乔治·E·贝尔奇-广告与促销：整合营销传播视角（第8版）Chapter17a.pptVIP

Public Relations, Publicity, and Corporate Advertising Public Relations Defined Public Relations Management Process Traditional PR Perspective Integration of PR into the Promotional Mix Marketing Public Relations Functions MPR in Practice Benefits of MPR Benefits of MPR The Process of Public Relations Test Your Knowledge Research on Public Attitudes 10 Evaluation Questions 10 Evaluation Questions Determining Public Relations Audiences Communicating With Target Audiences The Media Also Engages in Public Relations Implementing the PR Program Special Olympics Torch Run The Internet as a PR Tool Advantages of Public Relations Potential Problems of Public Relations Test Your Knowledge General Mills Capitalizes on Publicity Measuring PR Effectiveness Criteria for Measuring PR Effectiveness Additional Measures of PR Effectiveness Publicity versus Public Relations A Response to Negative Publicity Pros and Cons of Publicity Corporate Advertising Why is Corporate Advertising Controversial? Objectives of Corporate Advertising Types of Corporate Advertising Boeing Advertises to Enhance Its Image Employee Recruitment by Grant Thornton Event Sponsorship Test Your Knowledge Advocacy Advertising American Gas Association Advocacy Ad Cause Related Marketing Pros and Cons of Corporate Advertising Measuring Corporate Ad Effectiveness Relation to text This slide relates to material on pp. 570-571 of the text. Summary Overview This slide shows the primary differences between public relations activities conducted in traditional media and those conducted on the Internet. These differences are: The Internet allows information to be presented quickly The Internet offers the opportunity to build internal links that provide the media with instant access to additional sources of information on the issue. And get what they need. The Internet offers the ability to provide much more substantial information. Use of this slide This slide can be used to discuss how the Internet has become a means by