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public relations is the marketing function that evaluates public attitudes identifies areas within the organization that the public may be interested in and execute a program of action to earn public understanding and acceptance public relations activities for nine lives cat food with spokescat Morris include sponsorship of caches masked cat vaccinations for minimal fees fundraisers for humane societies and a free book on cat Care public relations evaluates public attitudes it identifies issues that may elicit public concern and execute programs to gain public understanding and acceptance publicity is the effort to capture media attention public relations campaigns strive to achieve a company's positive image in the eyes of the public the first task a public relations manager has to do is to set objectives that fit with the company's overall marketing program public relations tools include press relations product publicity corporate communication public affairs lobbying employee and Investor Relations and crisis management news releases about new stores personnel and unique products often get coverage in local media many magazines will feature new products if the manufacturer offers them for demonstration or testing with publicity the marketer does not get to control what is said and when because the message is controlled by the media with press relations firms typically try to place information that has some news value into the news as with all public relations tools the firm cannot dictate what the resulting publicity will be because that's legal but they can hope to influence the publicity and make it positive corporate communication may be internal or external depending on the public targeted lobbying refers to dealing specifically with legislators and other government officials to influence regulations or legislation that affect the firm with new product publicity a company can help differentiate new products by creating free news stories about the product and its uses product placement is when marketers gain publicity by making sure their products appear at special events or in movies or on TV shows for example in men in black 2 Will Smith drove her mercedes-benz which obviously gave it a great deal of exposure and Laura Flynn Boyle made her appearance in the movie in a Victoria's Secret advertisement consumer education includes free seminars and demonstrations to help develop more knowledgeable and loyal consumers event sponsorship is a popular method of getting positive exposure for the company or its product this means sponsoring events and charities this you can see in Fairbanks when local companies will support local softball teams and the players will wear t-shirts with the company's name or logo issues sponsorship is how companies build awareness and loyalty by supporting their customers favorite issues like environmentalism this is called green marketing internet websites are an excellent vehicle to post news releases on products product enhancements strategic relationships and financial earnings it can also be a great way for companies to get feedback and provide a self help a self help desk for customers crisis management is used by public relations managers handle the effects bad publicity it's an imperative that a firm has plans for fast and accurate communication in times of emergency to the delight of marketers soap is suddenly showing up on the set of China's popular soap opera love talks one of the first TV series in China engineered by advertisers the unique aspect of this show is the obvious placement of brand name products visible throughout the show marketers such as Unilever Motorola Maybelline Duracell and General Electric have already signed up as sponsors of the show other brands such as Braun and Nike have also cashed in on sponsorships promotion and product placement opportunities with the soap opera while paying to have the product appear in movies or TV shows it's old hat in the United States and other countries the concept is revolutionary in China love talks now airs on 128 of China's 800 television stations the show has been so popular with viewers that the production company has began developing two more series can you recall any brand name products that you've seen in TV shows or in a motion picture and how did it affect your perception of the brand a good public relations program can generate favorable publicity publicity is public information about a company good or service appearing in the mass media as a news item although pulip publicity does not require paid media space or time a cost is generated by public relations employees who organize and distribute news you promotion seeks to modify behavior and thoughts in some way and to reinforce existing behavior so the goal of promotion is to inform persuade and remind informative promotion is generally more prevalent during the early stages of the product life cycle when it can increase demand for a product category informative promotion explains the purpose and benefits of a good or service more complex products often require informative promotion that explains technical benefits iBM has decided to use more informative ads because it's now trying to sell individual computer models rather than just acceptance of the product category also enough the public is now computer literate and capable of digesting detailed technical information persuasion the second promotional task is simply attempting to motivate a consumer to purchase or use more of a product persuasion normally becomes the primary promotion goal when the product enters the growth stage of the product life cycle the aim of persuasion is to convince the customer to buy the company's brand rather than the competitors brand most new car advertising is persuasive geo storm advertisements showed that it's a fun inexpensive little little car compared to other small cars reminder promotion is used to keep the product and brand name in the public's mind this type of advertising is common during the maturity stage of the product life cycle the purpose of these advertisements is to trigger memory there's always more room for jello this is a classic reminder that that assumes the target market already has been persuaded of the goods merits you sales promotion consists of all marketing activities other than personal selling advertising and public relations that stimulate consumer purchasing and dealer effectiveness promotion is used to improve the effectiveness of other ingredients in the promotional mix sales promotion can be aimed at either the end consumers trade customers or our company's employees examples of sales promotion include free samples contest bonuses trade shows and coupons sales promotion is often used during both the introduction and maturity stages of the product life cycle cycle you personal selling is a situation where two people communicate in an attempt to influence each other in a purchase situation traditional methods of personal selling include a planned face-to-face presentation to one or more prospective buyers for the purpose of making a sale more current notions on the subject of personal selling emphasize the relationship that develops between salesperson and a buyer personal selling can also be expensive the cost of an average industrial sales call is 225 dollars