Publicity

In: Miscellaneous

Submitted By gabyi
Words 106426
Pages 426
Introducere în publicitate

cursuri universitare

Dan Petre Mihaela Nicola

Introducere în publicitate

comunicare.ro

Ilustraþia copertei: Cristian Kit Paul, Brandient

Toate drepturile asupra acestei ediþii aparþin Editurii Comunicare.ro, 2004 SNSPA, Facultatea de Comunicare ºi Relaþii Publice „David Ogilvy“ Strada Povernei 6–8, Bucureºti Tel./fax: (021) 313 58 95 E-mail: difuzare@comunicare.ro www.editura.comunicare.ro

Descrierea CIP a Bibliotecii Naþionale a României PETRE, DAN Introducere în publicitate / Dan Petre, Mihaela Nicola. – Bucureºti: Comunicare.ro, 2004 Bibliogr. ISBN 973-711-004-8 I. Nicola, Mihaela 659.1

Cuprins

Notã introductivã / 7 Introducere: surse teoretice ºi delimitãri conceptuale / 9 Surse teoretice / 10 Delimitãri conceptuale. Definiþii. Distincþii faþã de domeniile înrudite / 18 Scurt istoric al publicitãþii / 25 Scurt istoric al publicitãþii la nivel internaþional / 25 Scurt istoric al publicitãþii în România / 34 Publicitatea ca proces de comunicare / 41 Funcþiile publicitãþii / 44 Tipuri de publicitate / 47 Rolul publicitãþii în activitatea de marketing / 52 Obiectivele campaniei de publicitate / 55 Canalele media utilizate în publicitate / 56 Agenþia de publicitate / 67 Agenþia de publicitate / 67 Scurt istoric / 68 Agenþia de publicitate modernã / 71 Cercetarea pentru publicitate / 87 Cercetarea exploratorie ºi de dezvoltare a campaniei (developmental research) / 93 Cercetarea confirmatorie de testare (confirmatory research sau advertising testing) / 100 Cercetarea evaluatorie (evaluative research) / 109 Strategia ºi planificarea în publicitate / 117 Comportamentul consumatorului / 118 Procesul de planificare strategicã. Rolul în desfãºurarea campaniei de publicitate / 124 Etapele procesului de planificare strategicã / 130

Creaþia în publicitate / 137 Procesul creaþiei publicitare: de la brief la produsul…...

Similar Documents

Comparative Publicity

...PUBLICITE COMPARATIVE La réglementation de la publicité comparative en France définie aux articles L. 121-8 et suivants du code de la consommation a subi depuis quelques années de nombreuses modifications : il est possible de distinguer plusieurs étapes très nettes de cette évolution de notre droit : • La situation avant la loi du 18 janvier 1992 (n°92-60) : • La publicité comparative était purement et simplement interdite : - un des premiers fondements juridiques invoqués par les tribunaux était l’article 1382 du code civil sanctionnant la concurrence déloyale pour dénigrement de la société concurrent - l’article 422, 2ème du code pénal était régulièrement invoqué pour sanctionner l’utilisation de la marque sans autorisation de son titulaire - l’article 4 de la loi Royer (article L.121-1 du code de la consommation) condamnant la publicité trompeuse était appliqué lorsque la comparaison n’était pas réalisé à partir de critères exacts. - L’article 7 de la directive du 10 septembre 1984 (n°84/450/CE) permettait aux Etats membres de ne pas autoriser la recours à la publicité comparative. • La situation de notre droit au lendemain de la loi de 1992 : • l’article 10 de la loi de 1992 a donné lieu à l’introduction des articles L.121-8 à L.121-14 dans le code de la consommation encadrant la mise en œuvre d’une campagne de publicité comparative sur le territoire français : cet article autorise la publicité comparative en droit français. • les conditions......

