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Boundless Lecture Slides

Boundless empowers educators with affordable, customizable textbooks and intuitive teaching tools through the Boundless Teaching Platform. Customize textbooks in over 20 subjects, assign readings and assessments, monitor student activity, and access pre-made teaching resources. Free to share, print, make copies, and make changes.

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Boundless Lecture Slides

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  1. Boundless Lecture Slides Available on the Boundless Teaching Platform Free to share, print, make copies and changes. Get yours at www.boundless.com

  2. Using Boundless Presentations Boundless Teaching Platform Boundless empowers educators to engage their students with affordable, customizable textbooks and intuitive teaching tools. The free Boundless Teaching Platform gives educators the ability to customize textbooks in more than 20 subjects that align to hundreds of popular titles. Get started by using high quality Boundless books, or make switching to our platform easier by building from Boundless content pre-organized to match the assigned textbook. This platform gives educators the tools they need to assign readings and assessments, monitor student activity, and lead their classes with pre-made teaching resources. Get started now at: • The Appendix The appendix is for you to use to add depth and breadth to your lectures. You can simply drag and drop slides from the appendix into the main presentation to make for a richer lecture experience. http://boundless.com/teaching-platform • Free to edit, share, and copy Feel free to edit, share, and make as many copies of the Boundless presentations as you like. We encourage you to take these presentations and make them your own. If you have any questions or problems please email: educators@boundless.com Free to share, print, make copies and changes. Get yours at www.boundless.com

  3. About Boundless • Boundless is an innovative technology company making education more affordable and accessible for students everywhere. The company creates the world’s best open educational content in 20+ subjects that align to more than 1,000 popular college textbooks. Boundless integrates learning technology into all its premium books to help students study more efficiently at a fraction of the cost of traditional textbooks. The company also empowers educators to engage their students more effectively through customizable books and intuitive teaching tools as part of the Boundless Teaching Platform. More than 2 million learners access Boundless free and premium content each month across the company’s wide distribution platforms, including its website, iOS apps, Kindle books, and iBooks. To get started learning or teaching with Boundless, visit boundless.com. Free to share, print, make copies and changes. Get yours at www.boundless.com

  4. Types of Advertising Advertising and Public Relations Impacts of Advertising The Advertising Campaign Public Relations ] Advertising and Public Relations Free to share, print, make copies and changes. Get yours at www.boundless.com

  5. Advertising and Public Relations > Types of Advertising Types of Advertising • Corporate Advertising • Product Advertising Free to share, print, make copies and changes. Get yours at www.boundless.com www.boundless.com/marketing/textbooks/boundless-marketing-textbook/advertising-and-public-relations-13/types-of-advertising-86/

  6. Advertising and Public Relations > Impacts of Advertising Impacts of Advertising • Market Share • Consumer Influence Free to share, print, make copies and changes. Get yours at www.boundless.com www.boundless.com/marketing/textbooks/boundless-marketing-textbook/advertising-and-public-relations-13/impacts-of-advertising-87/

  7. Advertising and Public Relations > The Advertising Campaign The Advertising Campaign • Identifying Product Benefits • Identifying the Target Market • Defining Campaign Objectives • Informative, Persuasive, and Reminder Advertising • Focus of an Advertisement • Determining a Budget • Creating a Media Plan • Media Types and Scheduling • Creating Advertisements • Measuring Impact with Metrics Free to share, print, make copies and changes. Get yours at www.boundless.com www.boundless.com/marketing/textbooks/boundless-marketing-textbook/advertising-and-public-relations-13/the-advertising-campaign-88/

  8. Advertising and Public Relations > Public Relations Public Relations • Public Relations Tools • Handling Unfavorable Publicity • Measuring Effectiveness of Public Relations Efforts Free to share, print, make copies and changes. Get yours at www.boundless.com www.boundless.com/marketing/textbooks/boundless-marketing-textbook/advertising-and-public-relations-13/public-relations-89/

