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Advertising and Public Relations Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 15.

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Presentation on theme: "Advertising and Public Relations Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 15."— Presentation transcript:

1 Advertising and Public Relations Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 15

2 Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall Advertising Paid non-personal presentation and promotion of ideas, goods, or services by an identified sponsor

3 Advertising Programs Set objectives Budget Message decisions Media decisions Evaluation Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall

4 Setting objectives

5 InformPersuadeRemind Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall OBJECTIVES and PURPOSE

6 Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall Adv. Budgeting

7 Influences on budgeting Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall Budgeting PRODUCT LIFE CYCLE INTRODUCTION GROWTH MATURITY DECLINE MARKET SHARE

8 Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall Advertising Strategy CREATE MESSAGE SELECT MEDIA

9 Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall Create message Break through clutter Gain attention Communicate well

10 Create Advertising Message Message Strategy Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall Creative Concept Message Execution

11 Message strategy Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall

12 Creative concept Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall

13 Message execution Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall

14 Execution styles Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall Slice of life Lifestyle Fantasy Mood/Image Musical Personality Technical expertise Scientific evidence Testimonial

15 Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall Consumer- generated messages

16 Selecting Media Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall

17 Decide reach, frequency, impact Selecting Media Choose major media type Select media vehicle Decide on media timing

18 Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall REACH FREQUENCY IMPACT Selecting Media

19 Choose Media type Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall

20 Choose Media vehicle

21 Media scheduling Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall

22 Continuous Pulsing Patterns

23 Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall Advertising effects Communications Sales/Profit

24 Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall Public Relations Building good relations with the companys publics through favorable publicity, a good corporate image, and effective handling of unfavorable news

25 Public Relations functions Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall PRESS RELEASES LOBBYING PRODUCT PUBLICITY INVESTOR RELATIONS PUBLIC AFFAIRSDEVELOPMENT

26 Public Relations tools News Speeches Special events Written materials AV materials Public service Corp. identity Buzz creation Web sites Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall

27 All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, without the prior written permission of the publisher. Printed in the United States of America. Copyright © 2012 Pearson Education, Inc. Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall


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