Words: 8517 - Pages: 35

Advertising

...Advertising and publicity are two very different communication tools, even though both employ the mass media as a vehicle for reaching large audiences. • Traditionally, most marketers placed heavy reliance on advertising and only occasionally used publicity. • On the other hand, public relations practitioners have primarily relied on publicity--or, as they sometimes prefer to call it, media relations--and only rarely used advertising. This does not mean that advertising should be seen only as a marketing tool and that publicity should be seen only as a public relations tool. Thoughtfully used, both tools are valuable for both functions. Advertising buys its way into the media. An advertiser purchases air time on a broadcast medium or page space in a print medium and then uses that media time/space to deliver whatever persuasive messages the advertiser chooses to the media's audiences. Presumably, a smart advertiser will purchase ad space in only those media whose audiences are known to be consistent with the target audiences the advertiser wants to reach. • Most often, advertising messages are inducements to purchase a product. • However, advertising space can be used for non-product oriented messages. o "Adver-torials," for instance, are advertising messages which take sides and present a specific view or opinion about public issues. o "Image ads" are those which provide favorable information about an organization and its policies that would not normally be......

Words: 1187 - Pages: 5

Privacy vs. Publicity

...realize it's not your business, but you start to wonder: is that really right of that group of people to make a situation like that public? The borderline of privacy and publicity seems to be unsteady with this new, rising age of electronics and technology. Science has taken the human race on an unimaginable journey through time and space. We can fly around the world in less than a day. And yet, this feat used to take months. The same could be said for the way we communicate with one another. Years ago, the most anxious part of the our day was to run out to the mailbox and see if the postal man had brought you a letter of response, be it family or friend. Now days, you can simply take a picture of a family event and upload it to Facebook, Twitter, or any other social networking site for that matter. You can even email it. Social media has not only transformed how we make contact with one another, but also how we view others and the lives they live. It has become a way of life, and the same could be said for cellphones. Nearly 80% of our world population uses a mobile phone. But where exactly do we draw the borderline between privacy and publicity? Let's first start with the subject of privacy, and then cross into the subject of publicity. What is the precise meaning of privacy? Privacy is the freedom from unauthorized intrusion, or seclusion. Every American is guaranteed this freedom as stated in......

Words: 1046 - Pages: 5

Marketing Negative Publicity

...MKT 506 – Integrated Marketing: Week 8 Discussion 1 Many companies have experienced the impact of negative publicity over the past few years as a result of product recalls, marketing blunders, etc. Give some example of some instances where companies experienced negative publicity and how they handled it. Evaluate their means of dealing with negative publicity. Many times corporate crises often result in negative publicity, threatening the image of the company. Spirit Airlines had some negative publicity recently. This negative publicity was regarding their customer service which they deemed to have a material adverse effect on business. In the past they have experienced a relatively high number of customer complaints related to, among other things, their customer service, reservations and ticketing systems and baggage handling. In particular, they generally experience a higher volume of complaints when they make changes to the unbundling policies, such as charging for baggage. This irritates customers and they complain. Thier reputation and business could be materially adversely affected if we fail to meet customers’ expectations with respect to customer service or if they are perceived by our customers to provide poor customer service. They did a horrible job when they tried to handly it. Spirit launched a Congress-facing grassroots campaign based on a shameful lie as stated on its website: “Spirit must now HIDE the government's taxes and fees in your fares.” The......

Words: 742 - Pages: 3

How Do Businesses Deal with Bad Publicity?

...How do businesses deal with bad publicity? Companies and brands work tirelessly to build a strong image and protect the reputation of what that entity represents. Even the most guarded company and/or brand can make mistakes that lead to bad press. Something unexpected has happened and an organization is involved. The media has shown up on one’s doorstep looking for an answer, a response, some sort of comment. Is everyone’s organization ready to deal with bad publicity? Ethical conduct in business and government is one preventive measure that reduces bad publicity. Anyone who lies creates false records, or who knowingly uses defective materials is creating a potential disaster. The best defense against this type of disaster is to follow ethical standards of behavior. Depending on the nature of a business and the number of people it employs, the organization could face an unexpected public relations crisis such as: 1. An unpopular policy needing to be quickly reversed 2. An unsatisfied customer complaining to the media 3. A disgruntled former employee revealing trade secrets and other inner workings of an organization. 4. A company experiencing a service interruption or blackout that angers thousands of users 5. A human rights complaint being filed against an organization or an employee of that organization. 6. A lawsuit 7. An employee being arrested and charged with a serious crime The first thing one need to do once they realize that......

