1. Chapter 17 Advertising and Public Relations
Marketing 333
Chapter 17
Advertising and Public Relations

2. Advertising Two types:
A persuasive message carried by a nonpersonal medium and paid for by an identified sponsor.
Two types:
Product advertising
Institutional advertising

3. Institutional Advertising
Advertising designed
to promote an
organizational image
or to build goodwill.
Example:
“Responsibility
matters”

4. Advocacy Advertising
Advertising in which an organization expresses its views on controversial issues or responds to media attacks

5. Product Advertising
Advertising promoting a specific product.
Two types:
Direct-action advertisement: stimulates immediate purchase
Indirect-action advertisement: stimulates sales over the long run.

6. Product Advertising
Pioneering
Competitive
Comparative

7. Creative Decisions in Advertising
Chapter 15 Advertising and Public Relations
Creative Decisions in Advertising
Advertising Campaign
A series of related advertisements focusing on a common theme, slogan, and set of advertising appeals.

8. Creative Decisions in Advertising
Chapter 15 Advertising and Public Relations
Creative Decisions in Advertising
Determine the
advertising objectives
Make creative decisions
Make media decisions
Evaluate the campaign
Notes:
Advertising strategies are organized around an advertising campaign. An ad campaign is a series of related ads focusing on a common theme, slogan, and set of advertising appeals.
Before creative work can begin, advertising goals or objectives are established. The DAGMAR approach (described on the next slide) is one method of setting objectives.
Once objectives are defined, creative work can begin, with the advertising campaign often following the AIDA model.

9. Some Specific Advertising Objectives Might Include:
Sales lead generation
Increasing brand awareness
Increasing repeat purchases
Increasing consumption by current users

10. campaign’s effectiveness Identify product benefits
Chapter 15 Advertising and Public Relations
Creative Decisions
Develop and evaluate
advertising appeals
Execute the message
Evaluate the
campaign’s effectiveness
Identify product benefits
Notes:
Creative decisions include identifying product benefits, developing and evaluating advertising appeals, executing the message, and evaluating the effectiveness of the campaign.

11. Identify Product Benefits
What is the attribute?
What is the benefit?

12. The Advertising Appeal
Identifies the reason for a person to buy a product
Unique Selling Proposition
Common Advertising Appeals:
Profit
Health
Love or romance
Fear
Fun
Vanity
Environmentalism

13. Executing the Message Mood or Image Musical Demon- stration Scientific
Chapter 15 Advertising and Public Relations
Mood or Image
Musical
Demon-
stration
Scientific
Real/
Animated
Product
Symbols
Fantasy
Lifestyle
Slice-of-Life
Humorous
Spokes-person/
Testimonial
Notes:
Message execution is the way an advertisement portrays its information. The AIDA plan is a good means of executing an advertising message.
An ad should immediately get attention, and hold consumers’ interest, create desire for the good, and motivate an action of purchase.
Exhibit 15.3 lists and describes the ten common executional styles for advertising. Executional styles often dictate the media utilized. For example, print works well for scientific executional styles, while demonstration and musical styles are more likely found in broadcast advertising.
Executional styles for foreign advertising are different from those in the United States. They often are sexually oriented or aesthetically imaginative.
Post-campaign evaluation can be the most demanding task facing advertisers.

14. When developing media strategy, answer these two questions:
Which media will effectively and efficiently get the message to the desired audience?
What scheduling of these media will neither bore nor allow people to forget?

15. Media Advantages/Disadvantages
Newspapers:
+ Convenient & quick
- Poor quality of print
Magazines:
+ Long-life ad
- Clutter

16. Media Advantages/Disadvantages
Television:
+ Audio-visual
+ Very high reach
- Expensive & perishable
Radio:
+ Flexible
+ Inexpensive
- Clutter & perishable

17. Media Advantages/Disadvantages
Internet
+ Inexpensive
+ High reach: worldwide
- Cannot reach non-computer users
Outdoor ads
+ High reach & frequency
- Brevity of message

18. Creating a Media Plan Cost per contact Reach Frequency
Gross Rating Points
Audience Selectivity

19. Media Scheduling Continuous Media Schedule
Chapter 15 Advertising and Public Relations
Continuous
Media Schedule
Advertising is run steadily throughout the period.
Flighted Media Schedule
Advertising is run heavily every other month or every two weeks.
Pulsing
Media Schedule
Advertising combines continuous scheduling with flighting.
Notes:
After choosing the media for the campaign, advertisers must schedule the ads. The media schedule designates the media to be used, the specific vehicles (such as the TV show), and the insertion dates of the advertising.
Continuous media schedule: Examples are Tide detergent and Ivory soap.
Flighted media schedule: Examples are television ads for new movies on specific days of the week. Examples: Movie ads on Wednesday and Thursday nights.
Pulsing media schedule: Heavier advertising during the best sales periods. Examples are back-to-school sales.
Seasonal media schedule: Advertising is concentrated when product is likely to be used. Examples are cold medication and suntan lotion.
Recency planning is the theory of scheduling television advertising for frequently purchased products, such as Coca-Cola and Tide detergent. Its main premise is to influence the brand choice of people who are ready to buy.
Seasonal
Media Schedule
Advertising is run only when the product is likely to be used.

20. Evaluating Advertising
Pretesting:
Focus groups
Quantitative studies
Posttesting:
Recall tests
Changes in attitudes
Generating inquiries
Sales performance

21. Ethical Issues in Advertising
Deceptive Advertising
Misleading advertising
Bait-and-switch
Puffery
Public Standards
Quality of Children’s Lives

22. Public Relations Public Relations
Chapter 15 Advertising and Public Relations
Public Relations
Public Relations
The element in the promotional mix that:
evaluates public attitudes
identifies issues of public concern
executes programs to gain public acceptance
Notes:
Marketing managers plan public relations campaigns that fit into the overall marketing plans and focus on targeted audiences.
Publicity is the effort to capture media attention and is initiated through a press release that furthers the public relations plans.

23. Publicity versus Public Relations
Chapter 15 Advertising and Public Relations

24. Functions of Public Relations
Chapter 15 Advertising and Public Relations
Press relations
Product publicity
Corporate communication
Public affairs
Lobbying
Employee and investor relations
Crisis management

25. Public Relations Tools
Chapter 15 Advertising and Public Relations
Product placement
Consumer education
Event sponsorship
Issue sponsorship
Internet Web sites
New product publicity
Online
Volkswagen
General Motors
How effective do you think the Internet is at achieving new-product publicity? Compare how Volkswagen and General Motors use the Internet to advertise their new models. Does the primary function of each Web site seems to advertising, publicity, or something else?

26. Managing Unfavorable Publicity
Chapter 15 Advertising and Public Relations
Managing Unfavorable Publicity
Crisis
Management
A coordinated effort to handle the effects of unfavorable publicity or of an unfavorable event.
Notes:
Crises do happen. Companies must have a communication policy firmly in hand before a disaster occurs because timing is uncontrollable.
For example, in 2004, McDonald's was caught off-guard after the release of the documentary film Super Size Me, which chronicled the deterioration of filmmaker Morgan Spurlock’s health while eating an all-McDonald’s product diet.
Discussion/Team Activity:
Identify other corporate crises and discuss how the public relations was handled. Examples: Wal-Mart’s low wages and sparse benefits, Exxon Valdez oil spill, Tylenol capsules cyanide poisoning.