segment - To target a specific group of people.
-Market Share - Sharing information between competitors
-Oreo to Keblers
-Awareness levels of competition
-Repurchase Rates - how often you buy something based on several factors.
-CHIcago cubs comercial, no dialougue except emphsis on "w"
-White Castle foods
-Cocomero, the need to have it or a luxury once in a while
-Red bull, effective but expensi
(missing some stuff)
User - Consumer
-Preferes to use their own thing of preference i.e. favorite mug
Disposer - Dispose of product; discontinue using service
- Pizza, one slice and two people: Eat it or get rid of it?
ADV 150 Fall 2016
BurgerFi A Burger Restaurant for older audiences and the brand I used in my creative brief.
The Big Boys Due to some selections and portion sizes, this restaurant isnt a place isnt for
the young ones
Advertising and the Communication process
Source/Sender - Creator of Ideas: Person, company or organization who has IDEAS or INFORMATION to share.
Sponsor: company advertising product or idea
Author: Ad industry people who create messages
-How i it made
-How long does it take
-Steps in the process
-People who make it
Tangible & Intangible - covered these earlier
And this stuff leads to CREATIVE BRIEF
cbOne, [the product or service], simple description of brand
Heuristics - "rule of thumb" people use to make descisions
-Buying something based on conditions met by you; i.e. buying/drinking only spring water and not tap or distilled water; only fresh produce as opposed to frozen or canned.
Owned Media - Channels controlled by organization carry branded content and the possibilities seem endless.
Corporate Media - Delivery trucks, bags, stationary, signage, staff apparel, etc.
Ex. Crate & Barrel. Most products are just "Crate
CONSUMER BEHAVIOR: Get to know people; figure out how brand fits in their lives
-Physical Data - Ads, packaging, youtube video, price tag, display, news story, etc.
Media Plan - Specifies media where ad messages will be placed to reach audiences.
Connection Planning - Brand stewards work with media planners. Try to connect brands to consumer interests and lives.
Broadcast Media - i.e. Radio & TV
Niche Media - -Commun
Even without taking these steps, we can learn a great deal by simply
following the business media, especially the Wall Street Journal; the
major business magazines such as Business Week, Fortune, and Forbes;
and broadcast media such as CNBC or Fox Busines
4.4 Chapter Summary
Research on best practices of public relations sponsored by the
International Association of Business Communicators suggests that
excellent public relations occurs when the senior communications officer
is part of the dominant coalitio
2.4 Chapter Summary
This chapter has provided an introduction to the purpose of public
relations. Although the public relations function goes by many different
names, it is essential to understand that it is a unique management
function that contributes t
especially those who lead it, must first understand these objectives. They
must also understand the context in which the organization is pursuing
the objectivesboth the business context and in external forces.
It is extremely important to build credibilit
termed press agentry by Grunig and Hunt because of its reliance on
generating publicity with little regard for truth. For modern-day
examples, we have to look only to the entertainment publicity
surrounding a new film release, or the product publicity aro
Enabling the enterprise with new media skills and tools
Building and managing trust 
The communication executive does not own these responsibilities alone.
They are shared with other members of the leadership team. But the
communication executive can
discussing business strategy and market share and competitive position.
If you are not conversant in this terminology and the thinking behind it,
you are at a distinct disadvantage as a team member.
The Page Society surveyed chief executive officers at la
the stake or claim will be influenced by what the organization values.
When management gives profits highest priority, then the interests of the
owners, including shareholders, is paramount. Other values, such as
concern for the environment, good working
interest in a publicly traded company, and increase the effectiveness of
traditional advertising and marketing efforts. Community outreach
programs can help local residents appreciate the impact of a company on
the surrounding area in which it operates. T
working as a successful journalist for a number of years, Ivy Lee
realized that he had a real ability for explaining complicated topics to
people, and had the idea of being a new kind of press agent. Rather than
tricking the public, Lee saw his role as on
The asymmetrical model was pioneered between 1920 and 1950 by
Edward Bernays, nephew of psychoanalyst Sigmund Freud, and is based
on the principles of behavioral psychology. Public relations research
seeks to determine what publics know and understand or
3.1 The Historical Development of Modern Public Relations
Modern public relations in the United States can also be traced back to
less illustrious beginnings than the creation of a new democratic
republic.  P. T. Barnum, of circus fame, made his mark b
Models and Approaches to Public Relations
Although there were ancient public relationsas far in the past as
ancient Greecemodern-day public relations in the United States
began with a group of revolutionaries mounting a public relations
cultures have been tied to increases in political behavior because the
values establishing expected behavior are not clearly understood.
For excellent public relations, the values that encourage participative
decision making need to be present. The IABC s
Step 1: Identify the Stakeholders
According to Carroll, the stakeholder management process begins by
identifying the stakeholders.  Establishing these relationships is often
advantageous for both organization and publics, as the relationships can
and release outputs into the environment in an attempt to restore
equilibrium to the environment. The system then seeks feedback to
determine if the output was effective in restoring equilibrium. As can be
seen, the systems approach focuses on the means u
stable or predictable and do not have great variation, whereas dynamic
environments are in a constant state of flux. Because environments
cannot be completely static or constantly changing, organizations have
varying levels of dynamic or static environmen
responded to changing expectations. Recently, many auto manufacturers
have attempted to color their products as green or environmentally
friendly. However, messages are not enough. If the cars are not really
friendlier to the environment, then these messa
Organizational Factors for Excellent Public Relations
The International Association of Business Communicators (IABC) study
on Excellence in Public Relations and Communication
Management (Excellence Study) found three primary variables for