C:\Users\Compaq\Desktop\Nadine\Icge\Session (5) Public Relations
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The document discusses the topics of public relations, integrated marketing communication, social media, and the differences between public relations and advertising. It covers the functions of public relations such as creating a positive image, clearing rumors during a crisis, encouraging customer retention, and informing stakeholders. Public relations aims to lessen the gap between how an organization sees itself and how outsiders perceive it. An example is provided about how Toyota used public relations during a product crisis.
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The document outlines the end of semester schedule and assignments for a public relations class. It includes the dates for returning assignments, reviewing final projects, group presentations, and the final exam. It also provides details on assignments like the letter to the editor rubric, group research project, and criteria for evaluating the final four-step public relations project. The four-step PR process is broken down in the document as research, planning, communication, and evaluation.
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Overview of Advertising ManagementNow onto the creative part---adv.docx
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Now onto the creative part---advertising! The American Marketing Association (AMA) defines
advertising
as
The placement of announcements and persuasive messages in time or space purchased in any of the mass media by business firms, nonprofit organizations, government agencies, and individuals who seek to inform and/ or persuade members of a particular target market or audience about their products, services, organizations, or ideas ("Definition of Advertising," 2013, para. 86).
But before sketching out advertisements, we should understand that advertising plays important role in marketing communications and the business as a whole. Remember the
hierarchy of effects model
?
The steps in that model are awareness, knowledge, liking, preference, conviction, and purchase.
As mentioned, advertisers have to convince customers to travel through all six steps of a model in order to purchase the product.
The main functions of advertising reflect those
six steps
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Advertising is needed to increase brand awareness or remind a customer of the brand (awareness), inform or communicate product information to the customer (knowledge), to influence or convince the customer that the brand meets his or her needs (liking and preference), and finally add value to the brand by increasing market share (conviction and purchase).
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Recommended
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This document provides an introduction and overview of public relations. It defines key concepts like publics, relations, and what constitutes public relations. It outlines the basic functions of PR like media relations, product publicity, corporate communications, and crisis management. It also discusses specialty areas within PR and the origin of the practice. The document aims to concisely explain the essential elements of what public relations entails.
Overview of Advertising ManagementNow onto the creative part---adv.docx
Overview of Advertising Management
Now onto the creative part---advertising! The American Marketing Association (AMA) defines
advertising
as
The placement of announcements and persuasive messages in time or space purchased in any of the mass media by business firms, nonprofit organizations, government agencies, and individuals who seek to inform and/ or persuade members of a particular target market or audience about their products, services, organizations, or ideas ("Definition of Advertising," 2013, para. 86).
But before sketching out advertisements, we should understand that advertising plays important role in marketing communications and the business as a whole. Remember the
hierarchy of effects model
?
The steps in that model are awareness, knowledge, liking, preference, conviction, and purchase.
As mentioned, advertisers have to convince customers to travel through all six steps of a model in order to purchase the product.
The main functions of advertising reflect those
six steps
.
Advertising is needed to increase brand awareness or remind a customer of the brand (awareness), inform or communicate product information to the customer (knowledge), to influence or convince the customer that the brand meets his or her needs (liking and preference), and finally add value to the brand by increasing market share (conviction and purchase).
The
advertising management program
is the process of creating the advertising strategy, implement the strategy, and determine the effectiveness.
Overall, there are
three main steps
to the advertising management process: consider the company's goals and objectives as well as the established marketing communications objectives, determine the advertising strategy, implement the strategy, and measure the effectiveness.
In Week 4, we looked at setting marketing communications objectives along with budgeting.
Next, the advertising and marketing managers will determine the advertising strategy.
This includes creating the advertising messages (along with a creative brief) and selecting the preferred media for the advertisements.
Developing the advertising message will be discussed in Lecture #2 and Planning and Analysis of Advertising Media are the topics of the video presentation.
Before the advertising messages are created, the organization will have to determine who will complete that task.
Depending on the business, there are
three
options
: an in-house advertising department, a` la carte advertising, or an external advertising agency.
In-house advertising
is used by a few large companies that want to retain creative control over the message.
An in-house advertising department varies in size but usually includes researchers, creative talent, and media buyers.
The advantage of the in-house advertising departments is that the employees are part of the company's organization and are well versed in its mission and vision.
They could have immediate access to the developers of the product and have more .
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To get a copy of this presentation, share your views about the document with your email id in Comments section... I keep on updating my presentations and documents. To ensure that you don't miss any update or new uploads don't forget to press the "FOLLOW" and "LIKE" button. You can also mail me at manigarg21@gmail.com
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The document discusses key aspects of planning a public relations campaign, including:
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2) Defining goals and objectives to address the identified problem/opportunity
3) Identifying stakeholders and developing communication strategies, themes, and messages tailored for different audience segments
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Welcome to the world of public relations! Just what is public relations? Is it advertising? Is it marketing? Is it community activities or crisis management? What do public relations professionals do? Has anyone known a PR professional? Exposure to this individual will reveal a flurry of unending energy and enthusiasm. One of the most important skills of this individual is the ability to develop relationships and contacts with every kind of person. A PR professional can call a CEO and have his or her phone call returned! In addition, a PR professional must possess superior writing skills as well as verbal communication skills. Could this be why Ashford faculty members hold high, rigorous standards for writing?
