Group No. 03Members Roll No1. Tayyab 7633 Group Leader (History, Definition)2. Sumaira 7655 Advantage & Disadvantage3. Hafiz Irbaz 7674 Kinds (half)4. Saim Mughal 7697 Kinds (half)5. Hafiza Pakiza7659 Objectives6. Arslan Niazi 7691 Advertisement Budget7. Nawaz 7688 Budget Factor & Method8. Mubashar 7682 Development Advertisement Strategies9. Usman 7685 Selecting Media10. M. Usman 7650 Evaluation of Advertisement11. Abdullah 7653 Public Relation12. Ali Goraya 7662 Tools of Public Relation
Advertising and PublicRelations Advertising History Advantages & Disadvantages Types of advertisement Setting Advertising Objectives Setting the Advertising Budget Factor of Advertisement Budget Method of Advertisement Budget Developing Advertising Strategy Evaluating Advertising Public Relations The Role and Impact of Public Relations Major Public Relations Tools
AdvertisingAdvertising means the bringing the product into the market for a general public and increase it sale.ToinformKnowledgeAwareness
History Ago 4000 BC years the roman painted the wall to announce the gladiator fights.Phoenicians painted the picture gracesshows to sale castles cosmetics.
3 R’s of Advertisement Recruiting new customers Retaining loyal customer Reducing lost customer
Advantages:- Reducing per unit cost New product Increasing sale Consumer benefits Medea income Research Good will Regular demand Improving quality Expansion of market
Disadvantages High pricing Economic wastages Inflation Disappointment Misuse Burdon on consumer Bad results Discourage competition
Types of advertisement. Television NewspaperOutdoor Advertisement Radio Internet Direct mail Magazines
Setting Advertising ObjectivesAn advertising objective is a specific communication task to be accomplished with a specific target audience during a specific timeObjectives are classified by primary purpose Inform Persuade Remind
Informative advertising is used whenintroducing a new product category;the objective is to build primarydemandComparative advertising directly orindirectly compares the brand with oneor more other brands Persuasive advertising is important withincreased competition to buildselective demand
Reminder advertising is important withmature products to help maintaincustomer relationships and keepcustomers thinking about the product
Advertising Budget The amount which is set aside from total budget of company for advertisement expenses 1. Depends on your money 2. Requirement 3.Target consumer .
Factors of setting advertising budget1. Stages in the product life cycle. New product Maturity stage.2. Impact on Market shares. Taking market share. Low share brands.3. Competition and clutter. Create image against competitors. Know about the strong competitors.
4.Undifferentiated Product.Soft drinks (Coke and Pepsi)Laundry detergents (Arial and Surf excel)
Methods of advertisingbudget There are commonly five methods use for advertising budget1. Inertia Method Spend same amount in last year.2. Competitive Method Spending same as our competitors spend.3. Affordability Method Spend as much as we can afford. Totally ignore our competitors. Also ignore the market situation
4.Percentage of salesMethodPredetermined percentage of expected sales.5. Objective and TaskMethodObjectives and tasks that need to beaccomplished.
Developing AdvertisingStrategy Advertising strategy is a campaign developed to communicate ideas about products and services to potential consumers in the hope of convincing them to buy those products and services.
Creating the AdvertisingMessageAdvertising Strategy consists of two elements. Creating advertising messages Selecting advertising media
Creating the AdvertisingMessage A creative strategy focus on what the advertising message says or communicate and guides the development of all messages used in the advertising campaign.It’s Success depends (Break through the clutter) Gain attention Powerful communication
Break through the ClutterMadison & Vine Intersection Madison Avenue Hollywood & Vine(Largest Advertising Agency) (Entertainment Industry) Madison & Vine ( Advertising & Entertainment)
Elements of a successfulAdvertising Message Well planned More imaginative Attractive Entertaining More beneficial or rewarding for consumer.
Message strategyGeneral message communicated to consumersPurpose: To get consumer to think about or react to the product. So the ultimate focus is identifying customer benefits as advertising appeals.
Cont……Message strategy statements should be Plain (simple language) Straightforward outlines of benefits Positioning points ( wants to stress)
Creative conceptBig idea that will bring the message strategy to life in a distinctive & memorable way.Creative concept may be: visual Phrase combination of both.
Cont…Itll guide the choice of specific appeals to be used in advertising campaign.Advertising appeals should be: Meaningful Believable Distinctive For Example: wrist watch
Message executionMessage execution Turns the big idea into an actual ad execution. that will capture the Target market’s attention and interest.Execution Style:Best approach, Style, Tone, words & format used for executing an advertising message.
Different Execution StylesSlice of life Lifestyle Fantasy Mood or Personality Musical image symbol Technical Scientific Testimonial expertise evidence
Consumer Generated Messages Tapping consumers for message ideas or ads. It includes: Searching existing video sites Setting up their own sites Sponsoring ad-creation contests Other promotions
Cont….Benefits: Little Expense Collect new creative ideas Fresh perspective on brand Brand value for consumer Consumer involvement Develop consumer interest in your brand.
Selecting Advertising MediaMajor steps include: Deciding on reach—frequency—impact Selecting media vehicles Deciding on media timing
Selecting Advertising MediaReach is a measure of the percentage of people in the target market who are exposed to the ad campaign during a given period of timeFrequency is a measure of how many times the average person in the target market is exposed to the messageImpact is the qualitative value of a message exposure through a given medium
Selecting Advertising MediaSelecting media vehicles involves decisions presenting the media effectively and efficiently to the target customer and must consider the message’s: Impact Effectiveness Cost
Selecting Advertising MediaWhen deciding on media timing, the planner must consider: Seasonality Pattern of the advertising Continuity—scheduling within a given period Pulsing—scheduling unevenly within a given period
Evaluating AdvertisingCommunication effects indicate whether the ad and media are communicating the ad message well and should be tested before or after the ad runsSales and profit effects compare past sales and profits with past expenditures or through experiments
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 is used to promote product, people, ideas, and activities
Public RelationsPublic relations department functions include: Press relations or press agency Product publicity Public affairs Lobbying Investor relations Development
Public RelationsPress relations or press agency involves the creation and placing of newsworthy information to attract attention to a person, product, or serviceProduct publicity involves publicizing specific productsPublic affairs involves building and maintaining national or local community relations
Public RelationsLobbying involves building and maintaining relations with legislators and government officials to influence legislation and regulationInvestor relations involves maintaining relationships with shareholders and others in the financial communityDevelopment involves public relations with donors or members of nonprofit organizations to gain financial or volunteer support
Public RelationsThe Role and Impact of Public Relations Lower cost than advertising Stronger impact on public awareness than advertising
Major Public Relations Tools Special WrittenNews Speeches Internet events materialsCorporate Audiovisual Buzzidentity materials marketingmaterials