The document discusses public relations and promotion. It defines public relations as establishing mutually beneficial relationships between organizations and publics to achieve success. Promotion aims to stimulate action through incentives. Both shape public opinion and behavior which is powerful for brands. Key takeaways are that PR is important for shaping opinion and yielding free media coverage, while promotion drives behavior and sales. The single most important point is that PR and promotion shape how people think, feel and act.
What's the Difference Between Publicity and Public Relations?Tristan Loo
The terms publicity and public relations (PR) are often used interchangeably, but they are in fact two very distinct and separate disciplines. If you want to leverage the power of the media in your marketing mix then I suggest you start with knowing what the differences between publicity and PR really are. We’ll cover that in this article.
The document provides an overview of advertising, including its history, types, objectives, mediums, techniques, and top agencies. It defines advertising and traces its origins from ancient Egypt to modern television commercials. The types of advertising are classified as those targeting consumers, businesses, or non-products. The objectives, functions, benefits, appeals, and effects of advertising are also summarized along with examples of effective ads.
The document discusses advertising campaigns and provides details on various aspects related to developing an effective advertising campaign. It defines an advertising campaign as a series of advertisement messages that share a single theme or idea. The critical part is determining the champion theme, which sets the tone for the individual ads. An advertising campaign is an organized series of ads with identical or similar messages over a period of time. The document also discusses types of advertising campaigns based on geographical spread, purpose, and media used. It provides examples of different campaign types like those using word hooks, character hooks, or repeatable themes. Finally, it discusses considerations for planning an advertising campaign like identifying the problem, selecting the target audience, budget, and post-testing.
Integrated Marketing Communication (IMC) is an approach that coordinates marketing messages across different channels to reinforce brand messaging and improve effectiveness. McDonald's launched a Twitter campaign with the hashtag #McDStories that aimed to share positive stories but backfired as users hijacked it to share negative experiences. In contrast, Old Spice's 2010 campaign featuring the "Old Spice Guy" responding to user questions on YouTube was a viral success, driving major increases in sales, views, and social media engagement.
The document discusses different types of advertising appeals that are used to influence consumer purchasing decisions. It identifies 18 different appeals including emotional appeals like fear and humor appeals, rational appeals that focus on product features, and social appeals that play on desires for status or acceptance. The appeals are designed to create a positive image of products and make consumers feel purchasing them will fulfill psychological or social needs. Examples of how different appeals could be implemented in advertisements are provided.
The document provides an overview of advertising and public relations. It discusses the effects of advertising on market share and consumers. The major types of advertising are identified as institutional, product, and corporate identity advertising. Creative decisions in developing an advertising campaign include setting objectives, identifying benefits, developing appeals, and evaluating the campaign. Media decisions involve evaluating and selecting appropriate media types and scheduling. The role of public relations in promotion is discussed, including functions like press relations and issues management.
The document outlines the key components of advertising communications, including introducing the topic and defining communication and advertising communications. It then discusses various communication effects like category need, brand awareness, brand attitude, brand purchase intention, and purchase facilitation that advertising aims to achieve. Examples are provided to illustrate each communication effect.
What's the Difference Between Publicity and Public Relations?Tristan Loo
The terms publicity and public relations (PR) are often used interchangeably, but they are in fact two very distinct and separate disciplines. If you want to leverage the power of the media in your marketing mix then I suggest you start with knowing what the differences between publicity and PR really are. We’ll cover that in this article.
The document provides an overview of advertising, including its history, types, objectives, mediums, techniques, and top agencies. It defines advertising and traces its origins from ancient Egypt to modern television commercials. The types of advertising are classified as those targeting consumers, businesses, or non-products. The objectives, functions, benefits, appeals, and effects of advertising are also summarized along with examples of effective ads.
The document discusses advertising campaigns and provides details on various aspects related to developing an effective advertising campaign. It defines an advertising campaign as a series of advertisement messages that share a single theme or idea. The critical part is determining the champion theme, which sets the tone for the individual ads. An advertising campaign is an organized series of ads with identical or similar messages over a period of time. The document also discusses types of advertising campaigns based on geographical spread, purpose, and media used. It provides examples of different campaign types like those using word hooks, character hooks, or repeatable themes. Finally, it discusses considerations for planning an advertising campaign like identifying the problem, selecting the target audience, budget, and post-testing.
Integrated Marketing Communication (IMC) is an approach that coordinates marketing messages across different channels to reinforce brand messaging and improve effectiveness. McDonald's launched a Twitter campaign with the hashtag #McDStories that aimed to share positive stories but backfired as users hijacked it to share negative experiences. In contrast, Old Spice's 2010 campaign featuring the "Old Spice Guy" responding to user questions on YouTube was a viral success, driving major increases in sales, views, and social media engagement.
The document discusses different types of advertising appeals that are used to influence consumer purchasing decisions. It identifies 18 different appeals including emotional appeals like fear and humor appeals, rational appeals that focus on product features, and social appeals that play on desires for status or acceptance. The appeals are designed to create a positive image of products and make consumers feel purchasing them will fulfill psychological or social needs. Examples of how different appeals could be implemented in advertisements are provided.
