One to Many: Advertising, Public Relations, and Consumer Sales Promotions Chapter Thirteen

One to Many:One to Many: Advertising, Public Relations, and Advertising, Public Relations, and

Consumer Sales PromotionsConsumer Sales Promotions

Chapter ThirteenChapter Thirteen

13-2© 2012 Pearson Education, Inc. publishing as Prentice-Hall.

Chapter ObjectivesChapter Objectives

Tell what advertising is, describe the major Tell what advertising is, describe the major types of advertising, and discuss some of the types of advertising, and discuss some of the criticisms of advertisingcriticisms of advertising

Describe the process of developing an Describe the process of developing an advertising campaign and how marketers advertising campaign and how marketers evaluate advertisingevaluate advertising

Explain the role of public relations and the steps Explain the role of public relations and the steps in developing a public relations campaignin developing a public relations campaign

Explain what sales promotion is, and describe Explain what sales promotion is, and describe the different types of consumer sales the different types of consumer sales promotions activitiespromotions activities


Real People, Real Choices: Real People, Real Choices: Decision Time at Brownstein Group Decision Time at Brownstein Group

Brand CommunicationBrand Communication

How should the firm respond to the How should the firm respond to the competitive marketing communications competitive marketing communications attack launched against their client’s new attack launched against their client’s new product?product?

• Option 1: Option 1: Clearly define the new productClearly define the new product

• Option 2:Option 2: Fire back Fire back

• Option 3:Option 3: Launch a guerrilla marketing Launch a guerrilla marketing strategy that attacks the rival more subtly strategy that attacks the rival more subtly than a major advertising campaignthan a major advertising campaign


Advertising: Advertising: The Image of MarketingThe Image of Marketing

Expenditures on traditional advertising Expenditures on traditional advertising are changingare changing

Marketers are diverting more money Marketers are diverting more money into alternative mediainto alternative media

Advertising is still best way to reach Advertising is still best way to reach mass audiencesmass audiences


Figure 13.1Figure 13.1Types of AdvertisingTypes of Advertising

BP Oil Spill Ad

Ad Council Ads

© 2011 Pearson Education, Inc. publishing as Prentice-Hall. 13-6

Product Advertising

The ad at left offers a typical example of product advertising


Who Creates Advertising?Who Creates Advertising?

Advertising campaign: Advertising campaign: A coordinated, comprehensive plan A coordinated, comprehensive plan that carries out promotion objectives that carries out promotion objectives and results in a series of ads placed in and results in a series of ads placed in media over a period of timemedia over a period of time

Outside agencies are often retained to Outside agencies are often retained to oversee campaigns:oversee campaigns:• Limited-service agency Limited-service agency • Full-service agencyFull-service agency


Who Creates Advertising?Who Creates Advertising?

Advertising agencies employ Advertising agencies employ specialists who perform a variety of specialists who perform a variety of functions: functions:

• Account managementAccount management

• Creative servicesCreative services

• Research and marketing servicesResearch and marketing services

• Media planningMedia planning


User-Generated Advertising Content: User-Generated Advertising Content: Do-it-Yourself AdvertisingDo-it-Yourself Advertising

User-generated content (UGC) or User-generated content (UGC) or consumer-generated media (CGM)consumer-generated media (CGM)Online consumer comments, opinions, Online consumer comments, opinions, advice and discussions, reviews, advice and discussions, reviews, photos, images, videos, podcasts, photos, images, videos, podcasts, webcasts, and product related stories webcasts, and product related stories available to other consumersavailable to other consumers

• Must be monitored and encouragedMust be monitored and encouraged


User-Generated Advertising Content: User-Generated Advertising Content: CrowdsourcingCrowdsourcing

CrowdsourcingCrowdsourcingA practice in which firms outsource A practice in which firms outsource marketing activities (such as selecting marketing activities (such as selecting an ad) to a community of usersan ad) to a community of users

• Consumers are great sources of ideasConsumers are great sources of ideas

• Independent contractors are also being Independent contractors are also being targetedtargeted

