Advertising & public relations

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Advertising & public relations

  1. 1. Copyright ©2012 All Right Reserved by DYNAMIC Performers
  2. 2. Copyright ©2012 All Right Reserved by DYNAMIC Performers
  3. 3. Topic: ADVERTISING & PUBLIC RELATION Presented by: Presented to: DYNAMIC PERFORMERS PROFESSOR NABEEL To change System Dynamically SHABIR MALIK WAQAS SIDDIQUI 1004184 1004143 Copyright ©2012 All Right Reserved by DYNAMIC Performers 1004147 1004146 1004156
  4. 4. LEARNING OBJECTIVES Copyright ©2012 All Right Reserved by DYNAMIC Performers 1. 2. 3. 4. 5. 6. 7. 8. What is Advertisement? How to Advertise? Why we Advertise ? Where should be Advertisement ? Which Media is best for Advertisement ? What is Public Relation? What does PR do? How to Use PR?
  5. 5. 5-Sales Promotion 4-Personal Selling PROMOTION 1-Advertising 2-Public Relation Copyright ©2012 All Right Reserved by DYNAMIC Performers 3-Direct Marketing
  6. 6. Copyright ©2012 All Right Reserved by DYNAMIC Performers
  7. 7. Sales Era Copyright ©2012 All Right Reserved by DYNAMIC Performers
  8. 8. Industrial Revolution Copyright ©2012 All Right Reserved by DYNAMIC Performers
  9. 9. ORIGIN OF ADVERTISEMENT  The word advertising is derived from two Latin Words „Ad‟ and „Verto‟  Ad  Towards  Verto  I turn  Literally it means to TURN THE PEOPLE‟S ATTENTION to a SPECIFIC THING Copyright ©2012 All Right Reserved by DYNAMIC Performers
  10. 10. DEFINATION Advertising is any  PAID FORM1of  NON-PERSONAL  PROMOTION  IDENTIFIED PRESENTATION 2 and OF IDEAS, GOODS, OR SERVICES 3by an SPONSOR4 Copyright ©2012 All Right Reserved by DYNAMIC Performers
  11. 11. Importance of Advertisement Copyright ©2012 All Right Reserved by DYNAMIC Performers
  12. 12. THE FIVE M‟S OF ADVERTISING MESSAGE MISSION Communication Objective Sales objective MONEY Method in Setting of Ad Budget Factors Affecting Ad Budget Copyright ©2012 All Right Reserved by DYNAMIC Performers Message Strategy Message Execution MEDIA Reach , Frequency, Impact Major Media Types Specific Media Vehicles Media Timing MEASUREMENT Communication Impact Sales & Profit Impact Return on Advertising
  13. 13. 1-MISSION (Objective) Copyright ©2012 All Right Reserved by DYNAMIC Performers
  14. 14. ADVERTISING MISSIONS 1-INFORMATIVE 2-PERSUASIVE 3-COMPARATIVE 4-REMINDER Copyright ©2012 All Right Reserved by DYNAMIC Performers
  15. 15. 1 - INFORMATIVE ADVERTISING •Build Primary Demand Copyright ©2012 All Right Reserved by DYNAMIC Performers
  16. 16. 2 - PERSUASIVE ADVERTISING •Build Selective Demand Copyright ©2012 All Right Reserved by DYNAMIC Performers
  17. 17. 3 - COMPARATIVE ADVERTISING •Help consumer for Compression with your Competitor Copyright ©2012 All Right Reserved by DYNAMIC Performers
  18. 18. 4 - REMINDER ADVERTISING •Keeps Consumers Thinking About a Product Copyright ©2012 All Right Reserved by DYNAMIC Performers
  19. 19. 2- MONEY (Budget) DEFINATION “Numerical Expression of Future expected Expenditure” Copyright ©2012 All Right Reserved by DYNAMIC Performers
