CHAPTER 13Advertising &

Public Relations

M A R K E T I N GReal People, Real Choices

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Chapter Objectives

• Define advertising & describe the major types • Describe the process of developing an

advertising campaign• Explain how marketers evaluate advertising• Explain the role of public relations• Describe the steps in developing a public

relations campaign• Understand direct marketing

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It’s an Ad Ad Ad Ad World

• Advertising is nonpersonal communication paid for by an identified sponsor using mass media to persuade, inform, & remind an audience

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Types of Advertising

• Product advertising - message focuses on a specific product

• Institutional advertising - message focuses on activities, personality, or point of view of a company

– advocacy advertising

– public service advertisements (PSAs)

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Purposes of Product Advertising

• To educate people about a new product & what it does

• To emphasize a brand’s features & try to convince the target market to choose it over other options

• To ensure that people won’t forget about a well-established product

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Developing an Ad Campaign

• Identify the Target Market

• Establish objectives

– Message & Budget

• Design Ad Campaign

• Pretest Campaign

• Choose Media & Schedule

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Advertising Appeals

• Reasons Why (USP)

• Comparative Advertising

• Demonstration

• Testimonial

• Slice-of-Life

• Lifestyle

• Fear

• Sex

• Humor

• Slogans & Jingles

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Name That Brand!

• Double your pleasure, double your fun

• Good to the last drop

• My bologna has a first name….

• I’d like to buy the world a _____

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Media: Television

• Pros– Creative and flexible– Prestigious– High impact

messages– Network TV is cost

effective for reaching mass audience

– Cable TV is good for reaching targeted group

• Cons– Quickly forgotten– Requires frequent

repetition– Increasingly

fragmented audiences– High costs on an

absolute basis– Shorter ads result in

increased clutter

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Media: Radio

• Pros– Good for selective

targeting– Heard out of

home– Relatively low

cost– Can be modified

quickly– Uses listener

imagination

• Cons– Listeners may not

pay full attention– Small audiences

mean ads must be repeated frequently

– Not appropriate for products requiring demonstration

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Media: Newspapers

• Pros– Wide exposure and

extensive market coverage

– Flexible format permits use of color, different sizes and editions

– Useful for comparison shopping

– Local retailers can tie in with national ads

• Cons– Most don’t spend

much time reading newspapers

– Low readership among teens and young adults

– Short life span– Very cluttered

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Media: Magazines

• Pros– Narrowly targeted

audiences by specialized magazines

– High credibility and interest level provide good ad environment

– Long life span and pass along rate

– Excellent visual quality

• Cons– With exception of

direct mail, the most expensive form

– Long deadlines– Must use several

magazines to reach target

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Media: Outdoor

• Pros– Very high reach– Low cost– Good for

supplementing other media

• Cons– Hard to

communicate complex messages

– Cannot demonstrate product effectiveness

– Controversial & disliked

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Media Scheduling

• Specifies the exact media to use for the campaign, when & how often the message should appear

• Outlines the planner’s best estimate of which media & vehicles will be most effective in attaining campaign objectives

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Factors Affecting Media Scheduling

• Target market profile

• People reached by different vehicles

• Advertising patterns of competitors

• Capability of medium to convey desired information

• Compatibility of product with editorial content

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Public Relations

• Attempts to influence the attitudes & perceptions of consumers, stockholders, & other stakeholders toward companies, brands, politicians, celebrities, not-for-profit organizations

• Do something good, then talk about it

– Unpaid placement

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Objectives of Public Relations

• Introducing new products to manufacturers

• Introducing new products to consumers

• Influencing government legislation

• Enhancing the image of a city, region, or country

• Calling attention to a firm’s involvement with the community

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PR Campaign Strategy

• Statement of objectives

• Situation analysis

• Specification of target audiences, messages to be communicated, specific program elements to be used

• Timetable & budget

• Discussion of how the program will be evaluated

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PR Activities

• Press Releases• Internal PR• Lobbying• Speech writing• Corporate identity• Media relations• Sponsorships• Special events• Advice & counsel

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Press Release Types

• Timely topics

• Research project stories

• Consumer information

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Direct Marketing

• Any direct communication to a consumer or business recipient that is designed to generate a response in the form of an order, a request for further information, and/or a visit to a store or other place of business for purchase of a product

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Forms of Direct Marketing

• Mail order

– Catalogs

– Direct mail

• Telemarketing

• Direct response television

– Infomercials

– Home shopping networks