FINAL EXAM Flashcards
Public Relations
The practice of managing the spread of information between an organization (business, corporation, government, agency, etc) and its publics
Public relations is a _____ that builds _____
strategic communication process & mutually beneficial relationships between organizations and their publics
Example of publics
@ KU = students, parents, benefactors, alumni, faculty, staff
The classic circus
Circus coming, elephant as advertising, goes through mayor yard, etc
Advertising is ___ while PR is ____
Paid for & Free coverage
Advetising gives you ___ while PR gives you ___
total control vs no control
PR is the limited shelf life of current events, while an ad is whatever shelf life you want because….
it can run multiple times
First PR people were
Barnum and Bailey
The first example of using publicity to attract and audience was
Running the elephant through town
Pseudo-Event
An event arranged or brought about merely for the sake of the publicity it generates (B&B)
Third party credibilty
A marketing strategy where the company uses the media to advertise their products. In order to gain credibility, a company may hire journalists to write stories favoring their company or sponsor a scientific study and present proof which is beneficial to the company.
Press Agentry Publicity Model
From Barnum and Bailey – Caveat emptor (buy or beware) and Any publicity is good publicity
“Poison Ivy” Ledbetter Lee
- Pioneer of modern PR
- Declaration of principles
Public information model
Based on what the new reporters and editors valued
- Any publicity is good = B&B, public informational model was ethical and founded by Ledbetter Lee
- Accurate and meaningful
- One way
Declaration of principles
Our plan is, on behalf of business concerns and public institutions to sip to the press and pelvic o the US prompt and accurate information concerning subject which it is of value and interest for the public to know
Edward Bernays
- Developed the first public relations class
- Wrote PR industry first textbook
- First to attempt to manipulate public opinion using the subconscious and crowd psychology
The committee on Public information
- World War I (first time that psychology was used to influence public opinion) — Lead to the most effective recruitment poster – Enlist Poster (sinking ship of May 1915, dead mothers and children — psychology) & Uncle Sam Poster
Women smoking campaign
Because of Bernay’s cigarettes became “a torch of freedom” which leave
Bernays Result of a Breakfast campaign
Client, beechnut, wanted to sell more bacon…breakfast = toast then, went to edward bernays who went to physicians (bacon and eggs) = healthiest thing to eat for breakfast
Bernays embraced the idea of ____ because he needed to embrace what we thought by using ____
two-way communication model & Asymmetrical model
Two Way Symmetrical Model
- Free flow of information takes place between the organization and its stakeholders, employees and investors
- Conflicts and misunderstandings are resolved through mutual discussions and communication
- Feedback from stakeholders and target audience is thoroughly taken into consideration
Main difference between PR and Advertising is
you have to pay for advertising
PR often gives existing products a boost by renewing
visibility and relevancy
Areas of public relations are
- Product Public Relations
- Dawn & Coke, like companies that support our
values - Public relations works together with all other
aspects of marketing to promote new or existing - Product PR is done to differentiate products from
similar products (fireball and glen livet) - PR often gives existing products a boost by
renewing visibility and relevancy
- Dawn & Coke, like companies that support our
- Employee Relations
- Public Relations in the Public Interest
- Most companies want to generate good will
(CDC, Water, Smoking, Texting and driving) - Crisis Communications
- Pepsi Ad, United, American, Sony Ad, Adidas - Community Relations
- Allstate (not an ad, but an example how they as a
the company do community relations)
Other PR areas
- Government Relations (lobbying)
- Political Relations
- Financial and Investor relations
PR functions within marketing
PR by itself isn’t marketing but it can be. Examples of this are cause marketing (coke and WWF, Cheerios and Bees)
Research must be conducted as it all starts and ends here
Strat com research, the market and trends
Secondary research
research someone else has already done that you then use
Primary research
The research you conduct, like focus groups, indepth interviews (qualtitative research), surveys, ethnographic research, web analytics (Quantitative research)etc…
PR and traditional media tension include…
- Reporters/editors consider PR pros a mixed bag
- Need PR – 66% of new is generated by PR efforts
- They need non-bullshit news
- PR pros need credible third parties to help them reach their publics
- Sometimes pressured to block access or manipulate facts
- Must be credible and deliver relevant content to selective outlets
Advertising isolates….
What influences human purchasing or involvement behaviorwa
Understanding motivation helps to
- Clarify product choice behavior
- Establish brand preference
- Develop effective messaging
- Know how products or service will meet a human need
Advertising works but not because it forces you to buy, but because everyone seeks solutions to three basic functional and social needs
- Control
- Companionship
- Confidence (idea of a claim)
The human need of control
- Save money
- Same time
- Simplify a task
- Conserve possessions — tide commercial
- Avoid or protect against unpleasant consequences — dental floss ad
- Alleviate guilt & fear — Allstate commercial, Me ad
The human need of companionship
- Improve appearance and increase sexual attraction
- Increase chances of acceptance and belonging, squad life — Delta ad
- Create community
- Arouse sympathy
- Improve family relations/bonding — Carter ad, Me ad, Pedigree ad
The human need of confidence/acclaim
- Improve skills and knowledge — underarmor ad
- Gain praise and show accomplishment — underarmor ad
- Lead to personal advancement — park.edu Ad, underarmor ad
- Improve status/reputation
- Give pride of ownership
- Provide special privileges and recognition
You can have a hybrid of human needs in advertising but
hybrids are hard because chances are you are going to miss someone, better to isolate one clear need, but sometimes hybrids do work
The first advertising agencies in the U.S.