The document provides an overview of advertising and public relations. It discusses the effects of advertising on market share and consumers. The major types of advertising are identified as institutional, product, and corporate identity advertising. Creative decisions in developing an advertising campaign include setting objectives, identifying benefits, developing appeals, and evaluating the campaign. Media decisions involve evaluating and selecting appropriate media types and scheduling. The role of public relations in promotion is discussed, including functions like press relations and issues management.
The document outlines the key components of advertising communications, including introducing the topic and defining communication and advertising communications. It then discusses various communication effects like category need, brand awareness, brand attitude, brand purchase intention, and purchase facilitation that advertising aims to achieve. Examples are provided to illustrate each communication effect.
The document discusses message strategies for advertising. It defines message strategy as the major selling idea that emerges as the strongest singular claim about a product or service that has broad appeal. It outlines four types of messages and explains that message consistency involves alignment between what a company says, does, and what others say about them. Finally, it discusses seven message strategy typologies including unique selling proposition, brand image, positioning, and affective strategies.
This document discusses advertising objectives and message execution. It defines advertising and its types. The main advertising objectives are to inform, persuade, and remind. To inform is to introduce new products or services. To persuade is to encourage switching brands or changing perceptions. To remind is to maintain brand awareness. Message execution captures attention and includes styles like slice of life, lifestyle, fantasy, mood, music, personalities, expertise, evidence, and endorsements. The document provides examples for each style and objective. Students should understand advertising's role, objectives, and developing message executions after this lesson.
The hierarchy-of-effects model is a predominant advertising theory that shows how advertising works through a step-by-step process. It can be visualized as a pyramid, with awareness and knowledge of a brand at the bottom and actual purchase behavior at the top. The model proposes that advertising first builds awareness of a brand, then increases knowledge about what it stands for, then forms liking and preference toward the brand before ultimately convincing customers to purchase it. As consumers move up the pyramid through each successive step, the percentage who reach the next level declines.
The document discusses principles of persuasion used in advertising such as reciprocity, scarcity, authority, consistency, liking, and consensus. It also discusses factors that influence the effectiveness of message sources, including source credibility, attractiveness, and biases. Interactive communication models are presented that show consumers as more proactive and in control of processing messages across various new media formats.
Advertising involves the preparation and dissemination of messages through paid media to make people aware of and favorably inclined towards a product, brand, service, idea or point of view. It aims to create demand and compel action. Advertising provides information, creates new demand, instructs on product use, and encourages consumers. It has benefits for manufacturers, salespeople, and consumers. However, it can also increase prices, encourage luxury spending, and involve false or misleading claims. Publicity differs in that it involves generating unpaid media coverage to manage public perception of a subject such as a person, organization, or product. Its goals are to build credibility and shift demand through favorable or unfavorable impressions.
Advertising is defined as any paid nonpersonal communication about an organization, product, service, or idea by an identified sponsor. Advertising provides benefits such as being a cost-effective way to reach large audiences, building brand equity, and stimulating demand. Advertising theories include practice-based theories focusing on unique selling propositions and reason why approaches as well as information processing theories examining how consumers receive and process advertising messages. Media planning involves determining reach, frequency, weight, and effective reach to allocate advertising budgets across different media vehicles in order to achieve marketing objectives.
Emotional and rational appeals are two of the most important types of advertising appeals. Emotional appeals target an individual's psychological and social needs and are often effective for younger consumers, while rational appeals emphasize the functional benefits of a product and tend to work better for older audiences. The document then describes various other specific types of advertising appeals commonly used, including personal, social, fear-based, humor, sex, music, scarcity, masculine/feminine, brand, snob, adventure, less than perfect, romance, emotional word usage, youth, endorsement, wordplay, statistics, plain, and bandwagon appeals.
The document discusses strategies for designing effective messages, including cognitive, affective, and conative strategies. Cognitive strategies present rational arguments or information about product attributes. Major cognitive strategies include generic messages, preemptive messages, unique selling propositions, hyperbole, and comparative advertisements. Affective strategies aim to elicit emotions to associate with a product. Conative strategies directly encourage consumer responses. The document also covers executional frameworks like animation, slice-of-life, dramatization, testimonials, and demonstration. Selecting the right spokesperson like a celebrity, CEO, or expert is important to matching their characteristics to the product. Creating effective advertising requires consistency, simplicity, identifiable selling points, and repetition to break through clutter.
This document summarizes the key differences between public relations (PR), journalism, and marketing. It notes that PR involves managing relationships with various publics through targeted messaging, while journalism involves objective reporting to gather and share information with the public. PR professionals strategically inform specific audiences using various communication channels, while journalists decide what information to share more broadly through traditional media outlets. The document then provides an example of Red Bull's integrated marketing communications approach which combines advertising, PR, sales promotions and other tactics to build their brand across audiences.
This document discusses different advertising themes and appeals. It defines an advertising theme as a central, repetitive message meant to promote brand awareness and impact beyond individual ads. Common themes discussed include music, prestige, comfort, economy, health, beauty, fear, patriotism, and curiosity. The document also discusses when it may be necessary to change a theme, using the example of DriveTime originally using humorous ads but shifting to more emotional stories to better connect with audiences.
