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

PR)PR)

IABC International Conference Washington D.C. IABC International Conference Washington D.C. June 27 2005June 27 2005

Clarke L. Caywood, Ph.D.Clarke L. Caywood, Ph.D.Integrated Marketing Communications, Medill School Integrated Marketing Communications, Medill School

Northwestern UniversityNorthwestern UniversityTalk posted to: Talk posted to:

www.medill.northwestern.edu/faculty/caywoodwww.medill.northwestern.edu/faculty/caywood

With an IMC approach we With an IMC approach we celebrate our relationships celebrate our relationships withwith

Direct marketingDirect marketing

PromotionsPromotions

Sales andSales and

AdvertisingAdvertising

However, what can PR preserve and However, what can PR preserve and protect to avoid the crisis management protect to avoid the crisis management model?model?

What ads or marketing What ads or marketing messages have messages have offended you and/or offended you and/or damaged your damaged your corporate brand corporate brand lately?lately?• www.ifilm.comwww.ifilm.com current videos clip of current videos clip of the daythe day

• www.visit4info.comwww.visit4info.com 20,000 ads 20,000 ads

Roll film….Roll film….

““What were they What were they thinking…?”thinking…?”

• Gratuitous sex – Paris Hilton Carl Jr. Gratuitous sex – Paris Hilton Carl Jr. www.ifilm.comwww.ifilm.com

• Gratuitous violence – Shooting your Gratuitous violence – Shooting your husband in his new car husband in his new car www.visit4info.comwww.visit4info.com

• Insulting your customer – can’t see, Insulting your customer – can’t see, racist and a bit goofyracist and a bit goofy

““What were they thinking..2?”What were they thinking..2?”

•Threatening your customer – Threatening your customer – consult us or eat dog food!consult us or eat dog food!

•Sophomoric Humor – mud Sophomoric Humor – mud wrestling beer drinkers and wrestling beer drinkers and now sound laugh tracksnow sound laugh tracks

•Bad imitations of movie Bad imitations of movie scenes and animal abuse scenes and animal abuse

•Negatively stereo-type - Negatively stereo-type - What do Wisconsin farmer’s What do Wisconsin farmer’s sound like on radio?sound like on radio?

““What were they What were they thinking…?”thinking…?”

•Repeating the mistakes of Repeating the mistakes of history – celebrating the history – celebrating the Titanic’s sinking – if only they Titanic’s sinking – if only they had Comsathad Comsat

•Alienating the elderly – old Alienating the elderly – old men are lecherous and old men are lecherous and old women are stupidwomen are stupid

ResearchResearch• Unintended Messages to Unintended Unintended Messages to Unintended

Audiences: the advertising Veep “no Audiences: the advertising Veep “no we didn’t intend that…”we didn’t intend that…”– Langhrer and CaywoodLanghrer and Caywood

• Visible Risk Industries - Visible Risk Industries - food; targeting food; targeting children, elderly, race, sexes; environment; children, elderly, race, sexes; environment;

pharmaceuticals, sin products…pharmaceuticals, sin products… – CaywoodCaywood

• New methods, Panels, Blogs and Images New methods, Panels, Blogs and Images - - Caywood and HammondCaywood and Hammond

Classic Cases of Classic Cases of Unintended MessagesUnintended Messages

• PowerMeister Beer - HeilmanPowerMeister Beer - Heilman• Promotions: Grinning Black Man with Promotions: Grinning Black Man with

gold tooth art -Toyotagold tooth art -Toyota• ““Woman can’t play football.” Woman can’t play football.”

– Former NU football coach at CU-Boulder Former NU football coach at CU-Boulder

• ““Does this dress make me look fat?” Does this dress make me look fat?” “Huh?, oh I suppose so………………….” -“Huh?, oh I suppose so………………….” -EverymanEveryman

• Gratuitous violence and sex totally Gratuitous violence and sex totally unrelated to the product or service. - unrelated to the product or service. - EveryagencyEveryagency

““Non-Statistical Brand Non-Statistical Brand Message Management”Message Management”

•Directional Management where Directional Management where one ad and even one member of one ad and even one member of the audience can spell troublethe audience can spell trouble

•Unintended message for an Unintended message for an unintended audienceunintended audience

•The trouble with mass mediaThe trouble with mass media– Audiences are not geographicAudiences are not geographic– Global lessons for local messagesGlobal lessons for local messages

Message Management not Message Management not just creationjust creation

• Is the message integrated and Is the message integrated and intelligently consistent - The Hill and intelligently consistent - The Hill and MilwaukeeMilwaukee

• Has the message been tested forHas the message been tested for– Sales and desired outcomesSales and desired outcomes– Alienation of Affection – share of heart Alienation of Affection – share of heart – Unintended consequencesUnintended consequences

• Tracking of message impact with new Tracking of message impact with new media metrics (Biz360, PRtrak, media metrics (Biz360, PRtrak, Multivision, Cymphony, etc.)Multivision, Cymphony, etc.)

