Advertising and Public Relations To be reported by: Emmanny Berbano
Chapter Objectives1. Define Advertising2. Identify the four features of advertisements3. Enumerate the types of advertising4. Know the different formats used in advertisements5. Know how to develop a media strategy6. Understand the role of publicity as a tool of public relations
AdvertisingPersuasive message carried by a non-personalmedium and paid for by an identified sponsor.
4 features of Advertisement1. Verbal, and/visual message1. Sponsor who is identified
3. Delivery through one ormore media4. Payment by the sponsorto the media carrying themessage
Types of Advertising1. Consumer Advertising or Business-to- business advertising
2. Product/Service or Institutional/Corporatea. Product/ Service-It focuses on a particular product or brand.
Product/Service is subdivided into:*Direct Action- Seeks aquick response like an adurging the reader to sendor call immediately for afree sample.*Indirect Action- Designedto stimulate demand over alonger period of time. MostTV ads are of this type.
b. Institutional/Corporate-Aims to create a good attitude, build goodwill,and present information about the advertiser’sbusiness.
Two Formsa. Customer Service- e.g Caltex describes the level of personal service available.b. Public Service Advertising- Designed to improve the quality of life and show that the advertiser is responsible member of the community.
3. Primary-demandadvertising or selective-demand advertisinga. Primary-demand advertising- Designed to stimulate demand for a generic category.b. Selective-demandadvertising- Intended to stimulatedemand for individual brands.
Developing an Advertising Campaign• This is consists of all the tasks involved in transforming a theme into a coordinated advertising program to accomplish a specific goal for a product or brand.
Steps to follow before designing an advertising campaign1. Identify the target audience2. Establish an over-all promotional objectives3. Determine an over-all promotional theme
Defining ObjectivesFour broad communication goals expected by advertisers:
Specific Advertising Objectives*Encourage current user toincrease consumption*Generate more sales leads Provides framework for*Increasing brand awareness creative strategy and media*Creating and maintaining a selectionbrand image*Supporting personal sellingefforts
Establishing a Budget• Once marketing communications budget has been establishedThen,• It will be allocated among the various activities that makes up the overall marketing communications program.
Creating a Message Individual Advertisements accomplish two things:1. Get and hold the attention of the intended audience2. Influence that audience in the desired way
Most Common approach to catch attention….• Present material in an unexpected manner
If the ad succeeds then the advertiser has a few seconds to send a message
Two elements of the message1. Appeal - Central Idea of an advertising message - Tells the potential buyerswhat the products offers andwhy the product should beappealing to them.
2. Execution - Combining, in aconvincing andcompatible way thefeature or device thatgets attention with theappeal which can beexecuted in a variety ofways.
Execution Format-How an advertisement says something
Types of major advertising formats:1. Storyline Format -Gives a history of or tells astory about the product2. Product Uses and problemsolutions -Discuss a product’s uses,attributes, benefits or availability.
3. Slice of life -dramatizes a typicalsetting in which people usethe product being advertised.4. Demonstration -Illustrates productfeatures or proves someadvertised claim.5. Lifestyle -Combines scenes intendedto reflect a particular targetmarket’s lifestyle
6. Testimonials -Show a person, usuallyshow business or sport figurethat endorses the productadvertised. Spokespersonurges the audience directly tobuy the product.7. Still life -portrays the product in avisually attractive setting.
8. Association -Concentrates on ananalogy or otherrelationships to convey amessage.9. Montage -Blends a number ofsituations, demonstrationsand other visual effectsinto one commercial
Two factors in developing a media strategy:1. Media which will efficiently get the message to the desired audience2. Scheduling of these media so as to not bore people with much repetition of the message or make them forget it.
Media*Direct Marketing media(Mail advertising) - It has been in existencefor more than a centuryand modern computer canpersonalize direct-responseadvertising message to anindividual.*Interactive media(Internet advertising)
General Factors that influence Media Choice:• Objectives of the advertisement - Purpose and goal• Audience Coverage – Reachable by the medium• Requirements of the message - Medium should fit the message• Time and location of buying decision – Medium should reach when and where the customers are about to make the buying decisions• Media cost – Cost of the medium should be considered
Characteristics of the Major Media1. Newspapers -They are flexible andtimely2. TV -Most versatile andrapidly changing of allmedia.
3. Direct Mail -Most personal andselective of all the media.4. Radio -It is relatively low cotand reaches far andwide.
5. Magazines - Excellent mediumwhen high-qualityprinting and colordesired in anadvertisement.6. Out-of-homeadvertising -Includes billboard,posters, bus ads andnew electronic digitalbillboards.
7. Specialty Advertising - Item of merchandiseimprinted with theadvertiser’s name,message, or log and isgiven free.8. Emerging Media -These are lesser-known media used inconjunction with better-known media
9. Infomercials - Lengthy TV ads thatrun up to 60mins thatcombines info withentertainment andpromotion.10. Place-Based Media -Ads placed wherepeople are.
11.Video and CD-ROMs -Advertisers placetheir ads to reach videowatchers in video rentals.12. World Wide Web - Companies have hadWeb pages created toreach their targetmarket.
SCHEDULING• Media Schedule or Media plan – Time schedule identifying the exact media to be used and the dates when the ads are to appear. – Selecting specific media such as magazines requires to consider: *Reach- No. of people exposed to an ad in a given medium. *Frequency- No. of times an individual is expected to be exposed to an advertiser’s message.
PUBLIC RELATIONS• This is a management tool designed to favorably influence attitudes towards and organization, its products and its policies.• Purpose is to manage publicity and maintain positive organizational image and to provide public with info.
Publicity• This is any communication about an organization, its products or policies through the medium that is not paid for by the organization.
Forms of Publicity1. Press Conference -Creates goodwill andpositive corporate imageresults between theorganization and the public2. Appearances -Talk shows often inviteguests who promote theirbooks, recordings, concertsand movies
3. Event Sponsorships - Sponsorship of events and activities oncharitable institutions.