advertising & public relations


INTRO

TION

DYNAMIC PERFORMERSTo change System Dynamically

WAQAS SIDDIQUI SHABIR MALIK

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Presented by:Presented to: PROFESSOR NABEEL

Topic: ADVERTISING & PUBLIC RELATION


LEARNING OBJECTIVES

1. What is Advertisement?2. How to Advertise?3. Why we Advertise ?4. Where should be

Advertisement ?5. Which Media is best for

Advertisement ?6. What is Public Relation?7. What does PR do?8. How to Use PR?


PROMOTION

3-Direct Marketi

ng


Sales Era


Industrial Revolution


ORIGIN OF ADVERTISEMENT The word advertising is derived from two Latin

Words ‘Ad’ and ‘Verto’

Ad Towards

Verto I turn

Literally it means to TURN THE PEOPLE’S ATTENTION to a SPECIFIC THING


Advertising is any

PAID FORM1of

NON-PERSONAL PRESENTATION 2 and

PROMOTION OF IDEAS, GOODS, OR SERVICES 3by an

IDENTIFIED SPONSOR4

DEFINATION


Importance of Advertisement


MISSIONCommunication

Objective Sales objective

MONEY

Method in Setting of Ad Budget

Factors Affecting Ad Budget

MESSAGE

Message Strategy Message

Execution

MEDIA

Reach , Frequency, Impact

Major Media TypesSpecific Media

VehiclesMedia Timing

MEASUREMENT

Communication Impact

Sales & Profit Impact

Return on Advertising

THE FIVE M’S OF ADVERTISING


1-MISSION (Objective)


1-INFORMATIVE

2-PERSUASIVE

3-COMPARATIVE

4-REMINDER

ADVERTISING MISSIONS


1 - INFORMATIVE ADVERTISING•Build Primary Demand


2 - PERSUASIVE ADVERTISING•Build Selective Demand


3 - COMPARATIVE ADVERTISING•Help consumer for Compression with your Competitor


4 - REMINDER ADVERTISING•Keeps Consumers Thinking About a Product


2- MONEY (Budget)

DEFINATION“Numerical Expression of Future expected Expenditure”


1. AFFORDABLE

2. PERCENTAGE OF SALES

3. COMPETITIVE-PARITY

4. OBJECTIVE-AND-TASK

ADVERTISING BUDGET METHODS


1-STAGE IN THE PRODUCT LIFE CYCLE

2-MARKET SHARE

3-PRODUCT DIFFERENTIATION

4-ADVERTISING FREQUENCY

FACTORS IN SETTING THE ADVERTISING

BUDGET


ADVERTISING STRATEGYSTRATEGY:“A Broad action plan to which help you achieve your

Objectives”


ADVERTISING

STRATEGY

HOW TO CREATE ? HOW TO DELEVER ?

STRATEGY & TECHNIQUES

MESSAGE

SELECTING MEDIUM

MEDIA


3-MESSAGE


HOW TO CREATE ADVERTISING MESSAGE

STRATEGY IN MESSAGE :

What type of NEEDS or DESIRES targeting?

Who are TARGET AUDIENCE?

What will be the significant AUDIO VISUAL image?

Which type of WORDS or SLOGAN should be use?

What will be the UNDERLYING message in the Ad?

