Chapter 15 Advertising and Public relations

Dylan Harriger Brandon AyersErika Rodriguez J.T JakubikRamon Madden

Major Advertising decisions • Table 15.1 Possible Advertising ObjectivesInformative Advertising• Communicating customer value• Building a brand and company

image• Telling the market about a new

product• Explaining how a product works

• Suggesting new uses for a product

• Informing the market of a price change

• Describing available services & support

• Correcting false impressionsPersuasive Advertising• Building brand preference• Encouraging switching to a brand• Changing customer perceptions of

product value

• Persuading customers to purchase now

• Persuading customers to receive a sales call

• Convincing customers to tell others about the brand

Reminder Advertising• Maintaining customer

relationships• Reminding consumers that the

product may be needed in the near future

• Reminding consumers where to buy the product

• Keeping the brand in a customer’s mind during off-seasons

3 Types of Advertising

Informative AdvertisingPersuasive AdvertisingReminder Advertising

Informative Advertising Communicating Customer value. Building a brand & Company Image. Telling the market about a new product. Explaining how a product works. Suggesting new used for a product. Informing the market of a price change. Describing available services and support. Correcting false impressions.

Persuasive Advertising Building brand preference. Encouraging switching to a brand. Changing customer perceptions of a

product value. Persuading customers to purchase now. Creating customer engagement. Building brand community.

Reminder AdvertisingMaintaining customer relationships.Reminding consumers that the product

may be needed in the future.Reminding consumers where to buy

the product.Keeping the brand in customer’s minds

during off-seasons.

Execution Styles

It is the approach, style, tone, words, and format used for executing an advertising message.There are nine execution styles listed in the textbook.

1. Slice of life

Shows one or more “typical” people using the product in a normal setting.Silk Soymilk “Rise and Shine” ad.https://www.youtube.com/watch?v=Cjsfh-R_2_Q

2. Lifestyle Shows how a product fits in with a particular

lifestyle.Ex. Buying a Harley-Davidson means you are a

tough biker gang person.https://www.youtube.com/watch?v=HkJvzlN4reY

3. Fantasy Creates a fantasy around the product or its use.Ex. Calvin Klein “Drive in to Fantasy”

4. Mood or Image Builds a mood or image around the product or service. Ex. The Orkin Man commercials make you feel that they will get the job in a military fashion.

5. Musical People or cartoon characters singing about the

product.“I Wish I Was An Oscar Meyer” song.https://www.youtube.com/watch?v=aNddW2xmZp8This song is in 40 different styles of music.

6. Personality Symbol

7. Technical Expertise

8. Scientific Evidence

9. Testimonial Evidence or endorsement

Profiles of Major Media Types

TelevisionSocial MediaNewspapersDirect MailMagazinesRadioOutdoor

TelevisionAdvantages

Covers mass marketing with low cost per exposure

Very appealing to watchersLimitations

High costLess audience selectivity

Social MediaAdvantages High selectivityLow costsEngagement capabilities for customers

Limitations Low impactHigh audience control of content and

exposure

NewspapersAdvantagesFlexibleGood local market coverageHigh believability

LimitationsShort lifePoor reproduction qualitySmall pass-along audience

Direct MailAdvantagesHigh audience selectivityFlexibility No competition with same mediumAllows personalization

LimitationsHigh cost per exposureLots of spam

MagazinesAdvantagesHigh geographic and demographic

selectivityCredibility and prestigeHigh quality reproduction

LimitationsLong ad purchase lead timeHigh costNo guarantee of position

RadioAdvantagesGood local acceptanceHigh geographic and demographic

selectivityLow cost

LimitationsAudio onlyLow attentionFragmented audiences

OutdoorAdvantagesFlexibilityHigh exposureLow cost with low competition Good positional selectivity

LimitationsLittle audience selectivityCreative limitations

The Super bowl: The Mother of all Advertisement Events- But is it worth it?

Public Relations Consist of activities designed to

engage and build good relations with the company’s various publics.

Functions of Public Relations

Press Relations or press agency Product Publicity Public affairs Lobbying Investor relationsDevelopment