Comstrat 380 1nd Edition Lecture 25 Outline of Last Lecture I. Media strategiesII. Cost efficiencyIII. The basis for the buyIV. Media buying complexitiesOutline of Current Lecture I. Terms to identify audiencesII. Key strategic media conceptsIII. The basis for the buyIV. Public relationsV. Public opinionVI. ReputationVII. Comparing Public Relations and AdvertisingVIII. ControlCurrent LectureI. Terms to identify audiencesa. Exposurei. Having an opportunity to perceive the messageb. Impressionsi. One persons opportunity to be exposed one time to an ad in a specific media vehiclec. CirculationThese notes represent a detailed interpretation of the professor’s lecture. GradeBuddy is best used as a supplement to your own notes, not as a substitute.i. Number of copies soldd. Gross Impressioni. The estimation of total impressions (people actually reading. Seeing/listening) across a publications total circulatione. Ratingsi. Measure that converts gross impressions to percentage of householdsf. Sharei. The percent of viewers based on the number of sets turned onII. Key Strategic Media Conceptsa. Media Mixi. The way various types of media are strategically combined to create a certain kind of impactb. Multiplatformi. Describes multichannel and multimarketing opportunities, in addition to traditional media, including:1. Social media2. Branded entertainment3. Video games4. Product placement5. Guerilla marketing III. The Basis for the Buya. Intrusivenessi. The ability of a medium to grab attention by being disruptive or unexpected ii. The more intrusive a medium, the more it can be personalizediii. May not always help build a positive brand relationshipIV. Public Relationsa. Public relations is a communication discipline covering a wide range of functions that help and organization connect with the people it touchesb. These functions include:i. Internal relationsii. Publicity iii. Advertisingiv. Press agencyv. Public affairsvi. Issues managementvii. Investor relationsviii. Developmentc. Public relations is used to generate goodwill for an organizationd. Public relations focuses on all the relationships and organization has with various publicse. Publics are all the groups of people with which an organization interacts: employees, members, local communities, stakeholders, customers, other institutions, etc. (can be internal or external)f. Stakeholders: people who have a stake in a company or organizationV. Public Opiniona. Public opinion refers to what people think; their beliefs based on perceptions or evaluations of events, people, institution, or productsb. Public relations strategists want to know:i. What publics are important to us now and in the future?ii. What do these publics think?c. Opinion leaders: important people who influence the opinions of othersVI. Reputationa. Goodwill, Trust, and Integrityi. Public goodwill is a company’s greatest asset; it is the job of public relations to create itii. Integrity is not just about having a positive image, it’s a result of a company’s actual behavior iii. PR acts as a conscience of the company, with the objective of creating trust and maintaining the organizations integrity VII. Comparing Public Relations and Advertisinga. Public relations takes a longer, broader view of the importance of image and reputation as a corporate competitive asset and addresses more target audiences than advertisingb. Media Usei. Public relations seek to persuade media gatekeepers to “cover” their companiesii. Gatekeepers are writers, editors, producers, talk-show coordination’s, and newscasteriii. This aspect of public relations is called publicityVIII. Controla. With news stories (press releases, news releases, VNR’s, etc.), public relations strategists are at the mercy of the media gatekeeperb. There is no guarantee that your story will run. The story may be rewritten or reorganizedc. In contrast, advertising runs exactly as the client who paid for it as approved, and as