  9. Appendix Free to share, print, make copies and changes. Get yours at www.boundless.com

  10. Advertising and Public Relations Key terms • A C NielsenA.C. Nielsen is a global marketing research firm, with worldwide headquarters in New York City, United States of America. • advertising objectivethe goal of the marketing strategy • Advocacy Advertisingthe sponsor pushes a point of view that may have nothing to do with selling the product or building an image. • Combinationwhen two or more benefits are demonstrated in an advertisement. • Crisis Management TeamA team in an organization that prepares contingency plans in advance, as part of a crisis management plan. • demandThe desire to purchase goods and services. • differentiateTo show, or be the distinction between two things. • Evaluationa systematic determination of a subject's merit, worth and significance, using criteria governed by a set of standards. It can assist an organization to assess any aim, realizable concept or proposal, or any alternative, to help in decision-making; or to ascertain the degree of achievement or value in regard to the aim and objectives and results of any such action that has been completed. • factory outleta brick and mortar or online retail store in which manufacturers sell their stock directly to the public • heuristicsSimple, efficient rules that people often use to form judgments and make decisions. • hierarchy-of-effects modelIt clarifies the objectives of an advertising campaign and for each individual advertisement. • Imagean attitude or lifestyle advertisers attempt to link to a product. Free to share, print, make copies and changes. Get yours at www.boundless.com

  11. Advertising and Public Relations • impressionAn online advertising performance metric representing an instance where an ad is shown once. • Market ShareThe percentage of a market (defined in terms of either units or revenue) accounted for by a specific entity. • Maslow's Hierarchy of Needsa theory in psychology describing the pattern that human motivations generally move through • mediaThe mass media are all those media technologies that are intended to reach a large audience by mass communication. • mediaThe mass media are all those media technologies that are intended to reach a large audience by mass communication. • Nine-Wheel Logicthe use of specious information in an advertisement when real information is too awkward to use. • Passive AdvertisingAs it applies to corporate advertising, the call to action is implied, subtle, unconventional and never clearly stated. • performance-based advertisingA type of marketing that focuses on paying advertising costs based upon the success of campaigns. • primary demandThe demand for an entire product category. • product life cycleThe stages through which a product or its category passes. From its introduction onto the market, growth, maturity, to its decline or lack of demand in the marketplace. • Public relationsthe practice of managing the flow of information between an individual or an organization and the public • sampleA subset of a population selected for measurement, observation, or questioning, to provide statistical information about the population. Free to share, print, make copies and changes. Get yours at www.boundless.com

  12. Advertising and Public Relations • segmentationThe process of identifying various groupings within the broader market. • selective demandThe demand for a specific product brand. • social mediaInteractive forms of media that allow users to interact with and publish to each other, generally by means of the Internet. • tacticsThe achievement of objectives through strategy. • USPA unique selling proposition or unique selling point. • Voice of the customerVoice of the customer (VOC) is a term used in business and Information Technology (through ITIL, for example) to describe the in-depth process of capturing a customer's expectations, preferences, and aversions. Free to share, print, make copies and changes. Get yours at www.boundless.com

  13. Advertising and Public Relations The Harris Grid The Harris Grid measures a product's level of interest in consumers versus the level of interest in mass media. Free to share, print, make copies and changes. Get yours at www.boundless.com Wikibooks."Advertising/Strategies."CC BY-SA 3.0http://en.wikibooks.org/wiki/Advertising/Strategies%23GE_Focus_SystemView on Boundless.com

  14. Advertising and Public Relations The Media in Action The media is often utilized in PR campaigns. Free to share, print, make copies and changes. Get yours at www.boundless.com Wikimedia."CamerasTheMediaSoundCafe."CC BYhttp://commons.wikimedia.org/wiki/File:CamerasTheMediaSoundCafe.jpgView on Boundless.com

  15. Advertising and Public Relations Coca-Cola Coca-Cola is an established brand which uses reminder advertising. Free to share, print, make copies and changes. Get yours at www.boundless.com Flickr."Coca-Cola Mural | Flickr - Photo Sharing!."CC BYhttp://www.flickr.com/photos/kb35/349761636/View on Boundless.com

  16. Advertising and Public Relations Identifying Target Segements (STP Approach) This image illustrates the process of identifying a target market through a flow chat. It is a useful overview of the general concept behind determining a target market. Free to share, print, make copies and changes. Get yours at www.boundless.com Wikimedia."STP_approach.jpg."CC BY-SA 3.0https://upload.wikimedia.org/wikipedia/commons/c/cd/STP_approach.jpgView on Boundless.com

