Target Audience: OBC Chicken and Meat would have
identified its target audience, which could be consumers who
prefer fresh and high-quality chicken and meat products.
Key Messages: The company would have developed key
messages to communicate to its target audience, such as the
freshness, quality, and variety of its products.
Channels: OBC Chicken and Meat would have selected
appropriate channels to reach its target audience. This could
include a combination of traditional media (TV, radio, print)
and digital platforms (website, social media).
Advertising: OBC Chicken and Meat may have used
advertising to create awareness and promote its products. For
example, they could have aired TV commercials showcasing
their fresh and delicious chicken and meat products.
Public Relations: OBC Chicken and Meat may have engaged in
PR activities to enhance its reputation and build trust. This
could include media relations, where they provide press
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