Creative message appeals, ad design and testing copy writing visuals, creativ...Rai University Ahmedabad
This lecture involves basics about Message appeal, ad design, copy writing, and impact of IT on ad design. (More info visit: http://www.moocsfoundation.org)
Originally presented by MOOCs Foundation an initiative of Rai University.
MOOCs Foundation is committed to the expansion of higher education through enhanced digital access to online resources and courses by the best of universities worldwide for learning and upgrading skills.
The document summarizes public relations strategies used by various companies including building goodwill, promoting brands, countering negative publicity, and influencing target groups. It discusses PR tools like websites, news, speeches and events. It provides examples of PR campaigns run by Himalaya Drug Company focusing on quizzes and contests to engage with students. It also summarizes Dabur's brand positioning and a campaign launched to promote Dabur Honey. Finally, it briefly discusses security issues faced by Blackberry in India and worldwide communication outages.
This document discusses different types of advertising appeals that are used to influence consumer purchasing decisions. It describes rational appeals that focus on a product's practical benefits. Emotional appeals evoke feelings like fear, humor, pride and joy. Moral appeals reference social causes. Other appeals mentioned include reminder, teaser, musical, transformational, comparison, direct, indirect, social, bandwagon, and statistics appeals. The document provides examples for most appeal types.
1. The document discusses advertising management, including choosing an advertising agency, developing an advertising campaign strategy, and creating a creative brief.
2. Key factors in deciding whether to use an in-house advertising team or external agency include the size of the account, budget, objective perspective, and product complexity.
3. Developing an advertising campaign involves analyzing the communications market, setting objectives, allocating the budget, selecting media, and preparing a creative brief outlining the objective, target audience, message theme, support, and constraints.
Integrated Marketing Communication & Digital MarketingHardik Jethwa
This document discusses integrated marketing communication and digital marketing. It defines DAGMAR as a framework for setting advertising goals and measuring results. The document outlines how advertising objectives should guide consumers through four stages: from unawareness to awareness, comprehension, conviction, and finally action. It also describes three main functions of advertising: to inform, persuade, and sell. Lastly, it discusses how to set smart, measurable advertising objectives that are both short-term and long-term.
Integrated Marketing Communications has blurred the lines between marketing, advertising and public relations.
This presentations identifies the roles of each, as well as, the differences between each aspect of a marketing strategy.
Advertising theories illustrate how ads influence customer behavior and achieve objectives. There are various theories, most of which say ad success relies on frequent, repetitive exposure. One theory is that ads are most effective when integrated into other media, blurring reality and fiction. Another is that ads mirror and shape changing customer loyalties, prompting shifts between brands. A third theory is that ads carry strong hidden messages that touch on values and beliefs to sell products under the guise of other positive messaging.
Influencer marketing uses influential leaders to promote a brand's message to a large audience. It identifies people with large social followings who can influence target consumers. An effective influencer marketing campaign identifies key influencers, builds a campaign around them, and measures metrics like reach, sales, and awareness. Influencer marketing is more trusted than traditional ads because it leverages social proof and word-of-mouth recommendations from influencers their audiences respect.
Emerging trends in advertising & social media marketingEdwin Antony
This document discusses advertising and social media marketing. It introduces different types of advertising like television, radio, online, and print advertising. The purpose of advertising is to convince customers that a company's products are best and to create and reinforce brand awareness. Social media marketing refers to gaining website traffic or attention through social media sites by creating shareable content. Popular social media platforms for marketing include Facebook, Twitter, Instagram, blogs and YouTube. Traditional advertising is minimizing due to the internet overtaking television, and issues like leaks and social media mishaps can impact traditional advertisers.
Advertising is a form of non-personal promotion used by businesses, non-profits, and professionals to build brand awareness and demand. Major decisions in advertising include setting objectives, budgets, messages, and evaluating effectiveness. The document also discusses sales promotion techniques like coupons, premiums, and contests used to incentivize purchases, and public relations which involves building goodwill through favorable publicity and managing corporate image.
Public relations (PR) are the activities organizations engage in to create a positive image for a company, product, service, or a person. Press releases, a commonly used PR tool, are designed to generate publicity, but there is no guarantee the media will use them in the stories they write. Sponsorships are designed to increase brand awareness, improve corporate image, and reach target markets. Product placements are designed to generate exposure, brand awareness, and interest.
The document discusses message strategies for advertising. It defines message strategy as the major selling idea that emerges as the strongest singular claim about a product or service that has broad appeal. It outlines four types of messages and explains that message consistency involves alignment between what a company says, does, and what others say about them. Finally, it discusses seven message strategy typologies including unique selling proposition, brand image, positioning, and affective strategies.
This document discusses advertising objectives and message execution. It defines advertising and its types. The main advertising objectives are to inform, persuade, and remind. To inform is to introduce new products or services. To persuade is to encourage switching brands or changing perceptions. To remind is to maintain brand awareness. Message execution captures attention and includes styles like slice of life, lifestyle, fantasy, mood, music, personalities, expertise, evidence, and endorsements. The document provides examples for each style and objective. Students should understand advertising's role, objectives, and developing message executions after this lesson.
