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1. Types of advertising
marketers have to decide which type of ad will work best given their organizational and
marketing goals
Product advertising:
=Message focuses on specific good or service; most of the advertisements we see
are product advertisements
Institutional advertising
= promotes activities, personality or point of view of an organization or company or
can be used for recruitment purposes to attract potential employees to jobs
o Advocacy advertising: state firms position on an issue to sway public opinion
o Public service advertisement (PSAs): ads that media run free for charge;
promote non-profit organizations; e.g. discouraging drunk driving
Pro-bono basis: for free, advertising agencies usually take 1 or more public
service campaigns.
Retail and local advertising
= encourage customers to shop at specific store or use local service (informs us
about shop hurs, location and products)
Consumer generated advertising:
Generation C, consumer generated content such as that included in blogs is
building on the web. - Encourage customers to contribute to next advertising
campaign.
Putting content in the hands of consumers is risky.
Ex: Loral: You make the commercial
No perfect medium for advertising depends on the specific target audience, the
objective of the message and the budget Need to match up the profile of the target
market with specific media vehicles.
No laughing matter
Televisions: advertising rates are determined by how many viewers their programming
attracts
Magazines and newspapers: try to boost circulation in order to charge higher rater to
their advertising clients
3. Public Relations
Marketers use PR activities to influence the attitudes and perceptions of various groups
not only towards companies and brands but also towards politician, celebrities and not-for-
profit organizations.
Basic rules of goods PR= Doing something good and talk about it.
- PR: communication function that seeks to build good relationships with an
organizations publics; all stakeholders
When PR messages are placed successfully they are more credible than if the same
information appeared
in a paid advertisement
Crucial to an organizations ability to establish hand maintain a favorable image
proactive PR
- Publicity: unpaid communication about an organization thats gets media exposure
create awareness about a product or an event
Internet has expanded the capabilities of the traditional PR testimonials from
customers, new product announcements and respond quickly to important event or crisis