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Business Administration
BUS 343
Todd Green

BUS 343 December 6, 2010 Lecture 13 Communication Mix II Chapter 13 Creating  Types of Advertising Advertising  Product Advertising: An advertising message that focuses on a specific good or service (462)  Institutional Advertising: An advertising message that promotes the activities, personality, or point of view of an organization or company  Advocacy Advertising: A type of public service advertising provided by an organization that is seeking to influence public opinion on an issue because it has some stake in the outcome  Public Service Advertisements: Advertising run by the media without charge for not-for-profit organizations or to champion a particular cause  Advertising Campaign: A coordinated comprehensive plan that carries out promotion objectives and results in a series of advertisements placed in media over a period of time  Advertisement can be created by:  In-House: Own company creates the advertisement  Limited-Service Agency: Provides one or more specialized services  Full-Service Agency: Provides all or most services needed for a advertising campaign  The Advertising Team  Account Management: Soul, develops the campaign’s strategy, supervises and liaison between agency and client  Creative Services: Heart, people who dream up and produce the ads  Research and Marketing Services: Brain, collect information and details for the team  Media Planning: Legs, determines which communication vehicles are most effective and also the more efficient means of delivering the ad. Media Choices  Traditional Media Pros & Cons: See table 13.1, 465 (464)  Internet Advertising  Banners: Internet advertising in the form of rectangular graphics at the top or bottom of webpages  Buttons: Small banner-type advertisements that can be placed anywhere on a webpage  Pop-Up Ad: Advertisement which pops up on the screen after webpage has loaded  Email: Sending electronic mail  Spamming: Sending unrequested email to 5+ people who are not personally known to sender  Permission-Based Marketing: Email advertising in which online consumers have the opportunity to accept or refuse the unrequested email  Search Engines  M-Commerce: Promotional media through mobile phones and other mobile devices such as PDAs  Out-of-Home Media: Communications media that reach people in public places Developing Effective  Pre-Testing: A research method that seeks to minimize mistakes by getting consumer reactions to Advertising ad messages before they appear in the media (470)  Copy Testing: A marketing method that seeks to measure the effectiveness of ads by determining whether consumers are receiving, comprehending and responding to the ad according to the plan  Concept Testing: Helps determine if initial ideas will work  Test Commercials: Lets consumers respond to a rough version of the advertisement  Finished Testing: Testing reaction to the finished product, most testing are done before this point because a finished advertisement is high cost  Elements of an Advertising Critique: See table 13.3, 472 Public Relations (472)  Public Relations: Communications strategies to build good relationships and corporate image with an organization’s stakeholders, including consumers, stockholders and legislators  Publicity and Media Relations: Unpaid communications about an organization and/or its products appearing in the mass media  Corporate Public Relations: Manages the overall reputation and image of the organization  Crisis Management: Plans for the management of corporate crises, boycotts, recalls, disasters and strikes  Employee Relations: Internal programs designed to foster positive relationships among and between organization employees  Financial Relations: Effective communications toward investors, regulators and other financial stakeholders  Public Affairs: Lobbying efforts directed at influencing policy decisions at government levels  Community Relations: Management of relationships with local community stakeholders  Tools of Public Relations: See table 13.4, 475  Publicity: Unpaid communication about an organization appearing in the mass media  Press Release: Information that an organization distributes to the media about its activities, intended to appear as publicity  Timely Topics: Hot topics in the news  Research Stories: Summarize research projects  Consumer Information Release: To help consumers make better product decisions  Sponsorships: A PR activity through which companies provide financial support to help fund an event in return for publicized recogni
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