FILM 240 Lecture Notes - Lecture 4: Pizza Pizza, Tim Hortons, Marketing Mix
20 Aug 2013
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Agenda: media relations, branding, social word of mouth. Public relations people design & execute communication strategy for publics internal and publics that are external. Publics = suppliers, investors, employees, clients, consumers. Public relations work really close with journalists. Pizza pizza pr folks did a study: Bosch survey finds top 5 reasons your dishwasher is making noise in your marriage. Social media press releases (creating your own media empire) A brand is the accumulation of collective perceptions. Brand values: manliness, dangerous, wild for harley-davidson. Lovemarks (brands with status) = walt disney, coca cola, apple, tim hortons, nintendo, mcdonalds, kraft, Brands must be infused with novel perspectives, resources & identities on a continuous basis to keep consumer attraction strong. Involves creating a new brand associations to help the brand stay relevant. The new media landscape has 3 parts: paid, earned & owned media. When you add up all of those parts: integrated marketing mix & communications.
