chapter 16 advertising and public relations principles of contemporary marketing kurtz & boone
TRANSCRIPT
Chapter 16Advertising and Public Relations
Principles of
Contemporary MarketingKurtz & Boone
CHAPTER 16 Advertising and Public Relations
Chapter Objectives
1. Identify the three major advertising objectives and the two basic categories of advertising.
2. List the major advertising strategies.
3. Describe the process of creating an advertisement.
4. Identify the major types of advertising appeals and discuss their uses.
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CHAPTER 16 Advertising and Public Relations
Chapter Objectives
5. List and compare the major advertising media.
6. Outline the organization of the advertising function and the role of an advertising agency.
7. Explain the roles of cross-promotion, public relations, publicity, and ethics in an organization’s promotional strategy.
8. Explain how marketers assess promotional effectiveness.
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CHAPTER 16 Advertising and Public Relations
o Product advertising - Nonpersonal selling of a particular good or service
o Institutional advertising - Promotion of a concept, an idea, a philosophy, or the goodwill of an industry, company, organization, person, geographic location, or government agency
Types of Advertising
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CHAPTER 16 Advertising and Public Relations
o Informative advertisingo Persuasive advertisingo Reminder advertising
Objectives of Advertising
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CHAPTER 16 Advertising and Public Relations
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CHAPTER 16 Advertising and Public Relations
o Comparative advertising
o Celebrity testimonials
o Retail advertising
o Interactive advertising
Advertising Strategies
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CHAPTER 16 Advertising and Public Relations
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CHAPTER 16 Advertising and Public Relations
o Fear appeals
o Humor in advertising messages
o Ads based on sex
Advertising Appeals
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CHAPTER 16 Advertising and Public Relations
o Goals:o Gain attention and interest
o Inform or persuade
o Lead to purchase or other desired action
o After conceiving an idea, ads must be refined from rough sketch to finished layout
Developing and Preparing Ads
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CHAPTER 16 Advertising and Public Relations
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CHAPTER 16 Advertising and Public Relations
o Setting the timing and sequence for a series of advertisements
o Influenced by a variety of factors:o Seasonal sales patterns
o Repurchase cycles
o Competitors’ activities
Media Scheduling
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CHAPTER 16 Advertising and Public Relations
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CHAPTER 16 Advertising and Public Relations
o Firm’s communications and relationships with its various publics, including customers, employees, stockholders, suppliers, and government agencies
o Serves broader objectives than those of other components of promotional strategy
o The PR department links the firm and the media
o The Internet gives PR representatives more direct access to the public
Public Relations
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CHAPTER 16 Advertising and Public Relations
o Nonmarketing public relations - A company’s messages about general management issues
o Marketing public relations (MPR) - Narrowly focused public relations activities that directly support marketing goals
Marketing and Nonmarketing Public Relations
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CHAPTER 16 Advertising and Public Relations
o Publicity - Nonpersonal stimulation of demand for a good, service, place, idea, person, or organization by unpaid placement of significant news regarding the product in a print or broadcast medium
o Cross-promotion - Promotional technique in which marketing partners share the cost of a promotional campaign that meets their mutual needs
Publicity and Cross-Promotion
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CHAPTER 16 Advertising and Public Relations
o Media research - Assesses how well a particular medium delivers a message, where and when to place the message, and the size of the audience
o Message research - Tests consumer reactions to an advertisement’s creative message through pretesting and posttesting
Measuring Advertising Effectiveness
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CHAPTER 16 Advertising and Public Relations
o The simplest and least costly methodo Whether the target audience received, paid
attention to, understood, and retained the messages directed to them
o Count the number of media placements and gauge the extent of media coverage
o Conduct focus groups, interview opinion leaders, and more detailed and extensive opinion polls
Measuring Public Relations Effectiveness
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CHAPTER 16 Advertising and Public Relations
o Advertising to childreno Insertion of product messages in media
programs without full disclosure of the marketing relationship to audiences
o Use of cookies in online advertising
Advertising Ethics
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CHAPTER 16 Advertising and Public Relations
o Puffery - Exaggerated claims of a product’s superiority or the use of subjective or vague statements that may not be literally true
o The Uniform Commercial Code standardizes sales and business practices throughout the United States
Puffery and Deception
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