Marketing IIB (Integrated Marketing Communications) Chpt.11 - Endorsers and Message Appeals in Advertising
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University of the Witwatersrand (wits)
Integrated Marketing Communications (BUSE2027)
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Integrated Marketing Communications by ProfessorBurgerQueen
Public Relations, Word of Mouth Influence, and
Sponsorships
- Public relations is an organizational activity involved in fostering goodwill
between a company and its various publics (e.g., employees, suppliers,
stockholders, governments, the public, labor groups, citizen action groups,
and consumers).
- Activities and functions
- Advice and counsel
- Publications and publicity
- Corporate image advertising
- Public opinion research
Marketing Public Relations
- Proactive MPR
- Dictated by a company’s marketing objectives
- Offensively oriented and opportunity seeking
- Credibility accounts for the effectiveness
- Can take the form of product releases, executive statement releases, and
feature articles
- Reactive MPR
- The conduct of public relations in response to outside influences
- Attempt to repair company’s reputation, prevent market erosion, and regain
lost sales
- Quick and positive responses are imperative
- Examples of reactive MPR
- Tiger Woods
- Samsung Galaxy Note 7 battery fires
- BP and Gulf oil spill
Rumours and Urban Legends
- Commercial rumours - widely circulated but unverified propositions
- Conspiracy rumours - involve supposed company policies or practices that are
threatening or undesirable to consumers
- Contamination rumours - deal with undesirable or harmful product or store features
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