The attempt to build and/or maintain a good “corporate image” is referred to as
Public Relations
The elements of the promotion mix differ in what they promote and to whom, and the description here is about the standing of the company as a whole rather than the sale of any product.
Building and maintaining a good corporate image is public relations. Public relations works on the relationship between the organisation and its various publics - customers, employees, shareholders, government, the media and the community - using press releases, corporate communication, event sponsorship, community programmes and publicity. Its objective is goodwill, credibility and a favourable reputation over the long term, not an immediate transaction.
Advertising is paid, non-personal presentation of a product or service by an identified sponsor, and although institutional advertising can support corporate image, advertising as a category is aimed primarily at promoting offerings. Personal selling is direct interaction between a salesperson and a prospective buyer aimed at making a sale, which is narrower still. Sales promotion consists of short-term incentives such as discounts, samples and contests designed to trigger immediate purchase, which is the furthest from image-building.
Hence the attempt to build and maintain a good corporate image is public relations.
Similar Questions
The major advantage of the direct mail marketing is :
On which one of the following, the corporate advertising concentrates ?
For the following two statements indicate the correct code :
Statement - I : Advertising is any paid form of personal presentation and promotion of ideas, goods, or services by an identified sponsor.
Statement - II : Sales promotion consists of most long-term incentive tools, designed to stimulate greater purchase of particular products or services by consumers or the trade.
Code :
Match the items of List - I with the items of List - II and select the correct code of matching :
List - I (Advertising Agencies) List - II (Clients) (a) Ogilvy and Mather Ltd (i) HDFC (b) JWT Hindustan Thompson Associates (ii) Coca-Cola (c) Mudra Communications (iii) Vodafone (d) McCann- Erikson India Ltd (iv) Nestle Code :
The major advantage of the direct mail marketing is:
Statement-I: In developing advertising programme marketing managers must always start by identifying the target market and buyer motives.
Statement-II: A company may run multiple ad campaigns at the same time, each emphasizing different aspects of its brand and service.
Which of the following is not a deciding factor for the Advertising Budget out of the given options?
Indicate the correct code matching the items in List - I with those in List - II as follows:
List - I List - II a. Competitive parity in advertising i. Variations in advertising b. Promotional elasticity of product ii. Advertising scheduling c. Optimal promotion mix iii. Advertising expenditure d. Pulsing advertising iv. Marginal equivalence of advertising media outlay Use of mail, telephone and other non-personal contact tools to communicate with, or solicit a response from, specific customers and prospects is called:
According to the ‘two-step flow’ concept, messages should be targeted to
Important Questions from Promotion decisions
Which of the following will fall under the grievances relating to promotion category?
A. Supersession
B. Increments
C. Acting promotions
D. Seniority
E. Pay fixation
Choose the most appropriate answer from the options given below:
- ________ is a marketing term for any design to prompt an immediate response or encourage an immediate sale.
- Emotional appeal is one of the types of advertising appeals, based on three ideas, namely
A. Rational appeals generally go unnoticed
B. Consumers watch all ads
C. It can capture attention and foster an attachment
D. Consumers ignore most ads
E. Rational appeal generally gets noticed
Choose the correct answer from the options given below - Assertion (A): Movie stars and sporting heroes are popularly used as Brand ambassadors.
Reason (R) : Attractive communicators (sources) are more effective in persuading for change than unattractive ones.
Codes : Advertising method in which a commercial is broadcast simultaneously on several radio stations and/or television channels is known as
