...MCC204 Public Relations Contemporary Approaches: Assignment 1 Introduction – Public relations theories and impact on strategies Strategy helps us to identify the approaches to take in researching, planning and carrying out activities in order to obtain the best results. It also determines the most effective manner to communicate with an organization’s stakeholders. Strategies are guidelines consisting of planned actions and program components. Public relations practitioners have to analyze situations and conceptualize appropriate strategies to better the organization’s public relations position in the eyes of its stakeholders. In order to identify the appropriate strategy to use, public relations practitioners fall back on the four key theories of public relations – discourse, rhetorical, ethical and critical. These theories help in defining the public relations plan and strategy by assisting in evaluating, examining, planning and performing public relations activities such as gaining publicity, providing entertainment, disseminating information and developing national public information campaigns. Depending on the outcome the organization hopes to achieve and its current circumstances, professionals would seek to apply the most appropriate theory applicable to their situation. Rhetorical theory Rhetoric is defined as the art of effective or persuasive speaking or writing. (Online Oxford Dictionaries, 2012) Rhetorical theory, examines the various methods in which language...
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...The English Language in Singapore and Malaysia Vincent B. Y. Ooi (ed.) TIMES ACADEMIC PRESS First published 2001 by Times Academic Press An imprint of Times Media Private Limited (A member of the Times Publishing Group) Times Centre, I New Industrial Road Singapore 536196 tel: (65) 284 8844 fax: (65) 285 4871 email: te@tpl.com.sg Online Book Store: http://www.timesone.com.sg/te Contributors Introduction Vincent B Y Ooi 1. The Voices of English-knowing Bilinguals and the Emergence of New Epicentres Anne Pakir 2. All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic, mechanical, photocopying, recording or otherwise, without the prior permission of the publishers. Is English a First or Second Language in Singapore? Joseph Foley 3. Lectal Varieties of Malaysian English Elaine Morais 4. Ethnic Group Varieties of Singapore English: Melody or Harmony? Lisa Lim 5. Two Issues in the Study of Singapore English Phonology BaoZhiming 6. Tense and Aspect in Singapore English Lubna Alsagoff 7. Reduplication in Colloquial Singapore English Lim Choon Yeah and Lionel Wee 8. The Cultural Grounding of Singapore English Ho Chee Lick 9. IJumping on the Bangwagon': Issues in Student Writing Alan Maley National Library Board (Singapore) Cataloguing in Publication Data Evolving Identities: The English Language in Singapore and Malaysia I Vincent B.Y. Ooi (ed.). - Singapore: Times...
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...know when it is working? Direct Marketing Public Relations Sales Promotion 16-2 Multi media, multi tasking, multi message, multi channels…. telephone cinema newspaper tv webtv packaging magazines bill posting Signage mp3 iphone atm pop ups pop events & sponsorship website outdoor pda direct mail cd/dvd transit email Communication Mix Adver&sing Direct Brand Situation IMC Objectives Consumer & Channel TM & Audience Public Relations Sales promotion Events / sponsorship Personal Selling Customer Service Press/print, Television, Radio Internet, Outdoor / transit, Ambient Direct response formats Direct mail, telephone selling, Catalogue selling Corporate & Brand PR, Publicity Consumer Franchise vs Non-franchise building Sponsoring (participating, creating) Social, Sporting, Cultural/Arts, Industry Person-to-person interactive, Lead generation and conversion Dissonance reduction & feedback Media & Advertising Media = Adver&sing Media: It is an umbrella term. It is defined as the “means by which the various types of MC messages are sent and received” (Duncan, 2005, p. 736)....
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...COMMUNICATION: ADVERTISING COMPENDIUM (C.A.C.) CHAPTER 1 — INTRODUCTION TO ADVERTISING CHAPTER OBJECTIVES 1. Discuss the elements of effective advertising. 2. Define advertising and identify its types and roles. 3. Identify the five players in the advertising world. 4. Explain the evolution of the advertising industry and the current issues it faces. CHAPTER REVIEW Effectiveness is at the heart of companies’ desire to advertise. Though advertising ultimately aids in the sale of products or services, other factors such as price or lack of distribution may influence purchase decisions. Advertising effectiveness tends to be measured in terms of communication impact such as exposure to a message, awareness of a product, attention, and involvement. Most responses can be categorized as perception (seeing), learning (thinking), persuasion (feeling), or behavior (doing). Effective advertising stems from a combination of carefully planned strategy that connects to audience members on an emotional level and that isolates a need the product fulfills, creative that delivers the strategy, and strong, arresting executions. Six components comprise the classic definition of advertising. Advertising is a paid nonpersonal communication from an identified sponsor using mass media to persuade or influence an audience. Advertising can be classified into one of nine types. National consumer or brand advertising focuses on building long-term brand identity...
