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1、 2010 South-Western,a part of Cengage LearningAll rights reserved.,Marketing-Oriented Public Relations and Word-of-Mouth Management,CHAPTER 18,INTEGRATED MARKETING COMMUNICATIONS IN ADVERTISING AND PROMOTION,Appreciate the nature and role of marketing public relations(MPR).Discern the differences be
2、tween proactive and reactive MPR.Comprehend the types of commercial rumors and how to control them.Appreciate the importance of word-of-mouth(WOM)influence.Understand the role of marketing public relations in creating favorable WOM and building brand buzz.,Chapter ObjectivesAfter reading this chapte
3、r you should be able to:,2010 South-Western,a part of Cengage Learning.All rights reserved.,182,2010 South-Western,a part of Cengage Learning.All rights reserved.,183,Public Relations and Integrated Marcom,General Public Relations(PR)Is an organizational activity involved with fostering goodwill bet
4、ween a firm and all of its various publicsEmployees,suppliers,stockholders,governments,the public,labor groups,citizen action groups,and consumersMarketing Public Relations(MPR)Involves an organizations interactions with actual or prospective customersPerforms an increasingly important marcom functi
5、on for both B2C and B2B firmsAre more credible and less expensive in comparison with advertisements,2010 South-Western,a part of Cengage Learning.All rights reserved.,184,MPR versus Advertising,PR(or MPR)in Integrated MarcomHas been the subject of much debateHas traditionally been specialized and li
6、mitedHas credibility that can be used to introduce new products using little advertisingWorks best for capturing the attention of the media when introducing new and innovative productsDrawbacks to MPRNot all products can rely on publicityFree publicity lasts only as long as the product is newsworthy
7、,2010 South-Western,a part of Cengage Learning.All rights reserved.,185,Marketing-Oriented Public Relations(MPR),Proactive MPRIs a tool for communicating a brands meritsIs used in conjunction with other marcom tools such as advertising and sales promotionsIs dictated by a firms marketing objectivesI
8、s offensively oriented and opportunity seekingReactive MPRIs the conduct of public relations in response to outside influences Provides a quick response to repair firms reputation,prevent market erosion,and regain lost sales,2010 South-Western,a part of Cengage Learning.All rights reserved.,186,Form
9、s of Proactive MPR,2010 South-Western,a part of Cengage Learning.All rights reserved.,187,Reactive MPR and Crisis Management,Reactive MPRAddresses factors in a products defects and failuresProvides responses to unanticipated market eventsCrisis ManagementProvides quick and positive responses to nega
10、tive publicity to reassure consumers and lessen the damage following negative publicity,2010 South-Western,a part of Cengage Learning.All rights reserved.,188,The Special Case of Rumors and Urban Legends,2010 South-Western,a part of Cengage Learning.All rights reserved.,189,What Is the Best Way to H
11、andle a Rumor?,Antirumor Campaign Activities:Deciding on the specific points in the rumor that need to be refutedEmphasizing that the conspiracy or contamination rumor is untrue and unfairPicking appropriate media and vehicles for delivering the antirumor messageSelecting a credible spokesperson,201
12、0 South-Western,a part of Cengage Learning.All rights reserved.,1810,Word-of-Mouth Influence,Word-of-Mouth(WOM)Is both complex and difficult for brand managers to attempt to controlFactors Affecting WOMs InfluenceTie strength of interpersonal relationships of persons in B2C and/or B2B social network
13、sHow well marketing communicators use advertising and“buzz”efforts to stimulate positive WOMThe amount of prestige accorded by others to opinion leaders and markets mavens who act as informers,persuaders,and confirmers,2010 South-Western,a part of Cengage Learning.All rights reserved.,1811,Preventin
14、g Negative WOM,ManufacturersProviding detailed warranty and complaint-procedure information on labels or in package insertsRetailersEmployees with positive attitudesStore signs and inserts in monthly billingsOffer toll-free numbers and e-mail addresses,2010 South-Western,a part of Cengage Learning.A
15、ll rights reserved.,1812,Creating Buzz,Buzz CreationIs the systematic and organized effort to encourage people to talk favorably about a particular brandeither over the fence or over the Internetand to recommend its usage to others who are part of their social networkProactive EffortsGuerrilla marketingViral marketingDiffusion marketingStreet marketing,2010 South-Western,a part of Cengage Learning.All rights reserved.,1813,Generating Buzz Is Akin to Creating an Epidemic,2010 South-Western,a part of Cengage Learning.All rights reserved.,1814,Igniting Explosive Self-Generating Demand,
