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Belch: Advertising and
Promotion, Sixth Edition
element of communication definitely
has its place in the promotional
mix. But to be effective, it
must be used with each of the other
elements, with specific communications
objectives in mind.
Finally, we noted that measures
of evaluation and control are
Key Terms
public relations, 564
marketing public
relations (MPR), 566
internal audiences, 569
external audiences, 569
press release, 573
594
V. Developing the
Integrated Marketing
Communications Program
17. Public Relations,
Publicity, and Corporate
Advertising
required for each of these program
elements, just as they are for all
others in the promotional mix. We
presented some methods for taking
such measurements and some
evidence showing why it is important
to use them. As long as the
elements of public relations, pub-
press conference, 574
exclusive, 574
team approach, 579
internal audits, 579
external audits, 579
Discussion Questions
1. The lead-in to the chapter
discusses a new book that argues
that public relations should
replace advertising as the primary
means of introducing new
products. Explain arguments in
favor and opposed to this position.
What do you conclude?
2. A number of companies have
experienced public relations problems
resulting from product
recalls, product failures, etc.
Describe some of the steps companies
can take to minimize the
impact of this negative publicity.
3. Describe some of the criteria
used by companies to measure
effectiveness of the public
relations program. Provide
examples.
publicity, 579
video news release (VNR),
581
corporate advertising, 583
image advertising, 585
4. Explain why public relations and
publicity may have more impact on
the consumer than other IMC program
elements (for example, advertising,
direct marketing, etc.).
Provide case examples.
5. The text describes various forms
of corporate advertising. Find
examples of each type and discuss
whether the company has
effectively employed this form.
6. Discuss the advantages that the
Internet offers for those responsible
for conducting public relations
activities. Describe how these
activities are different than traditional
methods.
7. Discuss some of the advantages
associated with the use of
© The McGraw−Hill
Companies, 2003
licity, and corporate advertising
are considered integral
components of the overall communications
strategy, they must
respect the same rules as the
other promotional mix elements to
ensure success.
event sponsorships, 588
advocacy advertising, 590
cause-related marketing,
590
MPRs. What are some of the
disadvantages?
8. Explain why traditional public
relations practitioners might be
unhappy with the organization’s
use of MPRs. Take a position as to
whether this criticism is justified.
9. List and describe the advantages
and disadvantages of the
use of public relations in an IMC
program. Provide an example of an
appropriate use of public relations
in this mix.
10. What is a video news release
(VNR)? Provide an example of a situation
in which a company might
employ the use of a VNR. Discuss
some of the ethical implications (if
any) in using this tool.