教师手册 Chap_017教学资源.doc

Chapter 17 - Public Relations, Publicity, and Corporate Advertising PAGE 212 17- PAGE 1 ? 2012 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. Chapter 17 Public Relations, Publicity, and Corporate Advertising Chapter Overview Public relations (PR), publicity and corporate advertising are ways by which information about the organization, its products and/or its services may be communicated. Like the program elements discussed thus far, the marketer will attempt to use these tools to benefit the firm, and its offerings. At the same time, these promotional mix elements are generally used in a different way in that they are not always designed to promote a specific product or service. Rather, they may be used to promote the organization as a whole, a cause or position advocated by the organization, or to create goodwill in the marketplace. In addition, at least one of these elements—publicity—is not always in the control of the marketer. Thus, while it may be possible to affect publicity in some situations, in many others the marketer may have to assume a reactive posture. This chapter discusses each of these program elements, and expands on the changing role of public relations. Learning Objectives To recognize the roles of public relations, publicity, and corporate advertising in the promotional mix. To know the difference between public relations and publicity and to demonstrate the advantages and disadvantages of each. To understand the reasons for corporate advertising and its advantages and disadvantages. To know the methods for measuring the effects of public relations, publicity and corporate advertising. To understand the different forms of corporate advertising. Chapter and Lecture Outline I. PUBLIC RELATIONS A. The Traditional Definitio