1. Media and Promotion HAS 3230

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

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

4. Gatekeepers/agenda- setting Information controlled by others

5. Para-social interaction Project feelings onto media personalities Play theory

6. Integrative Communications Promotional options Servicescape

7. Role of Advertising Informative Persuasive Reminder Action inducing

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

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

10. Other benefits Positioning Brand loyalty Repeat purchase

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

12. 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

13. 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

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

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

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

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

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

19. Understanding standards Surveillance Interpretation

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

21. Understanding standards Transmission of values Entertainment

22. 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

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

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

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

26. 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

27. 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

28. Crisis Communication “Scenario”

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

30. Steps … Target market Target purchase phase Consumption value Communication objective

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

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

33. 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

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

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