The hierarchy-of-effects model is a predominant advertising theory that shows how advertising works through a step-by-step process. It can be visualized as a pyramid, with awareness and knowledge of a brand at the bottom and actual purchase behavior at the top. The model proposes that advertising first builds awareness of a brand, then increases knowledge about what it stands for, then forms liking and preference toward the brand before ultimately convincing customers to purchase it. As consumers move up the pyramid through each successive step, the percentage who reach the next level declines.
The document discusses principles of persuasion used in advertising such as reciprocity, scarcity, authority, consistency, liking, and consensus. It also discusses factors that influence the effectiveness of message sources, including source credibility, attractiveness, and biases. Interactive communication models are presented that show consumers as more proactive and in control of processing messages across various new media formats.
Advertising involves the preparation and dissemination of messages through paid media to make people aware of and favorably inclined towards a product, brand, service, idea or point of view. It aims to create demand and compel action. Advertising provides information, creates new demand, instructs on product use, and encourages consumers. It has benefits for manufacturers, salespeople, and consumers. However, it can also increase prices, encourage luxury spending, and involve false or misleading claims. Publicity differs in that it involves generating unpaid media coverage to manage public perception of a subject such as a person, organization, or product. Its goals are to build credibility and shift demand through favorable or unfavorable impressions.
Advertising is defined as any paid nonpersonal communication about an organization, product, service, or idea by an identified sponsor. Advertising provides benefits such as being a cost-effective way to reach large audiences, building brand equity, and stimulating demand. Advertising theories include practice-based theories focusing on unique selling propositions and reason why approaches as well as information processing theories examining how consumers receive and process advertising messages. Media planning involves determining reach, frequency, weight, and effective reach to allocate advertising budgets across different media vehicles in order to achieve marketing objectives.
Emotional and rational appeals are two of the most important types of advertising appeals. Emotional appeals target an individual's psychological and social needs and are often effective for younger consumers, while rational appeals emphasize the functional benefits of a product and tend to work better for older audiences. The document then describes various other specific types of advertising appeals commonly used, including personal, social, fear-based, humor, sex, music, scarcity, masculine/feminine, brand, snob, adventure, less than perfect, romance, emotional word usage, youth, endorsement, wordplay, statistics, plain, and bandwagon appeals.
The document discusses strategies for designing effective messages, including cognitive, affective, and conative strategies. Cognitive strategies present rational arguments or information about product attributes. Major cognitive strategies include generic messages, preemptive messages, unique selling propositions, hyperbole, and comparative advertisements. Affective strategies aim to elicit emotions to associate with a product. Conative strategies directly encourage consumer responses. The document also covers executional frameworks like animation, slice-of-life, dramatization, testimonials, and demonstration. Selecting the right spokesperson like a celebrity, CEO, or expert is important to matching their characteristics to the product. Creating effective advertising requires consistency, simplicity, identifiable selling points, and repetition to break through clutter.
This document summarizes the key differences between public relations (PR), journalism, and marketing. It notes that PR involves managing relationships with various publics through targeted messaging, while journalism involves objective reporting to gather and share information with the public. PR professionals strategically inform specific audiences using various communication channels, while journalists decide what information to share more broadly through traditional media outlets. The document then provides an example of Red Bull's integrated marketing communications approach which combines advertising, PR, sales promotions and other tactics to build their brand across audiences.
This document discusses different advertising themes and appeals. It defines an advertising theme as a central, repetitive message meant to promote brand awareness and impact beyond individual ads. Common themes discussed include music, prestige, comfort, economy, health, beauty, fear, patriotism, and curiosity. The document also discusses when it may be necessary to change a theme, using the example of DriveTime originally using humorous ads but shifting to more emotional stories to better connect with audiences.
Creative message appeals, ad design and testing copy writing visuals, creativ...Rai University Ahmedabad
This lecture involves basics about Message appeal, ad design, copy writing, and impact of IT on ad design. (More info visit: http://www.moocsfoundation.org)
Originally presented by MOOCs Foundation an initiative of Rai University.
MOOCs Foundation is committed to the expansion of higher education through enhanced digital access to online resources and courses by the best of universities worldwide for learning and upgrading skills.
The document summarizes public relations strategies used by various companies including building goodwill, promoting brands, countering negative publicity, and influencing target groups. It discusses PR tools like websites, news, speeches and events. It provides examples of PR campaigns run by Himalaya Drug Company focusing on quizzes and contests to engage with students. It also summarizes Dabur's brand positioning and a campaign launched to promote Dabur Honey. Finally, it briefly discusses security issues faced by Blackberry in India and worldwide communication outages.
This document discusses different types of advertising appeals that are used to influence consumer purchasing decisions. It describes rational appeals that focus on a product's practical benefits. Emotional appeals evoke feelings like fear, humor, pride and joy. Moral appeals reference social causes. Other appeals mentioned include reminder, teaser, musical, transformational, comparison, direct, indirect, social, bandwagon, and statistics appeals. The document provides examples for most appeal types.
1. The document discusses advertising management, including choosing an advertising agency, developing an advertising campaign strategy, and creating a creative brief.
2. Key factors in deciding whether to use an in-house advertising team or external agency include the size of the account, budget, objective perspective, and product complexity.
