1. Advertising and Public Relations 15
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2. Advertising
Paid non-personal presentation and promotion of ideas, goods, or services by an identified sponsor
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3. Advertising Programs Message decisions Media decisions Set objectives
Budget
Evaluation
The four decisions to make when developing an advertising program:
--Setting advertising objectives
--Setting the advertising budget
--Developing advertising strategy
--Evaluating advertising campaigns
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4. Setting objectives Setting Advertising Objectives
Advertising objectives should be based on past decisions about the target market, positioning, and the marketing mix, which define the job that advertising must do in the total marketing program.
An advertising objective is a specific communication task to be accomplished with a specific target audience during a specific period of time.
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5. OBJECTIVES and PURPOSE
Inform
Persuade
Remind
Advertising objectives can be classified by primary purpose
Informative advertising is used heavily when introducing a new product category.
Persuasive advertising becomes important as competition increases. Here, the company’s objective is to build selective demand.
Comparative advertising is directly or indirectly comparing one brand with another.
Reminder advertising is important for mature products—it helps to maintain customer relationships and keep consumers thinking about the product.
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6. Adv. Budgeting
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7. Influences on budgeting
PRODUCT LIFE CYCLE
INTRODUCTION
GROWTH
MATURITY
DECLINE
Budgeting
The product life-cycle stage has an influence on advertising budgets.
New products require larger budgets while mature brands require lower budgets
Market share also has an impact.
Building or taking market share requires larger budgets.
Markets with heavy competition or high advertising clutter require larger budgets and undifferentiated brands also require larger budgets.
MARKET SHARE
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8. Advertising Strategy CREATE MESSAGE SELECT MEDIA
Advertising strategy is the strategy by which the company accomplishes its advertising objectives and consists of:
Creating advertising messages
Selecting advertising media.
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9. Create message Break through clutter Gain attention Communicate well
Advertisers are orchestrating a closer harmony between their messages and the media that deliver them.
Creating the Advertising Message
Consumers are exposed to as many as 3,000 to 5,000 commercial messages every day.
Such clutter in television and other ad media has created an increasingly hostile advertising environment.
Just to gain and hold attention, today’s advertising messages must be better planned, more imaginative, more entertaining, and more rewarding to consumers. Many marketers are now subscribing to a new merging of advertising and entertainment, dubbed “Madison & Vine.”
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10. Create Advertising Message
Message Strategy
Creative Concept
Message Execution
Stages in creating an effective advertising message
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11. Message strategy
Message Strategy. The first step in creating effective advertising messages is to plan a message strategy—to decide what general message will be communicated to consumers.
Developing an effective message strategy begins with identifying customer benefits that can be used as advertising appeals.
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12. Creative concept
Creative concept is the idea that will bring the message strategy to life and guide specific appeals to be used in an advertising campaign.
Characteristics of good appeals:
Meaningful
Believable
Distinctive
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13. Message execution
Message execution: 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.
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14. Execution styles Slice of life Lifestyle Fantasy Mood/Image Musical
Personality
Technical expertise
Scientific evidence
Testimonial
Slice of life: shows one or more “typical” people using the product in a normal setting
Lifestyle: shows how a product fits in with a particular lifestyle
Fantasy: creates a fantasy around the product or its use; for instance, many ads are built around dream themes
Mood or image: builds a mood or image around the product or service, such as beauty, love, or serenity
Musical: shows people or cartoon characters singing about the product
Personality symbol: creates a character that represents the product
Technical expertise: shows the company’s expertise in making the product
Scientific evidence: presents survey or scientific evidence that the brand is better or better liked than one or more other brands
Testimonial evidence or endorsement: features a highly believable or likable source endorsing the product
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15. Consumer-generated messages
Taking advantage of today’s interactive technologies, many companies are now tapping consumers for message ideas or actual ads.
If used carefully, consumer-generated advertising efforts can produce big benefits. These campaigns can boost consumer involvement and get consumers talking and thinking about a brand and its value to them.
Firms use YouTube videos, brand web site contests, Facebook fan pages.
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16. Selecting Media Major steps include:
Deciding on reach-frequency-impact
Selecting media vehicles
Deciding on media timing
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17. Selecting Media Decide reach, frequency, impact
Choose major media type
Select media vehicle
Decide on media timing
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18. Selecting Media REACH FREQUENCY IMPACT
Deciding on Reach, Frequency, and Impact
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.
The advertiser must decide on the desired media impact—the qualitative value of message exposure through a given medium.
Typically, the advertiser wants to choose media that will engage consumers rather than simply reach them.
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19. Choose Media type Choosing Among Major Media Types
The media planner has to know the reach, frequency, and impact of each of the major media types (newspapers, television, direct mail, radio, magazines, outdoor, and the Internet).
Each medium has advantages and limitations.
More and more, advertisers are turning to alternative media in an effort to get their message through.
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20. Choose Media vehicle
Selecting Specific Media Vehicles. The media planner now must choose the best media vehicles—specific options within each general media type.
Media planners must compute the cost per thousand persons reached by a vehicle.
The media planner must also consider the costs of producing ads for different media.
The media planner must balance media costs against several media effectiveness factors:
• Audience quality.
• Audience engagement.
• Editorial quality.
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21. Media scheduling Deciding on Media Timing
The advertiser must decide how to schedule the advertising over the course of a year.
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22. Patterns Continuous Pulsing
The advertiser has to choose the pattern of the ads.
• Continuity means scheduling ads evenly within a given period.
• Pulsing means scheduling ads unevenly over a given time period.
Some marketers do only seasonal advertising: For instance, Hallmark advertises its greeting cards only before major holidays.
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23. Advertising effects Communications Sales/Profit
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.
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24. Public Relations
Building good relations with the company’s publics through favorable publicity, a good corporate image, and effective handling of unfavorable news
Lower cost than advertising
Stronger impact on public awareness than advertising
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25. Public Relations functions
PRESS RELEASES
PRODUCT PUBLICITY
PUBLIC AFFAIRS
LOBBYING
INVESTOR RELATIONS
DEVELOPMENT
Public relations is used to promote products, people, places, ideas, activities, organizations, and even nations.
Public relations departments may perform any or all of the following functions:
Press relations or press agency: Creating and placing newsworthy information in the news media to attract attention to a person, product, or service
Product publicity: Publicizing specific products
Public affairs: Building and maintaining national or local community relations
Lobbying: Building and maintaining relations with legislators and government officials to influence legislation and regulation
Investor relations: Maintaining relationships with shareholders and others in the financial community
Development: Public relations with donors or members of nonprofit organizations to gain financial or volunteer support
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26. Public Relations tools
News
Speeches
Special events
Written materials
AV materials
Public service
Corp. identity
Buzz creation
Web sites
Public relations professionals use several tools.
PR professionals find or create favorable news about the company and its products or people.
Speeches can also create product and company publicity.
Another common PR tool is special events, ranging from news conferences, press tours, grand openings, and fireworks displays to laser shows, hot air balloon releases, multimedia presentations, star-studded spectaculars, or educational programs designed to reach and interest target publics.
Public relations people also prepare written materials to reach and influence their target markets. These materials include annual reports, brochures, articles, and company newsletters and magazines.
Audiovisual materials, such as films, slide-and-sound programs, and video and audio CDs, are being used increasingly as communication tools.
Corporate identity materials can also help create a corporate identity that the public immediately recognizes.
Companies can improve public goodwill by contributing money and time to public service activities.
As previously discussed, many marketers are now designing buzz marketing campaigns that create excitement and generate favorable word-of-mouth communication for their brands.
A company’s Web site can be a good public relations vehicle. Web sites can also be ideal for handling crisis situations.
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27. Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
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Copyright © 2012 Pearson Education, Inc.  
Publishing as Prentice Hall