Chapters 12 and 13 - Public Relations and Advertising

HOW DO MARKETERS TARGET YOU?

The VALS Framework described in the textbook  segments U.S. adults into eight distinct types—or mindsets—using a specific set of psychological traits and key demographics that drive consumer behavior. Marketers use the information to target their advertising in a way that will reach you.

What type are you? Thinker? Achiever? Maker? Take the VALS Survey, and then compare the result to the brands you buy and how you think about yourself. Does the result seem valid to you? If so, can you think of any examples of techniques marketers use to reach your "type" specifically? Write about it as an alternative blog topic. 

PUBLIC RELATIONS:  We  viewed videos about Edward Bernays and about various aspects of public relations. We discussed greenwashing, pinkwashing, astroturfing, crisis management and celebrity image make-overs. 

ADVERTISING:  We viewed older TV and TV ads aimed at particular demographics. We discussed brands and . We discussed the VALS framework, which is an example of how advertisers target and respond to the demographics the clients want to reach. We discussed viral advertising and viewed examples from epipheo, a marketing company specializing in online/viral marketing.

 

FOR MONDAY: Read Chapter 14 - Media, complete workbook.

ALSO MONDAY: Re-turn in Annotated References with corrections. 

IN CLASS: Quiz 5 covering Chapter 12 - Public Relations and Chapter 13 - Advertising

Blog topic:  Propaganda in Advertising/PR (20)

 Look up “Propaganda techniques” on wikipedia.org, then find an advertisement online that uses at least two propaganda techniques. Explain what the techniques are and how they are used Add a link to the ad.

OR

Alternative - VALS framework. See above

OR

 Alternative - Evaluate a local business's online presence. Choose a local business (not a chain) such as a nail salon, dentist's office or Mom and Pop restaurant or coffee shop. Search the business in Google to find its website, Facebook page, Yelp reviews and anything else that comes up. How effective is the business's online presence? What suggestions would you make for improvement?