adv 206 spring 14 class 20 pr promo
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ADVERTISING PRACTICE IN A
DIVERSE SOCIETY
Discussion 19
The two Ps
April 15, 2014
Name tags out
Cell phones off
Situational Analysis and Media Plan due
About your creative presentation Remember, you’re an agency !!! How would an agency pitch creative? Formats for creative – stick fi gures are OK Rehearse
Evaluations For this course For your team
HOUSEKEEPING
BEND ME, SHAPE ME ANY WAY YOU WANT ME
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Shaping opinion
Shaping behavior
PR AND PROMO
ALL ABOUTSHAPING
Shaping opinion
WHATWORDS ARE THE
MOST CHILLING FOR A CORPORATE EXECUTIVE TO
HEAR?
How would you define Public Relations?
PUBLIC RELATIONS
Public relations is the management function that establishes and maintains mutually benefi cial relationships between an organization and the publics on whom its success or failure depends.
Publics are all the groups of people with which an organization interacts: employees, members, local communities, shareholders, customers and institutions
PR is a tactical function; PR staff produce a variety of communication tools to achieve corporate image and information objectives
And, PR is a strategic management function that monitors public opinion and advises senior corporate managers on how to achieve positive relationships with various audiences
PR BY THE BOOK
Public relations is the management function that establishes and maintains mutually beneficial relationships between an organization and the publics on whom its success or failure depends.
“…public relations and public aff airs are probably higher up on the CEO’s agenda than advertising, marketing research, or other forms of specialist communication.”
PR BY THE BOOK
WHY IS PUBLIC RELATIONS SO IMPORTANT?
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Public opinion refers to what people think; their beliefs based on perceptions or evaluations of events, people, institutions, or products.
THE IMPORTANCE OF PUBLIC OPINION
Public opinion and corporate reputation are connected – Reputation = goodwill, integrity and trust
Public goodwill is a company’s greatest asset; it is the job of public relations to create it and maintain it.
Integrity is not just about having a positive image, it’s a result of a company’s actual behavior.
Oftentimes, public relations is the conscience of the company, with the objective of building trust and maintaining the organization’s integrity.
THE IMPORTANCE OF PUBLIC OPINION
Goodwill (1) : the favor or advantage that a business has acquired especially through its brands and its good reputation (2) : the value of projected earnings increases of a business especially as part of its purchase price (3) : the excess of the purchase price of a company over its book value which represents the value of goodwill as an intangible asset for accounting purposes
Integrity: adherence to moral and ethical principles; soundness of moral character; honesty.
PR AND ADVERTISING:
WHAT’S THE DIFFERENCE?
Viewpoint
PR VS. ADVERTISING
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Media usage; gatekeepers
PR VS. ADVERTISING
Control
PR VS. ADVERTISING
Credibility
PR VS. ADVERTISING
Preparation and messaging
PR VS. ADVERTISING
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Media relationsEmployee relationsFinancial or investor relationsPublic aff airs, issues management
THE TYPES OF PUBLIC RELATIONS
Media relationsEmployee relationsFinancial or investor relationsPublic aff airs, issues managementReputation managementCrisis communications
THE TYPES OF PUBLIC RELATIONS
Media relationsEmployee relationsFinancial or investor relationsPublic aff airs, issues managementReputation managementCrisis communicationsCause relatedSocial media monitoring and messaging
THE TYPES OF PUBLIC RELATIONS
THE TOOLS OF PUBLIC RELATIONS
ONE FABULOUS EXAMPLE
WHAT WAS NOVEMBER 30, 2013?
WHAT WAS NOVEMBER 30, 2013?
THE BIG PR IDEA
SMALL BUSINESS SATURDAY
SMALL BUSINESS SATURDAY
Local press scan here
SMALL BUSINESS SATURDAY
SMALL BUSINESS SATURDAY
http://prsany.org/downloads/BigAppleAwards2013/small_business_saturday__mbooth.pdf
Shaping behavior
PROMOTION
A BOGO is one of many promotion types
WHAT’S A BOGO? What would
be more likely to
stimulate trial…a BOGO
or 30% off one.
