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  1. Surveys
  2. 2004
  3. December
  4. U
  5. University of Florida,public relations and marketi
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1. Dear practitioner: I am a graduate student at the University of Florida. As part of my coursework I am conducting an online survey about how practitioners perceive the roles of public relations in the brand development process. The purpose of this research is to explore the perceptions of public relations practitioners on the function of public relations in the marketing brand development process in contrast to their perceptions of other communication tools. It should take no longer than 15 minutes for you to answer the survey questions. You do not have to answer any question you do not wish to answer. If you wish to participate, clicking YES will take you to the Web site and the survey. Your identity will be kept confidential to the extent provided by law and your identity will not be revealed in the final manuscript. There are no anticipated risks, compensation or other direct benefits to you as a participant in this survey.If you withdraw your consent to participate and may discontinue your participation in the survey at any time without consequence. If you have any questions about this research protocol, please contact the researcher Ivelisse Guardiola at (407) 247-5328, or our faculty supervisor Dr. Sylvia Chan-Olmsted, at (352) 392-8730 or [email protected]. Questions or concerns about your rights as a research participant may be directed to the UFIRB office, University of Florida, Box 112250, Gainesville, FL 32611; ph (352) 392-0433. Please click YES if you accept and wish to. Click NO if you do not wish to complete the survey. You give us permission to report your responses anonymously in the final manuscript to be submitted to my faculty supervisor as part of our course work. I have read the procedure described above. I voluntarily agree to participate in the survey and I have received a copy of this description.
Do you accept and wish to continue with the survey?
 
Yes
 
No
 
 
 
2. In what department do you work?
 
Communication Department
 
Marketing Department
 
Public Relations Department
 
Media Department
 
Other
 
 
 
 
3. What is the size of your department?
 
1-3 people
 
4-6 people
 
7-9 people
 
more than 10 people
 
 
4. To what degree of importance do you consider the role of the following areas in developing brand credibility?
Very Important Important Somewhat Important Not Important
Public Relations
Advertising
Sales Promotion
New Media (e.g.Internet)
 
 
5. To what degree of importance do you consider the role of the following areas in order to garner third-party endorsement?
Very Important Important Somewhat Important Not Important
Public Relations
Advertising
Sales Promotion
New Media (e.g.Internet)
 
 
6. To what degree of importance do you consider the role of the following areas in developing the brand image?
Very Important Important Somewhat Important Not Important
Public Relations
Advertising
Sales Promotion
New Media (e.g.Internet)
 
 
7. To what degree of importance do you consider the role of the following areas when targeting editorial context (written information to be published)?
Very Important Important Somewhat Important Not Important
Public Relations
Advertising
Sales Promotion
New Media (e.g.Internet)
 
 
8. To what degree of importance do you consider the role of the following areas for creating brand equity (value of the brand in the market)?
Very Important Important Somewhat Important Not Important
Public Relations
Advertising
Sales Promotion
New Media (e.g.Internet)
 
 
9. To what degree of importance do you consider the role of the following areas in branding (creat characteristics in certain product or service to distinguish from competition)?
Very Important Important Somewhat Important Not Important
Public Relations
Advertising
Sales Promotion
New Media (e.g.Internet)
 
 
10. To what degree of importance do you consider the role of the following areas to increase sales?
Very Important Important Somewhat Important Not Important
Public Relations
Advertising
Sales Promotion
New Media (e.g.Internet)
 
 
 
11. In what marketing objectives do you think is public relations is more used? (MARK ALL THAT APPLY)
 
Increase sales
 
Improve brand image
 
Increase awareness
 
Improve brand loyalty
 
Other
 

 
 
12. To what degree of importance do you consider the role of the following areas when targeting a niche market (audience considered unique)?
Very Important Important Somewhat Important Not Important
Public Relations
Advertising
Sales Promotion
New Media (e.g.Internet)
 
 
 
13. Do you think brand managers would consider Public Relations, when: (MARK ALL THAT APPLY)
 
Editorial context is important
 
Credibility is required
 
Traditional media is impractical
 
Third party endorsement is needed
 
Target audience is unique (niche)
 
Brand managers need to deliver impact on sales
 
Building brand image
 
Emphasize product benefits is needed
 
Emphasize brand loyalty is needed
 
Emphasize organization's core values is needed
 
None of the above
 
Other
 

 
 
 
14. Does Public Relations works better than other marketing disciplines, when: (MARK ALL THAT APPLY)
 
Editorial context is important
 
Credibility is required
 
Traditional media is impractical
 
Third party endorsement is needed
 
Target audience is unique (niche)
 
Brand managers need to deliver impact on sales
 
Building brand image
 
Emphasize product benefits is needed
 
Emphasize brand loyalty is needed
 
Emphasize organization's core values is needed
 
None of the above
 
Other
 

 
 
15. To what degree of importance do you consider the role of the following areas when the company is in the early stage of launching a new brand?
Very Important Important Somewhat Important Not Important
Public Relations
Advertising
Sales Promotion
New Media (e.g.Internet)
 
 
 
16. Under which functions do you think public relations to be stronger than advertising? (MARK ALL THAT APPLY)
 
Editorial context is important
 
Credibility is required
 
Traditional media is impractical
 
Third party endorsement is needed
 
Target audience is unique (niche)
 
Brand managers need to deliver impact on sales
 
Building brand image
 
Emphasize product benefits is needed
 
Emphasize brand loyalty is needed
 
Emphasize organization's core values is needed
 
None of the above
 
Other
 

 
 
 
17. What is your gender?
 
Female
 
Male
 
 
 
18. What is your age?
 
18-28
 
29-39
 
40-50
 
51-61
 
62-over
 
 
 
19. What is your type of organization?
 
Separate communication departments (e.g. Advertising Department, Public Relations Department, Media Department, Marketing Department)
 
Integrated communication department(e.g. One department responsible for marketing and communication efforts)
 
Other
 
 
 
 
20. For how long have you been practicing public relations?
 
less than 1 year
 
1 year-5 years
 
6 years-10 years
 
11 years-15 years
 
16 years-20 years
 
21 years-25 years
 
more than 26 years
 
 
 
21. In what country do you practice the majority of public relations?
 
 
 
22. What is your annual household income (in New Taiwan Dollar)?
 
Less than $299,999 NT
 
$300,000 NT-$499,999 NT
 
$500,000 NT-$699,999 NT
 
$700,000 NT-$899,999 NT
 
over $900,000 NT
 
 
 
23. What is your highest education level?
 
High School
 
Bachelor's degree
 
Master's degree
 
PhD degree
 
 
 
24. What is your annual household income?
 
Less than $19,999
 
$20,000-$34,999
 
$35,000-$49,999
 
$50,000-$64,999
 
$65,000-over
 
 
 
25. What is your highest education level?
 
High School
 
Some college studies
 
Bachelor's degree
 
Some graduate studies
 
Master's degree
 
Some doctorate studies
 
PhD degree
 
 
 
26. Thanks for your help and have a nice day.
 
Please contact [email protected] or click here if you have any questions regarding this survey.
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