351 spring 15 Terms and Concepts

“Marketing is not a battle of
products, it's a battle of
perceptions. It doesn't
matter if you have best
product or service, it's what
people think that counts.”
Noel Peebles, Author

Spring 2015 – Jour 351 – Principles of Strategic
Communications

 A memo to a client.
 Written to explain and convince.
 You are making recommendations.
 You are persuading.

Name: Ellen Duffy
Date: January 21, 2015
Re: Recommendation for pizza business launch.
Please make sure to read the syllabus for the definition of each
question.
1.) Description (1-3 sentences): Describe what and when you saw it.
2.) Analysis (1-2 sentences): WHO ISTHE AUDIENCE AND WHY?
DOES ITWORK FORTHIS AUDIENCE? WHAT ISTHE MESSAGE?
3.) Engagement (1-3 sentences): DOES ITWORK?
4.) Identification - Identify other IMC tactics (1 sentence per
additional tactic)
5) Recommend – why or why not for the Pizza business.


“I’M A GREAT LOVER.”
MARKETING

“TRUST ME, HE’S A GREAT LOVER.”
PUBLIC RELATIONS

“I’M A GREAT LOVER.
I’M A GREAT LOVER.
I’M A GREAT LOVER.”
ADVERTISING

“CAN SOMEONE HELP ME FIND A
GREAT LOVER?”
SOCIAL MEDIA

“Is he a great lover? We’ll hear from
dozens of witnesses and experts after
these messages.”
JOURNALISM

“I UNDERSTANDYOU’RE A GREAT LOVER.”
BRANDING

 Public Relations is a strategic
communications process that builds mutually
beneficial relationships between
organizations and their publics.
 PRSA (2012)

 "Advertising is the nonpersonal
communication of information usually paid
for and usually persuasive in nature about
products, services or ideas by identified
sponsors through the various media.”
 (Bovee, 1992, p. 7)

Integrated Marketing Communications is a
method of carefully coordinating all
promotional activities to produce a consistent,
unified message that is customer focused.

 Primary or secondary
 Formal or informal
 Qualitative or quantitative
 Scientific method

 Info placed in the media by an identified
sponsor that pays for time and space. It is a
CONTROLLED method of placing messages
in the media.

 A product, service or concept that is publicly
distinguished from other products, services
or concepts so that it can be easily
communicated and usually marketed.A
brand name is the name of the distinctive
product, service or concept.

For Target Customer that Needs/cares about,
Company/Product/Service is a Category/
Solution
that Benefit .
Unlike competitor, company/product/service
is Unique differentiator .

For conference planners looking for speakers,
Todd Felts is a professor/speaker who combines
two decades of professional experience with
academic knowledge, engaging a wider variety of
conference attendees.
Unlike most industry presenters who give boring
point-by-point presentations,Todd Felts teaches
difficult topics in a way that is fun, smart and
easy to remember.

 An area of public relations with responsibilities for building
relationships with constituent publics such as schools,
charities, clubs and activist interests of the neighborhoods or
metropolitan areas(s) where an organization operates.
Dealing and communicating with citizens and groups within
an organization’s operating area.

 Protects and defends an individual, company
or organization facing a public challenge to
its reputation.These challenges can involve
legal, ethical or financial standing.

 An aspect of relationship-building
between an organization and
government at local, state, and/or
national levels, especially involving flow
of information to and from legislative
and regulatory bodies in an effort to
influence public policy decisions
compatible with the organization’s
interests.
 Dealing and communicating with
legislatures and government agencies
on behalf of an organization.

 An activist practice for creating
social change among average
people. Grassroots organizing is
based on the power of the people
to take collective action on their
own behalf.This public relations
technique is often used to sway
public opinion and move legislators
to action.
 Grasstops uses the same strategy,
but with community influencers.

 The proactive process of anticipating,
identifying, evaluating and responding to
public policy issues that affect organizations
and their publics now and in the future.

 The management function that identifies
human needs and wants, offers products and
services to satisfy those demands, and causes
transactions that deliver products and
services in exchange for something of value
to the provider.
 Targets customers.

 Persuasion based on appeals rather than on the
merits of a case. Often gives only one side of an
argument, making it deceitful and not in the public
interest.
 Glittering generalities (broad statements)
 Name calling (emotions)
 Transfer (guilt by association)
 Bandwagon (everybody’s doing it)
 Plain folks (anti-elitism)
 Testimonials (if irrelevant)
 Card stacking (one-sided)

 Activities designed to win publicity or
attention, especially the staging of special
events to generate media coverage.
 Special activities designed to create and
stimulate interest in a person, product,
organization or cause.

 Mutually beneficial associations between publicists or
public relations professionals and members of media
organizations as a condition for reaching audiences
with messages of news or features of interest.
 Maintaining up-to-date lists of media people and a
knowledge of media audience interests are critical to
the function.
 Dealing with communication media in seeking
publicity or responding to their interest in the
organization.

 Information from an outside source that is
used by the media because it has news value.
 It is an uncontrolled method of placing
messages because the source does not pay
the media for placement.
 News services:
http://www.prnewswire.com/news-releases/

 Stimulating an interest in a person, product
or organization by means of a focused
“happening.”Activities designed to interact
with publics and listen to them.

Public Relations
Advertising (includes newspaper, magazine,
radio and television)
Sales Promotion
Direct Marketing
Internet andViral Marketing
Guerilla Marketing
Personal Selling

 Positioning is the perceptions
goal for your business or
organization.
 What do you want your target
audience to think of - be
reminded of - when they hear the
name of your business or
organization?