  17. Advertising and Public Relations Advertising Example This is a good example of a measurable advertising campaign, which would reflect most of the performance-based metrics in this discussion. Free to share, print, make copies and changes. Get yours at www.boundless.com Wikimedia."Google_Paid_Ads_-_AdWords.jpg."CC BY-SA 3.0https://upload.wikimedia.org/wikipedia/commons/4/48/Google_Paid_Ads_-_AdWords.jpgView on Boundless.com

  18. Advertising and Public Relations The FCB Grid With this model, messages are categorized by "thinking" and "feeling", "low" and "high". Free to share, print, make copies and changes. Get yours at www.boundless.com Wikibooks."Advertising/Strategies."CC BY-SA 3.0http://en.wikibooks.org/wiki/Advertising/Strategies%23GE_Focus_SystemView on Boundless.com

  19. Advertising and Public Relations Mobile Phones Mobile phones are a form of media for advertising. Free to share, print, make copies and changes. Get yours at www.boundless.com Flickr."Mobile Phones | Flickr - Photo Sharing!."CC BYhttp://www.flickr.com/photos/yisris/267108001/View on Boundless.com

  20. Advertising and Public Relations Tylenol Medication Johnson & Johnson's Tylenol medication was once laced with cyanide. In time, Johnson & Johnson learned to deal with the negative public relations. Free to share, print, make copies and changes. Get yours at www.boundless.com Wikimedia."Extra Strength Tylenol and Tylenol PM."CC BY-SAhttp://commons.wikimedia.org/wiki/File:Extra_Strength_Tylenol_and_Tylenol_PM.jpgView on Boundless.com

  21. Advertising and Public Relations Corporate Advertising Corporate advertising can be found everywhere and in different forms. Free to share, print, make copies and changes. Get yours at www.boundless.com Flickr."Corporate advertising | Flickr - Photo Sharing!."CC BY-SAhttp://www.flickr.com/photos/leehaywood/4411780910/View on Boundless.com

  22. Advertising and Public Relations 2009 Hyundai Sonata In 2009, Hyundai released a new PR campaign where people who bought new Hyundai cars could return them if they lost their jobs within a year of buying the car. Free to share, print, make copies and changes. Get yours at www.boundless.com Wikimedia."2009 Hyundai Sonata GLS."CC BY-SAhttp://commons.wikimedia.org/wiki/File:2009_Hyundai_Sonata_GLS.jpgView on Boundless.com

  23. Advertising and Public Relations Second Generation iPods The iPod wasn't the first mp3 player, but it was the first one that gave consumers the benefits they were searching for. Free to share, print, make copies and changes. Get yours at www.boundless.com Flickr."iPod | Flickr - Photo Sharing!."CC BY-SAhttp://www.flickr.com/photos/strollers/54867657/View on Boundless.com

  24. Advertising and Public Relations QR Codes Gone Wrong Placing large QR codes on billboards on busy streets or highways may not be an effective approach to public relations. Free to share, print, make copies and changes. Get yours at www.boundless.com Wikimedia."Japan-qr-code-billboard."CC BY-SAhttp://commons.wikimedia.org/wiki/File:Japan-qr-code-billboard.jpgView on Boundless.com

  25. Advertising and Public Relations Advertising Campaign The objectives of a company will depend on the stage the audience is in and where they want to take them. Free to share, print, make copies and changes. Get yours at www.boundless.com Flickr."Advertising Campaign | Flickr - Photo Sharing!."CC BYhttp://www.flickr.com/photos/vfsdigitaldesign/5396041587/View on Boundless.com

  26. Advertising and Public Relations The Ladder Types of advertising messages can be arranged in a hierarchical ladder, based on what perspective they use to discuss the product. Free to share, print, make copies and changes. Get yours at www.boundless.com Wikibooks."Advertising/Strategies."CC BY-SA 3.0http://en.wikibooks.org/wiki/Advertising/Strategies%23GE_Focus_SystemView on Boundless.com

