This page has been robot translated, sorry for typos if any. Original content here.

Marketing Basics - Kotler Philip

Setting objectives for propaganda

First of all, it is necessary to set specific tasks for propaganda. In 1966, the California Association of Winegrowers brought in Daniel J. Edelman, a specialized public opinion organization, to develop a propaganda program designed to help address two of the firm’s main marketing challenges: 1) convincing Americans that wine consumption is one of the good things to do life, and 2) to raise the image, and at the same time, the market share of California wines among other varieties. The following tasks were set for propaganda: 1) to prepare articles on wine and ensure their publication in leading magazines and newspapers (in sections devoted to food products, in other permanent sections); 2) to prepare articles on the many healing properties of wine, by addressing these articles to doctors, and also 3) to develop a special propaganda campaign for the adult youth market, the student market, government agencies and various ethnic communities. Based on the tasks set, we developed specific goals in order to subsequently be able to evaluate the results achieved.

The choice of propaganda messages and their carriers

Then, the propaganda specialist will need to determine in which interesting materials it is necessary to talk about the product. Suppose a relatively unknown college wants to achieve wider public recognition. The propaganda specialist will have to find the appropriate materials that can be used for this purpose. Perhaps one of the teachers has an unusual story, or maybe some of them are working on an unusual topic. Perhaps in college they give unusual courses. Perhaps some interesting events are taking place in his campus. As a rule, as a result of searches, hundreds of topics are discovered that can be developed for the press. The selected materials should represent exactly the image that the college wants to create for itself.

If there are not enough materials, the propaganda specialist may propose events that will allow the college to act as a sponsor. In such cases, the propaganda specialist does not seek news, but creates it himself. You can put forward the idea of ​​holding a major scientific meeting in college, inviting famous speakers, arranging press conferences. Each such event is an opportunity to create many different materials aimed at a variety of audiences.

The art of developing event-driven events is especially important for promoting fundraising campaigns for nonprofits. Donation collectors have created a huge repertoire of special events such as celebrations, art exhibitions, auctions, charity evenings, bingo tournaments, book sales, confectionery sales, competitions, dance evenings, dinners, fairs, fashion shows, parties in unusual places, evenings, recordings, sales of old things, trips and hikes. As soon as a new event of an eventual nature appears, say, the idea of ​​long pedestrian crossings, competitors immediately create many of its options, such as competitions for the duration of reading, cycling or jogging.