Ad Nd Pub Relation
-
Upload
mohamed-sanfer -
Category
Documents
-
view
216 -
download
0
Transcript of Ad Nd Pub Relation
-
7/30/2019 Ad Nd Pub Relation
1/15
Chapter Objectives
Advertising and
Public Relations
CHAPT
ER
16
1
2
4 7
8
Identify the three major
advertising objectives and
the two basic categories of
advertising.
List the major advertising
strategies.
Describe the process of
creating an advertisement.
Identify the major types
of advertising appeals and
discuss their uses.
List and compare themajor advertising media.
Outline the organization
of the advertising
function and the role of
an advertising agency.
Explain the roles of cross-
promotion, public
relations, publicity, and
ethics in an organizations
promotional strategy.
Explain how marketers
assess promotional
effectiveness.
5
3 6
-
7/30/2019 Ad Nd Pub Relation
2/15
CHAPTER 16 Advertising and Public Relations
ADVERTISING
Advertising Paid, non- personal communicationthrough various media about a business firm, not-for-
profit organization, product, or idea by a sponsor identified
in a message that is intended to inform or persuade
members of a particular audience.
TYPES OF ADVERTISING
Product advertising Nonpersonal selling of a particular
good or service.
Institutional advertising Promotion of a concept, an
idea, a philosophy, or the goodwill of an industry,company, organization, person, geographic location, or
government agency.
-
7/30/2019 Ad Nd Pub Relation
3/15
CHAPTER 16 Advertising and Public Relations
OBJECTIVES OF ADVERTISING
Informative advertising Promotion that seeks to develop initial demand
for a good, service, organization, person, place, idea, or cause.
Persuasive advertising Promotion that attempts to increase demand for an
existing good, service, organization, person, place, idea, or cause.
Reminder advertising Advertising that reinforces previous promotional
activity by keeping the name of a good, service, organization, person, place,idea, or cause before the public.
Advertisers coordinate advertising objectives with the products stage in
the product life cycle.
-
7/30/2019 Ad Nd Pub Relation
4/15
CHAPTER 16 Advertising and Public Relations
ADVERTISING STRATEGIES
Advertising is a means of bringing buyers and sellers together.
Marketers often combine several strategies to meet their objectives.
COMPARATIVE ADVERTISING
Comparative advertising Advertising strategy that emphasizes messages
with direct or indirect promotional comparisons between competing brands.
Market leaders seldom acknowledge competing brands.
CELEBRITY TESTIMONIALS
Use of celebrity spokespeople for products.
Can build brand equity but can hurt brand if celebrity is hit by scandal.
-
7/30/2019 Ad Nd Pub Relation
5/15
CHAPTER 16 Advertising and Public Relations
RETAIL ADVERTISING
Includes all advertising by retail stores that sell goods or services directly
to the consuming public.
Cooperative advertising Strategy in which a retailer shares advertising
costs with a manufacturer or wholesaler.
INTERACTIVE ADVERTISING
Involves two-way promotional messages transmitted through
communication channels that induce message recipients to participate
actively in the promotional effort.
Changes balance between marketers and consumers.
-
7/30/2019 Ad Nd Pub Relation
6/15
CHAPTER 16 Advertising and Public Relations
ADVERTISING MESSAGES
Advertising campaign Series of different but related ads that use a singletheme and appear in different media within a specified time period.
ADVERTISING APPEALS
Appeals can provide information or appeal to emotion.
Fear appealsimply or state that incorrect buying decisions could lead to
bad consequences.
Humor seeks to create positive mood related to good or service.
Ads based on sex can be attention-getting, but they boost recall only if the
appeal is appropriate to the type of product.
-
7/30/2019 Ad Nd Pub Relation
7/15
CHAPTER 16 Advertising and Public Relations
DEVELOPING AND PREPARING ADS
Goals:
Gain attention.
Inform and/or persuade.
Lead to purchase or other desired action.
After idea conception, ad must be refined from roughsketch to finished layout.
CREATING INTERACTIVE ADS
Lively, engaging content.
Use of advertising in games, or advergames.
Banners are the most common form of online advertisement.
Use of pop-ups is declining; adware seen as disreputable.
-
7/30/2019 Ad Nd Pub Relation
8/15
CHAPTER 16 Advertising and Public Relations
MEDIA SELECTION
Broadcast Television
Cable Television
Radio
Newspaper
Direct Mail
Magazines- Consumer/Business
Outdoor
Internet
-
7/30/2019 Ad Nd Pub Relation
9/15
CHAPTER 16 Advertising and Public Relations
MEDIA SCHEDULING
After selecting media, marketers determine the most effective timing andsequence for a series of advertisements.
