Journalism 614 marketing communications and mass opinion
Download
1 / 28

Journalism 614: Marketing Communications and Mass Opinion - PowerPoint PPT Presentation


  • 265 Views
  • Uploaded on

Journalism 614: Marketing Communications and Mass Opinion. Which brands had the most impact on your life in 2005?. Global Brand Leaders. North American Brand Leaders.

loader
I am the owner, or an agent authorized to act on behalf of the owner, of the copyrighted work described.
capcha
Download Presentation

PowerPoint Slideshow about 'Journalism 614: Marketing Communications and Mass Opinion' - Roberta


An Image/Link below is provided (as is) to download presentation

Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author.While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server.


- - - - - - - - - - - - - - - - - - - - - - - - - - E N D - - - - - - - - - - - - - - - - - - - - - - - - - -
Presentation Transcript
Journalism 614 marketing communications and mass opinion l.jpg

Journalism 614:Marketing Communications and Mass Opinion





Democratic capitalist societies l.jpg

Public opinion not only consequential for functioning of government, but for functioning of the economy and corporate interests.

Public sentiment dictates the success or failure of capitalist enterprises due to consumer choice

Corporate interests try to shape public opinion and choice through mediated communication

Greater choice of media options

Narrower targeting of audience segments

Democratic, Capitalist Societies


Internet l.jpg
Internet government, but for functioning of the economy and corporate interests.

  • Takes fragmentation to a new level

    • Anyone can be a producer - Blogs, Personal Sites

    • Mail, Search, Shop, Chat, Invest, Connect…

  • Great potential for customizing, personalizing, tracking, and generating buzz

    • Yet this demands high level of technological and strategic competency which few have


Ads surround consumers l.jpg

Doctor’s Offices government, but for functioning of the economy and corporate interests.

Airport Lounges

Classrooms

Record Stores

Gas Stations

Grocery Stores

Health Clubs

Bathroom Walls

Toilet Paper

Floor Boards

Bus Wraps

Car Wraps

Egg Shells

Bald Heads

Ads Surround Consumers

Individuals Exposed to 3000 marketing messages per day


Slide9 l.jpg

People Avoid Messages government, but for functioning of the economy and corporate interests.

Get annoyed

Sit and watch the ads

Change the channel

Turn the sound down/mute

19852000

54% 63%

33% 20%

14% 28%

9% 17%


Three foundations of reputation l.jpg
Three Foundations of Reputation government, but for functioning of the economy and corporate interests.

  • Economic performance

    • Brand sales and profits - market leadership

  • Social responsiveness

    • Social consciousness and political consumerism

  • The ability to deliver to stakeholders

    • Think beyond the narrow range of end consumers


Contexts of opinion research l.jpg
Contexts of Opinion Research government, but for functioning of the economy and corporate interests.

  • Advertising

  • Public Relations

  • Marketing Communication

  • Social Marketing

    • Health communication

    • Information campaigns

    • Public service campaigns


Advertising research l.jpg
Advertising Research government, but for functioning of the economy and corporate interests.

  • Consumer research

    • Establishing target market

    • Demographics, Geographics, Psychographics

  • Media research

  • Diagnostic research

  • Campaign evaluation


Advertising agencies l.jpg
Advertising Agencies government, but for functioning of the economy and corporate interests.


Media research firms l.jpg
Media Research Firms government, but for functioning of the economy and corporate interests.


Public relations research l.jpg
Public Relations Research government, but for functioning of the economy and corporate interests.

  • Image assessment

  • Public opinion assessment

  • Media image assessment

  • Campaign assessment


Public relations firms l.jpg
Public Relations Firms government, but for functioning of the economy and corporate interests.


Marketing and public opinion l.jpg
Marketing and Public Opinion government, but for functioning of the economy and corporate interests.

  • Modern marketing comm. developed in U.S.

  • Result of political and markets freedoms

    • Need to manage public opinion to thrive

  • Old concept - dating back to notion of propaganda devised by Catholic Church

    • Tool to propagate the religion

  • Has become a vital way for business leaders to deal with economic factors, competitive environment, and policy pressures.