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...Media History Contents 1 Introduction 1.1 Mass media . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1.1.1 1.1.2 1.1.3 1.1.4 1.1.5 1.1.6 1.1.7 1.1.8 1.1.9 Issues with definition . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Forms of mass media . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Purposes . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Professions involving mass media . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . History . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Influence and sociology . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Ethical issues and criticism . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Future . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . See also . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1 1 1 2 6 6 7 8 10 10 10 10 11 11 12 12 12 12 16 16 17 17 17 17 17 17 18 19 20 21 21 21 1.1.10 Notes . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1.1.11 References . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1.1.12 Further reading . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1.1.13 External links . . . . . . . . ....
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...UNIT – 1 / ADVERTISING Advertising Literal meaning of Advertising: Advertising was originated from a Latin term ―advertire‖ which means ―to turn to.‖ The dictionary meaning of the term advertising is ―to give public notice or to announce publicly.‖ Definition of Advertising: The American Marketing Association has defined Advertising as ―any paid form of non-personal presentation and promotion of goods, services or ideas by an identified sponsor.‖ Elaboration of the above definition: First advertising is ―paid for‖ that means it involves commercial transaction. Secondly advertising is ―non-personal‖ that means it is directed towards a mass audience not directed towards any individual as it is in the case of personal selling. Finally advertising is identifiable with its sponsoring authority or advertiser. It discloses or identifies the source of opinions and ideas, it presents. Einstein College of Engineering Objectives of Advertising: There are two types of Advertising Objectives, I. II. General Objectives. Specific Objectives. I. General Objective a) Stimulating Demand – It can be done in two ways, first the present users of the product may be persuaded to increase the present rate for product consumption. Second way is to attract the new users into the market by telling them the qualities of the product. b) Increased profits. II. Specific Objectives of Advertising a) Preparing ground for new product. b) Facing competition. c) Informing the changes to the...
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...CONTENTS Introduction Part One: Foundations Chapter One: Introduction to Advertising 1 Chapter Two: Advertising’s Role in Marketing 34 Chapter Three: Advertising and Society 68 Part Two: Planning and Strategy Chapter Four: How Advertising Works 103 Chapter Five: The Consumer Audience 135 Chapter Six: Strategic Research 169 Chapter Seven: Strategic Planning 205 Part Three: Effective Advertising Media Chapter Eight: Print and Out-of-Home Media 239 Chapter Nine: Broadcast Media 274 Chapter Ten: Interactive and Alternative Media 310 Chapter Eleven: Media Planning and Buying 345 Part Four: Effective Advertising Messages Chapter Twelve: The Creative Side and Message Strategy 378 Chapter Thirteen: Copywriting 411 Chapter Fourteen: Design and Production 443 Part Five: Integration and Evaluation Chapter Fifteen: Direct Response 476 Chapter Sixteen: Sales Promotion, Events, and Sponsorships 508 Chapter Seventeen: Public Relations 542 Chapter Eighteen: Special Advertising Situations 576 Chapter Nineteen: Evaluation of Effectiveness 610 INTRODUCTION Welcome to the Test Item File for the Wells/Moriarty/Burnett Advertising: Principles and Practice, 7th edition text. This test bank was designed with the student and instructor in mind. All questions in this manual are drawn directly from the master text. APPLICATION QUESTIONS: New to the seventh edition of the Test Item File is a section...
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...A Survey of Student Attitudes, Experiences and Expectations on selected vocational courses at the University of Northumbria April 2005 Anna Round Student Retention Project, University of Northumbria PART ONE: BACKGROUND Section One: Introduction 1:1 Background 1 1:2 Literature survey 2 1:3 Primary research 4 1:3:1 Student questionnaire 4 1:3:2 Staff questionnaire 6 1:3:3 Interviews 6 Section Two: Literature survey 2:1 Student perceptions and the student experience 7 2:1:1 Holistic approaches 7 2:1:2 Academic preparedness and study skills 9 2:1:3 Student attitudes to feedback 11 2:1:4 Student attitudes to teaching and learning 13 2:1:5 Tutor-student relations 15 2:1:6 Accommodation and retention 16 2:2 Student Characteristics 18 2:2:1 Views of students 18 2:2:2 Student self-perceptions: skills 19 2:2:3 Student self-perceptions: workload 21 2:3 Transformation 22 2:4 Widening participation: some further issues 26 2:4:1 Non-traditional students and the student experience 26 2:4:2 Support and access to support 27 2:5 Students and motivation 28 2:5:1 Types of student motivation 28 2:5:2 Retention and motivation 29 2:5:3 Motivations for entering higher education 30 2:5:4 Goals and values (Mäkinen et al) 31 2:5:6 Motivation and satisfaction 33 2:5:7...
