Beruflich Dokumente
Kultur Dokumente
Product Adv.
Corporate Adv.
Ins+tu+onal
Adver+sing
Advocacy Adv.
Public
Service
Adv.
Product Adv
Types
of
Adver+sing
Retail
and
Local
Adv.
Corporate
Adv.
To
promote
the
ac+vi+es,
Personality,
or
point
of
view
of
a
company
Advocacy Adv.
Ins+tu+onal Adver+sing
Limited-service
agency
Full-service
agency
Adver+sing
Agencies
Account
management
Crea+ve
services
Adver<sing
agencies
employ
specialists
who
perform
a
variety
Research
and
marke+ng
services
of
func<ons:
Media
planning
Advertising is
manipulative
Advertising is deceptive
and untruthful
Advertising is offensive
and in bad taste
Advertising creates and
perpetuates stereotypes
Advertising causes
people to buy things that
they dont really need
LO 2:
DEVELOPING
ADVERTISING
CAMPAIGN
STEP ONE:
UNDERSTAND
TARGET
AUDIENCE
STEP FOUR:
PRETEST WHAT
THE ADS WILL SAY
Pretesting: A RESEARCH METHOD THAT SEEKS TO
MINIMIZE MISTAKES BY GETTING CONSUMERS REACT
TO AD MESSAGES BEFORE THEY APPEAR IN THE
MEDIA
Digital media:
Owned (internet sites, official Twitter account), paid (placing
ads, sponsorships), and earned media (word of mouth)
Website (banners, pop-up ad, search engines, e-mail advertising)
Mobile: communicated to consumers via a handset
Video-sharing (Youtube), vlogs (videos shared on internet)
Branded entertainment:
marketers integrate
products to entertainment
venues
Advergaming: brand
placements in video
games
Media scheduling: the plan that specifies the exact media to use and
when to use it
Reach: percentage of target market that will be exposed to media vehicle
Frequency: average number of times a person in the target group will be
exposed to the message
Gross rating points (GRP): comparing effectiveness of different media
vehicles (average reach x frequency)
Cost per thousand (CPM): compare cost effectiveness (cost to deliver a
message to 1000 people or homes)
L.O.3
Public Rela+ons
PR.
Publicity
:
Proac+ve
ac+vi+es,
form
of
unpaid
communica+on
about
an
organiza+on
that
appears
in
the
mass
media,
oUen
use
to
support
other
ac+vi+es
(such
as
marke+ng).
Crisis
Management
:
process
to
get
back
the
good
reputa+on
back,
PR
took
a
crucial
part
if
nega+ve
ac+vi+es
threatened
the
rms
image.
PLANNING
a
PR
Campaign
A
coordinated
eort
to
communicate
with
one
or
more
of
the
rms
publics.
Developing PR objectives
Several objectives exist
Executing PR objectives
A variety of actions can be used
Evaluating PR objectives
Public Rela+ons
Objec<ves
Ac<vi<es
PR
TACTICS
Press releases (various forms)
Internal PR and External Stakeholder
Investor relations
Lobbying
Press
Release
Informa<on
that
an
organiza<on
distributes
to
the
media
intended
to
win
publicity.
Timely
topics,
deal
with
topics
in
the
new
Research
project
stories,
published
by
universi+es
to
highlight
breakthroughs
Consumer
informa7on
releases,
provide
informa+on
to
help
consumers
make
product
decisions
I
:
PR
ac+vi+es
aimed
at
employees
of
an
organiza+on.
E
:
PR
ac+vi+es
aimed
outsides
the
organiza+on.
Guerrilla
Marke+ng
guerrilla
marke<ng
Marke+ng
ac+vity
in
which
a
rm
ambushes
consumers
with
promo+onal
content
in
places
they
are
not
expec+ng
to
encounter
this
kind
of
ac+vity.
LO. 4