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The role of technology in advertisement and PR

The role of technology in advertisement and PR. Media, Technology and Culture Spring term 2010 Paola Sartoretto. Advertising and PR. Organizations need to interact with their publics The interaction between organization-publics is a mediated process.

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The role of technology in advertisement and PR

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  1. The role of technology in advertisement and PR Media, Technology and Culture Spring term 2010 Paola Sartoretto

  2. Advertising and PR • Organizations need to interact with their publics • The interaction between organization-publics is a mediated process

  3. Organization-Publics relationship – key factors • Knowledge of who the public is • Knowledge of what the public wants • Knowledge of the right channels to reach the public

  4. The role of the ICTs 1)Help organizations to know their publics • Market research • CRM technologies

  5. The role of the ICTs 2) Help organizations to interact with the public • Relationship networks • Communication tools

  6. Role of technology 3) Help organizations to reach out to the public • Media • New media

  7. The ideal situation...

  8. Problems with this scenario Organizations’ needs vs. Consumers’ rights • How do companies gather information about us? • How do they use this information? • With whom they share this information? • How are we targeted?

  9. Areas of concern for consumers • Transparency • Security • Liability

  10. Level of privacy concern Allan Westin for Harris Poll – Data collected from 1990’s in the US

  11. MARKET RESEARCH INTERNET DATA GATHERING NEUROMARKETING

  12. Neuromarketing • Role of emotions on decision making • Methods of triggering these emotions • Build trust and brand loyalty • Measure likes and dislikes

  13. Neuromarketing – Areas of concern • Pathology finding 1-2%, with whom this might be shared? • Sensitive reactions

  14. Areas of public concern • Acess to data: more power to control the flow of information – less concern. • Use of data: more knowledge about how data is used – less concern.

  15. PR – Image management • New media – more access to content production – more voices – more vulnerability • Two-way symmetrical communication – less persuasion

  16. Prosuming • Consumer reviews vs. Advertising • Consumer trust becomes more volatile – more threats to organizational image

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