Chapter 15 Advertising and Public Relations


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  • Chapter 15 Advertising and Public Relations
  • Chapter 15 Advertising and Public Relations Notes: Advertising strategies are organized around an advertising campaign. An ad campaign is a series of related ads focusing on a common theme, slogan, and set of advertising appeals. Before creative work can begin, advertising goals or objectives are established. The DAGMAR approach (described on the next slide) is one method of setting objectives. Once objectives are defined, creative work can begin, with the advertising campaign often following the AIDA model.
  • Chapter 15 Advertising and Public Relations Notes: Creative decisions include identifying product benefits, developing and evaluating advertising appeals, executing the message, and evaluating the effectiveness of the campaign.
  • Chapter 15 Advertising and Public Relations Notes: Message execution is the way an advertisement portrays its information. The AIDA plan is a good means of executing an advertising message. An ad should immediately get attention, and hold consumers’ interest, create desire for the good, and motivate an action of purchase. Exhibit 15.3 lists and describes the ten common executional styles for advertising. Executional styles often dictate the media utilized. For example, print works well for scientific executional styles, while demonstration and musical styles are more likely found in broadcast advertising. Executional styles for foreign advertising are different from those in the United States. They often are sexually oriented or aesthetically imaginative. Post-campaign evaluation can be the most demanding task facing advertisers.
  • Chapter 15 Advertising and Public Relations Notes: After choosing the media for the campaign, advertisers must schedule the ads. The media schedule designates the media to be used, the specific vehicles (such as the TV show), and the insertion dates of the advertising. Continuous media schedule: Examples are Tide detergent and Ivory soap. Flighted media schedule: Examples are television ads for new movies on specific days of the week. Examples: Movie ads on Wednesday and Thursday nights. Pulsing media schedule: Heavier advertising during the best sales periods. Examples are back-to-school sales. Seasonal media schedule: Advertising is concentrated when product is likely to be used. Examples are cold medication and suntan lotion. Recency planning is the theory of scheduling television advertising for frequently purchased products, such as Coca-Cola and Tide detergent. Its main premise is to influence the brand choice of people who are ready to buy.
  • Chapter 15 Advertising and Public Relations Notes: Marketing managers plan public relations campaigns that fit into the overall marketing plans and focus on targeted audiences. Publicity is the effort to capture media attention and is initiated through a press release that furthers the public relations plans.
  • Chapter 15 Advertising and Public Relations
  • Chapter 15 Advertising and Public Relations
  • Chapter 15 Advertising and Public Relations Online Volkswagen General Motors How effective do you think the Internet is at achieving new-product publicity? Compare how Volkswagen and General Motors use the Internet to advertise their new models. Does the primary function of each Web site seems to advertising, publicity, or something else?
  • Chapter 15 Advertising and Public Relations Notes: Crises do happen. Companies must have a communication policy firmly in hand before a disaster occurs because timing is uncontrollable. For example, in 2004, McDonald's was caught off-guard after the release of the documentary film Super Size Me, which chronicled the deterioration of filmmaker Morgan Spurlock’s health while eating an all-McDonald’s product diet. Discussion/Team Activity: Identify other corporate crises and discuss how the public relations was handled. Examples: Wal-Mart’s low wages and sparse benefits, Exxon Valdez oil spill, Tylenol capsules cyanide poisoning.
  • Chapter 15 Advertising and Public Relations

    1. 1. Chapter 15 Advertising and Public Relations
    2. 2. Advertising <ul><li>A persuasive message carried by a nonpersonal medium and paid for by an identified sponsor. </li></ul><ul><li>Two types: </li></ul><ul><li>Product advertising </li></ul><ul><li>Institutional advertising </li></ul>
    3. 3. Institutional Advertising Advertising designed to promote an organizational image or to build goodwill. Example: GE’s “We bring good things to light.”
    4. 4. Advocacy Advertising <ul><li>Advertising in which an organization expresses its views on controversial issues or responds to media attacks </li></ul>
    5. 5. Product Advertising <ul><li>Advertising promoting a specific product. </li></ul><ul><li>Two types: </li></ul><ul><li>Direct-action advertisement: stimulates immediate purchase </li></ul><ul><li>Indirect-action advertisement: stimulates sales over the long run. </li></ul>
    6. 6. Product Advertising <ul><li>Pioneering </li></ul><ul><li>Competitive </li></ul><ul><li>Comparative </li></ul>
    7. 7. Creative Decisions in Advertising Advertising Campaign A series of related advertisements focusing on a common theme, slogan, and set of advertising appeals.
