Transcript Document

CM202
Unit 6
Public Relations and Advertising
SA
Public Relations Services
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Community relations
Counseling
Fund raising
Employees
Financial
Government
Industry
Issues
Media
Marketing
Minority
Public affairs
Special interests
Research
Advertising – Positives
Supports economy
Introduces new products
Provides information for decision
making
Democratic way
Improves standard of living
Advertising - Negative
Intrusive
Deceptive
Exploits children
Corrupts culture
VALS: (consumer indicators)
• Actualizers – thinkers, resist manipulation
• Fulfilleds – respect authority, serious,
conservative
• Believers – traditional, ignore flash + style
• Achievers – success seeker, work hard to
pay for symbols
• Strivers – want to simplify, want direct
approach in ads
• Experiencers – trendy, demanding, self
centered
• Makers – self sufficient, hard working
• Strugglers – cautious, suspicious, limited
money
Are most commercials
pufferies (small lies to
enhance the message)
or lies?
If we didn’t have
advertising, how would
we find out about new
products and ideas?