Professional Documents
Culture Documents
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
Need to match up the profile of the target market with specific media vehicles.
- 1) new media: Internet advertising: (gives marketers the ability to reach customers
in new and exciting ways).
o Advantages:
New ways to finely target customers
How are people responding to online message?
Can be interactive
o Specific forms:
Banners: most popular; although effectiveness remains in question
Buttons
Search engine and directory listing
Pop-up ads
E-mail
Permission marketing: gives consumer power to opt in or out
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.
- 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
o When PR messages are placed successfully they are more credible than if the
same information appeared in a paid advertisement
- Publicity: unpaid communication about an organization thats gets media exposure
o Objectives of public relations
Companies that practice IMC know that PR strategies are best used in concert with
advertising, sales promotion and personnel selling to send consistent message to
customers and other stakeholders. As part of IMC plan, PR is often used to accomplish the
following objectives:
o Introducing new products to manufacturers
o Introducing new products to customer
o Influencing government legislation
o Enhancing the image of an organization
o Enhancing image of city, region or country
o Crisis management
o Calling attention to a firms involvement with community