Words: 681 - Pages: 3

Integrated Marketing Communications

...marketing communications mix to assess the potential contribution each tactic can make towards achieving the marketing goals of the company. This paper analyzes the integrated marketing communications (IMC) tactics used most intensively by Apple and highlights why they have been so effective. The marketing communications mix includes seven tactics - advertising, personal selling, sales promotion, public relations (or publicity), direct marketing, electronic and Internet marketing, and branding. This paper considers the way in which Apple uses advertising, publicity as well as electronic and Internet marketing to achieve its marketing goals. These communication formats allow the Apple to project its unconventional, innovative products and corporate culture in a creative cost effective manner. The paper divides into four sections. The first section examines how advertising is used by Apple, focusing particularly on television advertising. The second section analyzes how publicity is used by Apple, particularly with regard to its pre-launch product publicity events. The third section analyzes how as electronic and Internet marketing is used by Apple as part of its IMCs. Finally, a fourth section summarizes the major conclusions of the paper. Advertising Advertising is usually the cornerstone for the IMC strategy of a company. It is a mass communications tool, allowing wide reach and high frequency in an entertaining, cost effective manner (Ogden & Ogden,......

Words: 1419 - Pages: 6

Consumer Behavior Trends

...massive publicity through consumer feedback. With new technologies being introduced every day, the increasing availability of the internet, and the abundance of “smart” devices, accessibility to information is endless and consumers are eager to share what they experience. (SOURCE) For years, advertising and publicity was fairly simple to obtain. However, with all of the changes and advances in networking and technology, new advertising opportunities are presenting themselves while, at the same time, providing major influence in the purchasing decision of consumers. (SOURCE) The increases in access to technology means that consumers are no longer constrained to certain sources or specific locations while pursuing needed items. No single source is driving the purchasing decision but, rather, multiple sources, leading to an empowered customer purchase. (SOURCE) These sources include owned, paid, and earned media. In marketing there are three terms for the different forms of publicity – paid, owned, and earned. Paid publicity is just that, it is the airtime, billboard space, and pay-per-click ads that a firm spends their money to produce and distribute. Owned publicity is similar to bought publicity, the firm does have to put money, time, and resources into creating these advertisements but the firm has nearly complete control over this form of media. Owned advertisements include Facebook and Twitter accounts and posts, microsites, and blogs. Paid and owned publicity can......

Words: 4468 - Pages: 18

Advantages of Publicit

...The Advantages of Publicity Publicity is a way to get your company in front of potential customers. Unlike marketing, which can come across as a sales pitch, publicity often carries the authority of an independent voice. Proper use of publicity can result in higher sales, as your company and products are exposed to a wider net of customers. While publicity cannot always be directly controlled, strategies to garner publicity often prove beneficial to corporate growth. Cost * Publicity and marketing are often used interchangeably to describe a company's promotional activity, but there are significant differences. Whereas companies generate their own marketing materials, publicity is granted by outside sources, such as the media. One of the biggest advantages of publicity is that it is usually free. A marketing staff and promotional activities can cost a company a significant amount of money. However, publicity -- ranging from unsolicited newspaper reviews to social media word-of-mouth -- typically costs nothing. Credibility [The quality of being believable or worthy of trust] * Consumers expect a certain level of bias or exaggeration in the commercials or advertisements a company produces about its products. However, third-party sources, such as magazine articles or online reviews, are often considered less biased. This is particularly true with reputable sources, such as longstanding publication houses or well-regarded professional reviewers. As opposed to......

Words: 1451 - Pages: 6

Good Deed to Get Publicity

...Luis Cruz Jr 3 November 2014 Good Deed to Get Publicity Publicity is a very important issue for Law enforcement. Currently, people are doing good deeds to get publicity so, they can became famous over the internet. In this picture of a homeless guy in Times Square New York, shows a homeless man with a police officer right next to him. By the police officer doing this deed, makes the law enforcement look better. Also for the police officer, people label him as a hero and not a person just trying to look good in the eyes of the public. In this visual it shows a cop doing a good deed to get publicity. In the picture the homeless man is wearing raggedy clothes because his pants are all ripped up at the bottom. It is winter time because he has a winter coat on and so does the police officer. People that are unhoused usually only have one pair of clothing and it’s the one they are wearing also, don’t have many possessions because everything that they have travels with them. Usually homeless people carry everything they own in a book bag or a shopping cart. In the picture a pair of boots is next to the homeless man and the police officer is kneeling down next to him. The officer is looking right at him with his hands in front of the homeless man, showing the man that he won’t hurt him. The officer knew that the homeless man was walking bare foot around Times Square and bought him a pair of all-weather boots and thermal socks. The homeless man’s feet were all......