Follow up the AIDA Rule


Get Attention

Hold Interest

Arouse Desire

Obtain Action

CREATE THE ADVERTISING MESSAGE ACCORDING TO THE AIDA RULE


COMMON ADVERTISING STRATEGIES


4-MEDIA


1-PRESS ADVERTISING

2- OUT DOOR ADVERTISING

3-DIRECT MAIL ADVERTISING

4-AUDIO VISUAL ADVERTISING

TYPES OF ADVERTISING MEDIA


1- PRESS ADVERTISEMENT


NEWSPAPER Ad

MAGAZINES

JOURNALS

PRESS ADVERTISEMENT


PRESS ADVERTISEMENT STRATEGY

RIGHT KIND OF NEWSPAPER

AT THE RIGHT PLACE

TO GET BETTER VISIBILITY


25%

- Full Page Ad – 75% of People to Notice it

75% Noticed

25% Wasted


-Half Page Ad – 50% of People to Notice it

50% Noticed

50% Wasted


-Quarter Page Ad30% of people to notice it

Wasted Quarter page

30 %

70 %


ADVERTISEMENT ON FIRST & LAST PAGE

Advertisement on the first and last pages are more

superior


2- OUT DOOR ADVERTISEMENT


1- Posters

2- Hording

3-Balloons or sky Ad

4-Ad on Vehicles

OUTDOOR ADVERTISEMENT


3- DIRECT MAIL ADVERTISEMENT


DIRECT MAIL ADVERTISEMENT

Circular Letters

Catalog

Pamphlets

Broacher

Postcards


4- AUDIO – VISUAL ADVERTISEMENT


RADIO ADVERTISEMENT


TELEVISION ADVERTISEMENT


STRATEGY TO GET THE ATTENTION OF THE VIEWERS

AIRING OF SAME

ADVERTISEMENT

ON VARIOUS CHANNEL

AT THE SAME TIME

VISUAL ADVERTISEMENT


5-MEASUREMENT


Advertising Program MESUREMENT

COMMUNICATION EFFECTS

Is the Ad Communicating Well?

SALES EFFECTS

Is the Ad Increasing Sales?


INDIAN Brand Manager of COCA COLA

PARESH JOSHI


1- SIMPLE MESSAGE

2- ATTRACTION

3-PRODUCT ORIENTATION

4-APPEAL TO REASON

CHARACTERISTICS OF GOOD ADVERTISEMENT


1- Violation of Govt. Regulation

2- Social Responsibility

3-Directly TAUNT to your Competitor

4-Unethical Advertisement

CAUSES OF BAD ADVERTISMENT


If a circus is coming to town And paint a sign saying

"Circus coming to the ground on Saturday,"

that's ADVERTISING


If the sign put on the back of an elephant and walk him into town,

that's PROMOTION


If the elephant walks through the mayor's home,

that's PUBLICITY


If you can get the mayor to laugh about it,

that's PUBLIC RELATIONS!


Building good relations with the company’s various publics

Obtaining favorable publicity

Building up a good corporate image

Handling or heading off unfavorable rumors, stories, and events

PUBLIC RELATION


FUNCTIONS OF PUBLIC RELATIONS


•Press Relations 1•Product Publicity2•Public Affairs3



•Lobbying4•Investor Relations5•Development of PR6



1- PRESS RELATIONS


2- PRODUCT PUBLICITY


3- PUBLIC AFFAIRS


4- INVESTOR RELATION


5- LOBBYING


6-DEVELOPMENT OF PUBLIC RELATION


PUBLIC RELATION TOOLS


1- NEWS

2- SPEECHES

3- SPECIAL EVENTS & GRAND OPENINGS

4-WRITTEN MATERIALS


5- Audiovisual Materials

6- Corporate Identity Materials

7- Public Service Activities

8- Social Networking


1- NEWS


2- SPEECHES


3- SPECIAL EVENTS & GRAND OPENINGS


4- WRITTEN MATERIALS


5- AUDIO VISUAL MATERIALS


6- CORPORATE IDENTITY MATERIALS


7- PUBLIC SERVICE ACTIVITIES


8- SOCIAL NETWORKING


THE ROLE & IMPACT OF PUBLIC RELATION

Educate Target Audiences

Build Credibility & Build Positive Image

Remove Misconceptions

Provide Long Term Mileage To Company Extend Promotions Or Advertising


ADVERTISING VS PUBLIC RELATIONAdvertising Is the Wind , PR Is the SunAdvertising Uses the Big Bang, PR Uses

the Slow BuildupAdvertising Is Self-Directed, PR Is Other

DirectedAdvertising Dies, PR LivesAdvertising Is Expensive, PR Is

InexpensiveAdvertising generates sales, PR

Generates goodwill


ASSISTANCE

PR and Advertising are Complementary. One alone cannot reach places where both

together can..


Special Thanks to

“A little Effort from the Desk of DYNAMIC PERFORMERS B.S. Commerce 5th Semester

Federal Urdu University Abdul Haq Campus”

This Presentation Dedicated to Commerce Department

“Wish you all Happy Learning”

.COMWWW.

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