Comm 270 Exam 3
Public relations refers to the total communication strategy conducted by a person, government, or an organization attempting to reach and persuade an audience to adopt a point of view.
The goal of IMC is to blend or integrate historically different ways of communicating to an organization’s audiences and markets. IMC brings together branded entertainment, direct marketing and relationship marketing.
Crisis communications/Crisis management refers to the range of activities that helps a company respond to its business partners, the general public or the government in the event of an unforeseen disaster affecting its image or product.
Ambient advertising is the phenomenon whereby advertising appears in our real and mediated environments in increasingly nontraditional ways/settings.
Unique Selling Proposition
A unique selling proposition is the term for highlighting the aspect of a product that sets it apart from other brands in the same market.
Parity products – most brands of a given product category are essentially the same.
Paid media refers to ad space on social networks that was purchased by a company and displayed in your feed or on the margins of the website
Earned media refers to ads that are shared or promoted by Facebook users within their social network.
Permission marketing refers to the rethinking of the relationship between advertiser and consumer, on in which they act like partners, sharing information for mutual benefit.
Prosumers are proactive consumers who reject most traditional advertising and use multiple sources not only to research a product but to negotiate price and other benefits.
Greenwashing is the practice of spending more time and money claiming to be “green” through advertising efforts than actually being green, sustainable, or environmentally conscious.
Consumer culture: is a culture in which personal worth and identity reside not in ourselves but in the products which we surround ourselves.
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