Public Relation Activities
In the chart above we have a budget of ? 500,000 which we are using for the introduction of Zico into the UK market. The X’s in the chart show where we are spending on media vehicles that are conveying the message for our product. For instance for Outdoor advertising such as posters and billboards there are times in the month which we will lay emphasis on. That is why the total expenditure for outdoor campaign = 4X, which means that ? 40000 is being spent here. PublicRelationActivities
Public relations are the planned and sustained effort to establish and maintain goodwill and mutual understanding between an organisation and its publics. The purpose of professional public relations is to create understanding and goodwill, and to develop favourable attitudes and an understanding of the organisation, its products and services – promote, protect and project. It is not like advertising where the main aim is to create awareness and attract consumers.
Public relation is more educational than persuasive. PR activities include corporate communications, crisis management, employee and financial relations. Public Relation tools and activities include the following Press/news release, press/news kit, press conference, entertainment, media tour, media centre, Video, DVD, CD-ROMs, internet and email. Activities such as entertainment, media tour, video, internet, social media, media centre, and newsletters would be used to promote Zico coconut water.
Here the public relation will cover parts which advertising cannot thereby working hand in hand. Evaluation A successful advertising campaign must meet up with certain criteria’s such as likeability, not irritating, have a central message that is stored in our memories, encourage us to register the brand positively, succeed in gaining and retaining our attention. Advertising campaigns can be evaluated either through “pre-testing” or campaign evaluation (post-testing).
Pre-testing is also known as copy testing, and is a specialized field of marketing research that determines an ad’s effectiveness based on consumer responses, feedback, and behaviour. The most common methods used to pre-test advertisements are concept testing, focus groups, consumer juries, dummy vehicles, readability, theatre and physiological tests. The practical objective of pre-testing unfinished and finished creative work is that it is more effective for an advertiser to terminate an advertisement before costs become so large and commitment too final.
On the other hand post-testing or campaign evaluation provides either periodic or continuous in-market research monitoring a brand’s performance, including brand awareness, brand preference, product usage and attitudes. Some post-testing approaches simply track changes over time, while others use various methods to quantify the specific changes produced by advertising—either the campaign as a whole or by the different media utilized.
Overall, advertisers use post-testing to plan future advertising campaigns, so the approaches that provide the most detailed information on the accomplishments of the campaign are most valued. Under post testing the main element to evaluate are awareness, liking, interest, enjoyment and action. Evaluation takes place to assess how well (or not) the objectives have been achieved Already our product is owned by Coca-Cola therefore we already enjoy a product place. Distribution of our products will be successful.