What does this picture say to you?
Do you think it is:
a) A real picture taken while the person was travelling?
b) A posed picture taken for effect?
c) A (archetypal) dream image?
d) Part of a movie?
What about this one?
Speculate/describe what is happening
here.
Where has this person come from?
What kind of movie do you think it is?
Terminator 1 - Arrival (HD)
Kyle Reese Arrival | The Terminator [Open Matte, Remastered]
When Kyle Reese is sent back in time
to protect Sarah Connor from the
Terminator, he arrives completely
naked, before picking up some clothes
after breaking into a department store
while on the run from police. There he
picks up??? in a fitting room.
One heck of a famous line…………
The Terminator - I'll be back
Arnie is most definitely a man of his word
Superman 2- Superman fights General Zod.wmv
How many product placements can you spot in this scene?
Defining Advertising/Publicity
Write down in a single short sentence
what advertising and publicity means
to you.
What other media exists apart from
films for advertising and publicity?
In those days, way back when
the TV was king………
Cadbury's Smash - For mash
get smash
Why the scene with the aliens (Martians) in
outer space?
What product exactly do you think is going
to be sold?
After watching - Why do you think the
jingle* works? (*a short slogan, verse, or tune
easily remembered, used frequently in advertising)
What else is memorable about the advert?
Old Spice | The Man Your
Man Could Smell Like
Before watching:
a) What do you think is being advertised?
b) What is the advert using to sell the product?
c) What values or ideas does the advert sell us apart
from the actual product?
d) Who is the advert appealing to?
After watching:
a) Did you like it? Would it convince you?
b) What, if anything, was impacting about it for you?
c) What else does the advert appeal to apart from the
actual product?
d) Is there anything which the advert might be
criticised for?
Always # Like a girl - what’s being advertised here?
Always #LikeAGirl
a) What’s the product being sold?
b) How do you think the company will
market them?
c) After seeing the advert, what’s interesting
about the campaign strategy?
d) What impact do you think the advert could
have and how does this approach make it
memorable and different from previous
publicity?
#LikeAGirl Ad - A game changer?
The Like A Girl ad featured girls of different ages acting out what it means to do something ‘like a girl’, in activities such as
running. Younger girls were seen to be running as fast and as hard as they could, nevertheless, despite these positive images of
their gender, older girls and women watching the clip still interpreted the phrase negatively.
The campaign aimed to show the stark contrast between the two age groups and redefine the phrase:”Like a girl”
P&G (the company marketing the product) claims that before the Like A Girl campaign ad aired only 19% of US girls aged
between 16 to 24 had a positive association with the phrase “like a girl.”
After watching the #LikeAGirl video, however, 76% said that they no longer view “like a girl” as an insult, and 8 out of 10 women
(81%) said the video can change the way people think of the stereotypes surrounding women’s physical abilities.
The research, compiled with a sample size of 1,300 American females aged 16 to 49 years old and 500 American males aged 16
to 49, also claims that two out of three men that have watched the ad no longer associate negativity with the phrase.
Brands that push gender stereotypes when creating products and communications aimed at girls could be putting off large
swathes (groups) buying from them for good, according to recent research compiled by Marketing Week.
It found that 39% of girls aged between 13 to 14 dislike princesses and anything pink, when engaging with brands.,
Now that the curse is over……………..
Girls just wanna have fun - period!
Hitting your target audience
Making the right impact to win
new customers
Whatever type of advertising a business chooses, the end goal of all advertisements is to influence the
behaviour of an intended target audience/customer.
While most people think that advertising is all about getting consumers to buy certain products, there are
numerous motivations behind advertising. Businesses and organisations will use ads to influence the opinion
of a target audience/customer or cultivate awareness towards specific issues.
Sometimes advertisements don't even mention a specific product; they simply attempt to forge a relationship
between consumers and a brand, such as the video ad from Always#LikeAGirl.
Just as advertisements vary in purpose, they're also diverse in style and form. Prior to (before) creating an ad,
advertisers will spend valuable time understanding the behaviour and interests of their target audience.
One of the most important insights (to get a deeper understanding of something) an advertiser can gain from
this research is how to develop a strategy for ad placement.
Publicity and Advertising - a feature of everyday life
Publicity is the phenomenon of increased awareness and coverage about a person, product or a service
through the media leading to increased or decreased sales and revenue depending upon the effect on the
potential customers.
