1/69
Looks like no tags are added yet.
Name | Mastery | Learn | Test | Matching | Spaced |
---|
No study sessions yet.
Understand the hierarchy of effects model
Hierarchy of effects model:
Clarifies the objectives of an ad campaign
Outlines 6 steps a consumer or business buyer moves through when making a purchase:
1. Awareness
2. Knowledge
3. Liking
4. Preference
5. Conviction
6. The actual purchase
Building brand loyalty requires all six steps
The steps highlight the responses that advertising and or marketing comms seek to stimulate in individual consumers and business-to-business customers
The steps might not always constitute the route a consumer takes
Understand the attitude formation sequences which match the hierarchy of effects model steps.
Cognitive, affective, and conative elements
- Cognitive: mental images, understanding, and interpretations of the person, object, or issue
- Affective: feelings/emotions a person has about the object, topic, or issue
- Conative: Individual's intentions, actions, or behavior
Cognitive-oriented ads best achieve brand awareness and brand knowledge
Affective-oriented ads inspire liking, preference, and conviction
Conative-oriented ads facilitate product purchases or other buyer actions
Understand the means-end theory.
Means-end chain: suggests that an ad should contain a message, or means, that leads the consumer to a desired end state
- The end states are personal values
- The chain should start a process in which viewing the ad message leads the consumer to believe that using the product will help achieve a personal value
The theory forms the basis of the Means-End Conceptualization of Components for Advertising Strategy model (MECCAS model)
This model explains ways to move consumers from product attributes to personal values by highlighting the product's benefits
The benefits lead to the attainment of a personal value
Understand the impact of advertising expenditures, and the different effects.
Factors of the relationship between marketing expenditures and advertising:
- The communications goal
- Threshold effects
Occur at the point in which the ad program begins to exert a significant impact on
consumer responses
- Diminishing returns
Part of the concave downward function, in which incremental increases in expenditures
in advertising result in smaller and smaller increases in sales
A marginal analysis reveals that further advertising and promotional expenditures adversely affect profits b/c sales increases total less than what the company spends on the additional marketing/advertising
- Carryover effects
An instance in which an individual becomes ready to buy a product and remembers a key company due to the effectiveness of its marketing program
Ex.) when a washing machine breaks down and needs a replacement and the consumer remembers a specific brand to buy
- Wear-out effects
An instance in which consumers ignore or even develop negative attitudes toward a brand b/c the campaign has become 'old' or 'boring
About half of all traditional media experience this
- Decay effects
What occurs when a company stops advertising and consumers begin to forget the message
Means that the company should engage in some sort of marketing comms
Define crowdsourcing.
- The process of outsourcing the creative aspect of an ad to the public
- Delivers an alternative to creating commercials in-house or hiring an external ad agency
- Can create a viral buzz as users view ads online, recommend/send favorites to friends, post links
- Yields advantage of involving fans
- Works best when target to current customers wih high levels of brand loyalty
- Social media and public relations components are key to its success
- Critics argue that it doesn't result in consistent message/theme results over time
Identify the components of a creative brief.
Creative brief: a document that guides in the production of an ad campaign or a specific commercial
Components of a creative brief:
The objective
The target audience
The message theme
The support
The constraints
What specific target audience information should be included in a creative brief?
Specific info regarding the target audience is essential:
Hobbies, interests, opinions, lifestyles
Ex.) a campaign directed to active, outdoor enthusiasts differs from one designed for individuals who pursue video games, watch movies, and surf the web
Ex.) "males, aged 20 to 35, college-educated, and professionals"
Define message strategy.
