Lo.

Adver+sing : The image of Marke+ng

Non-personal communication from an identified
sponsor using mass media, used to establish and
reinforce a dis+nc+ve brand iden+ty, help to bond
with the consumers, some+mes suers from
credibility problems and can be expensive

Product Adv.

Corporate Adv.

Ins+tu+onal
Adver+sing

Advocacy Adv.

Retail and Local

Adver+sing

Public Service
Adv.

Product Adv

Types
of Adver+sing
Retail and Local Adv.

Corporate Adv.
To promote the ac+vi+es,
Personality, or point of view
of a company

Advocacy Adv.

Public Service Adv.

Ins+tu+onal Adver+sing

Who Creates Adver+sing?

Advertising campaign:
A coordinated, comprehensive
plan that carries out
promo+on objec+ves and
results in a series of ads placed
in media over a period of +me

Outside agencies are o9en retained

to oversee campaigns:

Limited-service agency
Full-service agency

Adver+sing Agencies
Account management
Crea+ve services
Adver<sing agencies employ
specialists who perform a variety Research and marke+ng
services
of func<ons:
Media planning

User-Generated Adver<sing Content

Online consumer comments, opinions, advice and discussions,
reviews, photos, images, videos, podcasts, webcasts, and
product, related stories available to other consumers.

do-it-yourself (DIY) ads

Product ads that are
created by consumers.
Crowdsourcing A prac+ce
in which rms outsource
marke+ng ac+vi+es (such
as selec+ng an ad) to a
community of users.

Ethical Issues in Adv.

Ethical criticisms of advertising:

Advertising is
manipulative
Advertising is deceptive
and untruthful
Advertising is offensive
and in bad taste
Advertising creates and
perpetuates stereotypes
Advertising causes
people to buy things that
they dont really need

LO 2:

DEVELOPING
ADVERTISING
CAMPAIGN

STEP ONE:
UNDERSTAND
TARGET
AUDIENCE

STEP TWO: ESTABLISH

MESSAGE AND BUDGET
OBJECTIVES
Set message objectives
Set budget objectives

STEP THREE: CREATE

THE ADS
Creative strategy: the process that turns a concept into an advertisement
Creative brief: a guideline/blueprint for the marketing communication
program that guides the creative process
Advertising appeal: the central idea/theme of an advertising message
Rational/Unique selling proposition (USP): an advertising appeal that
focuses on one clear reason why a particular product is superior
Emotional
Reminder advertising: keeping the name of the brand in peoples minds to
be sure consumers purchase the product as necessary
Teaser/mystery advertising: ads that generate curiosity and interest in a
to-be introduced product by drawing attention to an upcoming ad campaign
without mentioning the product

 Execution format: basic structure of the message such as:

Comparison: a comparative advertisement explicitly names one/more
competitors
Demonstration: the ad that shows a product in action to prove that
it performs as claimed
Testimonial: a celebrity/expert states the products effectiveness
Slice-of-life: dramatized scene of everyday life
Lifestyle: a lifestyle format shows a person or persons attractive to the
target market in an appealing setting

 Tonality: the mood/attitude the

message conveys
Straightforward: simply
present the information to the
audience in a clear manner
Humor: whats funny to one
person can be different to the
others
Dramatic: a dramatization
presents a problem and a
solution in a manner that is often
exciting and suspenseful
Romantic: to sell products
people associate with dating and
mating
Sexy
Apprehension/fear: some ads
highlight the negative
consequences of not using a
product

 Creative tactics and techniques

Animation and art: Coke using The Simpsons cartoon characters
Celebrities
Music, jingles, and slogans: jingle (original words and music written
specifically for advertising executions), slogans (simple, memorable
linguistic devices linked to a brand)

STEP FOUR:

PRETEST WHAT
THE ADS WILL SAY
Pretesting: A RESEARCH METHOD THAT SEEKS TO
MINIMIZE MISTAKES BY GETTING CONSUMERS REACT
TO AD MESSAGES BEFORE THEY APPEAR IN THE
MEDIA

STEP FIVE: CHOOSE

MEDIA TYPES AND
MEDIA SCHEDULE

Media planning: the process of developing media objectives, strategies,

and tactics for use in an advertising campaign
Types of traditional medias:
Television
Radio
Newspapers
Magazines
Directories

 Digital media:
Owned (internet sites, official Twitter account), paid (placing
ads, sponsorships), and earned media (word of mouth)
Website (banners, pop-up ad, search engines, e-mail advertising)
Mobile: communicated to consumers via a handset
Video-sharing (Youtube), vlogs (videos shared on internet)