  20. 20. ADVERTISING BUDGET METHODS 1. AFFORDABLE 2. PERCENTAGE OF SALES 3. COMPETITIVE-PARITY 4. OBJECTIVE-AND-TASK Copyright ©2012 All Right Reserved by DYNAMIC Performers
  21. 21. FACTORS IN SETTING THE ADVERTISING BUDGET 1-STAGE IN THE PRODUCT LIFE CYCLE 2-MARKET SHARE 3-PRODUCT DIFFERENTIATION 4-ADVERTISING FREQUENCY Copyright ©2012 All Right Reserved by DYNAMIC Performers
  22. 22. ADVERTISING STRATEGY STRATEGY: “A Broad action plan to which help you achieve your Objectives” Copyright ©2012 All Right Reserved by DYNAMIC Performers
  23. 23. ADVERTISING STRATEGY HOW TO CREATE ? HOW TO DELEVER ? STRATEGY & TECHNIQUES SELECTING MEDIUM MESSAGE MEDIA Copyright ©2012 All Right Reserved by DYNAMIC Performers
  24. 24. 3-MESSAGE Copyright ©2012 All Right Reserved by DYNAMIC Performers
  25. 25. HOW TO CREATE ADVERTISING MESSAGE  STRATEGY IN MESSAGE : What type of NEEDS or DESIRES targeting? Who are TARGET AUDIENCE? What will be the significant AUDIO VISUAL image? Which type of WORDS or SLOGAN should be use? What will be the UNDERLYING message in the Ad? Follow up the AIDA Rule Copyright ©2012 All Right Reserved by DYNAMIC Performers
  26. 26. CREATE THE ADVERTISING MESSAGE ACCORDING TO THE Get Attention I Hold nterest Copyright ©2012 All Right Reserved by DYNAMIC Performers Arouse Desire Obtain Action AIDA RULE
  27. 27. COMMON ADVERTISING STRATEGIES Copyright ©2012 All Right Reserved by DYNAMIC Performers
  28. 28. 4-MEDIA Copyright ©2012 All Right Reserved by DYNAMIC Performers
  29. 29. TYPES OF ADVERTISING MEDIA 1-PRESS ADVERTISING 2- OUT DOOR ADVERTISING Copyright ©2012 All Right Reserved by DYNAMIC Performers 3-DIRECT MAIL ADVERTISING 4-AUDIO VISUAL ADVERTISING
  30. 30. 1- PRESS ADVERTISEMENT Copyright ©2012 All Right Reserved by DYNAMIC Performers
  31. 31. Copyright ©2012 All Right Reserved by DYNAMIC Performers
  32. 32. PRESS ADVERTISEMENT JOURNALS MAGAZINES NEWSPAPER Ad Copyright ©2012 All Right Reserved by DYNAMIC Performers
  33. 33. PRESS ADVERTISEMENT STRATEGY RIGHT KIND OF NEWSPAPER Copyright ©2012 All Right Reserved by DYNAMIC Performers AT THE RIGHT PLACE TO GET BETTER VISIBILITY
  34. 34. - Full Page Ad – 75% of People to Notice it 25% 75% Noticed 25% Wasted Copyright ©2012 All Right Reserved by DYNAMIC Performers
  35. 35. -Half Page Ad – 50% of People to Notice it 50% Noticed 50% Wasted Copyright ©2012 All Right Reserved by DYNAMIC Performers
  36. 36. -Quarter Page Ad30% of people to notice it 30 % Wasted 70 % Copyright ©2012 All Right Reserved by DYNAMIC Performers Quarter page
  37. 37. ADVERTISEMENT ON FIRST & LAST PAGE Advertisement on the first and last pages are more superior Copyright ©2012 All Right Reserved by DYNAMIC Performers
  38. 38. 2- OUT DOOR ADVERTISEMENT Copyright ©2012 All Right Reserved by DYNAMIC Performers
  39. 39. OUTDOOR ADVERTISEMENT 1- Posters 2- Hording Copyright ©2012 All Right Reserved by DYNAMIC Performers 3-Balloons or sky Ad 4-Ad on Vehicles
  40. 40. 3- DIRECT MAIL ADVERTISEMENT Copyright ©2012 All Right Reserved by DYNAMIC Performers
