全球行銷溝通決策廣告與公共關係.pptVIP

13-* 公共關係與公共報導 企業廣告(corporate advertising) 作為公關功能的部分工具 藉由整合行銷溝通贏得公眾的注意 形象廣告(image advertising) 用來強化大眾對公司的觀感、創造善意，或是宣布重大變革，如合併或併購 鼓吹式廣告(advocacy advertising) 公司可以表現對特定議題的觀點 13-* 全球行銷溝通中的漸吃重的公關角色 國際間，公關支出平均每年都有20%的成長 印度因為國外投資的上升，產業私有化與公司股票的公開發行，使得公關支出每年有200%驚人的成長率 成長的原因 國家政府之間的公共關係增加 科技 社會議題：如環境 13-* 世界各地公關活動的差異 公關執行會受到文化、傳統、社會、政治與經濟環境等影響 在許多工業國家，大眾媒體與文案是重要的資訊傳播工具 即使是在工業國家，公關的執行仍依國情而有差異 13-* 廣告、公關與2008北京奧運 除鎖定中國政府外，激進份子也將注意力放在奧運會與奧運火炬傳遞活動中進行廣告與公關活動的全球企業 家樂福 Coca-Cola Lenovo（聯想電腦） McDonalds 這些A咖贊助商被迫也要主動、積極地進行公關活動 * A global company that has the ability to successfully transform a domestic campaign into a worldwide one, or to create a new global campaign from the ground up, possesses a critical advantage. The first company to find a global market for any product is frequently at an advantage relative to competitors that make the same discovery later. The search for a global advertising campaign should bring together everyone involved with the product to share information and leverage their experiences. Global campaigns with unified themes can help to build long-term product and brand identities and offer significant savings by reducing cost associated with producing ads. Global advertising also offers companies economies of scale in advertising as well as improved access to distribution channels. Where shelf space is at a premium, as with food products, a company has to convince retailers to carry its products rather than those of competitors. A global brand supported by global advertising may be very attractive because, from the retailer’s standpoint, a global brand is less likely to languish on the shelves. * A global company that has the ability to successfully transform a domestic campaign into a worldwide one, or to create a new global campaign from the ground up, possesses a critical advantage. The first company to find a global market for any product is frequently at an advantage relative to competitors that make the same discovery later. The search for a