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...A Survey of Student Attitudes, Experiences and Expectations on selected vocational courses at the University of Northumbria April 2005 Anna Round Student Retention Project, University of Northumbria Part One: Background Section One: Introduction 1:1 Background 1 1:2 Literature survey 2 1:3 Primary research 4 1:3:1 Student questionnaire 4 1:3:2 Staff questionnaire 6 1:3:3 Interviews 6 Section Two: Literature survey 2:1 Student perceptions and the student experience 7 2:1:1 Holistic approaches 7 2:1:2 Academic preparedness and study skills 9 2:1:3 Student attitudes to feedback 11 2:1:4 Student attitudes to teaching and learning 13 2:1:5 Tutor-student relations 15 2:1:6 Accommodation and retention 16 2:2 Student Characteristics 18 2:2:1 Views of students 18 2:2:2 Student self-perceptions: skills 19 2:2:3 Student self-perceptions: workload 21 2:3 Transformation 22 2:4 Widening participation: some further issues 26 2:4:1 Non-traditional students and the student experience 26 2:4:2 Support and access to support 27 2:5 Students and motivation 28 2:5:1 Types of student motivation 28 2:5:2 Retention and motivation 29 2:5:3 Motivations for entering higher education 30 2:5:4 Goals and values (Mäkinen et al) 31 2:5:6 Motivation and satisfaction...
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...A Survey of Student Attitudes, Experiences and Expectations on selected vocational courses at the University of Northumbria April 2005 Anna Round Student Retention Project, University of Northumbria Part One: Background Section One: Introduction 1:1 Background 1 1:2 Literature survey 2 1:3 Primary research 4 1:3:1 Student questionnaire 4 1:3:2 Staff questionnaire 6 1:3:3 Interviews 6 Section Two: Literature survey 2:1 Student perceptions and the student experience 7 2:1:1 Holistic approaches 7 2:1:2 Academic preparedness and study skills 9 2:1:3 Student attitudes to feedback 11 2:1:4 Student attitudes to teaching and learning 13 2:1:5 Tutor-student relations 15 2:1:6 Accommodation and retention 16 2:2 Student Characteristics 18 2:2:1 Views of students 18 2:2:2 Student self-perceptions: skills 19 2:2:3 Student self-perceptions: workload 21 2:3 Transformation 22 2:4 Widening participation: some further issues 26 2:4:1 Non-traditional students and the student experience 26 2:4:2 Support and access to support 27 2:5 Students and motivation 28 2:5:1 Types of student motivation 28 2:5:2 Retention and motivation 29 2:5:3 Motivations for entering higher education 30 2:5:4 Goals and values (Mäkinen et al) 31 2:5:6 Motivation and satisfaction...
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...62118 0/nm 1/n1 2/nm 3/nm 4/nm 5/nm 6/nm 7/nm 8/nm 9/nm 1990s 0th/pt 1st/p 1th/tc 2nd/p 2th/tc 3rd/p 3th/tc 4th/pt 5th/pt 6th/pt 7th/pt 8th/pt 9th/pt 0s/pt a A AA AAA Aachen/M aardvark/SM Aaren/M Aarhus/M Aarika/M Aaron/M AB aback abacus/SM abaft Abagael/M Abagail/M abalone/SM abandoner/M abandon/LGDRS abandonment/SM abase/LGDSR abasement/S abaser/M abashed/UY abashment/MS abash/SDLG abate/DSRLG abated/U abatement/MS abater/M abattoir/SM Abba/M Abbe/M abbé/S abbess/SM Abbey/M abbey/MS Abbie/M Abbi/M Abbot/M abbot/MS Abbott/M abbr abbrev abbreviated/UA abbreviates/A abbreviate/XDSNG abbreviating/A abbreviation/M Abbye/M Abby/M ABC/M Abdel/M abdicate/NGDSX abdication/M abdomen/SM abdominal/YS abduct/DGS abduction/SM abductor/SM Abdul/M ab/DY abeam Abelard/M Abel/M Abelson/M Abe/M Aberdeen/M Abernathy/M aberrant/YS aberrational aberration/SM abet/S abetted abetting abettor/SM Abeu/M abeyance/MS abeyant Abey/M abhorred abhorrence/MS abhorrent/Y abhorrer/M abhorring abhor/S abidance/MS abide/JGSR abider/M abiding/Y Abidjan/M Abie/M Abigael/M Abigail/M Abigale/M Abilene/M ability/IMES abjection/MS abjectness/SM abject/SGPDY abjuration/SM abjuratory abjurer/M abjure/ZGSRD ablate/VGNSDX ablation/M ablative/SY ablaze abler/E ables/E ablest able/U abloom ablution/MS Ab/M ABM/S abnegate/NGSDX abnegation/M Abner/M abnormality/SM abnormal/SY aboard ...
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