Exam 2 Lecture Review

Exam 2 Lecture Review - o Press content o Website for...

Info iconThis preview shows pages 1–2. Sign up to view the full content.

View Full Document Right Arrow Icon
Effective methods of advertising effectiveness Brand mind map Sensry branding Dissonance Public relations 800 lb gorilla in te room o Migration of marketing communications money from advertising to public relations Viral marketing Creativity in advertising Ambush marketing Examples used to demonstrate sensory branding (including Singapore Airlines, Intel, Mrs. Meyers, Intel, Westin, Prell, Crayla, Harley Davidson 3 ways that brand information is stored 8 s tages of adoption process model and order 2 things that dissonance depends on 4 points that Dr. Murphy used to clarify the Adoption Process Model Handouot 3 driving factors of the trend away from advertising and toward PR o Fragmentation o Clutter o Clost 2 PR objectives 6 widely used PR activities 5 media relations tools o Press release o Press kit o Stories written by the PR sent directly to media
Background image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Background image of page 2
This is the end of the preview. Sign up to access the rest of the document.

Unformatted text preview: o Press content o Website for content providers • 5 qualities of advertising vs public relations • 6 periods within the evolution of mass media: • 3 broad developments for understanding migration or retail transactions • 3 early forms of advertising in the pre printing period • 3 types of product placements IBP reports • Mini cooper (small advertising budget) • Best parking – parking spot • New England screen door company • Target’s takeover of new Yorker magazine issue Important concepts • The key to media success is to give it away to build an audience • Publicity is much more valuable than an ad Eric Webber – influence of technology on advertising Handouts • Adoption process model • Ogilvy handout • Grandma’s cookies handout • PR lab handout • Bernbach handout • Cambell’s soup...
View Full Document

This note was uploaded on 11/13/2011 for the course M 408 L taught by Professor Cepparo during the Spring '08 term at University of Texas.

Page1 / 2

Exam 2 Lecture Review - o Press content o Website for...

This preview shows document pages 1 - 2. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online