Chapter 20 ADV
Terms
undefined, object
copy deck
- What are the objectives of public relations?
- promoting goodwill, promoting a product or service, preparing internal communications, counteracting negative publicity, lobbying, giving advice and counsel
- What are the elements of a PR plan?
- situation analysis, program objectives, program rationale, communications vehicles, message content
- What does influencer marketing refer to?
- a series of personalized marketing techniques directed at individuals or groups who have the credibility and capabilitiy to drive positive word of mouth in a broader and salient section of the population.
- Whats the idea of influencer marketing?
- give the person something to talk about.
- why are the two types of influencer programs?
- professional and peer to peer
- what is a professional influencer program?
- a company building a relationship with a pro so they recommend the product to their clientele
- What is a peer to peer influencer program?
- doing something to get people talking about your brand
- What are two types of peer2peer influencers?
- buzz marketing and viral marketing
- how is buzz marketing different from viral?
- buzz is like a big event that gets people talking while viral is using the web to get people talking
- whats a specific area in which dramatic advancements in influencer marketing are being made?
- identifying and cultivating connectors
- Whats corporate advertising designed to do?
- promote a favorable attitude towards a company as a whole
- what are some firms that put a lot of money into corporate ads?
- GE, hewlitt packard, toyota
- most corporate campaigns are undertaken by companies in which industry?
- shopping goods
- which forms of media are well suited for corporate ads?
- TV and magazines
- what are the 3 types of corporate ads?
- image, cause related, and advocacy
- what is the difference between cause related and advocacy corporate ads?
- cause related deals with an important social or societal cause while advocacy ads link the organization to a specific issue