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University of Washington EMBA Program

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Fillers, historical pieces, profiles ... Corporate responsibility. Green Advertising. Mercedes-Benz. Leo Burnett Company, Inc. Thank you! ... – PowerPoint PPT presentation

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Title: University of Washington EMBA Program


1
University of Washington EMBA Program
  • Marketing Management
  • Public Relations
  • Instructor Elizabeth Stearns

2
Elements in the Communications Process
Source (Encodes Message)
Message
Message Channel
Receiver (Decodes Message)
Noise
Feedback
Harcourt, Inc
3
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4
Marketing Plan Review
Analysis of promotional program situation
Analysis of the communication process
Budget Determination
Develop integrated marketing communications
program
Advertising
Direct Marketing
Sales Promotion
PR/ Publicity
Personal Selling
  • Create Awareness
  • Develop Attitudes
  • Change Attitudes
  • Inform
  • Persuade
  • Generate a Sale
  • Generate a Lead
  • Qualify a Lead
  • Enhance a db
  • Relationship
  • Building
  • Create Excitement
  • Stimulate demand/sales(short term)
  • Support sales force/trade/customer
  • (selling and buying)
  • Influence purchase needs
  • Educate consumers
  • Provide Product usage/marketing assistance/
  • After sale service and support
  • Fostering Goodwill between co. and publics
  • Brand Awareness
  • Build Attitudes
  • Encourage purchase behavior

5
Objectives of PR/Publicity
  • Fostering Goodwill between co. and publics
  • Brand Awareness
  • Build Attitudes
  • Encourage purchase behavior

6
Specific Forms of Public Relations
  • Proactive PR-
  • Is dictated by a companys marketing objectives
    it is offensive rather than defensive and
    opportunity-seeking rather than problem-solving
  • Reactive PR-
  • Describes the conduct of public relations in
    response to outside influences

Harcourt, Inc.
7
Reactive The good, the OK, and the ugly
  • Johnson Johnson Tylenol
  • Alaska Airlines, Swiss Air
  • Odwalla
  • Union Carbide
  • Volvo and The Monster Mash (truth in
    advertising)
  • Microsoft, Hertz
  • TWA, Exxon

8
PR Activities and Functions
  • Publications
  • Advice and Counsel
  • Publicity
  • Relations with Various Publics
  • Corporate Image Advertising
  • Public Opinion
  • Miscellaneous

The Dryden Press
9
Various Publics with Which Public Relations
Interacts
Consumers
Employees
Suppliers
Corporate Public Relations
Stockholders
Governments
General Public
Labor Groups
Citizen Action Groups
10
PR AudiencesInternal and External
PRESS
Dealers/Distributers
Stockholders
Customers
Investment Community
Federal, State, Local Legislators
Competitors
Regulatory Authorities
Multinational Corporation
Academic Community
Suppliers
Labor Unions
Special Interest Groups
Board of Directors
Community Neighbors
Clerical Employees
International Community
Employee Families
Bank Insurers
Managers/ Supervisors
Trade Associations
11
Public Relations Tools
  • Controlled Media
  • (Company Controls the use and placement)
  • House Ads
  • Public Service Ads
  • Corporate or institutional and advocacy
    advertising
  • Publications brochures, flyers, magazines,
    newsletters
  • Annual Reports
  • Speakers
  • Photographs
  • Films, videos, CD-ROMs
  • Displays, exhibits
  • Staged events
  • Uncontrolled Media
  • (media control the use and placement)
  • The news release (print, audio, video, e-mail,
    faxes
  • Features (pitch letters)
  • Fillers, historical pieces, profiles
  • The press conference and media advisory (media
    kits, fact sheet, background information)
  • Media tours
  • Bylined articles, op/ed pieces, letters to the
    editor
  • Talk and interview shows
  • Public service announcements
  • Controlled and Uncontrolled Media
  • Electronic communication (web sites, chat rooms)

12
Managing the Crisis you Tried to
Prevent, Norman R. Augustine
  • Stage One Avoiding the Crisis
  • Next week there cant be any crisis. My
    schedule is already full. Henry Kissinger
  • Stage Two Preparing to Manage the Crisis
  • Today my stockbroker tried to get me to buy some
    ten year bonds. I told him, young man, at this
    point I dont even buy green bananas. The
    late congressman Chet Holifield
  • Stage Three Recognizing the Crisis
  • If you can keep your head when all about you are
    losing theirs, its just possible you havent
    grasped the situation Humorist Jean Kerr

13
Managing the Crisis you Tried to
Prevent, Norman R. Augustine
  • Stage Four Containing the Crisis
  • When you come to a fork in the road, take it.
    Yogi Berra
  • Stage Five Resolving the Crisis
  • Even if youre on the right track, youll get
    run over if you just sit there. Will Rogers
  • Stage Six Profiting from the Crisis
  • Experience is the name everyone gives to their
    mistakes. Oscar Wilde

14
PRs Top 6 Firms Worldwide
Inside PR, vol 4(15), March 2, 1998
15
Forms of Sponsorship Marketing
  • Cause-Related Marketing (CRM)
  • Is corporate philanthropy based on
    profit-motivated giving (e.g. Statue of Liberty
    AMEX)
  • Event Marketing
  • Is a form of brand promotion that ties a brand to
    a meaningful athletic, entertainment, cultural,
    social , or other type of high-interest public
    activity.

Harcourt, Inc.
16
Corporate Advertising
17
Corporate Advertising
18
Response to Environmental Problems
Green advertising
Packaging response
Seal-of-Approval programs
  • Cause-Oriented Programs

Point-of-Purchase
19
Green Advertising
  • Relationship between product and environment
  • Promote a green lifestyle
  • Corporate responsibility

20
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21
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22
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23
Green Advertising
Mercedes-Benz Leo Burnett Company, Inc.
24
Thank you!
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