chapter 18 salazar, jose antonio

Chapter 18

Mass Communications

Jose Antonio L. Salazar 4 February 2014

Agenda

I. Advertising

II. Events and Experiences

III. Public Relations

I. Advertising

Advertising Objectives

Advertising Campaign Development

Message generation and evaluation

Legal and social issues

Creative development and execution

Reach

Impact

Frequency

Exposure

Target audience

Message characteristics

Cost

Advertising Effectives

Communication effect research

Sales effect research

II. Events and Experiences

Customer Experience Management: Experience Providers

Environments

Objectives of Sponsoring Events

1. Increase brand awareness

2. Create or reinforce consumer perceptions of key brand image associations

3. Enhance corporate image

4. Create experiences and evoke feelings

5. Express commitment to community

6. Entertain key clients or reward employees

7. Permit merchandising or promotional opportunities

Steps in the CEM Framework

Analyze the customer’s experiential world

Engage in continuous innovation

Structure the customer interface

Design the brand experience

Build the experiential platform

III. Public Relations

Marketing Public Relations

News

Events / Speeches

Sponsorships

Public Service Activities

Identity Media

Functions of Public Relations

1. Press relations

2. Product publicity

3. Corporate communications

4. Lobbying

5. Counseling

Decisions in Marketing PR

Establish objectives

Evaluate results

Implement

Choose vehicles

Choose message

“Obtain and maintain sound customer relations to promote ideas, products and services.”