Advertising and public relation

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ADVERTISING &

PUBLIC RELATION

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GROUP MEMBERS

ANEELA TARIQ 100ANUM KHAN 095FATIMA ATHAR 080RAI ZAMAN 061ASJAD AHMAD 065

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Advertising

A form of communication intended to persuade an audience to purchase or take some action upon products, ideas, or services.

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Advertising Objectives

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specific communication task and achievement level to be

accomplished

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Informative Advertising

Brand awarenessKnowledge of new products

Features

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Persuasive Advertising

Liking

Preference

Conviction

Purchase of a product or service

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Reminder Advertising

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DEVELOPING ADVERTISING STRATEGY

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Creating advertising message

Selecting advertising media

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CREATIVE ADVERTISING MESSAGE

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Consumer generated messages

Breaking through the clutter

Message execution

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SELECTING ADVERTISING MEDIA

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Deciding on Reach, Frequency & Impact

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Choosing major media types

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Selecting specific media vehicles

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Deciding on media timings

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EVALUATING ADVERTISING

EFFECTIVENESS

RETURN ON ADVERTISING INVESTMENT

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OTHER ADVERTISING CONSIDERATIONS

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•Organizing for Advertising

• International Advertising Decisions

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Organizing for Advertising

•Small Companies

•Large Companies

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Advertising Agency

A marketing services firm that assists companies in planning, repairing, implementing, and evaluating all or portions of their advertising programs.

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Advantages of Advertising Agency

•Low budget•Less employs

•Professional point of view

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•Mega Groups, Omni Groups•Largest U.S agency BBDO World

Wide

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International Advertising Decisions

Advantages•Lower advertising cost

•GGAC

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International Advertising Decisions

Disadvantages•Different country culture

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Public Relations

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Form of unpaid communication,

designed to generate a positive image of a

company in the market.

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Public Relations Tools

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News Speeches

Special Events Written Material

Audiovisual Material Corporate Identity Material

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Public Relations Objectives

Maintaining a rapport with the public

Generating repeat buyers

Maintaining long-term relationships with the clients

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Advertising vs.

Public Relations

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