ADVERTISING AND PUBLIC RELATIONS

Junamil C. Zamora

NATURE AND SCOPE OF ADVERTISINGFour features: 1. A verbal and/ or visual message2. A sponsor who is identified3. Delivery through one or more media4. Payment by sponsor to the media

carrying the message.

TYPES OF ADVERTISING According to target audience:

Consumer advertising Business-to-business advertising

According to what is being advertisedProduct (or service)

Direct action – seeks quick response Indirect action advertising –longer period of time

Institutional (or corporate) Customer service advertising – personal service

available Public service advertising – improve the quality of

life

TYPES OF ADVERTISING According to objective sought

Primary-demand advertising Designed to stimulate demand for generic

category such as parmesan cheese, Brazilian coffee, or cotton garments

Selective-demand advertising Intended for individual brands such as Kraft

cheese, Nescafe coffee, and Bench clothing

DEVELOPING AN ADVERTISING CAMPAIGNBefore designing an advertising campaign, management must undertake the ff.:1. Identify the target audience2. Establish over-all promotional objectives3. Determine an overall promotional theme

DEVELOPING AN ADVERTISING CAMPAIGN Steps: 1. Defining objectives 2. Establishing a budget 3. Creating a message 4. Selecting a media5. Evaluating effectiveness

DEFINING OBJECTIVES

In general, advertisers expect to accomplish four broad communication goals.

1. to generate attention2. be understood3. believed4. remembered

ESTABLISHING A BUDGET Once a marketing communications

budget has been established, it is allocated among the various activities making up the overall marketing communications program.

CREATING A MESSAGETypes of major advertising formats: Storyline Product uses and solutions Slice of life Demonstration Testimonials lifestyles Still life – portrays the product in a visually

attractive setting Association Montage Jingles

SELECTING MEDIAThere are general factors that influence media choice: a. Objectives of the advertisement – the purpose of

a particular advertisement and the goals of the entire campaign influence the choice of media to use.

b. Audience coverage – the audience reach by the medium should match the desired geographic area in which the product is distributed.

c. Requirements of the message – the medium should fit the message

d. Time and location of the buying decisione. Media cost

SELECTING MEDIAMajor Media Newspaper TV Direct mail Radio Magazines Out-of-Home Advertising Specialty Advertising Yellow pages Infomercials – information with entertainment

and product promotion WWW

PUBLIC RELATIONS VS. PUBLICITY Management tool designed to favorably

influence attitude towards an organization, its products, and its policies.

Publicity is any communication about an organization, its products or policies through a medium that is not paid for by the organization.

OTHER FORMS OF PUBLICITY Appearances - talk shows Event sponsorships - charitable

institutions

SCHEDULING The media schedule or media plan is

a time schedule identifying the exact media to be used and the dates when the advertisements are to appear.

There are some specific media vehicles that requires reach and frequency: Reach is the number of people exposed to

an advertisement in a given medium. Frequency is the number of times an

individual is expected to be exposed to an advertiser’s message.

Reference: Marketing: A Simplified Approach

Zenaida S. Diola Edgar M. Tichepco