It is mostly a way to project your company or a brand in front of the potential customer in a planned and
structured manner but publicity can be unplanned also and may lead to expected or unexpected outcomes.
Publicity generally gives the impression of being the authority of an independent voice.
It may turn out to be helpful in increasing the sales from the potential customers. Publicity is not restricted to
products or services only but can be attributed to politics, entertainment, arts, artists, documentaries and
many other walks of life.
The cost associated with publicity is usually less when compared to the other marketing activities like
promotion and advertising which cost sums of money for the people.
PR (Public relations) is the field which organizes the process of publicity in a controlled way.
Publicity Categories - Intentions and unintentional effects
Positive
Positive publicity reinforces and improves the brand image.
Positive publicity events are mostly planned beforehand to publicize
the product or service. A well developed Marketing strategy is key to
successful publicity and to reaching a wide audience.
Negative
Such publicity causes a loss to the company and can be a result of some
news or event which didn't result in the expected outcome.
If a person or company are in the news for wrong reasons then
the company’s reputation will be affected, there is a loss of earnings
and the company’s image is damaged. A good example is the case
mentioned in the next slide of Johnson and Johnson talcum powder.
is
Telling a Talc story - Johnson and Johnson - putting profits before people?
Johnson & Johnson faces push to force global ban on talc baby powder sales |
Pharmaceuticals industry | The Guardian
Johnson & Johnson (J&J) withdrew its talc-based baby powder from sale in the US and Canada in 2020, amid concerns
over alleged links to cancer. Sales of baby powder had dropped after US regulators detected carcinogenic chrysotile
fibres, a type of asbestos, in a sample.
The company is now facing more than 34,000 lawsuits including many from women who claim they used baby powder
and later developed ovarian cancer.
Other ways to look at Publicity
Planned Publicity
Publicists and PR teams plan publicity partnerships and link up through interviews, product placements (see the examples
below), and campaigns etc.
Unplanned Publicity
Sometimes publicity can happen without the company planning the same. It can be triggered through some news article or
something said in an interview. These days with social media, there is a lot of information available and many a time (often) we
hear that a certain thing has gone viral. There can be multiple triggers leading to publicity of a person, company or an event.
These can again be positive or negative.
Scene from Breaking Bad TV series
4 scenes from The Fight Club
Scene from Matrix Reloaded
Types of Publicity
Publicity can be of different types depending on the channels and methods used. Below are the few types:
1. News
News coverage can help a brand a lot in increasing awareness of a product or service.
2. Press Release
A press release published across various channels can again help in publicity.
PR (Public Relations) departments of organizations normally do timely press releases to inform about various offerings by a company.
3. Product Release
New Product Release(NPR) is an opportunity for an organization to do publicity. We see a lot of stalls in exhibitions and trade fairs where
people can see the brand or the product and form an impression. If they like it, they may buy it. Online, people can create a buzz on social
media through posts, images and videos.
Types of publicity (continued)
4. Emergency: In an emergency event, a company can publicise its product for publicity but they should be careful because as the
situation is one of an emergency it is very critical for the product to be perceived as beneficial to the public, else/otherwise it could
result in negative publicity for the organization.
5. Conferences: Events like conferences are frequently used by companies to do publicity around a product or a service.
Conferences can be used for publicity by organizations on some particular theme or topic. Conferences can be an advantageous way
to do publicity given that it is likely to receive favourable news coverage.
6. Offers: Various offers can be floated (to float an idea to see if it has traction/appeal) to publicise a product or a service.
7. Social Media: With the rise in internet and smartphones, social media has become one of the most obvious platforms for
publicity. Companies may do a planned publicity event or there can be many instances of publicity done by influencers,
fans/followers. This may again be positive or negative.
The Importance of Publicity
Publicity is essential in helping to gain awareness about a product, service or a person. It is
similar to Marketing however, Marketing focuses on selling the product rather than advertising it.
Marketing employs a “Go to Market” strategy or a GTM in order to be successful. A GTM can
prove to be critical in the success of brands especially in the initial phase of launching a product. If
the strategy is not planned effectively, a product often fails to take off. It is normal see a barrage of
publicity and spot ads take place during the first stages of the marketing of a brand or a product.
Advantages of Publicity
1. The overall cost of publicity is much less if it comes from an unsolicited newspaper source or if it
comes through social media, it often won’t cost a penny to the company or the cash outlay is
relatively minimal.
