Fakhar Naveed, Author at Mass Communication Talk

Basic Concepts and Tools of Public Relations

January 16, 2013 No Comments

Explain in detail the basic concepts and tools of Public Relations. Basic Concepts and Tools of Public Relations: Public relations is usually confused with advertising, press agentry, propaganda, publicity, public affair if etc., but these are some of the tools used by the all absorbing discipline of public relations for achieving its objectives. A public relations campaign may include all or some of them but it is not confirmed to any one of the same. Some of the basic concepts and tools of public relations have been discussed in the following paragraphs: Publics In Public Relations the term ‘public.’ is used for those people or group of people who are directly or indirectly concerned with the organisation, use its services/products or benefit from jt in one form or another and/or affected by its policies/programmes. In other words it is a group or groups of people who are tied together by […]

Public Relations Code 968

Evolution and Growth of Public Relations

January 14, 2013 No Comments

Q.1 What is Public Relations? What do you know about evolution and growth of Public Relations. Public Relations: Public relations has assumed immense importance over the years. The importance of this vital and all embracing discipline can be gauged from the fact that the present information age is also called as the public relations age. As the very name suggests, public relations is a relationship, a liaison or a bridge between an organisation and its publics. International Encyclopaedia of Communication has defined the term public relations as the information activities and policies by which corporations and other organisations seek not only to create attitudes favourable to themselves and their work but also to counter adverse attitudes. According to New Webster’s Encyclopaedic Dictionary of the English Language, public relations is the art and techniques used to promote favourable public opinion. We are reproducing below definitions by some scholars and renowned […]

Advertising Code 967

Factors Influencing the Media Selection

January 9, 2013 No Comments

Elaborate the factors responsible for selection of media for advertising campaign? Factors Influencing the Media Selection: The problem of selection of the best medium or media for a particular advertiser will vary greatly, depending on the particular situation, circumstances and different other factors in which a person is conducting individual business. Media selection involves a basic understanding of the capabilities and costs of the major media. The problems which the advertising has to face in the selection of media are: Profile of the target market Coverage or exposure Frequency Continuity Impact Copy formulation Media cost and media availability. In addition to these problems there are a number of other major factors which influence the decision of the advertiser and therefore, the same must be considered while selecting the media. The most significant of these factors are: Objectives of the campaign Budget available Research concerning client The product Type of message […]

Advertising Code 967

Analyze The Various Steps Involved in An Advertising Campaign

January 7, 2013 No Comments

Analyze the various steps involved in an advertising campaign CAMPAIGN PLANNING: According to Wright et al. [18], there are seven basic and essential steps in planning: 1 . Approaching the Advertising Opportunity This appraisal involves the determination of the right timing; for a particular advertising campaign. Neil Borden [19] and Charles H. Patti [20] have identified five situations which could lend themselves to advertising opportunities: Presence of a favourable primary demand trend: If a product category is becoming favourite with consumers, then it is beneficial to advertise a particular brand of product in that category. For example, if coffee drinking is on the increase then a particular brand of coffee can take advantage of it Similarly, if the trend is towards small compact cars, then it is difficult to sell big gas- guzzling cars. Good chance for product differentiation: If the product that is the focus of […]

Advertising Code 967

Challenges and Prospects in Advertising in Pakistan

January 4, 2013 No Comments

Challenges and Prospects in Advertising in Pakistan: In advertising one has a diverse range of jobs to choose from, to suit one’s inclination, talent and personality. The choice of working in an organization that manufactures certain goods or provides certain services, to look after the advertising of these goods or services would demand a particular kind of skills and interests. One can choose to work in an organization that creates advertising and distributes advertisements through different media. In such an organization there is a wide variety of jobs calling for different types of skills and creativity. To make matters easier, one has to start with simple definitions. The manufacturer or provider of goods and services would be referred to at this stage as the advertiser or, may be, the marketing organization. The organization providing advertising services is the advertising agency. And advertising itself is the communication […]

Advertising Code 967

Techniques for Measuring the Effects of Advertising Campaign

January 3, 2013 No Comments

Discuss the various strategies and techniques for measuring advertising campaign. Techniques for Measuring the Effects of Advertising Campaign: There are many advertising campaign effectiveness measurement techniques in use. These techniques are divided into classes and then evaluated or measured. Classes of Measurement Techniques Advertising campaign effectiveness measurement techniques can be classified as measuring cognitive response, effective response and conative response. A cognitive response measurement technique evaluates changes in subject’s knowledge; an effective response measurement technique measures dhanges in consumer’s attitudes towards a product; and a conative response measurement determines the action that consumers take towards a product. Approach to Examining Measurement In selecting each measurement technique, two related questions or approaches must be considered. Does the measurement technique meet the criteria for measurement techniques i.e., is the technique accurate and valid? The advertiser must select a measurement technique that measures the particular element to be evaluated. The analysis of measurement […]