Ethics code for the society of professional journalistsSeek truth and report itAdvertisingWhere do creative ideas come from?Research shows a new idea is a combination of two other ideas*James Webb Young: A technique for Creating Ideas1. Gathering of raw materials2. Considering these materials3. Incubation4. Birth of idea5. Development of ideaWhat happens when freedom is so unlicensed?Frankel- 20th century philosopher; Jewish; survived concentration camps feeling guiltyMan’s search for meaningFrankel 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 communicationThat a sponsor pays for itThat is delivered through mediaThat attempts to persuade or informWhy we advertiseTo intensify demand among mass audiencesBuild brand/product awareness: TOMATop of mind awarenessRemind consumers of brands/products that satisfiedCreate repetition of messageIncreases memorabilityIncreases believabilityScreen customersA new idea is a combination of two old ideasTheory of creativityRepetition leads to believabilityAdvertising worksAdvertising companies and market share are relatedCompanies that spend high percentages of sales income on advertising do better than those that don’tCompanies that don’t cut ad budgets during recessions survive bestWhat’s the number one chewing gum company in the world?WrigleyHow does advertising work?David OgilvyNeed to make promise to consumerUnique selling propositionExclusive promise to the consumerPre-emptive advertisingCompeting products have same benefit but they didn’t think of promising it to the consumerWhat did Ogilvy say a successful ad has to do?Has to promise a benefit to the consumer.How to stay out of jailPufferyAcceptable exaggerationAxe adsDeceptive advertisingReasonable consumer standardMidway point between puffery and deceptive advertisingKinds of advertisingNational consumer advertisingLocal consumer advertising (store ads)Corporate image advertisingBusiness to business advertising (B2B)Direct marketingMobile marketingPSAsAdvertising mediaPrintRadioTVOut-of-homebillboardTransitOnlineSocial mediaMobile deviceDirect marketing, directory, cinemaProblems with advertisingSometimes viewed as intrusiveAvoidableProduct placementContributes to message noise (clutter)Waste “impressions”You were exposed to it“it moved me”too persuasive for kids?Effectiveness for kids?We are exposed to 1500 ads a dayWe don’t register all 1500JobsAdvertiserBrand managers, product managersAd agenciesAccount executivesCreative directorsArtistsCopywritersResearchersMultimedia editorsStarcomm ChicagoStarting salary: $32,500 (2011)70% of ad grads found full-time workPayment15% of media purchasesperformance-based advertisingtrends affecting advertisingfragmentation of mass mediaincreasing ad clutterbudgets flowing to sales promotion and other areasNew mediaIntegrated Market Communications (IMC)What is PR?There is confusion over what public relations actually isIt is the management of relationships between an entity and the publics essential to its success.Give and take processWillingness to changeWorking with news mediaImage building through news mediaTelling storyPublicityHealthy relationshipsWhat do all these definitions have in common?Resource dependency theoryRely on resources other people controlDependentTo fulfill their goals, organizations need resources such as raw materialsSome of these resources are not controlled by the organization or entityTo acquire those resources, organizations and other entities build productive relationships with the publics that control the resourcesAgincourt- medieval battleBritish and French fightOverrated monologuesHow do we get these needed resources?We build productive relationshipsHow do we build these productive relationships?ethossocial exchange theory- we want something from themwe are the organization and we want the resources they controlwe’ll have to give them something they wantthe best way to persuade anybody is to listenformer U.S. secretary of State- Dean Ruskresearch, planning, communication, evaluationhow good is the relationship?how productive is it?Execute the planHow do we measure success?Send out press releasesThe quality and productivity…Job areasCorporationsAgenciesNonprofitsStaffs at small so never at desk ****GovernmentIndependent consultanciesIn 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 governmentCannot spend money on (tax payer dollars) to persuadepeople to voteCurrent top 5 duties in PRWorking with social media, including blogging and posting on sites such as FacebookLook for two things in interview: write well and good with social mediaWorking with news media, particularly pitching ideas to reporters and bloggersCreating communications for specific projectsStrategic (goal-oriented) planningWriting and distributing news releasesBiggest challenges?Dealing with the speed and volume of information flowManaging the digital revolution and the rise of social mediaAdvertising and marketingPublic relationsPR is the management of relationships between an entity and the publics essential to its success.AdvertisingCommunication that a sponsor pays for; that is delivered through media; that attempts to persuade or inform.MarketingProcess of researching, creating, refining and promoting a product or service and distributing that product or service to targeted consumers.Strategic communicationALL THE THINGS!!!Organization’s job is to pull in resources they don’t haveHard to find just a PR, ad, marketing agencyKey Points from TextbookIvy Lee’s “Declaration of Principles”One of the inventors of modern public relationsPR is no longer about lies, its about delivering the factsEdward Bernays*Father of modern public relationsWrote first book on PRTaught first university course on PRWas married to woman in office because she was smarter and better at business than he was; Dorris Fleischman“It’s really the mother of public relations (his wife)”One difference between advertising and PR…At corporate level don’t have advertisers meet with leadersVideo news releasesLook just like news storiesPrepared by PRSome good TV stations because PR is reporting the news, not reporterReally good