Description of this paper

WKU MKT220 discussion 9




Question;COLLAPSEIndividuals working in marketing communications today face many challenges. Media Fragmention is one of the biggest issues facing those that create and purchase space in media. Where once people had an average of three channels (before cable) and 27 channels (during cable's early years), there are now hundreds and in some cases thousands of channels that consumers may choose to watch. This means that finding a large group of people watching any one thing at one time (with the exception of Superbowl, the lass mass audience in television) is very difficult. As a result, marketers have turned to non-traditional methods of promotion and advertising, including product placement, captive audience advertising (think ads in elevators) and of course, social media. Excluding social media, since we talked about that last week, what sorts of non-traditional campaigns can you find--these can be guerilla campaigns, buzz marketing campaigns, interesting billboards, product placements, unusual ad placements, etc. How do you think your example aids the marketer in cutting through the clutter to get the consumer's attention? Can you find information on the effectiveness of the campaign?Below is an example of a non-traditional billboard that was used by A&E's Paranormal State television series. The network partnered with a company called Holisonics to create a billboard with projected sound technology so that people walking down the streets of New York suddenly heard a voice whispering as they approached the billboard on the side of an apartment building. It was a very effective and very talked about promotion for the show. Here is a link to an article about the promotion, as well as a video of what the talking board looked and sounded like: (Video) (article) QRead the attached mini-lecture and;discussion questions. I mentioned that the Advertising Chapter is Chapter 19 in;the is actually Chapter 18 in the new version of your book;(old habits die hard...the new chapter numbers are really throwing me;off!)QThis relates a bit to last week's post about social;media firestorms. There is no more important job in public relations than;crisis management--having a stable and swift response when a company is the;target of negative P.R. which may include such events as customer service;failures, CEO/employee misbehavior, celebrity-endorser misbehavior, product;recalls, product failures, employee lay-offs and so forth.;Think of a company recently in the news for a public relations failure.;Describe the situation and discuss the company's response. What did PR firms do;well or do badly in response to this event. What would you recommend they do;differently? Additionally, to relate to last week, how does social media change;the PR landscape?;Bottom of Form


Paper#53865 | Written in 18-Jul-2015

Price : $22