3. Developing an advertising campaign involves analyzing the communications market, setting objectives, allocating the budget, selecting media, and preparing a creative brief outlining the objective, target audience, message theme, support, and constraints.
Integrated Marketing Communication & Digital MarketingHardik Jethwa
This document discusses integrated marketing communication and digital marketing. It defines DAGMAR as a framework for setting advertising goals and measuring results. The document outlines how advertising objectives should guide consumers through four stages: from unawareness to awareness, comprehension, conviction, and finally action. It also describes three main functions of advertising: to inform, persuade, and sell. Lastly, it discusses how to set smart, measurable advertising objectives that are both short-term and long-term.
Integrated Marketing Communications has blurred the lines between marketing, advertising and public relations.
This presentations identifies the roles of each, as well as, the differences between each aspect of a marketing strategy.
Advertising theories illustrate how ads influence customer behavior and achieve objectives. There are various theories, most of which say ad success relies on frequent, repetitive exposure. One theory is that ads are most effective when integrated into other media, blurring reality and fiction. Another is that ads mirror and shape changing customer loyalties, prompting shifts between brands. A third theory is that ads carry strong hidden messages that touch on values and beliefs to sell products under the guise of other positive messaging.
Influencer marketing uses influential leaders to promote a brand's message to a large audience. It identifies people with large social followings who can influence target consumers. An effective influencer marketing campaign identifies key influencers, builds a campaign around them, and measures metrics like reach, sales, and awareness. Influencer marketing is more trusted than traditional ads because it leverages social proof and word-of-mouth recommendations from influencers their audiences respect.
Emerging trends in advertising & social media marketingEdwin Antony
This document discusses advertising and social media marketing. It introduces different types of advertising like television, radio, online, and print advertising. The purpose of advertising is to convince customers that a company's products are best and to create and reinforce brand awareness. Social media marketing refers to gaining website traffic or attention through social media sites by creating shareable content. Popular social media platforms for marketing include Facebook, Twitter, Instagram, blogs and YouTube. Traditional advertising is minimizing due to the internet overtaking television, and issues like leaks and social media mishaps can impact traditional advertisers.
Advertising is a form of non-personal promotion used by businesses, non-profits, and professionals to build brand awareness and demand. Major decisions in advertising include setting objectives, budgets, messages, and evaluating effectiveness. The document also discusses sales promotion techniques like coupons, premiums, and contests used to incentivize purchases, and public relations which involves building goodwill through favorable publicity and managing corporate image.
Public relations (PR) are the activities organizations engage in to create a positive image for a company, product, service, or a person. Press releases, a commonly used PR tool, are designed to generate publicity, but there is no guarantee the media will use them in the stories they write. Sponsorships are designed to increase brand awareness, improve corporate image, and reach target markets. Product placements are designed to generate exposure, brand awareness, and interest.
The document discusses marketing promotion strategies. It defines promotion as communication to inform, persuade, and remind potential buyers about a product to influence opinions and elicit responses. It also discusses the promotional mix, promotional tools like advertising, public relations, personal selling and sales promotion. Promotional strategy is a plan for optimal use of these promotional elements to reach the target market and achieve organizational goals. The more funds and emphasis placed on each element, the more important it is considered in the promotional mix.
This document discusses public relations, including its objectives, types, importance, limitations, and functions. The key objectives of public relations are to develop product awareness, create interest, provide information, and stimulate demand. The types of public relations discussed are press/media relations, media tours, newsletters, special events, sponsorships, and customer service. The importance of public relations includes increasing awareness, improving image/reputation, developing loyalty, promoting goodwill, and building trust/credibility. The limitations include being difficult to measure, having little control, operating in a turbulent industry, and not guaranteeing results. The functions of public relations managers are anticipating public opinion, drafting strategies using free media, distributing press releases, speechwriting
The document discusses public relations, including its definition, objectives, tools, and importance. Some key points include:
- Public relations involves managing communication between an organization and its key audiences to build favorable relationships. It aims to influence perception through earned media rather than paid advertising.
- Objectives of PR include building product awareness, creating interest, and informing the public. Tools include media relations, social media, brochures, events, and newsletters.
- PR is important for building a brand image, capitalizing on opportunities, promoting brand values, and strengthening community relations. It provides credibility through third-party endorsement.
This document discusses advertising and the advertising plan. It aims to gain an understanding of advertising's role in marketing communications and examine advertising theories and their relationship to consumer behavior. The advertising plan matches the right audience, message, and media to reach that audience. The document also discusses branding and the marketing mix, defining advertising goals, and the roles and functions of advertising including informing consumers, creating demand, and shaping consumer self-image. It examines major advertising media and types of advertising.
This document discusses advertising, sales promotion, and public relations. It describes the objectives of the group's presentation, which are to describe the role of advertising, major decisions in developing advertising plans, how sales promotion campaigns are developed and implemented using different tools, and the role of public relations in promotion mix. It then discusses the importance and objectives of advertising, methods for advertising budgeting, objectives and tools of sales promotion including consumer promotions, trade promotions, and business promotions. It also touches on developing effective sales promotion programs.
The document discusses marketing communications mix, which refers to the variety of strategies used to advertise and promote a business or product line. It focuses on the five main aspects: sales promotions, personal selling, direct marketing, general advertising, and public relations. Together these make up an organization's promotional mix to alert consumers to product benefits and availability. The goal is to effectively communicate with customers through an integrated approach.
