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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.
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McGraw-Hill authors represent the leading experts in their fields and are dedicated to improving the lives, careers, and interests of readers worldwide
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.
- EditoreMcGraw-Hill Education
- Data di pubblicazione1999
- ISBN 10 0844234125
- ISBN 13 9780844234120
- RilegaturaCopertina flessibile
- Numero di pagine314
- Valutazione libreria
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Value-Added Public Relations: The Secret Weapon of Integrated Marketing Harris,Thomas
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Descrizione libro Paperback. Condizione: New. In shrink wrap. Codice articolo 20-12374
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