The primary tactic or approach used to deliver the message theme
The message theme helps the ad team derive the message strategy
It outlines the key idea in an ad campaign and becomes the central part of the creative brief
Categories of message strategies:
Cognitive
- Generic
- Unique selling proposition
- Hyperbole
- Comparative
Affective
- Resonance
- Emotional
Conative
Identify the various forms or approaches from each message strategy category
Cognitive
Affective
Conative
Message strategy: cognitive approach
Presents rational arguments or pieces of info
Requires cognitive processing
The ad message describes the product's attributes or the benefits customers obtain by purchasing the product
Ads target the person's beliefs and/or knowledge structure by suggesting one of a variety of potential product benefits
Ex.) Foods may be portrayed as healthy, pleasant tasting, or low calorie
Types:
- Generic
An ad that directly promotes a product's attributes/benefits w/o any claim of superiority
Works best for a brand leader or one that dominates an industry
Stimulate brand awareness
- Preemptive
An ad claim of superiority based on a product's specific attribute/benefit with the intent of preventing the competition from making the same or a similar statement
Effective when the company states the advantage first ("the cavity fighter")
- Unique selling proposition
An explicit, testable claim of uniqueness or superiority in an ad
Ex.) claim that HelloFresh (food delivery service) is the most convenient with the fastest delivery times
- Hyperbole
An untestable ad claim based on some attribute/benefit
Ex.) ABC stating that is has America's favorite dramas
Often include puffery terms - finest, best, greatest
- Comparative
A direct or indirect ad comparison with a competitor based on some product attribute/benefit
Capture consumers' attention
Message strategy: affective approach
Ads that evoke feelings/emotions and match those feelings with the good, service, or company
Messages attempt to enhance the liability of the product, recall of the appeal, or comprehension of the ad
Elicit emotions that lead the consumer to act
Types:
- Resonance
Connecting a brand with a consumer's experiences in order to develop stronger ties between the product and the consumer
Ex.) playing music from a specific era takes members of generation back to that time
Comfort marketing: reassures consumers looking for value that a branded product stands the test of time
Involves bringing back vintage characters, themes, jingles, to evoke fond memories of better times
- Emotional
Tries to elicit powerful feelings that enhance product recall and choice
Uses trust, reliability, friendship, happiness, security, glamour, luxury, etc.
Message strategy: conative approach
- Seeks to lead directly to consumer responses
- Often support other promo efforts, such as coupon redemption programs and cash-back rebates, or encourage consumers to access a website
- Ads pursue the goal of eliciting behaviors
- Typically encourage quick action by stating limited availability of product
- Point-of-purchase display can encourage impulse buys
- Assertive ads: consumers encouraged to "do this", "buy this", "don't do that"
Critics of these say people don't like to be told what to do
Identify types of appeals that can be used in designing ads.
Fear
Humor
Sex
Music
Rationality
Emotions
Scarcity
Understand the concepts of severity and vulnerability in a fear appeal.
Severity:
The part of the fear behavioral response model that leads the individual to consider how strong certain negative consequences of an action will be
Vulnerability:
The part of the fear behavioral response model that leads the individual to consider the odds of being affected by the negative consequences of an action
Define an executional framework and identify the different types.
Executional framework
Signifies the manner in which an ad appeal will be presented and a message strategy conveyed
Types:
- Animation
Rotoscoping process facilitates digitally painting/sketching figures into live sequences
- Slice-of-life
Advertsers provide solutions to everyday problems
Includes encounter, problem, interaction, solution
- Storytelling
Resembles 30-second movie with plot/story in which brand is more at periphery
rather than at the center of the ad
Enables viewer to draw own conclusions about product
- Testimonial
Involves a customer rleating a positive experience with a brand
Enhance company credibility to retail customers
Often includes real customers talking about their experiences
- Authoritative
Used to convince viewers of a brand's superiority
Expert authority, consumer reports
- Demonstration
Displays how a product works
- Fantasy
Lift audience beyond the real world to a make-believe experience
Common themse include sex, love, romance
- Informative
Speak to audience in straightforwrad manner
List the characteristics of effective spokespersons
Types of sources and spokespersons:
- Celebrities
Most common
Employed when the celeb's stamp of approval enhances the brand's equity
Help create emotional bonds with brands
Used to help establish a brand "personality"
Other variations:
Celebrity voice overs
Dead person endorsements
Social media endorsements
- CEOs
Highly visible/personable CEO can become major asset for firm and its products
Can take on status of local celebrities
- Experts
Include physicians, lawyers, accountants, financial planners
Provide backing for testimonials, serve as authoritative figures, demonstrate products, and enhance the credibility of informative ads
- Typical persons
Two types:
1. Paid actors/models who portray/resemble everyday people
2. Actual, typical everyday people
Define reach and frequency.
