Advertising and Public Relations

Advertising and Public Relations - 23:14 Advertising and...

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23:14 Advertising and Public Relations Edward Berneys – inherit rationality in public opinion, people don’t always choose best  product, just one they like more Public Relations Public opinion Malleable facts Engineering consent Corporate image and perception Damage control Lobbying Lobbying is a political process, of applying for consideration, legislation, or policy from  politicians Astroturf  Public relations: Complex messages Disseminated via media partnership “organic”, “authentic,” malleable Advertising: Simple messages
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Transmitted directly to the public Paid for and run alongside media content  Advertising industry Functions of advertising Influence and reinforce decisions Target consumers Increase recognition and revenue Entertainment Support media Cultural cohesion Advertising Regulation False claims Deception, puffery (exaggeration, subjective, no reasonable person would believe) Tobacco Alcohol Prescription drugs Advertising and children FTC Improvement Act of 1980 Stop directing advertisements for kids under the age 6, failed Children’s Television Act of 1990  Tv to educate children 
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Ad Placement Natural break Contrived break Station break Concurrent/overlapping Embedded  Advertising Strategy New Media advertising components Banners, click-throughs, videos Pop-ups Spam Viral marketing Affective marketing- more with feeling, attachment with a brand or product Interactive ad user-produced ads- user creates ad  Guerilla, stealth, environmental  Ad components Brand Packaging Slogan
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Jingle Spokesperson Music Visuals  Appeals and targets Famous person Plain folks-  Snob appeal- only the best use this product Bandwagon- everyone else is doing it Hidden Fear- plays on your insecurities  Advertising Strategy Hard sell vs. soft sell  Paradox/disconnect  Association Dissociation Blackwater, Xe  Myth 
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Ad types Public Service Announcements Ad Council Health, government, safety  Infomercials  Product Placement Not new Media Effects Media matters, but how? Framing Familiarity Condition of production Moral panic Effect on society, effect of society  Theories and research Analyzing Understanding Explaining Predicating
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Correlation vs. causation Causation follow Correlation Early media research Dead-level theory Alexis de Tocaqueville Media has a dulling effect, homogenize the people.   Theory of individuality Charles Horton Cooley Individual seek and define their own sense of identity and media helps them do so.   Media studies research2 Administrative research Social scientific approach Hypotheses Testing Status quo Conventional wisdom Description Who says what to whom in what channel with what effect?  The Columbia School (Sociology)  Paul Lazarsfeld Elihu Katz Public opinion research
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This note was uploaded on 01/17/2012 for the course COMM 189 taught by Professor Miller during the Fall '08 term at Rutgers.

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Advertising and Public Relations - 23:14 Advertising and...

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