c


 


Ơ[Advertising, marketing and lobbying]Ʀcontribute to
an overall public relations program. These techniques
add strategic power to the aim of public relations.ơ
Bagin & Fulginiti on p. 135
 ¢ntegrated Communication

Ä PR, advertising and marketing often join

forces to integrate an organizationƞs
messages to key publics.
 Advertising and Public Relations

Ä PR conditions the market for the

advertising message.
Ä ¢t also contributes to image and name
recognition.
Ä Advertising focuses on a single Ơbuyơ
message.
 PR Versus Advertising
PR Advertising
ÄEarned publicity ÄPaid for
ÄLacks control of MAC ÄControl of MAC

Ä3rd party credibility ÄLack of 3rd party

ÄChanges attitudes credibility

ÄMessage filtered by ÄPromotes a product line

media (uncontrolled) ÄMessage unfiltered

(controlled)
 PR & Advertising

Ä The fields are closely related.

Ä Effective practitioners use techniques from
both to produce comprehensive
communication programs.
shen considering advertisingƦ

Ä Purpose of the communication.

Ä Audience knowledge.
Ä Type of message.
Ä Available resources.
Ä Control, Media Use & Credibility.
 Types of Adverising

Ä Brand
Ä Retail
Ä Directory
Ä Political
Ä ¢nstitutional
Ä Business--to business
Business
Ä Direct Marketing
 Brand Advertising

Ä Name or symbol used to identify a product

or service and distinguish it from the
competition.
Ä Time saver for consumers.
Ä Slogans.
 ¢nstitutional Advertising

Ä ¢mage or corporate advertising.

Ä ¢nstead of a product, a corporate identity.
 PR Advertising
Ä Assists with advocacy, image, persuasion
and public information.
Ä Develop awareness of an org and its
activities.
Ä Tie a product line together.
Ä ¢mprove consumer relations.
Ä ¢mprove the organizationƞs image.
Ä Take a stand on a public issue.
 Types of PR Advertising
Ä Advocacy/¢ssue: seeks to change PO about an
issue or organization.
Ä House Ad: internal publication.
Ä Cooperative Ad: two orgs.
Ä Cause--related marketing or sponsorship: event.
Cause
Ä ¢nstitutional: image.
Ä PSA: non-
non-commercial commercial.
Ä ¢nfomercial/Advertorial: a longer ad in the form
of a program or story.
 SsOT

Ä StrengthsƜseaknesses
StrengthsƜ seaknessesƜ ƜOpportunitiesƜ
OpportunitiesƜ
Threats Analysis
Ä Profile of target audience
Ä ¢ndustry trends
Ä Analysis of the product line or issue
Ä Competitive environment
 Situation Analysis

Ä Advertising objectives
Ä Concise description of target audience
Ä Unique Selling Proposition (USP)
Ä ¢nformation on product positioning
 USP

Ä Characteristic that differentiates a generic

productƞs organization from organizations
. marketing similar products.
Ä e.g. ƠDouble Your Pleasure, Double Your
Fun, Doublemint, Doublemint,
Doublemint, Gum.ơ
 Creative Plan

Ä List of features and benefits to stimulate

creative thinking focusing on target
audience, preferences and motivators.
 Media Plan
Ä Analysis of competition.
Ä Budget.
Ä Competitive spending.
Ä Geographic distribution (local, regional,
national).
Ä Media mix (channels, seasonality, timing).
 Reach, Frequency, CPM

Ä Reach: how many target audience

members a medium reaches.
Ä Frequency: number of times an audience
is exposed to a media vehicle in a
specified time span.
Ä CPM: cost per thousand.
 Types of Media
Traditional Nontraditional
ÄTV ÄVideo Games
ÄRadio
ÄGuerilla
ÄNewspapers
Äsebisodes (10-
(10-18% of
ÄMagazines
consumer media time is
ÄOutdoor
on the web)
ÄTransit
ÄBeach
ÄDirectMail
ÄStreet Furniture
ÄSpecialty (trade show
items)
ÄPOP Displays
 Evaluation Tools
Ä Recall Tests: target audience members
asked what they recall about ad.
Ä Recognition Tests: shown ad and asked
if they remember it.
Ä Persuasion Tests: measures consumersƞ
intention and attitude change.
Ä Behavioral Changes: will the audience
act?
 Marketing

Ä AMA 2004 definition:

Ä ƠAn organizational function and a set of
processes for creating, communicating,
and delivering value to customers and for
managing customer relationships in ways
that benefit the organization and its
stakeholders.ơ
 How Theyƞre Different

Ä PR: Management process whose goal is to

attain and maintain accord and positive
behaviors among social groupings on
which an organization depends to achieve
its mission. ¢tƞs fundamental responsibility
is to build and maintain a hospitable
environment for the organization.
 Marketing

Ä The management process whose goal is to

attract and satisfy customers (or clients)
on a long-
long-term basis to achieve an
organizationƞs economic objectives. ¢tƞs
fundamental responsibility is to build and
maintain a market for an organizationƞs
product or product and services.
 ¢ntegrated Communication or
¢ntegrated Marketing Communications
Ä Attempt to reach organizationsƞ publics by
combining public relations, marketing and
advertising into an integrated program.
Ä ACCC: College Relations with marketing
underneath.
 Publicity is better brand builder
Ä Product publicity better at branding than
advertising.
 Lobbying

Ä Grass roots efforts mobilizing public

relations and other communication tactics
to research, analyze, and influence
regulatory proposals and legislation.
 Lobbying Tips

Ä Legislators are more apt to do things for

people they like and trust.
Ä Lobbyists need to be credible, reliable,
loyal and empathetic.
Ä Use a soft sell approach. Donƞt push too
hard. Be willing to compromise.