Study your flashcards anywhere!

Download the official Cram app for free >

  • Shuffle
    Toggle On
    Toggle Off
  • Alphabetize
    Toggle On
    Toggle Off
  • Front First
    Toggle On
    Toggle Off
  • Both Sides
    Toggle On
    Toggle Off
  • Read
    Toggle On
    Toggle Off
Reading...
Front

How to study your flashcards.

Right/Left arrow keys: Navigate between flashcards.right arrow keyleft arrow key

Up/Down arrow keys: Flip the card between the front and back.down keyup key

H key: Show hint (3rd side).h key

A key: Read text to speech.a key

image

Play button

image

Play button

image

Progress

1/20

Click to flip

20 Cards in this Set

  • Front
  • Back
Name 3 Marketers and examples
1.Manufacturers and service frims ex: Procter and Gamble
2.Retailers/Wholesalers
3.Government/Social Org.
ex: post office, armed forces
What do FULL-SERVICE agencies do?
They do everything for you
What do CREATIVE BOUTIQUES do for you?
Copywriting and artisitic services
What do MEDIA-BUYING SERVICES do for you?
Buy large clumps of media and sell to clients
What do INTERACTIVE AGENCIES do for you?
Work with the net (computers), electronic rather than paper
ex: banner ads
What is an IN-HOUSE AGENCIES?
It's a large company that has an advertising within the company.
What are DIRECT-MARKETING AND DATABASE AGENCIES?
They have large databases of people that do mailing lists, telemarketing, etc.
What do E-COMMERCE AGENCIES do?
Sweepstakes, contests on the web
Publicity
News media coverage
(Free/no control)
Public Relations
Marketing and management (control)
-to get the good-will of your company out
-mutually beneficial relationship between company and consumers
Public Relations is...
1. Deliberate
2. Planned
3. Performance
4. Public Interest
5. 2-way Communication
6.Management Function
Objectives of Public Relations...
1. Promoting Godd-will
2. Promoting a product or service
3. Preparing internal communications
4. Counteracting negative publicity
5. Lobbying
6. Giving advice and counsel
Proactive Public Relations
-What would be good for PR
-looking for products and services that you do
Reactive Public Relations
Identification of vulnerabilities
-how are we going to react to that?
Working with the press...
1. Developing a reputation as the community's foremost authority
2. Develop a publicity strategy
Tools of PR
-press releases
-feature stories
-company newsletters
-interviews and press conferences
-sponsored events
Crisi PR
1. Most challenging test
2. Bad publicity about company, product or service
3. Company's credibility and decency come under intense scrutiny
4. Act under severe pressure
Crisi Responses
1. Do Nothing
2. Stonewall-no comment
3. Manage-covering
4. Open communication-best
Content of Press Release
1. Who, what, where, when, how
2. important details
3. Misc info-good, not vital
4.everything else
Style of press release
-facts not opinions
-be honest
-clean cute statement with full data
-quick to grasp, easy to edit