Words: 1232 - Pages: 5

Publicity

...Amber Turner CMM 404 November 13, 2015 Dr. Morrison Publicity What is Publicity? Well publicity is the Art of Attracting free public exposure making one’s self visible to the public eye now this may be a newspaper article mention in a magazine on radio or television interview or item it’s all free exposure none paid visibility that can illustrate a positive or negative image to the “general public”. Now I’m sure your saying to your self-publicity sounds a lot like advertising, and you’re wondering, what’s the difference between Advertising and publicity? Advertising is the activity of attracting public attention to a product or business or “a band”, as by paid announcements in the form of print, broadcast, or electronic media such as the internet, what can Publicity do for you? To really hit the nail on the head I would say Publicity provides important visibility. An article in newspaper or a story on radio or television will attract public attention and stimulate public interest and create awareness and build creditability for the cause you’re promoting, then you and your organization can profit from this most important visibility Why attract publicity? One of the main reasons P.R professionals seek publicity and not advertising the significant word here is Creditability, publicity is regarded as more credible then advertising; to attract positive publicity requires establishing a good working relationship with the media. This is of......

Words: 420 - Pages: 2

Bus 300 Wk 4 Assignment 1

...the organization and describe what its mission and purpose. 2. Explain in detail the facts of the event that generated the negative publicity and why this situation would create negative publicity. 3. Create the specific goals your campaign will try to achieve, and justify why you chose these goals. More Details hidden... 1. Activity mode aims to provide quality study notes and tutorials to the students of BUS 300 WK 4 Assignment 1 in order to ace their studies. BUS 300 WK 4 ASSIGNMENT 1 To purchase this visit here: http://www.activitymode.com/product/bus-300-wk-4-assignment-1/ Contact us at: SUPPORT@ACTIVITYMODE.COM BUS 300 WK 4 ASSIGNMENT 1 BUS 300 WK 4 Assignment 1 - Developing a Public Relations Plan, Part 1 Research a nonprofit organization that has faced a public relations crisis within the past few years. Imagine that you were employed at this nonprofit at the time of the crisis and were tasked by the Board of Directors to develop a public relations plan to persuade the public that the facts of the matter are not as bad as what has been reported in the media. Write a 4-5 page paper in which you: 1. State the name of the organization and describe what its mission and purpose. 2. Explain in detail the facts of the event that generated the negative publicity and why this situation would create negative publicity. 3. Create the specific goals your campaign will try to achieve, and justify why you chose these goals. More Details......

Words: 1237 - Pages: 5

Paper

...infringement of several individual property rights (right to privacy, under Section 3344 of the California Civil Code*, right of publicity, and trademark infringement), claiming she did not consent to the ads and was not paid for it. But the district court granted summary judgment against White. White appeals. (*Any person who knowingly uses another's name, voice, signature, photograph, or likeness, in any manner, on or in products, merchandise, or goods, or for purposes of advertising or selling, or soliciting purchases of, products, merchandise, goods or services, without such person's prior consent, or, in the case of a minor, the prior consent of his parent or legal guardian, shall be liable for any damages sustained by the person or persons injured as a result thereof.) Legal Question: Is the Samsung ad without using White’s name or likeness an infringement of her common law right of publicity? (Is the appropriation of a person’s identity without consent an invasion of the right to privacy?) Yes. In Eastwood v. Superior Court, 1983 (a newspaper published a false article about a love triangle involving a well-known actor and made telecast advertisements in which it featured his name, photograph, and mentioned prominently the subject of the article), the California court of appeals stated that the common law right of publicity cause of action may be pleaded by alleging: (1) Defendant’s use of Plaintiff’s identity; (2) the......