According to the Public Relations Society of America, public relations professionals communicate with the external publics of an organization. Is this the same as marketing or sales? No! According to Cameron, Wilcox, Reber, and Shin (2008), sales is a function of marketing. Sales is focused on an organization’s customers and selling the products of the organization. The objective of sales is to increase market share and profitability. Ogden & Ogden discuss three differences between public relations and advertising: since the organization does not pay for PR, it cannot control the message; PR may not always be positive; and the third difference is the public tends to believe the information from PR is from a trusted and reliable resource (Ogden & Ogden, 2014).
Public relations is focused on building relationships and implementing communications strategies that will build goodwill for the organization. Public relations is what we see when organizations are working on Habitat for Humanity or the Salvation Army bell ringer or the Toys for Tots campaigns. Public relations' only focus is to build a positive relationship and create goodwill with its publics. PR never thinks of sales or market share or profitability.
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According to the Public Relations Society of America, public relations professionals communicate with the external publics of an organization. Is this the same as marketing or sales? No! According to Cameron, Wilcox, Reber, and Shin (2008), sales is a function of marketing. Sales is focused on an organization’s customers and selling the products of the organization. The objective of sales is to increase market share and profitability. Ogden & Ogden discuss three differences between public relations and advertising: since the organization does not pay for PR, it cannot control the message; PR may not always be positive; and the third difference is the public tends to believe the information from PR is from a trusted and reliable resource (Ogden & Ogden, 2014).
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Crisis management is another area of responsibility for a PR professional. A crisis is something that interferes with the normal business operation. Spilling oil into the Gulf of Mexico was clearly a crisis. Do you remember who the organization used as their initial spokesperson? British Petroleum (BP) had their CEO, Tony Hayward, in front of the cameras to reassure the public all measures were being implemented to restore the surrounding environment from the damage of the oil spill. Mr. Hayward also told the public their vessel's leak had been contained when that was not .
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The document provides an overview of chapter 19 from a Principles of Marketing textbook. It discusses key concepts related to advertising, public relations, and sales promotions including:
1) The steps in designing and executing an advertising campaign such as identifying the target audience, setting objectives, determining budget, conveying the message, evaluating media, creating ads, and assessing impact.
2) The objectives of advertising which are to inform, persuade, or remind the target audience.
3) How advertisers appeal to consumers through emotional or informational appeals tailored to the target audience.
4) The types of media companies use to deliver their messages including mass media to reach broad audiences and niche media to target specific groups.
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This document discusses the potential benefits and objections to using social media for organizations. It outlines frameworks like the DASI model for how social media can foster dialogue, spur innovation, promote advocacy, and provide support. The document also provides examples of how municipalities and non-profits can leverage social media to engage constituents, gather insights, and achieve returns on insights through unconventional marketing strategies focused on learning.
INTEGRATING MARKETING COMMUNICATIONS TO BUILD BRAND EQUITY
Concept of Brand, Brand Evolution, Brand Hierarchy, Brand
Image, Brand Identity – Perspectives, Levels & Prism.
Brand Personality, Brand Positioning, Brand Repositioning,
Brand Equity, Types of Branding – Product, Line, Range,
Umbrella & Endorsement Branding.
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C:\Users\Compaq\Desktop\Nadine\Icge\Session (5) Public Relations
- 1. PUBLIC RELATIONS Session Five The International Conference on Global Economy Marketing & Public Relations Council
- 2. PHILISOPHIES (LOOK AT THE BOARD )
- 3. SOCIALNOMICS?! THE SOCIAL MEDIA REVOLUTION Video
- 7. PUBLIC RELATIONS IS A CRUCIAL TOOL OF? Advertising Pricing Place Integrated Marketing Communication (IMC)
- 8. C- Integrated Marketing Communication (IMC)
- 9. PR AND ADVERTISING Public Relations Advertising Long term Short term Persuasion Informing the mass audience of the company’s product One way 2-way communication communication
- 11. PR AND ADVERTISING (C’NTD) Video
- 12. PUBLIC RELATIONS Measured Planned Scientific yet psychological Building a desired PERCEPTION What were the stages of perception again?
- 13. PUBLIC RELATIONS (C’NTD) Revolves around manipulating or developing a certain perception of the organization and the products or service on which it’s offering
- 14. FUNCTIONS OF PR Creating a positive image and reputation. Clearing name from a crisis/rumor. Encouraging RETENTION. Informing the public (including stakeholder)
- 15. WHAT IS THE DIFFERENCE BETWEEN A STAKEHOLDER AND A STOCKHOLDER?
- 16. EXAMPLES OF PR
- 18. SIGNIFICANCE OF PUBLIC RELATIONS The main aim of PR is to “lessen the gap between how an organization sees itself and how other external factors perceive it” PR initiates a sequence of behaviors from external forces which eventually benefits to the organization.
- 19. TOYOTA IN CRISIS Video
- 20. DIVIDE INTO FOUR TEAMS