MKTG 3301_02: Principles of Marketing Chapter 15

1. Chapter 15
Advertising and Public
relations
Dylan Harriger
Brandon Ayers
Erika Rodriguez
J.T Jakubik
Ramon Madden

2. Major Advertising decisions• Table 15.1
Possible Advertising Objectives
Informative Advertising
• Communicating customer value
• Building a brand and company image
• Telling the market about a new
product
• Explaining how a product works
• Suggesting new uses for a product
• Informing the market of a price
change
• Describing available services &
support
• Correcting false impressions
Persuasive Advertising
• Building brand preference
• Encouraging switching to a brand
• Changing customer perceptions of
product value
• Persuading customers to purchase now
• Persuading customers to receive a
sales call
• Convincing customers to tell others
about the brand
Reminder Advertising
• Maintaining customer relationships
• Reminding consumers that the
product may be needed in the near
future
• Reminding consumers where to buy
the product
• Keeping the brand in a customer’s
mind during off-seasons

3. 3 Types of Advertising
Informative Advertising
Persuasive Advertising
Reminder Advertising

4. Informative Advertising
 Communicating Customer value.
 Building a brand & Company Image.
 Telling the market about a new product.
 Explaining how a product works.
 Suggesting new used for a product.
 Informing the market of a price change.
 Describing available services and support.
 Correcting false impressions.

5. Persuasive Advertising
 Building brand preference.
 Encouraging switching to a brand.
 Changing customer perceptions of a product
value.
 Persuading customers to purchase now.
 Creating customer engagement.
 Building brand community.

6. Reminder Advertising
 Maintaining customer relationships.
 Reminding consumers that the product may
be needed in the future.
 Reminding consumers where to buy the
product.
 Keeping the brand in customer’s minds
during off-seasons.

7. Execution Styles
It is the approach, style, tone, words, and
format used
for executing an advertising message.
There are nine execution styles listed in the
textbook.

8. 1. Slice of life
Shows one or more “typical” people using the product in a
normal setting.
Silk Soymilk “Rise and Shine” ad.
https://www.youtube.com/watch?v=Cjsfh-R_2_Q

9. 2. Lifestyle
 Shows how a product fits in with a particular lifestyle.
 Ex. Buying a Harley-Davidson means you are a tough
biker gang person.
 https://www.youtube.com/watch?v=HkJvzlN4reY

10. 3. Fantasy
 Creates a fantasy around the product or its use.
 Ex. Calvin Klein “Drive in to Fantasy”

11. 4. Mood or Image
Builds a mood or image around the product or service.
Ex. The Orkin Man commercials make you feel that they
will get the job in a military fashion.

12. 5. Musical
 People or cartoon characters singing about the product.
 “I Wish I Was An Oscar Meyer” song.
 https://www.youtube.com/watch?v=aNddW2xmZp8
 This song is in 40 different styles of music.

13. 6. Personality Symbol

14. 7. Technical Expertise

15. 8. Scientific Evidence

16. 9. Testimonial Evidence or endorsement

17. Profiles of Major Media Types
Television
Social Media
Newspapers
Direct Mail
Magazines
Radio
Outdoor

18. Television
Advantages
 Covers mass marketing with low cost per
exposure
 Very appealing to watchers
Limitations
 High cost
 Less audience selectivity

19. Social Media
Advantages
 High selectivity
Low costs
Engagement capabilities for customers
Limitations
 Low impact
High audience control of content and
exposure

20. Newspapers
Advantages
 Flexible
 Good local market coverage
 High believability
Limitations
 Short life
 Poor reproduction quality
 Small pass-along audience

21. Direct Mail
Advantages
High audience selectivity
Flexibility
No competition with same medium
Allows personalization
Limitations
High cost per exposure
Lots of spam

22. Magazines
Advantages
 High geographic and demographic
selectivity
 Credibility and prestige
 High quality reproduction
Limitations
 Long ad purchase lead time
 High cost
 No guarantee of position

23. RadioAdvantages
 Good local acceptance
 High geographic and demographic
selectivity
 Low cost
Limitations
 Audio only
 Low attention
 Fragmented audiences

24. Outdoor
Advantages
 Flexibility
 High exposure
 Low cost with low competition
 Good positional selectivity
Limitations
 Little audience selectivity
 Creative limitations

25. The Super bowl: The Mother of all
Advertisement Events- But is it worth it?

26. Public Relations
 Consist of activities designed to engage and
build good relations with the company’s
various publics.

27. Functions of Public Relations
 Press Relations or press agency
 Product Publicity
 Public affairs
 Lobbying
 Investor relations
 Development