    8. 8. Creative Decisions in Advertising Determine the advertising objectives Make creative decisions Make media decisions Evaluate the campaign
    9. 9. Some Specific Advertising Objectives Might Include: <ul><li>Sales lead generation </li></ul><ul><li>Increasing brand awareness </li></ul><ul><li>Increasing repeat purchases </li></ul><ul><li>Increasing consumption by current users </li></ul>
    10. 10. Creative Decisions Develop and evaluate advertising appeals Execute the message Evaluate the campaign’s effectiveness Identify product benefits
    11. 11. Identify Product Benefits <ul><li>What is the attribute? </li></ul><ul><li>What is the benefit? </li></ul>
    12. 12. The Advertising Appeal <ul><li>Identifies the reason for a person to buy a product </li></ul><ul><ul><li>Unique Selling Proposition </li></ul></ul><ul><li>Common Advertising Appeals: </li></ul><ul><ul><li>Profit </li></ul></ul><ul><ul><li>Health </li></ul></ul><ul><ul><li>Love or romance </li></ul></ul><ul><ul><li>Fear </li></ul></ul><ul><ul><li>Fun </li></ul></ul><ul><ul><li>Vanity </li></ul></ul><ul><ul><li>Environmentalism </li></ul></ul>
    13. 13. Executing the Message Mood or Image Musical Demon- stration Scientific Real/ Animated Product Symbols Fantasy Lifestyle Slice-of-Life Humorous Spokes-person/ Testimonial
    14. 14. When developing media strategy, answer these two questions: <ul><li>Which media will effectively and efficiently get the message to the desired audience? </li></ul><ul><li>What scheduling of these media will neither bore nor allow people to forget? </li></ul>
    15. 15. Media Advantages/Disadvantages <ul><li>Newspapers: </li></ul><ul><li>+ Convenient & quick </li></ul><ul><li>- Poor quality of print </li></ul><ul><li>Magazines: </li></ul><ul><li>+ Long-life ad </li></ul><ul><li>- Clutter </li></ul>
    16. 16. Media Advantages/Disadvantages <ul><li>Television: </li></ul><ul><li>+ Audio-visual </li></ul><ul><li>+ Very high reach </li></ul><ul><li>- Expensive & perishable </li></ul><ul><li>Radio: </li></ul><ul><li>+ Flexible </li></ul><ul><li>+ Inexpensive </li></ul><ul><li>- Clutter & perishable </li></ul>
    17. 17. Media Advantages/Disadvantages <ul><li>Internet </li></ul><ul><li>+ Inexpensive </li></ul><ul><li>+ High reach: worldwide </li></ul><ul><li>- Cannot reach non-computer users </li></ul><ul><li>Outdoor ads </li></ul><ul><li>+ High reach & frequency </li></ul><ul><li>+ Inexpensive </li></ul><ul><li>- Brevity of message </li></ul>
    18. 18. Creating a Media Plan <ul><li>Cost per contact </li></ul><ul><li>Reach </li></ul><ul><li>Frequency </li></ul><ul><li>Gross Rating Points </li></ul><ul><li>Audience Selectivity </li></ul>
    19. 19. Media Scheduling Continuous Media Schedule Flighted Media Schedule Pulsing Media Schedule Seasonal Media Schedule Advertising is run steadily throughout the period. Advertising is run heavily every other month or every two weeks. Advertising combines continuous scheduling with flighting. Advertising is run only when the product is likely to be used.
    20. 20. Evaluating Advertising <ul><li>Pretesting: </li></ul><ul><ul><li>Focus groups </li></ul></ul><ul><ul><li>Quantitative studies </li></ul></ul><ul><li>Posttesting: </li></ul><ul><ul><li>Recall tests </li></ul></ul><ul><ul><li>Changes in attitudes </li></ul></ul><ul><ul><li>Generating inquiries </li></ul></ul><ul><ul><li>Sales performance </li></ul></ul>
    21. 21. Ethical Issues in Advertising <ul><li>Deceptive Advertising </li></ul><ul><ul><li>Misleading advertising </li></ul></ul><ul><ul><li>Bait-and-switch </li></ul></ul><ul><ul><li>Puffery </li></ul></ul><ul><li>Public Standards </li></ul><ul><li>Quality of Children’s Lives </li></ul>
    22. 22. Public Relations The element in the promotional mix that: <ul><li>evaluates public attitudes </li></ul><ul><li>identifies issues of public concern </li></ul><ul><li>executes programs to gain public acceptance </li></ul>Public Relations
    23. 23. Publicity versus Public Relations
    24. 24. Functions of Public Relations Press relations Product publicity Corporate communication Public affairs Lobbying Employee and investor relations Crisis management
    25. 25. Public Relations Tools Product placement Consumer education Event sponsorship Issue sponsorship Internet Web sites New product publicity
    26. 26. Managing Unfavorable Publicity Crisis Management A coordinated effort to handle the effects of unfavorable publicity or of an unfavorable event.