strategically placing ads or buying space—in movies, TV shows, comic books, and most recently video games—so they appear as part of a story’s set environment
Commercialism
puffery
ads featuring hyperbole and exaggeration
deception
advertising that is likely to mislead reasonable consumers based on statements or omissions in the ad
Integrated Marketing Communications
use of a wide array of media
use multiple communication channels to advertise:
sales promotions
marketing
public relations
direct marketing
charitable campaigns
Web Banner Advertising
started as banner ads atop webpages
ads paid on click-through rates from users
traffic tracking
record IP address
note the referring site
note the next site visited
install browser cookies on user’s computer
place web bugs on webpages to continue monitoring
Internet Advertising
sponsored links
dominated by Google
links adjacent to search results
Search Engine Optimization
gaming Google search methods
move clients website to top of Google search results
aggressively policed by Google
Facebook ads
personalized
display ads
adjacent to personalized feed
Ad Servers
DoubleClick, owned by Google
targets individual users
Google AdWords
places ads on blogs
displays relevant advertisements to readers
shares revenues with publishers
Viral Marketing
developed before the Internet
certainly aided by social media
stimulate brand-related discussion
hope that it will spread
example of Blendtec’s demonstration videos
Social Networking
Facebook
personalized pages
precision marketing
Twitter
advertisers can broadcast messages to followers
Twitter sells promoted Tweets to targeted users
YouTube
pre-roll ads
banner ads atop video player
shares revenue with creators
Database Marketing
practice started with store discount cards
data mining
compiling pertinent data for later use
permission marketing
register at website
activate a product warranty
allows for targeted advertising based on
purchasing habits
reading preferences
subscription information
personal credit histories
Spam
unsolicited commercial email
harvest email
CANSPAM Law
efficient
free to send
albeit with a small response rate
large enough to make it to profitable
Mobile advertising
ad server
Google’s AdMob
inserted in apps and web pages
allows for location-based advertising
proximity alerts
check-in apps
locate friends
receive offers
scanning Quick Response Codes
direct action
track response rates
Public Relations
Industrial Revolution
nineteenth century
mass consumer culture
mass media
Practionners of Public Opinion
Emergence of Mass Media
newspapers
magazines
radio
Corporate Public Relations
Henry Frick
anti-labor industrialist
to combat hostility
curry public favor
Battle for Electrical Currents
AC by Westinghouse
DC by General Electric
American Association of Railroads
originators of public relations
published Year Book of Railway Literature
Ivy Ledbetter Lee
business had to tell its story honestly, accurately, and openly
photographed Rockefeller in the aftermath of the Ludlow Massacre (1913)
Rockefeller visited the camps
Rockefeller photographed giving children dimes
George Creel
United States Committee for Public Information
Developed “Uncle Sam”
World War I recruitment effort
Edward L. Bernays
coined the term “public relations”
wrote Crystalizing Public Opinion (1923)
Torches of Freedom
women walking on Fifth Avenue with lit cigarettes, 1929
made smoking respectable for women
benefitted American Tobacco Company
Public Relations Society of America
formed 1948
interests of public relations practitioners
“bill of rights” for customers
code of ethics
Forms of Public Relations
Propaganda
strategically placed communication
appears like advertising
generates publicity
intended gain public support for…
special issue
program
policy
Media Relations
secure favorable media coverage for a client or organization
promote client or control damage
Special Events & Pseudo-Events
Coordinating with existing events to create a positive image for client
e.g. sponsorships
Event held for the sole purpose of receiving media attention.
e.g. award shows
Community Relations
Earning customer’s goodwill through support of community
Charitable Contributions
Public Service
Crisis Management
Messages designed to help a corporation handle a public crisis or tragedy, especially if the public assumes the company is at fault.
Wells Fargo: opened unauthorized bank accounts
2011 – 2016
Government Relations
lobbying
the process of attempting to influence the voting of lawmakers to support a client’s or an organization’s best interests.