...Aimee Lafleur Successful PR Campaigns MT359: Advertising, Promotion, PR: IMCS 05/30/2014 Marketing a product is critical to its success and using different public relations campaigns is a way of getting the name out there. PR campaigns can be positive or negative but in some cases this does not matter. The objective is to have potential customers talking about the product. As technology and mass marketing advances companies realize this is the best platform to display their PR campaigns. The tricky part is in standing out amongst the crowd of so many. One of the most successful PR campaign was actually done by a battery company by the name of Rayovac. Who would have thought that such hype could come from a battery company? Their campaign increased their followers by 30% in only 2 days (Black, L., 2011). This number is staggering, definitely one any company would want to replicate. Knowing mass media was the best way to their consumers, Rayovac Batteries maximized the opportunity they had of consumers being stuck at home during one of the worst snow storms in February of 2011. The basis of the campaign was to draw awareness of their company. They created a fun virtual snowball fight on twitter where every follower that threw a virtual snowball to someone also changed their twitter profile picture to a Rayovac branded image (Black, L., 2011). This campaign had to be created quickly as the time was limited for this weather situation when it would be most impactful. The company...
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...Absolut Black Campaign PR paper by Konstantinos Geros 2014 NEW YORK COLLEGE 11/6/2014 CONTENTS | | History of Absolut | | History of Absolut Black | | Absolut’s Competitors | | Absolut’s Black Competitors | | Campaign Philosophy | | Goals and objectives | | Target market | | Strategies | | Timetable | | Communication | | Tactics | | Calendar | | News/press release draft | | Expectations | | Introduction This paper accompanies the presentation for the proposed PR campaign of Absolut Vodka Black and gives some more detailed information and insight in that proposal. History of Absolut Distilled for the first time as Absolut Rent Branvin (or Absolute Pure Vodka) in 1879 by Swedish entrepreneur Lars Olsson Smith and produced using a revolutionary new distillation method. The method was called rectification, a method we still use today. For years to come Lars Olsson Smith was engaged in a trade war against the state and the city of Stockholm because of the monopoly of distilled spirits. He opened a shop next to his distillery, bought several other distilleries, turn his focus towards other parts of the country, attacked existing distribution channels that were selling what he considered to be inferior products and even used labor unions to boycott retail outlets selling low...
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...Gracy Wilkins 12/7/09 Introduction to Public Relations: Mini Campaign The OC Gazette is a small business located in Orange County, California. The company publishes a free, monthly direct mail magazine that reaches more than 100,000 affluent owneroccupied homes. They are dedicated to promoting businesses in local communities while providing interesting articles that highlight local heroes, history and culture. Despite being only a few years old, this publication has grown from a small, community newsletter-style magazine, with a distribution of roughly 50,000 to what it is today. I personally have watched its progress and am extremely excited to help them expand even more in the future, especially because my older sister, Sara Wilkins, has been working as part of the creative team for over a year now. After consulting with the Creative Director, Jennifer Hood, along with my sister, Sara, we came to the conclusion that their web content was an area in need of some improvement. My main goal is to help The OC Gazette increase their online presence by introducing them to numerous forms of social media and by refining existing content to generate more appeal among target audiences. We agreed that I would evaluate their current Web site, blog, and other social networking mediums that they are using such as Facebook and Twitter and help them build upon it as well as offer new ideas. According to our textbook, “New communication technologies have always influenced public relations practice...
