ADVERTISING PRACTICE IN A

DIVERSE SOCIETY

Discussion 19

The two Ps

April 15, 2014

Name tags out

Cell phones off

Situational Analysis and Media Plan due

About your creative presentation Remember, you’re an agency !!! How would an agency pitch creative? Formats for creative – stick fi gures are OK Rehearse

Evaluations For this course For your team

HOUSEKEEPING

BEND ME, SHAPE ME ANY WAY YOU WANT ME

Click icon to add picture

Shaping opinion

Shaping behavior

PR AND PROMO

ALL ABOUTSHAPING

Shaping opinion

WHATWORDS ARE THE

MOST CHILLING FOR A CORPORATE EXECUTIVE TO

HEAR?

How would you define Public Relations?

PUBLIC RELATIONS

Public relations is the management function that establishes and maintains mutually benefi cial relationships between an organization and the publics on whom its success or failure depends.

Publics are all the groups of people with which an organization interacts: employees, members, local communities, shareholders, customers and institutions

PR is a tactical function; PR staff produce a variety of communication tools to achieve corporate image and information objectives

And, PR is a strategic management function that monitors public opinion and advises senior corporate managers on how to achieve positive relationships with various audiences

PR BY THE BOOK

Public relations is the management function that establishes and maintains mutually beneficial relationships between an organization and the publics on whom its success or failure depends.

“…public relations and public aff airs are probably higher up on the CEO’s agenda than advertising, marketing research, or other forms of specialist communication.”

PR BY THE BOOK

WHY IS PUBLIC RELATIONS SO IMPORTANT?

Click icon to add picture

Public opinion refers to what people think; their beliefs based on perceptions or evaluations of events, people, institutions, or products.

THE IMPORTANCE OF PUBLIC OPINION

Public opinion and corporate reputation are connected – Reputation = goodwill, integrity and trust

Public goodwill is a company’s greatest asset; it is the job of public relations to create it and maintain it.

Integrity is not just about having a positive image, it’s a result of a company’s actual behavior.

Oftentimes, public relations is the conscience of the company, with the objective of building trust and maintaining the organization’s integrity.

THE IMPORTANCE OF PUBLIC OPINION

Goodwill (1) :  the favor or advantage that a business has acquired especially through its brands and its good reputation (2) :  the value of projected earnings increases of a business especially as part of its purchase price (3) :  the excess of the purchase price of a company over its book value which represents the value of goodwill as an intangible asset for accounting purposes

Integrity: adherence to moral and ethical principles; soundness of moral character; honesty.

PR AND ADVERTISING:

WHAT’S THE DIFFERENCE?

Viewpoint

PR VS. ADVERTISING

Click icon to add picture

Media usage; gatekeepers

PR VS. ADVERTISING

Control

PR VS. ADVERTISING

Credibility

PR VS. ADVERTISING

Preparation and messaging

PR VS. ADVERTISING

Click icon to add picture

Media relationsEmployee relationsFinancial or investor relationsPublic aff airs, issues management

THE TYPES OF PUBLIC RELATIONS

Media relationsEmployee relationsFinancial or investor relationsPublic aff airs, issues managementReputation managementCrisis communications

THE TYPES OF PUBLIC RELATIONS

Media relationsEmployee relationsFinancial or investor relationsPublic aff airs, issues managementReputation managementCrisis communicationsCause relatedSocial media monitoring and messaging

THE TYPES OF PUBLIC RELATIONS

THE TOOLS OF PUBLIC RELATIONS

ONE FABULOUS EXAMPLE

WHAT WAS NOVEMBER 30, 2013?

WHAT WAS NOVEMBER 30, 2013?

THE BIG PR IDEA

SMALL BUSINESS SATURDAY

SMALL BUSINESS SATURDAY

Local press scan here

SMALL BUSINESS SATURDAY

SMALL BUSINESS SATURDAY

http://prsany.org/downloads/BigAppleAwards2013/small_business_saturday__mbooth.pdf

Shaping behavior

PROMOTION

A BOGO is one of many promotion types

WHAT’S A BOGO? What would

be more likely to

stimulate trial…a BOGO

or 30% off one.

