1, the difference between public relations advertising and general commodity advertising:
(1) What is public relations advertising?
(2) The difference from commodity advertisements: nine major differences.
Direct promotion
Indirect promotion
Marketing function
Sell products, do business, and make people "buy me"
Make friends, establish an image, and make people "love me"
Advertising purpose
Subjective, only good news.
Strong objectivity, good news and bad news.
Advertising characteristics
Customers and potential consumers
Public and public opinion
advertising goal
Wide range of media: all kinds of media can be used.
Newspapers, radio, television and other official news media
Select media
Short-term behavior, the pursuit of recent market effects.
Long-term behavior, the pursuit of long-term social impact
Advertising behavior
Strong commercial color
Social color, public color is stronger.
Advertising color
Public goods organization
Public organization products
Advertising mode
Products, technical services or publicity services
Information related to organizational image
Advertising content
Commercial product advertisement
Guan gong Gao guang
Chapter VIII Public Relations Advertising (2)
2, the role and characteristics of public relations advertising:
(1) role: a, shaping the image; B, strengthen the brand; C, reflecting the purpose; D, change ideas.
(2) Features:
First, the publicity content is extensive.
B public election focuses on systematicness.
C is indirect and potential in action effect.
3, the content and theme of public relations advertising:
(1) Contents:
What does this enterprise do? What are products and services? Who is the client?
What is D's biggest goal? What is E's experience and reputation? What is F's reputation, financial resources and staff quality?
(2) theme:
A reputation theme b public service theme c economic contribution theme
D employee relations theme e special activities theme f personnel theme
Chapter VIII Public Relations Advertising (3)
Second, the planning and production of public relations advertisements:
1, 8 types of public relations advertisements.
(1) Purpose-oriented (enterprise advertisement, strength advertisement): explain the business principles, policies and measures of the enterprise to the public in order to establish a good image among the public;
(2) Promotion type (concept advertisement): explain the enterprise purpose, business philosophy, values, principles and policies, traditional style, entrepreneurial spirit, etc. to the public. ;
(3) Etiquette type: there are two kinds of thanks and apologies;
(4) Service type: providing services;
(5) sponsorship: provide sponsorship;
(6) Activity types: including momentum advertisements, congratulations advertisements, completion, ribbon cutting, celebrations and festivals; (7) rights protection type;
(8) reverse type: by exposing your own shortcomings, retreat to advance.
2. Timing of public relations advertising: 5 kinds of timing.
(1) Cooperate with festivals, such as the Spring Festival; (2) Commemorating entrepreneurship; (3) work performance;
(4) innovative measures; (5) Important occasions, such as opening, renaming, crisis, etc.
Chapter VIII Public Relations Advertising (4)
3. Several means of making public relations advertisements: 7 means.
(1) Take advantage of facts: such as Xinfei environmental protection refrigerator.
(2) Take advantage of prestige: for example, shaped calcium, "eight doctors, twelve masters, hundreds of scientific research institutions …"
(3) Use fear: such as Starr Shu.
(4) Use rewards: For example, Pepsi won the prize.
(5) Use humor: underwear ads, such as Zhao Benshan.
(6) Use suspense: such as Wahaha orange juice.
(7) Emotional use: such as Diao brand washing powder.
4. Principles of doing well in public relations advertising: 3 principles.
(1) Pay attention to the communication surface and communication effect;
(2) Pay attention to the consistency of advertising theme and the innovation of content;
(3) Pay attention to the sociality, publicity, culture and ideology of advertisements.
Third, the skills and strategies of public relations advertising:
1, simplifying theme strategy
2. The application of social background strategy.
(1) Take advantage of major social events (98 flood control); (2) Use the focus of social attention (laid-off); (3) Making use of social news hotspots (elections).
3. Psychological strategy
(1) Using the principle of attention; (2) applying the principle of caring; (3) Apply the trust principle.
Market research: analysis of public relations advertisements
Look for a public relations advertisement in relevant newspapers, magazines or other newspapers.
And explain why this public relations advertisement is a public relations advertisement rather than a commodity advertisement.
And its content, theme and type.
Requirements: (1) PR advertisement to be found (original or copy)
Your analysis will be handed in by the study Committee next week.
Draw attention to
1, Thursday exam in the twentieth week, open-book exam form-write a course paper. Please bring your own stationery.
Subject scope:
(1) Create a personal image
(2) the shaping of city image
(3) the shaping of corporate image
2. Public relations advertisements and analysis notes should be submitted at the same time.
I hope my answer is useful to you.