Artificial Intelligence PDF

ARTIFICIAL INTELLIGENCE Pros and Cons of AI: ▪ Pros: increased efficiency, reducing Artificial intelligence – responsive, decisive, human risk, aid in decision-making, and adaptive, and independent...

ARTIFICIAL INTELLIGENCE Pros and Cons of AI: ▪ Pros: increased efficiency, reducing Artificial intelligence – responsive, decisive, human risk, aid in decision-making, and adaptive, and independent availability ▪ Can engage in interactions with humans or ▪ Cons: cause of unemployment, high initial other machines, interpreting meaning and investment, dependency on machines, formulating an appropriate response and lack of creativity ▪ Can interpret supplied information and take appropriate action to achieve its AI in Ethics: mandated goals ▪ Security ▪ Can internalize new information and ▪ Responsibility adjust its behaviors accordingly to ▪ Safety maximize its effectiveness ▪ Bias and fairness ▪ Can conduct most of its decision-making ▪ Transparency process without the need for human input PLANNING 1. Machine learning – using sample data to train computer programs to recognize Planning – you need to determine what the target patterns based on algorithms audience needs 2. Neutral networks – computer systems ▪ What is your message to the people to designed to imitate the neutrons in the convince them to buy your product brain ▪ Identify your target audience (we are not 3. Natural language processing – the ability just limited; we are beyond what they see) to understand speech, as well as ▪ You have to analyze your stakeholders understand and analyze documents ▪ Why do you think the needs of the 4. Robotics – machines that can assist audience to access it (to know what they people without actual human involvement want, to know the basis) ▪ The content you want to come up with Importance of AI: ▪ The simulation of human intelligence Advertising – you are creating a need processes by machines, enabling them to ▪ Tagline of every product to advertise it learn, reason, and make decisions like ▪ Sometimes you also need to explore humans choosing your channels ▪ AI works this way: ▪ Test it to see the right one o Input o Processing Communication materials: o Outcomes ▪ Pubmats (content) o Adjustments ▪ For your programs and projects o Assessments ▪ Must be relevant and engaging, depending ▪ Best AI tools for students: ChatGPT, on what type of materials are being Quillbot, Fotor, Adobe Express, followed (gen Zs) to align with Grammarly etc.  ▪ Ensure that your design encourages and ▪ Review and follow up pleases them STEPS IN COMMUNICATION PLANNING Strategies (SMART): ▪ Specific – desired outcome that is clearly (#1) Identify Communication Goals understood ▪ Objectives: clearly define what you want ▪ Measurable – the numbers used with the to achieve through communication goal ▪ Target audience: determine who you want ▪ Achievable – realistic to maintain the to reach with your message enthusiasm to try to achieve them ▪ Demographics: understand the age, ▪ Relevant – aligned with the mission of the gender, education, and other company characteristics of the audience ▪ Time-bound – should have a deadline ▪ Psychographics: identify their interests, values, beliefs, and lifestyles Channel choice: ▪ Needs and wants: determine what your ▪ Customer (with his/her characteristics) audience needs and desires ▪ Process (stage of the transaction) ▪ Benefits multiple channels (#2) Develop Key Messages ▪ Product purchased ▪ Define your key messages ▪ Identify your target audience Planning – the process of thinking about and ▪ Develop a plan deciding in advance what to do, how to do it, when ▪ Create compelling content to do it, and who should do it. It creates a ▪ Promote your content roadmap to achieve a desired goal or outcome. ▪ Measure your results Characteristics of planning: (#3) Choosing the Right Communication ▪ Focus on goal Channels ▪ Primary function ▪ Analyze your stakeholder’s needs ▪ Pervasive activity ▪ Consider the message’s urgency and ▪ Future-oriented importance ▪ Continuous activity ▪ Choose the appropriate medium ▪ Intellectual work ▪ Be flexible ▪ Flexible ▪ Test the effectiveness of the channel ▪ Efficiency and economy ▪ Actionable (#4) Create Communication Materials ▪ Content development: develop content Planning process: that is relevant, engaging, and aligned with ▪ Establishment of objectives your key messages ▪ Developing premises ▪ Design: ensure the design of your ▪ Evaluating and selection of alternatives materials is visually appealing and easy to ▪ Formulating derivative plans understand ▪ Securing cooperation and participation (#5) Implement