Marketing communication

Содержание

• Ильина о.К., Тычинский а.А.
• Предисловие
• Методическая записка
• Content
• Marketing communication
• The role of public relations in the marketing mix
• Public relations planning in the marketing mix
• Marketing integration
• Campaign development
• Diagnosing the solution
• Product launches
• Improving brand equity
• Public Relations in the future marketing mix
• Step-by step planning process
• Exercises
• I. Discuss the following questions.
• II. Say what the following refer to in the text of the article under the headlines:
• Marketing integration
• III. Match the following definitions with the word-combinations below.
• IV. Complete the words.
• Internal communication
• Why communicate?
• What do people want to know?
• Some communication techniques
• Communication and leadership: the bp Oil experience
• Background
• Preparing the ground
• Creating the right attitude
• 1 The right attitude (see Figure 2.2)
• Attitude Technique Talent
• 2 The communication road map
• 3 The good communicator
• 4 The head office communication forum
• The virtuous circle
• Link with human resources
• Where is bp Oil now?
• Exercises
• II. Say what the following refer to in the text of the article under the headlines:
• IX. Translate the following text from Russian into English.
• (Виктория Чупровская. Внутренний pr способен решить коммуникативные проблемы в компании. Www.Prlink.Ru)
• Сommunity relations
• Background
• What is community relations?
• Why bother?
• Methods used in a community relations programme
• One piece in the jigsaw
• Research
• Strategic objectives
• Project selection criteria
• A sponsorship example
• Donations policy
• How can the project be developed?
• Measurement and evaluation criteria
• Business benefits of the programme
• Employee participation in the community involvement programme
• Why bother involving your employees?
• How do you know that the programme is a success?
• Internationalising the programme
• Future developments
• Conclusion
• Exercises
• I. Discuss the following questions.
• II. Say what the following refer to in the text of the article under the headlines:
• IV. Complete the words.
• V. Translate the following word-combinations from Russian into English consulting the article.
• Financial public relations
• How do you define financial public relations?
• The basic task
• Corporate public relations
• What contribution does financial public relations make to the success of a company?
• What are the rules that govern financial public relations?
• Why has this business become such a major industry?
• Investor relations – Is it public?
• Coordination and consistency
• A time to speak and time to remain silent
• How does it fit in with other areas of public relations?
• In-house or consultancy?
• Vickers plc – a very brief case study
• Conclusion
• A checklist
• Exercises
• Corporate public relations
• Vickers plc – a very brief case study
• VIII. Translate the following text from English into Russian.
• IX. Translate the following text from Russian into English.
• X. Summarize the article “Financial Public Relations”.
• XI. Solve the following pr problem.
• Local government and government relations
• Why central and local government matter
• Effective public affairs
• Defining public affairs
• Central and local government
• Government
• Members
• Local government
• Gaining access
• Case studies
• Bail Bandits – a campaign to change the law
• The execution
• Trident – battle of the dockyards
• Key points
• Exercises
• Business to business public relations by Nigel Lawrence
• The customer rules
• How do you know it works?
• The trade press
• Getting it right
• Being prepared
• Getting the good news across
• Joining forces
• Conclusion
• Exercises
• II. Say what the following refer to in the text of the article under the headlines:
• Public relations for non-commercial organizations
• The mission
• Not-for-profit pr
• The public presence
• Partnership – the sum is greater …
• Provision of services
• Involvement of interested parties
• Case studies – the human face
• Aims, objectives and realization
• Checklist for a successful campaign
• Exercises
• II. Say what the following refer to in the text of the article under the headlines:
• Involvement of interested parties
• III. Match the following definitions with the word-combinations below.
• VI. Translate the following sentences from Russian into English using active vocabulary.
• VII. Translate the following text from English into Russian.
• Sponsorship
• Definition of sponsorship
• What makes a successful sponsorship?
• Do’s and don’ts of sponsorship
• The sponsorship package
• Sponsorship package checklist
• The public relations agency agenda
• Exercises
• II. Say what the following refer to in the text of the article under the headlines:
• The sponsorship package
• III. Match the following definitions with the word-combinations below.
• IV. Complete the words.
• V. Translate the following word-combinations from Russian into English consulting the article.
• Environmental public relations
• Be aware of public concerns
• Chemicals industry – in the limelight
• The Rhône-Poulenc initiative
• Changing public perceptions
• Putting the case for recycling
• Looking to the future
• Exercises
• II. Say what the following refer to in the text of the article under the headlines:
• III. Match the following definitions with the word-combinations below.
• IV. Complete the words.
• (Dorothy Seed. Global warming changes attitudes to nuclear power / Behind The SpinPublic Relations. Http://publicsphere.Typepad.Com/behindthespin/2006/11)
• Glossary a