Flashcards
focs - pr and ad
Cards in this deck (32)
- 1Advertising- Explicitly paying for media space and time to direct favourable attention to certain goods or services
- Transaction
- Not hidden!! - 2Advertising agenciesCompanies that specialize in the creation of ads for placement in media that accept payment for exhibiting those ads (content creation and exhibition / distribution)
- 3Agency holding companiesUmbrella firms that own (two or more) full service advertising agencies, public relations and marketing consulting agencies, direct-marketing firms, research companies, PR agencies
- 4B2B vs. Consumer agenciesB2B: interested in persuading personnel in another company to buy from them
Consumer: work for advertisers to persuade people in nonwork roles to buy their products - 5General vs. Specialty agenciesGeneral: Agencies that invites business from all types of advertisers
Specialty: tackles only certain types of clients (accounts) - 6Traditional vs. Direct-marketing agenciesTraditional: Agencies that create and distribute persuasive messages that creates a favourable impression of the product on target consumers that will lead them to buy it in stores
Direct-marketing: focus on mailers, telephone marketing, TV commercials etc. to elicit purchase then and there - 7Agency networks vs. Stand-alone firmsAgency network: part of an integrated network
Stand-alone firm: Single-location firms; offer more localized expertise - 8Basic functions of ad work1. Creative persuasion: set of imaginative activities involved in producing and creating advertisements
2. Market research: research whose end goal is gathering information that will help and organization sell more products and services
3. Media planning and buying: purchasing media space and / or time on strategically selected outlets that are deemed best suited to carry a client’s ad message - 9Production personnel: account executivecommunicates information between advertiser and the agency and also makes sure that all production, distribution and exhibition activities take place as planned
- 10Production personnel: creative personnelworks on creating the media content
- 11Market segmentation- Part of production process
- dividing society into different categories of consumers
- Need for market research - 12Sales pitcha message that portrays the world of the intended audience, a problem in that world, and actions that show how the product can solve that problem
- 13Branding- part of production process
- creating a specific image of a product that makes it stand out in the marketplace - 14Distribution personnel: media plannersagency personnel making decisions about where to place advertisement
- 15Media plansthe list of media outlets in which companies advertise their products
- 16Measure of cost efficiencyCost per thousand (CPM): basic measurement of advertising efficiency in all media, used by advertisers to evaluate how much space they will buy in a given medium and what price they will pay
- 17Exhibition in the ad industryGoal is to put together an ad campaign
--> Set of advertisements that go towards a particular theme to promote a product for a certain period of time - 18PR vs. Advertising1. Advertisers pay for the space or time that they receive but PR practitioners typically do not
2. Advertising clearly states its presence while PR activity typically hides its presence and its sponsor - 19Media relationsall dealings with reporters and other members of media organizations
- 20Internal relationsPresenting the views of the company to company workers and owners
- 21External relationsPresenting the views of the company to people and organizations outside the firm
- 22Production in the PR industry can come from1. Journalists that take the initiative
2. PR practitioners take the initiative to spread the world about client's activities - 23Press releaseA short essay that is written in the form of an objective news story
- 24Distribution in the PR industry: publicity outletA media vehicle that has in the past been open to input from PR practitioners
Chosen based on
1. Target audience reach
2. Appropriate for ideals, products, services firm wants to push - 25Information subsidiesThe time and money that PR people provide media practitioners that helps the latter get their work done
- 26Publicsa public is a group of people who have a common interest that binds them together
- 27Branded entertainmentlinking firm and product's name (and personality) with an activity that target audience enjoys
- Event marketing (product is focus)
- Event sponsorship (focus is on activity)
- Product placement - 28Event marketing- Focus is on product
- Creating compelling circumstances that command attention in ways that are relevant to product or firm
- Sports and entertainment venues, grassroots, road shows - 29Event sponsorship- Focus is on activity
- Companies pay money to be associated with particular activities their target audiences enjoy or value - 30Product placement- Firm manages to insert brand in a positive way into fiction or nonfiction content
- Through barter: process by which products used in movies and TV shows are provided by the manufacturer to the producers for free in exchange for the publicity
- Or product integration: marketers paying producers of reality and talk shows to build plot lines / discussions around their brands - 31Direct marketinguses media vehicles created by the marketer to send persuasive messages asking that the consumers (pre-selected) who receive them respond to the marketer
- Database marketing - 32Relationship marketingfirm's process of maintaining long-term contact with its customers
- regular mailings, frequent user programs, etc.
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- communications Flashcards on focs - pr and ad, created by Lynette PoPo on 04/11/2019.
- Created by
- Lynette PoPo
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