Quiz 2 Flashcards
Advertising, PR
Aristotle’s appeals of persuasion
ethos, pathos, logos, common ground
ethos
authority –> sources credibility/history
pathos
emotion(al) appeal
speaker/audience share feelings
logos
logic, rational appeals, definitions and explanations, facts, and statistics
common ground
shared beliefs, values, and experiences with the audience
false comparison
in logos facts/information. two things are compared that cannot be correlated/compared
ex: someone who’s starving vs someone that ate something
creative pyramid
a model used to guide the creative team, when converting advertising strategy to an actual advertisement
creative pyramid (model)
action
desire
credibility
interest
attention
considerations for celebrity endorser
clean background
a good fit (authentically fits product)
can reach your audience
moral clause
part of celebrity endorsement where a company can let a celeb go if they say or do something damaging to the brand (protection)
copywriting (how to word messages)
use concrete language
using repetition, alliteration, parallelism
concrete vs abstract
abstract is the what –> studying is hard
complex is the how/why –> readings, homework, tiredness
ranks model of persuasion
about content (of the message)
intensify vs downplay
intensify approach
share your companies good, and another bad
downplay
share your companies bad, and others good
advertising is…
an application to the Laswell Model
Advertising vs PR
- Cost varies
- Goal: Increasing sales (ad) vs maintaining image (pr)
- Credibility: third party endorsements in PR
- Control over messages: pr control over what they’re saying
what is PR?
a strategic communication process that builds mutually beneficial relationships between organizations and their publics
PRSA
Public relations society of America
why pr?
- crisis - reacting to unfavorable public opinion
- protective - engaging with your public about issues they care about
publics
individuals or groups of individuals that have a direct or indirect association with an organization
internal vs external audiences
publics in versus outside of your organization
finding and communication to your audience
- identify these publics
- articulate why they are important to your organization
types of PR
- city/national
- internal employees
city/national pr type
apply branding techniques to cities/countries
- situational analysis/market research
- objectives
- implementation
- evaluation
advertising definition (txt book)
to stimulate the distribution of product
consumers
ppl who buy products for personal use
PSAs
messages/advertisements sent out free of charge to inform about an issue…sometimes by non-profit
medium
conduit in which messages are transferred
WOM
word of mouth –> a medium of communication by spoken word…when someone tells you how they like a product
- not structured
- not sponsored/paid for
mass media
radio, tv, newspaper –> interactive and addressable
marketing
a set of process for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization stakeholders
marketing 4 Ps
- (developing) product
- pricing
- (distributing) places
- promoting
marketing strategy
helps determine who the targets of advertising should be, in what markets advertisements should appear, and what goals the ads aim to achieve
advertising strategy
refine the target audience, define the desired audience response (feelings)
market driven economy assumptions
- self interest
- complete information
- many buyers/sellers (comp)
- absence of externalities
externalities
problems caused by products to indirect individuals that are relieved by the government through compensation of regulation
branding
to identify products and their source and to differentiate them from others
ex: coca-cola logo + bottle shape
product differentiation
vigorously seeking to portray their brands as different from and better than the competition by offer consumers quality, variety, and convenience
market segregation
marketers searched for unique GROUPS of people whose needs could be addressed through specialized products
USP
Unique selling proposition
positioning
separating a particular brand from its competitors by associating that brand with a particular set of needs that ranked high on consumers priority list
demarketing
cautioning/suggesting consumers to use products less to slow the demand
mega mergers
Cold War era –> trying to get Warsaw –> companies trying to expand their business/communication reach globally
