chapter 15 advertising and public relations
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Chapter 15Advertising and Public Relations
Advertising
A persuasive message carried by a nonpersonal medium and paid for by an identified sponsor.
Two types:Product advertisingInstitutional advertising
Institutional Advertising
Advertising designed to Advertising designed to promote an promote an organizational image or organizational image or to build goodwill. to build goodwill.
Example:Example:
GE’s “We bring good GE’s “We bring good things to light.”things to light.”
Advocacy AdvertisingAdvertising in which
an organization expresses its views on controversial issues or responds to media attacks
Product AdvertisingAdvertising promoting a specific
product.Two types:Direct-action advertisement:
stimulates immediate purchaseIndirect-action advertisement:
stimulates sales over the long run.
Product AdvertisingPioneering
Competitive
Comparative
Creative Decisions in Advertising
AdvertisingCampaign
AdvertisingCampaign
A series of related advertisements focusing on a common theme, slogan, and set of advertising appeals.
Creative Decisions in Advertising
Determine the advertising objectives
Make creative decisions Make media decisions
Evaluate the campaign
Some Specific Advertising Objectives Might Include:Sales lead
generationIncreasing brand
awarenessIncreasing repeat
purchasesIncreasing
consumption by current users
Creative Decisions
Develop and evaluateadvertising appeals
Develop and evaluateadvertising appeals
Execute the message
Execute the message
Evaluate thecampaign’s effectiveness
Evaluate thecampaign’s effectiveness
Identify product benefits
Identify product benefits
Identify Product BenefitsWhat is the
attribute?What is the benefit?
The Advertising AppealIdentifies the reason
for a person to buy a productUnique Selling
Proposition
Common Advertising Appeals:ProfitHealthLove or romanceFearFunVanityEnvironmentalism
Executing the Message
Mood or Image
Mood or Image
MusicalMusical
Demon-strationDemon-stration
ScientificScientific
Real/AnimatedProductSymbols
Real/AnimatedProductSymbols
FantasyFantasy
LifestyleLifestyle
Slice-of-Life
Slice-of-Life
HumorousHumorous
Spokes-person/
Testimonial
Spokes-person/
Testimonial
When developing media strategy, answer these two questions:
Which media will effectively and efficiently get the message to the desired audience?
What scheduling of these media will neither bore nor allow people to forget?
Media Advantages/Disadvantages
Newspapers:+ Convenient &
quick- Poor quality of
printMagazines:+ Long-life ad- Clutter
Media Advantages/DisadvantagesTelevision:+ Audio-visual+ Very high reach- Expensive &
perishableRadio:+ Flexible+ Inexpensive- Clutter & perishable
Media Advantages/Disadvantages
Internet+ Inexpensive+ High reach: worldwide- Cannot reach non-
computer usersOutdoor ads+ High reach & frequency+ Inexpensive- Brevity of message
Creating a Media PlanCost per contactReachFrequencyGross Rating
PointsAudience
Selectivity
Media SchedulingContinuous
Media Schedule
Flighted Media Schedule
PulsingMedia Schedule
SeasonalMedia Schedule
Advertising is run steadily throughout the period.
Advertising is run heavily every other month or every
two weeks.
Advertising combines continuous scheduling with
flighting.
Advertising is run only when the product is likely to be
used.
Evaluating AdvertisingPretesting:
Focus groupsQuantitative studies
Posttesting:Recall testsChanges in attitudesGenerating inquiriesSales performance
Ethical Issues in AdvertisingDeceptive Advertising
Misleading advertisingBait-and-switchPuffery
Public StandardsQuality of Children’s Lives
Public RelationsPublic Relations
Public Relations
The element in the promotional mix that:
evaluates public attitudes identifies issues of public
concern executes programs to gain
public acceptance
Publicity versus Public Relations
Press relations Press relations
Product publicityProduct publicity
Corporate communicationCorporate communication
Public affairsPublic affairs
LobbyingLobbying
Employee and investor relationsEmployee and investor relations
Crisis managementCrisis management
Functions of Public Relations
Product placementProduct placement
Consumer educationConsumer education
Event sponsorshipEvent sponsorship
Issue sponsorshipIssue sponsorship
Internet Web sitesInternet Web sites
New product publicityNew product publicity
Public Relations Tools
CrisisManagement
CrisisManagement
Managing Unfavorable Publicity
A coordinated effort to handle the effects of unfavorable publicity or of an unfavorable event.