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Principles of Marketing - Philip Kotler

Setting propaganda tasks

First, you need to put in front of propaganda specific tasks. In 1966, the California Association of Winegrowers attracted a specialized firm on the organization of public opinion, "Daniel J. Edelman." To promote the development of programs designed to help address the two major marketing objectives of the company: 1) to convince Americans that the consumption of wine - one of the enjoyable activities, peculiar to good life, and 2) to raise the image and at the same time the market share of Californian wines from other varieties. Before the propaganda put the following objectives: 1) to prepare articles about the fault and ensure their publication in leading magazines and newspapers (in the sections on food products, in other permanent sections); 2) to prepare articles about the many medicinal properties of wine, to address these medical articles, and also 3) to develop a special promotional campaign for young adults market, student market, public institutions and the different ethnic communities. We have developed specific targets to then be able to assess the results achieved on the basis of tasks.

Selection of promotional applications and media

Then to promote specialist will need to determine what specific materials of interest should be educated about this product. Suppose that a relatively unknown college wants to achieve wider social recognition. Specialist advocacy will find relevant material that can be used for this purpose. Perhaps someone from the teachers unusual story, and maybe some of them are working on an unusual subject. Perhaps reading in college courses unusual. Perhaps its campus there are any interesting events. As a rule, as a result of searches reveal hundreds of topics that can be developed for the press. Selected materials should be of exactly the image that the college wants to create itself.

If the material is not enough to promote the professional can offer event management event character to which the college will act as a sponsor. In such cases, a specialist in propaganda is not looking for news, and he creates them. It is possible to put forward the idea of ​​a college major scientific meetings, inviting well-known speakers, press conferences device. Each such event - an opportunity to create a variety of different materials, aimed at very different audiences.

Arts development activities event character is particularly important to promote fundraising campaigns for non-profit organizations. Fundraisers created a huge repertoire of special events, such as the holding of celebrations of anniversaries, art exhibitions, auctions, charity evenings, tournaments on the game of bingo, sales books, sales of confectionery products, competitions, dance evenings, dinners, fairs, fashion shows, parties in unusual places, recording the evenings, sales of old things, trips and hikes. Hardly time to appear for some new event character event, say, the idea of ​​long pedestrian crossings, competitors immediately create many variants, such as the competition for the duration of the reading, cycling or jogging.