Reaching New Heights... Advertising, Public Relations, and Crisis Communication Chapter XII...

Reaching New Heights . . .Reaching New Heights . . . Reaching New Heights . . .Reaching New Heights . . .

Advertising, Public Relations, and Crisis Advertising, Public Relations, and Crisis CommunicationCommunication

Chapter XIIChapter XII

Advertising, Public Relations, and Crisis Advertising, Public Relations, and Crisis CommunicationCommunication

Chapter XIIChapter XII

Integrating Marketing in the Leisure IndustryIntegrating Marketing in the Leisure Industry

Objectives…you should be able Objectives…you should be able to:to:Objectives…you should be able Objectives…you should be able to:to:

• List the elements of the communication mix

• Understand advantages and disadvantages in advertising methods

• Name and explain the 4 major groups in advertising

• Critically think about advertising methodology and apply them to real situations

• Understand the difference between advertising and public relations

• Identify the strategies for crisis communication management

Communication Mix ToolsCommunication Mix ToolsCommunication Mix ToolsCommunication Mix Tools

• Public Relations

• Community Relations

• Advertising

• Direct Sales

• Sponsorships

• Internal Marketing

• Quality Service/Stewardship

AdvertisingAdvertisingAdvertisingAdvertisingAdvertising is paying for media-related attention.

Textbook definition

Advertising: Any paid form of non-personal communication about an organization, product, service, or idea by an identified sponsor.

– American Marketing Association

Suggestions for improving the effectiveness of advertisements:

- Design and layout of ads - Positioning advertisements in publications - Size of advertisement- Frequency of appearance - Color of ads

The Development of the Advertising The Development of the Advertising IndustryIndustryThe Development of the Advertising The Development of the Advertising IndustryIndustry

• Advertising-supported Media– Penny papers (1930s) resulted in move from

subscription revenues to advertising revenues

– Ladies’ Home Journal (1887) designed as medium for consumer advertising

– CBS radio founded to sell cigars and other products

– Robert Niles: “We’re in the business of selling audiences to advertisers.”

The Development of the Advertising The Development of the Advertising IndustryIndustryThe Development of the Advertising The Development of the Advertising IndustryIndustry

• Types of Advertising– Consumer advertising

• Product or service (ex: new truck)• Local / direct action – immediate response• National / indirect action – investment in product image

– Advocacy advertising• Point of view rather than product (ex: nonsmoking)

– Trade advertising• Business-to-business (ex: business software)

The Advertising BusinessThe Advertising BusinessThe Advertising BusinessThe Advertising Business

• Four major groups in advertising– The client with the product to promote

– The advertising agency

– The medium that carries the message

– The audience that the client hopes to influence


• The client– Goal:

• To sell a product or an idea• To build awareness of a product or change its

perception by the audience• To increase sales of a product

– Example: Arm and Hammer’s Baking Soda

– Example: Coca-Cola and Coke Classic


• The advertising agency– Originated in 1840s with ad space

brokers– 1868 – N.W. Ayer and Son provide full

advertising services in Philadelphia– Shift from representing media, with space

to fill, to representing client, with product to sell

– 3 major services: research, creative activity, and media planning


• The advertising agency– Research

• Study and track the audience• Develop objectives• Ad tests

– Creative activity• Big idea – grab attention, take notice, take

action• Develop a brand image

– Media planning– Agency size and income


• The medium– Carries the advertisements– Media include: newspapers, magazines,

outdoor, radio, television, Internet, movies, books

– Each medium has different characteristics which must be matched to the message and audience

• Local vs. national Primary or companion activity

• Degree of detail Number of senses• General vs. niche Degree of coverage

The Advertising BusinessThe Advertising BusinessThe Advertising BusinessThe Advertising Business• The audience

– Targeting attempts to reach a particular group

– Audience defined by:• Demographics – age, income, sex, marital

status• Geographics – where the audience lives• Psychographics – attitudes, opinions, goals,

interests

– Example: Mountain Dew targeted at audience to whom extreme sports are attractive

Advertising in Contemporary CultureAdvertising in Contemporary CultureAdvertising in Contemporary CultureAdvertising in Contemporary Culture

• Advertising is a central part of American culture

• Critics charge that advertising places burden on society

• Clutter reduces the impact of any given advertisement

• No research has been done to verify the effectiveness of subliminal advertising

Advertising in Contemporary CultureAdvertising in Contemporary CultureAdvertising in Contemporary CultureAdvertising in Contemporary Culture

• Advertisements can be more significant than their context– Example: “1984” by Apple and Ridley

Scott

• Advertising to children– Prevalent -- $300 million spent in 1998

on commercials aimed at children– Joe Camel campaign and the onset of

smoking

Note table 12.1 on p.271Note table 12.1 on p.271Note table 12.1 on p.271Note table 12.1 on p.271

• Very useful resource– You may also want to reference this table

when completing your marketing plan budget later in the semester!

