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CHAPTER 12: ADVERTISING AND PUBLIC RELATIONS LEARNING OBJECTIVES After studying this chapter, students should know: 1. The basic elements of strategic communications. 2. Definitions of advertising and public relations 3. The theoretical foundations that underlie advertising and public relations. 4. The purpose and form of advertising and public relations. 5. The history and structure of the advertising and public relations industries. 6. The impact of digital technologies on advertising and public relations. 7. Some of the ethical challenges of persuasive communications. 98
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CHAPTER SUMMARY/LECTURE OUTLINE I. Vignette: A look at a viral video produced by Fritz Grobe and Stephen Voltz, who dressed as scientists and created a spray of fountains using only rolls of Mentos and two- liter bottles of Diet Coke. Experiment #137 was done without a sponsorship deal with either Mentos or Diet Coke, and is an example of how the equation is changing between the professions of advertising and public relations and the public. II. Media Quiz: The Powers of Persuasion: Questions test students’ knowledge of advertising, branding, and public relations. III. Strategic Communications: Advertising and public relations represent two types of strategic communications but the entire field is being redefined because of changes that digital technology is bringing to the communications industry. The overarching goal is to deliver a persuasive message to an intended audience with some desired effect. A. Persuasive Communications: Persuasive communications uses techniques that encourage audiences to agree with the persuader’s point in an apparently “natural” or commonsense way. a. Persuasive communication has ties with the Greek philosophers, particularly the Sophists, who focused entirely on rhetoric and taught that truth was largely unimportant as long as an argument resulted in one persuading others. b. Major modern scientific theories of persuasive communication and audience decision-making assume that people’s behavior and actions are linked to their worldview, how they process information about the world, and a persuader’s credibility, authority, and attractiveness. 1. The theory of cognitive dissonance says that we act first and then rationalize or create reasons for our behavior afterward to fit our actions into our self- perceived notions of who we are. B. The Role of Media in Persuasion a. Media channels are the means by which the public becomes aware of a product or issue. But marketers promoting a product, cause, or whatever need credibility that media can sometimes give. Two-thirds of print content consists of advertising, and although commercial time on television or radio is short compared to the time spent for content, commercials are shown repetitively. b.
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