. .
. , Ketchum . , Ketchum .
1999 . MSA ( Volkswagen Beetle), . . Depot , . MSA Safety Works, , .
15%, Ketchum . .
PR- .
1. .
Depot. Pittsburgh Post-Gazette 1998 ., Depot, MSA, . Depot MSA, (big box).
2. MSA Safety Works.
50%. MSA 1999 . 100 Depot. 50 . Depot MSA Safety Works, .
3. .
2500% . 1998 . MSA Safety Works Depot 200 . ., 1999 . 5 . 1999 . Depot MSA Safety Works .
4. .
31 . . Ketchum Depot, , , , , , , 31 . .
Eastman Kodak
|
|
Shandwick
1999 .
(George Fisher) Kodak! Business Week 20 1997 . , , . , - , , , , , .
Kodak ( 1993 .) (Dan Carp) , , , . 1997 . , Kodak . , , . . , , , . , . , Kodak.
. , . PR-.
1. . , 1997 . Kodak . . , . . CARMA International Kodak : , 63% 28% .
2. . , Kodak, , . , , , , , - . , . .
|
|
- .
1 . . , 20 . 101 . .
.
, , .
(Kodak's Communications & Public Affairs Department) . , , , , , , . . . (Kodak Investor Relations), a PR- Shandwick -. , 1997 ., 1998 . : , , , .
, (Rolling Thunder), . , , 1997 . Kodak 1998 . , PR. , .
: 1 . ., Kodak , .
. 1998 . 965 . . 10% , 10% , 80% PR- .
Kodak . 1997 . , . 1998 1999 . , .
1997 . , , , , .
- , . , 11 1997 . . , 18 1997 ., . 1998 . :
|
|
: - America Online (AOL) Intel ;
, ( Our Business in Pictures), , , ;
, ;
, , ;
, , ( - ) .
, , 1998 1999 . . .
. 10 . , . , .
. , Kodak .
. , 8 , 5 .
. , . 1997 . 60% , 1998 . 60% .
. , 75% . , .
. , 75% . .
Barron 24 : - Kodak . Forbes 7 . , . CNN Fortune (NewsStand) Kodak. US News & World Report , : ( ), ( ) 1998 . : Kodak . Business Week , 27 : - Kodak !
17. Ryobi
Ryobi
Imre & Associates, LLC
1999 .
1996 . Ryobi . , 1999 . (), . , , Ryobi .
|
|
. 70% , , , , 1999 . , , Ryobi , PR-, 1999 . .
27 1998 . , Ryobi . PR-, , Ryobi , , 1999 . , , , .
Ryobi , :
;
;
, , ;
;
- .
, , . Ryobi . , , , , , . , - , , .
, Ryobi, : , . Ryobi , , . .
, , Ryobi PR-, 150 . . .
27 1998 .
.
, PR- . PR- Imre & Associates, LLC , , McCutchen Doyle - . , . . , , /, , , .
|
|
, , , . . , . Ryobi ( ), . Ryobi: .
, , 1997 1998 . .
, .
.
.
, .
.
.
, Ryobi, .
. , , . , , 27 1998 ., PR--, . , Ryobi . , . Popular Science Wall Street Journal Sacramento Bee , Ryobi , .
1997 1998 . Ryobi, , - Ryobi: .
.
, , 27 1998 . Ryobi , , , , Ryobi, , .
, .
. . 5 1999 , . PR- Ryobi , .
18. Neptun
Maytag
Leo Burnett Public Relations
1998 .
, , . 1992 , . Maytag Neptune. Maytag 50 . ., . Maytag PR- Leo Burnett 1996 , 1997 1997 Leo Burnett Maytag .
; Maytag Leo Burnett -, , , Maytag Maytag ,
Leo Burnett , : , (Seattle Water Department), - (Electric Power Research Institute) (DOE), Maytag.
Leo Burnett , () .
Leo Burnett 12 , .
, , Maytag .
Leo Burnett , Maytag : 1) : , ? ? ? 2) : ? Maytag ? 3) : ?
, , .
Leo Burnett , , , .
. , , .
PR- Maytag , , PR-. PR- - . , Neptun 500 . .
PR
1. , Neptun Maytag.
2. Maytag .
3. , Neptun Maytag .
1. , , .
2. , .
3. .
.
, .
.
.
Neptun.
, .
: ( , , , , , , , , , , ), , , , , . Neptun .
: , 2000 , , , , -, , - , , -, , , , , , , , .
, .
(10 .), , , Neptun .
Maytag.
.
, .
Neptun - . .
.
/ Maytag .
The 4Cs Neptun: 1) : Neptun 40% 65% ; 2) : Neptun , 10 ( ) , , ; 3) : , ; 4) : , .
, -.
.
Neptun 200 , , . Maytag Ol'Lonely .