 Public ServiceAnnouncement (PSA)
 Ad like messages for which the media donate
time or space to organizations with a worthy
purpose that benefits the public.
 “Only you can prevent forest fires.” Smokey Bear

 A type of advertising
technique that
attempts to scare the
audience in order to
persuade them, such as
antismoking ads that
show disfigured former
smokers.

 Paying for certain keywords in order to show
up high in rankings in search engines such as
Google or Bing.

 Rate at which people click on an online
advertisement to access more information.

 A listing of advertising rates by size,
placement, and other characteristics, such as
whether they are black and white or full color
.
 Frequency discounts are also usually offered,
and the listed rates are usually negotiable,
especially for large advertisers.

 Billboards and other forms of advertising
such as buses or taxies that are done in
public.

 Information that a website puts on a user’s
local hard drive so that it can recognize when
that computer accesses the website again.
 Cookies are what allow for password
recognition and personalization.

Spreading news and
information about media
content through word of
mouth, usually via online
discussion groups, chats,
and emails, without using
traditional advertising and
marketing methods.

 Headline
 Sub-headline
 Benefits
 Image
 Call-to-action

Positioning
Research
Database development
Use of the Internet
Employing correct media tactics for the right
audience.
Building brand-loyal customers.
Creating an interactive relationship.
Brand development.
Projecting a consistent visual/verbal image.
The promotional and media mix.
Evaluation.

•Simply too much
communication for
the average person
to process.
•Develop
oversimplified mind.

•Identify specific market segments like income, religious affiliation, age,
family, etc.
•Reach: number of persons who see or hear the form of communication
•Frequency: How often they see the form of communication.

•Need Driven Consumers: Midst of
poverty. Represent 11%. Buy
essentials.
•Outer-Directed Consumers:
Represent 67%. Crucial target
for advertisers. Belongers,
emulators, achievers
•Inner-Directed Consumers:
22% Experientials, society
conscious consumers, “I am
me”, and integrated consumers

•The study of how, why, and where people live.
•The research of going out into the field and
observing how consumers select and use brands.
Ethnographics

Weasel Words:
• Helps
•Likes
•Virtually
•Faster
•As much as
Deceptive Claims:
•The irrelevant claim: look
impressive, but really aren’t
•The question claim: asks a
question
•The advantage claim: unique
advantage i.e. organic, BPA free
•The hazy claim: confuses buyer

 Ability [of the news media] to influence the
salience of topics on the public agenda.That
is, if a news item is covered frequently and
prominently the audience will regard the
issue as more important.
▪ McCombs & Shaw (1972)

•Publics can be grouped by the way they behave toward messages and issues, and
identified four types.
• All-issues publics who are active on all issues
• Apathetic publics who are inattentive and inactive on all issues
• Single-issues publics who are active on a limited number of
issues
• Hot-issues publics who respond and become active after being
exposed to an issue
• Elements that make up public opinion:
• Opinion: a view, judgment, or appraisal formed in the mind about a particular matter.
• Belief: a state or habit of mind in which trust or confidence is placed in some person or
thing
• Attitude: a) a mental position with regard to a fact or state: b) a feeling or emotion toward
a fact or state
•Value: something intrinsically valuable or desirable; something esteemed.

The Diffusion Process
• Explains how people adopt or reject
change, ideas or products.
• Reveals why major change is not
accomplished in a brief time.
• Reveals why it cannot be
accomplished through news media
alone.
• Emphasizes why channels of
interpersonal communication are the
most effective.
The five types of people: innovators, early adopters, early
majority, majority, and nonadopters (laggards).

The Five Stages within Diffusion Process
• Awareness: an individual becomes aware of “it,” quite often through the media
or mass communication channels.
• Interest: an individual develops an interest in learning more about “it.”
• Evaluation: an individual asks others for feedback about “it,” demonstrating the
importance of interpersonal communication.
• Trial: an individual uses a sample attends a rally, etc.
• Adoption: if adoption occurs, an individual may seek or respond to
reinforcement of adoption decision. Some call this the retrial or re-adoption
process.
The five types of people: innovators, early adopters, early majority, majority, and
nonadopters (Laggards).
https://www.youtube.com/watch?v=Utfpi5AATK8

• Speech: thoughts are encoded into words, transmitted by sound waves and decoded
by the receiver's understanding of the words-if that person is within earshot.
• Pantomime: use our body to express thoughts, transmit them by gestures or posture
and the receiver will decode them by understanding your movements.
• Printing: Encode your thoughts in words or typographic characters in any accepted
language, such as English, Spanish, Mandarin, etc., transmit them on a printed page
and the receiver will decode-if he or she can read and understand the language,
characters, etc.
EarlyView of Communications Process

Communication Barriers:
• Fuzzy language, Misalignment with culture and values, History of distrust,
Distractions, Negative influencers, Sources or spokespeople with no creditability,
Unreliable media, Media with which people are not comfortable, e.g., blogs for some,
printed mater where illiteracy is high, etc., Captive audiences, Gatekeepers
Communications Process Illustrating Feedback within Common Experience
The Shannon Weaver Model

SPEAKER
AUDIENCEMESSAGE
Ethos
Persuasion

 Author/Speaker
 Audience
 Implied
 Intended
 Message
 Actual
 Stated
“Momma Don’t LetYour Baby Grow Up to Be Cowboys”

 In Class on Monday.
 You have 30 minutes to complete the quiz.
 Open Notes. But, in order to do well, you
must be very familiar with material.
 Matching,T/F, Multiple Choice and Short
Answer.

351 spring 15 Terms and Concepts

More Related Content

What's hot (20)

Similar to 351 spring 15 Terms and Concepts (20)

More from Todd Felts (15)

Recently uploaded (20)

351 spring 15 Terms and Concepts

Editor's Notes