  41. 41. DIRECT MAIL ADVERTISEMENT  Circular Letters  Catalog  Pamphlets  Broacher  Postcards Copyright ©2012 All Right Reserved by DYNAMIC Performers
  42. 42. 4- AUDIO – VISUAL ADVERTISEMENT Copyright ©2012 All Right Reserved by DYNAMIC Performers
  43. 43. RADIO ADVERTISEMENT Copyright ©2012 All Right Reserved by DYNAMIC Performers
  44. 44. TELEVISION ADVERTISEMENT Copyright ©2012 All Right Reserved by DYNAMIC Performers
  45. 45. STRATEGY TO GET THE ATTENTION OF THE VIEWERS VISUAL ADVERTISEMENT AIRING OF SAME ADVERTISEMENT ON VARIOUS CHANNEL Copyright ©2012 All Right Reserved by DYNAMIC Performers AT THE SAME TIME
  46. 46. 5-MEASUREMENT Copyright ©2012 All Right Reserved by DYNAMIC Performers
  47. 47. Advertising Program MESUREMENT COMMUNICATION EFFECTS SALES EFFECTS Is the Ad Communicating Well? Is the Ad Increasing Sales? Copyright ©2012 All Right Reserved by DYNAMIC Performers
  48. 48. INDIAN Brand Manager of COCA COLA PARESH JOSHI Copyright ©2012 All Right Reserved by DYNAMIC Performers
  49. 49. CHARACTERISTICS OF GOOD ADVERTISEMENT 1- SIMPLE MESSAGE 2- ATTRACTION Copyright ©2012 All Right Reserved by DYNAMIC Performers 3-PRODUCT ORIENTATION 4-APPEAL TO REASON
  50. 50. Copyright ©2012 All Right Reserved by DYNAMIC Performers
  51. 51. CAUSES OF BAD ADVERTISMENT 1- Violation of Govt. Regulation 2- Social Responsibility Copyright ©2012 All Right Reserved by DYNAMIC Performers 3-Directly TAUNT to your Competitor 4-Unethical Advertisement
  52. 52. Copyright ©2012 All Right Reserved by DYNAMIC Performers
  53. 53. Copyright ©2012 All Right Reserved by DYNAMIC Performers
  54. 54. Copyright ©2012 All Right Reserved by DYNAMIC Performers
  55. 55. Copyright ©2012 All Right Reserved by DYNAMIC Performers
  56. 56. Copyright ©2012 All Right Reserved by DYNAMIC Performers
  57. 57. If a circus is coming to town And paint a sign saying "Circus coming to the ground on Saturday," that's ADVERTISING Copyright ©2012 All Right Reserved by DYNAMIC Performers
  58. 58. If the sign put on the back of an elephant and walk him into town, that's PROMOTION Copyright ©2012 All Right Reserved by DYNAMIC Performers
  59. 59. If the elephant walks through the mayor's home, that's PUBLICITY Copyright ©2012 All Right Reserved by DYNAMIC Performers
  60. 60. If you can get the mayor to laugh about it, that's PUBLIC RELATIONS! Copyright ©2012 All Right Reserved by DYNAMIC Performers
  61. 61. PUBLIC RELATION Building good relations with the company‟s various publics Obtaining favorable publicity Building up a good corporate image Handling or heading off unfavorable rumors, stories, and events Copyright ©2012 All Right Reserved by DYNAMIC Performers
  62. 62. FUNCTIONS OF PUBLIC RELATIONS Copyright ©2012 All Right Reserved by DYNAMIC Performers
  63. 63. FUNCTIONS OF PUBLIC RELATIONS 1 •Press Relations 2 •Product Publicity 3 •Public Affairs Copyright ©2012 All Right Reserved by DYNAMIC Performers
