Advertising and Public Relations

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Chapter 13

• Advertising and Public Relations

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What is Advertising?

• Advertising is any paid form of nonpersonal
  presentation and promotion of ideas, goods, or
  services by an identified sponsor.
• Types of Advertising
• Product advertising - message focuses on a
  specific product
• Institutional advertising - message focuses on
  activities, personality, or point of view of a
  company
• advocacy advertising
• public service advertisements (PSAs)

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Major Advertising Decisions

• Message Decisions
• Message Strategy
• Message Execution

• Objectives Setting
• Communication objectives
• Sales Objectives

• Budget Decisions
• Affordable Approach
• Percent of sales
• Competitive parity
• Objective and task

• Campaign Evaluation
• Communication Impact
• Sales Impact

• Media Decisions
• Reach, Frequency, Impact
• Major Media Types
• Specific Media Types
• Media Timing

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Setting Advertising Objectives
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Setting the Advertising Budget
After determining its advertising objectives, the
marketer must set the advertising budget for each
product and market.
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Setting the Advertising Budget

• Factors to be considered when setting the
  advertising budget
• Stage in the product life cycle,
• Market share,
• Competition and clutter,
• Product differentiation.

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Developing Advertising Strategy Creating Ad
Messages
Plan a Message Strategy General Message to Be
Communicated to Customers
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Designing the Ad

• Creative strategy is the process that turns a
  concept into an advertisement.
• Creatives try to develop a big idea.
• Creatives
• art directors
• copywriters
• photographers

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Developing Advertising Strategy Message
Execution
Testimonial Evidence
Slice of Life
Turning the big idea into an actual ad to
capture the target markets attention and
interest.
Scientific Evidence
Lifestyle
Typical Message Execution Styles
Fantasy
Technical Expertise
Personality Symbol
Mood or Image
Musical
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Advertising StrategySelecting Advertising Media
Step 1. Decide on Reach, Frequency, and Impact

Step 2. Choose Among Major Media Types Media
Habits of Target Consumers, Nature of the
Product, Types of Message, Cost
Step 3. Select Specific Media Vehicles Specific
Media Within a Given Type, i.e. Magazines. Must
Balance Media Cost Against Media
Factors Audience Quality Attention, Editorial
Quality
Step 4. Decide on Media Timing Scheduling of
Advertising Over the Course of a Year Pattern of
Ads Continuity or Pulsing
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Evaluating Advertising
Advertising Program Evaluation
Communication Effects Is the Ad
Communicating Well?
Sales Effects Is the Ad Increasing Sales?
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Other Advertising Considerations
Sales Departments in Small Companies
Advertising Departments in Larger Companies
Advertising Agency Firm that Assists
Companies in the Planning, Creation,
Implementation of Their Advertising Programs
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Public Relations

• Influence the attitudes and perceptions of
  consumers, stockholders, and other stakeholders
  toward companies, brands, politicians,
  celebrities, not-for-profit organizations
• Do something good, then talk about it

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Objectives of Public Relations

• Introducing new products to consumers and
  manufacturers.
• Influencing government legislation.
• Enhancing the image of a city, region, or
  country.
• Calling attention to a firms involvement with
  the community.

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PR Campaign Strategy

• Statement of objectives.
• Situation analysis.
• Specification of target audiences, messages to be
  communicated, specific program elements to be
  used.
• Timetable and budget.
• Discussion of how the program will be evaluated.

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PR Activities

• Press Releases
• Internal PR
• Lobbying
• Speech writing
• Corporate identity
• Media relations
• Sponsorships
• Special events
• Advice and counsel

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Measuring Effectiveness of PR Efforts

• In-house assessment
• Awareness and Preference Studies
• Counting of press clippings
• Impression counts
• Media equivalencies