Q.7. Define ‘Advertising’? What are the principles of successful advertising? Discuss the latest trends in advertising being practiced in our society? (20)
Q.8. What is the purpose and scope of Public Relation in any organization? Describe the major responsibilities of a Public Relation Officer? (20)
Advertising is a paid communication through medium in which the sponsor is identified and the message is controlled. Variations include publicity, public relations, product placement, sponsorship, underwriting, and sales.
Most advertising tries to persuade or influence consumer to do. Something though in some cases it is merely to make consumers aware of product or company.Message is conveyed through different types of media.Advertising makes message reach large audience of potential consumers. Advertising is a form of mass communication therefore it is non- personal.
- successful marketing/advertising campaign:
Not every business qualifies for mass media advertising like TV, radio or major city newspapers because their market segment does not make that a worthwhile expenditure. For example, a business that specializes in a small segment of the population and only has one location in a large Metro market would find usually find it cost-prohibitive to advertise heavily on TV or in newspaper display ads. This would especially apply to a business with a small mark-up on their products or one that has many competitors within that market area. A better choice might be on-site promotion or direct mail to select customers.
- Developing Advertising Plan
1.Determine who and where your most likely customers are.
2. Determine the best ways to get your message to your prospects.
3. Determine the most economical ways to transmit that message.
4. Create effective materials for the medium or media that you intend to use.
5. Evaluate the effectiveness of your advertising
- PR tools/duties of a pr officer in organization
Public Relation could be defined as, 'It is a deliberate, sustained and planned effort to establish and maintain mutual understanding between organization and its pubic'.
Public relations and publicity are not synonymous but many PR
campaigns include provisions for publicity. Publicity is the spreading of information to gain public awareness for a product, person, service, cause or organization, and can be seen as a result of effective PR
Public relation officer can have a strong impact on public awareness at a much lower cost than advertising. The company does not pay for the space or time in the media. Rather it pays for a staff to develop and circulate information and to manage events. If the company develops an interesting story, it could be picked up by several different media, having the same effect as it is.
Public relation officer have professional use of several tools. Major roles are Officer find or create favourable news about the company and its products or people. Sometime news stories occur naturally, and some times its products or peoples relation person can suggest events or activities that would create news.
Public Relations or (PR
) Officers use all forms of media to promote, build and maintain an organisation's image and reputation. Reputation and image are based on what an organisation does, what an organization says and what others say about it. PR
aims to manage reputation in order to gain understanding and support, and to influence opinion and behaviour.
officers can work for voluntary organisations, public bodies and businesses any organisation that has a reputation to manage. PR
officers can work in an organisation's in-house public relations department or in a consultancy where they serve a number of clients. Public relations overlaps with other fields including corporate communications, public affairs, investor relations, or media relations so PR
officers may be known by various other job titles depending on the employer.
analysing problems and opportunities; defining goals; recommending and planning activities and measuring results; liaising with management and clients throughout.
since public relations often involves trying to reach large groups of people, the method most often used is the printed word. PR
officers work on shareholder reports, annual reports, press releases, articles and features, speeches, booklets, newsletters.
developing and maintaining a good working contact with the media. This involves applying knowledge of how local and national papers, magazines, radio and television work as well as the special interests of journalists.
developing and maintaining an organisation's identity via corporate advertising, presenting the company's name and reputation rather than its products.
communicating effectively with individuals and groups at events ranging from small meetings to presentations, speeches, trade fairs, and other special events.
brochures, reports, film and multi-media programmes are important means of communication. PR
officers also coordinate studio or location photography.
news conferences, exhibitions, facility celebrations, open days, competitions and award programmes are all used to gain the attention of specific groups. PR
officers are often called on to plan and execute large events for their companies or clients.
the first activity undertaken by a public relations practitioner is usually analysis and fact gathering. A PR
programme should be evaluated as a continuing process and measurement is used to decide future strategy.