1. Course Name: Principles of Marketing Code: MRK 152 Chapter: Nine Advertising and Public Relations

2. Promotion Mix Paid Non personal Advertising Short-term incentives Sales promotion Personal presentation Purpose is to make sale and build relationships Personal selling Build good relations with publics Publicity and corporate image management Public relations Direct connections with consumers Purpose is to obtain immediate response and build relationships Direct marketing

3. Integrated Marketing Communication

4. Personal Selling Positives ◦ Most effective at certain stages of the buying process ◦ Quick adjustments can be made ◦ Customer relationships are formed Negatives ◦ Impersonal ◦ Not directly persuasive ◦ One way communication ◦ Costly

5. Sales Promotion Positives ◦ Attract consumer attention ◦ Offer strong incentives to purchase ◦ Reward quick response Negatives ◦ Short lived ◦ Often not effective in long – run brand preference

6. Public Relations Believable Reach prospects who avoid sales people and ads Can be dramatic

7. Direct Marketing Less Public Immediate Customized Quick Interactive

8. Advertising Definition: Advertising is paid form of non personal communication from an identified sponsor using mass media to persuade or influence an audience.

9. Characteristics of Advertising A paid form of communication. Non personal communication Using mass media ex. TV, New paper etc. Is to persuade the audience Aims to reach as many audience.

10. Steps in Advertising Five Steps in Advertising: Setting goals or targets advertising (Mission) Set advertising budget (Money) Set messages to be delivered (Message) Assign media to be used (Media) To evaluate the results achieved (Measurement)

11. Positives and Negatives of Advertising Positives ◦ Reaches larger area ◦ Low cost per exposure ◦ Enables repeat messages ◦ Very expressive tool Negatives ◦ Impersonal ◦ Not directly persuasive ◦ One way communication ◦ Costly

12. Advertising Decisions Objective setting Budget decisions Message decisions Media decisions Advertising evaluation

13. Decisions in Advertising Objective setting ◦ Communication objective ◦ Social objective Budget decision ◦ Affordable approach ◦ Percent of sales ◦ Competitive parity ◦ Objective and Task

14. Decisions in Advertising Message decision ◦ Message strategy ◦ Message execution Media decision ◦ Reach ◦ Frequency, Impact, ◦ Major media types ◦ Specific media vehicles ◦ Media timing

15. Decisions in Advertising Advertising evaluation ◦ Communication impact ◦ Sales and profit impact ◦ Return on advertising

16. Setting Advertising Objectives Possible advertising objectives ◦ Informative Advertising ◦ Persuasive Advertising ◦ Reminder Advertising

17. Informative 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 and support Correcting false impression

18. Persuasive Advertising Building brand preference Encouraging switching to a brand Changing customers perception of product value Persuading customers to purchase now Persuading customers to receive a sales call Convincing customers to tell others about the brand

19. Reminder Advertising Maintaining customer relationships Reminding customers that the product may be needed in the near future Reminding consumers where to buy the product Keeping the brand in customer’s mind during off-seasons

20. Public Relations Public relations involves building good relation with company’s various publics.

21. Public Relation Functions Press relations or press agency Product publicity Public affairs Lobbying Investor relations Development

22. Major Public Relation Tools News Speeches Special events Written materials Audiovisual materials Public services Buzz marketing Corporate web sites

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