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The Rise of Advertising and the Rise of PR: The Future of Advertising (with a little help from PR)

The Rise of Advertising and the Rise of PR: The Future of Advertising (with a little help from PR). IABC International Conference Washington D.C. June 27 2005 Clarke L. Caywood, Ph.D. Integrated Marketing Communications, Medill School Northwestern University

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The Rise of Advertising and the Rise of PR: The Future of Advertising (with a little help from PR)

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  1. The Rise of Advertising and the Rise of PR: The Future of Advertising (with a little help from PR) IABC International Conference Washington D.C. June 27 2005 Clarke L. Caywood, Ph.D.Integrated Marketing Communications, Medill School Northwestern University Talk posted to: www.medill.northwestern.edu/faculty/caywood

  2. With an IMC approach we celebrate our relationships with Direct marketing Promotions Sales and Advertising However, what can PR preserve and protect to avoid the crisis management model?

  3. What ads or marketing messages have offended you and/or damaged your corporate brand lately? • www.ifilm.com current videos clip of the day • www.visit4info.com 20,000 ads

  4. Roll film….

  5. “What were they thinking…?” • Gratuitous sex – Paris Hilton Carl Jr. www.ifilm.com • Gratuitous violence – Shooting your husband in his new car www.visit4info.com • Insulting your customer – can’t see, racist and a bit goofy

  6. “What were they thinking..2?” • Threatening your customer – consult us or eat dog food! • Sophomoric Humor – mud wrestling beer drinkers and now sound laugh tracks • Bad imitations of movie scenes and animal abuse • Negatively stereo-type - What do Wisconsin farmer’s sound like on radio?

  7. “What were they thinking…?” • Repeating the mistakes of history – celebrating the Titanic’s sinking – if only they had Comsat • Alienating the elderly – old men are lecherous and old women are stupid

  8. Research • Unintended Messages to Unintended Audiences: the advertising Veep “no we didn’t intend that…” • Langhrer and Caywood • Visible Risk Industries - food; targeting children, elderly, race, sexes; environment; pharmaceuticals, sin products… • Caywood • New methods, Panels, Blogs and Images - Caywood and Hammond

  9. Classic Cases of Unintended Messages • PowerMeister Beer - Heilman • Promotions: Grinning Black Man with gold tooth art -Toyota • “Woman can’t play football.” • Former NU football coach at CU-Boulder • “Does this dress make me look fat?” “Huh?, oh I suppose so………………….” -Everyman • Gratuitous violence and sex totally unrelated to the product or service. - Everyagency

  10. “Non-Statistical Brand Message Management” • Directional Management where one ad and even one member of the audience can spell trouble • Unintended message for an unintended audience • The trouble with mass media • Audiences are not geographic • Global lessons for local messages

  11. Message Management not just creation • Is the message integrated and intelligently consistent - The Hill and Milwaukee • Has the message been tested for • Sales and desired outcomes • Alienation of Affection – share of heart • Unintended consequences • Tracking of message impact with new media metrics (Biz360, PRtrak, Multivision, Cymphony, etc.)

  12. Brands • The brand belongs to and is defined by the stakeholder’s and customer’s relationship with the product/service and organization. • Advertising manages the product and service brands from the SBU’s

  13. Brands • Public Relations manages the corporate brand • Where the name of the organization is the name of the product or service both must manage the brand.

  14. Can we strategically anticipate the ads that get our brands into trouble? Sure… • Issues management • Pre-crisis management • Risk Analysis • TOWS not SWOT Analysis • Broad reading and scanning of changing cultures and a sense of history for political correctness • New tools for message management testing.

  15. Tool 1: Deliberately Biased Panel • Negative Focus Group or Consumer Panel • Convenience sample of articulate people representing a point of view • Screen for street smarts on issue and community • Request non-disclosure but establish sense of cooperation • Remember risk of leakage

  16. Tool 2: Blog Watchers from DevLab at Northwestern Univ. • Continuously running panel biased (from negative to positive) stakeholders • Anime and the Internet • Tap into extreme blogs (at the positive and at the negative ends of the issue) • Choose concepts, words for tracking • Highly visual and impact

  17. DevLab Blog Watcher Negative Issues Positive 1 and 2 GMOs 1 and 2

  18. Tool 3:

  19. Tool 3: Testing your CEO’s speech… • Semiotics • Signs and symbols • Words • Google Image Search • Devlab Technology Imagination • 8 monitors • Constantly searching for images that represent the words spoken • Did you really want people to think about that?

  20. DevLab Imagination

  21. Recommendations: • Form integrated communication strategy and tactics with an IMC team • Build case studies in your industry of messages gone awry • Establish a crisis management process for message management

  22. Recommendations • Consider using new tools • “deliberately biased panel • Blog Watching Model • New Media Metric tracking tools • Imagination Testing for Speeches and other messages • Form a lasting and integrated relationship with advertising to protect and preserve the corporate and product brands

  23. Contact • Clarke L. Caywood, Ph.D. • c-caywood@northwestern.edu • www.medill.northwestern.edu/faculty/caywood • www.medill.northwestern.edu/imc • www.medill.northwestern.edu/jimc

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