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Summary Marketing IIB (Integrated Marketing Communications) Chpt.21 - Public Relations, Word of Mouth, and Sponsorships R60,00   Add to cart

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Summary Marketing IIB (Integrated Marketing Communications) Chpt.21 - Public Relations, Word of Mouth, and Sponsorships

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Reactive and proactive marketing public relations, sponsorships, and cause-related marketing.

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  • Chapter 21
  • January 13, 2024
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  • 2023/2024
  • Summary
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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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