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...Harian Newspaper in Malaysian Politics Wan Rohila Ganti bt Wan Abdul Ghapar, Nurul Saadatun Nadiah Mohd Ngah and Ilyas Abdullah Faculty of Administrative Science and Public Policy Universiti Teknologi MARA (UiTM), 23000 Dungun, Terengganu, Malaysia Abstract: This article examines the neutrality of Sinar Harian, a Malay daily, which claims to be neutral and without favour, from 20 April 2013 to 5 May 2013, 15-day campaign period of Malaysia’s 2013 General Election. The 13th General Election was the most contentious of election in Malaysian politics. Sinar Harian attempts to present a balanced reporting, by giving spaces to both parties to present their ideas and defend their stand, rooms which are not available in other mainstreams newspapers. This study uses content analysis as a method of investigation. It is a technique of gathering and analyzing the content of text. The analyses cover these dimensions; news report and analyses, letters to the Editor, political advertisements and special guest columns. This study found 33% of articles favored BN, 36% covered PR, 24% of articles considered as neutral reports and 6% of articles reported the activities of independent candidates. Using Monti’s classification of biasedunbiased reports, Sinar Harian can be categorized as unbiased newspaper. Key words: Sinar Harian Neutrality of media Mainstream newspaper INTRODUCTION Media freedom is important for a number of reasons. It is a vital part of the system of checks and balances...
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...CORPORATE COMMUNICATION PLAN FOR UNILIVER FOR THE YEAR JANUARY2011 – DECEMBER 2011 Introduction Uniliver is a manufacturer of consumer goods which are sold via retailers, and operates as an international business with a dual HQ in both the UK and Holland. This Corporate Communication Plan is a statement of its vision, strategic aims and priorities, an essential part of its policy and planning framework for the year January 2011 – December 2011. Its aim is to ensure that the day to day work focuses on priorities such as environmental and ethical issues and sustainability, products satisfaction through products innovation, but also to think about competing pressures and ways to increase revenues. I. Analysis Uniliver is trying to build its reputation as an organisation committed to: * Environmental and sustainability issues * Improving health and well-being * Maximising values to create profits II. Objectives The objectives provide the overall course of the program and what should be achieved. Uniliver has got three objectives which will be stated in terms of program outcomes rather than inputs. 1. To encourage a challenging, worthwhile, and fulfilling work environment for our employees by building mutual respect, self-belief, and confidence in our personal relationships based upon commitments to truth, frankness, and competency; but also to provide tools to support constant delivery of the brand promised with every point of contact...
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...X, the rival, is a cheesy piece of goods, won’t hold up, has to be cranked by hand… This is the model for not just our commercial product sales but, rather more vigorously, for our political campaigns as well… we have gradually just gotten used to them. Its not so much that I am wonderful the candidate explains, as the opponent is a lying, cowardly, two faced cheat and con artist. (Pulitzer Prize winner and Washington Post columnist Meg Greenfield, 1995) Whether through print or television media, advertising affects behaviour. A key tool of political parties, it has been used to win support during critical governmental assessment or change, and engage the susceptible electorate to participate in the political process. Yet, where features such as wit, charisma or aptitude have been emphasized and admired, the intemperance of political campaigning has also drawn out a negative side, one that seeks to cast a damaging shadow on any opposition in order to attain the support of the majority. The types of political message given out by both politicians and the media vary in how they are constructed and what they intend to achieve, and despite widespread criticism surrounding its ethical fragilities, attack politics in particular have become a fundamental component of any political campaign and evidence has shown the electorate to show a greater interest in a more pessimistic tone of politics. This essay intends to address whether negative publicity in the form of attack advertising...
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...Defining Marketing In this paper, the author’s personal definition of marketing as well three definitions from different sources are provided. The author also explains the importance of marketing in organizational success. Lastly, the author provides three examples from the business world to support her explanation. “Marketing is the performance of activities that seek to accomplish an organization’s objectives by anticipating customer or client needs and directing a flow of need-satisfying goods and services from producer to customer or client”(Perreault, Cannon, McCarthy, page 6, 2011). Marketing is about identifying and meeting human and social needs. One of the shortest good definitions of marketing is “meeting needs profitably” (Kotler ,& Keller, page 5, 2012). In 2008 AMA's definition of marketing was: “Marketing is the activity, set of institutions and processes for creating, communicating, delivering and exchanging offerings that have value for customers, clients, partners and society at large.” The author's definition of marketing after reading the learning material is that marketing is an ongoing communication exchange not only with costumers or buyers of products and services, but also look for receptors that need to buy specific ideas. Marketing includes diverse activities for businesses that help them to identify customers for their products and services. Marketing targets potential clienteles with advertising by creating in a way a new need for their products...