This document discusses the key elements of promotion, including advertising, public relations, personal selling, and sales promotion. It defines each element and provides examples. Additionally, it covers topics like the promotion mix, promotion objectives, promotion budgets, and legal/ethical issues in pricing. The overall purpose is to introduce the main components involved in developing an effective promotional strategy.
This presentation introduces students to the world of Public Relations (PR) and the role 'marketing' plays in an organization. The idea is to highlight and organizations PR & Marketing departments should work closely.
The document discusses the promotion mix and elements of promotion, including personal selling, mass selling, advertising, publicity, and sales promotion. It defines advertising and describes its role in informing customers, retaining them, and influencing them to purchase products. The stages of advertising are discussed as pioneering, competitive, and retentive. Forms of advertising like product, corporate, social, and societal advertising are also summarized.
1. Public relations is considered part of the marketing promotion mix and supports marketing objectives.
2. The marketing mix, also known as the 7Ps, includes product, price, place, promotion, people, process, and physical evidence. Promotion itself contains various forms of marketing communication like advertising, sales promotions, public relations, and personal selling.
3. From a marketing perspective, public relations seeks to improve, maintain, or protect a company's image through engaging various audiences to support business and marketing goals.
Marketing and PR play important roles for organizations. Marketing involves market research to understand customers, market analysis to examine loyalty and brand perception, and strategic planning to focus opportunities and achieve competitive advantages. PR manages public messages and seeks positive publicity through sponsorships, surveys, or tours. Both aim to promote brands, influence attitudes, and limit damage from negative situations through spin or reassurance during crises like oil spills. They create events and lobby politicians to publicize organizations and influence decisions benefiting their interests.
The document provides an overview of modules for account leadership training, including understanding the client's business, agency, communication planning, and creative briefs. It covers topics like knowing the client, their market, competitors, and developing a communications plan through frameworks like SWOT analysis, Boston Consulting Group matrix, and ROI springboards. The document emphasizes rigor and imagination in developing creative briefs to provide direction while inspiring creativity.
Integrated Marketing Communication (IMC) takes a comprehensive approach to evaluating various communication tools, including advertising, sales promotion, branding, and public relations. IMC recognizes that these channels can complement each other. For example, advertising may create awareness while sales promotions spur purchases. Branding aims to maintain equity for high-involvement products. Public relations develops a favorable company image. Coordinating these tools through IMC can maximize their combined impact on consumers.
The document outlines the roles and responsibilities of 12 group members for a project on advertising and public relations. Group member 1 is the group leader and is responsible for the history and definition of advertising. Other members are responsible for advantages and disadvantages, types of advertising, objectives, budgets, strategies, media selection, evaluation, public relations, and tools. The document then provides details on various topics within advertising and public relations including history, objectives, budgets, strategies, evaluation, and public relations.
Marketing Strategies for New Startups By Kazi Anamul HasanKazi Anamul Hasan
This document provides 11 strategies for marketing new startups:
1. Set goals and target your market and audience. Plan marketing activities and budgets.
2. Create a brand image and raise awareness through social media campaigns, influencer partnerships, and defining your brand message.
3. Develop content like blogs, videos and infographics to attract potential customers in a cost-effective way.
4. Use social media platforms like Facebook, Instagram, YouTube and Twitter to promote your business and engage with customers.
5. Build relationships with press, influencers, and competitors to gain exposure and favorable coverage.
6. Leverage word-of-mouth referrals by providing excellent customer service and experiences
The document provides information on promotional campaigns, advertising terms, traditional and new media options, search engine marketing, online advertising, social media strategies, email campaigns, and public relations tactics. It discusses reach, frequency, waste, paid search (Pay-Per-Click), organic search (Search Engine Optimization), banner ads, social media participation levels, email list renting, promotions, and PR goals of raising awareness, influencing influencers, and defending at-risk products. It prompts developing an awareness campaign for Canada's Food Guide targeting kids and teens with a big idea, 3 campaign components, appeal/execution type, and tagline/creative.
The document summarizes a group presentation on public relations. It includes the group profile, definitions of public relations, descriptions of common public relations plans and processes, tools used in public relations, advantages and disadvantages, and how to evaluate a public relations program. The group's presentation covered the key aspects of developing and implementing an effective public relations strategy and evaluating its impact.
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2. Name tags out
Cell phones off
Situational Analysis and Media Plan due
About your creative presentation
Remember, you’re an agency !!!
How would an agency pitch creative?
Formats for creative – stick figures are OK
Rehearse
Evaluations
For this course
For your team
HOUSEKEEPING
7. Public relations is the management function that establishes
and maintains mutually beneficial relationships between an
organization and the publics on whom its success or failure
depends.
Publics are all the groups of people with which an organization
interacts: employees, members, local communities,
shareholders, customers and institutions
PR is a tactical function; PR staff produce a variety of
communication tools to achieve corporate image and
information objectives
And, PR is a strategic management function that monitors
public opinion and advises senior corporate managers on how
to achieve positive relationships with various audiences
PR BY THE BOOK
8. Public relations is the management function that establishes
and maintains mutually beneficial relationships between an
organization and the publics on whom its success or failure
depends.