The media and non-media marketing pressure applied for a predetermined, limited period of time at the level of consumer, retailer, or wholesaler in order to stimulate trial, increase consumer demand, or improve product availability.

Sales promotion: increasing the value of its product or brand by off ering an extra incentive to purchase it.

Designed to encourage action.

Sales promotion is primarily designed to motivate people to act by off ering incentives.

PROMOTION BY THE BOOK

TRIAL Get you to try something the first time

RETRIAL Get you to try something that’s been improved

REPEAT PURCHASE Get you to go back and buy it again

MULTIPLE PURCHASE Get you to buy 2 packages instead of just one

PURCHASE FREQUENCY Get you to buy it every week

TRADE UP Get you to buy a larger sized package

USAGE Get you to use the product up faster, or use it in new ways

LOYALTY Keep you buying the brand in the face of strong competition; rewarding

you for being a loyal customer

PROMOTION OBJECTIVES

Consumer promotions:

Price deals

BESIDE A BOGO

Broader view

Consumer promotions:

Premiums

BESIDE A BOGO

Consumer promotions:

Refunds and rebates

BESIDE A BOGO

Consumer promotions:

Coupons

BESIDE A BOGO

Consumer promotions:

Sampling

BESIDE A BOGO

Consumer promotions:

Sweepstakes

BESIDE A BOGO

BESIDE A BOGO

Consumer promotions:

Sweepstakes

Trade promotions:

Targeted volume building

BESIDE A BOGO

Trade promotions:

Channel events

BESIDE A BOGO

Multiplatform and multi-discipline

A study in integrating PR and promotion

BESIDE A BOGO

Multiplatform and multi-discipline

A study in integrating PR and promotion

BESIDE A BOGO

Multiplatform and multi-discipline

A study in integrating PR and promotion

BESIDE A BOGO

Multiplatform and multi-discipline

A study in integrating PR and promotion

BESIDE A BOGO

Also, a significant amount of social media…posting and sharing.

Over 200 print, online & radio segments in just 23 days

200 million+ Media ImpressionsPrint coverage in 4 of the top 5 DMAsWidespread national media coverage

ESPN.com, USAToday,com, AP, Yahoo Sports, GolfWeek, Golf.com, LA Times, New York Times

Regional Radio (7) ESPN 1080 Leaderboard Radio -- Troy Merritt -- 10/25, 10/29, 11/1,

11/8, Steve Powell – 11/1, 11/8 ESPN Beat of Sports – Steve Powell, 11/8

National Radio (4) Peter Kessler Show XM Radio – Troy Merritt, 11/1 Matt Adams Show XM Radio – Steve Powell, 11/8 Matt McKay, The Elevated Tee on KSPI920 - Steve Powell, 11/7 John Abernoth, “Hooked on Golf” - Steve Powell, 11/6

RESULTS (A TYPICAL MONTH)

Public relations is critically important to brands because it shapes public opinion, and in many cases public action

PR is growing in importance because it is versatile and can yield huge amounts of “free ink”

Promotion drives action…behavior that typically results in a brand experience or a sale.

KEY TAKEAWAYS

Single most important point

PR AND PROMOTION – REMEMBER THAT

THESE AND MOST EVERYTHING WE DO IN IMC SHAPES THE WAY PEOPLE THINK,

FEEL AND ACT.

THIS IS VERY POWERFUL.

Read Chapter 16

Work your creative brief and creative presentationClass presentations 4/22 and 4/24Presentation schedule posted on BBFinal delivery of creative due 4/24 end of day

Final exam on 5/2 covering Chapters 11 – 17, class presentations, assigned readings and guest presentationsLook for study guide on BB by 4/21

BE PREPARED