Promovarea Imaginii Companiei Prin Campanii de Relatii Publice

8/9/2019 Promovarea Imaginii Companiei Prin Campanii de Relatii Publice

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ACADEMIA DE STUDII ECONOMICEFACULTATEA DE MARKETING

PROGRAM MASTER RELAII PUBLICE N MARKETING

LUCRARE DE DISERTAIE

Coordonator tiin i!i"#Conf. Univ. Dr. erbnic Daniel

A$%o&'(nt#

BUCURE)TI*++,


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ACADEMIA DE STUDII ECONOMICEFACULTATEA DE MARKETING

PROGRAM MASTER RELAII PUBLICE N MARKETING

PROMO-AREA IMAGINII COMPANIEI PRINCAMPANII DE RELAII PUBLICE

Coordonator tiin i!i"#Conf. Univ. Dr. erbnic Daniel

A$%o&'(nt#

BUCURE)TI*++,

2


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CUPRINS

INTRODUCERE.........................................................................................................................../

CAPITOLUL 0. CAMPANIA DE RELAII PUBLICE...........................................................1

1.1 DEFINIREA CAMPANIEI DE RELATII PUBLICE..........................................................................51.2 TIPURI DE CAMPANII DE RELAII PUBLICE.............................................................................71.3 CARACTERISTICILE CAMPANIILOR DE RELAII PUBLICE........................................................8

CAPITOLUL *. PLANUL CAMPANIEI DE RELAII PUBLICE........................................,

2.1 DEFINIREA PROBLEMEI..........................................................................................................92.2 A NALIZA SITUAIEI..............................................................................................................112.3 STABILIREA OBIECTIVELOR ..................................................................................................112.4 IDENTIFICAREA DIFERITELOR CATEGORII DE PUBLIC...........................................................132.5 STABILIREA STRATEGIILOR ..................................................................................................132.6 STABILIREA TACTICILOR ......................................................................................................172.7 FI AREA CALENDARULUI DE LUCRU...................................................................................2!

2.8 STABILIREA BUGETULUI......................................................................................................212.9. EVALUAREA CAMPANIEI DE RELAII PUBLICE....................................................................21

2.9.1 Proceduri de evaluare a campaniei de relaii publice.................................................21

2.9.2 Evaluarea eficienei campaniilor de relaii publice....................................................24

CAPITOLUL 2. ANALI3A CAMPANIEI )ANS4 LA -IA45 )ANS4 LA NOIAMINTIRI.................................................................................................................................*1

3.1 ASPECTE GENERALE DESPRE CAMPANIE..............................................................................253.2 EVALUAREA CAMPANIEI "#ANS$ LA VIA$%#ANS$ LA NOI AMINTIRI"...............................273.3 R EZULTATELE CAMPANIEI....................................................................................................31

CAPITOLUL /. CONCLU3II...................................................................................................21

BIBLIOGRAFIE........................................................................................................................./*

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Motto : Relaiile publice trebuie s dep !easc domeniul construirii ima"inilor de

corporaie !i de instituie# pentru a $ncepe s promove%e de%baterile !i educarea $n le" tura cu

problemele importante ale vremurilor noastre. 1

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CAPITOLUL 0. CAMPANIA DE RELAII PUBLICE

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1. Evaluarea planului de campanie *,' 0();,) '+- 0 : /&' 00() +'/) ' *,', (' '


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Evaluarea eficienei media (gradului de acoperire)

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rodusele participante la campanie

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i"ura *.1 Produsele participante la campanie

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32


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CAPITOLUL /. CONCLU3II

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i"ura nr. 4.1 7lo"anul !i lo"o,ul campaniei $n cadrul materialelor promoionale

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i"ura 4.2 Promovarea pe site

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i"ura nr 4.* Promovarea $n pres

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i"ura nr. 4.?. +pelul la aciune

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