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Plekhanov Russian Academy of Economics
Konourin Valentin
AND
OR
April 11, 2005
AND
SCANDAL AS A TOOL OF
MARKETING COMMUNICATIONS
Speaker: Konourin Valentin
Magistracy, 1st year
Perspectives of economic development in Russia
Section:
Marketing
18-th International Plekhanov Conference
Konourin Valentin
Plekhanov Russian Academy of Economics
April 11, 2005
 Scandal! Is it good or bad for business?
 How can we use scandal?
 How can we profit from the scandal?
 The answers on these question you will
have by the end of the presentation.
Perspectives of economic development in Russia
Section:
Marketing
18-th International Plekhanov Conference
Konourin Valentin
Plekhanov Russian Academy of Economics
April 11, 2005
Nowadays scandal is considered to be a significant tool of
marketing communications!
3
 Scandal - a case or incident which has received wide publicity and is dishonoring its
participants (definition from the explanatory dictionary);
 Scandal cannot be used as often as general advertising tools;
 Scandal is acceptable if it is necessary to raise the level of brand recognition, enhance
reputation or attract attention to the company;
 At present this tool of marketing communications is an alternative for PR and
monotonous, frequently ineffective advertising.
Konourin Valentin
Plekhanov Russian Academy of Economics
April 11, 2005
According to the circumstances there are three types of scandals
and three ways of profiting from the scandal situation:
4
1.
A company is in the centre of scandal against it's own will as an object of
condemnation;
2.
A company initiates the scandal itself;
3.
Company benefits from the scandal in which does not participate directly.
Konourin Valentin
Plekhanov Russian Academy of Economics
April 11, 2005
A company is in the centre of scandal against it's own will as an
object of condemnation:
5
In such situation, it is necessary to stick to the strategy and basic principles
of anti-crisis communications:













apologetic position
reliability and unambiguity
openness
formation of the agenda
significance (urgency)
legal restrictions
legal consequences
coordination of information releases
public opinion
efficient information
considaration of cross-cultural differences
official representation on behalf of one person
emergency reaction team
Konourin Valentin
Plekhanov Russian Academy of Economics
April 11, 2005
A company initiates the scandal itself:
6

Stages of planning and implementing a scandal:

Working out the subject of a scandal;

Planning each of the scandal stages;

Stage 1 – giving publicity to the scandalous information;

Stage 2 – accomplishing retaliatory action, realization of anti-crises plan;

Stage 3 – completing the crises and implementing post-crises program of marketing
communications in order to maintain and develop the level of public awareness about the
company.
Designed scandal allows to test anti-crisis plan in practice, to control and to improve staff
professionalism, to strengthen competitive position, to raise the level of customer loyalty.
Konourin Valentin
Plekhanov Russian Academy of Economics
April 11, 2005
Company benefits from the scandal in which does not participate
directly:
7
Hit up on someone else’s scandal – very difficult!
Plan your participation in details!
Use the intense interest to the subject of the scandal!
Konourin Valentin
Plekhanov Russian Academy of Economics
April 11, 2005
Conclusion
8

Scandalous and extraordinary promotion techniques are very effective
and promising!

It is necessary to monitor interested party, existent and potential clients
regularly. It will help to plan the scandal properly!
Scandal can bring business to depression, on the other hand it can lead to
rapid growth and publicity. If marketers and PR specialists will understand all
power of this instrument then “scandal” will help business in communication
process. All depends on the way people use it and on degree of caution with
which we operate.
Konourin Valentin
Plekhanov Russian Academy of Economics
April 11, 2005
Thank you for your attention!
Perspectives of economic development in Russia
Section:
Marketing
18-th International Plekhanov Conference
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