advertising and public relations - deukisi.deu.edu.tr/sumeyra.kurt/mrk...

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Chapter Fifteen

Advertising and Public Relations

Copyright ©2014 by Pearson Education, Inc. All rights reserved

Advertising and Public Relations Topic Outline

Advertising

– Setting Advertising Objectives

– Setting the Advertising Budget

– Developing Advertising Strategy

– Evaluating Advertising Effectiveness and Return on Advertising Investment

– Other Advertising Considerations

Public Relations

– The Role and Impact of Public Relations

– Major Public Relations Tools


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Advertising is any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor

Advertising


Advertising

Major Advertising Decisions


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AdvertisingSetting Advertising Objectives

An advertising objective is a specific communication task to be accomplished with a specific target audience during a specific time


Advertising

Informative advertising is used when introducing a new product category to build primary demand

Persuasive advertising is important with increased competition to build selective demand

Reminder advertising is important with mature products to help maintain customer relationships and keep customers thinking about the product

Setting Advertising Objectives


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Possible Advertising Objectives

Table 15.1

Possible Advertising Objectives

Informative Advertising

• Communicating customer value

• Building a brand and company image

• Telling the market about a new product

• Explaining how a product works

• Suggesting new uses for a product

• Informing the market of a price change

• Describing available services & support

• Correcting false impressions

Persuasive Advertising

• Building brand preference

• Encouraging switching to a brand

• Changing customer perceptions of

product value

• Persuading customers to purchase now

• Persuading customers to receive a sales

call

• Convincing customers to tell others

about the brand

Reminder Advertising

• Maintaining customer relationships

• Reminding consumers that the product

may be needed in the near future

• Reminding consumers where to buy the

product

• Keeping the brand in a customer’s mind

during off-seasons


Setting Advertising Budget

• Stage in product life cycle

• Market share

• Competition

Factors


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Advertising

Advertising strategy is the strategy by which the company accomplishes its advertising objectives and consists of:

• Creating advertising messages

• Selecting advertising media

Developing Advertising Strategy


Developing Advertising Strategy

Advertisements need to break through the clutter:

• Gain attention

• Communicate

well

Creating the Advertising Message


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Advertising

Message strategy is the general message that will be communicated to consumers

• Identifies consumer benefits

• Follows from company’s broader positioning and customer value creation strategies



Advertising

Creative concept is the idea that will bring the message strategy to life and guide specific appeals to be used in an advertising campaign

Characteristics of the appeals include:

• Meaningful

• Believable

• Distinctive



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Advertising

• Message execution is when the advertiser turns the big idea into an actual ad execution that will capture the target market’s attention and interest.

• The creative team must find the best approach, style, tone, words, and format for executing the message.



Advertising


Slice of life Lifestyle Fantasy

Mood or image Musical

Personality symbol

Technical expertise

Scientific evidence

Testimonial or

endorsement


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Advertising

Message execution also includes:

• Tone

– Positive or negative

• Attention-getting words

• Format

– Illustration

– Headline

– Copy



Advertising

• YouTube videos

• Brand website contests

• Positives

– Low expense

– New creative ideas

– Fresh perspective on brand

– Boost consumer involvement

Creating the Advertising MessageConsumer Generated Messages


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Advertising

Major steps include:

• Deciding on reach-frequency-impact

• Selecting media vehicles

• Deciding on media timing

Selecting Advertising Media


Advertising

Reach is a measure of the percentage of people in the target market who are exposed to the ad campaign during a given period of time

Frequency is a measure of how many times the average person in the target market is exposed to the message

Impact is the qualitative value of a message exposure through a given medium



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Advertising

Selecting media vehicles involves decisions presenting the message effectively and efficiently to the target customer and must consider the

message’s:

• Impact

• Effectiveness

• Cost



Advertising

Narrowcasting focuses the message on selected market segments

• Lowers cost

• Targets more effectively

• Engages customers better

Selecting Advertising MediaNarrowcasting Versus Shotgun Approaches


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Advertising

When deciding on media timing, the planner must consider:

• Seasonality

• Pattern of the advertising– Continuity—scheduling

evenly within a given period

– Pulsing—scheduling unevenly within a given period



Advertising

Return on advertising investment

The net return on advertising investment

divided by the costs of the advertising

investment

Evaluating the Effectiveness and Return on Advertising Investment


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Advertising

Communication effects indicate whether the ad and media are communicating the ad message well and can be tested before or after the ad runs

Sales and profit effects compare past sales and profits with past expenditures or through experiments

Evaluating the Effectiveness and Return on Advertising Investment


Advertising

• Organizing for advertising

– Agency vs. in-house

• International advertising decisions

– Standardization

Developing and Advertising Programs Other Advertising Considerations


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Public relations involves building good relations with the company’s various publics by obtaining favorable publicity, building up a good corporate image, and handling or heading off unfavorable rumors, stories, and events

Public relations is used to promote product, people, ideas, and activities

Public Relations


Public Relations

Press relations or press agency involves the creation and placing of newsworthy information to attract attention to a person, product, or service

Product publicity involves publicizing specific products

Public affairs involves building and maintaining national or local community relations


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Public Relations

Lobbying involves building and maintaining relations with legislators and government officials to influence legislation and regulation

Investor relations involves maintaining relationships with shareholders and others in the financial community

Development involves public relations with donors or members of nonprofit organizations to gain financial or volunteer support


Public Relations

• Lower cost than advertising

• Stronger impact on public awareness than advertising

• Has power to engage consumers and make them part of the brand story

The Role and Impact of Public Relations


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Public Relations

Major Public Relations Tools

News Speeches Special events

Written materials

Corporate identity

materials

Public service activities

Buzz marketingSocial

networkingInternet


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