MKTG 123 Exam 3

Paid media

• media you pay for

• primary format is advertising

Owned media

• media channels that we, ourselves, own & operate

• you control the content

• less costly than paid media

Earned media

• third party endorsement

• most credible format

• less control over message

Cons of paid media

• far less credible

• harder to ensure everyone will see, much less pay attention to or act on

pros of paid media

• you can the content

• able to guarantee the benefits associated with a placement

Market values govern ____ ____ of life

every sphere

integrated marketing

the intersection of public relations and publicity, advertising, sales promotion, and marketing

traditional advertising and marketing can build ______ _______

brand awareness

establishes credibility and tells a comprehensive brand story

Public Relations

database marketing touches consumers ____ __ ____

one to one

integration of these techniques can help build a cohesive _____ for a brand

presence

marketing

selling a service or product through pricing, distribution, and promotion

advertising

subset of marketing; pay to place a message in media formats

_____ increases the importance of public relations

clutter

third party endorsement

• advertising perceived as self-serving

• tactic support of objective third-party observer

• publicity carries no stigma

• news is more trustworthy than advertising from a nonobjective sponsor

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

Building a brand:

1. be early

2. be memorable

3. be aggressive

4. use heritage

5. create a personality

1. law of primacy

2. be bold and unique

3. get the name out and keep it there

4. nostalgia

5. create a personality

What is the fast-growing category of advertising ?

social media marketing

• anticipate emerging issues

• Identify issues selectively

• deal with opportunities and vulnerabilities

• plan from the outside in

• bottom-line oreientation

Issues management

When one is stressed, the ability to _____, ______, and _____ dimishes

hear, understand, and diminishes

1) Identify stakeholders

2) Determine specific concerns for each stakeholder group

3) Analyze specific concerns to fit underlying general concerns

4) conduct structured brainstorming with input from message-mapping teams

5) Assemble supporting facts and proof for each key message

6) Ask outside experts to systematically test messages

7) Plan delivery of resulting messages and supporting materials

Message mapping

Message Map Requirements:

• Three key messages

• 7 - 12 words per message

• Three supporting facts for each key message

Communication crisis DON’Ts

• Keep all channels of communication open

• Always make the CEO the spokesman

• Take the lawyer’s advice

• loan toward withholding emotion

• Answer every question

• ever, ever LIE

Communication crisis DO’s

• be flexible

• Answer early

• speak with one voice

• be prepared to move without all the facts

• sqwuak if you’re wronged

• seek out your allies

The goals of crisis management are straightfoward

1) terminate the crisis

2) limit the damage

3) restore credibility

Working in today’s world of paid, earned, and owned media, which form of publicity typically remains the most valuable?

third-party endorsements (earned media)

The first question to ask before engaging in a media interview is ____

What purpose will this serve the organization

What are the three media categories with which PR practitioners work?

paid, owned, and earned

Which of the following is NOT a standard requirement for message maps 

One major idea per map

How does the integration of various marketing techniques advance a brand?

Integration builds a cohesive presence for a brand

The intersection of public relations and publicity, advertising, sales promotion, and marketing is reffered to as _____.

integrated marketing

Goal of crisis management include all of the following EXCEPT ______.

build a case for blame

The speed of the Internet and the persuasiveness of social media and viral communicaitons mean that people and companies are always ______.

one step away from crisis

How do publoc relations and advertising differ?

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

What is third party endoresement?

What media gives to a company, its products, and services by mentioning them as news.

crisis

“unplanned visibilty”

in high times of stress, people cam miss up to _____%of message content

80

problem

a short-term issue that affects one element or department can be limited

crisis

longer-term, impacts the entire organization, affects many parts of the organization, and runs the risk of damaging the organization’s reputation

1) surprise - expected

2) insufficient information - hard to understand everything

3) escalating events - crisis expands

4) loss of control - too many things

5) increased outside scrutiny- responses desired

6) siege mentality - organization feels surrounded by

7) panic

What are the seven warning signs of a crisis?

objectivity

fairness with the intention of remaining neutral

T/F: Newspaper websites have grown in popularity and online staff continue to expand

True

Publicity is ______, advertising is _______

earned; bought

Advertising costs _____, publicty costs _______

money; time

online publcity is still a ______ ________

relationship business

the integration of marketing techniques can help build a ______ _______ for a brand

cohesive presence

native advertising

also known as branded content or sponsored journlaism

cause-related marketing

Public relations sponsorships tied to philanthropy

in-kind promotions

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

word of mouth

Another alternative to traditional advertising that enlists influencers or trendsetters

Infomercials

program length commercials