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...lot in Spain with exclusive suppliers, it give to Zara a great reactivity and a good control. Zara reduces also inventory risk and delays thanks to limited series. Zara is able to deliver all of its stores since their huge warehouse which centralized the production, it limits intermediaries, reduce stocks, and delays. One of the main difference between Zara and H&M is that H&M has not the quickness, the reactivity of his production tool and the short delays that Zara can have because H&M produces their garments in Eastern Europe and in Asia and also because of the control chain which is longer. One other main difference are that H&M invests a lot in advertising contrary to Zara, indeed H&M is making huge advertising campaigns. Question 2 In the business model of Zara, the stores are playing a huge and important role. First, Zara do not invest in advertising, they...
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...Shane Wall Time Line: At 15 years old, he was running discos at his local village. At 20 years old he provided entertainment at weddings with his own DJ equipment. Later on he went into a different career working for BBC radio in technical administrations. He then went on to working for a creative communications agency called ‘Unique’, while still running disco parties on the side. In 1997 he set up a business with his friend running snowboarding holidays for party goers, they decided to name the business ‘Abundant Holidays’. In 1999 his friend left the business, which made Shane the owner of ‘Abundant Holidays’. In 2007 he was made redundant by ‘Unique’. Later he used the skills he gained at ‘Unique’ and BBC radio to set up his own communications business called ‘Abundant’. To this day ‘Abundant’ is a successful creative communications agency. About Shane Wall Shane Wall is a passionate entrepreneur, who currently manages the creative communications agency ‘Abundant’. Before Shane Wall got into the creative communications agency he had many previous jobs, for example: working as a DJ providing entertainment at weddings and working for BBC radio in technical administrations. Shane became an entrepreneur in the early stages of his career, when he set up a holiday business with one of his friends aimed at party goers. As a result of working in a variety of industries and businesses, he picked up a lot of useful qualities and skills to later benefit...
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...such as September 11 or Hurricane Katrina. This will help alleviate a great deal of frustration among Americans, who felt helpless to respond productively they felt during these tragedies. 2. Create the management-research question hierarchy for the research you think might help the Red Cross make decisions related to public relations efforts and future advertising soliciting donations. 1. Management Questions - How can we produce the proper Ad campaign for donors by adhering to Red Cross Policies? - How can we increase the initial response efforts effectively? 2. Research Questions - What Ad campaigns exist now and are they effective? - How can management eliminate the negative repercussions of the allocation of fund distributions? 3. Investigative Questions - Should we examine past and present Campaign ads? - Should we re-examine the Red Cross handling of September 11? 4. Measurement Questions - What is the likelihood that donors want give do to the problems from September 11 - Examine each type of Campaign Ad: fires, floods, large catastrophes 3. If you created an RFP, what would it contain? My RFP would contain an Experience Survey to give to donors, because it will profit by seeking information from persons experienced in the area of study and will seek their ideas about important issues or aspects of the subject. Also, I would use the Two-Stage Design because it is a useful way to design a research study. With the Two-Stage Design approach, exploration...
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...Mahmud Chowdhury, Marc Salerno, John Curtis Gwilliam EC 203 Chapter 2 Group Project Pelican Stores The Pelican Stores division of National Clothing has recently run a promotional campaign in which discounted coupons were sent to customers of other National Clothing stores but not Pelican Stores customers. Throughout the course of one day, about 70 promotional customers were recorded. If these customers are to be counted as customers that Pelican stores would not have otherwise gotten, then the promotion can be considered as an overall success. However, general widespread promotions may not be economically feasible in the future. In this regard, the data from the sales for one day will be analyzed in order to develop a better customer profile and evaluate the promotional campaign. The first variable of interest will be number of items sold per customer. Items | Percent Frequency | (0-2) | 56 | (3-5) | 28 | (6-8) | 9 | (9-11) | 4 | (12-14) | 1 | (15-17) | 2 | From this data, we see that the number of items sold is heavily skewed to the right. Most of the item sales were within the 0-2 and 3-5 items sold range, comprising 74% of the sales. From this data, we can say that customers prefer to buy items in small quantities rather than large. The next variable we look at will be net sales in dollars. Net Sales | Percent Frequency | (0-50) | 39 | (51-100) | 35 | (101-150) | 16 | (151-200) | 6 | (201-250) | 1 | (251-300) | 3 | This data more...
