Chapter 15 - Strategy Conform-or-be-punished or Cultural...

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Chapter 15: Professional Communication Fundamentals of Human Communication
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Chapter 15: Overview 1. Advertising as Professional Communication 2. Public Relations as Professional Communication 3. Similarities and differences between advertising and public relations 4. Relationship between advertising and public relations, and the media
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Advertising as Professional Communication A Brief History of the Industry Mass Media Advertising Begins Establishing the Advertising Agency
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Types and Functions of Advertising Organizations The Advertising Agency Creative Boutiques Media Service Organizations In-house Advertising Departments
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Transmitting Advertising Messages via the Media Advertising Among Traditional Mass Media: - 25% - Newspapers - 20% - Television - < 20% - Direct Mail - <10% - Yellow Pages - 6% - Radio - 5% - Magazines - 15% - All other types
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Advertising Strategies Persuasive Strategies in Advertising “Learn-feel-do” or Cognitive Emotional
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Unformatted text preview: Strategy Conform-or-be-punished or Cultural Expectations Strategy Public Relations as Professional Communication A Brief History of the Industry The Beginnings Emergence of the Public Relations Agency Public Relations as Distinct from Advertising Public Relations does not make much use of paid-for time and space in mass media Public Relations spets use more indirect, persuasive means to build a favorable climate of opinion Goal: To influence peoples interpretations of a person, group, or 1. Public Relations Practitioners 2. The Clients That They Serve 3. Media Used in Public Relations 4. Public Relations Messages 5. Targeting Specific Audiences 6. Types of Influences Sought Practicing Public Relations Symbiotic Relationships Advertising and the Media A relationship of dependency The Press and Public Relations Mutual dependency...
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This note was uploaded on 05/01/2008 for the course COMM 201 taught by Professor Ashlock during the Spring '08 term at University of Louisville.

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Chapter 15 - Strategy Conform-or-be-punished or Cultural...

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