ADVERTISING

THROUGH TELEVISION
AND RADIO, AND
PUBLIC RELATIONS
Reporter #4: Claire M. Angas
Professional Salemanship
WHAT IS ADVERTISING?

Advertising is a marketing
communication that employs an openly
sponsored, non-personal message to
promote or sell a product, service or
idea.
TELEVISION ADVERTISING

is usually considered the advertising for

the corporate giant, though even the small
business can benefit from it. A strong audio
and video combination is a must for the
success of the commercial.
WAYS TO CREATE A HIGH
PERFORMING TV ADVERTISING:
 Break the pattern
-the attention span of our society is constantly shrinking and it
is very hard to get people notice your ad unless you are able to
break the pattern.
 Don’t be boring
- make sure it’s fun, engaging, and relevant to the audience
you’re marketing.
 Focus on the first three second
- you have to capture the audience’s attention immediately and
then you have to keep it engaged for the remainder of the spot.
Use influencer
-include influencer for that industry, people want
to know that people they admire approve of the
product or brand.
Tell a compelling story
-creating an advertisements think of making a
short TV program or film.
 Focus on building brand awareness
-to make an impact on today’s audience, you really
need to stand apart and make an original statement
about your brand.
Target a specific audience
-you should concentrate on a specific aspect of
your business and a specific audience.
Use a memorable tagline and jingle
-do something that unconventional, yet
memorable. A tagline can make it easy for people to
remember what you do, especially if you add humor
or some other way for the audience to connect with it.
 Be authentic
-authenticity is key. If your advert doesn’t have an authentic
feel, you’re not going to leave a lasting impression.
 Try Product Placement
- everyday, more and more people are choosing to opt out of
commercials. They do this by fast forwarding commercials,
watching Netflix, or paying a premium.
 Tie to social media campaign
-tie the TV ad spot to an existing social media campaign to
cross-market and acknowledge the fact that customers and
audience members look.
 Use good voice over
-the human voice is a powerful influence
when it comes to making an audience feel a
desired emotion or buy a given product .
 Communicate one message only

-customers are not interested in everything

you have to say, they only have room and time
for only one single message.
ADVANTAGE OF TELEVISION ADVERTISING

 Grabs attention
-one of the biggest advantages of TV ads is the
ability to call out to your potential customers right
where they are.
 Combines sight and sound

-with print advertising, you try to use compelling

headlines and graphics to get people to read about
your product.
 Fosters emotion and empathy
-good TV ads are more than walking, talking messages.
You determine how you want to your audience to react.
Smile, laugh, cry and take action.
 Reaches a wide, targeted audience
-one of the big advantages of television
advertising is the huge audience you can read
instantaneously. TV ads can be targeted to specific
audiences surprisingly well, too.
WEAKNESSES OF TV ADVERTISING
 It’s a big production
-even a 30sec. Ad it requires a of effort. You have to hire a writer or an
agency, actors and a director.
 Costs can be prohibitive
-advertising on TV is very expensive, producing an ad is a huge
expense.
 Frequency is essential
- TV ads need to run numerous times before they remembered by an
audience.
 Changes are difficult and costly
-need to make a change to your ad? Its not as easy as editing your print
ad.
RADIO ADVERTISING

A commercial radio stations make most of

their revenue by selling airtime to be used
for running radio advertisements, allow you
to deliver a short and powerful message to
your target audience. Must be aired several
times before it actually sinks in the mind of
the consumer.
TYPES OF RADIO ADVERTISING
 Live Read
- you can hear commercials read real-time online by a radio
announcer, a more effective popular on air host.
 Sponsorship
- many radio stations implement sponsorships for certain types of
radio segments, such as traffic, weather or sports.
 Produced spot
- a produced spot can be either a straight read or a jingle.
BENEFITS OF RADIO ADVERTISING
 Selective Targeting
- radio stations already targets specific demographics
and market segments.
 Increased frequency

- radio is the perfect medium for this, being able to

expose your ad to the audience repeatedly to build
awareness.
 More memorable

- compared to written advertisements, sound is more

effectively stored in memory.
 Cost effective
- radio advertising have significantly less costs
compared to other types of media.
 Time efficiency