  27. Advertising and Public Relations Product Advertising The type of product advertising a company chooses depends on where the product is in its life cycle. Free to share, print, make copies and changes. Get yours at www.boundless.com Flickr."Swiss Advertising 1949 | Flickr - Photo Sharing!."CC BYhttp://www.flickr.com/photos/kecko/5723272393/View on Boundless.com

  28. Advertising and Public Relations The Creative Process Once all of the relevant facts have been obtained, one can start creating the ad. Free to share, print, make copies and changes. Get yours at www.boundless.com Flickr."Emerging from the Frankenstein stage of the creative process for a #SocialMedia Strategy presentation :) | Flickr - Photo Sharing!."CC BYhttp://www.flickr.com/photos/samanthabell/6840295551/View on Boundless.com

  29. Advertising and Public Relations The Decline of Newspaper Advertising This image demonstrates an important concept in framing. Understanding what influences decisions in a given segment is critical to speaking in the right formats. Newspapers have declined significantly as a source of influence, and therefore organizations pursuing target markets that don't read newspapers should refrain from utilizing them as a source of influence. Free to share, print, make copies and changes. Get yours at www.boundless.com Wikimedia."Naa_newspaper_ad_revenue.svg.png."CC BY-SA 3.0https://upload.wikimedia.org/wikipedia/commons/0/00/Naa_newspaper_ad_revenue.svgView on Boundless.com

  30. Advertising and Public Relations Determinants of Advertising Budgets This image demonstrates the evolution of metrics, which directly relates to how advertising budgets are derived. In short, understanding how many people see, engage with, or act upon an ad will directly impact the budget that advertising campaign will receive. Free to share, print, make copies and changes. Get yours at www.boundless.com Flickr."3570992970_f2a81936cf.jpg."CC BY 2.0https://c2.staticflickr.com/4/3565/3570992970_f2a81936cf.jpgView on Boundless.com

  31. Advertising and Public Relations Attribution • Wiktionary."demand."CC BY-SA 3.0http://en.wiktionary.org/wiki/demand • mrkt1199studyguide Wikispace."CH 15 Advertising and PR."CC BY-SA 3.0http://mrkt1199studyguide.wikispaces.com/CH+15+Advertising+and+PR • Boundless Learning."Boundless."CC BY-SA 3.0http://www.boundless.com//marketing/definition/advertising-objective • Wiktionary."differentiate."CC BY-SA 3.0http://en.wiktionary.org/wiki/differentiate • Global Text Project."Introducing Marketing by John Burnett."CC BY 3.0https://dl.dropboxusercontent.com/u/31779972/Introducing%20Marketing.pdf • Wikipedia."Market Share."CC BY-SA 3.0http://en.wikipedia.org/wiki/Market%20Share • Boundless Learning."Boundless."CC BY-SA 3.0http://www.boundless.com//marketing/definition/selective-demand • Boundless Learning."Boundless."CC BY-SA 3.0http://www.boundless.com//marketing/definition/primary-demand • Wikipedia."Market share."CC BY-SA 3.0http://en.wikipedia.org/wiki/Market_share • issuesinimc Wikispace."Types of Advertising."CC BY-SA 3.0http://issuesinimc.wikispaces.com/Types+of+Advertising • Boundless Learning."Boundless."CC BY-SA 3.0http://www.boundless.com//marketing/definition/product-life-cycle--2 • Wikipedia."Image."CC BY-SA 3.0http://en.wikipedia.org/wiki/Image • Wikipedia."Advocacy Advertising."CC BY-SA 3.0http://en.wikipedia.org/wiki/Advocacy%20Advertising • Wikipedia."Passive Advertising."CC BY-SA 3.0http://en.wikipedia.org/wiki/Passive%20Advertising • issuesinimc Wikispace."Types of Advertising."CC BY-SA 3.0http://issuesinimc.wikispaces.com/Types+of+Advertising • cbumarketing Wikispace."Hierarchy of Effects Model."CC BY-SA 3.0http://cbumarketing.wikispaces.com/Hierarchy+of+Effects+Model • Wikipedia."Maslow's hierarchy of needs."CC BY-SA 3.0http://en.wikipedia.org/wiki/Maslow's_hierarchy_of_needs Free to share, print, make copies and changes. Get yours at www.boundless.com