the Communication Plan ▪ A comprehensive strategy for ▪ Timing: schedule your communication conceptualizing, outlining, and carrying activities at optimal times out marketing, outreach, and ▪ Distribution: distribute your materials communication strategies throughout the through chosen channels departments and teams of a business. ▪ Specify the information that should be DIFFERENCE BETWEEN MARKETING AND given, who gets it, when it should be sent, ADVERTISING where it will be shared, and how it will be monitored and evaluated. Marketing: ▪ How team members and stakeholders will ▪ Involves understanding consumer communicate on a project, within an behavior and the target market through organization, or in both is the process of market analysis and strategy communication planning. ▪ Concentrates on establishing a brand’s value and ensuring the company connects Important parts of a Communication Plan: with the right target market ▪ Audience ▪ The activities ▪ Message ▪ Identifies your needs. It involves the ▪ Purpose of the message development of order ▪ Communication method ▪ Creating products based on the ▪ Communication timing customer’s needs ▪ Stil need to be promoted Communication plan components: ▪ Who – audience: residents, clusters, Advertising: committees, working groups, board of ▪ Focuses on what appeals to the audience directors through catchy copies and compelling ▪ What – message type: letter, face-to-face, graphics and videos status report, project update ▪ Focuses on influencing or persuading ▪ How – delivery method: meeting, informal customers to purchase a product or presentation, formal presentation, service mail/email ▪ Search engine, building customer ▪ When – schedule: weekly, monthly, relationships quarterly, milestone, as needed ▪ Promoting the products ▪ Owner – message source: Ra Broad, CEO, director of capital, projects, project COMMUNICATION PLAN manager What is a Communication Plan? Purpose of a communication plan: ▪ An end-to-end plan for delivering strategic ▪ It offers a structure messages to key audiences in order to ▪ Simple to believe that communication is drive positive business outcomes. uncomplicated and obvious ▪ A policy-driven delivery of specific ▪ Error is typical information to company stakeholders  ▪ Simple to become informal because we ▪ Tactical communication plan – detailed frequently assume that communication plan outlining specific actions, timelines, comes naturally responsibilities for implementing a communication campaign. Types of communication plan: EFFECTIVE COMMUNICATION PLAN (#1) Based on target audience ▪ Internal communication plan – focuses on (#1) Executive summary – overview of the communicating with employees within an communication plan, including its purpose, organization (e.g., company news, objectives, and key strategies. updates, and policies and fostering employee engagement) Effective executive summary: ▪ External communication plan – target ▪ Purpose and scope – a brief explanation of audiences outside the organization, such the document’s objectives and the scope as customers, investors, media and the of the analysis or research public. The goal is to maintain a positive ▪ Key findings – a summary of the main brand image, generate leads, and manage findings or conclusions drawn from the public relations. data or analysis ▪ Recommendation – any suggested actions (#2) Based on purpose or decisions based on the findings ▪ Crisis communication plan – outlines ▪ Implications – the potential impact or strategies for responding to and managing significance of the findings and crises, protecting the organization’s recommendations reputation, minimizing damage. ▪ Elements – ▪ Marketing communication plan – focuses o Introduction on promoting products and services to o Objectives or purpose target customers through various o Key findings or results channels, including advertising, public o Recommendations or action items relations, social media, and direct o Conclusions and closing remarks marketing. ▪ Change management communication How to write an executive summary: plan – supports organizational change by ▪ Keep the tone consistent informing employees about the change, ▪ Focus on telling a story addressing concerns, and building ▪ Chop full sentences into bullet points support. ▪ Don’t go data galore (#3) Based on scope Problem Statement – a clear, concise description ▪ Strategic communication plan – high-level of the issue or challenge that the communication overview of an organization’s efforts aim to address. communication goals, target audiences, messaging, and channel. Components of a Problem Statement Target