Media and Promotion HAS 3230

Magic Bullet Listeners were seen as targets People vary widely People are persuadable

Two-step flow Looks at single audience members Influential others interpret content Disseminate content interpersonally

Gatekeepers/agenda- setting Information controlled by others

Para-social interaction Project feelings onto media personalities Play theory

Integrative Communications Promotional options Servicescape

Role of Advertising Informative Persuasive Reminder Action inducing

Advertising/Service Characteristics Probability of purchase Defined expectations Enhance perceptions of quality Customer satisfaction

Reducing Risk Uncertainty is reduced Performance risk Psychological/Social risk Physical risk

Other benefits Positioning Brand loyalty Repeat purchase

Sales Promotion Coupons Premiums Contests Frequency programs Sampling Price-off Rebates

Sales Promotion and Objectives ObjectiveCouponsPremiumsContestsTie-ins Reduce risk ExcellentPoorNoGood Increase purchase probability ExcellentFair Good Develop image NoGoodPoorFair Build brand equity NoGoodPoorFair Increase Awareness Poor ExcellentGood Enhance customer satisfaction PoorGoodNo Increase repeat purchase behavior Excellent Fair Reduce cognitive dissonance NoGoodNoPoor

Sales Promotion and Objectives ObjectiveFrequencySamplesPrice-offsRebates Reduce risk NoExcellent Poor Increase purchase probability GoodExcellent Fair Develop image GoodFairPoorFair Build brand equity GoodFairPoor Increase Awareness FairGoodPoor Enhance customer satisfaction FairGoodPoorNo Increase repeat purchase behavior ExcellentNoExcellentGood Reduce cognitive dissonance FairNoPoor

Operational Positions ObjectiveCouponsPremiumsContestsTie-ins Cost efficiency ExcellentFairExcellent Technical service quality PoorExcellentPoorGood Functional service quality PoorGoodFairPoor Customization PoorGoodPoor

Operational Positions ObjectiveFrequencySamplesPrice-offsRebates Cost efficiency GoodExcellent Poor Technical service quality GoodExcellentPoorFair Functional service quality Good PoorFair Customization GoodPoor Fair

Personal Sales Pre-purchase phase Consumption phase Post-purchase phase

Media Relations Public health and the media Print, broadcast, Web Challenges News = business Health educators are important to media

Understanding structure Gatekeepers –Editors –Gatekeepers’ role –“Beat” reporter Target audiences

Understanding standards Surveillance Interpretation

Understanding standards Linkage –Impact –Novelty –Prominence –Conflict –Proximity –Timeliness

Understanding standards Transmission of values Entertainment

Dealing with the media Reporters want compelling stories Send to correct contact Develop a professional relationship Develop a press list Avoid “off the record” comments Know the other side of the story

Dealing with the media Send material to the correct organization Write opinion editorials Be proactive Contacts are mutually beneficial

Mediated Presentations News groups What is news? –May include… –Create your own

Mediated Presentations News releases –Content –Absolute musts –Things you might want to add –Other important points to remember News conferences

Preparing for an interview Do you want to do this? Insist on your rights Your time table Know what will be discussed Know when you are being recorded Be comfortable Prepare

During the interview Listen to the question Never speculate In you want to clarify… If you want to start over… Keep your cool Don’t attack the reporter

Crisis Communication “Scenario”

Crisis Communication Principles –Corporate philosophy –Respond to the media –Help the media –Inform employees –Secure the area –Gather the facts –Determine the cause

Steps … Target market Target purchase phase Consumption value Communication objective

Steps (continued) … Consumer image position Design the message Promotional mix Measure effectiveness

Health Belief Model Perceived susceptibility Perceived seriousness Perceived threat of illness Perceived benefits

Audience analysis Whom are you addressing? What are they like? How do you think they will react to your presentation? Demographics, education, SES, emotional maturity HBM

Oral Presentations Types of speeches Content –Material –Motivate –Speech outline –Persuasion –Delivery

Written Communication Written versus oral Content and organization –Title –Introduction –Related research –Method and design –Results –Conclusion/summary