Words: 936 - Pages: 4

Encana Wacc

...of return is greater than its cost of capital. Cost of Capital Before calculating the cost of capital I'll calculate cost of equity and cost of dept and capital structure for ENCANA: 1 Cost of Debt: ENCANA cost of debt included cost on short term debt , long term debt and publicity traded interest amount 1.1 Short term Debt: Short term obligations (Ex.1) = $ 1425 million Interest Rate (Ex.1) = 3.52% Total amount for short term debt interest = 1425 × 3.52% = 50.16 million 1.2 Long term Debt: Other long term liabilities (Ex.1) = $1278 Interest rate (Prime rate charged) = 5.25% Total amount for long term debt interest = 1278 × 5.25% = 67.095 million 1.3 Publicity traded: Publicity traded interest = total interest - (short term debt interest amount + long term debt interest amount) Publicity traded interest = 524 - ( 50.16 + 67.095) = 406.75 million Interest rate on publicity traded = Publicity traded interest ÷ L.T debt on publicity traded Interest rate on publicity traded = 406.75 ÷ 5351 = 7.6% Cost on debt = Weight of long term debt × Rate of interest on L.T debt + Weight of short term debt × Rate of interest on S.T debt + Weight of publicity traded × rate of interest on publicity traded = 1278/8054* × 5.25 + 1425/8054 × 3.52 + 5351/8054 × 7.60 = 0.833 + 0.622 + 5.049 = 6.5% *The amount $8054 is total amount of debt given in Exhibit 3 1.4 Determining Tax rate: Tax rate for ENCANA can be determined as follow: Tax Rate= T= Net earnings before......

Words: 791 - Pages: 4

Ellen Degeneres Sues Clean Clothes for Misappropriation and Right of Publicity for the Use of a Look-Alike Model for the Slacks Advertisement. Clean Clothes Countersues for Product Disparagement. Joseph A. Bank (Josb)

...permission. The law that Ellen is presented in the court is misappropriation and right of publicity against the Clean Clothes Company. The Clean Clothes Company is countersuing Ellen DeGeneres for product disparagement. While Joseph A. Banks, is suing Ellen DeGeneres for the reduction of sales on clothes because of an unsolicited comment on her show. And the law of the right of publicity means Right of publicity means the right of an individual to control any commercial use of his/her name, image, or some other aspects of one's identity. In the U.S., it is a state law-based right. In the U.S., right of publicity is enforced through state law. The recognition of the right varies from state to state. Some states have clearly provided this right by way of statute. States which do not have specific legislation relating to the right to publicity recognize the right by way of common law. It is generally considered a property right rather than a personal right. So the right of publicity is descendible to the person's heirs after their death. The Right of Publicity is a rapidly-evolving right with great increase in reported cases in the United States and worldwide. The right of publicity is also termed as publicity rights or personality rights. The following is an example of a state statute (Indiana) defining the right of publicity. Burns Ind. Code Ann. § 32-36-1-7. Right of publicity. "Right of publicity" means a personality's property interest in the personalities: (1)......

Words: 315 - Pages: 2

Publicity

...BIAYA MODAL. Pengertian Biaya Modal. Biaya modal (coc) merupakan biaya yang harus dikeluarkan atau dibayar oleh perusahaan untuk mendapatkan modal yang diguna-kan untuk investasi perusahaan. Modal : 1. Hutang Obligasi. 2. Saham Preferen. 3. Saham Biasa. 4. Laba ditahan. Konsep biaya modal penting dalam pembelanjaan perusahaan, karena dapat dipakai untuk menentukan besarnya biaya yang secara riil harus ditanggung oleh perusahan untuk memperoleh modal dari berbagai sumber. Konsep perhitungan biaya modal dapat dilakukan dengan menggunakan konsep rata-rata tertimbang (wacc) dari keseluru-han modal yang digunakan didalam perusahaan. WACC sifatnya “explicit”, sama dengan “discount rate” yang dapat menjadikan PV dari modal neto yang diterima perusahaan sama dengan PV dari semua biaya yang harus dibayarkan karena penggunaan modal tersebut. Biaya yang harus dibayar : 1. Pembayaran Bunga. 2. Pembayaran dividen. 3. Pembayaran angsuran pokok pinjaman atau “principal”. Biaya modal dapat diukur dengan “rate of return” minimum dari investasi baru yang dikeluarkan perusahaan, dengan asumsi bahwa tingkat risiko dari investasi baru sama dengan risiko dari aktiva yang dimiliki saat ini. BIAYA MODAL SECARA INDIVIDUAL. Biaya Modal dari Hutang Perniagaan. Biaya modal ini bersifat explicit, karena perusahaan gagal mem-bayar pada tepat waktu, sehingga kehilangan kesempatan untuk mendapatkan discount. Cash Discount Cod = x 100% ...

Words: 1588 - Pages: 7