- •Distinguishing Between Public Relations and Advertising
- •What is Public Relations?
- •The Rise of Public Relations
- •Early Pioneers in Advertising and Public Relations: Benjamin Franklin and p. T. Barnum
- •The Public Relations Industry Comes of Age
- •Growth and Change in the pr Industry
- •An Overview of the Modern Public Relations Industry
- •Corporate Communication Departments
- •Major Public Relations Activities
- •If you think we can help, please contact us.
- •Corporate Communications
- •Financial Communications
- •Consumer and Business-to-Business Communication
- •Issues management
- •Public Affairs
- •Crisis Management
- •Media Relations
- •Production in the Public Relations Industry
- •Distribution in the Public Relations Industry
- •Exhibition in the Public Relations Industry
- •The Rise of Integrated Marketing Communication
- •Branded Entertainment
- •Figure 16.1. Spending on Consumer Event Marketing, 2009
- •3009- 3013 (New York: vss, 3009), part 3. P. 17.
- •Direct Marketing
- •Information, Insight and Consultancy
- •Media Literacy and the Persuasion Industries
- •Truth and Hidden Influence in the Persuasion Industries
- •Targeting and the Persuasion Industries
- •Interactivity the ability to cultivate a rapport with, and the loyalty of, individual consumers
- •Conglomerates and the Persuasion Industries
- •Constructing Media Literacy
- •Case Study
Constructing Media Literacy
“Product placement is a harmless way to pay lor a I V program, a movie, or some other form of media content." Do you agree with this statement/ Why or why not?
Do you agree with the argument that placing persuasive messages into entertainment, information, or news programs without telling the audience is akin to lying? Why or why not?
“As media increasingly become digital and interactive, advertising, PR, and marketing communications of various kinds will be used to follow individuals wherever they go and send them tailored messages." Do you agree that this can happen? Is it something to worry about? Why or why not?
If public relations activities are likely to be more believable to an audience than advertising, why do so many companies use advertising?
Case Study
EXPLORING MARKETING COMMUNICATION
As this chapter and Chapter 15 note, traditional forms of public relations and advertising are two of the several approaches that marketers are using to reach target audiences. As we saw, “marketing communication” is the broad term that media and marketing personnel give to approaches that represent a wide gamut from product placement to event sponsorship and from buzz marketing to viral marketing. This case study will give you the opportunity to examine forms of marketing communication and their relation to mass media.
A convenient way to investigate marketing communication is to visit the website of the Big Four agency holding companies: Omnicom, WPP, Interpublic, and Publicis. Go to the website of one of these firms and explore the companies that they own that do not fall under the labels of advertising or public relations. These companies are sometimes listed as “marketing services” firms. The websites typically describe these firms and give examples of their work.
Choose two of these subsidiaries that seem to deal with a form of outreach to consumers. An example might be a company that is involved in helping marketers develop “brand” images of products. Another might be interested in using the internet to track consumers’ discussions of products and decide how to react to those discussions. Still another might be involved in deciding how to use mobile media to reach customers.
For each of the two marketing communication firms describe: (1) the work the company carries out, (2) why the company says it is important, (3) in what mass media the company’s activities (or the result of the company's activities) take place, and (4) in what areas of the world the firm operates. Then bring an example of each firm's activities from the website and/or from another periodical. In view of what you've learned about each firm, comment on how you think firms that carry out the two forms of marketing communication they represent are influencing the media materials audiences receive.