Value-Added Public Relations: The Secret Weapon of Integrated Marketing

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9780844234120: Value-Added Public Relations: The Secret Weapon of Integrated Marketing

From Wonderbra to McDonalds, from Harley-Davidson to Viagra, today's world-leading companies and brands are using public relations to add power and persuasion to all of their marketing messages. Information, rather than salesmanship, builds credibility with sophisticated and skeptical consumers, and public relations, long viewed as the most trustworthy source of information about products and services and the companies that provide them, can effectively reach targets where other marketing communication tools fall short.

In Value-Added Public Relations, Thomas L. Harris, the industry-leading expert in marketing public relations (MPR), examines how and why public relations plays a critical role in integrated marketing and explains the many ways PR can add value to an integrated marketing communications (IMC) program. Harris analyzes the relationship between product- and corporate-brand building and, through dozens of case histories and examples, shows how some of the nation's most successful marketers have used PR techniques to enhance all of their marketing messages. Among the book's features is a comprehensive guide to writing an IMC plan including writing a situation analysis, setting objectives, developing a strategy, devising tactics, and then measuring results. Detailed descriptions of more than 50 effective PR tactics involving all media, including new technologies, are also included.

Le informazioni nella sezione "Riassunto" possono far riferimento a edizioni diverse di questo titolo.

L'autore:

Thomas L. Harris is a management consultant specializing in marketing and public relations. He is an adjunct professor at Northwestern University's Medill School of Journalism and is past president of Golin/Harris Communication.

Contenuti:

Part I: How Public Relations Adds Value to Integrated Marketing

Chapter 1. The Secret Weapon of Integrated Marketing

Chapter 2. Public Relations: The Credibility Quotient

Chapter 3. Marketing and Corporate Brand Building

Chapter 4. Positioning Your Brand

Chapter 5. Creating Marketplace Excitement

Chapter 6. Introducing New Products Before the Advertising Breaks

Chapter 7. Introducing High-Tech and Health-Care Products

Chapter 8. Introducing New Products When There Is No Advertising

Chapter 9. Revitalizing Old Products

Chapter 10. Maintaining Market Leadership

Chapter 11. Making Advertising News When There is No Product News

Chapter 12. Making Promotion News When There Is No Product News

Chapter 13. Making Packaging News When There Is No Product News

Chapter 14. Using Databases to Communicate with Target Customers

Chapter 15. Building Person-to-Person Relationships with Customers

Chapter 16. Involving People with Products

Chapter 17. Cultivating a Core Consumer Base

Chapter 18. Providing a Value-Added Customer Service

Chapter 19. Bringing a Brand to Life

Chapter 20. Leveraging Event Sponsorships

Chapter 21. Target Marketing Public Relations

Chapter 22. Targeting Secondary Markets

Chapter 23. Influencing the Influentials

Chapter 24. Identifying Brands with Causes That People Care About

Chapter 25. Allaying Consumer Fears to Gain Market Acceptance

Chapter 26. Defending Products at Risk and Giving People Permission to Buy

Part II: How to Write an Integrated Marketing Public Relations Plan

Chapter 27. Step One: Reviewing the Situation

Chapter 28. Step Two: Setting MPR Objectives

Chapter 29. Step Three: Developing MPR Strategy

Chapter 30. Step Four: Marketing Public Relations Tactics

Chapter 31. Step Five: Measuring and Evaluating MPR Programs

Le informazioni nella sezione "Su questo libro" possono far riferimento a edizioni diverse di questo titolo.

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Harris,Thomas
Editore: McGraw-Hill
ISBN 10: 0844234125 ISBN 13: 9780844234120
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Thomas Harris
Editore: McGraw-Hill (1999)
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Descrizione libro McGraw-Hill, 1999. Paperback. Condizione libro: New. 1. Codice libro della libreria DADAX0844234125

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Harris,Thomas
Editore: McGraw-Hill (1999)
ISBN 10: 0844234125 ISBN 13: 9780844234120
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Descrizione libro McGraw-Hill, 1999. Paperback. Condizione libro: New. book. Codice libro della libreria 0844234125

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