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Advertising and Public Relations: Instructordr.M.P.Singh Program Director & Professor-Marketing
Advertising and Public Relations: Instructordr.M.P.Singh Program Director & Professor-Marketing
Public Relations
1 Identify the three major 4 Identify the major types 7 Explain the roles of
advertising objectives and of advertising appeals and cross-promotion, public
the two basic categories of discuss their uses. relations, publicity, and
advertising. List and compare the ethics in an organization’s
5
2 List the major advertising promotional strategy.
major advertising media.
strategies.
Outline the organization
3 Describe the process of 6 of the advertising function 8 Explain how marketers
creating an advertisement. and the role of an assess promotional
advertising agency. effectiveness.
INSTRUCTORDR.M.P.SINGH
PROGRAM DIRECTOR
&
PROFESSOR-MARKETING
CHAPTER 16 Advertising and Public Relations
ADVERTISIN
•G
Advertising Paid, non- personal communication
through various media about a business firm, not-for-
profit organization, product, or idea by a sponsor identified
in a message that is intended to inform or persuade
members of a particular audience.
TYPES OF ADVERTISING
• Product advertising Nonpersonal selling of a particular
good or service.
• Institutional advertising Promotion of a concept, an
idea, a philosophy, or the goodwill of an industry,
company, organization, person, geographic location, or
government agency.
CHAPTER 16 Advertising and Public Relations
OBJECTIVES OF ADVERTISING
• Informative advertising Promotion that seeks to develop initial demand
for a good, service, organization, person, place, idea, or cause.
• Persuasive advertising Promotion that attempts to increase demand for an
existing good, service, organization, person, place, idea, or cause.
• Reminder advertising Advertising that reinforces previous promotional
activity by keeping the name of a good, service, organization, person, place,
idea, or cause before the public.
• Advertisers coordinate advertising objectives with the product’s stage in
the product life cycle.
CHAPTER 16 Advertising and Public Relations
ADVERTISING STRATEGIES
• Advertising is a means of bringing buyers and sellers together.
• Marketers often combine several strategies to meet their objectives.
COMPARATIVE ADVERTISING
• Comparative advertising Advertising strategy that emphasizes messages
with direct or indirect promotional comparisons between competing brands.
• Market leaders seldom acknowledge competing brands.
CELEBRITY TESTIMONIALS
• Use of celebrity spokespeople for products.
• Can build brand equity but can hurt brand if celebrity is hit by scandal.
CHAPTER 16 Advertising and Public Relations
RETAIL ADVERTISING
• Includes all advertising by retail stores that sell goods or services directly
to the consuming public.
• Cooperative advertising Strategy in which a retailer shares advertising
costs with a manufacturer or wholesaler.
INTERACTIVE ADVERTISING
• Involves two-way promotional messages transmitted through
communication channels that induce message recipients to participate
actively in the promotional effort.
• Changes balance between marketers and consumers.
CHAPTER 16 Advertising and Public Relations
ADVERTISING MESSAGES
• Advertising campaign Series of different but related ads that use a single
theme and appear in different media within a specified time period.
ADVERTISING APPEALS
• Appeals can provide information or appeal to emotion.
• Fear appeals—imply or state that incorrect buying decisions could lead to
bad consequences.
• Humor seeks to create positive mood related to good or service.
• Ads based on sex can be attention-getting, but they boost recall only if the
appeal is appropriate to the type of product.
CHAPTER 16 Advertising and Public Relations
MEDIA SELECTION
Broadcast Television
Cable Television
Radio
Newspaper
Direct Mail
Magazines- Consumer/Business
Outdoor
Internet
CHAPTER 16 Advertising and Public Relations
MEDIA SCHEDULING
• After selecting media, marketers determine the most effective timing and
sequence for a series of advertisements.
• Influenced by seasonal sales patterns, repurchase cycles, and competitors’
activities.
• Measure effectiveness in three ways:
• Reach—the number of people exposed to an advertisement.
• Frequency—the number of times an individual is exposed to an
advertisement. Minimum of three exposures is recommended.
• Gross rating point—the product of the reach times the frequency.
CHAPTER 16 Advertising and Public Relations
PUBLIC RELATIONS
• Firm’s communications and relationships with its various publics,
including customers, employees, stockholders, suppliers, and government
agencies.
• Serves broad objectives by enhancing prestige and image of all parts of the
organization.
• PR department is link between the firm and the media.
• Nonmarketing public relations—a company’s messages about general
management issues.
• Marketing public relations (MPR)—narrowly focused public relations
activities that directly support marketing goals.
• 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.
CHAPTER 16 Advertising and Public Relations
CROSS-PROMOTION
• Cross-promotion Promotional technique in which marketing partners
share the cost of a promotional campaign that meets their mutual needs.
• Provide greater benefits in return for both partners.
• Example: Cingular Wireless promoting artists such as Coldplay, Gwen
Stefani, and Alicia Keys.
• Cingular sells more ringtones because it features these artists.
• Artists gain greater exposure.
CHAPTER 16 Advertising and Public Relations
MEASURING PUBLIC-RELATIONS
EFFECTIVENESS
• Count media placements, conducting public opinion polls.
• Conduct focus groups, interview opinion leaders,
before-and-after polls.
EVALUATING INTERACTIVE MEDIA
• Hits—user requests for a file.
• Impressions—number of times a viewer sees an ad.
• Click-throughs—user clicks ad for more information.
• View-through—measure response over time.
CHAPTER 16 Advertising and Public Relations
CHAPTER 16 Advertising and Public Relations