BrandsBrands• The brand belongs to and is The brand belongs to and is

defined by the stakeholder’s and defined by the stakeholder’s and customer’s relationship with the customer’s relationship with the product/service and product/service and organization.organization.

• Advertising manages the product Advertising manages the product and service brands from the and service brands from the SBU’sSBU’s

BrandsBrands

• Public Relations manages the Public Relations manages the corporate brand corporate brand

• Where the name of the Where the name of the organization is the name of the organization is the name of the product or service both must product or service both must manage the brand.manage the brand.

Can we strategically Can we strategically anticipate the ads that get anticipate the ads that get our brands into trouble? our brands into trouble? Sure…Sure…• Issues managementIssues management• Pre-crisis managementPre-crisis management• Risk AnalysisRisk Analysis• TOWS not SWOT AnalysisTOWS not SWOT Analysis• Broad reading and scanning of Broad reading and scanning of

changing cultures and a sense of changing cultures and a sense of history for political correctnesshistory for political correctness

• New tools for message New tools for message management testing.management testing.

Tool 1: Deliberately Biased Tool 1: Deliberately Biased PanelPanel

• Negative Focus Group or Consumer PanelNegative Focus Group or Consumer Panel

• Convenience sample of articulate people Convenience sample of articulate people representing a point of viewrepresenting a point of view

• Screen for street smarts on issue and Screen for street smarts on issue and communitycommunity

• Request non-disclosure but establish sense Request non-disclosure but establish sense of cooperationof cooperation

• Remember risk of leakageRemember risk of leakage

Tool 2: Blog Watchers from Tool 2: Blog Watchers from DevLab at Northwestern DevLab at Northwestern Univ.Univ.• Continuously running panel biased Continuously running panel biased

(from negative to positive) (from negative to positive) stakeholdersstakeholders

• Anime and the InternetAnime and the Internet

• Tap into extreme blogs (at the Tap into extreme blogs (at the positive and at the negative ends positive and at the negative ends of the issue)of the issue)

• Choose concepts, words for Choose concepts, words for trackingtracking

• Highly visual and impactHighly visual and impact

DevLab Blog WatcherDevLab Blog Watcher

NegativeNegative IssuesIssues PositivePositive

1 and 2 GMOs1 and 2 GMOs 1 and 1 and 22

Tool 3:Tool 3:

Tool 3: Testing your CEO’s Tool 3: Testing your CEO’s speech…speech…

• SemioticsSemiotics– Signs and symbolsSigns and symbols– WordsWords

• Google Image SearchGoogle Image Search• Devlab Technology ImaginationDevlab Technology Imagination

– 8 monitors8 monitors– Constantly searching for images Constantly searching for images

that represent the words spokenthat represent the words spoken

• Did you really want people to Did you really want people to think about that?think about that?

DevLab ImaginationDevLab Imagination

Recommendations:Recommendations:

•Form integrated Form integrated communication strategy and communication strategy and tactics with an IMC teamtactics with an IMC team

•Build case studies in your Build case studies in your industry of messages gone industry of messages gone awryawry

•Establish a crisis Establish a crisis management process for management process for message managementmessage management

RecommendationsRecommendations• Consider using new toolsConsider using new tools

– “ “deliberately biased paneldeliberately biased panel– Blog Watching ModelBlog Watching Model– New Media Metric tracking toolsNew Media Metric tracking tools– Imagination Testing for Speeches Imagination Testing for Speeches

and other messagesand other messages

• Form a lasting and integrated Form a lasting and integrated relationship with advertising to relationship with advertising to protect and preserve the protect and preserve the corporate and product brandscorporate and product brands

ContactContact•Clarke L. Caywood, Ph.D.Clarke L. Caywood, Ph.D.• cc-caywood@northwestern.edu-caywood@northwestern.edu

• www.medill.northwestern.edu/faculty/caywww.medill.northwestern.edu/faculty/caywoodwood

• www.medill.northwestern.edu/imcwww.medill.northwestern.edu/imc

• www.medill.northwestern.edu/jimcwww.medill.northwestern.edu/jimc