“…public relations and public affairs are probably higher up on
the CEO’s agenda than advertising, marketing research, or
other forms of specialist communication.”
PR BY THE BOOK
10. Public opinion refers to what people think; their beliefs based on
perceptions or evaluations of events, people, institutions, or
products.
THE IMPORTANCE OF PUBLIC OPINION
11. Public opinion and corporate reputation are connected –
Reputation = goodwill, integrity and trust
Public goodwill is a company’s greatest asset; it is the job of
public relations to create it and maintain it.
Integrity is not just about having a positive image, it’s a result
of a company’s actual behavior.
Oftentimes, public relations is the conscience of the company,
with the objective of building trust and maintaining the
organization’s integrity.
THE IMPORTANCE OF PUBLIC OPINION
Goodwill (1) : the favor or advantage that a business has acquired
especially through its brands and its good reputation (2) : the
value of projected earnings increases of a business especially as
part of its purchase price (3) : the excess of the purchase price of
a company over its book value which represents the value of
goodwill as an intangible asset for accounting purposes
Integrity:
adherence to moral and ethical principles;
soundness of moral character; honesty.
18. Media relations
Employee relations
Financial or investor relations
Public affairs, issues management
THE TYPES OF PUBLIC RELATIONS
19. Media relations
Employee relations
Financial or investor relations
Public affairs, issues management
Reputation management
Crisis communications
THE TYPES OF PUBLIC RELATIONS
20. Media relations
Employee relations
Financial or investor relations
Public affairs, issues management
Reputation management
Crisis communications
Cause related
Social media monitoring and
messaging
THE TYPES OF PUBLIC RELATIONS
31. A BOGO is
one of many
promotion
types
WHAT’S A BOGO?
What would be
more likely to
stimulate
trial…a BOGO or
30% off one.
32. The media and non-media marketing pressure applied for a
predetermined, limited period of time at the level of consumer,
retailer, or wholesaler in order to stimulate trial, increase
consumer demand, or improve product availability.
Sales promotion: increasing the value of its product or brand
by offering an extra incentive to purchase it.
Designed to encourage action.
Sales promotion is primarily designed to motivate people
to act by offering incentives.
PROMOTION BY THE BOOK
33. TRIAL
Get you to try something the first time
RETRIAL
Get you to try something that’s been improved
REPEAT PURCHASE
Get you to go back and buy it again
MULTIPLE PURCHASE
Get you to buy 2 packages instead of just one
PURCHASE FREQUENCY
Get you to buy it every week
TRADE UP
Get you to buy a larger sized package
USAGE
Get you to use the product up faster, or use it in new ways
LOYALTY
Keep you buying the brand in the face of strong competition; rewarding you for
being a loyal customer
PROMOTION OBJECTIVES
47. Over 200 print, online & radio segments in just 23 days
200 million+ Media Impressions
Print coverage in 4 of the top 5 DMAs
Widespread national media coverage
ESPN.com, USAToday,com, AP, Yahoo Sports, GolfWeek, Golf.com, LA Times,
New York Times
Regional Radio (7)
ESPN 1080 Leaderboard Radio -- Troy Merritt -- 10/25, 10/29, 11/1, 11/8,
Steve Powell – 11/1, 11/8
ESPN Beat of Sports – Steve Powell, 11/8
National Radio (4)
Peter Kessler Show XM Radio – Troy Merritt, 11/1
Matt Adams Show XM Radio – Steve Powell, 11/8
Matt McKay, The Elevated Tee on KSPI920 - Steve Powell, 11/7
John Abernoth, “Hooked on Golf” - Steve Powell, 11/6
RESULTS (A TYPICAL MONTH)
48. Public relations is critically important to brands because it
shapes public opinion, and in many cases public action
PR is growing in importance because it is versatile and
can yield huge amounts of “free ink”
Promotion drives action…behavior that typically results in a
brand experience or a sale.
KEY TAKEAWAYS
49. Single most
important
point
PR AND PROMOTION –
REMEMBER THAT THESE
AND MOST EVERYTHING
WE DO IN IMC SHAPES
THE WAY PEOPLE THINK,
FEEL AND ACT.
THIS IS VERY POWERFUL.
50. Read Chapter 16
Work your creative brief and creative presentation
Class presentations 4/22 and 4/24
Presentation schedule posted on BB
Final delivery of creative due 4/24 end of day
Final exam on 5/2 covering Chapters 11 – 17, class
presentations, assigned readings and guest presentations
Look for study guide on BB by 4/21
BE PREPARED
Editor's Notes
You know about the four Ps, well today we’re talking about the 2 Ps. More on those in a minute.But before we forge ahead, some housekeeping.
Bend me, shape me. You’re probably wondering why is this idea significant and relevant to our topics today?