Poptent.com 99designs.com


Ethical Issues in Ethical Issues in AdvertisingAdvertising

Ethical criticisms of advertising:Ethical criticisms of advertising:• Advertising is manipulativeAdvertising is manipulative

• Advertising is deceptive and untruthfulAdvertising is deceptive and untruthful

• Advertising is offensive and in bad tasteAdvertising is offensive and in bad taste

• Advertising creates and perpetuates Advertising creates and perpetuates stereotypesstereotypes

• Advertising causes people to buy things Advertising causes people to buy things that they don’t really needthat they don’t really need


Figure 13.2Figure 13.2Steps to Develop an Advertising Steps to Develop an Advertising

CampaignCampaign


Figure 13.3Figure 13.3Creative Elements of Creative Elements of

AdvertisingAdvertising


Product Advertising

The ad at left offers a typical example of product advertising


Develop the Advertising Develop the Advertising CampaignCampaign

Execution formatsExecution formats

• Describe the basic Describe the basic structure of the structure of the messagemessage ComparisonComparison DemonstrationDemonstration TestimonialTestimonial Slice of lifeSlice of life LifestyleLifestyle

It’s DebatableIt’s DebatableClass Discussion QuestionClass Discussion Question

Is this an example of an ad that is attempting to develop a romantic or sexy tone? Where do you stand? Why?




Creative tactics Creative tactics and techniquesand techniques

• Animation and artAnimation and art

• CelebritiesCelebrities

• Music, jingles, and Music, jingles, and slogansslogans

Sporacle.com



Step 4: Pretest what the ads will sayStep 4: Pretest what the ads will say

• Pretesting:Pretesting: Research method that seeks to Research method that seeks to minimize mistakes by getting consumer minimize mistakes by getting consumer reactions to ad messages before they reactions to ad messages before they appear in the mediaappear in the media

Eye Tracking Example



Step 5: Choose the media type(s) and Step 5: Choose the media type(s) and media schedulemedia schedule

• Media planning:Media planning:The process of developing media The process of developing media objectives, strategies, and tacticsobjectives, strategies, and tactics


Where To Say It: Traditional Where To Say It: Traditional MediaMedia

Each of the traditional media has pros Each of the traditional media has pros and consand cons

• TelevisionTelevision

• RadioRadio

• NewspapersNewspapers

• MagazinesMagazines


Where To Say It: Digital MediaWhere To Say It: Digital Media

Digital media takes many formsDigital media takes many forms• Own, paid, and earned media Own, paid, and earned media

•Website advertisingWebsite advertising

• Banners and buttonsBanners and buttons

• Pop-up adsPop-up ads

• Search engines and directory listingsSearch engines and directory listings

• E-mail advertisingE-mail advertising

• Mobile advertisingMobile advertising

• Video sharingVideo sharing


Where To Say It: Branded Where To Say It: Branded EntertainmentEntertainment

Branded entertainmentBranded entertainmenta form of advertising in which a form of advertising in which marketers integrate products into marketers integrate products into entertainment venuesentertainment venues

• Product placementsProduct placements

• AdvergamingAdvergaming


Where To Say It: Support Where To Say It: Support MediaMedia

Support media reaches people who are Support media reaches people who are not reached by mass media advertising not reached by mass media advertising

• DirectoriesDirectories

• Out-of-home mediaOut-of-home media

• Place-based mediaPlace-based media

• RFID technologyRFID technology

Renault’s use of RFID


Figure 13.4Figure 13.4Media Schedule for a Video Media Schedule for a Video

GameGame


Table 13.2Table 13.2A (Hypothetical) Media ScheduleA (Hypothetical) Media Schedule


Media Scheduling: How Often To Media Scheduling: How Often To Say ItSay It

Typical advertising Typical advertising patterns:patterns:

