FOCS Promotional Communication

Question 1

Introduction of Advertisement

Answer 1

Activity of explicitly paying for media space or time in order to direct favourable attention to certain goods or services

Question 2

We pay for what we get

Answer 2

We pay → Subscription Fees (Not enough)

Advertisers also pay

We get → Media content and services

We and Advertisers pay Media companies $$$

Media companies pass on goods and services to us

Question 3

Advertising Characteristics

Answer 3

Transaction: Advertisers pay for time and space

Explicit: Not hidden. Product or brand is clearly stated

Persuasive: Advances a point of view or a course of action through communication

Question 4

History of Advertising

Answer 4

1440 Invention of printing press

1600 Newspaper contains advertisement (Beginning of independent press)

1800 Penny press with high circulation

Question 5

Advertising agencies vs Advertising companies

Answer 5

Advertising agencies: Companies specialising in creation of ads for placement in media that accepts payment for exhibiting those ads

Advertising companies: Firms that own advertising agencies, marketing consulting agencies, research companies etc

Question 6

Traditional vs Digital Ad

Answer 6

• ATTENTION → INTEREST → DESIRE → MEMORY → ACTION [TRADITIONAL AD]
• ATTENTION → INTEREST → SEARCH → ACTION → SHARE (SHARE AND SEARCH {POINTING TO EACH OTHER) [DIGITAL AD]

Question 7

Advertising Activities

Answer 7

Production, Distribution and Exhibition

Question 8

Advertising Activities - Production

Answer 8

• Account executive: Communicates info between advertiser and agency
• Creative personnel: Work on creating the media content
• Advertising people who ignores research = Generals who ignore decodes of enemy signals → Severity

1. Marking Segmentation → For same class good, divide society into different categories of consumers
2. Sales Pitch → World of the intended audience, Problem in that world and Actions that shows how the product can solve that problem
3. Branding → Creating an image of a product that makes it stand out in the marketplace

Question 9

Advertising Activities - Distribution

Answer 9

• Media Planners: Agency personnel who decides where to place advertisements
• Goals: In stores, which outlets, costs

Question 10

Advertising Activities - Exhibition

Answer 10

• Ad Campaign: Goal is to put together an ad campaign → Set of advertisements that go towards a particular theme to promote a product for a period of time
  
  • Creative Branding strategy (Ad Production) + Efficient Media Plan (Ad Distribution)

Question 11

Public Relations

Answer 11

Definition: Public relations is information, activities, and policies by which corporations and other organisations seek to create attitudes favourable to themselves and their work, and to counter adverse attitude

Question 12

Stakeholder

Answer 12

• People who are affected by the organisation
• People who can affect the organisation

Question 13

Models

Answer 13

Press Agentry, Public Information model, Two way asymmetrical model (asym) and Two way asymmetrical model (symmetry)

Question 14

Model: Press Agentry

Answer 14

Communication: Asymmetric
Feature: One way communication
Propagandistic PR that seeks publicity or media attention in almost any way possible

Question 15

Model: Public Information Model

Answer 15

Communication: Asymmetric
Feature: One way communication
Uses presses and controlled media to release relatively objective information

Question 16

Model: Public Information Model (Asym)

Answer 16

Communication: Asymmetric
Feature: Two way communication
Uses research to develop messages that are most likely to persuade publics to behave as the organisation wants

Question 17

Model: Two way asymmetrical model (Symm)

Answer 17

Communication: Symmetric
Feature: Two way communication
Uses dialogue, bargaining, negotiation and strategies of conflict management to improve mutual understanding, which is the beginning of approving