• Some companies believe using celebrities in their ads to help fight clutter because a celebrity may make an ad stand out from the rest

• Most powerful words for Headlines – free – new

• The gay market is important to advertisers now because it is perceived as relatively upscale

Advertising MethodsAdvertising MethodsAdvertising MethodsAdvertising Methods• Newspapers• Television (cable, local, national)• Radio• Magazines/periodicals/journals• Internet/email• Billboards/ busboards/ benchboards• Direct mail• Yellow pages• Electronic displays (LED strips, interactive computer kiosks)• Signage• Sponsorships• Chamber of commerce, church bulletin, and special programs• Cooperative or exchange advertising with agencies• Posters• Point of purchase displays• Grocery bags, restaurant placemats, bowling alley score sheets,

cash register receipts, etc.

Lets chat!Lets chat!Lets chat!Lets chat!

• Based on your text book reading…Which ones spoke to you the most and why?

• Now, Get with a partner and face directly (knees to knees for example) so that your partner has your full attention

– Then, Discuss the advantages and disadvantages of 4 types of advertising methods (I will give you a list)

– When you are done…let’s chat as a class…..

• Finally, using 2 of the methods…. tips from the beginning of the chapter, and incorporating what you have learned thus far….with your partner….come up with to ads.

Examples of AdvertisingExamples of AdvertisingExamples of AdvertisingExamples of Advertising

• Clearly defined objectives for an advertising agency to accomplish

• The agency should be a partner in achieving the objectives

• Involve all key internal personnel in working with the advertising agency

• Solicit several advertising agencies in a request for proposal (RFP) process

• The agency ability to be creative and compelling

• The agency culture and expertise

• Can the agency afford them

Selecting an Advertising AgencySelecting an Advertising AgencySelecting an Advertising AgencySelecting an Advertising Agency

NewspapersNewspapersNewspapersNewspapers• Original advertising medium• Today, they carry majority of local advertising and

significant amount of national ads.• Sunday paper has dropped consistently over the last

several years.• In what way are Newspaper ads are more effective

than radio or TV ads?– newspaper ads allow advertisers to give detailed information

• Can target zoned coverage– Specific areas of the city

MagazinesMagazinesMagazinesMagazines

• Excellent medium for reaching a specific niche audience (more narrow audience)

• May be the only alternative to direct mail for reaching the target audience

• Offer higher print quality than newspaper

• Requires a longer read time than newspaper, thus, requires careful planning.

OutdoorOutdoorOutdoorOutdoor• The limitation of outdoor ads is that they can

only contain a short simple message• Most prominent are billboards: “Spots available”

– Have to be short and eye catching!

• $5.2 billion spent on outdoor ads in 2002• Other methods?

– Painted barns– Shingles on roofs– Posters– Flyers

– Buses– Bottom of golf holes– Cups in the fence– Side walks

RadioRadioRadioRadio• Enables repeat ads to a narrow audience

– Usually by demographic group• Teens• Young-adult males

• Short lead time and low cost– Can be free if you are non-profit

• Can be effective in big cities in during the commute time, aka: drive time means -– morning and afternoon

TelevisionTelevisionTelevisionTelevision• Best way to reach mass audience

– Offers sound motion, and visuals

• Best time slots sold nearly a year in advance• New age in TV allows for targeted advertising

– MTV– WB– Hispanic market

• Local TV networks (and cable) can reach the local consumer too!

• Biggest problem with TV is Clutter

InternetInternetInternetInternet• Banner ad

– Most pervasive form of Internet ad– Major advantage of the banner over broadcast and print ads

• Technology allows clients to know exactly how many people have viewed them and clicked on them for more info!

– Main problem is not many people click on the ads

• Pop ups and pop-unders– Only 5% of internet ads in 2002– Most noticed and effective, clicked on twice as much as

banners in 2002

• Interactive components– Where you can email a model in the Calvin Klein cologne

Reaching New Heights... Advertising, Public Relations, and Crisis Communication Chapter XII...

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