  64. 64. FUNCTIONS OF PUBLIC RELATIONS 4 •Lobbying 5 •Investor Relations 6 •Development of PR Copyright ©2012 All Right Reserved by DYNAMIC Performers
  65. 65. 1- PRESS RELATIONS Copyright ©2012 All Right Reserved by DYNAMIC Performers
  66. 66. 2- PRODUCT PUBLICITY Copyright ©2012 All Right Reserved by DYNAMIC Performers
  67. 67. 3- PUBLIC AFFAIRS Copyright ©2012 All Right Reserved by DYNAMIC Performers
  68. 68. 4- INVESTOR RELATION Copyright ©2012 All Right Reserved by DYNAMIC Performers
  69. 69. 5- LOBBYING Copyright ©2012 All Right Reserved by DYNAMIC Performers
  70. 70. 6-DEVELOPMENT OF PUBLIC RELATION Copyright ©2012 All Right Reserved by DYNAMIC Performers
  71. 71. PUBLIC RELATION TOOLS Copyright ©2012 All Right Reserved by DYNAMIC Performers
  72. 72. 1- NEWS 2- SPEECHES Copyright ©2012 All Right Reserved by DYNAMIC Performers 3- SPECIAL EVENTS & GRAND OPENINGS 4-WRITTEN MATERIALS
  73. 73. 5- Audiovisual Materials 6- Corporate Identity Materials Copyright ©2012 All Right Reserved by DYNAMIC Performers 7- Public Service Activities 8- Social Networking
  74. 74. 1- NEWS Copyright ©2012 All Right Reserved by DYNAMIC Performers
  75. 75. 2- SPEECHES Copyright ©2012 All Right Reserved by DYNAMIC Performers
  76. 76. 3- SPECIAL EVENTS & GRAND OPENINGS Copyright ©2012 All Right Reserved by DYNAMIC Performers
  77. 77. 4- WRITTEN MATERIALS Copyright ©2012 All Right Reserved by DYNAMIC Performers
  78. 78. 5- AUDIO VISUAL MATERIALS Copyright ©2012 All Right Reserved by DYNAMIC Performers
  79. 79. 6- CORPORATE IDENTITY MATERIALS Copyright ©2012 All Right Reserved by DYNAMIC Performers
  80. 80. 7- PUBLIC SERVICE ACTIVITIES Copyright ©2012 All Right Reserved by DYNAMIC Performers
  81. 81. 8- SOCIAL NETWORKING Copyright ©2012 All Right Reserved by DYNAMIC Performers
  82. 82. THE ROLE & IMPACT OF PUBLIC RELATION  Educate Target Audiences  Build Credibility & Build Positive Image  Remove Misconceptions  Provide Long Term Mileage To Company  Extend Promotions Or Advertising Copyright ©2012 All Right Reserved by DYNAMIC Performers
  83. 83. Copyright ©2012 All Right Reserved by DYNAMIC Performers
  84. 84. ADVERTISING VS PUBLIC RELATION  Advertising Is the Wind , PR Is the Sun  Advertising Uses the Big Bang, PR Uses the Slow Buildup  Advertising Is Self-Directed, PR Is Other  Advertising Dies, PR Lives  Advertising Is Expensive, PR Is Inexpensive  Advertising generates sales, PR Generates Directed goodwill Copyright ©2012 All Right Reserved by DYNAMIC Performers
  85. 85. ASSISTANCE PR and Advertising are Complementary. One alone cannot reach places where both together can.. Copyright ©2012 All Right Reserved by DYNAMIC Performers
  86. 86. Copyright ©2012 All Right Reserved by DYNAMIC Performers
  87. 87. Special Thanks to WWW. .COM “A little Effort from the Desk of DYNAMIC PERFORMERS B.S. Commerce 5th Semester Federal Urdu University Abdul Haq Campus” This Presentation Dedicated to Commerce Department “Wish you all Happy Learning” Copyright ©2012 All Right Reserved by DYNAMIC Performers

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