. .
, Neptun .
Neptun , .
: Neptun .
.
1: , Neptun Maytag.
, Maytag .
.
Maytag: , .
2: Maytag .
, Maytag. , , Wall Street Journal New York Times.
, , . , Today's Homeowner , Magazine 1998 . , 1998 . .
, ,
, Maytag Neptun , , Maytag (The 4C's)
3: , Neptun Maytag .
Maytag Ol'Lonely, , Maytag,
4,5: , , ; .
, 1997
Neptun , ( Maytag , ).
Maytag
- Maytag
6: Maytag.
18% 1997 37% 52- ,
Maytag, Neptun .
19. (Tiny Towns are Big Business)
Department 56, Inc
Carmichael Lynch Spong
1997 .
Department 56 (D56) 5000 ,
20 D56 , 22% 1990 1995 . 1996 D56 . Carmichael Lynch Spong (CLS), 1) , , 2) , - , 3) .
, , , D56,
.
, 20 , , D56 .
, . 5 35 , D56, .
, , , .
, .
, , , .
: 1) , ; 2) D56 , ; 3) D56 .
, , D56, / . D56 , CLS, . 1996 .
, 1996 ..
, D56 .
.
-, .
: 1) , D56; 2) ; 3) ; 4) 35 64 40 . ., .
: CLS 653,6 . . (430,8 . . 222,8 . ), 500 . . .
1996 . , , , , .
. , , .
. , , .
. .
. : 1) / ; 2) .
. . 500 . , .
, . (Dorothy Hamill), , . . CLS 30 . .
. D56 , 149 . . .
. . , , .
-
CLS - D56 . , , , , ( ).
. CLS , D56 .
. 1996 . D56 - 15 . 20 . .
. CLS , . - D56 .
, , ! , . , , !.
(Gift) , , .
(Tiny Towns are Big Business) .
PR- .
1. , , .
, . , 1997 ., , IV . .
, , 12,6 . ., D56. , , 56%. 10 1996 .
10 624 ( 2,1); 49% (4423 ) D56, 34% .
, , 89% 1996 . , (79%) 1995 . 1997 . , , D56. .
2. D56, , .
. - 10 1996 . :
1996 . 402 838 1,2 . ;
24 ( 6 );
- 32 746;
40 , 95% .
. -, 1997 ., , 96% , ; 47% ; , ; 55% .
3. D56 .
. :
1464 , 28% , 1995 .;
197 .;
10 D56 ;
502 , , 1995 .;
31% ;
, : ( ), Copley News Service, Better Homes & Gardens, Los Angeles Times ( ), Chicago Tribune, Chicago Sun Times () Atlanta Journal and Constitution;
12 , Woman's Day, Country Living, Colonial Homes Modern Bride.
. 111 , 5000 .
. 1996 . 72 000, 30% , 1995 .
20. Advantix ,
Eastman Kodak
BursonMarsteller
1997 .
PR- Kodak, , (Advanced Photo System, APS), . , Kodak, . , Kodak , ( , , VHS Beta). Kodak Canon, Fuji, Minolta Nikon. , . , APS, VHS Dolby , APS.
, - PR-. 1995 ., APS , . , - , 35- -, APS. Kodak, APS. , .
. , APS, 14:00 1 1996 . , Kodak, 14:00 -, -. Kodak . , , APS Advantix. , , APS , , Kodak , .
, Kodak, PR- Advantix.
, 22 . 11 , , APS .
. Advantix , , .
PR- - , Advantix Kodak.
, PR- Kodak Burson Marsteller ( Advantix) Shandwick USA PR-.
1. , , 1 , , . , : 1) Advantix, 1 ; 1) , Kodak. : Kodak.
2. APS , : 1) 1 2 ; 2) Advantix; 3) APS , Kodak.
3. : 1) Advantix (Kodak) 1 ; 2) , - , 22 .
: ; , ; .
1: 1) APS Kodak; 2) APS, , , ; 3) , Use Photo & Imaging Expo'95 , APS.
2: 1) : Advantix - -, .. , , , ; 2) , ; 3) : , 1 ; 4) Kodak, .
3: , Advantix, (2 ), PR- Kodak .
: 1,5 . .
1/.
. , . APS, , APS -, .
. , , APS Kodak , . (.. ), , , .
/ . , , APS, 19 1995 ., Kodak , . , , ( ) , APS, . , . APS ( , Kodak) . , , , Kodak APS, . Kodak , .
2/ 1 : Advantix.
, 1 , . - Kodak , , ( ) , - ( - Kodak). . (Jane Seymour) , (Carla Bruni) (Kyon Kyon) . , Kodak (George Fisher) Advantix, Advantix, . , , . , , , Advantix, . , Newsweek: , , .
3/: