Presentation on theme: "Advertising and Public Relations"— Presentation transcript:
1 Advertising and Public Relations Chapter 15Advertising and Public Relations
2 Topics to CoverAdvertisingObjectivesBudgetStrategyEffectives
3 Developing Advertising Strategy Advertising strategy is the strategy by which the company accomplishes its advertising objectives and consists of:Creating advertising messagesSelecting advertising media
4 Creating the Advertising Message Advertisements need to break through the clutter:Gain attentionCommunicate well
5 Creating the Advertising Message Advertisements need to be better planned, more imaginative, more entertaining, and more rewarding to consumers
6 Creating the Advertising Message Message strategyCreative conceptMessage execution
7 Creating the Advertising Message Message strategy is the general message that will be communicated to consumersIdentifies consumer benefits
8 Creating the Advertising Message Creative concept is the idea that will bring the message strategy to life and guide specific appeals to be used in an advertising campaignCharacteristics of the appeals include:MeaningfulBelievableDistinctive
9 Creating the Advertising Message Message execution is when the advertiser turns the big idea into an actual ad execution that will capture the target market’s attention and interest.The creative team must find the best approach, style, tone, words, and format for executing the message.
10 Creating the Advertising Message Message Execution StylesSlice of lifeLifestyleFantasyMood or imageMusicalPersonality symbolTechnical expertiseScientific evidenceTestimonial or endorsement
11 Creating the Advertising Message Message Execution StylesSlice of life: This style shows one or more “typical” people using the product in a normal setting.Lifestyle: This style shows how a product fits in with a particular lifestyle.Fantasy: This style creates a fantasy around the product or its use.Mood or Image: This style builds a mood or image around the product or service, such as beauty, love, or serenity.Musical: This style shows people or cartoon characters singing about the product.
12 Creating the Advertising Message Message Execution StylesPersonality Symbol: This style creates a character that represents the productTechnical Expertise: This style shows the company’s expertise in making the productScientific Evidence: This style presents survey or scientific evidence that the brand is better or better liked than one or more other brandsTestimonial Evidence or Endorsement: This style features a highly believable or likeable source endorsing the product.
13 Creating the Advertising Message Message execution also includes:TonePositive or negativeAttention-getting wordsFormatIllustrationHeadlineCopy
14 Creating the Advertising Message Consumer Generated MessagesYouTube videosBrand Web site contestsPositivesLow expenseNew creative ideasFresh perspective on brandBoost consumer involvement
15 Selecting Advertising Media Major steps include:Deciding on reach-frequency-impactSelecting media vehiclesDeciding on media timing
16 Selecting Advertising Media Reach is a measure of the percentage of people in the target market who are exposed to the ad campaign during a given period of time Frequency is a measure of how many times the average person in the target market is exposed to the message Impact is the qualitative value of a message exposure through a given medium
17 Selecting Advertising Media Selecting media vehicles involves decisions presenting the media effectively and efficiently to the target customer and must consider themessage’s:ImpactEffectivenessCost
18 Selecting Advertising Media Narrowcasting ApproachNarrowcasting focuses the message on selected market segmentsLowers costTargets more effectivelyEngages customers better
19 Selecting Advertising Media Narrowcasting ApproachWhen deciding on media timing, the planner must consider:SeasonalityPattern of the advertisingContinuity—scheduling within a given periodPulsing—scheduling unevenly within a given period
20 Evaluating the Effectiveness and Return on Advertising Investment Communication effects indicate whether the ad and media are communicating the ad message well and should be tested before or after the ad runs Sales and profit effects compare past sales and profits with past expenditures or through experiments
21 Developing and Advertising Programs Other Advertising ConsiderationsOrganizing for advertisingAgency vs. in-houseInternational advertising decisionsStandardization
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