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CM202
Unit 6
Public Relations and Advertising
SA
Public Relations Services
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
11.
12.
13.
14.
Community relations
Counseling
Fund raising
Employees
Financial
Government
Industry
Issues
Media
Marketing
Minority
Public affairs
Special interests
Research
Advertising – Positives
Supports economy
Introduces new products
Provides information for decision
making
Democratic way
Improves standard of living
Advertising - Negative
Intrusive
Deceptive
Exploits children
Corrupts culture
VALS: (consumer indicators)
• Actualizers – thinkers, resist manipulation
• Fulfilleds – respect authority, serious,
conservative
• Believers – traditional, ignore flash + style
• Achievers – success seeker, work hard to
pay for symbols
• Strivers – want to simplify, want direct
approach in ads
• Experiencers – trendy, demanding, self
centered
• Makers – self sufficient, hard working
• Strugglers – cautious, suspicious, limited
money
Are most commercials
pufferies (small lies to
enhance the message)
or lies?
If we didn’t have
advertising, how would
we find out about new
products and ideas?