Reach:
- The number of people, households, or businesses in a target audience exposed to a media vehicle or message schedule at least once during a given time period, which normally consists of 4 weeks
- How many targeted buyers did the ad reach at least once during a 4-week period
Frequency:
- The average number of times an individual, household, or business within a particular target market is exposed to a particular ad within a specified time period (usually 4 weeks)
- Specifies how many times the person encountered the ad during a campaign
Define cost per thousand (CPM).
Identifies the dollar cost of reaching 1,000 members of a media vehicle's audience
CPM = (Cost of media buy/Total audience) X 1,000
Evaluates how cost-effective one medium or ad placement is compared to another
Define the three types of continuity exposure patterns in a media schedule.
Continuity: the exposure pattern or schedule used during a campaign
Types:
- Continuous campaign schedule
Uses media time in a steady stream
Companies may rely on this because individual purchasing decisions for products don't follow any consistent time frame or pattern for when they will be ready to buy
Try to use different types of ads so readers don't get bored
- Pulsating campaign schedule
Placing ads in various media throughout the entire year, but then increasing the number of ads in small, short bursts around holidays, including Christmas, Easter, Memorial Day, Mother's Day, Father's Day, Labor Day, Thanksgiving
These ads should reach consumers when they are most likely to make purchases or buy
special merch, such as during the holidays
- Flighting (or discontinuous) campaign schedule
Ads run at only certain times of the year
More likely to be used to by a ski resort that runs ads during fall and winter but not during spring or summer
Describe the three-exposure hypothesis.
Suggests that an ad can make an impact on an audience regardless of individual needs/wants
Intrusion value: the ability of a medium or ad to capture the attention of a viewer without their voluntary effort
Concludes that it takes at least 3 exposures to capture a viewer's attention
Describe the recency theory.
Notes that a consumer exhibits selective attention and focuses on personal needs/wants as he considers
ads
When a consumer pays attention to messages that meet meet his needs/wants, the closer an exposure to a
commercial is to the purchase decision, the more powerful the ad becomes
When a consumer contemplates a future purchase of the product being advertised, the consumer becomes more likely to notice and react favorably to an ad
An individual desiring a new pair of jeans notices clothing ads, especially ones that feature jeans
Proposes that one ad exposure may actually be enough to affect a person/business that needs the product
being promoted
Additional exposures may not be necessary
Companies should therefore advertise almost continually
The ad approach that matches this theory would be to spread the message around using a variety of media,
each type providing limiting exposure per week or time period
In the business-to-business arena, this theory suggest that ads should appear in a number of outlets and over a longer period of time rather than running a series of ads in one trade journal
Places ads in every journal that might be read by buying center members
Describe the media multiplier effect.
Suggest that the combined impact of using two or more media will be stronger than using either medium alone
Ex.) integrated campaign for Ouachita Independent Bank featured a multiple media approach that included TV, radio, newspapers, the Internet, and out-of-home
Similar images and copy unified the campaign to create a stronger brand impression and improve brand recognition
Equally useful for business-to-business advertisers
Seeing ads in more than one medium moved company/brand name to become top-of-mind
Media experts must decide which media go best together for individual target markets, goods and services, and advertising messages
In terms of the internet evolution, describe Web 4.0.
Transformed traditional retailing by selling goods and services over the internet
Define channel integration.
Linking/combining different marketing comm channels to create a unified/consistent consumer experience
Essential when the e-commerce business sells through additional channels beyond the web
A company that offers a printed catalog or has a retail store should match all catalog versions
Describe brand engagement strategy.
Engagement should take place at the right moment, in the right context, and in the right manner or the customer quickly moves to a competitor
Builds brand trust and brand loyalty when done properly
Blogs, feedback applications, and customer reviews provide channels for e-commerce sites to encourage customers to interact with the website
Facebook, Twitter, and other sites enable customers to like a brand and become fans
Involvement in social causes that involve customers enhance brand engagement
Encourage customers to become brand advocates and provide a company with insights into customer thoughts and lifestyle
Most customers favor the sites that remember them and the merch they prefer
What incentive types are cyber-baits?