The media and non-media marketing pressure applied for a predetermined, limited period of time at the level of consumer, retailer, or wholesaler in order to stimulate trial, increase consumer demand, or improve product availability.
Sales promotion: increasing the value of its product or brand by off ering an extra incentive to purchase it.
Designed to encourage action.
Sales promotion is primarily designed to motivate people to act by off ering incentives.
PROMOTION BY THE BOOK
TRIAL Get you to try something the first time
RETRIAL Get you to try something that’s been improved
REPEAT PURCHASE Get you to go back and buy it again
MULTIPLE PURCHASE Get you to buy 2 packages instead of just one
PURCHASE FREQUENCY Get you to buy it every week
TRADE UP Get you to buy a larger sized package
USAGE Get you to use the product up faster, or use it in new ways
LOYALTY Keep you buying the brand in the face of strong competition; rewarding
you for being a loyal customer
PROMOTION OBJECTIVES
Consumer promotions:
Price deals
BESIDE A BOGO
Broader view
Consumer promotions:
Premiums
BESIDE A BOGO
Consumer promotions:
Refunds and rebates
BESIDE A BOGO
Consumer promotions:
Coupons
BESIDE A BOGO
Consumer promotions:
Sampling
BESIDE A BOGO
Consumer promotions:
Sweepstakes
BESIDE A BOGO
BESIDE A BOGO
Consumer promotions:
Sweepstakes
Trade promotions:
Targeted volume building
BESIDE A BOGO
Trade promotions:
Channel events
BESIDE A BOGO
Multiplatform and multi-discipline
A study in integrating PR and promotion
BESIDE A BOGO
Multiplatform and multi-discipline
A study in integrating PR and promotion
BESIDE A BOGO
Multiplatform and multi-discipline
A study in integrating PR and promotion
BESIDE A BOGO
Multiplatform and multi-discipline
A study in integrating PR and promotion
BESIDE A BOGO
Also, a significant amount of social media…posting and sharing.
Over 200 print, online & radio segments in just 23 days
200 million+ Media ImpressionsPrint coverage in 4 of the top 5 DMAsWidespread national media coverage
ESPN.com, USAToday,com, AP, Yahoo Sports, GolfWeek, Golf.com, LA Times, New York Times
Regional Radio (7) ESPN 1080 Leaderboard Radio -- Troy Merritt -- 10/25, 10/29, 11/1,
11/8, Steve Powell – 11/1, 11/8 ESPN Beat of Sports – Steve Powell, 11/8
National Radio (4) Peter Kessler Show XM Radio – Troy Merritt, 11/1 Matt Adams Show XM Radio – Steve Powell, 11/8 Matt McKay, The Elevated Tee on KSPI920 - Steve Powell, 11/7 John Abernoth, “Hooked on Golf” - Steve Powell, 11/6
RESULTS (A TYPICAL MONTH)
Public relations is critically important to brands because it shapes public opinion, and in many cases public action
PR is growing in importance because it is versatile and can yield huge amounts of “free ink”
Promotion drives action…behavior that typically results in a brand experience or a sale.
KEY TAKEAWAYS
Single most important point
PR AND PROMOTION – REMEMBER THAT
THESE AND MOST EVERYTHING WE DO IN IMC SHAPES THE WAY PEOPLE THINK,
FEEL AND ACT.
THIS IS VERY POWERFUL.
Read Chapter 16
Work your creative brief and creative presentationClass presentations 4/22 and 4/24Presentation schedule posted on BBFinal delivery of creative due 4/24 end of day
Final exam on 5/2 covering Chapters 11 – 17, class presentations, assigned readings and guest presentationsLook for study guide on BB by 4/21
BE PREPARED