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Advertising Part 4 > Chapter 18 > Flashcards

Chapter 18 Flashcards

1
Q

Influencer marketing (Northlich definition)

A

A series of personalized marketing techniques directed at individuals or groups who have the credibility and capability to drive positive word-of-mouth in a broader and salient segment of the population.

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2
Q

Role/goal of PR

A

♠ Foster goodwill between a firm and its many constituent groups (customers, stockholders, suppliers, employees, government entities…)
♠ Used strategically for damage control
♠ Launch & establish brands
♠ Persuade consumers to make purchases
♠ Do anything to appease disgruntled users of a brand

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3
Q

Stephen Brown quote

A

We have evolved to an intensely commercial world where TV shows feature stories about marketing and consumer psychology.

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4
Q

Digital media vs. mass media

A

Digital media offer the opportunity for firms to be part of the dialogue

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5
Q

Six primary objectives of PR

A
  1. Promoting goodwill - image-building function
  2. Promoting a product or service
  3. Preparing internal communications - disseminating information and correcting misinformation
  4. Counteracting negative publicity - damage-control function
  5. Lobbying
  6. Giving advice and counsel - preparing employees for public appearances…
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6
Q

Tools for public relations

A 
♠ Press releases 
♠  Feature stories
♠ Company Newsletters/e-Newsletters
♠ Interviews and Press Conferences
♠ Sponsored events
♠ Publicity
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7
Q

Typical categories of information that make for a good story

A 
♠ New products launches
♠ New scientific discovery 
♠ New personnel
♠ Annual shareholder meetings 
♠ Charitable and community service activities
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8
Q

Publicity definiton

A

Essentially free media exposure about a firm’s activities or brands. It tends to carry heightened credibility

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9
Q

Proactive PR strategy definiton

A

‣ Takes an offensive approach
‣ Focuses on opportunities
‣ Guided by a brand’s marketing objectives
‣ Seeks to publicize a brand and build goodwill and buzz

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10
Q

Reactive PR strategy

A

‣ Takes a defensive approach
‣ Focuses on problems
‣ Guided by external pressures
‣ Seeks to quell negative publicity and recoup positive brand identity and public goodwill

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11
Q

Key components of PR program (proactive)

A
  1. PR audit

2. PR plan

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12
Q

PR audit definition

A

Identifies the characteristics of a firm’s activities that are positive and newsworthy

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13
Q

Components of a PR plan

A 
♠ Situation analysis
♠ Program objectives
♠ Program rationale
♠ Communications vehicles
♠ Message content
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14
Q

Two steps that help implement a reactive PR strategy

A
  1. The PR audit

2. Identification of vulnerabilities

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15
Q

Influencer marketing categories

A

♠ Professional Influencer Programs
♠ Peer-to-Peer Programs
♠ Buzz and Viral Marketing
♠ Cultivating Connectors

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16
Q

Buzz marketing definition

A

Creating an event or experience that yields conversations that include the brand.

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17
Q

Viral marketing definiton

A

Process of consumers marketing to consumers via the Web or through personal contact stimulated by a firm marketing a brand.

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18
Q

Five T’s to generate buzz

A 
♠ Talkers
♠ Topics
♠ Tools
♠ Taking part
♠ Tracking
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19
Q

BuzzMetrics what?

A

Provides services to clients for tracking word-of-moth activity across the Internet.

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20
Q

Word of Mouth Marketing Association (WOMMA)

A

Resource for learning about the art and science of buzz building

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21
Q

Corporate advertising definition

A

Intended to est. a favourable attitude toward a company as a whole.

22
Q

Types of corporate advertising

A

♠ Corporate Image Advertising - create favorable predisposition towards the firm. Not designed to influence sales
♠ Advocacy Advertising
♠ Cause-Related Advertising
♠ Green Marketing

23
Q

Advocacy Advertising

A

Establish an organization’s position on important social or political issues.

24
Q

A huge component of PR…

A

Is about monitoring and managing what consumers are saying to each other about the brand

25
Q

From the PR practitioners perspective…

A

The goal of influencer marketing is to help trusted sources take an advocacy position for their brand

26
Q

Influencer MKT & Theory (two-step flow of communication) (Katz & Lazarsfeld, 1955)

A
  1. Organization - where the message is creates
  2. Opinion leaders - attended by influencers (messages)
  3. Public opinion - opinion leaders then communicate these messages to their social networks. Word-of-mouth matters!
27
Q

Professional influencer marketing - brands target experts with hopes of making them advocates.

