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11 Cards in this Set
- Front
- Back
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Definition of Advertising |
a paid, creative, nonpersonal communication, through mass media and paid spaces, that utilizes creativity as a driving force to persuade and influence an audience |
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How does advertising work? |
through mass media outlets |
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who is advertising addressed to? |
external audiences, primarily consumers of goods and services, the FTC and FCC, Advertising industry, and competitors. |
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What is advertising identified as? |
A specialised communication function |
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What is public relations about? |
Relationships |
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Are relationships just with consumers? |
No! It's also with competitors, the global community, employees and executives, government agencies, public relations industries, vendors, environmental agenices, and many more. |
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What does public relations rely on? |
it relies on a number of communication tools: brochures, slide presentations, special events, speeches, news releases, feature stories, etc. |
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What audiences do PRs present its messages to? |
External and Internal audiences |
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what is an external audience |
anyone outside the particular company, such as government agencies, consumers, etc. |
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what is an internal audience |
anyone within the company, such as employers/-ees, etc. |
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What are the eight key concepts in defining public relations? |
1. Relationships 2. Global Dimensions 3. Deliberate with Goals 4. Planned 5. Performance (execution) 6. Public Interest (Ethics) 7. Two-Way Communication 8. Management Function (management access) |
