1. CHAPTER 13 Advertising & Public Relations
M A R K E T I N G
Real People, Real Choices
CHAPTER 13 Advertising & Public Relations

2. Chapter Objectives Define advertising & describe the major types
Describe the process of developing an advertising campaign
Explain how marketers evaluate advertising
Explain the role of public relations
Describe the steps in developing a public relations campaign
Understand direct marketing

3. It’s an Ad Ad Ad Ad World
Advertising is nonpersonal communication paid for by an identified sponsor using mass media to persuade, inform, & remind an audience

4. Types of Advertising
Product advertising - message focuses on a specific product
Institutional advertising - message focuses on activities, personality, or point of view of a company
advocacy advertising
public service advertisements (PSAs)

5. Purposes of Product Advertising
To educate people about a new product & what it does
To emphasize a brand’s features & try to convince the target market to choose it over other options
To ensure that people won’t forget about a well-established product

6. Developing an Ad Campaign
Identify the Target Market
Establish objectives
Message & Budget
Design Ad Campaign
Pretest Campaign
Choose Media & Schedule

7. Advertising Appeals
Reasons Why (USP)
Comparative Advertising
Demonstration
Testimonial
Slice-of-Life
Lifestyle
Fear
Sex
Humor
Slogans & Jingles

8. Name That Brand!
Double your pleasure, double your fun
Good to the last drop
My bologna has a first name….
I’d like to buy the world a _____

9. Media: Television Pros Creative and flexible Prestigious
High impact messages
Network TV is cost effective for reaching mass audience
Cable TV is good for reaching targeted group
Cons
Quickly forgotten
Requires frequent repetition
Increasingly fragmented audiences
High costs on an absolute basis
Shorter ads result in increased clutter

10. Media: Radio Pros Good for selective targeting Heard out of home
Relatively low cost
Can be modified quickly
Uses listener imagination
Cons
Listeners may not pay full attention
Small audiences mean ads must be repeated frequently
Not appropriate for products requiring demonstration

11. Media: Newspapers Pros Wide exposure and extensive market coverage
Flexible format permits use of color, different sizes and editions
Useful for comparison shopping
Local retailers can tie in with national ads
Cons
Most don’t spend much time reading newspapers
Low readership among teens and young adults
Short life span
Very cluttered

12. Media: Magazines
Pros
Narrowly targeted audiences by specialized magazines
High credibility and interest level provide good ad environment
Long life span and pass along rate
Excellent visual quality
Cons
With exception of direct mail, the most expensive form
Long deadlines
Must use several magazines to reach target

13. Media: Outdoor Pros Very high reach Low cost
Good for supplementing other media
Cons
Hard to communicate complex messages
Cannot demonstrate product effectiveness
Controversial & disliked

14. Media Scheduling
Specifies the exact media to use for the campaign, when & how often the message should appear
Outlines the planner’s best estimate of which media & vehicles will be most effective in attaining campaign objectives

15. Factors Affecting Media Scheduling
Target market profile
People reached by different vehicles
Advertising patterns of competitors
Capability of medium to convey desired information
Compatibility of product with editorial content

16. Public Relations
Attempts to influence the attitudes & perceptions of consumers, stockholders, & other stakeholders toward companies, brands, politicians, celebrities, not-for-profit organizations
Do something good, then talk about it
Unpaid placement

17. Objectives of Public Relations
Introducing new products to manufacturers
Introducing new products to consumers
Influencing government legislation
Enhancing the image of a city, region, or country
Calling attention to a firm’s involvement with the community

18. PR Campaign Strategy
Statement of objectives
Situation analysis
Specification of target audiences, messages to be communicated, specific program elements to be used
Timetable & budget
Discussion of how the program will be evaluated

19. PR Activities Press Releases Internal PR Lobbying Speech writing
Corporate identity
Media relations
Sponsorships
Special events
Advice & counsel

20. Press Release Types
Timely topics
Research project stories
Consumer information

21. Direct Marketing
Any direct communication to a consumer or business recipient that is designed to generate a response in the form of an order, a request for further information, and/or a visit to a store or other place of business for purchase of a product

22. Forms of Direct Marketing
Mail order
Catalogs
Direct mail
Telemarketing
Direct response television
Infomercials
Home shopping networks