MCS 466 Test 1
Terms
undefined, object
copy deck
- Name 3 Marketers and examples
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1.Manufacturers and service frims ex: Procter and Gamble
2.Retailers/Wholesalers
3.Government/Social Org.
ex: post office, armed forces - What do FULL-SERVICE agencies do?
- They do everything for you
- What do CREATIVE BOUTIQUES do for you?
- Copywriting and artisitic services
- What do MEDIA-BUYING SERVICES do for you?
- Buy large clumps of media and sell to clients
- What do INTERACTIVE AGENCIES do for you?
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Work with the net (computers), electronic rather than paper
ex: banner ads - What is an IN-HOUSE AGENCIES?
- It's a large company that has an advertising within the company.
- What are DIRECT-MARKETING AND DATABASE AGENCIES?
- They have large databases of people that do mailing lists, telemarketing, etc.
- What do E-COMMERCE AGENCIES do?
- Sweepstakes, contests on the web
- Publicity
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News media coverage
(Free/no control) - Public Relations
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Marketing and management (control)
-to get the good-will of your company out
-mutually beneficial relationship between company and consumers - Public Relations is...
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1. Deliberate
2. Planned
3. Performance
4. Public Interest
5. 2-way Communication
6.Management Function - Objectives of Public Relations...
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1. Promoting Godd-will
2. Promoting a product or service
3. Preparing internal communications
4. Counteracting negative publicity
5. Lobbying
6. Giving advice and counsel - Proactive Public Relations
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-What would be good for PR
-looking for products and services that you do - Reactive Public Relations
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Identification of vulnerabilities
-how are we going to react to that? - Working with the press...
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1. Developing a reputation as the community's foremost authority
2. Develop a publicity strategy - Tools of PR
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-press releases
-feature stories
-company newsletters
-interviews and press conferences
-sponsored events - Crisi PR
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1. Most challenging test
2. Bad publicity about company, product or service
3. Company's credibility and decency come under intense scrutiny
4. Act under severe pressure - Crisi Responses
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1. Do Nothing
2. Stonewall-no comment
3. Manage-covering
4. Open communication-best - Content of Press Release
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1. Who, what, where, when, how
2. important details
3. Misc info-good, not vital
4.everything else - Style of press release
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-facts not opinions
-be honest
-clean cute statement with full data
-quick to grasp, easy to edit