Добавил:
ivanov666
Опубликованный материал нарушает ваши авторские права? Сообщите нам.
Вуз:
Предмет:
Файл:The ABCs of Advertising. English for Advertising Students. Учебное пособие
.pdf
31
9. Which PR activity involves monitoring media channels for mentions of the
organization and its key executives?
a) media outreach
b) event planning
c) media monitoring
d) stakeholder engagement
10. What is the term for the process of creating and maintaining positive
relationships with shareholders, investors, and financial institutions?
a) media relations
b) crisis management
c) investor relations
d) publicity management
32
UNIT 3. ADVERTISING AND MARKETING:
ROLES AND DIFFERENCES
Lead in
Discuss the following questions:
1. What do you know about marketing
communication?
2. What is the aim of market
communication?
3. What do you know about differences
between Market communication and PR?
4. What is the aim of Public Relations?
Useful phrases:
In my opinion / to my mind / I think prospecting is …
I know that …
As for surveys, I believe that …
In my opinion / in my view / to my mind / to my thinking…
Vocabulary
1. Find out in the dictionary the meaning of the following words, try to
remember them.
target audience; success metrics; focus; media coverage; long-lasting
relationships; perception; attract interest; to get consumers interested;
interchangeably; create awareness; result in; organization environments; to meet the
needs; a purchasing decision; diverse group; profit from
2. Match the words with their definitions.
1) boost awareness
a) the action which includes reproducing, changing or otherwise
communicating the content to the public
2) build relationships
b) a period of time especially with respect to some action or project
3) use content
c) advance awareness of a product or service
33
4) target audience
d) quantitative and qualitative indicators that measure the effectiveness
of a product or process and determine the extent to which it achieves its
objectives
5) time frame
e) the process of establishing a deep emotional connection with
someone
6) success metrics
f) region of activity
7) legitimacy of messages
g) a specific group of people who are most likely to be interested in and
benefit from your product, service, or message
8) areas of operation
h) is defined as the lawfulness or authenticity of something, e.g. message
Reading
1. Read this text and answer the questions below.
TEXT A
PR vs marketing: have much in common but ... are not the same
What are the differences between Marketing and Public Relations? Marketing
and PR are closely related concepts. Although both public relations and marketing
boost brand awareness and build relationships with customers, they differ in their
goals, target audiences, tools and success metrics.
The difference between marketing and PR lies in the strategies they use to
reach their goals. Marketing is focused on creating content that will generate leads,
website visits, and ultimately sales. On the other hand, PR focuses on getting media
coverage and building relationships with the target audience in order to create a
positive brand image.
If we compare PR and Marketing, we shall be able to see their differences and
similarities.
What is Public Relations?
Public relations is the process of managing a brand’s public image by building
long-lasting relationships with customers, media, investors and employees.
The aim of public relations is to create a positive brand perception and boost
brand awareness.
What is Marketing?
Marketing is the process of attracting interest to buy or sell products or
services, through activities such as market research, analysis and advertising.
34
The aim of marketing is to get consumers interested in your products or
services and generate revenue.
Public Relations vs. Marketing: The Similarities
So, if public relations and marketing are different, why are the terms so often
used interchangeably?
The answer is simple: there is an overlap between the two.
Both PR and marketing:
Boost Awareness
Though their target audiences may differ, both public relations and marketing
create awareness and spread the word about your products and services.
Build Relationships
Both tactics build relationships with your target audience, expecting that these
relationships will result in trust and loyalty to the brand.
Use Content
Both public relations and marketing use storytelling to deliver value for their
audience and show your brand qualities.
Public Relations vs. Marketing: The Key Differences
Now that we have discussed the similarities, let’s explore the differences
between PR and marketing.
Key differences include:
Areas Of Operation
Public relations activities focus on both external and internal organization
environments.
35
Marketing focuses on the market and its requirements, including planning,
budgeting, developing campaigns and more.
Goals
The goal of public relations is to manage your messaging and communication
channels and build a positive perception of your company.