History of public relations in us l.jpg
History of Public Relations in US government, but for functioning of the economy and corporate interests.

  • Hyping the Colonies

    • Many settlers came to US in response to exaggerated publicity claims to “secure money and men”

    • Use poems, sermons, broadsides, and prospectuses

  • Fostering a Revolution

    • Tools of political public relations used to support American revolt - 1763 - 1776

    • Use of symbols, slogans, staged events, news framing

    • Same tools critical to ratification of Constitution


Press agents the 19th century l.jpg
Press Agents & the 19th Century government, but for functioning of the economy and corporate interests.

  • Press agents, promotion, and ads support railroad efforts to sell land and lure settlers to the West

  • Taken to a new level by P.T. Barnum Circus

  • By end of the 19th Century, advertising is pervasive in all aspects of commerce

    • An outgrowth of industrialization

    • J. Walter Thompson founded in 1864

    • Focus on name recognition and liking

    • First PR firm in 1900 - Publicity Bureau


Ads and pr in early 20th cent l.jpg
Ads and PR in Early 20th Cent. government, but for functioning of the economy and corporate interests.

  • Beginning with WWI, Wilson uses “information ministry to build public support

    • Shift from defensive - reputation protection - to offensive to build patriotic fervor

  • Rise of experts in advertising, marketing, public relations, and fundraising for post-war boom

  • Bernays pens “Crystallizing Public Opinion”

    • Defines PR as “two-way street”

    • Must interpret the public for the institution and present the institution to the public


The modern age l.jpg
The Modern Age government, but for functioning of the economy and corporate interests.

  • WWII and the action agencies

    • Need publicity to win cooperation and acceptance

    • 100,000 people served in information posts (PR)

  • Birth of the scientific public opinion poll

    • Roper, Gallup, Nafziger develop systems from 1932 -1945

    • Key tool for public relations specialists

  • Creation of minority and specialty agencies

    • More specialized services and client expertise

    • Development of regional hubs - N.Y., Chicago, D.C., L.A.

  • Rise of television, globalization, and Internet

    • Information overload with marketing messages

    • Mergers of PR and advertising agencies for message integration


Role of research in the modern age l.jpg
Role of Research in the Modern Age government, but for functioning of the economy and corporate interests.

  • As spending on Ad/PR have increased, greater need for diagnostics and accountability

    • Develop strategy and objectives

    • Evaluate progress against predetermined goals

    • Frame issues, identify key stakeholders


Marketing comm process l.jpg
Marketing Comm Process government, but for functioning of the economy and corporate interests.

Program

Planning

Market

Research

Communication

Diagnostic

Evaluation


Key stakeholder groups l.jpg
Key Stakeholder Groups government, but for functioning of the economy and corporate interests.


Designing research studies l.jpg
Designing Research Studies government, but for functioning of the economy and corporate interests.

  • Internal Data, Secondary Data, or Custom Study

    • Sources such as Nexis/Lexis for media content

    • Sources such as Simmons/MRI for consumer insights

  • Qualitative Methods and Quantitative Methods

    • Qual: Focus Groups, Ethnography, In-depth interviews

      • Discovery-based methods for insights

    • Quant: Surveys, Experiments, Content Analyses

      • Verification-based methods for decision-making


Actionable research l.jpg
Actionable Research government, but for functioning of the economy and corporate interests.

  • How does this research help me understand…

    • The client’s situation?

    • The stakeholders’ perspectives?

    • The public opinion climate?

  • The orientation toward research is that only matters if it can be acted upon, such as…

    • Customer Satisfaction

    • Employee Morale

    • Investor Relations

    • Professional Reputation

    • Community Trust


Corporate reputation management l.jpg
Corporate Reputation Management government, but for functioning of the economy and corporate interests.

  • Takes a long time to build; one slip can create a negative public impression

  • Corporate image is fragile; requires a reputation management program

  • It is the sum total of a companies identity efforts and stakeholder images

    • It is earned, not created


Identity to reputation l.jpg
Identity to Reputation government, but for functioning of the economy and corporate interests.