 Branded entertainment:
marketers integrate
products to entertainment
venues
Advergaming: brand
placements in video
games

Support media: used to

reach people who are not
reached by mass media
advertising
Directories: yellow pages
Out-of-home media:
billboard, transit
advertising (in trains, bus
stop, etc), digital signage
(media that uses
technology to change the
message at will)
Place-based media: in
public places such as
hospitals, airports (where

 Media scheduling: the plan that specifies the exact media to use and
when to use it
Reach: percentage of target market that will be exposed to media vehicle
Frequency: average number of times a person in the target group will be
exposed to the message
Gross rating points (GRP): comparing effectiveness of different media
vehicles (average reach x frequency)
Cost per thousand (CPM): compare cost effectiveness (cost to deliver a
message to 1000 people or homes)

 How often to say it?

Continuous schedule: maintains a steady steam of advertising throughout
the year
Pulsing schedule: varies the amount of advertising throughout the year
based on when the product is likely to be in demand

STEP SIX: EVALUATE

ADVERTISING
Posttesting: research conducted on
consumers responses to actual advertising
messages they have seen or heard
Three ways to measure an impact of an
advertisement
Unaided recall: telephone survey/personal
interview that asks whether a person
remembers seeing an ad during a specified
period without giving the name of the
brand
Aided recall: using clues to prompt
answers from people about
advertisements they might have seen
Attitudinal measures: probes a consumers
feelings about a product before and after
being exposed to messages about it

L.O.3

Public Rela+ons

What is Public Rela+on?

Communica+on func+on that seeks to build good
rela+onships with an organiza+ons publics.
Eorts generally target more than just consumers

PR.
Publicity : Proac+ve
ac+vi+es, form of
unpaid communica+on
about an organiza+on
that appears in the
mass media, oUen use
to support other
ac+vi+es (such as
marke+ng).

Crisis Management :
process to get back the
good reputa+on back,
PR took a crucial part if
nega+ve ac+vi+es
threatened the rms
image.

PLANNING a PR Campaign
A coordinated eort to communicate with one or more of the rms
publics.

3steps process includes:

1

Developing PR objectives
Several objectives exist

Executing PR objectives
A variety of actions can be used

Evaluating PR objectives

Public Rela+ons

Objec+ves and Tac+cs

Objec<ves

Ac<vi<es

PR TACTICS
Press releases (various forms)
Internal PR and External Stakeholder
Investor relations
Lobbying

Speech Writing and Corporate

Communications
Speech Writing
Corporate Identity
Media Relations

Sponsorship and Special Events

Guerrilla Marketing

 Press Release
Informa<on that an organiza<on distributes to the media intended to win
publicity.
Timely topics, deal with
topics in the new
Research project stories,
published by universi+es to
highlight breakthroughs
Consumer informa7on
releases, provide informa+on
to help consumers make
product decisions

 Internal PR and External Stakeholder

investor rela<ons, PR
ac+vi+es such as annual and
quarterly reports aimed at a
rms investors.
Lobbying, Talking with and
providing informa+on to
government ocials in order
to inuence their ac+vi+es
rela+ng to an organiza+on.

I : PR ac+vi+es aimed at
employees of an organiza+on.
E : PR ac+vi+es aimed outsides
the organiza+on.

 Speech Wri+ng and Corporate Communica+ons

speech wri<ng, Wri+ng a speech on a topic for a company
execu+ve to deliver.
corporate iden<ty, Materials such as logos, brochures, building
design, and sta+onery that communicate an image of the
organiza+on.
media rela<ons, A PR ac+vity aimed at developing close
rela+onships with the media.

 Sponsorship & Special Events

sponsorships
PR ac+vi+es through which
companies provide nancial
support to help fund an event in
return for publicized recogni+on of
the companys contribu+on.
special events
Ac+vi+es-from a visit by foreign
investors to a company picnic-that
are planned and implemented by a
PR department.

 Guerrilla Marke+ng
guerrilla marke<ng
Marke+ng ac+vity in which a rm
ambushes consumers with
promo+onal content in places
they are not expec+ng to
encounter this kind of ac+vity.

LO. 4

What is Sales Promo+on?

Sales promo<on : programs designed to
build interest in or encourage purchase
of a product during a specied period

Sales Promo+on Directed toward

Consumers
Price-based consumer sales promo<ons :
coupons, price deals, rebates and refund,
frequency and special packs
AQen<on-geRng consumer sales promo<on :
contests and sweepstakes, premiums and
sampling