Podcast
Questions and Answers
Which of the following best defines advertising?
Which of the following best defines advertising?
- Promoting a product or service through the use of word-of-mouth
- Promoting a product or service through the use of paid announcements (correct)
- Promoting a product or service through the use of free announcements
- Promoting a product or service through the use of social media influencers
What was the lasting effect of the Great Depression on advertising?
What was the lasting effect of the Great Depression on advertising?
- Shift towards TV advertising
- Creation of the Federal Trade Commission (correct)
- Increase in false advertising claims
- Decreased public support
What was the main characteristic of the creative revolution in advertising?
What was the main characteristic of the creative revolution in advertising?
- Emphasis on creativity over straight salesmanship (correct)
- Emphasis on comparative advertising
- Emphasis on music and stylistic effects
- Emphasis on product-oriented conventional ads
During the late 1980s, what led to an increase in generic brand purchases and a decrease in advertising?
During the late 1980s, what led to an increase in generic brand purchases and a decrease in advertising?
Which legislation expanded the Federal Trade Commission's role to protect consumers from deceptive advertising?
Which legislation expanded the Federal Trade Commission's role to protect consumers from deceptive advertising?
True or false: The persuasive communication model is primarily concerned with obtaining extensive media coverage.
True or false: The persuasive communication model is primarily concerned with obtaining extensive media coverage.
Which phase of a PR campaign involves determining the overall message and the best way to communicate it?
Which phase of a PR campaign involves determining the overall message and the best way to communicate it?
Which company pioneered the shift from the advertising-centric model to the PR-oriented model of branding during the 1930s?
Which company pioneered the shift from the advertising-centric model to the PR-oriented model of branding during the 1930s?
Which former US President described political battles as a brand war?
Which former US President described political battles as a brand war?
Branding was originally used by which industry?
Branding was originally used by which industry?
Study Notes
Advertising vs. Public Relations
- Advertising is a paid medium used to promote products or services, whereas public relations (PR) aims to build positive relationships between organizations and their stakeholders.
- Public relations campaigns leverage free press coverage, which is often more trusted by the public than advertisements.
- Al and Laura Ries' book discusses the increasing importance of PR over advertising in modern marketing strategies.
Traditional Publicity Model
- PR professionals under this model focus on generating media coverage for clients, products, or events.
- Techniques include publicity stunts, news conferences, and celebrity interviews.
- P.T. Barnum was a pioneer in this model, valuing any media coverage, positive or negative.
- Contemporary examples include controversial figures like Lady Gaga and Marilyn Manson and faded celebrities appearing on reality TV.
Public Information Model
- This model prioritizes the dissemination of information rather than extensive media coverage.
- Examples include utility companies sending energy efficiency fliers and government agencies issuing press releases to explain regulatory changes.
- Public interest groups release research findings to inform policymakers and the public.
Persuasive Communication Model (Two-Way Asymmetric)
- Aimed at persuading specific audiences to adopt certain views or behaviors, requiring measured audience responses.
- Government propaganda exemplifies this model, which includes organized information dissemination to influence public opinion.
- Edward Bernays is noted as a foundational figure in modern PR, utilizing this model during World War I with war bond promotions.
- A notable campaign involved celebrities promoting Lucky Strike cigarettes during a public event.
Relationship with Politics and Government
- PR has historically intersected with political activity, used by politicians to communicate messages to constituents.
- Benjamin Franklin's ambassadorial role in France during the American Revolution exemplified early political PR through celebrity engagement and publicity tactics.
- Franklin utilized printing presses to distribute promotional materials, contributing to diplomatic success.
- 20th-century PR campaigns include Franklin D. Roosevelt's Fireside Chats, which effectively conveyed New Deal policies directly to the public through radio.
- Blackwater Worldwide's name change to Xe Services highlighted a PR strategy addressing reputational issues amid criticism.
Impact of Media and Modern Challenges
- The expansion of media outlets and the 24-hour news cycle has transformed political PR strategies.
- Politicians must adapt to rapidly changing landscapes in communications to effectively engage with constituents.
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Description
Explore the concept of political branding and its significance in the political arena. Learn about the use of branding strategies in politics, as well as its impact on public perception and voter behavior.
