...Advertising and Public Relations 1) Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor is called ________. A) sales promotion B) direct marketing C) advertising D) personal selling E) public relations Answer: C Diff: 2 Page Ref: 430 Skill: Concept Objective: 15-1 2) A company's total marketing communications package consists of a special blend of advertising, sales promotion, public relations, personal selling, and direct-marketing tools that the company uses to communicate customer value and build customer relationships. This is also called ________. A) the communications method B) integrated marketing C) the promotion mix D) competitive marketing E) target marketing Answer: C Diff: 1 Page Ref: 428 Skill: Concept Objective: 15-1 3) According to the opening scenario, GEICO has become the fourth-largest insurance company by ________. A) integrating humor and creativity into its minicampaigns B) targeting a niche market of people with exceptional driving records C) offering cost savings directly to customers without sales personnel D) marketing its product through creative print ads in major magazines E) creating a website that is appealing to both young and old drivers Answer: A Diff: 3 Page Ref: 428 Skill: Concept Objective: 15-1 4) All of the following are important decisions during the process of developing an advertising program EXCEPT ________. A) setting advertising...
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...It goes without saying that Advertising and Public relations are indispensable for any Company. In this Age of Information, the way an organization controls its flow of information can become the differentiating factor between success and failure. Case in point, one of the first steps that Goldman Sachs took after being in the news for all the wrong reasons for months was to appoint a seasoned person as its PR honcho. Similarly, the 2010 BP oil spill crisis was exacerbated by its disastrous PR. As for an effective advertising campaign, who doesn’t remember the way Pepsi trumped the official sponsor Coca Cola with its Nothing Official about it campaign in 1996? Such is the importance of Advertising and Public Relations that it has become a requirement for all public figures- politicians, celebrities, media personalities etc. Narendra Modi is as savvy at administrating as he is at PR. And in 1998, who would have thought that a few years down the line, Bill Clinton would become one of the most sought after speakers? Having worked in the Public Relations space for over a year now, my erstwhile passive interest in Advertising and Public Relations has evolved into a genuine desire to gain all possible knowledge, information and experience related to this field. It excites me, piques my interest and is something that I do not consider to be merely a subject to be studied or a job to be done-but rather as knowledge that will become the catalyst for a career which will be exciting and...
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...Case Study Questions: 1. What is the difference between a pull and a push strategy? Which of these strategies did the Fred Astaire Super Bowl campaign exemplify? According to Week 6 lecture notes: “Consumer Sales Promotions use Pull Strategies, which means "The use of incentives to motivate end users to purchase a brand and thus pressure retailers to stock that brand." This consumer demand then pulls the product through the distribution channel. Trade Promotions use Push Strategies, which means "The use of incentives to motivate the buying and reselling of products." These strategies push the product through the distribution channel.” The case study clips actually state that “The Astaire campaign was designed to pull Dirt Devil products through traditional indirect distribution channels.” Not only did it have the 45 seconds of air time that was memorable to create the buzz about the product but it gained added publicity through the “200 television stories and a 1100 printed articles, giving Dirt Devil an estimated $5 million worth of total publicity from the Superbowl campaign.” This was a definite positive use of MC to create brand recognition and motivate the end user to purchase the product. b) In your opinion, why was this successful campaign? It was a successful campaign for two reasons: 1) Dirt Devil used the power of the media to create the buzz about its new product. By having air time during the Superbowl you are actually...
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...chance in its quest to host the 2008 Olympic Games. After narrowly losing its 1993 hosting bid, the Chinese government hired several public relations (PR) firms and consultants, including U.S.-based Weber Shandwick and Bell Pottinger, a British firm. The investment in PR paid off: The International Olympics Committee named China as the host of the 2008 games. In addition to targeting the Chinese government, activists also set their sights on Carrefour, Coca-Cola, Lenovo, McDonald’s, and other global companies that spent tens of millions of dollars on advertising and public relations campaigns associated with the Games and the Olympic torch relay. These A-list Olympics sponsors were forced to take a proactive approach to PR as well. Adidas is the second largest world seller of sport shoes, after Nike. Adidas’ advertising campaigns usually involves famous names in sport. Adidas is trying to unseat Nike from the position of industry leader by launching the new Adidas 1 which is said to be an “intelligent shoe” and by involving David Beckham, a famous football (soccer) player, in its advertisements. 1. Why did the Chinese government hire a Western public relations firm to work on the 2008 Beijing Olympics? 2. Why do protesters and activists target events such as the Olympics? 3. Does the opportunity to reach a global audience by advertising during the Olympics offset the potential for bad publicity? 4. Do you think the companies identified in this case did a good job...
