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Advertising andPublic Relations
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
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Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
AdvertisingPaid non-personal
presentation and promotion of ideas,
goods, or services by an identified sponsor
Advertising Programs
Set objectives
Budget
Message decisions
Media decisions
Evaluation
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
Setting objectives
Inform Persuade Remind
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
OBJECTIVES and PURPOSE
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
Adv. Budgeting
Influences on budgeting
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
Budgeting
PRODUCT LIFE CYCLE
INTRODUCTION
GROWTH
MATURITY
DECLINE
MARKET SHARE
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
Advertising Strategy
CREATE MESSAGE
SELECTMEDIA
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
Create message
Break through clutter
Gain attention
Communicate well
Create Advertising Message
Message Strategy
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
Creative Concept
Message Execution
Message strategy
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
Creative concept
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
Message execution
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
Execution styles
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
Slice of life
Lifestyle
Fantasy
Mood/Image
Musical
Personality
Technical expertise
Scientific evidence
Testimonial
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
Consumer-generated messages
Selecting Media
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
Decide reach,
frequency, impact
Selecting Media
Choose major media
type
Select media vehicle
Decide on media timing
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
REACH
FREQUENCY
IMPACT
Selecting Media
Choose Media type
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
Choose Media vehicle
Media scheduling
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
Continuous
Pulsing
Patterns
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
Advertising effects
Communications
Sales/Profit
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
Public RelationsBuilding good relations with the company’s publics through favorable publicity, a good corporate image, and effective handling of unfavorable news
Public Relations functions
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
PRESS RELEASES
LOBBYING
PRODUCT PUBLICITY
INVESTOR RELATIONS
PUBLIC AFFAIRS
DEVELOPMENT
Public Relations toolsNews
Speeches
Special events
Written materials
AV materials
Public service
Corp. identity
Buzz creation
Web sites
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic,
mechanical, photocopying, recording, or otherwise, without the prior written permission of the publisher. Printed in the United States of America.
Copyright © 2012 Pearson Education, Inc. Copyright © 2012 Pearson Education, Inc. Publishing as Prentice HallPublishing as Prentice Hall
