MKTG 123 Exam 3 Study Guide (Sac State, Profe

Paid Media

Media you pay for; primary format is advertising. You can control the content, size, placement, reach, frequency and guarantee the benefits associated with a placement. Combination of advertising and editorial content

Owned Media

You control the content, Less costly than paid media, and versatile for reaching niche audiences. Examples include media channels that you own and operate such as websites, mobile sites, blogs, Twitter accounts, YouTube channels, Facebook pages, and other social media platforms.

Earned Media

Objective reporters are persuaded to write favorably about your organization; translates into positive publicity. Legacy public relations "third party endorsement."

Objectivity

Fairness with the intention of remaining neutral.

Advertising

A subset of marketing where you pay to place a message in media formats. Costs money, guarantees content, size, location, reach, and frequency while publicity does not.

Publicity

More powerful than advertising because it is "earned" by dealing directly with the media. Costs time and effort, appears as news so it carries a third-party endorsement.

Sponsored Content

A blurring of the lines between earned publicity and paid advertising.

Marketing

Selling a service or product through pricing, distribution, and promotion.

Public Relations

The marketing of an organization and the use of unbiased, objective, third-party endorsement to relay information about that organization’s products and practices. Establishes credibility and tells a comprehensive brand story.

Product Publicity

Press coverage to inform the public of a product. Introduce a new product, eliminate distribution problems, small budgets, explain product, tie product to representative.

Third-Party Endorsement

• Tacit support of objective third-party observer

• Advertising perceived as self-serving

• Publicity carries no stigma

• News is more trustworthy than advertising from a nonobjective sponsor

• Bloggers may be sponsored; print editors sensitive to product placements

Native Advertising

Content authored by and paid for by public relations professionals placed in news site news columns, shoulder-to-shoulder with real news.

Law of Primacy

To establish a brand, be early

Public Relations Advertising

Marketing of an image vs. a product, also known as image advertising or issues advertising.

Cause-Related Marketing

Public relations sponsorships tied to philanthropy, Growing in the 21st century

In-Kind Promotions

A service, product, or other consideration is offered in exchange for publicity.

Social Media Marketing

Using social media to create “buzz” for a product.

Brand Integration

Integrate products into the fabric of what is being presented on the screen or in the song.

Product Placement

Inserting brand names into scenes and dialogue of novels, TV programs, movies, video games, and cartoons.

Buzz Marketing

Word-of-mouth marketing that enlists influencers or trendsetters.

Infomercials

Program-length commercials.

Importance of PR in Organizational Crisis

Counseling on actions and managing communication of an organization in crisis.

Crisis Management Insurance

Insurance that helps corporations pay for crisis management agencies to defend damaged brands.

Crisis

A situation of "unplanned visibility" that PR professionals must manage.

Factors Increasing Crises

Instant communications, round-the-clock social media, cable news, and tabloid journalism.

Issues Management

The capacity to understand, mobilize, and direct strategic planning and public relations skills toward meaningful participation in the creation of public policy. Strategic and policy planning functions coordinated.

Key Aspects of Issues Management

Anticipating emerging issues, identifying issues selectively, planning from the outside in.

Risk Communication

Taking scientific data related to health and environmental hazards and presenting them to the audience in understandable, meaningful way. Perception is reality.

Impact of Stress on Communication

When stressed, the ability to hear, understand, and remember diminishes.

Message-Mapping Steps

Identify stakeholders, determine specific concerns for each stakeholder group, analyze specific concerns to fit underlying general concerns, and conduct structured brainstorming. Assemble supporting facts and proof for each key message, ask outside experts to systematically test messages and plan delivery of resulting messages and supporting materials.

Message Map Requirements

Three key messages, seven to 12 words per message, three supporting facts for each message.

Crisis Definition

A situation that has reached a critical phase for which dramatic intervention is necessary to avoid major damage.

Warning Signs of Crisis

Unexpected, insufficient information, escalating events, loss of control, increased outside scrutiny, siege mentality, panic.

Planning for Crisis

Define the risk, describe mitigating actions, identify the cause, demonstrate responsible management, create a consistent message.

Crisis Communication 'Do's'

Be flexible, answer early, speak with one voice, be prepared to move without all the facts, squawk if you’re wronged, seek out your allies.

Crisis Communication 'Don'ts'

Don’t keep all communication channels open, don’t always make the CEO spokesman, don’t lean toward withholding info, don't ever lie.

Handling the Media During a Crisis

Setting up media headquarters, establishing media rules, speed triumphs.

Goals of Crisis Management

Terminate the crisis, limit the damage, restore credibility. Limit damage, terminate the crisis quickly, restore credibility

Social Media Crisis Management

Communicate well with mainstream media and monitor social media 24/7.

Pro of Paid Media

You can control the content, size, placement, reach, frequency and guarantee the benefits associated with a placement.

Con of Paid Media

Less credible than other forms of media, harder to ensure everyone will see, much less pay attention to or your ad. Less credible; harder to ensure everyone will see, much less pay attention to or act on, your ad.

Pro of Owned Media

You control the content, Less costly than paid media, and versatile for reaching niche audiences.

Con of Owned Media

Potential to not be trusted.

Pro of Earned Media

Most credible format.

Con of Earned Media

Risky due to less control over message. No guarantees efforts will result in positive publicity.

Print Media Challenges

Newspapers closed or cut back during the recession.

Everything Is Up for Sale meaning

Market values govern every sphere of life.

Traditional marketing

Builds brand awareness

Public Relations function

Establishes credibility and tells a comprehensive brand story.

Database Marketing

Touches consumers one-to-one.

Sales Promotion

Motivates them to action.

Clutter

Increased importance of public relations because of it.

Unique Mascots

GEICO’s gecko, The Jolly Green Giant, Burger King’s “King”, Ronald McDonald.

Advertising perception

Advertising perceived as self-serving

News Trust

News is more trustworthy than advertising.

Digital advertising

Fastest growing Ad category

Emerging Ad Technology

Mobile marketing is emerging.

Issues Management functions

Strategic and policy planning functions coordinated.

Issues Management actions

Anticipate, Identify, Deal, Plan, Bottom-line.

Risk communication beginning

Perception is reality.

How do public relations and advertising differ?

Advertising focuses on paying for time, or space at allows advertisers to disseminate their organizations message about its, products and services; in public relations, credibility helps to earn media recognition

Integrated Marketing

The intersection of public relations and publicity advertising, sales, promotion, and marketing is referred to as ______

Building a Brand

• Be early – law of primacy

• Be memorable – be bold and unique

• Be aggressive – get the name out and keep it there

• Use heritage – nostalgia

• Create a personality