Transcript The role of technology in advertisement and PR


Organizations need to interact with their
publics

The interaction between organizationpublics is a mediated process
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Knowledge of who the public is
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Knowledge of what the public wants
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Knowledge of the right channels to
reach the public
1)Help organizations to know their publics

Market research

CRM technologies
2) Help organizations to interact with the
public
 Relationship networks
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Communication tools
3) Help organizations to reach out to the
public
 Media
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New media
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?

Transparency
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Security

Liability
Privacy concern
10%
26%
64%
Allan Westin for Harris Poll – Data collected from 1990’s in the US
High/Fundame
ntalist
Medium/Prag
matist
Low/Unconcer
ned
MARKET RESEARCH
INTERNET DATA GATHERING
NEUROMARKETING
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Role of emotions on decision making
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Methods of triggering these emotions
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Build trust and brand loyalty
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Measure likes and dislikes
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Pathology finding 1-2%, with whom this
might be shared?
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Sensitive reactions
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Acess to data: more power to control
the flow of information – less concern.
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Use of data: more knowledge about
how data is used – less concern.

New media – more access to content
production – more voices – more
vulnerability

Two-way symmetrical communication –
less persuasion
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Consumer reviews vs. Advertising
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Consumer trust becomes more volatile –
more threats to organizational image