audience – refers to the specific group of ▪ Impact of the problem – explain the people or organizations that you want to reach consequences or implications of the with your communication efforts problems. This includes how it affects stakeholders, operations, and goals. Components of identifying your target audience: ▪ Background information – provide context ▪ Geographic segments about the situation or environment leading ▪ Demographic segments to the problem. This helps frame the ▪ Psychographic segments problem within a broader context and ▪ Behavior segments makes understanding the issue’s significance easier. Key Messages – the core ideas or points you want ▪ Description of the problem – clearly define to convey to your target audience. the specific problem or challenge. Focus on the issue, who is affected, and the Crafting your key messages: nature of the problem. Avoid vague or ▪ Identify your target audience overly broad descriptions. ▪ Define your unique selling proposition ▪ Impact of the problem – explain the ▪ Keep it simple and memorable consequences or implications of the ▪ Use storytelling to connect with your problem. This includes how it affects audience stakeholders, operations, or goals. ▪ Test and refine your messages ▪ Evidence or data – include any relevant data or evidence supporting the problem’s Key messages: existence and seriousness. This might ▪ Step 1: Interview your prospects involve statistics, case studies, or ▪ Step 2: Organize the answers qualitative feedback. ▪ Step 3: Write key messages ▪ Need for communication – justify why communication is necessary to address Timeline – a timeline for the communication plan the problem. Outline how effective involves outlining the key activities, milestones, communication can help to mitigate or and deadlines necessary to execute the strategy solve the issue. effectively. (#2) Objectives – an outline what the Communication plan timeline: communication efforts aim to achieve. ▪ Step 1: identify your audience ▪ Step 2: choose right communication Writing effective communication objectives channel ▪ Identify the core purpose ▪ Step 3: plan and develop content ▪ Define the desired outcome ▪ Step 4: plan and execute communication ▪ Determine measurement methods schedule ▪ Set realistic goals ▪ Step 5: evaluate and improve ▪ Assign timeframes Budgeting – allocates resources for Types of communication strategy: communication activities, including costs for advertising, materials, and personnel. ▪ Push vs. pull strategies o Push strategy – actively promoting Evaluation Metrics – essential for assessing the through various channels effectiveness and impact of your communication o Pull strategy – creating a demand plan. for a product to encourage the audience to seek out information (#3) Contingency Plan – a proactive strategy ▪ Internal vs. external communication designed to address potential issues or crises o Internal communication – among during your communication efforts. teams, between managers, etc. o External communication – with Purpose of contingency plan: broader audiences, partners, ▪ Better preparation social, etc. ▪ Quicker solution ▪ One-way vs. two-way communication ▪ To prevent panic o One-way communication – a ▪ To minimize losses person sending messages to another with no follow-up Steps to develop a contingency plan: o Two-way communication – an ▪ Develop your list of risks exchange of thoughts, in which ▪ Evaluate the risks according to severity shared meaning often occurs and likelihood ▪ Formal vs. information communication ▪ Identify the most important ones o Formal communication – deals ▪ Contingency plan for major risks with the sharing of official ▪ Get approval information with others who need it ▪ Share it with your team o Informal communication – sharing ▪ Review it periodically information with peers that has no skeleton like formal COMMUNICATION STRATEGY communication ▪ Vertical vs. horizontal communication A communication strategy is a carefully planned o Vertical communication – flows approach to delivering a message to a specific between people at the same level audience. o Horizontal communication – flows between people of different levels Components of a communication strategy: ▪ Audience identification Strategic communication is used in various fields ▪ Message including: ▪ Channel selection ▪ Business: marketing, public relations, ▪ Timing and frequency internal communications ▪ Government: public affairs, crisis communication, policy advocacy  ▪ Non-profit organizations: fundraising, advocacy, community engagement (#1) Based on area coverage – can be classified ▪ Education: public