- lead times with print and television ads can be very

long, especially with planning and may take up to a year
for the ad to run. Producing a radio spot can occur between
two or three weeks.
 Measurable results

- you can track results quickly and accurately compared

to television where it may take months for measurable
results or print media which can be even more difficult to
track.
DISADVANTAGES OF RADIO ADVERTISING
 Radio advertising relies on frequency to be
effective which can end up being costly
- radio is cheap, but it starts to cross the threshold
into big money once you consider how many times a
day you have to give your message airtime.
 Radio advertising is short lived

- another disadvantage of radio advertising is how

ephemeral it actually is. If a listener wants to hear your
ad again, they ‘ve got no choice but to keep the radio
station on and hope they will stumble across it again.
 Competition for the morning slots can be very
high
- mornings are the most popular time of the day for
radio advertising. This means that all companies, across
different industries will compete for a slot on the breakfast
shows.
 Lack of visuals
- despite the downsides there is no denying that radio
advertising can be effective way to reach your audience.
Next, discover the radio stations that can deliver your
message straight to the ears of your current and future
customers.
DIFFERENCE BETWEEN TV AND RADIO ADVERTISING

The basic difference between TV and

Radio advertising is that radio advertising
only transmits audio, while television
advertising , whether analogue or digital,
transmits both audio and video.
PUBLIC
RELATIONS
WHAT IS PUBLIC RELATIONS?

- the professional maintenance of a

favourable public image by a company
or other organization. It is also a process
of managing an organization’s
communications to stakeholders and the
media. Is also used in the marketing of
the brands and products.
EXAMPLES OF PUBLIC RELATIONS
 Investor Relations
- quarterly report.
 Government Relations

-compliance and regulatory risk.

 Community Relations

-community engagement.
 Media Relations

-relationship with media organizations.

 Media Production

-brand awareness.
 Customer Relations

- customer service.
 Market Communications
-communication channels .
 Influencer

- influential in your industry.

 Social Media

- managing social media.

 Internal Communications

- supporting teams.
 Industry Events

- orchestrating participation in industry.

 Crisis Communications

- leveraging an organizations.
PUBLIC RELATIONS TOOLS AND ACTIVITIES:

 Media Relations
 Advertorials
 Social Media
 Newsletter
 Brochures and catalogues
 Business Events
 Speaking Engagements
 Sponsorships or partnerships
 Employee relations
 Community Relations
WHAT IS THE ROLE OF PUBLIC RELATIONS?

- public relations can and should make an

important contribution in helping to form an
organization’s ideas what it is, what it should
do and what its public want and expect from
it. This includes policies and procedures for
the distribution of information to employees,
media, government and other key publics.
WHY IS PUBLIC RELATIONS IMPORTANT?

- public relations is about sharing the right

information to right places and people, to
build the brand reputation. Public agencies
work with organizations and help them to
build their image in a certain industry.
Through effective marketing strategies it
promotes its clients agenda.
ADVANTAGES OF PUBLIC RELATION:

 Influence

- audiences are more likely to trust messages

coming from an objective source rather than paid
for advertising messages. It is one of the most
credible forms of promotion and can be persuasive.
 Reach

- a good story can be picked up by several new

outlets, exposing your message to a large audience.
 Cost- effectiveness
- public relations can be an economical way
to reach a large audience in comparison to
paid for advertising media placement,
particularly if it is done in house.
DISADVANTAGES OF PUBLIC RELATIONS:

 No direct control
- unlike advertising , you can’t exactly control how
your business is portrayed by the media, when your
message will appear, and where it will be placed.
 No guaranteed results
- you may spend time and money on writing press
release, getting suitable photography and speaking with
journalists, but you can never guarantee your story to be
published. This can result in a poor return-on-investment.
 Evaluation
- it can be difficult to measure the effectiveness of
public relation activities. You can count media
mentions and published stories, but it’s harder to
determine the impact this has on your audience.
Thank you
& God