are temporary not long term can lead to promotion wars easily duplicated Public

Are temporary not long term can lead to promotion

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are temporary not long-term, can lead to promotion wars, easily duplicatedPublic relations: communication management that seeks to influence feelings, opinions, or beliefs held by stakeholderspublicity: non-personal, indirectly paid presentations of an organization’s product, person, or brandconsumers believe PR more than advertisementsproduct placement (TV, shows, songs, stadiums, movies, video games)explicitly endorsed: given money to talk about a brand or to wear/use that brandimplicitly endorsed: given product with hopes of talk/use/wearadvantages: credibility (food critics)disadvantages: Little control over what is said, to whom, or whenpublicity tools:news release: an announcement regarding changes in the company or product linenews conference: representatives from all media are invited to an information meetingDirect marketing: direct communication to generate a response in the form of an order, request for further information, or a visit to a retail outletpress mailings: junk mail, catalog, telemarketing, email (cheap, easy to customize, quick, easy to track results/generate data)advantages: messages can be prepared quickly, facilitates relationships with customers (can customize your message)disadvantages: declining customer response (because of concerns regarding privacy), database management is expensive(because it is up-to-date with info about the customer)goals: inform, persuade, remindissue one: the balance of the elements must be determined -- this is impacted by:target audiencestage of the product life cycleproduct characteristics: complexity, risk, ancillary servicesstages of the buying decision: pre-purchase, purchase, and post-purchase stageschannel strategies: push versus pullissue two: planning process needs to ensure promotional elements across different departments result in a consistent promotional effortCommunication Processcommunication is the process of conveying a message to others
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1. source : the party with information to convey -- a brand’s individual that speaks on behalf of the product 2. encode : the method that the source used to impart the information -- the signals we want to represent our message a. channel : the way by which the message is conveyed (refer to ch. 15) b. fields of experience : sender and receiver must have a mutually shared field of experience (decoders use their own frame of reference: attitudes, values, and beliefs) c. noise : extraneous factors that work against effective communication by distorting a message or the feedback received 3. message : the information sent by a source grey poupon mustard used social media to make itself into a luxury mustard brand and used its facebook page to reinforce the idea of exclusivity...but was available at Kroger (unclear message) 4. decode : process of having the receiver take a set of symbols, the message, and transform them back to an idea 5. receiver : individual who reads, hears, or sees the message your personal background has influence on how you interpret information -- subjectivity is person dependent 6. response
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