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...political party has to offer some product which they wanted to sell in the market place. E.g Good governace , or Obama’s change slogan. 2.Distribution function : It referes to the availability of exchange offer i.e Political product to the exchange partner i.e., electorate. 3. Cost function : In political marketing, cost function refers to the management of attitudinal and behavioural barriers of voters through calculated campaign strategies. The voter should receive all the information regarding the product without spending money for it. 4.Communication Function: Communication involves the function of informing the primary exchange partner of the offer and its availability. It is often seen as the heart of political marketing. For a political party, it implies, providing political content, political ideas and future and sense making of a complex political world programs but also aiding the interpretation Often the communication function involves simplification of political messages, concise political stand etc. The communication function interacts with the campaign delivery aspects of the distribution function-the latter provides the medium while the former defines the content. The communication function prescribes a dialogue with the exchange partners – a multidirectional flow of information . 5.News Management Function: This function is closely linked to communication function. But news management function is targeted to secondary exchange partners or intermediaries of which media...
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...John Simpson Kirkpatrick John Simpson Kirkpatrick was a stretcher bearer that served under the name of John Simpson for the Australian army in the historic battle of world war one (1914-1918). Simpson was known through the medical crew. He fought with the ANZAC (Australian and New Zealand Army Corporation) along the shores of ANZAC cove. This was a battle that they earned a reputation for resourcefulness, courage and fortitude. John Simpson was a medical stretcher bearer that would later be known for his courage. He was ranked as a private but was still known through the Australian army medical team. He had been using Donkeys as a way of aiding the transport of wounded soldiers down to the beach for evacuation. He had been using this strategy for three weeks all in which he had often been under fire. Until he was one day shot and killed (19 May 1915) at the third attack on ANZAC cove. He has now been recognised a one of the ANZAC legends. John Simpson (1892 – 1915) was born on the sixth of July in Durham, England and died on the 19 of May 1915. After being a milk boy and attending the Barnes and Mortimer roads local school he had an interview with the local Territorial Army. At 17 he joined the merchant navy. Simpson left Newcastle in May 1910. He had briefly tried cane cutting, station work and coal mining in Coledale. On the 25 August 1914 John Simpson Kirkpatrick joined the Australian imperial force in Perth. He was shipped off to Gallipoli some...
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...The Gallipoli Campaign of 1915, a battle during World War I, went very wrong. The Gallipoli campaign was a battle fought in the former Ottoman Empire, today known as Turkey with countries including Great Britain, Ottoman Empire, India, France, Ireland, New Zealand and Australia participating in it. Great Britain’s plan, a suggestion by the First Lord of the Admiralty, Winston Churchill, was to threaten Germany’s ally in World War I, the Ottoman Empire and get them out of the war. The hope was that while the Germans were already contending with Russian and French forces on two fronts, creating a third front would weaken the Germans. The execution however, did not go as planned as there were location errors, planning and tactical errors, mistakes...
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...Many people say that Gallipoli is the battle that determined the ANZAC legend and also Australia’s identity. However there were many other battles in world war 1 that determined ANZACs legend. One of these battles was the Light Horse Brigade charge of Beersheba in 1917. This battle helped open up supplies lines and was also a strong point for the Australians, it is also a determine ship of ANZAC strength as Beersheba was attacked by the British multiple times and the Light horse succeeded. Beersheba was also called the Forgotten battle because not many people know it. Causes of The Palestinian campaign. It started with an Ottoman attempt at raiding the Suez Canal in 1915, and ended with the Armistice of Mudros in 1918, leading to the cession...
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