MKTG 123 Exam 3 Study Guide (Sac State, Professor Kim)

Flashcards for MKTG 123 Exam 3 Review

Paid Media

Media you pay for; primary format is advertising.

Public Relations Advertising

Advertising combined with editorial content.

Pro of Paid Media

You can control the content, size, placement, reach, and frequency.

Pro of Paid Media

You are able to guarantee the benefits associated with a placement.

Con of Paid Media

Less credible than other forms of media

Con of Paid Media

Harder to ensure everyone will see, much less pay attention to or act on, your ad

Owned Media

Media channels that we, ourselves, own and operate, such as websites, blogs, and social media accounts.

Pro of Owned Media

You control the content.

Pro of Owned Media

Less costly than paid media.

Pro of Owned Media

Versatile for reaching niche audiences.

Con of Owned Media

Potential to not be trusted.

Earned Media

Legacy public relations "third party endorsement."

Earned Media

Objective reporters are persuaded to write favorably about your organization.

Pro of Earned Media

Most credible format.

Con of Earned Media

Risky due to less control over message.

Con of Earned Media

No guarantees efforts will result in positive publicity.

Marketing

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

Advertising

Subset of marketing; pay to place message in media formats.

Third-Party Endorsement

Support of objective third-party observer.

Be Early

Law of primacy.

Be memorable

Be bold and unique.

Be aggressive

Get the name out and keep it there.

Use heritage

Nostalgia

Cause-Related Marketing

Public relations sponsorships tied to philanthropy.

Social Media Marketing

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

Issues Management

The capacity to understand, mobilize, coordinate, and direct all strategic and policy planning functions.

Risk Communication

Take scientific data related to health and environmental hazards and present them to lay audience in understandable, meaningful way.

Message-Mapping Steps

Identify stakeholders, determine specific concerns for each stakeholder group, analyze specific concerns to fit underlying general concerns, and conduct structured brainstorming.

Message-Mapping Steps

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 key message

Goals of crisis management

Terminate crisis, Limit the damage & Restore credibility

Media Key points

Understanding the differences among three media types: Paid, Owned and Earned.

Integrated Marketing Communications Key Point

How do public relations, advertising and marketing differ from one another.

Crisis Management Key Point

How does issues management differ from traditional crisis management?

Risk Communication Key Point

Understanding Risk Communication

Public relations advertising

Combination of advertising and editorial content.

Cons of Paid Media

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

Owned media examples

Websites, mobile sites, blogs, Twitter accounts, YouTube channels, Facebook pages, and other social media platforms.

Earned Media in Action

Objective reporters write favorably about your organization.

Print Media Challenges

Newspapers closed or cut back during the recession.

Everything Is Up for Sale meaning

Market values govern every sphere of life.

Integrated Marketing

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

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.

Product Publicity benefits

Introduce a new product, eliminate distribution problems, small budgets, explain product, tie product to representative.

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.

Cause Marketing Growth

Growing in the 21st century

Cause Marketing Demographics

Aging baby boomers and millennials care!

fastest Growing Ad Category

Digital advertising is the fastest growing 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.

Stressed Communication

When stressed, ability to hear/understand diminishes.

Message Recall during Crisis

People miss up to 80% of message content when in crisis.

Message Mapping action

Identify stakeholders & Determine specific concerns.

Crisis DOs

Answer early, speak with one voice, be prepared, etc.

Crisis Communication Key

Don't lie!