351 spring 15 Terms and Concepts

“Marketing is not a battle of products, it's a battle of perceptions. It doesn't matter if you have best product or service, it's what people think that counts.”

Noel Peebles, Author

Spring 2015 – Jour 351 – Principles of Strategic Communications

A memo to a client. Written to explain and convince. You are making recommendations. You are persuading.

Name: Ellen DuffyDate: January 21, 2015Re: Recommendation for pizza business launch.

Please make sure to read the syllabus for the definition of each question.

1.) Description (1-3 sentences): Describe what and when you saw it.

2.) Analysis (1-2 sentences): WHO IS THE AUDIENCE AND WHY? DOES IT WORK FOR THIS AUDIENCE? WHAT IS THE MESSAGE?

3.) Engagement (1-3 sentences): DOES IT WORK?

4.) Identification - Identify other IMC tactics (1 sentence per additional tactic)

5) Recommend – why or why not for the Pizza business.

“I’M A GREAT LOVER.”

MARKETING

“TRUST ME, HE’S A GREAT LOVER.”

PUBLIC RELATIONS

“I’M A GREAT LOVER.I’M A GREAT LOVER.I’M A GREAT LOVER.”

ADVERTISING

“CAN SOMEONE HELP ME FIND A GREAT LOVER?”

SOCIAL MEDIA

“Is he a great lover? We’ll hear from dozens of witnesses and experts after these messages.”

JOURNALISM

“I UNDERSTAND YOU’RE A GREAT LOVER.”

BRANDING

Public Relations is a strategic communications process that builds mutually beneficial relationships between organizations and their publics.

PRSA (2012)

"Advertising is the nonpersonalcommunication of information usually paid for and usually persuasive in nature about products, services or ideas by identified sponsors through the various media.”

(Bovee, 1992, p. 7)

Integrated Marketing Communications is a method of carefully coordinating all promotional activities to produce a consistent, unified message that is customer focused.

Primary or secondary Formal or informal Qualitative or quantitative Scientific method

Info placed in the media by an identified sponsor that pays for time and space. It is a CONTROLLED method of placing messages in the media.

A product, service or concept that is publicly distinguished from other products, services or concepts so that it can be easily communicated and usually marketed. A brand name is the name of the distinctive product, service or concept.

For Target Customer that Needs/cares about,

Company/Product/Service is a Category/

Solution

that Benefit .

Unlike competitor, company/product/service

is Unique differentiator .

For conference planners looking for speakers, Todd Felts is a professor/speaker who combines two decades of professional experience with academic knowledge, engaging a wider variety of conference attendees.

Unlike most industry presenters who give boring point-by-point presentations, Todd Felts teaches difficult topics in a way that is fun, smart and easy to remember.

An area of public relations with responsibilities for building relationships with constituent publics such as schools, charities, clubs and activist interests of the neighborhoods or metropolitan areas(s) where an organization operates. Dealing and communicating with citizens and groups within an organization’s operating area.

Protects and defends an individual, company or organization facing a public challenge to its reputation. These challenges can involve legal, ethical or financial standing.

An aspect of relationship-building between an organization and government at local, state, and/or national levels, especially involving flow of information to and from legislative and regulatory bodies in an effort to influence public policy decisions compatible with the organization’s interests.

Dealing and communicating with legislatures and government agencies on behalf of an organization.

An activist practice for creating social change among average people. Grassroots organizing is based on the power of the people to take collective action on their own behalf. This public relations technique is often used to sway public opinion and move legislators to action.

Grasstops uses the same strategy, but with community influencers.

The proactive process of anticipating, identifying, evaluating and responding to public policy issues that affect organizations and their publics now and in the future.

The management function that identifies human needs and wants, offers products and services to satisfy those demands, and causes transactions that deliver products and services in exchange for something of value to the provider.

Targets customers.

Persuasion based on appeals rather than on the merits of a case. Often gives only one side of an argument, making it deceitful and not in the public interest.

Glittering generalities (broad statements) Name calling (emotions) Transfer (guilt by association) Bandwagon (everybody’s doing it) Plain folks (anti-elitism) Testimonials (if irrelevant) Card stacking (one-sided)

Activities designed to win publicity or attention, especially the staging of special events to generate media coverage.

Special activities designed to create and stimulate interest in a person, product, organization or cause.

Mutually beneficial associations between publicists or public relations professionals and members of media organizations as a condition for reaching audiences with messages of news or features of interest.

Maintaining up-to-date lists of media people and a knowledge of media audience interests are critical to the function.

Dealing with communication media in seeking publicity or responding to their interest in the organization.

Information from an outside source that is used by the media because it has news value.

It is an uncontrolled method of placing messages because the source does not pay the media for placement.

News services: http://www.prnewswire.com/news-releases/

Stimulating an interest in a person, product or organization by means of a focused “happening.” Activities designed to interact with publics and listen to them.

Public RelationsAdvertising (includes newspaper, magazine,

radio and television)Sales PromotionDirect MarketingInternet and Viral MarketingGuerilla MarketingPersonal Selling

Positioning is the perceptions goal for your business or organization.

What do you want your target audience to think of - be reminded of - when they hear the name of your business or organization?