2. It ensures credibility as the consumers expect a significant level of bias or exaggeration in the
advertisements a company produces about its services or products. However, third-party sources,
such as blogs, online reviews and magazines are often considered less skewed (biased). This is
specifically true with regard to trusted sources, such as long-standing publication houses or wellregarded professional reviewers. Professional people and experts tend to rely on these sources
because they generally fact check their information before publishing it. Publicity from nonaffiliated parties can often seem more trustworthy in the eyes of your target audience.
3. Consistent publicity helps a company strengthen its brand as it gives a company a way to prove
its customers its worth.
4. Innovation is very important in increasing your reach (or market share) and building loyalty among the customers. If good reviews start
appearing from them for a brand, it will often capture the attention of other public relations firms or interested parties in the company.
5. It opens doors for more opportunities and helps build relationships with a higher number of prestigious, well known or reputable internet
companies.
6. It helps if you go viral. Ads don’t go viral based on their own publicity. Word of mouth or extensive exposure on social media like twitter,
facebook, youtube or Tik Tok often plays a crucial role in increasing success.Viral publicity is an excellent way of driving more business towards
a company.Trending on the internet is also a highly effective way to boost sales
Disadvantages of Publicity
1. Negative publicity can seriously damage brand equity (a product’s value) in the short and the long term. It is particularly
applicable for companies with health hazards and safety issues.
2. A brand’s reputation will often be tarnished (affected in an adverse way) by negative feedback and changing the customer’s
perception from then on will be an uphill struggle (difficult).
3. Loss of trust will automatically lead to a significant fall in revenue. If the impact of the publicity is extensive and sustained over
time, this can cause the company to fold, file for bankruptcy or be sold off to a buyer (another corporation which is usually bigger
Examples of publicity
1. When new movies are about to be released, we see a rise of publicity in the news about the movie and the stars cast in the leading
roles. There is a lot of social media activity associated with the movie cast, the crew and the storyline. The objective here is to make
publicity for the movie so that more people are aware of the release and go and watch the movie.
2. When a new car is launched on the market, we see the car in various trade events and exhibitions available for a test drive as well as
intensive spot advertising. This is also a way through which publicity is done as this may lead to increased activity on social media
about the car which is good for the brand.
Robbie Williams Robbie Willi
Ro1Zzk
Robbie Williams - Feel (Official Video) Smart Forfour Spot: Robbie Williams - Feel
Glossary of key words and phrases for writing/describing
jingle, campaign strategy, impact, approach, gender, stereotypes, brands, target
audience, influence behaviour/opinions, interests, motivations, brand image/type,
cultivate awareness, specific issues, consumers, forge a relationship, insights,
phenomenon, coverage, potential customer, expected/ unexpected outcomes,
form an impression, products and services, many walks of life, promotion, bias,
public relations,(a large/small) sum/amount of money, news/events, reputation,
lawsuit, go viral, to trigger, loss of earnings/income/revenue, (claim) damages,
press release/conference, launch a product/product launch, stalls, exhibitions,
beneficial, advantageous, to float, get traction, appeal, create a buzz, take off,
prestigious, loyalty, increase share/reach, to boost, hazards/dangers/pitfalls, cash
outlay, credibility, to tarnish/dent a reputation, uphill (battle/struggle), end goal,
barrage (of publicity), reputable/well-known/established/trustworthy/reliable /longstanding/ well-regarded (brands/firms)
Words from the texts in red on the slides which you will be tested and assessed on. You need to look them up for homework and
learn the meanings
List S1/S2
phenomenon, revenue, publicists, timely, beneficial, advantageous, coverage, launching/launched, to take off, target audience,
credibility, bias, well -regarded, rely on, trustworthy, loyalty, prestigious, to boost, hazards, perception, to fold, spot advertising
List S3/S4
phenomenon, revenue, outcomes, publicists, product placement, triggered, timely, stalls, perceived, beneficial, advantageous,
coverage, floated, traction/appeal, instances, launching/launched, to take off, a barrage, unsolicited, cash outlay, credibility, bias,
skewed, trusted sources, longstanding, well-regarded, rely on, trustworthy, target audience, loyalty, prestigious, reputable, to
boost, hazards, tarnished, perception, to fold, to be sold off, spot advertising
Expressions/Idioms
many walks of life, form an impression, many a time, create a buzz, gain awareness, won’t cost a penny, increasing your reach (or