Chapter 15 Advertising and Public Relations

Advertising
A persuasive message carried by a nonpersonal medium and paid for by an identified sponsor.

Two types:
Product advertising

Institutional advertising

Institutional Advertising
Advertising designed to promote an organizational image or to build goodwill. Example: GEs We bring good things to light.

Advocacy Advertising
Advertising in which an

organization expresses its views on controversial issues or responds to media attacks

Product Advertising
Advertising promoting a specific product. Two types:

Direct-action advertisement:
stimulates immediate purchase

Indirect-action advertisement: stimulates sales over the long run.

Product Advertising
Pioneering
Competitive Comparative

Creative Decisions in Advertising

Advertising Campaign A series of related advertisements focusing on a common theme, slogan, and set of advertising appeals.

Creative Decisions in Advertising

Determine the advertising objectives

Make creative decisions

Make media decisions

Evaluate the campaign

Some Specific Advertising Objectives Might Include:

Sales lead

generation Increasing brand awareness Increasing repeat purchases Increasing consumption by current users

Creative Decisions
Identify product benefits Develop and evaluate advertising appeals

Execute the message

Evaluate the campaigns effectiveness

Identify Product Benefits

What is the attribute? What is the benefit?

The Advertising Appeal

Identifies the reason

for a person to buy a product

Unique Selling

Common Advertising

Appeals:
Profit

Proposition

Health Love or romance Fear Fun Vanity Environmentalism

Executing the Message

Scientific Musical Slice-ofLife Lifestyle

Demonstration

Spokesperson/ Testimonial

Mood or Image

Real/ Animated Product Symbols

Fantasy
Humorous

When developing media strategy, answer these two questions:

Which media will

effectively and efficiently get the message to the desired audience? What scheduling of these media will neither bore nor allow people to forget?

Media Advantages/Disadvantages

Newspapers: + Convenient & quick - Poor quality of print Magazines: + Long-life ad - Clutter

Media Advantages/Disadvantages
Television: + Audio-visual + Very high reach - Expensive & perishable Radio: + Flexible + Inexpensive - Clutter & perishable

Media Advantages/Disadvantages
Internet + Inexpensive + High reach: worldwide - Cannot reach noncomputer users Outdoor ads + High reach & frequency + Inexpensive - Brevity of message

Creating a Media Plan

Cost per contact
Reach Frequency

Gross Rating Points

Audience Selectivity

Media Scheduling
Continuous Media Schedule
Flighted Media Schedule Pulsing Media Schedule

Advertising is run steadily throughout the period.

Advertising is run heavily every other month or every two weeks. Advertising combines continuous scheduling with flighting.

Seasonal Media Schedule

Advertising is run only when the product is likely to be used.

Evaluating Advertising
Pretesting: Focus groups Quantitative studies Posttesting: Recall tests Changes in attitudes Generating inquiries Sales performance

Ethical Issues in Advertising

Deceptive Advertising Misleading advertising Bait-and-switch Puffery Public Standards Quality of Childrens Lives

Public Relations
Public Relations The element in the promotional mix that:
evaluates public attitudes
identifies issues of public concern executes programs to gain public acceptance

Publicity versus Public Relations

Functions of Public Relations

Press relations Product publicity Corporate communication Public affairs Lobbying Employee and investor relations Crisis management

Public Relations Tools

New product publicity Product placement Consumer education Event sponsorship

Issue sponsorship
Internet Web sites

Managing Unfavorable Publicity

Crisis Management
A coordinated effort to handle the effects of unfavorable publicity or of an unfavorable event.