ABOUT BOOK

Learning Objectives: Describe the four models of public relations and the four stages of a typical public relations campaign.Analyze the role of public relations in media and culture.Analyze the ways public relations is taking the place of traditional advertising.Explain the concept of branding.Describe the uses of public relations in politics, government, and news media.Understand what integrated marketing communications (IMC) are.Understand why organizations may change their promotional strategies to reach different audiences.Understand the different components of the promotion (communication) mix and why organizations may consider all components when designing the IMC program.Understand the difference between types of communication that target many people at one time versus types of communication that target individuals.Understand the difference between media and vehicles.Explain the similarities and differences between advertising and direct marketing.Understand the benefits of direct marketing and what types of direct marketing organizations often utilize.Understand what a unique selling proposition is and how it is used.Understand different types of promotion objectives.Identify different message strategies.Understand different ways in which promotion budgets can be set.Understand how the budget can be allocated among different media.Learn about different types of sales promotions companies use to get customers to buy their products.Understand the different types of sales promotions companies use with their business customers.Understand why sales promotions have become such an integral part of an organization’s promotion mix.Differentiate between push and pull strategies.Understand the concept of public relations and why organizations allocate part of their promotional budgets to it.Understand what the different types of public relations tools are.Explain how companies use different public relations tools to their advantage.Understand the different social media zones.Understand how social media can generate publicity.Explain how social media keeps changing.