科特勒 营销管理（亚洲版·第6版）英文-第18章.pptVIP

Impact of Public Relations As the power of mass advertising weakens, marketing managers are turning to MPR to build awareness and brand knowledge for both new and established products. MPR is also effective in blanketing local communities and reaching specific groups. In several cases, MPR proved more cost-effective than advertising. * Impact of Public Relations MPR must be planned jointly with advertising. Creative public relations can affect public awareness at a fraction of the cost of advertising. Some experts say that consumers are five times more likely to be influenced by editorial copy than by advertising * Major Decisions in Marketing PR In considering when and how to use MPR, management must establish: the marketing objectives, choose the PR messages and vehicles, implement the plan carefully, and evaluate the results. The main tools of MPR are described in Table 18.6. * Table 18.6: Major Tools in Marketing PR * Establishing Objectives MPR can build awareness by placing stories in the media to bring attention to a product, service, person, organization, or idea. It can build credibility by communicating the message in an editorial context. It can help boost sales force and dealer enthusiasm with stories about a new product before it is launched. It can hold down promotion cost because MPR costs less than direct-mail and media advertising. Whereas PR practitioners reach their target public through the mass media, MPR is increasingly borrowing the techniques and technology of direct-response marketing to reach target audience members one on one. * Choosing Messages and Vehicles The MPR practitioner will search for stories. Do any faculty members have unusual backgrounds, Are any working on unusual projects? Are any new and unusual courses being taught? Are any interesting events taking place on campus? * Implementing the Plan and Evaluating Results MPR’s contribution to the bottom line is difficult to measure, because it is used along wit