Because when we talk about the 2Ps -- Public Relations and Promotion -- we’re talking about two very important things:Shaping opinionShaping behaviorLet’s start the first P with a question:
Excuse me maam, I have someone from the TV show 60 minutes on the phone. He’d like to speak to you about what happened yesterday.What do you think has happened to GM since recalling a million cars because of faulty ignition switches, that allegedly have been responsible for over a dozen deaths?Well for one thing:Turmoil surrounding General Motors pushed down its closing share price Friday below $32, first time since June 28 last year the shares have closed below the IPO price of $33.The stock topped recently at $41.85 Dec. 17, after the federal government sold its remaining stake in GM. The closing price of $31.93 Friday is a 23.7% drop since then.
Anybody take PR courses? Anybody interested in PR?What is public relations? Ask?Examples
Here’s the definition in the book.Key term: publics. What does the term “publics” mean?PR is tactical BUTPR is also a very strategic function
Sir Martin Sorrell, CEO of WPP, thinks very highly of PR and for good reason. WPP is the world's largest communications services group, employing 170,000 people* working in 3,000 offices in 110 countries. Some of WPP’s agencies are: AxiCOm (PR), Berlin Cameron, Bottle Rocket, BursonMarstellar, Gray Adv, J Walter Thompson, Kantar Media, Milward Brown, Ogilvy and Mather, and others.Why is PR is so important?
Shaping #1PRshapes Public Opinion – PR deals with, focuses on, seeks to modify, creates AND shapes public opinion.
What do you think public opinion was of BP after this (Deepwater Horizon). And the cost: an estimated $40 billion price tag for the response to its blown out well in the Gulf of Mexico.And what about this…Carnival Lines? What was the financial hit? Parent company Carnival Corp. estimated that the financial hit from the canceled trips and repair costs would be eight to 10 cents per share, or $64-$80 million, for the first half of 2013.Public relations strategists want to know:What publics are important to us now and in the future?What do these publics think?Opinion leaders: important people who influence the opinions of others.
So, as we shape opinions via PR, we manage goodwill, trust and brand integrity.
What are the key differences?View pointHow media is used and its gatekeepersControlCredibilityImportance of preparation and messaging
Public relations takes a longer, broader view of the importance of image and reputation as a corporate competitive asset and addressesmore target audiences than advertising.
Media usePublic relations seeks to persuade media gatekeepers to “cover” their companies.Gatekeepers are writers, editors, producers, talk-show coordinators, and newscasters.This aspect of public relations is called publicity.
ControlWith news stories, public relations strategists are at the mercy of the media gatekeeper.There is no guarantee that your story will run. The story may be rewritten or reorganized. In contrast, advertising runs exactly as the client who paid for it has approved, and as scheduled.
CredibilityThe public tends to trust the media more than they do advertisers.Public often assume a story has legitimacy if it appears in the media. When Walter Cronkite was evening anchor of the CBS news, a national opinion poll named him as the most trusted man in America.
More so than advertising, PR deals with more advance planning with messaging being a critical function of the PR professional. Every statement a company and its leaders make can be news. Rarely is that the case for advertising.PR also have a myriad of incarnations.
Ask the class to define.
Ask the class to define.
Ask the class to define.
American Express OPEN offers small business owners charge cards, credit cards, tools and information to help them drive their businesses forward.Who is in the photo
The last of our shaping studies today is in promotion, where the primary goal is shaping behavior of target audiences.
Price Deals Temporary price reduction, sale price, or even freebies.Cents-off dealPrice-pack dealsBonus packsBanded packsFreebies can be a killer if the company doesn’t adequately predict consumer response! What might be a typical objective for this? TRADE UP (LARGER PACKAGE), REPEAT PURCHASE (BUY IT AGAIN)Why not TRIAL? Too many in the package.
PremiumsA premium is a tangible reward for a particular act. It works by adding value to the product.There are four variations:Store premiums: given at retail siteIn-pack premiums: inserted in the packageOn-pack premiums: attached to packageContainer premiums: the package is the premiumWhat might be a typical objective for this? Trial (try a different product, e.g. toothpaste…or a new flavor). Retrial (sample a product that has been improved)
Refunds and Rebates Marketers offer to return a certain amount of money to the consumer who purchases the product, or a coupon to encourage repeat use.What might be a typical objective for this? Loyalty (financial reward for a user). Repeat purchase. Trial (try a companion label…a white and a red)
CouponsProvide a discount on the price of the product.Retailer: redeemable only at their outlet.Manufacturer: redeemable at any outlet carrying the product.What might be a typical objective for this? Repeat purchase (buy a product you like again). Loyalty. Multiple purchase ($ off if you buy two). Trade up ($ off for larger size)
SamplingWhat might be a typical objective for this? Trial. Usage (use a product in a different way; different recipie)
Sweepstakes -- Three thingsPrize, chance, consideration – can’t have all three unless you are a state…whyCan have two.Why a sweeps? Get people engaged with brand. Get them to a website or a place to enter. Offer a big sizzle prize that has strong appeal to the audience and could look very expensive…a luxury, a dream, or something usually unattainable. But cheap for the brand.Sweeps – prize and chance…”no purchase necessary”What might be a typical objective for this? Repeat purchase (buy another product from the brand). Loyalty.
Two of the three – prize, chance and consideration. In this case prize and consideration. Involves work, some kind of skill….you have to do something. And you have to judge. Can’t involve chance.What might be a typical objective for this?
What might be a typical objective for this?
What might be a typical objective for this? Trial. Retrial. Loyalty.