isc 161 exam 3

panels

marc whitt- director of strategic relations of UK

Lillian dubler-stool Keenan

Amy preske- booze PR

farzana baduel- advisor, curzon PR, BBC radio 4

direct marketing

one on one dialogue between buyer and seller

direct response media

prompts immediate action from consumer

key components of direct marketing

dialogue, measurable results, data

differences in DM vs traditional advertising

DM- personalized, quick response, one person, measurable

Advertising- generic message, mass audience, slow to act, hard to measure

role of databases

collect, organize customer data to deliver targeted messages

nextmark

massive search directories helping marketers find and buy exact audience data

opting in

you chose to hear from brand which creates loyalty

4 objectives of direct marketing

generate sales

build customer loyalty

enhance brand

encourage inquiry

examples of direct marketing media

catalogs

direct mail

infomercials

email/text

telemarketing

social media

one step vs two step

one step- one medium, buy now (click to shop)

two step- spare interest then close sale (put in email to get 10%)

characteristics of direct mail

database marketing

targetable

personal

measurable

good response rate

2%

statement stuff

extra promo that’s put in mail you were already expecting

magalog

hybrid marketing blending magazine and catalog

polypak

envelope with multiple pieces of direct mail

incentives

personalization, measurable, attention getter, customer response

deterrents

clutter, limited reach, time constraints

direct mail kit

outside envelope, pitch letter, brochure, reply card, return envelope

ex: jeep promo

what makes TV unique

creativity, high coverage, cost effectiveness, high attention, selectivity

components of TV commercial

video, audio, music, vocieover, jingles, needle drop

Digital vs traditional ads

Digital- call #, QR, links

traditional- no feedback, monologue

native advertising

paid media, you can identify from disclosure tags

PRSA definition of PR

strategic communication process that builds mutually beneficial relationship between organizations and their publics

PR

mostly unpaid form of communication that builds relationships

PR vs SPIN

PR- long term trust, true info

SPIN- short term perception, manipulates info

3 core pillars PR

authenticity

transparency

engagement

PR main jobs

reinforce

defend

rebuild

internal audiences

people with stake in companies

ex: employee, investor

reached by meeting

external audiences

target audiences

ex: consumers

reached through media

PR vs advertising

PR- unpaid

advertising- paid

PESO model

paid

earned

shared

owned

Marketing public relations

PR used within IMC to promote a brand to defined target

old support rule

responded to what client wanted, not what advertising message required

when PR leads

news value

reinventing

launching

need credibility

when advertising leads

build brand awareness

maintain brands image

key PR documents

newsletter

news release

fact sheet

media advisory

pitch letter

press kit

brochure

corporate social responsibility

company core “reason for being”

ex: land o lakes food waste

ex: Cisco power of Ukraine

advertising

any paid form of non personal communication, message to large groups

how is print still relevant

read at own pace, non intrusive, high involvement media, lasts longer

advantages of newspaper advertising

cost

frequency

geographically concentrated

disadvantages of newspaper advertising

not consumer focussed

creates clutter

pass along relationship

primary subscriber gives magazine to another person

editoral content

provides context, credibility, engagement

3 primary magazines

trade

consumer

farm/agriculture

media kit

curated digital of promotional materials that provides essential info about brand, etc