Download - 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.”