Term
| ______ _______ (PR) is an important tool that until recently was treated as a marketing stepchild. |
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| Companies are realizing that ______ marketing is no longer the answer to some of their communication needs. |
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| Advertising _______ continue to rise, audience _______ continues to decline, and clutter reduces ad ________. |
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| In this environment, public relations holds ________ as a cost-effective promotional tool. |
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PR departments perform five activities, not all of which feed into direct product support:
a. Press ________ - placing newsworthy information in the media to attract attention to a person, product, or service
b. Product ___________ - efforts to publicize specific products
c. Corporate ____________ - internal & external communications and promoting understanding of the organization
d. ___________ - dealing with legislators and government officials to promote or defeat legislation & regulation
e. ____________ - advising management about public issues and company positions and image |
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Definition
Relations
Publicity
Communication
Lobbying
Counseling |
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Term
| _________ is the task of securing editorial and news space, as opposed to paid space, in print & broadcast media to promote a product or a service. |
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| Publicity builds corporate image in a way congruent with the organization's __________ strategy. |
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| Public relations are the most important promotional tool available to ____________ & individual ____________. |
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Definition
| entrepreneurs, properties |
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Term
| An important area of public relations is _________ ____________, because not all publicity is good. |
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| The first step in crisis management is taking all precautions to __________ occurrence of negative events. |
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| __________ crises give warning before they occur, and can often be eliminated with good management. |
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Term
| Sales __________ consists of short-term incentives to encourage purchase or sale of a product or service. |
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Sales promotion includes a variety of promotional tools designed to stimulate earlier or stronger market response:
a. _________ promotion (samples, coupons, rebates, premiums, contests, demonstrations)
b. _________ promotion-buying allowances (free goods, cooperative advertising, and push money)
c. ______ _______ promotion (bonuses and contests) |
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Definition
| consumer, trade, sales force |
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Term
| Sales promotions are most effective when they are used with _________ or _________ selling. |
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| ________-related promotions are another local area marketing tactic, bring business to the hotel or restaurant and help the community. |
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| A good local campaign creates community _________ and exposure for the establishment. |
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