  32. Advertising and Public Relations • Wikipedia."hierarchy-of-effects model."CC BY-SA 3.0http://en.wikipedia.org/wiki/hierarchy-of-effects%20model • Wikipedia."Advertising."CC BY-SA 3.0http://en.wikipedia.org/wiki/Advertising%23Advertising_theory • Wiktionary."impression."CC BY-SA 3.0https://en.wiktionary.org/wiki/impression • Wikipedia."Advertising."CC BY-SA 3.0https://en.wikipedia.org/wiki/Advertising • Wikipedia."Mobile advertising."CC BY-SA 3.0https://en.wikipedia.org/wiki/Mobile_advertising • Wikipedia."Mobile advertising."CC BY-SA 3.0https://en.wikipedia.org/wiki/Mobile_advertising • Wikipedia."Budget constraint."CC BY-SA 3.0https://en.wikipedia.org/wiki/Budget_constraint • Wikipedia."Display advertising."CC BY-SA 3.0https://en.wikipedia.org/wiki/Display_advertising • Wikipedia."Marketing mix."CC BY-SA 3.0https://en.wikipedia.org/wiki/Marketing_mix • Wikipedia."Budget."CC BY-SA 3.0https://en.wikipedia.org/wiki/Budget • Wikipedia."Marketing."CC BY-SA 3.0https://en.wikipedia.org/wiki/Marketing • Wikipedia."Targeted advertising."CC BY-SA 3.0https://en.wikipedia.org/wiki/Targeted_advertising • Wikipedia."Market segmentation."CC BY-SA 3.0https://en.wikipedia.org/wiki/Market_segmentation • Wikipedia."Target audience."CC BY-SA 3.0https://en.wikipedia.org/wiki/Target_audience • Wikipedia."Total addressable market."CC BY-SA 3.0https://en.wikipedia.org/wiki/Total_addressable_market • Wikipedia."Marketing."CC BY-SA 3.0https://en.wikipedia.org/wiki/Marketing • Wikipedia."Marketing strategy."CC BY-SA 3.0https://en.wikipedia.org/wiki/Marketing_strategy • Wikipedia."Target market."CC BY-SA 3.0https://en.wikipedia.org/wiki/Target_market • Wiktionary."tactics."CC BY-SA 3.0http://en.wiktionary.org/wiki/tactics Free to share, print, make copies and changes. Get yours at www.boundless.com

  33. Advertising and Public Relations • Global Text Project."Introducing Marketing by John Burnett."CC BY 3.0https://dl.dropboxusercontent.com/u/31779972/Introducing%20Marketing.pdf • Wikipedia."Online advertising."CC BY-SA 3.0https://en.wikipedia.org/wiki/Online_advertising • Wikipedia."Cost per impression."CC BY-SA 3.0https://en.wikipedia.org/wiki/Cost_per_impression • Wikipedia."Cost per mile."CC BY-SA 3.0https://en.wikipedia.org/wiki/Cost_per_mille • Wikipedia."View-through rate."CC BY-SA 3.0https://en.wikipedia.org/wiki/View-through_rate • Wikipedia."Cost per order."CC BY-SA 3.0https://en.wikipedia.org/wiki/Cost_per_order • Wikipedia."Gross rating point."CC BY-SA 3.0https://en.wikipedia.org/wiki/Gross_rating_point • Wikipedia."Attribution (marketing)."CC BY-SA 3.0https://en.wikipedia.org/wiki/Attribution_(marketing) • Wikipedia."Search advertising."CC BY-SA 3.0https://en.wikipedia.org/wiki/Search_advertising • Wikipedia."Reach (advertising)."CC BY-SA 3.0https://en.wikipedia.org/wiki/Reach_(advertising) • Wikipedia."Performance-based advertising."CC BY-SA 3.0https://en.wikipedia.org/wiki/Performance-based_advertising • Wikipedia."Click-through rate."CC BY-SA 3.0https://en.wikipedia.org/wiki/Click-through_rate • Wikipedia."Public relations."CC BY-SA 3.0http://en.wikipedia.org/wiki/Public%20relations • Wikipedia."Public relations."CC BY-SA 3.0http://en.wikipedia.org/wiki/Public_relations • Global Text Project."Introducing Marketing by John Burnett."CC BY 3.0https://dl.dropboxusercontent.com/u/31779972/Introducing%20Marketing.pdf • Wikipedia."Voice of customer."CC BY-SA 3.0http://en.wikipedia.org/wiki/Voice_of_customer • Wikipedia."Voice of the customer."CC BY-SA 3.0http://en.wikipedia.org/wiki/Voice%20of%20the%20customer • Wiktionary."sample."CC BY-SA 3.0http://en.wiktionary.org/wiki/sample • Global Text Project."Introducing Marketing by John Burnett."CC BY 3.0https://dl.dropboxusercontent.com/u/31779972/Introducing%20Marketing.pdf Free to share, print, make copies and changes. Get yours at www.boundless.com

