Advertising, Marketing

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Advertising, Marketing LobbyingAdvertisin
g, marketing and lobbyingcontribute to an
overall public relations program. These
techniques add strategic power to the aim of
public relations. Bagin Fulginiti on p. 135
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Integrated Communication

• PR, advertising and marketing often join forces
  to integrate an organizations messages to key
  publics.

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Advertising and Public Relations

• PR conditions the market for the advertising
  message.
• It also contributes to image and name
  recognition.
• Advertising focuses on a single buy message.

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PR Versus Advertising
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PR Advertising

• The fields are closely related.
• Effective practitioners use techniques from both
  to produce comprehensive communication programs.

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When considering advertising

• Purpose of the communication.
• Audience knowledge.
• Type of message.
• Available resources.
• Control, Media Use Credibility.

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Types of Adverising

• Brand
• Retail
• Directory
• Political
• Institutional
• Business-to business
• Direct Marketing

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Brand Advertising

• Name or symbol used to identify a product or
  service and distinguish it from the competition.
• Time saver for consumers.
• Slogans.

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Institutional Advertising

• Image or corporate advertising.
• Instead of a product, a corporate identity.

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PR Advertising

• Assists with advocacy, image, persuasion and
  public information.
• Develop awareness of an org and its activities.
• Tie a product line together.
• Improve consumer relations.
• Improve the organizations image.
• Take a stand on a public issue.

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Types of PR Advertising

• Advocacy/Issue seeks to change PO about an issue
  or organization.
• House Ad internal publication.
• Cooperative Ad two orgs.
• Cause-related marketing or sponsorship event.
• Institutional image.
• PSA non-commercial commercial.
• Infomercial/Advertorial a longer ad in the form
  of a program or story.

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SWOT

• StrengthsWeaknessesOpportunitiesThreats
  Analysis
• Profile of target audience
• Industry trends
• Analysis of the product line or issue
• Competitive environment

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Situation Analysis

• Advertising objectives
• Concise description of target audience
• Unique Selling Proposition (USP)
• Information on product positioning

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USP

• Characteristic that differentiates a generic
  products organization from organizations
  marketing similar products.
• e.g. Double Your Pleasure, Double Your Fun,
  Doublemint, Doublemint, Doublemint, Gum.

.
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Creative Plan

• List of features and benefits to stimulate
  creative thinking focusing on target audience,
  preferences and motivators.

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Media Plan

• Analysis of competition.
• Budget.
• Competitive spending.
• Geographic distribution (local, regional,
  national).
• Media mix (channels, seasonality, timing).

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Reach, Frequency, CPM

• Reach how many target audience members a medium
  reaches.
• Frequency number of times an audience is exposed
  to a media vehicle in a specified time span.
• CPM cost per thousand.

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Types of Media
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Evaluation Tools

• Recall Tests target audience members asked what
  they recall about ad.
• Recognition Tests shown ad and asked if they
  remember it.
• Persuasion Tests measures consumers intention
  and attitude change.
• Behavioral Changes will the audience act?

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Marketing

• AMA 2004 definition
• An organizational function and a set of
  processes for creating, communicating, and
  delivering value to customers and for managing
  customer relationships in ways that benefit the
  organization and its stakeholders.  

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How Theyre Different

• PR Management process whose goal is to attain
  and maintain accord and positive behaviors among
  social groupings on which an organization depends
  to achieve its mission. Its fundamental
  responsibility is to build and maintain a
  hospitable environment for the organization.

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Marketing

• The management process whose goal is to attract
  and satisfy customers (or clients) on a long-term
  basis to achieve an organizations economic
  objectives. Its fundamental responsibility is
  to build and maintain a market for an
  organizations product or product and services.

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Integrated Communication or Integrated Marketing
Communications

• Attempt to reach organizations publics by
  combining public relations, marketing and
  advertising into an integrated program.
• ACCC College Relations with marketing
  underneath.

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Publicity is better brand builder

• Product publicity better at branding than
  advertising.

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Lobbying

• Grass roots efforts mobilizing public relations
  and other communication tactics to research,
  analyze, and influence regulatory proposals and
  legislation.

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Lobbying Tips

• Legislators are more apt to do things for people
  they like and trust.
• Lobbyists need to be credible, reliable, loyal
  and empathetic.
• Use a soft sell approach. Dont push too hard.
  Be willing to compromise.

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