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