Respond: week 5 discussion–public relations and advertising

This week’s readings in the Learning Resources on advertising provide examples of both good and ineffective ad campaigns. Please answer the following prompts regarding advertising and public relations:

A) Post a link to one of your favorite ads and in short essay format, answer the following questions:  Does it persuade you? How? Why do you like it? Is there anything problematic about the ad? Also included a link to an ineffective ad, providing evidence that the ad campaign failed (cite your source in proper APA or MLA format). In your summary, explain (in your opinion) why one ad succeeds and the other fails.

B) After reading this week’s Learning Resources, provide an example,(other than those listed in the readings) where public relations campaigns have been effective or ineffective, and provide a link to information about that example.  Answer, in short answer format, why was the campaign successful or unsuccessful? Provide a link to the example.  

Advertising as Culture

Read the introduction and chapter 1. This source is a good reference for research on advertising effects on culture.

http://ezproxy.umuc.edu/login?url=http://site.ebrary.com/lib/umuc/docDetail.action?docID=10651467

A Dictionary of Marketing: Advertising

Read this short article on advertising.

http://ezproxy.umuc.edu/login?url=http://www.oxfordreference.com/view/10.1093/acref/9780199590230.001.0001/acref-9780199590230-e-0046

Encyclopedia of Major Marketing Campaigns: Toyota Motor Sales, USA, Inc.

Read this article for a behind-the-scenes discussion of advertising campaigns by Toyota in the United States.

http://ezproxy.umuc.edu/login?url=http://go.galegroup.com/ps/i.do?id=GALE%7CCX3446600281&v=2.1&u=umd_umuc&it=r&p=GVRL&sw=w&asid=3f27b203d413553ad80e37c68d0b6761

21st Century Communication: A Reference Handbook: Chapter 76: History and Concepts of Public Relations

Read this for a thorough discussion of public relations.

http://ezproxy.umuc.edu/login?url=http://dx.doi.org/10.4135/9781412964005.n76

21st Century Communication: A Reference Handbook: Chapter 77: Theories and Effects of Public Relations

This is a discussion of theories and effects of public relations, and how the public sometimes misunderstands the theories.

http://ezproxy.umuc.edu/login?url=http://dx.doi.org/10.4135/9781412964005.n77

21st Century Communication: A Reference Handbook: Chapter 79: Ethics in Public Relations

Read this to find out about ethics in public relations as explored in several case studies.

http://ezproxy.umuc.edu/login?url=http://dx.doi.org/10.4135/9781412964005.n79

21st Century Communication: A Reference Handbook: Chapter 80: Issues Management

This reading covers issues management, including a history and strategies.

http://ezproxy.umuc.edu/login?url=http://dx.doi.org/10.4135/9781412964005.n80

21st Century Communication: A Reference Handbook: Chapter 89: Media Planning for Advertising Campaigns

This reading explains the importance of media planning for advertising campaigns.

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21st Century Communication: A Reference Handbook: Chapter 91: Social Marketing Campaigns

Read this to find out about social marketing campaigns. The reading includes references for further research.

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