relations, student based on the geographic area they target recruitment, alumni relations ▪ Local advertising – targets a specific Difference between communication strategy and city, town, or neighborhood. Utilized communication planning: local media like newspapers, radio ▪ Communication strategy – the blueprint, stations, and community websites outlining of the overall direction and goals. Examples: small businesses, local ▪ Communication planning – the roadmap, events, and real estate listings detailing the specific steps and actions to achieve those goals. ▪ Regional advertising – focuses on a particular state or region. employs ADVERTISING regional media such as regional magazines, newspapers, and Advertising – a communication process that television stations promotes a product, service, or event. Examples: regional retailers, tourism boards, and regional food products Advertising: ▪ Is a paid communication ▪ National advertising – leverages ▪ A non-personal communication national media like television networks, ▪ Has an identified sponsor national magazines, and newspapers. ▪ Is a marketing tool It targets the entire country ▪ Has three main intentions Examples: major brands, political ▪ Is a creative process campaigns, national product launches ▪ Requires planning ▪ Needs careful preparation ▪ Global advertising – aims to reach a ▪ Must be placed on the right platform worldwide audience. Employs international media like satellite Promotion: television, internet, and global ▪ Products publications ▪ Ideas Examples: multinational corporations, ▪ Services global brands, and international ▪ Events organizations Classification of advertising – classified in line Factors affecting area coverage: with geographic coverage, target audience, and ▪ Target audience purpose ▪ Media availability ▪ Basis of area coverage ▪ Budget ▪ On the basis of audience ▪ Campaign objectives ▪ On the basis of media ▪ On the basis of function Importance of area coverage: Traditional advertising: Broadcast ▪ Effective targeting ▪ Television: mass reach, strong visual and ▪ Localized messaging audio impact. Expensive but highly ▪ Cost efficiency effective ▪ Competitive advantage ▪ Radio: targeted audience based on demographics and interests. Cost- (#2) Based on audience – advertising is most effective but limited to audio effective when it reaches the right people ▪ Billboards: high visibility in specific locations. Short but impactful messages Demographic segmentation: ▪ Transit advertising: reaches a captive ▪ Age audience on public transportation ▪ Gender ▪ Income Traditional media: Mail ▪ Occupation ▪ Direct mail: targeted reach, personalized ▪ Education message. High cost per impression ▪ Family size ▪ Region THE KEY PLAYERS IN ADVERTISING ▪ City size ▪ Climate ▪ Clients – businesses or organizations that want to promote their products or services, Psychographic segmentation: they provide the budget and objectives for ▪ Lifestyle campaigns ▪ Interests ▪ Advertising agency – company that ▪ Values specializes in creating, planning, or ▪ Personality handling advertising for its clients o Full-service agencies: offer Behavioral segmentation: comprehensive range of services, ▪ Usage rate including creative development, ▪ Loyalty status media planning, production, and ▪ Occasion research ▪ Benefits sought o Specialized agencies: focus on a specific area of advertising, such TRADITIONAL MEDIA as digital marketing, public relations, or direct marketing Traditional advertising: Print ▪ Mass media – these include traditional ▪ Newspapers: local, regional, or national media and digital media reach. Offer detailed information and ▪ Media buyer – professionals negotiate visuals media placements on behalf of ▪ Magazines: target specific demographics advertisers or agencies and interests. High-quality visuals and ▪ Creative team – longer content o Copywriters: develop the written content of the advertisement  o Art directors: design the visual Marketing mix: elements of advertisement ▪ Product – tangible physical goods and o Creative directors: oversee the intangible services being marketed creative process and ensure that ▪ Price – how much does it cost to buy the the final product meets the client’s product objectives ▪ Place – where and through what channels ▪ Market research – firms that gather data on can one purchase products consumer behavior, references, and ▪ Promotion – how the company advertises market trends to inform advertising its product strategies. ▪ People – enables it to deliver the offering to ▪ Production houses – companies that the customers produce television commercials, radio ▪ Process – series of actions involved in spots, and other advertising materials delivering the offering ▪ PR agencies – firms that manage a ▪ Physical environment – surroundings of company’s reputation and help generate the offering positive media coverage ▪ Social media influencers – individuals with It is a process of discovering and translating large followings on social media platforms consumer needs and wants into products and who can promote products or services to service specifications, creating demand for these their audience products and services and then in turn expanding this demand. ADVERTISING TRENDS ▪ Consumer ▪ Product 1. Traditional advertising ▪ Service 2. Digital advertising: Social media ▪ Promotion marketing, Search engine marketing (SEM), ▪ Demand Content marketing, and Influencer ▪ Distribution marketing ▪ Research 3. Video advertising ▪ Prices 4. Programmatic advertising 5. Personalized advertising: AI and Machine A market refers to a place where buyers and Learning and Data privacy concerns sellers are physically present to purchase and sell goods and services for a price. MARKETING Types of markets: Marketing – the process of creating value for ▪ Consumer markets customers and building customer relationships. ▪ Institutional markets ▪ Industrial markets It involves identifying customer needs, ▪ Reseller markets developing products and services, and promoting and delivering to the target market Critical components of marketing often include: Marketing – drives profitable customer action 1. Market research through ▪ Target ▪ Positioning ▪ Survey ▪ Market research ▪ Market gap ▪ Promotion ▪ Analytics ▪ Packaging ▪ Statistics ▪ Pricing analysis ▪ Customer ▪ Distribution ▪ Trends ▪ Evaluation Prompts: audience attention 2. New product development Generates: product interest, product demand ▪ Idea Influences: product desire ▪ Research Persuades: action ▪ Develop ▪ Testing Marketing – solving a customer need ▪ Analysis ▪ Customer problem ▪ Intro ▪ Product solution 3. Pricing strategy ▪ Effective communication ▪ Cost ▪ Happy customer ▪ Condition ▪ Quality/price How is marketing used: ▪ Competition ▪ Product – procedures to ensure the ▪ Place products are ready for selling ▪ Brand ▪ Price – set it at a level comparable to 4. Promotion competitors ▪ Advertising ▪ Promotion – brochures, ads, and ▪ Value information to generate interest ▪ Strategy ▪ Place – how and where products are ▪ Design distributed to sell ▪ Logo ▪ Trust 5 steps in the marketing management process: 5. Distribution ▪ Conduct market research 6. Customer service (six pillars:) ▪ Develop a marketing strategy ▪ Attitude ▪ Make a marketing plan ▪ Interest ▪ Implement automation ▪ Action ▪ Feedback and control ▪ Verbal language ▪ Body language The importance of marketing: ▪ Tone of voice ▪ Brand awareness ▪ Market share ▪ Acquisition and reflection ▪ Customer relationships  “Advertising is legalized lying,” – H. G., Wells Marketer – someone who does precision guesswork based on unreliable data provided by CONSUMER ACT OF THE PHILIPPINES: questionable data REPUBLIC ACT NO. 7394 Supplier – a party that supplies goods and Republic Act No. 7394 (1992) services (e.g., vendors) ▪ Known as the Consumer Protection Code ▪ A comprehensive law that aims to protect Distribution channel: the rights of customers and ensure fair ▪ Manufacturer trade practices in the Philippines ▪ Wholesaler ▪ Retailer Key provisions of the consumer act: ▪ Customer ▪ Consumer rights – the law outlines the ADVERTISING AND SOCIETY fundamental rights of the consumers, including: 1. Economic role o Right to safety a. It stimulates economic growth o Right to be informed b. It generates revenue o Right to choose c. It promotes innovation o Right to be heard o Right to redress 2. Informative role o Right to consumer education a. It provides information b. It raises awareness ▪ Prohibited acts – the law prohibits various c. It educates consumers unfair trade practices, such as: o Misrepresentation and false 3. Cultural role advertising a. It provides information o Unfair pricing b. It raises awareness o Unfair contract terms c. It educates consumers o Unfair sale practices o Product safety hazards Advertising influence on society: ▪ Forms new workplaces ▪ Consumer remedies – the law provides ▪ Helps people to make the best purchase consumers with various remedies, decision including: ▪ A news broadcast o Rescission of contracts ▪ Helps people to be happier o Damages ▪ Contains mass media o Injunctions ▪ Attracts young professionals to work o Public interest litigation ▪ Improves the duality of your life ▪ Increases the goods' profitability