Advertising and Public Relations

1
Advertising and Public Relations
15
chapter
Prepared by Deborah Baker Texas Christian
University
2
Learning Objectives
1. Discuss the effect of advertising on market
share and consumers. 2. Identify the major
types of advertising. 3. Discuss the creative
decisions in developing an advertising campaign.
15
chapter
3
Learning Objectives (continued)
4. Describe media evaluation and selection
techniques. 5. Discuss the role of public
relations in the promotional mix.
15
chapter
4
Learning Objective
1
Discuss the effect of advertising on market
share and consumers.
5
Advertising
1

• U.S. advertising spending exceeds 215 billion
  per year
• Industry employs only 272,000
• Ad budgets of some firms exceed over 2 billion
  per year

6
Advertising and Market Share
1

• New brands spend proportionately more for
  advertising than old ones.
• A certain level of exposure is needed to affect
  purchase habits.
• Beyond a certain level, diminishing returns set
  in.

7
Advertising and the Consumer
1

• Average U.S. citizen is exposed to hundreds of
  ads each day.
• Advertising may change a consumers attitude
  toward a product.
• Advertising can affect consumer ranking of brand
  attributes.

8
Learning Objective
2
Identify the major types of advertising.
9
Major Types of Advertising
2
10
Major Types of Advertising
2
Enhance corporations identify
Institutional Advertising
Advocacy advertising
Pioneering
Product Advertising
Competitive
Comparative
11
Product Advertising
2
12
Learning Objective
3
Discuss the creative decisions in developing an
advertising campaign
13
Advertising Campaign
3
A series of related advertisements focusing on a
common theme, slogan, and set of advertising
appeals.
14
Steps in Creating an Advertising Campaign
3
15
Setting ObjectivesThe DAGMAR Approach
3
16
Creative Decisions
3
17
Identify Product Benefits
3

• Sell the Sizzle, not the Steak
• Sell products benefits, not its attributes
• A benefit should answer Whats in it for me?
• Ask So? to determine if it is a benefit

18
Advertising Appeal
3
Reason for a person to buy a product.
19
Common Advertising Appeals
3
20
Unique Selling Proposition
3
Desirable, exclusive, and believable advertising
appeal selected as the theme for a campaign.
21
Executing the Message
3
22
Learning Objective
4
Describe media evaluation and selection
techniques.
23
Media Types
4
24
Advertising Spending for 1999
4
25
Newspapers
4
26
Cooperative Advertising
4
An arrangement in which the manufacturer and the
retailer split the costs of advertising the
manufacturers brand.
27
Magazines
4
28
Radio
4
29
Television
4
30
Outdoor Media
4
31
Internet and World Wide Web
4
32
Alternative Media
4
33
Media Selection Considerations
4
34
Media Selection Considerations
4
35
Media Scheduling
4
36
Media Scheduling
4
37
Learning Objective
5
Discuss the role of public relations in the
promotional mix.
38
Public Relations
5
39
Functions of Public Relations
5
40
Public Relations Tools
5
41
Managing Unfavorable Publicity
5
A coordinated effort to handle the effects of
unfavorable publicity or of an unfavorable event.
Crisis Management