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IMC Final Review

Terms in this set (47)

What are the 5 activities or functions performed by public relations?
1. Advice & Counsel

2. Writing and producing a variety of Publications for constituents

3. Publicity - positive contact with the media

4. Corporate image Advertising - creating goodwill for the firm

5. Monitoring public opinion through research and customer feedback
What is MPR?
-Marketing-oriented aspect of public relations, so more narrow aspect of general PR

-Involves an organization's interactions with actual or prospective customers- more important than ever with social media platforms

-More credible and less expensive in comparison with advertisements -comes across as unbiased if from proper news source. Often free.
What is the difference between proactive and reactive MPR?
Proactive MPR:
-Dictated by a company's marketing objectives
-Offensively oriented and opportunity seeking
-Used with advertising and sales promotions can increase brand awareness

Reactive MPR:
-The conduct of public relations in response to internal or external negative influences
-Attempt to repair company's reputation, prevent market erosion, and regain lost sales
Forms of Proactive MPR:
1. Product releases
2. Executive Statements & News Releases
3. Feature articles
Forms of Reactive MPR:
-Most Common Reason addresses factors in a product's defects and failure
-Provides responses to unanticipated market events (such as COVID-19 & Corona Beer)

-Crisis Management
Be able to recognize examples that have required Reactive MPR
-Burger King "Women Belong in the Kitchen" tweet
-Kraft Send us your Noods Ad
-Nike shoe malfunction
-Dove's real beauty controversial advert
-Trumps Twitter Account
-Kendall Jenner Protest Pepsi ad
-United Airlines overbooking
-Toyota Acceleration problems
-Wal-Mart Fat Girl Costumes
-CrockPotIsInnocent campaign
What is Buzz Creation and what are some proactive efforts used?
Is the systematic and organized effort to encourage people to talk favorably about a brand either over the fence or online—and to recommend its usage to others who are part of their social network.

Proactive Efforts:
-Guerrilla marketing
-Diffusion marketing
-Street marketing
What makes Viral marketing viral
-Can be compared to the spread of an epidemic
-There must be a tipping point, or moment of critical mass when enough people are "infected"
what are the 3 rules for Social epidemics?
1. Law of the Few (takes just 1 messenger)
2. Stickiness Factor (enough to share with others)
3. Power of Context (right context & situation)
What are campaign elements that are used to create Buzz for brands?
1.Location, location, location

2.Use of celebrities

3.Use of brand ambassadors or influencers your TM relates to

4.Link to cause or charity

5.Publicity (doing stunt that are newsworthy like Honest Tea or Charmin's enjoy the go)

6.Crazy guerilla marketing stunt

7.Humor (dollar shave club, crockpot, Charmin)

8.Creating controversy through taking a stand

9.Give away/Contest - Coors #CouldUseABeer Campaign

10.RIGHT TIMING!!!
Know what CRM is
Cause Related Marketing

Entails alliances that companies form with nonprofit organizations to promote their mutual interests.

Based on the idea that a firm will contribute to a cause every time a customer undertakes some action that supports the firm and its brands, or the firm may support regardless of customer action.
Benefits of CRM:
- Fulfills the demand for CSR
- Helps build relationship with community
- Enhances corporate or brand image
- Boosts employee morale
- Increases brand awareness
- Increases brand loyalty
- Broadens customer base
- Reaches new market segments
- Can help generate incremental sales
What are requirements for successful CRM/Sponsorships?
* Fit - Does the brand naturally relate to the cause?

* Accountability - Will the CRM yield sufficient returns on investment or achieve non-financial objectives?
What do studies reveal about consumers when it comes to CRM efforts?
Recent Research shows consumers expect brands to be socially responsible. Consumers have favorable attitudes towards Cause Related Marketing and sponsorship efforts more than ever.

• 70% of consumers want to know how brands are addressing social and environmental issues

• 46% of consumers pay close attention to a brand's actions.
Nature of Sales Promotions - What it is and characteristics
Sales Promotion Is any incentive that is additional to the basic benefits provided by the brand and temporarily changes its perceived price or value.

Is short-term oriented and capable of influencing behavior because it offers buyers superior value and can make them feel better about the buying experience
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