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...INVESTMENT OPPORTUNITIES and ROLES OF PUBLIC RELATIONS AND ADVERTISING IN INVESTMENT PROMOTION IN NIGERIA By Ciboh Comfort Msughter DEPARTMENT OF MASS COMMUNICATION FACULTY OF SOCIAL SCIENCES BENUE STATE UNIVERSITY MAKURDI NIGERIA Nigeria has attractive environment for investment because Nigeria is a large market and the second largest economy in the continent. Investment in real estate The high demand for houses and limited availability of it has led to exorbitant cost of land and houses. This has made real estate investment opportunity more lucrative for investors. Agriculture The agricultural potential of Nigeria is barely being tapped and investment opportunities exist in seed production and distribution, fertilizer production and distribution, machinery and equipment, livestock and poultry, food processing Solid minerals Opportunities exist for the exploitation and export of natural gas, bitumen, limestone, coal, tin, columbite, gold, silver, lead-zinc, gypsum, glass sands, clays, asbestos, graphite, and iron ore, among others Power sector The power sector reform has moved the sector from the position of government ownership/management to a private-sector driven. Investment opportunities exist for power generation (gas, hydro, coal, wind, solar, etc) for local and foreign investors to build, own and operate and/or transfer independent electricity. Oil and gas sector Foreign and domestic investors are being encouraged through improved...
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...Has banking deregulation contributed to the current economic crisis and if so how? Can advertising (or) marketing (or) public relations help restore trust in the banks? Most of the world has been affected by what has been called the global recession. Banking deregulation is undeniably the main cause of the financial crisis. This essay is going to demonstrate why this is by covering key events, which have lead to the crisis, and highlighting some possible marketing solutions to the trust issue that has resulted from it. The Great Depression in the 1930s provoked the US government to introduce new regulations in order to reform banks and ensure that there would never be another crisis of its type again. These reforms came under the name of the banking act of 1933, commonly referred to as the Glass-Steagle act. Crucially most of the new laws meant that retail and investment banks were to be kept separate and investments could not be made if a return was unlikely. However, over 50 years later these laws became more relaxed as the banks were always pushing to be privatized, as they knew they would be able to make more money (Robert Weissman, 2009). It was then believed that the financial world had changed so much since the Great Depression that the regulatory rules were outdated and that the banks would be able to manage themselves, the decision was also influenced by $300 million of lobbying (PBS, 2003). The Glass-Steagle act was revoked in 1999 by president Clinton, this removed...
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...Impact of Public Relation on Marketing Promotion Activities Abstract: Advertisement is one of the most popular media for marketing of products all over the world. Companies allocate and spend huge amount of money on advertisement to inform and attract customers. But advertising is losing its effectiveness because of growing advertising clutter, the increasing number of channels, the availability of zapping mechanisms, and reduced watching of television by certain groups. In promoting the products or services as well as companies concerned, the major challenge today is getting people's attention. As a result, market experts are considering other methods of getting consumer attentions. Now consumers are pressed for time, and many work hard to avoid advertising messages. Companies are facing challenges to find new ways to capture consumer’s attention and public relations can play a growing role within the marketing promotional mix to build and maintain brands. Consumers are now learning about products and brands through means other than advertising and in this context public relations are gaining momentum. Even public relations can establish and maintain a positive image of the company among its various stakeholders. This reality is consistent with our perception that public relation is an important part of the Integrated Marketing Communication(IMC) process, contributing in its own way but also in a way consistent with marketing goals. This study attempts to find out comparative...