- Bought space in newspapers and sold it to merchants, didn’t write or create anything, they just bought space
- Department stores and patent medicines dominated the space
N.W. Ayer & Son
- First full-service agency
- Wrote, produced and placed ads in newspapers and magazines
- Understood trademarks and importance of packaging (goat coat – you could advertise packaging just as much as the product)
Advertising significantly influenced the switch from a ____ to a ___ which promoted ____ and encouraged ____
Producer directed society, consumer driven society, technical advances, economic growth, social change and dictated values
In response to advertising criticism brought along…
- Outside sources
- “watchdog” organizations
- Better Business Bureau
- Federal Trade Commission
- Self inflicted by ad industry
- War Advertising Council (1940’s)
- Created first public service annoucements
- Became ad council
Ad Council
“identify a select number of significant public issues and stimulate action on those issues through communications programs that make a a measurable difference in society” EX: somkey the bear & love have no labels
Until the 1960’s, the ad slogan dominated and copy ruled
Text was “the thing”
Early advertising = ____
Earlier ages needed the text to explain, but now ___
no psychographics, woman ran household so most advertising was geared towards women & brand name now does that
Two Basic Agency Categories
- Mega Agency (Omnicom) - Global, merged agencies, worldwide offices
- Boutique Agency - Breakaway and specaility agencies (such as digital, food, healthcare, a creative agency broken away from a larger one)
Agency structure
- Account planning (research clients and industry)
- Creative development (take what account planning has done and turn it into something creative)
- Media coordinations (where you’re going to put it)
- Account Management (Day to day liason between clients and agency)
Types of advertising
- Print - The oldest and most powerful, tangible yet expensive
- TV - Been a powerful medium for advertising since the 50’s. Advantages are that it’s the most common, breaks down demographics, crosses language barriers, evokes emotions, but the cord is being cut, advancement of DVR and expensive
- Radio - Portable, people doing other things
- OOH (out of home) - billboards, blimp ads, transit, bathroom ads, kiosks
Digital ads are more than ____ of ad biz and include ______
41%
Mobile - Mobile sites
Internet - Viral, banners, ads before videos
User-Generated – Creating own ads (Doritos, lays)
Product placement - TV movies
Native - editorial content
Guerilla - Out of the ordinary advertising
Prickly Issues in Advertising
- Children — problematic because they’re children
- Health — drug advertising, side effects, driving demand. Alcohol, side effects,
- Sexualization — age discrepancy
Cause related marketing
a type of marketing involving the cooperative efforts of a for-profit business and a non-profit organization for mutual benefit (American express, pink lid Yoplait, fight hunger walmart, Starbucks reusable mugs, diet coke)
Effects of cause related marketing
Build brand awareness Enhance brand image Establish brand credibility Create a sense of brand community Support a non-profit organizations/social cause
Brand cause fit
High brand cause fit (brand and cause are corrlelated — skin cancer and sunscreen)
- Whirlpool and building blocks - Kellogs and breakfast - Low brand cause fit (brand and cause are not correlated — Skin cancer and mugs) - Red - Diet coke
Cause proximity
- local = lace up for Boston
- National = baskin robin feed america
- international = toms
How many PGA Tour wins did Arnold palmer have and what was his hobby
62 & being a pilot
Arnold Palmers full name was ____ and he served in the ____
Arnold Daniel Palmer, Coast Guard
Arnold Palmer owns property in ___ and designed over ___ golf courses in ___ different continent
Orlando, FL, 300, 5
The Arnold Palmer drink was named during ____ US Open
1960
How did Beyoncé annouce her first and second pregnancies?
- Performed at the vmas, after rubber her belly and camera showed jay z and kanye celebrating
- Instagram post
Conspiracies around Beyoncés pregnancy and gender are?
she revealed the gender because of the red bra and blue undies and she wore the same earrings she wore in the if i were a boy music video
What is Tor?
- software for enabling anonymous communication
- makes it more difficult for internet activity to be traced back tot he user
- used to access dark net markets and access hidden site names under the name .onion
What are dark net markets?
- websites used to sell illegal good, vendors are the sellers and buyers are the purchasers
- the original market (silk Road) was shut down by the FBI in Oct, 2013
What is the currency used for the dark net?
bitcoin, the inventor is unknown, called cryptocurrency or digital currency
Who was the main guy behind Silk Road
Ross Ulbricht
Stanley cup was originated in ____ as the ____ and the trophy was named after ____
1892, Dominion Hockey Challenge Cup, Lord Stanley of Preston
Who has the Stanley cup kid presented to win
Capitals
What does Vetments mean
French for clothes
When did vetments present the first collection?
fall 2014
Vetments low fashion aestetic attracted many stars to wear their jeans when
fashion month in each city
Licensing in podcasts
dont need one and dont need to conform to FCC regulaions, they can copywrite thierr own work
Podcast vs Radio
Podcast = whenever & niche audience Radio = must tune in & mass appeal middle ground = free ads & similar content
how many download requests were made in 2015
3.3 billion
When did Alex Ren Glabach begin modeling
13 for brandy melville, boosted with instagram fame
The unicorn drink was availble for a ___ time and changed flavors and colors giving it a ____
limited, unicorn effect
the unicorn drink is ___ calories of your daily intake and has more sugar than ___
1/4, a bag of hostess donuts
Between the ages of ______ suicide is the ___ highest cause of death. ____ are more likely to attempt suicide, but ____ are more likely to die.
10-24. 3rd. Girls, boys.
Controversy about the series is that is ____ suicide and is suggesting that while ____ may be illusive in life it can be achieved in death.
glorifying, justice
