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9 Cards in this Set
- Front
- Back
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Weaknesses of viral marketing? |
-What traits, motivations, attitudes, and work behaviors are more likely to work? -Inability of audience to tie message back to source? -Lost control over message? Distorted through network? -Boomerang: create negative word-of-mouth? -Strong enough to stand on its own? -Quantification of success - viewership, increased sales, unsolicited mentions, etc. |
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What is Guerilla marketing? |
Guerilla- Doesn't try to persuade you to buy anything -- but it is meant to create a BUZZ -- spead the message but not necessarily the product. It's a very "in your face" type of marketing. Advertisers basically doing anything to get your attention. More attention getting rather than persuasion. Although the tactics can become viral, it's nto considered viral marketing because it's not how it started. Book gives a couple examples: coke rigging a soda machine to dispense sunflowers, a doggie balloon and a hot pepperoni pizza' Panasonic building a 9 foot tall pigeon to promote their new camera; these are flashy things done to get people to look at it. |
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Define public relations. |
a management function which -evaluates public attitudes -identifies the policies and procedures for an organization with public interest -executes a program of action to earn public understanding and acceptance |
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Define marketing public relations |
-Building market excitement before media ads break -Creating news where there is no news -Introducing a product with little or no advertising -Building brand-to-customer bonds -Influencing influentials, giving info to opinion leaders -Defending products at rick, giving consumers reasons to buy |
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Benefits and challenges of MPR |
Advantages: -A cost-effective way to reach the market -Highly targeted way to conduct public relations -Endorsements by independent third parties -Achievement of credibility -Makes advertising messages more credible -Breaks through the clutter -Circumvents resistance to sales efforts -Improved media involvement w/ customers -Creates influence among opinion leaders -Improved ROI Disadvantages: -Lack in control over media coverage -Difficult to tie in slogans or other advertising devices / lack of coordination with marketing dept -Media time and space aren't guaranteed -Receiver not making connection to the source -No standards for effective measurment |
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What are internal/associated vs. external/independent audiences for MPR? |
Internal are those who are invested/associated with the product. External are those who have the influence of the product (also not closely related to the organization/company, ex. the public at large) |
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What channels may you use to communicate with internal/associated and external/independent audience for MPR |
Internal or Associated: -Stockholders and investors -Customers and clients -Employees -Community members -Vendors and suppliers External or Independent -Educators -Governments -Financial groups -Civic and business organizations -The media |
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Examples of PR tools? |
Press release, interviews, press conferences, exclusives (this can enhance the likelihood of acceptance), community involvement (book gives example of a membership at a local Kiwanis or Jaycees and contributions to or participation in community events), the internet, social networks/blogs. |
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Common ways to measure PR effectiveness? |
Ratio of positive to negative articles Number of impressions... -Over time -On the target audience -On specific target audiences Percentage of... -Positive articles over time -Negative articles over time Percentage of positive and negative articles by... -Subject -Publication -Reporter -Target audience |