Cyberbait: any lure or attraction that brings people to a website
Examples:
- Financial incentives
Help persuade individuals/businesses to make first-time purchases and encourage them to return
Take the form of a reduced price, free shipping, or an e-coupon
- Convenience incentives
Involves making the shopping process easier
Instead of traveling to retail stores, customers place orders from any location
The order can be made at any time, day or night, and the merch can be shipped directly to the customer
- Value-added incentives
Lead customers to change purchasing habits over the long term
Added value comes from customized shopping, whereby the software system recognizes patterns in a customer's purchasing behaviors and makes offers matched to past purchasing behaviors or search patterns
Examples:
Customized shopping, unique product info, mobile apps, social media engagement, exclusive shopping, tutorials/usage tips/repair instructions
What does effective mobile marketing involve?
Mobile marketing: multi-channel online marketing designed to reach consumes on phones, tablets, or other devices through websites, emails, texts, social media, mobile apps
Reaches every type of device
Ways mobile differs from other media:
- Personal
- Geo-location
- Two-way communication
- Camera/video tech
- Voice recognition
- Phone sensors
Brands and individuals engage in convos and interact in several ways
Categories of mobile apps:
1. Apps that engage consumers with the brand
2. Apps designed to streamline the business use or the purchasing process
QR codes, watermarks, 2D barcode direct consumers with phones to websites
What is interactive marketing?
The development of marketing programs that create interplay between consumers and businesses
Assist two-way communication and customer involvement
Emphasizes 2 primary activities:
1. It helps companies target individuals, specifically potential and current customers, with
personalized info
2. It engages the consumer with the company and product
Tracks browser activities and translates the info into instant reactions
Ex.) Receptiv obtains data from each individual's browsing activities and mobile app usage
Interactive marketing messages are sent to desktop/laptop computers, but they achieve greater success on mobile devices, as targeted messages are more likely to be seen during or immediately after the specific event
Desktop/laptop interactive marketing rely more on asynchronous interactions
Type of interactive marketing: real-time marketing
- Involves reaching people at peak times to suggest product purchases
- Programs for this assist in finding consumers at just the right moment
Describe geo-targeting.
Involves reaching customers where they are located by contacting their mobile communication devices
Represents a unique and attractive feature of mobile marketing
Venues by mobile phones to create location-based mobile ad campaigns
By downloading an app, a restaurant identifies a person's location, shows him how far he is from the outlet, and provides walking or driving directions to that unit
Forms of location-based advertising:
- Targeting by DMAs (designated marketing areas)
- Geo-fencing
- Audience-data targeting
- Geo-aware advertising
- City or zip code
Creating successful geo-targeting campaigns requires 2 actions:
1. Consumers should be in control of the engagement
They must 'opt-in' for the app
2. The brand should provide a discount or something of value to consumers
What is social media marketing?
Marketing brands through social media platforms
The utilization of social media and/or social networks to market a product, company or brand
Compared to Twitter, why is Facebook more effective for advertising?
Larger user base, higher engagement rates, more diverse targeting options
Facebook generates 10 times the number of shares, 20 times the amount of site traffic, and 20 times the number of new customers acquired
Twitter tends to be a one-way message service whereas Facebook features two-way communication between friends
What should social media marketing not have as its primary objectives?
Increase sales and build brand loyalty
What are two frequently reported reasons for brands to develop social media marketing campaigns?
1. Staying engaged with customers
2. Increasing brand exposure to potential customers
Why is social listening important for brands?
Social listening: listening to social chatter
Provides enlightening info to marketing pros
Visitors usually render honest opinions
Social media buzz can sometimes create a situation in which the marketing team reacts immediately
What are the functions of social listening?
1. React to negative feedback
2. Detect problems
3. Gather topics for branded content
4. Predict trends
5. Detect patterns or shifts in views
6. Identify brand advocates
What percent of a brand's fans generate nearly the entire social buzz about the brand?
