Question 2 1 pts The best (most accurate) way to set your advertising budget is to usemethod. The proliferation of media outlets and the 24-hour news cycle have led to changes in the way politicians handle PR. Then, they might take an interest in a particular product as they learn more about its features. It defines two general strategies or approaches known as above-the-line and below-the-line advertising before examining in detail the advertising funnel, or purchase funnel. A few other basic theories are introduced. This document is designed to anticipate and accommodate, by precedent, ethical challenges that may arise. A companys control over what its brand symbolizes can also lead to branding issues. However, the communication pattern is still one-way. All this combines to create a sense of mystery and an emotional anticipation for the products release. Liaisons speak on behalf of the brand and facilitate communication between the organization and its key publics. All of the answers listed are correct It includes the use of speeches, corporate websites, and special event sponsorships It is usually more expensive and less cost-effective than traditional advertising. The main objective of public relations is to maintain a positive reputation of the brand and maintain a strategic relationship with the public, prospective customers, partners, investors, employees and other stakeholders which leads to a positive image of the brand and makes it seem honest, successful, important, and relevant. Now, there are ad agencies of all sizes, and even very large agencies might do BTL marketing. The Obama campaign featured several iconic portraits and slogans that made for a consistent brand and encouraged his victory in 2008. Act promptly to correct erroneous communications for which the practitioner is responsible. Below the line (BTL) advertisingrefers to more one-on-one marketing approaches which can include targeted social media campaigns, direct mail marketing, point-of-sale ads, coupons and deals, and email and telemarketing appeals. Before Obamas inauguration in January 2009, an unprecedented amount of merchandise was sold, a further testament to the power of branding (Alberts, 2009). An effective public relations program continues over months or even years. Public relations uses multiple channels to generate public exposure. One example is propagandist techniques created by news media outlets in North Korea. As it turned out, the Kuwaiti girl was really the daughter of the Kuwaiti ambassador and had not actually witnessed any of the alleged atrocities (Parsons, 2005). Besides the conflict during crisis situations between journalists and PR professionals, there are PR battles that go on between competing brands and between non-profits, corporations and government officials all the time. Chemical companies should prepare for chemical spills. It was BP, a multinational corporation that up to that point had been working to create a more environmentally friendly image. Act promptly to correct erroneous communications for which the member is responsible. Brands, either on their own or with the help of advertising agencies, target audiences in different ways at specific points along the funnel to reach their strategic goals. Core Principle Client trust requires appropriate protection of confidential and private information. Lobbyists also attempt to influence public policy using PR campaigns. C. The city government of New Orleans refused to accept offers of federal assistance. Which statement below correctly summarizes President Nixon's reasons Adbusters, a publication devoted to reducing advertisings influence on global culture, added action to its criticisms of Nike by creating its own shoe. Investigate the truthfulness and accuracy of information released on behalf of those represented. As this chapter progresses, it defines the core concept of advertising and its relationship to public relations in more depth. New technologies such as blogs have enabled virtually anyone to participate in the news gathering process, meaning that public relations practitioners must work with both . A. Journalists know that people care about safety perhaps more than any other issue, so they focus on safety concerns during times of crisis. The company teamed up with Greenpeace and other environmental groups to promote green issues and increase its natural image. Scientists even speculated on the chances of the station hitting the targetslim to none. Stories of travels to exotic locations to research and develop cosmetics were completely fabricated, as was the companys reputation for charitable contributions. E. Typically, shorter forms of public . Now the doctrine is you respond instantaneously, and where possible with a strong counterattack. This is the unpaid peer-to-peer communication of often provocative content originating from an identified sponsor using the Internet to persuade or influence an audience to pass along the content to others: Viral marketing. An audiences attitudes and beliefs about a company can greatly influence its success. Sponsorship is often used as part of a public relations campaign. To counter the bad press, the company launched a series of commercials featuring top Toyota executives, urging the public to keep their faith in the brand (Bernstein, 2010). Mass media professionals craft messages to help sell products by raising awareness and pushing people to make actual purchase decisions, but in the network society and the age of targeted marketing, the ability to reach individual consumers who fit precise sets of characteristics is incredible. We are all publishers now. Probably the most important difference between marketing, public relations, and advertising is the primary focus. The four models of PR include traditional publicity, public information, persuasive communication, and two-way symmetrical models. Together, communication managers and technicians play a vital role in relationship building and the management of a brand. Public Relations. Disseminating planned messages through selected media to further an organizations interests. Even the origins of the company had been made up as a PR tool: The idea, name, and even product list had been ripped off from a small California chain called the Body Shop that was later given a settlement to keep quiet. The more you study the bigger picture of marketing which includes advertising strategies and other research efforts meant to guide advertising strategies as part of larger sales and production strategiesthe more you recognize how focused