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Chapter 15 - Coggle Diagram
Chapter 15
Public Relations
Public affairs: building + maintaining national + local community relations.
Lobbying: building + maintaining relations with legislators + government
Product publicity: publicizing specific products.
Press relations or press agency: newsworthy information + person, product, or service.
Investor relations: maintaining relationships+ shareholders +financial community
Development: public relations + donors members + nonprofit organizations
Advertising
Developing advertising strategy
Creating the advertising message
Gain attention.
Communicate well.
Selecting the advertising media
Step 2 : Selecting media vehicles
Step 1: Deciding on reach-frequency-impact
Step 3: Deciding on media timing
Setting the advertising budget
Market share
Product life-cycle stage
New products require larger budgets
Mature brands require lower budgets
Evaluating advertising campaigns
Sales and profit effects
Communication effects
Setting advertising objectives
Informative advertising: introducing a new product category+ the build primary demand
Comparative advertising: directly + indirectly
Persuasive advertising: increased competition+ selective demand
Reminder advertising: mature products + maintain customer relationships