The goal of marketing is to meet the needs of your customers and generate a
profit for your business.
Target Audience
The target audience for public relations is a large, diverse group of people that
includes your stakeholders, customers, employees and media, along with the general
public.
The target audience for marketing includes the person or people who make a
purchasing decision, which can include existing and prospective customers, whether
business-to-business (B2B) or business-to-consumer (B2C) audiences.
Sometimes, the target audience of PR and marketing may overlap.
Tools
Public relations uses press releases, interviews, editorials, speaking
engagements, business events to achieve your company’s PR goals.
Marketing uses online advertising, design, video and content creation, search
engine optimization (SEO), emails and more to reach your marketing goals.
Time Frame
With public relations, the results do not show immediately and do not impact
sales directly.
With marketing, the goals are short-term, so the results can be seen
immediately, especially after launching paid advertising campaigns.
Success Metrics
Success in public relations is typically measured by generating “buzz,”, gaining
positive media exposure, bringing positive change in regards to your brand
perception, winning awards at industry events and more.
In marketing, success is defined by figures, such as increased online traffic for
a certain product or service, growth of followers on social media, increase in your
email marketing reach, conversion rates and ultimately an increase in revenue.
Legitimacy Of Messages
PR messages delivered via media and bloggers get earned exposure and are
considered by consumers as more legitimate compared to the marketing messages
that are typically paid for.
36
Influence Scope
While PR uses power to influence the mind through reputation management,
marketing uses power to influence buyer behavior by answering their specific needs
and pain points.
Successful business mostly profits from a well-balanced combination of public
relations and marketing. With public relations activities, business creates and
maintains its positive brand perception.
Comprehension control
In the text find the answers to the following questions:
1. What are the differenses between marketing and PR strategies?
2. What is the aim of Public Relations?
3. What is aim of Marketing?
4. What similarities are there between Marketing and Public Relations?
5. What is the difference between PR and Marketing areas of operation?
6. Is thear any difference in the target audienses of PR and Marketing?
7. Press releases, interviews, editorials, speaking engagements, business events
are PR tools, aren’t they?
8. What Marketing tools can you name?
9. What time frames are characteristic of PR and Marketing?
10. What special term describes the amount of success?
11. What is the key for successful business?
Reading
1. Read this text and do the tasks below.
TEXT B
Communication and marketing collaboration in a digital business world
1. …
It even happens that marketing managers and communication managers find it
difficult to delimit their fields of action respectively. Communication can be defined
as an act that develops meaning and that transmits messages between entities or
groups. An act of communication consists of several elements:
Who sent the message (sender);
What was said (the message);
37
Through what channel it was transmitted (direct or indirect conversation, e-
mail message or letter);
To whom it was told (recipient or receiver);
With what effect it was said.
Communication is a component of the marketing mix. For a company, the
objective of communication is to publicize products or services, attract customers,
retain them and gain notoriety and popularity. To do this, several channels are used:
website, pages in social networks, postings, advertisements or announcements in
digital media and traditional media. In order to achieve this, companies often call on
a communication agency, or a communication expert (internally or externally). The
main role of the latter is to find the best combination of communication channels in
order to achieve marketing objectives.
2. …
A degree in communication helps students find solutions to communication
problems within a company. It can lead to jobs in corporate communication, public
relations or strategic planning. Communication studies allow you to acquire an indepth knowledge of emerging technologies, industrial innovation, leadership or
intercultural communication. The communication graduate is suitable for working in
a wide range of fields, including marketing. As for studies and diplomas in
marketing, they specifically prepare students for jobs in the field of marketing and
advertising. They cover topics such as business, management and marketing
management, finance, marketing strategy, marketing research, SEO, and much more.
Marketing students are not necessarily going to head for a job related to
communication. In order to help students choose their specialization correctly, Digital
Campus has planned a common core for the first year of its training, in order to
introduce students to the main Web professions.
