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44 Cards in this Set
- Front
- Back
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What is the example of a tough product to create buzz?
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Crest Extreme
Crest is tough to create buzz because it is well-known and excitement faded long ago. |
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Target and emphasis of the Crest campaign?
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Targeted women age 18 to 34 with an emphasis on women 23-24 years old
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What was centerpiece of Crest initiative?
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The quiz was the centerpiece. The quiz appeared in restrooms of favorite night spots
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Classic role of PR
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Classic role of PR is to foster goodwill between a firm and its many constituent groups.
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New era for PR
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driven by sophisticated, Internet connected consumers in a brand-obsessed world where consumers spread the word about brands
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how Gladwell’s “mavens” and “connectors” who share brand stories with their networks are relevant
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Mavens and connectors can be located, and if you give them useful information about your brand they may share it. (faster than ever on the internet)
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six primary objectives of PR
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1. promoting goodwill
2. promoting a product or service 3. preparing internet communications 4. counteracting negative publicity 5. lobbying 6. giving advice and counsel |
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six tools of PR
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1. press releases
2. feature stories 3. company newsletters 4. interviews and press conferences 5. sponsored events 6. publicity |
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press releases
(6 tools of PR) |
allow firms to pursue positive publicity from the media. Drawbacks: don’t know if or when item will appear in the news. Journalists free to edit or interpret releases, often altering the desired message
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feature stories
(6 tools of PR) |
invite journalists to do exclusive story. More controllable than a press release
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company newsletters
(6 tools of PR) |
in-house publications that can disseminate positive information about a company through the employees. Newsletters can also be distributed to gov’t officials and others. Internet is an excellent method
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interviews and press conferences
(6 tools of PR) |
often in crisis management situations. Also for breakthroughs and new product launches. Apple does good job of this
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sponsored events
(6 tools of PR) |
: from community events to the Olympics. Local level- display of logo shows residents an organization dedicated to supporting their community. Fund-raisers give positive visibility to corporations
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publicity
(6 tools of PR) |
“free” media exposure about a firm’s activities or brands. PR function to monitor and manage publicity. Tends to carry more credibility
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Julia Roberts bracelet incident reveals how PR works in Hollyw
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Roberts won Academy Award and waived to cameras, everyone now wanted to know about her bracelet. Van Cleef’s PR knew that if she won everyone would see bracelet.
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ethics box -- know gist of the Turner Broadcasting guerrilla campaign that stepped over the line in terms of both common sense and good taste
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Placed blinking black boxes in public places. Looked like bombs, violating law. Caused public scare but generated hype that even upstaged the Super Bowl.
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what are two categories of PR strategies?
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proactive PR strategy
reactive PR strategy |
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Proactive PR strategy
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guided by marketing objectives, seeks to publicize a company and its brands, takes an offensive rather than a defensive posture in the PR process.
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Reactive PR strategy
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dictated by influences outside the control of a company, focuses on problems to be solved rather than opportunities, requires a company to take defensive measures.
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two steps that help a firm implement a reactive PR strategy
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1. the public relations audit
2. the identification of vulnerabilities |
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how does a Bonnie Raitt lyric relate to the discipline of PR?
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Let’s give them something to talk about relates the the concept of PR in that you want people talking about your brand, and this can be achieved through the various tools learned in the chapter
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influencer marketing
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a series of personalized marketing techniques directed at individuals or groups who have the credibility and capability to drive positive word of mouth in a broader and salient segment of the population
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Two types of influencer programs/
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professional, peer-to-peer
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think of influence mktg as seeding conversations involving three parties: (1)__, (2)__, (3)__
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consumer, influencer, and a brand
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what is the idea behind peer-to-peer influencer programs?
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The idea is to give influencers something fun or provocative to talk about
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guiding principle
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“do something remarkable” to get people talking about your brand
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What did Pontiac do to display guiding principle?
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gave 276 free cars (G6) to the audience of Oprah’s season-opening show
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buzz marketing
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creating an event or experience that yields conversations that include the brand
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viral marketing
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the process of consumers marketing to consumers via the Web
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What is the idea behind buzz and viral marketing?
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The idea behind both of these to stimulate word of mouth involving key targets that might be impervious to traditional tools
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how did P.T. Barnum generate buzz in 1863?
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He orchestrated a wedding between two of his circus stars (bride and groom only 3 feet tall)
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BuzzMetrics (what do they do)
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provides services to clients for tracking word-of-mouth activity across the internet
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Idea behind P&G Vocalpoint program
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P&G focuses on women with large social networks to promote their products
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doing it right box -- five Ts for stimulating favorable word-of-mouth brand buzz
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talkers
topic tools taking part tracking |
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corporate advertising
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advertising intended to establish a favorable attitude toward a company as a whole, not just a specific brand.
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Example of a company who relies on broad corporate campaigns?
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Apple
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Ex. 20.14 -- what was HP’s problem? what is ad designed to accomplish?
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HP’s problem was that the company image had become fragmented. The ad was designed to unify the image of the firm, harkening back to the roots of the company.
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three types of corporate adv.
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corporate image advertising
advocacy advertising cause-related advertising |
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corporate image advertising
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Majority of corporate advertising efforts focus on enhancing the overall image of a firm among important constituents (customers, employees, general public)
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advocacy advertising
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attempts to establish and organization’s position on important social or political issues.
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cause-related advertising
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features a firm’s affiliation with an important social or societal cause
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Ex. 20.15, 20.16 -- Bristol-Myers Squibb and Anheuser Busch ads: what type of corporate adv. does each illustrate?
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Bristol-Meyers Squibb: corporate image Anheuser Busch: cause-related
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green marketing
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corporate efforts that embrace a cause or program in support of the environment
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Ecomagination
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it is simply a good business strategy to seek real solutions to real problems like air pollution and fossil-fuel dependency
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