5%
What characteristics do brand advocates exhibit?
1. Behavioral commitment
They make regular, frequent purchases
2. Emotional connection
Believe the brand is the world's best and no other merits consideration
3. Quality communication skills
Must be able to express their thoughts, feelings, and emotions effectively
Why is buzz marketing attractive to marketers?
Buzz marketing:
- AKA word-of-mouth marketing
- Emphasizes consumers passing along product info
- A recommendation by a friend, family member, or acquaintance carries greater credibility than an ad
- Buzz is more powerful than words spoken by a spokesperson or endorser
Types of sources for buzz marketing:
- Individuals who truly like a brand
- Individuals who are sponsored by a brand
- Company or agency employees
In buzz marketing programs, brand ambassadors or customer evangelists are typically individuals that what?
That favor the brands they sponsor or endorse
Companies normally select brand ambassadors for buzz marketing programs based on what criteria?
Selected based on devotion to the brand, level of influence, and the size of their social circle
Word of Mouth Marketing Association guidelines for companies seeking to generate buzz communications through employees, agency employees, or sponsors/agents:
- Honesty of relationship:
Be honest about the relationship between consumers, advocates, and marketers
- Honesty of opinion:
Be honest in presenting opinions about the brand (both good and bad)
- Honesty of identity:
Clearly identify who you are
Employer branding: when companies showcase employees discussing what it's like to work for a particular company
Be able to identify the inoculation, incubation, and infection stages of buzz marketing.
Inoculation:
The product is introduced
Incubation:
The product is used by a few innovators or trendsetters
Infection:
Widespread use of the product occurs
In stealth marketing, how do brand ambassadors show and talk about a product to others?
Stealth marketing: the use of surreptitious practices to introduce a product to individuals without disclosing or revealing the true relationship with the brand
Ex.) someone posing as a tourist might ask people to take a photo with her phone and then talk to them about the device
Thrives on social media, due to the ease of creating videos and offering brand endorsements
Identify lifestyle marketing.
Marketing methods associated with the hobbies and entertainment venues of the target audience
Helps companies make contact with consumers in more offbeat and relaxed settings
Includes contacting consumers at places such as farmer's markets, bluegrass festivals, citywide garage sales, flea markets, craft shows, stock car races, and other places where large concentrations of individuals convene
A wide range of consumer lifestyles creates potential target groups, from relatively standard habits to more edgy and extreme behaviors
Finding a venue where consumers go for relaxation, excitement, socialization, or enjoyment and then matching it with the brand's target market is the focal point of a lifestyle marketing program
What is product placement?
The planned insertion of a brand or product into a movie, TV show, or some other media program
Attempts to influence viewers
Ex.) placement of Eggo Waffles in Stranger Things
What is branded entertainment?
The integration of entertainment and advertising by embedding brands into the storyline of a movie, TV show, or other entertainment medium
Has increased with the rise of "reality" Tv shows
Ex.) In an episode of The Eleventh Hour, Nicorrette was integrated into a story about a character trying to
quit smoking
What are two things that successful database marketing emphasizes?
1. Identifying customers
2. Building relationships with customers
3. Strengthening retention
4. Maintaining positive relationships
These involve understanding the lifetime values of various customers and the development of customer retention efforts
What is the primary benefit of database marketing?
Database marketing: collecting and utilizing customer data for the purposes of enhancing interactions with customers and developing customer loyalty
Developing customer loyalty is the primary benefit
What does a marketing database contain?
Contains info about current customers, former customers, and prospects
Includes:
- Customer names and addresses
- Email addresses and digital records of visits to the company's website
- History of every purchase transaction
- History of customer interactions, such as inquiries, complaints, and returns
- Results of any customer surveys
- Preferences and profiles supplied by the customer
- Marketing promotions and response history from marketing campaigns
- Appended demographic and psychographic data from sources, such as KBM group or Claritas
- Database coding, such as lifetime value and customer segment clusters
A lifetime value analysis creates a figure that represents what?