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...CHAPTER 16 ADVERTISING, SALES PROMOTION, AND PUBLIC RELATIONS |I. |LOOKING AHEAD: PREVIEWING THE CONCEPTS | | | | | | | |II. |ADVERTISING | | | | | | | |A. |Setting Advertising Objectives | | | | | | | |1. |Informative advertising | |2. |Persuasive advertising ...
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...Advertising and publicity are two very different communication tools, even though both employ the mass media as a vehicle for reaching large audiences. • Traditionally, most marketers placed heavy reliance on advertising and only occasionally used publicity. • On the other hand, public relations practitioners have primarily relied on publicity--or, as they sometimes prefer to call it, media relations--and only rarely used advertising. This does not mean that advertising should be seen only as a marketing tool and that publicity should be seen only as a public relations tool. Thoughtfully used, both tools are valuable for both functions. Advertising buys its way into the media. An advertiser purchases air time on a broadcast medium or page space in a print medium and then uses that media time/space to deliver whatever persuasive messages the advertiser chooses to the media's audiences. Presumably, a smart advertiser will purchase ad space in only those media whose audiences are known to be consistent with the target audiences the advertiser wants to reach. • Most often, advertising messages are inducements to purchase a product. • However, advertising space can be used for non-product oriented messages. o "Adver-torials," for instance, are advertising messages which take sides and present a specific view or opinion about public issues. o "Image ads" are those which provide favorable information about an organization and its policies that would not normally be considered...
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...of advertising, public relations, personal selling, sales promotion, and direct marketing tools that the company uses to persuasively communicate customer value and build customer relationships. THE FIVE MAJOR PROMOTION TOOLS The Nature of each Promotion Tool ADVERTISING Each promotion tool has unique characteristics and costs. Marketers must understand these characteristics in shaping the promotion mix. Advertising: Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor. For example, advertising includes broadcast, print, Internet, mobile, outdoor, and other forms. Advertising Objectives The first step is to set advertising objectives. These objectives should be based on past decisions about the target market, positioning and marketing mix, which define the job that advertising must do in the total marketing program. An advertising objective is a specific communication task to be accomplished with a specific target audience during a specific period of time. Advertising objectives can be classified by primary purpose – whether the aim is to inform, persuade or remind. Informative advertising – this advertising is used to inform consumer about a new product or feature or to build primary demand. Persuasive advertising – this type of advertising is used to build selective demand for a brand by persuading consumers that it offers the best quality for their money. Some persuasive advertising has...
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...Humanities MA Media and Communication Specializations: – Media Management – Advertising and Public Relations University of Management and Technology C-II, Johar Town Lahore-54770, Pakistan Tel: 92 42 35212801-10 Fax: 92 42 35212819 Email: info@umt.edu.pk University of Management and Technology www.umt.edu.pk School of Social Sciences and Humanities School of Social Sciences and Humanities Career Opportunities After graduating from UMT, you are likely to find employment opportunities in the following areas: – – – – – – Editorial positions at press, broadcast and web media outlets Managerial positions in media Public relation firms or PR departments of corporations Advertising agencies Establishing new businesses Teaching or researching mass communication Admission requirement – Graduation from an HEC recognized University with minimum 45% marks – Interview Introduction Media is becoming one of the growing industries in our country. In last decade (2000-2010) Mass Media has emerged as a new socio-political and socio-economic force which is supporting the process of required change in society. Media is enhancing its role tremendously to promote democracy, making sure good governance and monitoring malpractices. A large number of media organizations have been established and many plans are in the pipeline. Other dimensions of mass communication like Advertising, Public Relations and Development Communication are rising rapidly as growing job-oriented avenues...
