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CHAPTER 13Module 1

One to Many: Advertising, Public Relations, and

Consumer Sales Promotions

Chapter Thirteen

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Chapter Objectives

Tell what advertising is, describe the major types of advertising, and discuss some of the criticisms of advertising

Describe the process of developing an advertising campaign and how marketers evaluate advertising

Explain the role of public relations and the steps in developing a public relations campaign

Explain what sales promotion is, and describe the different types of consumer sales promotions activities

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Advertising: The Image of Marketing

Expenditures on traditional advertising are changing

Marketers are diverting more money into alternative media

Advertising is still best way to reach mass audiences

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Figure 13.1Types of Advertising

BP Oil Spill Ad

Ad Council Ads

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Product Advertising

The ad at left offers a typical example of product advertising

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Who Creates Advertising?

Advertising campaign: A coordinated, comprehensive plan that carries out promotion objectives and results in a series of ads placed in media over a period of time

Outside agencies are often retained to oversee campaigns:• Limited-service agency • Full-service agency

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Who Creates Advertising?

Advertising agencies employ specialists who perform a variety of functions: • Account management• Creative services• Research and marketing services• Media planning

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User-Generated Advertising Content: Do-it-Yourself Advertising

User-generated content (UGC) or consumer-generated media (CGM)Online consumer comments, opinions, advice and discussions, reviews, photos, images, videos, podcasts, webcasts, and product related stories available to other consumers• Must be monitored and encouraged

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User-Generated Advertising Content: Crowdsourcing

CrowdsourcingA practice in which firms outsource marketing activities (such as selecting an ad) to a community of users• Consumers are great sources of ideas• Independent contractors are also being

targeted

SkiUtah.com

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End Module 1

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CHAPTER 13Module 2

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Figure 13.2Steps to Develop an Advertising

Campaign

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Figure 13.3Creative Elements of

Advertising

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Product Advertising

The ad at left offers a typical example of product advertising

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Humor Advertising

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Sex Appeal

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Develop the Advertising Campaign

Execution formats• Describe the basic

structure of the message Comparison Demonstration Testimonial Slice of life Lifestyle

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Develop the Advertising Campaign

Creative tactics and techniques• Animation and art• Celebrities• Music, jingles, and

slogans

Sporacle.com

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End Module 2

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CHAPTER 13Module 3

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Develop the Advertising Campaign

Step 4: Pretest what the ads will say• Pretesting:

Research method that seeks to minimize mistakes by getting consumer reactions to ad messages before they appear in the media

Eye Tracking Example

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Develop the Advertising Campaign

Step 5: Choose the media type(s) and media schedule• Media planning:

The process of developing media objectives, strategies, and tactics

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Where To Say It: Traditional Media

Each of the traditional media has pros and cons• Television• Radio• Newspapers• Magazines

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Where To Say It: Digital Media

Digital media takes many forms• Own, paid, and earned media • Website advertising• Banners and buttons• Pop-up ads• Search engines and directory listings• E-mail advertising• Mobile advertising• Video sharing

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Where To Say It: Branded Entertainment

Branded entertainmenta form of advertising in which marketers integrate products into entertainment venues• Product placements• Advergaming

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Where To Say It: Support Media

Support media reaches people who are not reached by mass media advertising • Directories• Out-of-home media• Place-based media• RFID technology

Renault’s use of RFID

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Media Scheduling: How Often To Say It

Typical advertising patterns:• Continuous

scheduleWearout may be

a problem

• Pulsing schedule• Flighting schedule

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Media Scheduling

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Develop the Advertising Campaign

Step 6: Evaluate the advertising• Posttesting:

Research on consumers’ responses to advertising they have seen or heardUnaided recall Aided recall Attitudinal measures

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End Module 3

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CHAPTER 13Module 4

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Public Relations

Public relations (PR):Communication function that seeks to build good relationships with an organization’s publics

Proactive PR activities stem from a firm’s marketing objectives• Publicity

PR is critical when a firm’s image is at risk due to negative publicity

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Figure 13.5Objectives and Tactics of Public

Relations

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Objectives of Public Relations

Typical objectives include:• Introduce new products to retailers• Introduce new products to consumers• Influence government legislation• Enhance the image of a firm• Provide advice and counsel• Enhance the image of a city, region, or

country• Manage a crisis• Call attention to a firm’s involvement with the

community

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Public Relations Tactics

Press releases (various forms) Internal PR Investor relations Lobbying Speech writing

Corporate identity Media relations Sponsorships Special events Guerilla marketing

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Sponsorships

McDonald’s has sponsored the FIFA World cup since 1994 in restaurants worldwide

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Sales Promotion

Sales promotions:Programs designed to build interest in or encourage purchase of a product during a specified period of time• Deliver short-term sales results• Can target end consumers, channel

partners, and/or employees

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Figure 13.6Types of Consumer Sales

Promotion

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Table 13.4Consumer Sales Promotion

Techniques: A Sampler

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Table 13.4Consumer Sales Promotion

Techniques: A Sampler

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Sampling

The Weinermobile draws attention to Oscar Mayer’s sampling efforts

End Chapter 13

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