Journalism Exam 4 04 17 2013 Ethics code for the society of professional journalists Seek truth and report it Advertising Where do creative ideas come from o Research shows a new idea is a combination of two other ideas o James Webb Young A technique for Creating Ideas 1 Gathering of raw materials 2 Considering these materials 3 Incubation 4 Birth of idea 5 Development of idea What happens when freedom is so unlicensed Frankel 20th century philosopher Jewish survived concentration camps feeling guilty o Man s search for meaning Frankel said I love the united States The Statue of liberty Liberty Freedom All it needs is the West coast to put the Statue of Responsibility to balance it out What did Frankel say we should build on the west coast Advertising is communication That a sponsor pays for it That is delivered through media That attempts to persuade or inform Why we advertise To intensify demand among mass audiences o Build brand product awareness TOMA Top of mind awareness Remind consumers of brands products that satisfied o Create repetition of message Increases memorability Increases believability o Screen customers A new idea is a combination of two old ideas Theory of creativity Repetition leads to believability Advertising works Advertising companies and market share are related Companies that spend high percentages of sales income on advertising do better than those that don t Companies that don t cut ad budgets during recessions survive best o What s the number one chewing gum company in the world Wrigley Competing products have same benefit but they didn t think of promising it to the consumer How does advertising work David Ogilvy Need to make promise to consumer Unique selling proposition o Exclusive promise to the consumer o Pre emptive advertising What did Ogilvy say a successful ad has to do Has to promise a benefit to the consumer How to stay out of jail Puffery o Acceptable exaggeration Axe ads Deceptive advertising o Reasonable consumer standard Midway point between puffery and deceptive advertising Kinds of advertising National consumer advertising Local consumer advertising store ads Corporate image advertising Business to business advertising B2B Direct marketing o Mobile marketing PSAs Advertising media Print Radio TV Out of home o billboard Transit Online Social media Mobile device Direct marketing directory cinema Problems with advertising Sometimes viewed as intrusive Avoidable o Product placement Contributes to message noise clutter Waste impressions o You were exposed to it o it moved me too persuasive for kids Effectiveness for kids We are exposed to 1500 ads a day We don t register all 1500 Jobs Advertiser o Brand managers product managers Ad agencies o Account executives o Creative directors o Artists o Copywriters o Researchers o Multimedia editors Starcomm Chicago Starting salary 32 500 2011 o 70 of ad grads found full time work Payment 15 of media purchases performance based advertising trends affecting advertising fragmentation of mass media increasing ad clutter budgets flowing to sales promotion and other areas New media Integrated Market Communications IMC What is PR There is confusion over what public relations actually is It is the management of relationships between an entity and the publics essential to its success Give and take process Willingness to change Working with news media Telling story Publicity Healthy relationships Image building through news media What do all these definitions have in common Resource dependency theory o Rely on resources other people control o Dependent o To fulfill their goals organizations need resources such as raw o Some of these resources are not controlled by the materials organization or entity o To acquire those resources organizations and other entities build productive relationships with the publics that control the resources Agincourt medieval battle British and French fight Overrated monologues How do we get these needed resources We build productive relationships How do we build these productive relationships ethos social exchange theory we want something from them o we are the organization and we want the resources they control o we ll have to give them something they want o the best way to persuade anybody is to listen former U S secretary of State Dean Rusk research planning communication evaluation o how good is the relationship o how productive is it o Execute the plan How do we measure success o Send out press releases o The quality and productivity Job areas Corporations Agencies Nonprofits o Staffs at small so never at desk Government Independent consultancies In government they call it public affairs rather than public relations If you go into government public relations the document is United States that sets up the rules and regulations for government o Cannot spend money on tax payer dollars to persuade people to vote Current top 5 duties in PR Working with social media including blogging and posting on sites Look for two things in interview write well and good with social Working with news media particularly pitching ideas to reporters such as Facebook media and bloggers Creating communications for specific projects Strategic goal oriented planning Writing and distributing news releases Biggest challenges Dealing with the speed and volume of information flow Managing the digital revolution and the rise of social media Advertising and marketing Public relations o PR is the management of relationships between an entity and the publics essential to its success Advertising Marketing o Communication that a sponsor pays for that is delivered through media that attempts to persuade or inform o Process of researching creating refining and promoting a product or service and distributing that product or service to targeted consumers Strategic communication o ALL THE THINGS Organization s job is to pull in resources they don t have Hard to find just a PR ad marketing agency Key Points from Textbook Ivy Lee s Declaration of Principles o One of the inventors of modern public relations o PR is no longer about lies its about delivering the facts Edward Bernays o Father of modern public relations o Wrote first book on PR o Taught first university course on PR o Was married to woman in office because she was smarter and better at business than he was Dorris Fleischman o It s really the mother of public relations his wife One difference between advertising and PR o At corporate level don t have