4550:

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4550 Alternative Media I

• Professor Campbell
• 3/1/05

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Topics for the Day

• Packaging
• Product Placement
• Public Relations

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Packaging
Packaging is the activities of designing and
producing the container and/or wrapper for a
product.
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The Package has up to Three Levels

• Primary package
• the products immediate container
• Secondary package
• material that protects the primary package and is
  discarded when the product is about to be used
• Shipping package
• packaging necessary for storage, identification,
  or transportation

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Functions of Packaging

• Containment and protection
• Usage
• Channel cooperation
• Innovation
• Segmentation
• Communication
• Stopping power
• Identification
• Associations (e.g., image)

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Issues for Package Visibility

• Degree of shelf impact
• Impact and recall of specific design elements
• Distance at which the package can first be
  identified
• Angle at which the product can first be
  identified
• Speed with which the package can be identified
• Perceived package size
• Copy visibility and legibility

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Issues in Consumer Associations

• Perceived price point
• Perceived benefit
• Typicality
• Risk

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Decisions in Packaging

• Packaging Concept
• Define what the package should be or do for the
  product
• Set objectives
• Choose Packaging Elements
• Size
• Shape
• Materials
• Color
• Text
• Brand elements (logo, slogan, character, etc.)

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Need to Test Packaging

• Engineering tests
• Distributor tests
• Visual tests
• Stopping power
• Identification
• Communication tests
• Consumer attitudes

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Association-Building Activities

• PR
• Sponsorships
• Sports
• Special Event
• Cause-Related
• Corporate Image Advertising

• By-line Stories
• Books
• Celebrity Endorsements
• Seminars and Symposia
• Product Placements
• Awards
• Event booths and signs

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Product Placement

• Including a product or an ad for a product in a
  movie or TV show
• As part of a marketers marketing communication
  efforts, product placement is planned, and
  sometimes the marketer pays for the product
  inclusion

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Factors in Product Placement

• Modality
• Visual Appearance on the screen
• Influenced by number of appearances, style of
  camera shot, etc.
• Auditory/Verbal Mention in dialogue
• Influenced by context, frequency, emphasis placed
  on brand name, etc.
• Connection (between brand and plot) Degree to
  which the brand is integrated in the story
• Lower doesnt contribute much to plot or
  character
• Higher
• a major thematic element, major place in story
  line, builds the persona of a character

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Product Placement Effects
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Advantages
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Disadvantages
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Public Relations

• Any of a variety of programs designed to build
  awareness and the image of the company or
  product, generally through non-paid avenues

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Public Relations
The management function that evaluates public
attitudes, identifies the policies and procedures
of an organization with the public interest, and
executes a program of action (and communication)
to earn public understanding and acceptance.
Public Relations News
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Publicity
The generation of news about a person, product,
or company that appears in non-paid media.
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Publicity vs. Public Relations
Publicity
Short-term strategy Low marketer
control Originates from many sources Some
positive, some negative
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The Power of Publicity

• Highly credible
• Perceived as more objective
• Implicit endorsement by the medium
• Frequency of exposure
• Word-of-mouth value

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Target Markets for PR Activities

• Internal
• Employees
• Stockholders and investors
• Local community members
• Suppliers and customers
• External
• Media
• Educators
• Civic and business organizations
• Governments
• Financial groups
• Customers

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Press Kits

• Need to be
• Original
• Memorable
• Newsworthy
• Accurate
• Can help to
• Ensure accurate coverage
• Short-term and longer-term
• Create longer-lasting impressions
• Build relationships with reporters

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Public Relations/Publicity

• Advantages

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Public Relations/Publicity (cont.)

• Disadvantages
• No guarantees/risky
• Little control over timing
• Little control over continuity
• Lack of association
• Potential for lack of coordination with
  marketing
• Difficult to measure

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Thought for the Day
Public relations is a combination of management
and hope
Margaret C. Campbell
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Uses of PR

• Help the launch of a new (or updated)
  product/company
• Assist in repositioning
• Build up interest in a product category
• Help sustain current interest
• Influence decision makers and target groups
• Build the corporate image and maintain position
  within industry
• establish credibility
• Defend after problems

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In Short

• Product placement and PR are both planned efforts
  on the part of the marketer to build awareness
  and associations through non-marketing channels.