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PUBLIC RELATION PROCESS • DEFINE PR PROBLEMS • PLANNING AND PROGRAMMING • TAKING ACTION AND COMMUNICATION • EVALUATING THE PROGRAMME Topic 2 STUDY UNIT 3 CAMPAIGN PLANNING AND MANAGEMENT Elements of Public Relations planning and management • The environment • The organisation • The communication planner • The message • The medium • The target audience or publics • The effect and effectiveness • Feedback and feedforward Elements of the Public Relations campaign • Objectives of campaigns • Types of campaigns • Stages of effective campaigns • Criteria for campaign effectiveness PRISA The model Text book Study guide • Situation analysis • Situation analysis • Formulating objective • Definition of objectives • Identifying target publics • Definition of publics • Formulating message • Selection of media • Implementing actions • Budget allocation • Draw up a budget • Assessment of results • Conducting an evaluation Study unit 4 MARKEING PR AND RELATIONSHIP MARKETING Principles that contribute to relationship building are • Open communication • Reliability • Contact between parties • Trust, honesty and ethical behaviour The keys to successfulrelationships • Trust and commitment • Interpersonal communication, marketing and social psychology • Intra-organisational collaboration and internal marketing • Shared values • Developing existing relationships • Good communication and interaction Public Relations, Marketing and the di ) media ( STUDY UNIT 5) • Controlled media • Uncontrolled media • Internal media • Mass communication media • Private created media • Oramedia Internal communication media • On-line On communication • Print communication media • Audiovisual communication media • Interpersonal communication media Mass communication media • The press • Broadcast media • Public and trade exhibitions STUDY UNIT 6 INTERNAL BRANDING Internal branding and the model of brand management Model of brand management • Brand vision and culture • Brand positioning • Brand personality • Brand relationships • Brand presentation • Brand reputation STUDY UNIT 7 THE INTERNET AND PUBLIC RELATIONS INTERNET-BASED PR INTERNET TOOLS • WEBSITE • E-MAIL • E-NEWS LETTER • AUTORESPONDER •FAQ • ON-LINE ARCHIVES • DISCUSSION FORUM • BULLETIN BOARDS • INTERNER RELAY CHAT INSTANT MESSAGING SERVICES • CELLULLAR SHORT MESSAGES SERVICES ONLINE-PUBLICS • CONSUMERS • BUSINESS PARTNERS • THE MEDIA • GOVERNMENT • EDUCATIONAL INSTITUTIONS • NONGOVERNMENTAL ORGANISATIONS • EMPLOYEES • INVERSTORS •FINANCIAL INSTITUTIONS PROMOTIONAL TOOLS • Signature files • Blurbs • Reports • Press releases • Announcements • Newsletters • Links and buttons • Banners • FAQs • Autoresponders • Articles • Archive support STUDY UNIT 8 PUBLIC RELATION RESEARCH Public Relations Research • Identify and formulate the problem • Determine the research objectives • Develop the research design • Conduct secondary research • Select a primary research method • Determine the research frame • Gather the data • Process the data • Report the research findings STUDY UNIT 9 • ETHICS,RELATIONS AND SOCIETY (READ) EXAM • Section A • 2 x 10 =20 S ti • Section B – Case study – 3 x 25 mark questions (student can do any 2) – 50 +20=70 (100) This section applies to the following module only: MNX202J During the discussion classes, certain issues relating to the following topics were discussed: •đ đThe key concepts in Integrated Marketing Communication (IMC) •đ đThe performance dimension of Public Relations: campaign planning and management •đ đPublic relations, marketing and the media •đ đInternal branding •đ đPublic relations research Marketing Management The nature of marketing Marketing is the process of planning and executing the conception, pricing, marketing communication and distribution of ideas, products, and services to create exchanges that satisfy individual and organisational goals. Marketing is about satisfying needs The concept of exchange People give up something to receive something they would rather have Conditions that must be met for exchange to take place: • At least two parties • Each party must have something of value to the other • Parties must be able to communicate and deliver • Parties must be free to accept or reject the offer • Each party must want to deal with the other The marketing “gaps” Gaps that exist between production and consumption that are bridged by marketing: • Space gap • Time gap • Information gap • Ownership gap • Value Important concepts • Needs and wants and demands • Products • Value • Satisfaction • Market • Intermediaries Orientation towards markets Production orientation • What can we do best? Sales orientation • Sell - no matter what Marketing orientation • Satisfy the consumer profitably by working together Societal orientation • Do what we do without harming society The marketing concept - NB Satisfy the needs of the consumer and society as a whole, profitably, while working together as an organisation Relationship marketing 1. A broader view of the market (long term) 2. Expansion of the marketing offering (6p’s) 3 bigger market Marketing research Process of designing, gathering, analysing and reporting information that may be used to solve a specific marketing issue Questions to answer: • Who is the market? • How do we segment the market? • What are the wants and needs of the market? • How do we measure the market? • Who are our competitors? • Which model of the product will best suit the market? • What is the best price? • How will we communicate with the customers? The marketing information system A system for generating and managing a flow of information for marketing decision making. Components: • Internal reporting sub-system • Marketing intelligence sub-system • Statistical sub-system • Marketing research sub-system Sampling methods Probability sampling: • Simple random sampling • Stratified random sampling • Cluster sampling Non-probability sampling • Convenience sampling • Judgment sampling Market potential vs Sales potential Market potential: The maximum possible sales of a specific product in a specific market over a specific period of time for all sellers in the industry. Sales potential: The upper limit of sales that a firm could possibly reach for a specific product in a specific market over a specific time period. Market potential and sales forecasting Levels of market measurement: • Consumer level • Product level • Geographic level • Time level Relevant markets for measurement: • Total market • Available market • Target market • Penetrated market Methods for estimating market and sales potential: • Breakdown methods • Build up methods Market potential and sales forecasting Market forecast: An estimate of the expected sales of a specific product in a specific market over a specific time for all sellers in the industry Sales forecast: An estimate of the number of units a firm expects to sell of a specific product in a specific market over a specific time Forecasting methods •Sales force surveys •Expert surveys •Time series analysis Consumer behaviour Types of purchase decisions: • Complex purchase decisions • Dissonance reducing behaviour • Habitual purchasing behaviour • Variety-seeking purchase behaviour • Routine decision making • Impulsive decision making Market segmentation, targeting and positioning Market segmentation: The process of dividing a heterogeneous market in to homogeneous segments. Market targeting: The process of deciding which segment to pursue. Product positioning: The way customers perceive products relative to the competition Segmentation Why segment? Why not segment? Prerequisites for market segmentation also known as criteria for a segment to be effective: • Measurable • Large enough • Accessible • Actionable • Differentiable Bases for segmentation •Geographic Demographic •Psychographic •Behavioural Market targeting • Concentrated targeting (one segment) • Differentiated targeting (a few segments) • Undifferentiated targeting (all segments) Positioning methods • Attribute positioning • Benefit positioning • Use/application positioning • User positioning • Competitor positioning • Product category positioning • Quality/price positioning This section applies only to the following module: MNM202Y During the discussion classes, certain issues relating to the following topics were discussed: •đ đThe basic understanding of marketing, especially relationship marketing and the marketing process •đ đAll three elements of the marketing environment •đ đThe marketing research process, especially the distinction between primary and secondary research and the 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