That estimates the present value of future expenditures the individual or segment will generate over a lifetime relationship with a brand or firm
The figures needed to calculate it are revenues, costs, and retention rates
The cost of acquiring new customers and the cost of maintaining the relationship are important numbers to account for in the analysis
What is location-data tracking?
Info collected from mobile GPS devices provides key info for data analytic programs
Ex.) a mobile phone company, such as Verizon, tracks customer locations and combines it with profile info
The info may be valuable to sports properties, as well as restaurants and retailers
Ex.) the Phoenix Suns' marketers took advantage of the tech to better understand fans who attended
games
The info helped target specific businesses as potential sponsors
These companies obtain location data to track movements of individuals inside the Phoenix Sun's sports arena, as well as their activities outside the facility
These data are aggregated and then hashed, which involves anonymizing the data so that specific individuals can't be identified
- Provides info regarding restaurants or businesses patrons visited prior to attending a game as well as after a game concludes
- The marketing team then adds profile data from companies, such as Experian, to segment consumers by demographics
- System helped marketers target specific market segments based on their actual patronage behaviors at the game and their visits to businesses around the basketball facility
Be able to identify an example of trawling.
Trawling: the process of searching the database for a specific piece of info for marketing purposes
Example: Home Depot
- Their trawling program locates individuals who have recently moved
- The company's marketing team knows that when people buy houses or move to new locations, they often need home improvement merch (usually merch sold at Home Depot)
Example: car dealerships send a correspondence on each year's anniversary of a purchase to inquire about customer satisfaction and interest in trading for a newer vehicle
What are typical goals for frequency or loyalty programs?
Frequency or loyalty program: a marketing program designed to promote loyalty or frequent purchases of the same brand (or company)
Enticements encourage people to make repeat purchases
Goals:
- Maintain or increase sales, margins, or profits
- Increase loyalty of existing customers
- Preempt or match a competitor's offer
- Encourage cross-selling
- Differentiate the brand
- Discourage entry of a new brand
What are the 2 primary metrics in customer relationship management (CRM) programs?
CRM programs: make it possible to employ databases that customize products and communications with customers, with the goals of higher sale or profits
2 primary metrics:
1. The lifetime value of the customer
Measures the potential level of purchases to be made by an individual or market segment
2. The share of customer
- Refers to the percentage of expenditures a customer makes with one particular firm compared to total expenditures in that product's category
- Measures a customer's potential value
- Recognizes that some customers are more valuable than others and that, over time, the amount of money a customer spends with a firm can increase
Be able to identify instant redemption.
Instant redemption coupon programs:
- Coupons distributed in retail stores, both in paper form and digitally
- Retailers, including CVS and Target, place printed versions on or near packages
- The consumer cashes the digital or printed coupon in the store through this program
- Such coupons lead to trial purchases and additional product purchases
- Ex.) many grocery stores sponsor a company to cook a food product and offer free samples along with coupon giveaways
What are bounce-back coupons used to encourage?
Used to encourage repeat purchases
They are placed inside packages so that customers can't redeem them quite as quickly
Identify important keys to building a successful premium program.
Premiums: prizes, gifts, or other special offers consumers receive when purchasing products
Types: free-in-the-mail, in- or on-package, store or manufacturer, self-liquidating
Keys:
1. Match the premium to the target market
2. Carefully select the premiums (avoid fads, try for exclusivity)
3. Pick a premium that reinforces the firm's product or image
4. Integrate the premium with other IMC tools (especially advertising and POP displays)
5. Don't expect premiums to increase short-term profits
Be able to identify the difference between a contest and a sweepstakes.
Contests:
- Require the participant to perform an activity
- The winner is selected from the group that performs best or provides the most correct answers
- Often require a participant to make a purchase to enter
Sweepstakes:
- Don't involve a required activity
- Consumers enter as many times as they wish, although companies restrict customers to one entry per visit to the store or location
- Probability dictates the chances of winning them
- The odds of winning must be clearly stated to consumers before entering
Identify intrinsic and extrinsic values of a contest.