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...Management Occupations: Advertising, Marketing, Promotions, Public Relations, and Sales Managers. (2010). Occupational Outlook Handbook, 32-35. Public relations managers. Public relations managers plan and direct public relations programs designed to create and maintain a favorable public image for the employer or client. For example, they might write press releases or sponsor corporate events to help maintain and improve the image and identity of the company or client. They also help to clarify the organization’s point of view to their main constituency. They observe social, economic, and political trends that might ultimately affect the firm, and they make recommendations to enhance the firm’s image on the basis of those trends. Public relations managers often specialize in a specific area, such as crisis management, or in a specific industry, such as healthcare. In large organizations, public relations managers may supervise a staff of public relations specialists. (See the Handbook statement on public relations specialists.) They also work with advertising and marketing staffs to make sure that the advertising campaigns are compatible with the image the company or client is trying to portray. In addition, public relations managers may handle internal company communications, such as company newsletters, and may help financial managers produce company reports. They may assist company executives in drafting speeches, arranging interviews, and maintaining...
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...the act of advertising a good or services with the short/long term goal of increasing sales. FOUR FACTORS WHICH MARKETING DECISIONS MAKING WITH REGARD TO PROMOTION: 1.) THE PROMOTION BUDGET AVAILABLE The amount of money available for promotion is the real determinant of the mix. BIG companies can make greater and more effective use of advertising than firms with limited resources. Small businesses rely on personal selling dealer displays. 2.) THE NATURE OF THE MARKET The influence of the nature of a company’s market is affected by the Geographic scope of the market, its concentration and type of customers and nature of competition. 3.) THE NATURE OF THE PRODUCT Consumer product and industrial goods frequently require different strategies. For instance, firms marketing convenience goods will rely heavily on manufacturer’s advertising, plus emphasis on dealers display. Personal selling plays a minor role, for industrial Goods such as machinery. 4.) THE STAGE OF THE PRODUCT PROMOTION’S LIFE CYCLE AND THE TARGET PROMOTION PRODUCT LIFE CYCLE (CPLC) – the course of a product’s sales and profit over its lifetime. Every product seem to go to PLC –it is born, goes through several phrases, and eventually dies as younger products come along that better suit and serve the consumer needs. METHODS USED TO PROMOTE A PRODUCT: A. ADVERTISING Is a tool that is available for everyone to use. Presentation and promotion ideas, goods, or services. ADVERTISING is MULTIDIMENSIONAL...
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...right and wrong. Another may say it has to do with that law of the land. In fact there are many interpretations and definitions for ethics. In Corporate Communications there is a totally different set of code of ethics. The standards for professional communicators are similar to each other and they also have their differences in relation to their actual profession. I am going to compare and contrast the different codes of the major associations of professional communications. I am going to discuss one from the Journalist profession: The Society of Professional Journalist (SPJ), Public relations and information: Public Relations Society of America (PRSA) and the business profession: American Advertising Federation (AAF). All three of these have some of the same basic codes for example: respect, truth, accountability, honesty and avoiding conflicts of interest. Any member of The Society of Professional Journalist believe the public has a right to know of any events or issues in the world. They believe that this is the “forerunner of justice and the foundation of democracy” (Unit 4). All journalists look for the truth and then let the public know about it. The Society of Professional Journalist minimizes harm, act independently and be accountable. There is no stereotyping of any kind allowed. Any ethical The Society of Professional Journalist will treat all informants, co-workers or the subject at hand with respect as we are all deserving of it as human beings. Any...
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...Assignment 15 Study module 15 Discussing the Concepts 1. List the primary types of advertising objectives and discuss the kinds of advertising used to achieve each type. There are three primary types of advertising objectives. - Informative advertising. It is used for introducing new product category. Its objectives include: telling the market about new product, explaining the product, communicating customer value, building a image for a brand and a company, describing services and support and etc. - Persuasive advertising. Here the objective is to build selective demand. Objectives include: changing customers’ perceptions of value, encouraging switching to a brand, persuading to purchase the product, and to tell others about the product and brand. It became popular to compare ones products with another companies/organizations in a direct or indirect way. - Reminder advertising. It’s designed to keep consumers thinking about the product and to maintain customer relationships. The objectives are: maintaining customer relationships, reminding the consumers where to buy the product, to keep the product in customer’s mind during off-seasons. The type of advertising can be used: TV ads, newspaper/print ads, 2. Name and describe five of the many execution styles advertisers use when developing ads. For each execution style, describe a television commercial using that style. 1) Lifestyle – Shows how products fit into a particular lifestyle...
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