  34. Advertising and Public Relations • Wikibooks."Getting Started as an Entrepreneur/Market/Identifying Your Customers."CC BY-SA 3.0http://en.wikibooks.org/wiki/Getting_Started_as_an_Entrepreneur/Market/Identifying_Your_Customers • Wikipedia."Consumer behavior."CC BY-SA 3.0https://en.wikipedia.org/wiki/Consumer_behaviour • Wikipedia."Advertising."CC BY-SA 3.0https://en.wikipedia.org/wiki/Advertising • Wikipedia."Heuristics."CC BY-SA 3.0https://en.wikipedia.org/wiki/Heuristics_in_judgment_and_decision-making • Wikipedia."Behavioral economics."CC BY-SA 3.0https://en.wikipedia.org/wiki/Behavioral_economics • Wikipedia."Framing (social sciences)."CC BY-SA 3.0https://en.wikipedia.org/wiki/Framing_(social_sciences) • Wiktionary."heuristics."CC BY-SA 3.0https://en.wiktionary.org/wiki/heuristics#English • Global Text Project."Introducing Marketing by John Burnett."CC BY 3.0https://dl.dropboxusercontent.com/u/31779972/Introducing%20Marketing.pdf • Wikipedia."A C Nielsen."CC BY-SA 3.0http://en.wikipedia.org/wiki/A%20C%20Nielsen • Wikipedia."Factory outlet."CC BY-SA 3.0http://en.wikipedia.org/wiki/Factory_outlet • Wikipedia."media."CC BY-SA 3.0http://en.wikipedia.org/wiki/media • Wikipedia."Social media measurement."CC BY-SA 3.0http://en.wikipedia.org/wiki/Social_media_measurement • Wikipedia."Evaluation."CC BY-SA 3.0http://en.wikipedia.org/wiki/Evaluation • comm2330 Wikispace."Ch. 8- Evaluation."CC BY-SA 3.0http://comm2330.wikispaces.com/Ch.+8-+Evaluation • Wiktionary."social media."CC BY-SA 3.0http://en.wiktionary.org/wiki/social_media • Wikipedia."Crisis management."CC BY-SA 3.0http://en.wikipedia.org/wiki/Crisis_management • papedia Wikispace."crisis management."CC BY-SA 3.0http://papedia.wikispaces.com/crisis+management • Wikipedia."Crisis Management Team."CC BY-SA 3.0http://en.wikipedia.org/wiki/Crisis%20Management%20Team • Wikipedia."Combination."CC BY-SA 3.0http://en.wikipedia.org/wiki/Combination Free to share, print, make copies and changes. Get yours at www.boundless.com

  35. Advertising and Public Relations • Wiktionary."USP."CC BY-SA 3.0http://en.wiktionary.org/wiki/USP • Wikipedia."Nine-Wheel Logic."CC BY-SA 3.0http://en.wikipedia.org/wiki/Nine-Wheel%20Logic • Wikipedia."Unique selling proposition."CC BY-SA 3.0http://en.wikipedia.org/wiki/Unique_selling_proposition • Wikibooks."Advertising/Strategies."CC BY-SA 3.0http://en.wikibooks.org/wiki/Advertising/Strategies%23GE_Focus_System • Wikipedia."Advertising media selection."CC BY-SA 3.0http://en.wikipedia.org/wiki/Advertising_media_selection • Wikipedia."media."CC BY-SA 3.0http://en.wikipedia.org/wiki/media Free to share, print, make copies and changes. Get yours at www.boundless.com

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