Advertising Ethics: ▪ Brand image – building and maintaining a positive brand perception ▪ Truthfulness and honesty ▪ Customer engagement – fostering o Avoid misleading claim relationships and loyalty with customers o Transparent information ▪ Sales and revenue – driving sales and revenue growth ▪ Fair competition ▪ Crisis management – effectively handling o Avoid comparative advertising negative publicity or crises o Refrain from defamation BRAND ▪ Consumer protection o Target vulnerable groups What is BRAND? responsibly ▪ B – blueprint: a master plan of your o Avoid harmful content customer experience ▪ R – relationship: psychological relation ▪ Social responsibility between a business and a customer o Avoid stereotypes ▪ A – agreement: a promise of what the o Promote positive values consumer will experience from your business BRAND COMMUNICATION ▪ N – nature: emotional association to your brand Brand communication – the strategic process of ▪ D – distinctive: makes your business stand building and maintaining a strong relationship out from the crowd between a brand and its target audience. Branding – creating a unique identity for a product, Key components of brand communication: service, or company. (involves brand name, logo, ▪ Brand identity – the unique personality, tagline, and overall visual and messaging strategy) values, and attributes that define a brand ▪ Customer service ▪ Brand messaging – the consistent ▪ Product benefits messages that convey a brand’s identity ▪ Price and value proposition ▪ Company name ▪ Brand positioning – how the brand is ▪ Strong impression (logo, repetition) perceived in the minds of consumers ▪ Value proposition relative to competitors ▪ Brand experience – the overall interaction Brand vs. Brand Identity vs. Branding and perception of a brand by consumers ▪ Brand: the way consumers actually across all touchpoints perceive you ▪ Brand identity: the way your brand Objectives of brand communication: presents itself ▪ Brand awareness – increasing brand ▪ Branding: the way you want to be recognition and visibility perceived  ▪ Brand – your business’ promise, values, ▪ Information gathering and differentiators ▪ Evaluation solutions ▪ Branding – logos, fonts, colors, tagline, ▪ Purchase phase voice, and feel that communicate what the ▪ The post-purchase phase brand is ▪ Marketing – advertisements, messages, The influence of advertising on consumer materials, trade show booths, and such behavior: that promote purchases ▪ Brand awareness – describes how people perceive a brand based on its reputation, THE CONSUMERS values, and other factors ▪ Brand recognition – describes how people A consumer – is an individual or entity that recognize a band based on its visual purchases goods and services for personal use or elements and products consumption ▪ Persuasion and attitude formation Customer vs. consumer: Key stages of advertising planning: ▪ Customer – a person who purchases ▪ Define objectives goods and services from a business ▪ Conduct research ▪ Consumer – the end-user of the person ▪ Develop creative strategy who uses or consumes the products or ▪ Select media channels services ▪ Create advertising materials ▪ Execute and monitor Consumer behavior – encompasses a wide range ▪ Evaluate and optimize of factors that influence consumer decision- making Elements of an Ad Plan: ▪ Situation analysis Importance of consumer behavior: ▪ Creative plan ▪ Better marketing and communication ▪ Evaluation ▪ Better plan inventory ▪ Strategy statement ▪ Improve customer retention ▪ Promotion plan ▪ Increase sales ▪ Budget ▪ Increase customer loyalty ▪ Research competition STRATEGIC PLANNING Factors influencing consumer behavior: Strategic planning – a systematic process used by ▪ Situational factors organizations to set long-term goals and ▪ Social factors objectives, and then develop strategies to ▪ Personal factors achieve them ▪ Psychological factors Components of strategic planning: Five stages of buying behavior: ▪ Vision ▪ Problem recognition ▪ Mission  ▪ SWOT Analysis (strengths, weaknesses, opportunities, threats) ▪ Goals ▪ Strategies ▪ Ads ▪ Monitoring and evaluation Advertising campaign – coordinated series of marketing messages designed to achieve specific objectives Factors influencing advertising campaign planning: ▪ Media ▪ Competitors ▪ Language ▪ Consumers ▪ Product ▪ Advertising budget ▪ Advertising objectives ▪ Organization Planning an advertising campaign: ▪ Determine advertising budget or appropriation ▪ Develop media plan ▪ Create advertisement message ▪ Executes campaign ▪ Evaluate advertisement effectiveness ▪ End of the advertisement campaign