presentation3 - tum · presentation3 author: genet created date: 5/6/2008 12:00:00 am
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The specific message of advertising
• What features are unique to the marketer’s product or brand?
• What criteria do consumers take into consideration to evaluate different products or brands?
• How does the marketer’s products or brand rate compared to those of the competitors?
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Pre-programme evaluation
Potential success of the planned programme
– Historical success of similar programmes
– Measures of consumer awareness
– Measures of consumer reaction
– Measures of the carryover effect of the message
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Post-programme evaluation
Measure of the changes in demand and sales volume
Use of statistics and economics modelling techniques .
Using actual market data � estimation of the advertising response function .
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Role of Public Relations
- building awareness and a good image of a company
- monitoring media channels for public comments
- managing crisis
- building goodwill among an organization’s target market through the organization of special programs and events
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Public Relations – Key tools
- Media relations
- Media tours
- Newsletters
- Special events
- Speaking engagements
- Sponsorships
- Employee relations
- Community relations
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Trends in PR
PR = person to person contact
New trend � use of Internet for people to voice their opinions
– Blogs : reports on happenings at the company
– Forums : consumers opinions and questions about a product
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