Principles of Marketing: Advertising and Public Relations

15
Principles of Marketing
Advertising and Public

Relations
Learning Objectives
After studying this chapter, you should be able
to:
1.
Define the roles of advertising in the
promotion mix
2.
Describe the major decisions involved in
developing an advertising program
3.
Define the role of public relationships in the
promotion mix
4.
Explain how companies use public relations
to communicate with and influence important
publics
15-2
Chapter Outline
1.
2.
Advertising
Public Relations
15-3
Advertising
Developing Advertising Programs
Setting advertising objectives

Setting the advertising budget
Developing advertising strategy
Evaluating advertising campaigns
15-4
Advertising
Setting Advertising Objectives
An advertising objective is a specific
communication task to be accomplished with a
specific target audience during a specific time
Objectives are classified by primary purpose
Inform
Persuade
Remind
15-5
Advertising
Informative advertising is used when
introducing a new product category; the
objective is to build primary demand
Comparative advertising directly or indirectly

compares the brand with one or more other
brands
15-6
Advertising
Persuasive advertising is important

with increased competition to build
selective demand
15-7
Advertising
Reminder advertising is important with

mature products to help maintain
customer relationships and keep
customers thinking about the product
15-8
Advertising
Setting the Advertising Budget
Factors to consider when setting the

budget
Product life-cycle stage
Market share
15-9
Advertising
Product life-cycle stage
New products require larger budgets
Mature brands require lower budgets
15-10
Advertising
Market share
Building or taking market share requires

larger budgets
Markets with heavy competition or high

advertising clutter require larger budgets
Undifferentiated brands require larger

budgets
15-11
Advertising
Developing the Advertising Strategy
Advertising strategy is the strategy by

which the company accomplishes its
advertising objectives. It consists of
two major elements: creating the
advertising message and selecting the
advertising media.
15-12
Advertising
Creating the Advertising Message
Advertisements need to break through the

clutter:
Gain attention
Communicate well
15-13
Advertising
Advertisements need to be better planned,

more imaginative, more entertaining,
and more rewarding to consumers
Madison & Vinethe intersection of

Madison Avenue and Hollywood
represents the merging of advertising
and entertainment
15-14
Advertising
Steps in creating effective advertising

messages
1.
Message strategy
2.
Creative concept
3.
Message execution
15-15
Advertising
Message strategy is the general

message that will be communicated to
consumers
Identifies consumer benefits
15-16
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
15-17
Advertising
Message execution captures the target
markets attention and interest and can include
the following execution styles:
Slice of life
Lifestyle
Fantasy
Mood or image
Musical
Personality symbol
Technical expertise
Scientific evidence
Testimonial evidence
or endorsement
15-18
Advertising
Message execution also includes:
Tone
Positive or negative
Attention-getting words
Format
Illustration
Headline
Copy
15-19
Advertising
Selecting Advertising Media
Major steps include:

1.
Deciding on reach-frequency-impact
2.
Selecting media vehicles
3.
Deciding on media timing
15-20
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
15-21
Advertising
Selecting media vehicles involves

decisions that present the media
effectively and efficiently to the target
customer and must consider the
messages:
Impact
Effectiveness
Cost
15-22
Advertising
Narrowcasting versus shotgun approaches

Narrowcasting focuses the message on
selected market segments
Lower cost
Targets more effectively
Engages customers better

15-23
Advertising
When selecting specific media vehicles, the

planner must consider cost of the media
as compared to its effectiveness by
evaluating:
Audience quality
Audience engagement
Editorial quality
15-24
Advertising
When deciding on media timing, the

planner must consider:
Seasonality
Pattern of the advertising
Continuityscheduling within a given period

Pulsingscheduling unevenly within a given
period
15-25
Advertising
Evaluating Advertising Effectiveness and Return on
Advertising Investment
Types of evaluation include measuring:
Communication effects
Sales and profit effects
15-26
Advertising
Evaluating Advertising Effectiveness and Return on
Advertising Investment
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
15-27
Advertising
Other Advertising Considerations
How will the company organize its

advertising function?
Who will perform which advertising

tasks?
How will the company adapt its

advertising strategies and
programs to international markets?
15-28
Advertising
Other Advertising Considerations
Organizing for advertising can include:
A salesperson in smaller companies
Advertising departments and outside

agencies in larger companies
15-29
The End

Principles of Marketing: Advertising and Public Relations

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15

Advertising and Public

Setting advertising objectives

Comparative advertising directly or indirectly

Persuasive advertising is important

Reminder advertising is important with

Factors to consider when setting the

Product life-cycle stage

Product life-cycle stage

New products require larger budgets

Mature brands require lower budgets

Building or taking market share requires

Markets with heavy competition or high

Undifferentiated brands require larger

Advertising strategy is the strategy by

Advertisements need to break through the

Advertisements need to be better planned,

Madison & Vinethe intersection of

Steps in creating effective advertising

Message strategy is the general

Identifies consumer benefits

Major steps include:

Selecting media vehicles involves

Narrowcasting versus shotgun approaches

Targets more effectively

Engages customers better

When selecting specific media vehicles, the

When deciding on media timing, the

Pattern of the advertising

Continuityscheduling within a given period

Types of evaluation include measuring:

Sales and profit effects

How will the company organize its

Who will perform which advertising

How will the company adapt its

Organizing for advertising can include:

A salesperson in smaller companies

Advertising departments and outside

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