Mata kuliah
Tahun
: 00332 - PUBLIC REALTIONS ADVERTISING
: 2010
EDUCATIONS
Pertemuan 9
By: Dr. Drs. Dominikus Tulasi, MM.
Learning Objectives
• At the end of this meeting, students expected
to conclude the comprehension, definition, and
concept of Public Relations, related to
advertising tools, in achieving and consumers
or market targeting.
• The students are expected to originate their
analysis based on Marketing Mix as a
traditional fame of mind and the promotional
mix as its derivation.
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CORPORATE ADVERTISING
Corporate advertising, actually an extension of the
public relations function. Corporate advertising does
not promote any one specific product or service. Why
is corporate advertising controversial?
1) Consumers are not interested in this form of
advertising.
2) It’s a costly form of self-indulgence.
3) The firm must be in trouble.
4) Corporate advertising is a waste of money.
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OBJECTIVES OF CORPORATE
ADVERTISING
Corporate advertising is designed with two goals in
mind: (1) creating a positive image for the firm, (2)
communicating the organization’s views on business,
and social issues including:
1) Boosting employees morale and smoothing labor
relations.
2) Helping newly deregulated industries ease consumer
uncertainty and answer investor questions.
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3. Helping diversified companies establish an identity
for the parent firm rather than relying solely on
brand names.
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ADVANTAGES OF CORPORATE
ADVERTISING:
1) It is an excellent vehicle for positioning the firm—
firms, like products, need to establish an image.
2) It takes advantage of the benefits derived from public
relations—As the PR efforts of firms have increased,
the attention paid to this event.
3) It reaches a select target market—corporate image
advertising should not be targeted to the general
public.
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DISADVANTAGES OF CORPORATE
ADVERTISING
1) Questionable effectiveness. The
evidence to support the belief
advertising works.
is no strong
that corporate
2) Constitutionality and/or ethics. Some critics contend
that since larger firms have more money, they can
control public opinion unfairly. This point was resolved
in the courts in favor of the advertisers. Nevertheless,
many consumers still see such advertising as unfair
and immediately take a negative view of the sponsor.
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MEASURING THE EFFECTIVENESS OF
CORPORATE ADVERTISING
1) Attitude survey. One way to determine the
effectiveness of corporate advertising is conducting
attitude survey to gain insights into both the public’s
and investors’ reactions to ads.
2) Studies relating corporate advertising and stock
prices.
3) Focus group research. Focus group have used to
find out what investors want to see in ads and how
they react after the ads are developed.
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THE SCOPE OF PERSONAL SELLING
Personal selling involves selling through a person-toperson communications process. The emphasis placed
on personal selling varies from firm to firm depending
on a variety of factors, including the nature of the
product or service being marketed.
Personal selling often plays the dominant role in
industrial firms, while in other firms, such as makers of
low-priced consumer nondurable goods, its role is
minimized.
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COMBINING PERSONAL SELLING AND
PUBLIC RELATIONS (PR)
The salesperson may also be used directly in a Public
Relations (PR) role. Many firms encourage sales reps
to participate in community activities. Sometimes sales
reps, in conjunction with the company, sacrifice time
from their daily duties to help people in need.
The personal selling agent is often the firm’s best
source of public relations. In their day-to-day duties,
sales people represent the firm.
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