advertising is. If a product or service proves to be harmful, advertisers and public relations professionals have to decide if and when they will stop marketing the brand. Content marketingrefers to a common practice where brands produce their own content, or hire someone else to produce it, and then market that information as an alternative to advertising. Ultimately, the stunt gained Taco Bell global advertising (BBC World, 2001). Developing effective involvement in public policy and helping an organization adapt to public expectations. These public conversations often take place through mass media and social media, which is why public relations professionals need to understand how to work with and write effective messages for the media. It is important to have a crisis management team who can handle these situations. Whether you're looking for a new position or a new employee, start your search on the PRSA Jobcenter. Republican consultant Rich Galen explained Cheneys silence as an older PR tactic that tries to keep the discussion out of the media. It has become easy for individuals and fake accounts to publish information into the worlds information glut. 4). In an age of digital communication, it is cheap and easy to develop detailed, professional messages employing a variety of media types that PR pros can try to spread around the world instantaneously. It relates in many ways to the superbug media concept from previous chapters, and it is growing in popularity as people and companies develop new and better ways of avoiding advertising. d- Marketers can control whether the media choose to publish B) Advertising and public relations both give people and corporations direct control over the message. In this quiz, you'll learn everything about corporate social responsibility & the sustainability quiz is about the same. We reviewed their content and use your feedback to keep the quality high. Social media sites have also encouraged branding techniques by allowing users to create profiles of themselves that they use to communicate their core values. During the 1930s, the De Beers company had an enormous amount of diamonds and a relatively small market of luxury buyers. Question 1 1 pts Which is an accurate statement about public relations? To prevent its potential decline in the product lite-cycle, Disney runs a lot of commercials featuring Mickey Mouse showing you the fun times you could have in visiting Disney World again with your family, The commercials run throughout the year, though sometimes the amount of advertising can vary depending upon vacation season, weather and the economy, This example represents select all that apply): Use of a personality symbol Reminder advertising Sales promation Media scheduling based on flighting Madison & Vine. The member fails to disclose that he or she has a strong financial interest in a clients chief competitor. Media literacy is about what enters your mind: what stays in (that is, what issalient) and what goes out. As the readership of traditional media shift to online media, so has the focus of many in public relations. You'll get a detailed solution from a subject matter expert that helps you learn core concepts. An established method of inbound marketing is to write a blog or develop a podcast that attracts audiences who come for information and who stay for the delicious products. Click here for more information on what you can expect in a public relations career. In many ways, marketing (particularly content marketing) bridges the concepts of advertising and public relations because it includes content production similar to advertising and it establishes relationships with consumers, which is the ultimate purpose of PR. b- Publicity-based public relations do not have What you need to be able to do is to consider a source, consider how it is presenting its message, and consider the sources sources. . Responding to concerns, informing, and motivating and organizations current employees or members. A member spreads malicious and unfounded rumors about a competitor in order to alienate the competitors clients and employees in a ploy to recruit people and business. Positive, assertive communication focuses attention on the most important aspects of the problem and moves the process forward to resolution, even in the face of antagonistic news media. Emphasis on enforcement of the Code has been eliminated. The goal of the public information model is to release information to a constituency. PR can take the form of an event, a product placement, or a skillfully crafted message delivered during a crisis. Researchers have found it is probably strongest in situations where groups have little understanding of one another and where the messages and perceived outcomes are thought to be negative (note the section on Perloff). 2003-2023 Chegg Inc. All rights reserved. For example, the tobacco industry offers a good case study of the migration from advertising to PR. A major goal of PR efforts during a crisis is to try to make people forget there ever was a crisis. Since its modern inception in the early 20th century, PR has turned out countless campaignssome highly successful, others dismal failures. Knowing that advertising can influence peoples awareness and purchase decisions, we tend to develop a sort of double delusion where we think other people are probably affected more than they are, and we think we are influenced less than we are. Many nonprofit groups that are run by boards and have public service mandates use this model to ensure continued public support. The two-way symmetric model is useful in communicating within an organization because it helps employees feel they are an important part of the company. This model has held up in the years since its development and is a good introduction to PR concepts (Grunig & Hunt, 1984). Steps to Take to Weather a Public Relations Crisis - Business News Daily Advertising professionals will often argue that the best branding helps define and redefine the product over time so that the product only exists in consumers minds as advertising has described it, but marketing gets into the business of deciding what products to make, how to promote them, whom to market them to and when to stop making them. Thus, the world of consumer advertising in the mass media is more complex than the funnel makes it seem, although it is an essential strategic model in the industry. For more information and resources, visit our Ethics Page. They need to learn to survive and to thrive.
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