Dcm Traning Report
effectineness of pr
THE ROLE AND EFFECTIVENESS OF PUBLIC RELATIONS IN AN INTEGRATED MARKETING COMMUNICATIONS PROGRAM by SHIRLEY V. JOHNSON
Thesis Advisor
Patricia P. Kuchon, Ph.D.
Submitted in partial fulfillment of the requirements for the Master of Arts in Corporate & Public Communications Seton Hall University
2005
ACKNOWLEDGEMENTS
First, I would like to give praise to God for blessing me. With His guidance in my life, I was able to stumble upon a wonderful school and program and meet some extraordinary people and professors.
I would like to thank my husband who constantly kept pushing me to complete this thesis. At first his constant badgering irritated me, but with his support and "gentle" pushing, I would not have completed my thesis in a timely manner. Thank you, honey. I am finally done!
Next, I would like to thank my mother, who raised eight children and always impressed upon us that the key to accomplishing your dream is to get an education. Thanks mom for always being my biggest fan and providing your undying support.
Finally, I would like to thank Dr. Kuchon for her help. When I contacted her in September of 2005 to let her know that I was ready to complete my thesis, she did not ask, "Are you crazy?" Instead she said, "It is going to be difficult but you can do it." Thank you Dr. Kuchon. You are the best!
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TABLE OF CONTENTS
CHAPTERS PAGE
I. Introduction 4 Nature of Thesis 4-5 Reason for Topic 5-6 Research Questions 6 Subsidiary Questions 7 Definition of Terms 7-9
II. Literature Review 10-11 Why Integrated Marketing Communications 11-13 Information Processing and Integrated Marketing 13
Communications
Information Control 14 Information Processing 15 Information Overload 15-16 Relationship Marketing 16 The Integrated Marketing 17-19
Communications Planning Model PR: The need for credibility 20-22 Public Relations Provides the Glue 23-24 Measuring the effectiveness of
THE ROLE AND EFFECTIVENESS OF PUBLIC RELATIONS IN AN INTEGRATED MARKETING COMMUNICATIONS PROGRAM by SHIRLEY V. JOHNSON
Thesis Advisor
Patricia P. Kuchon, Ph.D.
Submitted in partial fulfillment of the requirements for the Master of Arts in Corporate & Public Communications Seton Hall University
2005
ACKNOWLEDGEMENTS
First, I would like to give praise to God for blessing me. With His guidance in my life, I was able to stumble upon a wonderful school and program and meet some extraordinary people and professors.
I would like to thank my husband who constantly kept pushing me to complete this thesis. At first his constant badgering irritated me, but with his support and "gentle" pushing, I would not have completed my thesis in a timely manner. Thank you, honey. I am finally done!
Next, I would like to thank my mother, who raised eight children and always impressed upon us that the key to accomplishing your dream is to get an education. Thanks mom for always being my biggest fan and providing your undying support.
Finally, I would like to thank Dr. Kuchon for her help. When I contacted her in September of 2005 to let her know that I was ready to complete my thesis, she did not ask, "Are you crazy?" Instead she said, "It is going to be difficult but you can do it." Thank you Dr. Kuchon. You are the best!
2
TABLE OF CONTENTS
CHAPTERS PAGE
I. Introduction 4 Nature of Thesis 4-5 Reason for Topic 5-6 Research Questions 6 Subsidiary Questions 7 Definition of Terms 7-9
II. Literature Review 10-11 Why Integrated Marketing Communications 11-13 Information Processing and Integrated Marketing 13
Communications
Information Control 14 Information Processing 15 Information Overload 15-16 Relationship Marketing 16 The Integrated Marketing 17-19
Communications Planning Model PR: The need for credibility 20-22 Public Relations Provides the Glue 23-24 Measuring the effectiveness of
Bibliography: In his book, Harris (1995) looks at how and why public relations plays a critical role in integrated marketing communications and explains the many ways PR can add value to an integrated marketing communications program.