Public Service Announcement (PSA)

Ad like messages for which the media donate time or space to organizations with a worthy purpose that benefits the public.

“Only you can prevent forest fires.” Smokey Bear

A type of advertising technique that attempts to scare the audience in order to persuade them, such as antismoking ads that show disfigured former smokers.

Paying for certain keywords in order to show up high in rankings in search engines such as Google or Bing.

Rate at which people click on an online advertisement to access more information.

A listing of advertising rates by size, placement, and other characteristics, such as whether they are black and white or full color

. Frequency discounts are also usually offered,

and the listed rates are usually negotiable, especially for large advertisers.

Billboards and other forms of advertising such as buses or taxies that are done in public.

Information that a website puts on a user’s local hard drive so that it can recognize when that computer accesses the website again.

Cookies are what allow for password recognition and personalization.

Spreading news and information about media content through word of mouth, usually via online discussion groups, chats, and emails, without using traditional advertising and marketing methods.

Headline Sub-headline Benefits Image Call-to-action

PositioningResearchDatabase developmentUse of the InternetEmploying correct media tactics for the right

audience.Building brand-loyal customers. Creating an interactive relationship. Brand development. Projecting a consistent visual/verbal image. The promotional and media mix.Evaluation.

•Simply too much communication for the average person to process.

•Develop oversimplified mind.

•Identify specific market segments like income, religious affiliation, age, family, etc.•Reach: number of persons who see or hear the form of communication•Frequency: How often they see the form of communication.

•Need Driven Consumers: Midst of poverty. Represent 11%. Buy essentials.

•Outer-Directed Consumers: Represent 67%. Crucial target for advertisers. Belongers, emulators, achievers

•Inner-Directed Consumers: 22% Experientials, society conscious consumers, “I am me”, and integrated consumers

•The study of how, why, and where people live.

•The research of going out into the field and observing how consumers select and use brands.

Ethnographics

Weasel Words:• Helps•Likes•Virtually•Faster•As much as

Deceptive Claims:

•The irrelevant claim: look impressive, but really aren’t

•The question claim: asks a question

•The advantage claim: unique advantage i.e. organic, BPA free

•The hazy claim: confuses buyer

Ability [of the news media] to influence the salience of topics on the public agenda. That is, if a news item is covered frequently and prominently the audience will regard the issue as more important.

▪ McCombs & Shaw (1972)

•Publics can be grouped by the way they behave toward messages and issues, and identified four types.

• All-issues publics who are active on all issues• Apathetic publics who are inattentive and inactive on all issues• Single-issues publics who are active on a limited number of issues• Hot-issues publics who respond and become active after being exposed to an issue

• Elements that make up public opinion:• Opinion: a view, judgment, or appraisal formed in the mind about a particular matter.• Belief: a state or habit of mind in which trust or confidence is placed in some person or thing•Attitude: a) a mental position with regard to a fact or state: b) a feeling or emotion toward a fact or state•Value: something intrinsically valuable or desirable; something esteemed.

The Diffusion Process• Explains how people adopt or reject change, ideas or products.• Reveals why major change is not accomplished in a brief time.• Reveals why it cannot be accomplished through news media alone.• Emphasizes why channels of interpersonal communication are the most effective.

The five types of people: innovators, early adopters, early majority, majority, and nonadopters (laggards).

The Five Stages within Diffusion Process• Awareness: an individual becomes aware of “it,” quite often through the media or mass communication channels.• Interest: an individual develops an interest in learning more about “it.”• Evaluation: an individual asks others for feedback about “it,” demonstrating the importance of interpersonal communication.• Trial: an individual uses a sample attends a rally, etc.• Adoption: if adoption occurs, an individual may seek or respond to reinforcement of adoption decision. Some call this the retrial or re-adoption process.

The five types of people: innovators, early adopters, early majority, majority, and nonadopters (Laggards).

https://www.youtube.com/watch?v=Utfpi5AATK8

• Speech: thoughts are encoded into words, transmitted by sound waves and decoded by the receiver's understanding of the words-if that person is within earshot.

• Pantomime: use our body to express thoughts, transmit them by gestures or posture and the receiver will decode them by understanding your movements.

• Printing: Encode your thoughts in words or typographic characters in any accepted language, such as English, Spanish, Mandarin, etc., transmit them on a printed page and the receiver will decode-if he or she can read and understand the language, characters, etc.

Early View of Communications Process

Communication Barriers:• Fuzzy language, Misalignment with culture and values, History of distrust, Distractions, Negative influencers, Sources or spokespeople with no creditability, Unreliable media, Media with which people are not comfortable, e.g., blogs for some, printed mater where illiteracy is high, etc., Captive audiences, Gatekeepers

Communications Process Illustrating Feedback within Common Experience

The Shannon Weaver Model

Communication Process Model

SPEAKER

AUDIENCEMESSAGE

Ethos

Persuasion

Author/Speaker

Audience Implied Intended

Message Actual Stated

“Momma Don’t Let Your Baby Grow Up to Be Cowboys”

In Class on Monday. You have 30 minutes to complete the quiz. Open Notes. But, in order to do well, you

must be very familiar with material. Matching, T/F, Multiple Choice and Short

Answer.