PBRL 270 Lecture Notes - Lecture 3: Kroger, W. M. Keck Observatory
1 Oct 2017
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Document Summary
Pr is looking to get publicity: free advertising . Advertising- paid space and time in the media: advantages. Controlled: size, message, time run, where run. Pr will occasionally use ads to make corrective actions: kroger ad was corrective advertising, avon breast cancer as was advocacy advertising, busch ad was issues advertising. Pr more long term than advertising: one is 8 times to read a story than look at an ad, provides third party endorsement. Story perceived as news > increases credibility. Pr sometimes uses advertising as a tactic: answers question how can we reach them . Pr growing eld: globalization and internalization of markets, increase in media outlets and communication technology, increased con ict among groups. Pr requires: rm base of theoretical knowledge. Thursday, august 31, 2017: strong sense of ethical judgment, solid communication skills, attitude of professionalism and social responsibility.