• Continuous Continuous schedulescheduleWearout may be Wearout may be

a problema problem

• Pulsing schedulePulsing schedule

• Flighting schedule Flighting schedule



Step 6: Evaluate the advertisingStep 6: Evaluate the advertising

• Posttesting: Posttesting: Research on consumers’ responses to Research on consumers’ responses to advertising they have seen or heardadvertising they have seen or heardUnaided recall Unaided recall Aided recall Aided recall Attitudinal measuresAttitudinal measures


Public RelationsPublic Relations

Public relations (PR):Public relations (PR):Communication function that seeks to build Communication function that seeks to build good relationships with an organization’s good relationships with an organization’s publicspublics

Proactive PR activities stem from a firm’s Proactive PR activities stem from a firm’s marketing objectivesmarketing objectives

• PublicityPublicity PR is critical when a firm’s image is at risk PR is critical when a firm’s image is at risk

due to negative publicitydue to negative publicity

• Crisis managementCrisis management


Figure 13.5Figure 13.5Objectives and Tactics of Public Objectives and Tactics of Public

RelationsRelations


Objectives of Public RelationsObjectives of Public Relations

Typical objectives include:Typical objectives include:• Introduce new products to retailersIntroduce new products to retailers

• Introduce new products to consumersIntroduce new products to consumers

• Influence government legislationInfluence government legislation

• Enhance the image of a firmEnhance the image of a firm

• Provide advice and counselProvide advice and counsel

• Enhance the image of a city, region, or Enhance the image of a city, region, or countrycountry

• Manage a crisisManage a crisis

• Call attention to a firm’s involvement with the Call attention to a firm’s involvement with the communitycommunity


Public Relations TacticsPublic Relations Tactics

Press releases Press releases (various forms)(various forms)

Internal PRInternal PR Investor relationsInvestor relations Lobbying Lobbying Speech writingSpeech writing

Corporate identityCorporate identity Media relationsMedia relations SponsorshipsSponsorships Special eventsSpecial events Guerilla Guerilla

marketingmarketing


Sponsorships

McDonald’s has sponsored the FIFA World cup since 1994 in restaurants worldwide


Sales PromotionSales Promotion

Sales promotions:Sales promotions:Programs designed to build interest in Programs designed to build interest in or encourage purchase of a product or encourage purchase of a product during a specified period of timeduring a specified period of time

• Deliver short-term sales resultsDeliver short-term sales results

• Can target end consumers, channel Can target end consumers, channel partners, and/or employeespartners, and/or employees


Figure 13.6Figure 13.6Types of Consumer Sales Types of Consumer Sales

PromotionPromotion


Table 13.4Table 13.4Consumer Sales Promotion Consumer Sales Promotion

Techniques: A SamplerTechniques: A Sampler


Table 13.4Table 13.4Consumer Sales Promotion Consumer Sales Promotion

Techniques: A SamplerTechniques: A Sampler


Sampling

The Weinermobile draws attention to Oscar Mayer’s sampling efforts


Real People, Real Choices: Real People, Real Choices: Decision Made at BrownsteinDecision Made at Brownstein

Marc and the client chose option 1Marc and the client chose option 1•Why do you think that Marc and the Why do you think that Marc and the

client decided to define the brand more client decided to define the brand more clearly in the wake of attacks by their clearly in the wake of attacks by their rival, rather than responding in kind or rival, rather than responding in kind or launching a more subtle guerrilla launching a more subtle guerrilla marketing campaign?marketing campaign?


Keeping It Real:Keeping It Real: Fast-Forward to Fast-Forward to Next Class Decision Time at Next Class Decision Time at

WoodtronicsWoodtronics

Meet Jeffrey Brechman, a principal of Meet Jeffrey Brechman, a principal of the Woodtronics firmthe Woodtronics firm

Woodtronics designs and builds Woodtronics designs and builds trading room furniture, command trading room furniture, command centers, and network control centerscenters, and network control centers

The decision to be made: The decision to be made: Should Jeffrey sell the new or original Should Jeffrey sell the new or original product to the Jersey City client?product to the Jersey City client?


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

Documents

One to Many: Advertising, Public Relations, and Consumer Sales Promotions Chapter Thirteen