3. …
To practice in the field of marketing or communication, there are essential
common skills and qualities. Indeed, the experts in these two fields share relational
qualities and technical skills. Here are the different talents to develop to work in the
marketing or communication sector.
- an appetite for digital: today's marketing and communication are intensely
exploiting digital tools and social networks;
- a good command of computer tools: marketing and communication
professionals use computer tools and software specific to their respective functions
and objectives;
- editorial qualities;
38
- knowledge of digital marketing and digital communication;
- mastery of CAD software (computer-aided drawing) such as Photoshop,
Illustrator, InDesign or Canva;
- creativity and a great open-mindedness;
- the meaning of innovation;
- an excellent sense of relationships;
- rigor and a good sense of organization;
- curiosity.
4. …
Digital marketing is all the activities used on the web to promote a product or
service to the public. It can take many forms such as maintaining a website or blog,
social networks, or digital advertising. Web marketing has always had the function of
putting companies in contact with their audience at the right place and at the right
time. Today, we must go to meet the consumer where he spends most of his time: on
the internet. HubSpot's specialty is inbound, an extremely efficient method to attract
visitors, convert leads, close sales and retain customers online. An experienced
inbound marketer will be tempted to say that inbound marketing and digital
marketing are practically equivalent, but some subtleties can be noted. Before
understanding what digital marketing is, it is important to understand the objectives
of marketing itself.
5. …
From your company's website to the various aspects of digital communication
(digital advertising, e-mail marketing, web brochures, etc.), digital marketing covers
a wide spectrum of tactics, content and various marketing actions. The best marketers
know how to precisely relate each type of content and tactics to strategic objectives.
The key elements of digital marketing:
- Website
- Blog posts
- E-books
- Infographics
- Podcasts, etc.
- Free online presence (e.g. comments)
- Web brochures
- Brand elements (logo, fonts, etc.)
Digital marketing techniques include:
Search Engine Optimization (SEO). It is about optimizing a website for natural
referencing so that it gets the best possible ranking in search engine results and thus
attracts more organic traffic (free).
39
Content marketing (content marketing). It is about creating and promoting
different forms of content in order to increase brand awareness, increase traffic and
generate leads or customers.
Inbound marketing. Inbound marketing is an approach encompassing the entire
conversion funnel, which aims to attract visitors, convert leads, close sales and retain
customers using online content.
6. …
This practice consists of promoting content and a brand on social networks in
order to improve its notoriety, attract traffic and generate leads. Cost per Click (CPC)
This is an advertising method aimed at attracting traffic to a website. The broadcaster
is paid every time a user clicks on an advertisement. Googles Ads (formerly Google
AdWords), used for paid referencing, is one of the most widespread forms of CPC.
7. …
Marketing automation refers to software solutions aimed at automating marketing
operations. It is often a good idea to automate repetitive tasks, such as sending emails,
posting on social networks and certain actions related to websites. Email marketing
Companies use emailing to communicate with their audiences. The e-mail can be used in
a communication strategy attached to a specific event, or as part of a newsletter, where the
appointment is more regular. It is used in any case to promote content, special offers or
events, and to redirect contacts to the company's website.
8. …
Online public relations is about developing a free online presence through web
publications, blogs, and other content-oriented sites. They are akin to classic public
relations, transposed into the digital universe. Online events an online event strategy,
in particular via webinars, makes it possible to develop the authority of the brand on a
subject, enlarge its audience and generate leads. Mobile marketing in France, 60 % of
the traffic is on mobile. Make sure you have a responsive website and, if your
company has a mobile application, your digital strategy will only be strengthened.
Comprehension control
Choose the right heading for each section:
a) quality and necessary skills in marketing and communication
b) marketing automation
c) online public relations
d) definition of communication in a business
e) how to choose your specialty in marketing and communication?
f) digital marketing functions and aims
g) social media marketing
h) digital marketing elements and techniques
40
Speaking
Speak on the general characteristics od a digital marketing with the help
of the scheme below:
Соседние файлы в предмете [НЕСОРТИРОВАННОЕ]