The desire for the product class rather than for a specific
brand, since there are few competitors with the same
Advertising intended to promote goods and services; a
functional classification of advertising.
An amount above the standard market price.
Premium Money (Push Money)
Extra compensation to salespeople for pushing a line
Ads built around humor appear to increase attention
to and liking of the ad, particularly for thos
opportunity for media coverage
open the kimono
reveal more details
Cooperative Advertising (Dealer Listing)
An arrangement in which the manufacturer and the
retailer split the costs of advertising the manufacturer's
A mutually beneficial agreement between two or more
What must private and public sectors do to operate
1. Communicate benefits of globalization
2. Be transparent about activities
3. Build important alliances
What are the target publics for globalization
1. Companies themselves (it's no
The vehicles through which advertising messages are
delivered to their intended audiences.
The basic issues or selling points that an advertiser wishes
to include in the advertising campaign.
What is the skinny on the public relations
representatives job in relation to travel promotion?
1. Stimulate the desire
2. Arrange the travel
3. Ensure comfort and enjoyment of experience
4. Ensure safety and engage in crisis
communication, if necessary
What is indicative of the psychology of fans?
1. There is the element of "Hero" worship; need for
2. Vicarious sense of belonging
3. Desire for entertainment
What is our fascination with celebrity?
It is the cult of personality (fame, notoriety,
Often referred to as the good guys, they include
social service agencies (Red Cross/Boy Scouts),
health agencies (American Cancer Society), religious
organizations, welfare agencies, cultural
organizations, and foundations (philanthro
What are the primary roles of public relations in
Promoting services and increasing public perception
of skill and compassion.
What is global or international public relations?
Planned, organized effort to establish, build
relationships with pu