Influenced by seasonal sales patterns, repurchase cycles, and competitors
activities.
Measure effectiveness in three ways: Reachthe number of people exposed to an advertisement.
Frequencythe number of times an individual is exposed to an
advertisement. Minimum of three exposures is recommended.
Gross rating pointthe product of the reach times the frequency.
-
7/30/2019 Ad Nd Pub Relation
10/15
CHAPTER 16 Advertising and Public Relations
ORGANIZATION OF THE ADVERTISING
FUNCTION
Organizational arrangements vary from company to company.
Usually organized as a staff department reporting to a vice president of
marketing.
Major tasks include include advertising research, design, copywriting,media analysis, and in some cases, sales and trade promotion.
ADVERTISING AGENCIES
Advertising agency Firm whose marketing specialists help advertisers
plan and prepare advertisements.
May offer creativity and objectivity that is difficult to maintain in an
internal department.
-
7/30/2019 Ad Nd Pub Relation
11/15
CHAPTER 16 Advertising and Public Relations
PUBLIC RELATIONS
Firms communications and relationships with its various publics,including customers, employees, stockholders, suppliers, and government
agencies.
Serves broad objectives by enhancing prestige and image of all parts of the
organization.
PR department is link between the firm and the media.
Nonmarketing public relationsa companys messages about general
management issues.
Marketing public relations (MPR)narrowly focused public relations
activities that directly support marketing goals.
Publicity Nonpersonal stimulation of demand for a good, service, place,
idea, person, or organization by unpaid placement of significant news
regarding the product in a print or broadcast medium.
-
7/30/2019 Ad Nd Pub Relation
12/15
CHAPTER 16 Advertising and Public Relations
CROSS-PROMOTION
Cross-promotion Promotional technique in which marketing partnersshare the cost of a promotional campaign that meets their mutual needs.
Provide greater benefits in return for both partners.
Example: Cingular Wireless promoting artists such as Coldplay, Gwen
Stefani, and Alicia Keys. Cingular sells more ringtones because it features these artists.
Artists gain greater exposure.
C
http://www.cingular.com/learn/ringtones-downloads/tones-graphics/ringtones.jsphttp://www.cingular.com/learn/ringtones-downloads/tones-graphics/ringtones.jsp -
7/30/2019 Ad Nd Pub Relation
13/15
CHAPTER 16 Advertising and Public Relations
MEASURING PROMOTIONAL EFFECTIVENESS
Promotional prices vary widely.
Because of expense, advertising professionals must demonstrate how
promotional programs contribute to increased sales and profits.
MEASURING ADVERTISING EFFECTIVENESS
Media researchassesses how well particular medium delivers message,
where and when to place the message, and the size of the audience.
Message researchtests consumer reactions to an advertisements creative
message.
Pretestingassessing an advertisements likely effectiveness before it iscompleted.
Posttestingassessing advertisements effectiveness after it
has appeared.
CHAPTER 16 Ad ti i d P bli R l ti
-
7/30/2019 Ad Nd Pub Relation
14/15
CHAPTER 16 Advertising and Public Relations
MEASURING PUBLIC-RELATIONS
EFFECTIVENESS
Count media placements, conducting public opinion polls.
Conduct focus groups, interview opinion leaders,
before-and-after polls.
EVALUATING INTERACTIVE MEDIA
Hitsuser requests for a file.
Impressionsnumber of times a viewer sees an ad.
Click-throughsuser clicks ad for more information.
View-throughmeasure response over time.
CHAPTER 16 Ad ti i d P bli R l ti
-
7/30/2019 Ad Nd Pub Relation
15/15
CHAPTER 16 Advertising and Public Relations
ETHICS IN NONPERSONAL SELLING
ADVERTISING ETHICS Advertising to children, advertising alcohol, and the use of
cookies on Web sites are all areas of ethical controversy.
Pufferyexaggerated claims of a products superiority or the
use of subjective or vague statements that may not be literally true. Uniform Commercial Code distinguishes puffery from
specific, quantifiable statements.
ETHICS IN PUBLIC RELATIONS
Issues include performing services for companies that produce unsafe
products.
Public Relations Society of Americas Code of Professional Standards
prohibits promoting products or causes widely known to be harmful.
http://www.prsa.org/aboutUs/ethics/index.htmlhttp://www.prsa.org/aboutUs/ethics/index.html