Com 201: Introduction to Mass Communication

1
Com 201 Introduction to Mass Communication

• Instructor Iva Thelen
• Fall 2005
• PR Advertising

2
Todays Plan

• Discuss PR
• Discuss Ad Agencies
• Discuss Media Research

3
What We Will Cover for PR

• Importance of PR
• Origins of PR
• Structure of PR
• Public Relations Services
• Media Relations
• Professionalization

4
What is Public Relations?

• A management tool to establish beneficial
  relationships.

5
Steps to Accomplish PR

• Identify Existing Relationships
• Evaluate the Relationships
• Design Policies to Improve the Relationship
• Implement the Policies

6
Public Relations Services

• Publicity
• Promotion
• Lobbying
• Political Communication
• Image Consulting
• Financial Public Relations
• Fund-Raising
• Contingency Planning
• Polling
• Events Coordination

7
PR and Advertising

• Management Function
• Measuring Success
• Control of Messages

8
Integrated Marketing

• Coordinating advertising as a marketing tool with
  promotion and publicity of the sort that PR
  experts can provide.

9
Media Relations

• Open Media Relations
• Proactive Media Relations
• Proactive Crisis Responses
• Ongoing Media Relationships
• Sound Operating Principles
• Ambivalence in Media Relations
• Adversarial Public Relations

10
Professionalization

• A Tarnished Image
• PR Journalist
• Standards and Certification
• PRSA

11
What We Will Cover for Advertising

• Ad Agencies
• Placing Advertisements
• Pitching Messages
• Research and Psychology
• Problems and Issues

12
Importance of Advertising

• Consumer Economies
• Advertising and Prosperity
• Advertising and Democracy

13
BIG SPENDERS

• GM 3.7 BILLION
• Time Warner 2.9 Billion
• Procter Gamble 2.7 Billion
• At UPS, my measly budget was 98 Million

14
Advertising Agencies

• Agency Structure
• Agency Compensation
• Advertisers Role in Advertising

15
Structure

• Creativity
• Liaison
• Buying
• Research

16
Compensation

• Commissions
• Fees
• Performance

17
Placing Advertising

• Media Plans
• Media Choice

18
Pitching Messages

• Importance of Brands
• Lowest Common Denominator
• Unique selling proposition
• Market Segments
• Positioning
• Redundancy Techniques
• New Advertising Techniques

19
Techniques

• Barrages
• Bunches
• Trailing
• Multimedia Trailing
• Stealth Ads -Infomercial zines
• New Site Ads

20
Research and Psychology

• Motivational Research
• Subliminal Advertising

21
Advertising Regulation

• Industry Self-Regulation
• Public Interest Advertising
• Ad Council
• Government Regulation

22
Problems and Issues

• Advertising Clutter
• Creative Excesses
• Advertising Effectiveness

23
For Thursday

• Read Chapter 13 14