Extrinsic value:
- The actual attractiveness of the prize (a car vs. a free sandwich)
- The greater the perceived value, the more likely people will become involved
Intrinsic value:
- Associated with participating
- A contest requiring skill, such as one for creating recipes or an essay contest, entices entry by individuals who enjoy demonstrating that ability, and the extrinsic rewards may become secondary
- Participants enjoy competing and displaying their abilities
Be able to identify a sampling consumer promotion technique.
Sampling: the delivery of a product to consumers for their use or consumption
Methods of distributing samples:
- In-store distribution
Most common
Delivers samples to the store
- Direct sampling
Items mailed or delivered door-to-door
- Response sampling
Made available to individuals by responding to media offer
- Cross-ruffing sampling
Provide samples of one product on another
- Media sampling
Places the sample in a media outlet
- Professional sampling
Samples given to professionals, such as doctors
- Selective sampling
Samples distributed at sites, such as state fairs, parades, hospitals, restaurants, etc.
What is the key to a successful sampling program?
Targeting the right audience at the right venue at the right time
Designed to be compatible with other parts of the IMC program
Be able to identify an example of a sponsorship.
Sponsorship marketing: when a company pays money to sponsor someone, some group, or something that is part of an activity
Examples:
- Firms supporting sporting events
- Well-known athletes being used as spokespeople
- Investing in endurance competitions - Spartan Race, Tough Mudder
- Sponsoring cultural events - classical music groups and jazz bands, visual art exhibits by local painters, dance troupes, and actors for various theater performances
- Sponsoring social media bloggers
In a public relations program, what is a hit?
Mentions of a company's name in news stories
Can be positive, negative, or neutral in terms of their impact
Each improves the chance that consumers will see the name of a company in a news-related context
In terms of measuring the impact of public relations, a hit can enhance what?
Can enhance brand or company awareness
What are the functions of public relations?
1. Identify internal and external stakeholders
2. Assess the corporate reputation
3. Audit corporate social responsibility
4. Create positive image-building activities
5. Prevent or reduce image damage
What is corporate social responsibility?
An organziation's obligation to be ethical, accountable, and reactive to the needs of society
Companies work toward the greater good of society by taking positive actions
Companies engaged in these positive activities often generate quality publicity and engender customer loyalty
Purpose marketing/ pro-social marketing: trend in corporate social responsibility that involves advertising that focuses on a company's values, behaviors, and beliefs
Ex.) Patagonia focuses social initiatives rather than investing in traditional brand advertising
Assessment of a corporation's reputation begins with what?
Begins when public relations employees conduct surveys and interviews in order to reveal perceptions of the organization
- Monitoring online chatter, tweets, and social media comments produces vital info
- Efforts can be completed internally or by a public relations firm
- Examining both external and internal views of the corporation's reputation produces a more
complete view of the organization
What is cause-related marketing?
Matching marketing efforts with some type of charity work or program in order to generate goodwill
U.S. businesses pay substantial amount of money for the right to feature a nonprofit organization's
name or logo in company advertising and marketing programs
This type of partnership agreement between a non-profit cause and a for-profit business assumes that consumers prefer to purchase from companies that support causes
Engage in this type of marketing to develop stronger ties and to move consumers and businesses toward brand loyalty
Most consumers are likely to purchase a brand associated with a cause they care about
Many individuals are willing to pay more for a brand associated with a cause they care about
What is greenwashing?
Activities presented as being green or environmentally friendly that truly aren't
This damages an organization's reputation when such info appears on blogs and other social media posts
Be able to identify an example of crisis management.
Crisis management: either accepting the blame for an event and offering an apology or refuting those making the charges in a forceful manner
Example: PepsiCo encountered claims that hypodermic needles were found in its products
- Management team responded with photos/videos demonstrating that such an occurrence was impossible, as the bottles/can are turned upside down before being filled
- Then, footage of a con artists slipping a needle into a bottle was shown
- This fast/powerful answer eliminated the negative publicity
What is the first step in developing a sponsorship or event marketing program?
1. Determine objectives
2. Match the audience to company's target market
3. Promote the sponsorship or event
4. Advertise at the event
5. Track results