Arens Contemporary Advertising 10e阿伦斯当代广告学.pptVIP

IMC: Public Relations, Sponsorship and Corporate Advertising Chapter 17 Objectives The Role of Public Relations The Role of Public Relations The Role of Public Relations The Public Relations Job The Public Relations Job The Public Relations Job The Public Relations Job Sponsorship and Events Sponsorship and Events:Types of Sponsorship Sponsorship and Events:Types of Sponsorship Sponsorshipand Events:Types of Sponsorship Sponsorship and Events:Types of Sponsorship Sponsorship and Events:Methods of Sponsorship Sponsorship and Events: Measuring Sponsorship Results Corporate Advertising Corporate Advertising Corporate Advertising 17-* chapter 17 McGraw-Hill/Irwin Copyright ? 2009 by The McGraw-Hill Companies, Inc. All rights reserved. [Pub: Please insert cover image from textbook] Distinguish between advertising public relations Discuss the key elements of crisis communications Describe the difference between public relations and publicity Identify the tools public relations practitioners use Explain how event sponsorships can fit into an IMC plan Describe the types of sponsorship advertising and their benefits Explain the role of corporate identity advertising Define advocacy advertising debate its role in a free society Develop goodwill Affectpublic opinion Improvereputation PR manages communication betweenstakeholders (publics) in order to: Mutual Understanding Positive Outcomes Good Long-term Relationships Good PR creates Book signings are a common form of public relations Differences between PR and Advertising Ads delivered by purchased media PR messages not openly sponsored Ads placed forreach frequency PR picked up by external media Perceived Bias Precision Results Practitioner Goals Orientation Ad industry focuseson marketing communications PR pros consider all corporate communications CrisisCommunications Planning Research PublicAffairs Lobbying Speech-writing Fundraising,Membership,or Events Publicity PressAgentry CommunityIn