Ad Nd Pub Relation

7/30/2019 Ad Nd Pub Relation

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Chapter Objectives

Advertising and

Public Relations

CHAPT

ER

16

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2

4 7

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Identify the three major

advertising objectives and

the two basic categories of

advertising.

List the major advertising

strategies.

Describe the process of

creating an advertisement.

Identify the major types

of advertising appeals and

discuss their uses.

List and compare themajor advertising media.

Outline the organization

of the advertising

function and the role of

an advertising agency.

Explain the roles of cross-

promotion, public

relations, publicity, and

ethics in an organizations

promotional strategy.

Explain how marketers

assess promotional

effectiveness.

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CHAPTER 16 Advertising and Public Relations

ADVERTISING

Advertising Paid, nonpersonal communicationthrough various media about a business firm, not-for-

profit organization, product, or idea by a sponsor identified

in a message that is intended to inform or persuade

members of a particular audience.

TYPES OF ADVERTISING

Product advertising Nonpersonal selling of a particular

good or service.

Institutional advertising Promotion of a concept, an

idea, a philosophy, or the goodwill of an industry,company, organization, person, geographic location, or

government agency.


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OBJECTIVES OF ADVERTISING

Informative advertising Promotion that seeks to develop initial demand

for a good, service, organization, person, place, idea, or cause.

Persuasive advertising Promotion that attempts to increase demand for an

existing good, service, organization, person, place, idea, or cause.

Reminder advertising Advertising that reinforces previous promotional

activity by keeping the name of a good, service, organization, person, place,idea, or cause before the public.

Advertisers coordinate advertising objectives with the products stage in

the product life cycle.


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ADVERTISING STRATEGIES

Advertising is a means of bringing buyers and sellers together.

Marketers often combine several strategies to meet their objectives.

COMPARATIVE ADVERTISING

Comparative advertising Advertising strategy that emphasizes messages

with direct or indirect promotional comparisons between competing brands.

Market leaders seldom acknowledge competing brands.

CELEBRITY TESTIMONIALS

Use of celebrity spokespeople for products.

Can build brand equity but can hurt brand if celebrity is hit by scandal.


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RETAIL ADVERTISING

Includes all advertising by retail stores that sell goods or services directly

to the consuming public.

Cooperative advertising Strategy in which a retailer shares advertising

costs with a manufacturer or wholesaler.

INTERACTIVE ADVERTISING

Involves two-way promotional messages transmitted through

communication channels that induce message recipients to participate

actively in the promotional effort.

Changes balance between marketers and consumers.


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ADVERTISING MESSAGES

Advertising campaign Series of different but related ads that use a singletheme and appear in different media within a specified time period.

ADVERTISING APPEALS

Appeals can provide information or appeal to emotion.

Fear appealsimply or state that incorrect buying decisions could lead to

bad consequences.

Humor seeks to create positive mood related to good or service.

Ads based on sex can be attention-getting, but they boost recall only if the

appeal is appropriate to the type of product.


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DEVELOPING AND PREPARING ADS

Goals:

Gain attention.

Inform and/or persuade.

Lead to purchase or other desired action.

After idea conception, ad must be refined from roughsketch to finished layout.

CREATING INTERACTIVE ADS

Lively, engaging content.

Use of advertising in games, or advergames.

Banners are the most common form of online advertisement.

Use of pop-ups is declining; adware seen as disreputable.


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MEDIA SELECTION

Broadcast Television

Cable Television

Radio

Newspaper

Direct Mail

Magazines- Consumer/Business

Outdoor

Internet


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MEDIA SCHEDULING

After selecting media, marketers determine the most effective timing andsequence for a series of advertisements.

Influenced by seasonal sales patterns, repurchase cycles, and competitors

activities.

Measure effectiveness in three ways: Reachthe number of people exposed to an advertisement.

Frequencythe number of times an individual is exposed to an

advertisement. Minimum of three exposures is recommended.

Gross rating pointthe product of the reach times the frequency.


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ORGANIZATION OF THE ADVERTISING

FUNCTION

Organizational arrangements vary from company to company.

Usually organized as a staff department reporting to a vice president of

marketing.

Major tasks include include advertising research, design, copywriting,media analysis, and in some cases, sales and trade promotion.

ADVERTISING AGENCIES

Advertising agency Firm whose marketing specialists help advertisers

plan and prepare advertisements.

May offer creativity and objectivity that is difficult to maintain in an

internal department.


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PUBLIC RELATIONS

Firms communications and relationships with its various publics,including customers, employees, stockholders, suppliers, and government

agencies.

Serves broad objectives by enhancing prestige and image of all parts of the

organization.

PR department is link between the firm and the media.

Nonmarketing public relationsa companys messages about general

management issues.

Marketing public relations (MPR)narrowly focused public relations

activities that directly support marketing goals.

Publicity Nonpersonal stimulation of demand for a good, service, place,

idea, person, or organization by unpaid placement of significant news

regarding the product in a print or broadcast medium.


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CROSS-PROMOTION

Cross-promotion Promotional technique in which marketing partnersshare the cost of a promotional campaign that meets their mutual needs.

Provide greater benefits in return for both partners.

Example: Cingular Wireless promoting artists such as Coldplay, Gwen

Stefani, and Alicia Keys. Cingular sells more ringtones because it features these artists.

Artists gain greater exposure.

C
http://www.cingular.com/learn/ringtones-downloads/tones-graphics/ringtones.jsphttp://www.cingular.com/learn/ringtones-downloads/tones-graphics/ringtones.jsp


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MEASURING PROMOTIONAL EFFECTIVENESS

Promotional prices vary widely.

Because of expense, advertising professionals must demonstrate how

promotional programs contribute to increased sales and profits.

MEASURING ADVERTISING EFFECTIVENESS

Media researchassesses how well particular medium delivers message,

where and when to place the message, and the size of the audience.

Message researchtests consumer reactions to an advertisements creative

message.

Pretestingassessing an advertisements likely effectiveness before it iscompleted.

Posttestingassessing advertisements effectiveness after it

has appeared.

CHAPTER 16 Ad ti i d P bli R l ti


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MEASURING PUBLIC-RELATIONS

EFFECTIVENESS

Count media placements, conducting public opinion polls.

Conduct focus groups, interview opinion leaders,

before-and-after polls.

EVALUATING INTERACTIVE MEDIA

Hitsuser requests for a file.

Impressionsnumber of times a viewer sees an ad.

Click-throughsuser clicks ad for more information.

View-throughmeasure response over time.

CHAPTER 16 Ad ti i d P bli R l ti


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ETHICS IN NONPERSONAL SELLING

ADVERTISING ETHICS Advertising to children, advertising alcohol, and the use of

cookies on Web sites are all areas of ethical controversy.

Pufferyexaggerated claims of a products superiority or the

use of subjective or vague statements that may not be literally true. Uniform Commercial Code distinguishes puffery from

specific, quantifiable statements.

ETHICS IN PUBLIC RELATIONS

Issues include performing services for companies that produce unsafe

products.

Public Relations Society of Americas Code of Professional Standards

prohibits promoting products or causes widely known to be harmful.
http://www.prsa.org/aboutUs/ethics/index.htmlhttp://www.prsa.org/aboutUs/ethics/index.html

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