Marketing final

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Chapter 15

Advertising and Public Relations

Advertising

Advertising is any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor.

https://www.youtube.com/watch?v=0maaH2gUWa4

The Nature of Each Promotion Tool - Advertising Advantages:

• Advertising can reach masses of geographically dispersed buyers at a low cost per exposure, and it enables the seller to repeat a message many times.

• Large-scale advertising says something positive about the seller’s size, popularity, and success.

• Consumers tend to view advertised products as more legitimate.

Shortcomings:

• Advertising is impersonal and cannot be as directly persuasive as can company salespeople.

• Advertising can carry on only a one-way communication with the audience.

• Advertising can be very costly.

Advertising

Setting Advertising Objectives

An advertising objective is a specific communication task to be accomplished with a specific target audience during a specific time.

Informative advertising is used when introducing a new product category to build primary demand.

Persuasive advertising is important with increased competition to build selective demand.

Comparative advertising is when a company compares its brand with other brands.

Reminder advertising is important with mature products to help maintain customer relationships and keep customers thinking about the product.

Setting Advertising Objectives

Developing Advertising Strategy

Creating the Advertising Message and Brand Content

Consumer-generated content:

• Consumers submit ad message ideas, videos, and other brand content.

• Incorporates the voice of the customer into brand messages

• Generates greater customer engagement

Developing Advertising Strategy

Selecting Advertising Media

The major steps in advertising media selection are:

• Determining reach, frequency, impact, and engagement

• Choosing among major media types

• Selecting specific media vehicles

• Choosing media timing

Developing Advertising Strategy

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.

Engagement is a measure of things such as ratings, readership, listenership, and click-through rates.

Developing Advertising Strategy

Other Advertising considerations

• Organizing for advertising

• International advertising decisions

Public Relations

Public relations involves 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.

Public Relations

Press relations or press agency involves the creation and placing of newsworthy information to attract attention to a person, product, or service.

Product publicity involves publicizing specific products.

Public affairs involves building and maintaining national or local community relations.

Lobbying involves building and maintaining relations with legislators and government officials to influence legislation and regulation.

Investor relations involves maintaining relationships with shareholders and others in the financial community.

Development involves public relations with donors or members of nonprofit organizations to gain financial or volunteer support.

The Role and Impact of PR

• Public relations are very believable—news stories, features, sponsorships, and events seem more real and believable to readers than ads do.

• Public relations can reach many prospects who avoid salespeople and advertisements.

• Public relations can dramatize a company or product.

• Lower cost than advertising

• Stronger impact on public awareness than advertising

• Has power to engage consumers and make them part of the brand story

Public Relations

Major Public Relations Tools

News Speeches Special events

Written materials

Corporate identity

materials

Public service activities

Buzz marketing Social

networking Internet