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CHAPTER 13 Advertising and Public Relations

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Figure 13.3: Media Schedule. 13-36. Factors Affecting Media Scheduling. Target ... NASCAR. 13-54. Measuring Effectiveness of PR Efforts. In-house assessment ... – PowerPoint PPT presentation

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Title: CHAPTER 13 Advertising and Public Relations


1
CHAPTER 13Advertising and Public Relations
M A R K E T I N G
Real People, Real Choices Fourth Edition
Michael R. Solomon Greg W. Marshall
Elnora W. Stuart
2
Chapter Objectives
  • Tell what advertising is and describe the major
    types of advertising
  • 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
  • Explain the future of m-commerce

3
Its an Ad Ad Ad Ad World
  • Advertising is nonpersonal communication paid for
    by an identified sponsor using mass media to
    persuade, inform, and remind an audience.

4
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)

5
Purposes of Product Advertising
  • To educate people about a new product and what it
    does
  • To emphasize a brands features and try to
    convince the target market to choose it over
    other options
  • To ensure that people wont forget about a
    well-established product

6
Product Advertising
7
Institutional Advertising PSAs
8
Who Creates Advertising?
  • An advertising campaign is a coordinated,
    comprehensive plan that carries out promotion
    objectives and results in a series of
    advertisements placed in media over a period of
    time
  • Agencies
  • limited-service
  • full-service

9
Largest Ad Agencies
  • J. Walter Thompson
  • Leo Burnett Worldwide
  • McCann-Erickson Worldwide
  • BBDO Worldwide
  • Grey Worldwide

10
Leo Burnett
11
The Body of Campaign Creation
  • Account management (soul)
  • Creative services (heart)
  • Research and marketing services (brains)
  • Media planning (legs)

12
Figure 13.1 Developing the Campaign
13
Step 1 Identifying the Target Market?
14
Establish Advertising Objectives
  • Message objectives
  • Budget objectives

Click here
15
Design the Ad
  • Creative strategy is the process that turns a
    concept into an advertisement
  • Creatives try to develop a big idea
  • Creatives
  • art directors
  • copywriters
  • photographers

Video The creative process used for branding
AFLAC
16
Advertising Appeals
  • Reasons Why (USP)
  • Comparative Advertising
  • Demonstration
  • Testimonial
  • Slice-of-Life
  • Lifestyle
  • Fear
  • Sex
  • Humor
  • Slogans and Jingles

17
USP Creative Strategy
  • USP clearly communicates the reason a product can
    satisfy a need

18
Humor
19
Name that Brand!
  • Double your pleasure, double your fun
  • Good to the last drop
  • My bologna has a first name.
  • Id like to buy the world a _____

20
Step 4 Pretest What Will Be Said
  • Copy testing measures ad effectiveness
  • Concept testing
  • Test commercials
  • Finished testing

21
Step 5 Choose the Media
  • Media planning is a problem-solving process for
    getting a message to a target audience in the
    most effective fashion
  • Where to say it
  • When to say it

22
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23
Is Your Product in the Right Place?
24
Figure 13.2 Changes in Media Usage
25
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

26
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

27
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 dont spend much time reading newspapers
  • Low readership among teens and young adults
  • Short life span
  • Very cluttered

28
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

29
Outdoor
  • Pros
  • Very high reach
  • Low cost
  • Good for supplementing other media
  • Cons
  • Hard to communicate complex messages
  • Cannot demonstrate product effectiveness
  • Controversial and disliked

30
Out-of-Home Media
31
Place-based Media
32
Internet Advertising
  • Banners
  • Buttons
  • Search engine and directory listings
  • Pop-up ads
  • Email
  • permission marketing
  • spamming

33
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34
Media Scheduling
  • Specifies the exact media to use for the
    campaign, when and how often the message should
    appear
  • Outlines the planners best estimate of which
    media and vehicles will be most effective in
    attaining campaign objectives

35
Figure 13.3 Media Schedule
36
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

37
Media Scheduling Terms_1
  • Impressions - the number of people who will be
    exposed to a message placed in one or more media
    vehicles
  • Reach - the percentage of the target market
    exposed to the media vehicle
  • Frequency - the average number of times a person
    in the target group will be exposed to the vehicle

38
Media Scheduling Terms_2
  • Gross Rating Points (GRPs) - reach frequency
  • Cost per Thousand (CPM) - compares the relative
    cost effectiveness of different media vehicles
    that have different exposure rates it reflects
    the cost to deliver a message to 1000 people

39
Media Scheduling How Often?
  • Continuous - steady stream throughout year
  • Pulsing - varies amount of advertising based on
    when product is in demand (e.g., suntan lotion)
  • Flighting - advertising appears in short, intense
    bursts alternative with period of little to no
    activity

40
Scheduling Software
41
1984 - Apple
42
Evaluating Advertising
  • Posttesting means conducting research on
    consumers responses to advertising messages they
    have seen or heard
  • unaided recall
  • aided recall
  • attitudinal measures

43
Public Relations
  • Attempts to influence the attitudes and
    perceptions of consumers, stockholders, and other
    stakeholders toward companies, brands,
    politicians, celebrities, not-for-profit
    organizations
  • Do something good, then talk about it

44
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 firms involvement with
    the community

45
  • When companies introduce new products, they use
    press releases and other PR activities to
    publicize the new product

46
Planning a PR Campaign
Develop Objectives
Execute the PR Campaign
Evaluate the Campaign
47
PR Campaign Strategy
  • Statement of objectives
  • Situation analysis
  • Specification of target audiences, messages to be
    communicated, specific program elements to be
    used
  • Timetable and budget
  • Discussion of how the program will be evaluated

48
PR Activities
  • Press Releases
  • Internal PR
  • Lobbying
  • Speech writing
  • Corporate identity
  • Media relations
  • Sponsorships
  • Special events
  • Advice and counsel

49
Press Release Types
  • Timely topics
  • Research project stories
  • Consumer information

50
Press Releases
  • Accessing recent press releases press room on
    the web

51
Oscar Mayer
52
Sponsorships
  • Sponsorships are an important part of PR

53
Sponsorships
  • PR activities through which companies provide
    financial support to help fund an event in return
    for publicized recognition of the companys
    contribution
  • Examples
  • Olympics
  • NASCAR

54
Measuring Effectiveness of PR Efforts
  • In-house assessment
  • Awareness and Preference Studies
  • Counting of press clippings
  • Impression counts
  • Media equivalencies

55
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

56
Forms of Direct Marketing
  • Mail order
  • Catalogs
  • Direct mail
  • Telemarketing
  • Direct response television
  • Infomercials
  • Home shopping networks

57
M-Commerce
  • Promotional activities transmitted over mobile
    phones and other mobile devices such as personal
    digital assistants (PDAs)
  • Prevalent in Europe and Asia

58
M-Commerce
  • Improvements in mobile phone technology are
    making M-commerce more attractive

59
Issues for Discussion_1
  • Is advertising bad because it may be untrue and
    manipulative or is it good because it provides
    value to consumers?
  • Technology has given consumers more control over
    the advertising they see. How has this affected
    the advertising industry? How can advertising
    respond to this?

60
Issues for Discussion_2
  • Do you think consumers will respond positively to
    M-commerce? What are the benefits to consumers?
  • What is the proper role of PR within an
    organization? Are PR specialists just spin
    doctors?
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