Essentials of Marketing 7th Edition by Charles Lamb,Joe Hair,Carl McDaniel

تمرين 13

Discuss the role of public relations in the promotional mix. Public relations is a vital part of a firm's promotional mix. A company fosters good publicity to enhance its image and promote its products. Popular public relations tools include new-product publicity, product placements, consumer education, sponsorships, and Web sites. An equally important aspect of public relations is managing unfavorable publicity to minimize damage to a firm's image.
1.1 How can advertising and publicity work together? Give an example.
1.2 As the new public relations director for a sportswear company, you have been asked to set public relations objectives for a new line of athletic shoes to be introduced to the teen market. Draft a memo outlining the objectives you propose for the shoe's introduction and your reasons for them.
1.3 Review the newspapers in your area for one week. Try to review several and varied newspapers (local, campus, cultural, countercultural, etc.) During this period, cut out all the event advertisements that list sponsors. Once you have your collection, spread them out so you can see them all at once. Identify any patterns or connections between the type of event and its sponsors. Identify companies that sponsor more than one event. What do sponsors tell you about target markets? After analyzing the ads, write a brief paragraph summarizing your discoveries.