Clarke Caywood T21

The Rise of Advertising and the Rise of PR: The Future of Advertising (with a little help from PR): 

The Rise of Advertising and the Rise of PR: The Future of Advertising (with a little help from PR) IABC International Conference Washington D.C. June 27 2005 Clarke L. Caywood, Ph.D. Integrated Marketing Communications, Medill School Northwestern University Talk posted to: www.medill.northwestern.edu/faculty/caywood

With an IMC approach we celebrate our relationships with: 

With an IMC approach we celebrate our relationships with Direct marketing Promotions Sales and Advertising However, what can PR preserve and protect to avoid the crisis management model?

What ads or marketing messages have offended you and/or damaged your corporate brand lately?: 

What ads or marketing messages have offended you and/or damaged your corporate brand lately? www.ifilm.com current videos clip of the day www.visit4info.com 20,000 ads

Roll film….: 

Roll film….

“What were they thinking…?”: 

“What were they thinking…?” Gratuitous sex – Paris Hilton Carl Jr. www.ifilm.com Gratuitous violence – Shooting your husband in his new car www.visit4info.com Insulting your customer – can’t see, racist and a bit goofy

“What were they thinking..2?”: 

“What were they thinking..2?” Threatening your customer – consult us or eat dog food! Sophomoric Humor – mud wrestling beer drinkers and now sound laugh tracks Bad imitations of movie scenes and animal abuse Negatively stereo-type - What do Wisconsin farmer’s sound like on radio?

“What were they thinking…?”: 

“What were they thinking…?” Repeating the mistakes of history – celebrating the Titanic’s sinking – if only they had Comsat Alienating the elderly – old men are lecherous and old women are stupid

Research: 

Research Unintended Messages to Unintended Audiences: the advertising Veep “no we didn’t intend that…” Langhrer and Caywood Visible Risk Industries - food; targeting children, elderly, race, sexes; environment; pharmaceuticals, sin products… Caywood New methods, Panels, Blogs and Images - Caywood and Hammond

Classic Cases of Unintended Messages: 

Classic Cases of Unintended Messages PowerMeister Beer - Heilman Promotions: Grinning Black Man with gold tooth art -Toyota “Woman can’t play football.” Former NU football coach at CU-Boulder “Does this dress make me look fat?” “Huh?, oh I suppose so………………….” -Everyman Gratuitous violence and sex totally unrelated to the product or service. - Everyagency

“Non-Statistical Brand Message Management”: 

“Non-Statistical Brand Message Management” Directional Management where one ad and even one member of the audience can spell trouble Unintended message for an unintended audience The trouble with mass media Audiences are not geographic Global lessons for local messages

Message Management not just creation: 

Message Management not just creation Is the message integrated and intelligently consistent - The Hill and Milwaukee Has the message been tested for Sales and desired outcomes Alienation of Affection – share of heart Unintended consequences Tracking of message impact with new media metrics (Biz360, PRtrak, Multivision, Cymphony, etc.)

Brands: 

Brands The brand belongs to and is defined by the stakeholder’s and customer’s relationship with the product/service and organization. Advertising manages the product and service brands from the SBU’s

Brands: 

Brands Public Relations manages the corporate brand Where the name of the organization is the name of the product or service both must manage the brand.

Can we strategically anticipate the ads that get our brands into trouble? Sure…: 

Can we strategically anticipate the ads that get our brands into trouble? Sure… Issues management Pre-crisis management Risk Analysis TOWS not SWOT Analysis Broad reading and scanning of changing cultures and a sense of history for political correctness New tools for message management testing.

Tool 1: Deliberately Biased Panel: 

Tool 1: Deliberately Biased Panel Negative Focus Group or Consumer Panel Convenience sample of articulate people representing a point of view Screen for street smarts on issue and community Request non-disclosure but establish sense of cooperation Remember risk of leakage

Tool 2: Blog Watchers from DevLab at Northwestern Univ.: 

Tool 2: Blog Watchers from DevLab at Northwestern Univ. Continuously running panel biased (from negative to positive) stakeholders Anime and the Internet Tap into extreme blogs (at the positive and at the negative ends of the issue) Choose concepts, words for tracking Highly visual and impact

DevLab Blog Watcher: 

DevLab Blog Watcher Negative Issues Positive 1 and 2 GMOs 1 and 2

Tool 3:: 

Tool 3:

Tool 3: Testing your CEO’s speech…: 

Tool 3: Testing your CEO’s speech… Semiotics Signs and symbols Words Google Image Search Devlab Technology Imagination 8 monitors Constantly searching for images that represent the words spoken Did you really want people to think about that?

DevLab Imagination: 

DevLab Imagination

Recommendations:: 

Recommendations: Form integrated communication strategy and tactics with an IMC team Build case studies in your industry of messages gone awry Establish a crisis management process for message management

Recommendations: 

Recommendations Consider using new tools “deliberately biased panel Blog Watching Model New Media Metric tracking tools Imagination Testing for Speeches and other messages Form a lasting and integrated relationship with advertising to protect and preserve the corporate and product brands

Contact: 

Contact Clarke L. Caywood, Ph.D. c-caywood@northwestern.edu www.medill.northwestern.edu/faculty/caywood www.medill.northwestern.edu/imc www.medill.northwestern.edu/jimc