Strategic Communication 101: Advertising and Persuasion - Digital Advertising Search Display Social Programmatic

What This Is

Digital advertising is a crucial aspect of strategic communication, enabling organizations to reach and engage with their target audiences across various online platforms. Effective digital advertising can enhance an organization's reputation, build relationships, and drive business results. For instance, during the 1982 Tylenol tampering crisis, Johnson & Johnson's swift and transparent response, which included a nationwide recall and a comprehensive crisis communication plan, helped to restore public trust and maintain the brand's reputation.

Key Theories & Models

• Image Repair Theory (Benoit): This theory provides a framework for organizations to repair their image after a crisis or negative publicity. The five strategies include denial, evasion, reducing offensiveness, corrective action, and mortification. Strategic implication: Choose the most effective strategy based on the severity of the crisis and the available evidence.
• PESO Model: The PESO model categorizes media into four categories: Paid (advertising), Earned (media coverage), Shared (user-generated content), and Owned (company-controlled content). Strategic implication: Plan integrated campaigns that leverage all four categories to maximize reach and engagement.
• Attention, Interest, Desire, Action (AIDA) Model: This model outlines the stages of the consumer decision-making process. Strategic implication: Develop advertising campaigns that effectively capture attention, generate interest, create desire, and drive action.
• The 4 Ps of Marketing (Product, Price, Promotion, Place): This model provides a framework for understanding the key elements of a marketing mix. Strategic implication: Develop digital advertising campaigns that align with the organization's product, pricing, promotion, and distribution strategies.
• The 5 Ws (Who, What, When, Where, Why): This model provides a framework for understanding the key elements of a story. Strategic implication: Develop compelling narratives that answer the 5 Ws and engage the target audience.
• The 6 Ps of Public Relations (Publics, Purpose, Principles, Policies, Programs, Performance): This model provides a framework for understanding the key elements of public relations. Strategic implication: Develop public relations campaigns that align with the organization's publics, purpose, principles, policies, programs, and performance goals.
• The 7 Ps of Integrated Marketing Communications (Product, Price, Promotion, Place, People, Process, Physical Evidence): This model provides a framework for understanding the key elements of integrated marketing communications. Strategic implication: Develop integrated marketing campaigns that align with the organization's product, pricing, promotion, distribution, people, process, and physical evidence strategies.
• The 8 Ps of Digital Marketing (Product, Price, Promotion, Place, People, Process, Physical Evidence, Performance): This model provides a framework for understanding the key elements of digital marketing. Strategic implication: Develop digital marketing campaigns that align with the organization's product, pricing, promotion, distribution, people, process, physical evidence, and performance goals.
• The 9 Ps of Social Media Marketing (Product, Price, Promotion, Place, People, Process, Physical Evidence, Performance, Partnerships): This model provides a framework for understanding the key elements of social media marketing. Strategic implication: Develop social media campaigns that align with the organization's product, pricing, promotion, distribution, people, process, physical evidence, performance, and partnership strategies.
• The 10 Ps of Content Marketing (Product, Price, Promotion, Place, People, Process, Physical Evidence, Performance, Partnerships, Purpose): This model provides a framework for understanding the key elements of content marketing. Strategic implication: Develop content marketing campaigns that align with the organization's product, pricing, promotion, distribution, people, process, physical evidence, performance, partnerships, and purpose goals.

Step-by-Step Application

1. Conduct a Situation Analysis: Assess the organization's current situation, including its strengths, weaknesses, opportunities, and threats.
2. Develop a Digital Advertising Strategy: Based on the situation analysis, develop a digital advertising strategy that aligns with the organization's goals and objectives.
3. Create a Content Calendar: Plan and schedule content across various digital platforms, including social media, email, and search engine optimization (SEO).
4. Measure and Evaluate Campaign Performance: Use metrics such as click-through rates, conversion rates, and return on investment (ROI) to measure and evaluate campaign performance.
5. Optimize and Refine the Campaign: Based on the results of the campaign, optimize and refine the digital advertising strategy to improve performance and achieve the organization's goals.

Common Misconceptions

• Misconception: "Digital advertising is just about clicks and impressions."
• Correction: Digital advertising is about driving meaningful interactions and conversions that align with the organization's goals and objectives.
• Misconception: "Social media is just for customer service."
• Correction: Social media is a powerful platform for building brand awareness, generating leads, and driving sales.
• Misconception: "SEO is just about keywords."
• Correction: SEO is about creating high-quality, relevant content that meets the needs of the target audience and aligns with the organization's goals and objectives.

Exam / Accreditation Tips

• Case-study prompts: Be prepared to analyze and develop digital advertising campaigns for various organizations and scenarios.
• Tricky distinctions: Understand the differences between outputs, outcomes, and outtakes, as well as the distinctions between CSR and shared value.
• Strategic thinking: Demonstrate strategic thinking by developing digital advertising campaigns that align with the organization's goals and objectives.

Quick Practice Scenario

Scenario: Your company's CEO is caught on video making an offensive remark. Outline the first three steps your crisis communication team should take.

Answer: 1. Acknowledge the issue and apologize for the CEO's behavior. 2. Provide context and explain the actions being taken to prevent similar incidents in the future. 3. Offer a clear plan for how the organization will move forward and rebuild trust with stakeholders.

Rationale: This response is grounded in the Image Repair Theory, which provides a framework for organizations to repair their image after a crisis or negative publicity.

Last-Minute Cram Sheet

• Key models:
• AIDA Model
• PESO Model
• 4 Ps of Marketing
• 5 Ws
• 6 Ps of Public Relations
• 7 Ps of Integrated Marketing Communications
• 8 Ps of Digital Marketing
• 9 Ps of Social Media Marketing
• 10 Ps of Content Marketing
• Acronyms:
• SEO (Search Engine Optimization)
• ROI (Return on Investment)
• CSR (Corporate Social Responsibility)
• PR (Public Relations)
• Ethical codes:
• AP Stylebook
• PRSA Code of Ethics
• IABC Code of Ethics
• Advertising rules:
• Truth-in-Advertising Act
• Federal Trade Commission (FTC) guidelines