A

‣ Experts have the ability to influence product choices in their area
‣ The process:
• Don’t waste their time
• Encourage expert trial use
• Messaging with experts should focus on benefits
• Must commit long-term; aiming to build trus

28
Q

Peer-to-peer influencer MKT - brands target influencers with hopes of making them brand advocates

A

♠ WoM - 2 or more consumers share an opinion directly
♠ Buzz - an event or activity that yields excitement associated with brand—leads to publicity
♠ Viral - brand message that spreads quickly and exponentially among consumers (digitally)

29
Q

Common objectives of corporate MKT

A
  1. Build the image of the firm
  2. Boost employee morale or attract new employees
  3. Communicate an organization’s views
  4. Position the firm’s products against competition
  5. Play a role in integrated brand promotion
30
Q

Corporate advertising example

A

Deepwater Horizon oil spilli

31
Q

Lululemon textbook crisis communications

A 
♠ Admit your mistake and offer recourse
♠ Laugh at yourself
♠ Keep the media informed
♠ Issue FAQs
♠ Maintain CEO integrity
♠ Keep brand ambassadors happy
32
Q

PR definition

A

♠ communication efforts that attempt to “foster goodwill between a firm and its many constituent groups.” (O’Guinn et al.)
♠ communication efforts “that help an organization and its publics mutually adapt to each other.” (PRSA, 1982)

33
Q

Take home messages about PR

A

♠ PR is about relationship maintenance

♠ Public goodwill is the greatest asset any organization can have

34
Q

PR practitioners deal with 2 main questions

A
  • Which publics are most important now and in the future?

* What do these publics think?

35
Q

Types of PR - primary types of public relations

A 
♠ Media relations
♠ Employee relations 
♠ Financial relations
♠ Corporate relations
♠ Public affairs
36
Q

PR (PR vs. Advertising basic differences)

A

‣ Focused on the organization
‣ Maintain public goodwill
‣ Addresses more audiences
‣ Focused on long-term image

37
Q

ADV (PR vs. Advertising basic differences)

A

‣ Focused on the product / service
‣ Create consumer awareness
‣ Addresses fewer audiences
‣ Focused on short(er)-term image

38
Q

PR (PR vs. Advertising differences in how they use media)

A

‣ Persuade media to give free coverage (“earned media”)
‣ Little control over media message
‣ Can garner more credibility

39
Q

ADV (PR vs. Advertising differences in how they use media)

A

‣ Buy media coverage
‣ Complete control over media message (for traditional adv)
‣ Not as credible

40
Q

Traits of a (good) PR practitioner

A 
‣ Interpersonally gifted 
‣ Patient and benevolent 
‣ Energetic and dedicated 
‣ Good listener 
‣ Enjoys uncertainty 
‣ Can think on demand 
‣ Prescient 
‣ Life-long learner 
‣ Conflict mediator 
‣ Don’t need constant praise
41
Q

A huge component of PR …

A

is about managing the many varied perspectives and opinions that surround a brand or organization; it’s about understanding these perspectives, finding common ground, and designing strategic communication that’s derived from that common ground

42
Q

Crisis Management - when most people think of PR, they think of CM

A

‣ All firms encounter problems; their responses are
critical
• These responses are increasingly critical because the
problems are more visible and more long-lasting in our new media ecosystem
‣ PR practitioners must be ready for crises a priori

43
Q

PR practitioners must be ready for crises a priori (Crisis Management) - Good practices

A
  • Crisis management teams are formed
  • Crisis plans are in place
  • Spokesperson is identified and prepared
  • Messages are clear, consistent, and factual
  • Response is swift
44
Q

In today’s web-enabled world …

A

Consumer can talk about brands like never before; public relations practitioners must monitor and co-
manage these discussions

45
Q

PR & the Internet - new challenges faced by PR practitioners

A
  1. Brands have less control over their messages
  2. Every employee is a spokesperson
  3. Gossip and rumors spread instantly
  4. Dissatisfied customers have power
46
Q

Disaster is always nearby …

A

Effective PR requires being ready for these crises, even if they never happen

47
Q

Consumer purchasing behavior is largely driven by…

A

interpersonal communication

48
Q

2 huge components of PR …

A

♠ managing the many varied perspectives and opinions that surround a brand
♠ monitoring and managing what consumers are saying to each other about our brand

49
Q

Cause (Types of Corporate Advertising)

A

Features a firm’s affiliation with an important social cause

50
Q

Green (Types of Corporate Advertising)

A

Corporate efforts that embrace a cause or a program in support of the natural environment

51
Q

In today’s world …

A

PR mistakes can have ripple effects that extend beyond one brand; PR practitioners must preserve their brand’s public image and be mindful of how its public image is connected to those of other
brands

52
Q

Key PR problems in Deen’s announcement

A
  1. Wrong tone – disingenuous, self-serving, greedy
  2. Forced her talking points
  3. Delivered inappropriate talking points
  4. Woeful lack of knowledge or helpful information
  5. Accusatory and defensive interpersonal communication

Advertising Part 4 (3 decks)

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