Автор: Пользователь скрыл имя, 22 Марта 2012 в 05:04, реферат
Advertizing is today one of the most widespread tools of a communicative policy of the company. The increase in a commodity turn, distribution or strengthening of image of the goods, firm, acquaintance with a product, the information on functions and product cost, trust strengthening to a product can be the advertizing purposes.
Manufacturers disseminate coupons in many ways. They may direct deliver by mailing, dropping door to door, or delivering to a central location such as a shopping mall. They may distribute them through the media—magazines, newspapers, Sunday supplements, or freestanding inserts (FSI) in newspapers. They may insert a coupon into a package, attach it to, or print it on a package. Coupons may also be distributed by a retailer who uses them to generate store traffic or to tie in with a manufacturer's promotional tactic. Retailer-sponsored coupons are typically distributed through print advertising or at the point of sale. Sometimes, specialty retailers such as ice cream or electronics stores or newly opened retailers will distribute coupons door to door or through direct mail [10].
Public relations (PR) is the practice of managing the flow of information between an organization and its publics. Public relations provides an organization or individual exposure to their audiences using topics of public interest and news items that do not require direct payment. Their aim is often to persuade the public, investors, partners, employees and other stakeholders to maintain a certain point of view about the company, its leadership, products or of political decisions. Common activities include speaking at conferences, winning industry awards, working with the press, and employee communication [4].
Specific public relations disciplines include:
Other public relations activities include:
After a public relations practitioner has been working in the field for a while, he or she accumulates a list of contacts in the media and elsewhere in the public affairs sphere. This "Rolodex" becomes a prized asset, and job announcements sometimes even ask for candidates with an existing Rolodex, especially those in the media relations area of public relations.
Astroturfing is the act of public relations agencies placing blog and online forum messages for their clients, in the guise of a normal "grassroots" user or comment (an illegal practice across the larger practice areas such as the European Union).
3.1 Methods, tools and tactics.
Traditional public relations tools include press releases and press kits which are distributed to the media to generate interest from the press. Other widely used tools include brochures, newsletters and annual reports. Increasingly, companies are utilizing interactive social media outlets, such as blogs, Microblogging and social media. Unlike the traditional tools which allowed for only one-way communication, social media outlets allow the organization to engage in two-way communication, and receive immediate feedback from various stakeholders. There are two types of Two-way communication, Two-way asymmetrical public relations and Two-way symmetrical public relations. An asymmetrical public relation model is unbalanced. In this model an organization gets feedback from the public and uses it as a basis for attempting to persuade the public to change. A symmetrical public relation model means that the organization takes the interests of the public into careful consideration and public relations practitioners seek a balance between the interest of their organization and the interest of the public [7].
Video and audio news releases (VNRs and ANRs) are often produced and distributed to TV outlets in hopes they will be used as regular program content, with or without acknowledgment of the source. One emerging theme is the application of psychological theories of impression management.
Advertising dollars in traditional media productions have declined and many traditional media outlets are seeing declining circulation in favor of online and social media news sources. One site even tracked the death of newspapers. As readership in traditional media shifts to online media, so have the focus of many in public relations. Social media releases, search engine optimization, content publishing, and the introduction of podcasts and video are other burgeoning trends.
3.2 Targeting the public
A fundamental technique used in public relations is to identify the target audience, and to tailor every message to appeal to that audience. It can be a general, nationwide or worldwide audience, but it is more often a segment of a population. A good elevator pitch can help tailor messaging to each target audience. Marketers often refer to socio-economically driven "demographics", such as "black males 18-49".
On the other hand stakeholders theory identifies people who have a stake in a given institution or issue. All audiences are stakeholders (or presumptive stakeholders), but not all stakeholders are audiences. For example, if a charity commissions a public relations agency to create an advertising campaign to raise money to find a cure for a disease, the charity and the people with the disease are stakeholders, but the audience is anyone who is likely to donate money.
Sometimes the interests of differing audiences and stakeholders common to a public relations effort necessitate the creation of several distinct but complementary messages. This is not always easy to do, and sometimes, especially in politics, a spokesperson or client says something to one audience that creates dissonance with another audience or group of stakeholders [7].
Negative public relations, also called dark public relations (DPR), is a process of destroying the target's reputation and/or corporate identity. In other words, instead of concentrating efforts in the maintenance and the creation of a positive reputation or image of your clients, the objective is to discredit someone else, usually a business rival. Unlike the regular services in public relations, those in DPR rely on the development of industries such as IT security, industrial espionage, social engineering and competitive intelligence. A common technique is finding all of the dirty secrets of their target and turning them against their very own holder.
The building of a dark PR campaign, also known as a dirty tricks or a smear campaign is a long and a complex operation. Traditionally it starts with an extensive information gathering and follows the other needs of a precise competitive research. The gathered information is being used after that as a part of a greater strategical planning, aiming to destroy the relationship between the company and its stakeholders [2].
The conclusion
Sales promotion includes the various incentive measures
calculated mainly on short action and urged to induce consumers or sellers
to buy certain products or services. While advertizing explains, why
it is necessary to buy these or those goods, measures for sales promotion
offer a certain incentive
In the conditions of the market relations for the businessman the great
value is got by communications with the buyer, with all subjects interested
in this or that transaction. The role of information technologies in
this regard increases in development and decision-making acceleration.
Depending on a situation in the market and perceptions of target audiences types of marketing communications are corrected, change, supplemented or cooperate with each other.
Many types of business don't manage to maximize benefit from the kinds of activity connected with PR as they don't include them in process of marketing communications, being limited only to special actions on points of sale (at the best) and advertizing in specialized directories. It is at the moment very inherent in the Russian business.
The list of used sources