Category Archives: advertising

The Promotional Mix

By: NinaMaria Badalementi

For this months blog I’m going to take a step outside of Public Relations and look at the big picture of promotions. I will be covering the four traditional components of the promotional mix.

Advertising

This component contains all mass media, such as TV, radio, magazines, newspaper, and internet sources. Using these mediums as a way to get the word out on a product, service, or company is vital for this time period. The above examples of mass media are called mediums; the specific source you use is known as the vehicle. For example, magazines are a medium but Life Magazine is a vehicle. You want to make sure you use the correct vehicle to reach your specific target market.

Sales Promotion

This is a tool used as direct inducements to encourage a particular response on part of the prospective buyer. Sales promotion consists of things like free samples, discount coupons, and contests. This gives consumers an incentive to buy your product and create more interest for it.

Personal Selling

Personal selling is a very interpersonal, direct method of marketing. It is an interactive persuasive process designed to encourage action on part of the prospective buyer. This outlet is especially useful because the message can be adapted according to your audience. An example of this would be a basic sales pitch.

ipad guy

Source: bepacedu.com

Public Relations/Publicity

Public relations is the non-personal form communication designed to influence attitudes and opinions of various groups of stakeholders. The tactics of this component are to generate positive publicity or to overcome negative publicity. Public relations has much to do with branding and the way a brand is perceived.

Now that you know the four traditional components of promotion, and have a better idea of the overlap between marketing and public relations you can put the PRO in promotions!

NinaMaria is a senior double majoring in Communication and Electronic Media and minoring in Marketing. She is serving her first year on the EMU PRSSA E-Board as Vice President of External Relations. She hopes to find a career in Media that combines her interest in broadcasting and her passion for people. She also hopes to work in a big city one day. Contact NinaMaria through her email nbadalam@emich.edu.
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Stand out and make a statement

By: Nikki Mikolon

Super Bowl LI was memorable to say the least. Not only did the New England Patriots come back from an over 20 point deficit, with unbelievable calls and winning in overtime, but Super Bowl LI occurred just after our new president has taken office. With protests and marches occurring all over the nation and the world, people are riled up about some serious issues on gender and race. Who would have known that after 50 years since our ancestors fought for civil and equal rights that we would still be fighting? There are mixed emotions throughout the country about the new leader. The Super Bowl is one of the most viewed programs on television. This is widely known in the advertising world and of course consumers have taken notice of this, with the greatly anticipated Super Bowl commercials.

The halftime performance is another big part of the Super Bowl that even catches the eye of those who could care less about the game. Needless to say with all eyes on the ball, the advertisers and performers have the ability to make a statement that will be known to all whether they watch the game or not. This year, we saw some commercials by companies that took advantage of the spotlight to make a statement that could be seen as slightly political, but also solidifies their brand image. Audi had a wonderful commercial called “Daughters.” The commercial showed a young girl in a cart race against other boys. Her father is the narrator in the commercial saying things like, “Will she receive equal pay? Will she be valued as much as her male counterparts? How can he, as a father, tell her about the world? What can she expect?” In the end, the daughter wins the race and the dad thinks that one day he may not have to tell his daughter things like this. Audi announced they were “committed to equal pay and equal work for all.”

Lady Gaga was this year’s Super Bowl performer, and was applauded after her performance for not making it political. Little did many realize, Gaga was making a stance whether they noticed or not. The show was innovative and fresh, with drones that lit up the sky as Gaga stood above NRG Stadium. Gaga did not make a huge impression or noticeable stance that was rumored to have occurred last year during Beyoncé’s performance. Gaga put on a great show while still making a stance when she sang her iconic song “Born This Way,” the unspoken LGBTQ anthem. An applause should be given to Gaga for keeping the show light with a memorable performance!

Nikki Mikolon is a senior majoring in public relations and minoring in marketing. As a Detroit native, she hopes to spend her beginning years working for the city and being a part of its renaissance. Connect with Nikki on Twitter @nikkimikolon.

5 creative advertising trends from 2016 that PR professionals can use

By: Abby Cousineau

abbys-pic

Source: Adweek

No one ever said we couldn’t use this year’s advertising trends to get noticed!

The end of the year is fast approaching and with it comes a massive number of “best of the year” lists. All around us people are reflecting on the successes and pitfalls of the last year, and aside from these lists being entertaining, you can also learn something valuable from them as well.

I have been seeing a lot of reminiscent lists popping up all over the internet and one in particular caught my eye. Adweek published an article titled, “The Year in Creativity: 20 Trends That Drove Some of 2016’s Best Marketing.” The title speaks for itself, and you should give it a read, as it is interesting (at least I think so) and filled with tons of links to video examples. We all know that keeping up with trends is essential to the success of public relations work, so I pulled the ones from this list that I feel are applicable to the PR industry.

It is interesting to think about how these creative advertising trends could potentially be involved in a PR campaign. When I read this list, I thought about how these themes could be interpreted on social media, through events, in press releases, and even for branding strategies.

  1. Post its.

Post-it notes were in the limelight this year. On a tour of Campbell Ewald this semester, I noticed a giant, wall-to-ceiling gnome made entirely out of post-it notes, created to impress one of their clients, Expedia. Additionally, a noteworthy post-it note appearance was “Subway Therapy,” a post-election art project in a New York Subway.

  1. Clever packaging.

Great packaging is something everyone can appreciate and we saw a lot of it this year—especially in the realm of soda and beer cans. Bud Light expanded its line of NFL cans, Orangina made an upside-down can that mixes up pulp when flipped to open, and Saltwater Brewery created a six-pack ring that is totally edible to sea life.

  1. Fine art.

Art was embraced in 2016 like never before. Multiple ads and marketing strategies revolved around incorporating, and in some cases promoting fine art. One example was J. Walter Thompson Amsterdam’s “The Next Rembrandt,” “which had a computer study the master’s works and make a completely new painting in his style.”

  1. Live ads.

With products like Facebook Live and Periscope becoming ever more popular, brands have embraced live streaming, producing some highly designed live commercials. The British supermarket Waitrose set up cameras on its partner farms and broadcasted live for an entire week. Although the material they shot may have consisted of “delightfully boring farm videos,” they ended up making TV spots and print ads from the footage.

  1. Square and vertical video.

Thanks to mobile apps like Instagram and Snapchat, square and vertical video broke through for good. Instagram in particular has inspired a bunch of “square creative,” one of the best Instagram campaigns of the year involved the fast food giant Sonic creating square shakes— “inspired by Instagram and available for purchase through the app.”

These are just a few of the 20 creative trends listed in the Adweek article. What other themes have you noticed this year?

Abby Cousineau is a junior at EMU majoring in public relations and minoring in graphic design and marketing. Abby is currently serving her first year on EMU PRSSA E-board as Social Media Director. She was drawn to social media because it allows her to merge her passions of writing and design. You can usually find her outside any time the weather is nice, or exploring the Ann Arbor restaurant scene. Connect with Abby on Instagram @abcattt.