strat com quiz 1 Flashcards
paid media
advertising (billboard)
earned media
public relations (someone repost it)
owned media
proprietary platfroms (website)
customer centric
how does it benefit or does it say anywhere that it does benefit you
marketer centric
just in general
what is advertising?
paid space mediated (prepared) message identifiable source directed at audience specific channel design to persuade
example of an ad commercial
active and shakira commercial
what are the 4ps?
- product
- place
- price
- promotion
product
(tangible) features: components of the product of band
benefits: how does it make you feel
price
emphasize value
- price advertising
- image advertising
- sale advertising
price advertising
equal product for lesser cost
image advertising
creates personality perception
sale advertising
reducing price to increase sales, move investor and match competitors
place
how to distribute; picking your “channel”
- global
- regional
- national
- local
global/international advertising
several/few countries
regional advertising
few states; counties or cities
national advertising
county-specific
local advertising
city/municipal
promotion
the communication element
what is IMC?
integrated marketing communications
- involves multi-channels to target the customer
why IMC?
- helps get a message from a variety of sources.
- they also either use consumer centric or marketer centric
relationship marketing
creating, maintaining, and enchanting long-term relationships with customers and other stakeholders that result in exchanges of information and other things of mutual value
advertising
is the structured and composed non personal communication of information, usually paid for and usually persuasive in nature, about products by identified sponsors through various media
why use PR?
- to build credibility
- to create an identity (“brand”)
- to make more money
- to save money
- to manage
PR defined (older)
helps to establish and maintain mutual lines of communication, understanding, acceptance and cooperation between an organization and its publics
PR defined (newer)
a strat com process that builds mutually beneficial relationship between organization and their publics
public defined
any group of people who share common interests or values in a particular situation
what are the five elements of PR
- manges
- two-way communication
- planned communication
- it is researched communication
- it is socially responsible
PR manges
- manages the relationship between an organization and the publics that are important to its success
- provides council on timing, manner and necessary actions
- needs to have measurements to show its success/impact
PR is a two way communication
PR speaks and listens
PR is planned communication
- PR messages are planned to align with organizations values, needs and direction as well as aligned with the values, needs and directions of the organizations publics
- SEMMDR encoding
is it researched communication
PR assess the environment of the organization and topics at hand to ensure it is communicated effectively
it is socially responsible
an organization should be constructive and contribute to society
two lenses for problem solving with PR
- heuristic (or “piratical”) lens
- theoretical (or “scientific”) lens
heuristic (or “piratical”) lens
- using educated guesses trial and error
- slowly gain confidence and competency through each experience
theoretical (or “scientific”) lens
based on research, refined over the years by many researchers and experiences
drawbacks of heuristic (or “piratical”) lens
trail and error is costly; time intensive, lead to larger errors, potentially limits results
upside of theoretical (or “scientific”) lens
- save time and money
- little to no guessing
PR vs IMC
imc: advertising (paying for space) + marketing (4Ps and consumer-centric) + some PR tactics
“A mix”
PR: the management of relationships between an organization and its publics
publics in public relations
- an organization has multiple publics
- not all publics share the same views/opinions/goals
- need to feed all the publics with relevant and consistent information
stakeholders
have a vested interets in organization
DOES NOT MEAN THE SAME AS STOCKHOLDERS
all stakeholders = all publics
all publics DO NOT EQUAL all stakeholders
types of publics
- traditional
- nontraditional
- latent
- aware
- active
- intervening
- primary
- secondary
- internal
- external
- domestic
- international
traditional publics
- long term relationship
- frequent communication
examples: employees, investors
nontraditional publics
- short term
- infrequent/inconsistent
examples: special interest groups
latent publics
unaware
Latent publics share your organization’s values, but these publics don’t yet know of that commonality
aware publics
they know about you but you have no relationship with them
NO FEEDBACK
active publics
aware of you, have relationship
primary publics
directly affect your organization
intervening publics
publics who share your information with other publics
THIS IS POSITIVE
example: social media
secondary publics
minimal affect on your organization
internal publics
publics within your organization
examples: employees, owner
external publics
publics outside your organization
examples: customers, government
domestic publics
publics within your organization country
international publics
outside your country
traditional publics
- employees
- news media
- government
- investors
- customers
- mulit- cultural/diverse
- constituent/voters
- business
employees publics
most important to communicate with: to ensure profit and success
news media publics
- understand their ever-changing field
- know the gatekeeper
- producers and editors
government publics
- aid in interpreting legislation
- keep lines of communication open for when an unfavorable policy is proposed or implemented
investors publics
- stockholders
- financial analyst
- fiscal news media
- employee investors
customers publics
- what are their trends?
- where/how do they shop (place)
- know the decision makers (usually female)
multi- cultural/diverse publics
- age
- diverse
- race
- industry
- faith/ non religious
constituent/voters publics
citizens and elected officials
business (b2b) publics
- suppliers
- distributers
- vendors
- industry partners/ association
demographics
age, sex, race, education, income, number of children
psychographics
what a public thinks, believes, feels and values
coorientation
A research process which helps PR practitioners decide where a specific public agrees with an organization on a particular issue
mass marketing
a strategy in which a business goes after its whole market with one message
market segmentation
a strategy in which a business goes after unique groups within its market with tailored messages
the 2 areas under the segmentation process
- identify
- combine
4 areas of the segmentation process(under identify)
- demographics
- psychographics
- behavioral
- geographics
geographics
(regional data) - city state - county - state - store locations advertisers are looking for region with the highest return rate ($)
demographics
- age
-sex - ethnicity
- income
- education
- occupation
often combined with geographic data to create target market
example of demographics
hispanic purchasing power in the rise and therefore of great interest to advertise it
ex Havana
segmentation: behavior
- user status
- purchase Occassion
- benefits sought
user status variables
- sole-users
- semi-sole
- discount users
- aware non-triers
- trial/rejectors
- repertoire
sole-users
exclusive; loyal
semi-sole users
have a preference, but open
discount users
purchase sale items; some loyalty
aware non-triers
use competitive products
trial/rejectors
tried and didn’t like the product
repertoire
superior product attributes; will buy at full price
volume segmentation
consumers are categorized by markets as light, medium or heavy users of a product based on their usage rate
80/20 rule
20% of all users consume 80% of the product
when/ why someone buys a product
purchase Occassion
- business or personal
- factors include: season, fad, frequency of need
benefits sought- what they want from a product
- quality
- price
- sex appeal
- healthy lifestyle
- brand impact
psychographics
group consumers by:
- values
- attitudes
- personality
- lifestyle
VALS meaning
values, attitude and lifestyle
VALS psychographics
ideals- conceded w principles
achievement- success
self-expression- desire for expereinces
business & government segmentation.
- NAICS
- market concentration
- end user
NAICS
North American Industry Classification System (NAICS) helps advertisers determine what businesses are in the market for based on codes
market concentration
Market for similar types of industrial goods are often located in specific geographical regions.
end user
Businesses can also segment by the end user
combine
Combine these groups into larger market segments according to their interest in the product’s utility.
the target market process
- determine which target market has the greatest profit potential
- determine which market(s) can be most successfully penetrated
- once target market(s) are identified, implement the 4Ps of Marketing
the positioning process
The positioning process takes into account the 4Ps of marketing
Product Positioning
Linking the product to a word in the consumer’s mind
product Differentiation:
creates a difference that appeals to the preferences of a distinct product segment.
Product Branding
Combination of name, words, symbols and/or design that identifies the product.
Product Packaging:
provides clear identification of product at Point of Sale (POS).
