Chapter 10+11

Chapter 15
Advertising and Public Relations

Introduction to Marketing (MKT-202)

Nahin Sultana (NHSU)

OBJECTIVES OUTLINE

• Advertising objectives, budget, message decisions and evaluation

• Public Relations

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Advertising
Advertising is any paid form of non-personal presentation and promotion of ideas, goods, or
services by an identified sponsor.
• Advertising is a good way to inform and persuade.
• Although advertising is used mostly by business firms, a wide range of not-for-profit
organizations, professionals, and social agencies also use advertising to promote their causes
to various target publics.

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1. Advertising Objectives

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2. Setting the Advertising Budget
Advertising budget
The dollars and other resources allocated to a product or a company advertising program.
A brand’s advertising budget often depends on its stage in the product life cycle.
• New Products:
• New products typically need relatively large advertising budgets to build awareness and gain
consumer trial.
• Mature Products:
• Mature brands usually require lower budgets as a ratio to sales but not always.
• Market share also impacts the amount of advertising needed
• Brands in a market with many competitors and high advertising clutter must be advertised more
heavily to be noticed
• Undifferentiated brands—those that closely resemble other brands in their product class (soft drinks,
laundry detergents)—may require heavy advertising to set them apart. When the product differs
greatly from competing products, advertising can be used to point out the differences to consumers

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3. Message & Media Decisions
Creating the Advertising Message
• Breaking through the Clutter
• Merging Advertising and Entertainment
• The aim of advertainment is to make ads themselves so entertaining, or so useful, that people
want to watch them.
• Branded entertainment (or brand integrations) involves making the brand an inseparable part of
some other form of entertainment. Ex: A character of a popular series working as Cheese Cake
Factory (A real cake shop)
Message Strategy
Developing an effective message strategy begins with identifying customer benefits that can be used as
advertising appeals.
• Creative concept: The compelling “big idea” that will bring the advertising message strategy to
life in a distinctive and memorable way.
• Advertising appeals should be meaningful, believable and distinctive.

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 Message Decisions
Message Execution Styles
• Slice of life: This style shows one or more “typical” people using the product in a normal setting. https://
www.youtube.com/watch?v=6oU24nFc5Sc

• Lifestyle: This style shows how a product fits in with a particular lifestyle.
• Fantasy: This style creates a fantasy around the product or its use. https://www.youtube.com/watch?v=rgvkx3bhouU
• Mood or image: This style builds a mood or image around the product or service, such as beauty, love,
intrigue, or serenity.
• Musical: This style shows people or cartoon characters singing about the product. Ex: Nescafe https://
www.youtube.com/watch?v=ZxOp5fsQBwg

• Personality symbol: This style creates a character that represents the product. The character might be
animated.
• Technical expertise: This style shows the company’s expertise in making the product. https://
www.youtube.com/watch?v=ri9H4rXI9CQ

• Scientific evidence: This style presents survey or scientific evidence that the brand is better or better liked than
one or more other brands.
• Testimonial evidence or endorsement: This style features a highly believable or likable source endorsing the
product. It could be ordinary people saying how much they like a given product. https://
www.youtube.com/watch?v=jTI1kgFBpWc NHSU (MKT-202) 7
Scientific Evidence

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Personality Symbol

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Media Decision
Major steps in advertising media selection

Determining on Reach, Frequency, and Impact

Choosing among Major Media Types

Selecting Specific Media Vehicles

Choosing Media Timing

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Deciding on reach, frequency, and impact
Reach is the measure of the percentage of people in the target market who are exposed to the
advertisement campaign during a given period of time.
• Example: Meril Petroleum Jelly campaign wants to reach 70% of its target consumers in 3 months.
Frequency is a measure of how many times the average person in the target market is exposed to the
message
• Example: The 70% of the consumers exposed to the Meril Petroleum Jelly Campaign has to see the
advertisement at least 4 times.
Media Impact – Desired media impact is the qualitative value of a message exposure through a given
medium. Its not just about exposure.
• Example: Harpic cannot demonstrate the effectiveness of Harpic in cleaning the bathroom via a
radio advert. It needs to show it via television/print media because it will have a better IMPACT in
consumers understanding about Harpic’s functional attributes.

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Major Media Types

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 Selecting specific media vehicles
Media Vehicles: The media planner now must choose the best media vehicles – specific media within each
general media type.
• Example for Television – NTV, BTV, ATN Bangla, ETV
• Example for Radio: Radio foorti, Radio Betar, ABC radio
• Example for Magazine: Ice today, Brand Forum, Purple

Depending on the target audience engagement and editorial quality the media vehicle should be chosen.

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Deciding on Media Timing
Media Timing: When will the advertiser actually expose the advertising message to its target
audience.
• Many products have seasonal impact – summer products (March to August) vs winter
products (September to January).
• Example: Hallmark – Media Timing is only before Major Holidays.

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 4. Evaluating Advertising Effectiveness
How do we know that we’re spending the right amount on advertising?
What return are we getting on our advertising investment?

Measuring Communication Effects:

• Target Audience’s Recall: What internet companies do you know?
• Product Awareness: Have you heard of Qubee?
• Product Knowledge: What are the services does Qubee provide?
• Product Preference: Measuring sales effect

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Public Relations
Public Relations (PR)
Building good relations with the company’s various publics by obtaining favorable publicity, building
up a good corporate image, and handling or heading off unfavorable rumors, stories, and events.

• Press Relations or press agency: Creating and placing newsworthy information in the news
media to attract attention to a person, product, or service.
• Product Publicity: Publicizing specific products/services.
Example: At the beginning, The Body Shop did not spend a penny on advertising; only PR/ Pran
lassi in blood donation camp
• Public Affairs: Building and maintaining national or local community relationships.
• Lobbying: Building and maintaining relationships with legislators and government officials to
influence legislation and regulation.
Example: Women NGOs Lobbying the ministry of women’s affairs about women’s rights in
Bangladesh.

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Public Relations

• Investor Relations: Maintaining relationships with shareholders and others in the financial
community.
• Crisis management: Responding to unfavorable publicity or a negative event.
• Development: Working with donors or members of nonprofit organizations to gain financial or
volunteer support.
Example: Support from BRAC or Yunus Center/Bangladesh Government Liaison with World
Bank, JAICA (Japan international corporation agency) which helps in economic growth, disaster
management, water and sanitation, health and education.

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 Thank You

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