Digital Advertisement by Dr. Emmanuel Chao

1. Chapter Objectives
Advertising and
Public Relations
CHAPTER16
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2
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8
Identify the three major
advertising objectives and
the two basic categories of
advertising.
List the major advertising
strategies.
Describe the process of
creating an advertisement.
Identify the major types
of advertising appeals and
discuss their uses.
List and compare the
major advertising media.
Outline the organization
of the advertising
function and the role of
an advertising agency.
Explain the roles of cross-
promotion, public
relations, publicity, and
ethics in an
organization’s
promotional strategy.
Explain how marketers
assess promotional
effectiveness.
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3 6

2. CHAPTER 16 Advertising and Public Relations
ADVERTISING
• Advertising Paid, non- personal communication
through various media about a business firm, not-for-
profit organization, product, or idea by a sponsor identified
in a message that is intended to inform or persuade
members of a particular audience.
TYPES OF ADVERTISING
• Product advertising Nonpersonal selling of a particular
good or service.
• Institutional advertising Promotion of a concept, an
idea, a philosophy, or the goodwill of an industry,
company, organization, person, geographic location, or
government agency.

3. CHAPTER 16 Advertising and Public Relations
OBJECTIVES OF ADVERTISING
• Informative advertising Promotion that seeks to develop initial demand
for a good, service, organization, person, place, idea, or cause.
• Persuasive advertising Promotion that attempts to increase demand for an
existing good, service, organization, person, place, idea, or cause.
• Reminder advertising Advertising that reinforces previous promotional
activity by keeping the name of a good, service, organization, person, place,
idea, or cause before the public.
• Advertisers coordinate advertising objectives with the product’s stage in
the product life cycle.

4. CHAPTER 16 Advertising and Public Relations
ADVERTISING STRATEGIES
• Advertising is a means of bringing buyers and sellers together.
• Marketers often combine several strategies to meet their objectives.
COMPARATIVE ADVERTISING
• Comparative advertising Advertising strategy that emphasizes messages
with direct or indirect promotional comparisons between competing brands.
• Market leaders seldom acknowledge competing brands.
CELEBRITY TESTIMONIALS
• Use of celebrity spokespeople for products.
• Can build brand equity but can hurt brand if celebrity is hit by scandal.

5. CHAPTER 16 Advertising and Public Relations
RETAIL ADVERTISING
• Includes all advertising by retail stores that sell goods or services directly
to the consuming public.
• Cooperative advertising Strategy in which a retailer shares advertising
costs with a manufacturer or wholesaler.
INTERACTIVE ADVERTISING
• Involves two-way promotional messages transmitted through
communication channels that induce message recipients to participate
actively in the promotional effort.
• Changes balance between marketers and consumers.

6. CHAPTER 16 Advertising and Public Relations
ADVERTISING MESSAGES
• Advertising campaign Series of different but related ads that use a single
theme and appear in different media within a specified time period.
ADVERTISING APPEALS
• Appeals can provide information or appeal to emotion.
• Fear appeals—imply or state that incorrect buying decisions could lead to
bad consequences.
• Humor seeks to create positive mood related to good or service.
• Ads based on sex can be attention-getting, but they boost recall only if the
appeal is appropriate to the type of product.

7. CHAPTER 16 Advertising and Public Relations
DEVELOPING AND PREPARING ADS
• Goals:
• Gain attention.
• Inform and/or persuade.
• Lead to purchase or other desired action.
• After idea conception, ad must be refined from rough
sketch to finished layout.
CREATING INTERACTIVE ADS
• Lively, engaging content.
• Use of advertising in games, or advergames.
• Banners are the most common form of online advertisement.
• Use of pop-ups is declining; adware seen as disreputable.

8. CHAPTER 16 Advertising and Public Relations
MEDIA SELECTION
Broadcast Television
Cable Television
Radio
Newspaper
Direct Mail
Magazines- Consumer/Business
Outdoor
Internet

9. CHAPTER 16 Advertising and Public Relations
MEDIA SCHEDULING
• After selecting media, marketers determine the most effective timing and
sequence for a series of advertisements.
• Influenced by seasonal sales patterns, repurchase cycles, and competitors’
activities.
• Measure effectiveness in three ways:
• Reach—the number of people exposed to an advertisement.
• Frequency—the number of times an individual is exposed to an
advertisement. Minimum of three exposures is recommended.
• Gross rating point—the product of the reach times the frequency.

10. CHAPTER 16 Advertising and Public Relations
ORGANIZATION OF THE ADVERTISING
FUNCTION
• Organizational arrangements vary from company to company.
• Usually organized as a staff department reporting to a vice president of
marketing.
• Major tasks include include advertising research, design, copywriting,
media analysis, and in some cases, sales and trade promotion.
ADVERTISING AGENCIES
• Advertising agency Firm whose marketing specialists help advertisers
plan and prepare advertisements.
• May offer creativity and objectivity that is difficult to maintain in an
internal department.

11. CHAPTER 16 Advertising and Public RelationsAdvertising on the Internet (Part 1)
Banners
Sponsorships
Pop-ups/
Pop-unders
Push
Technologies
Links
Interstitials
Forms of Internet Advertising

12. CHAPTER 16 Advertising and Public RelationsTypical Banner Ads

13. CHAPTER 16 Advertising and Public RelationsAdvertising on the Internet (Part 2)
•Paid Search
•Behavioral targeting
•Rich media
Contextual Ads
Additional Forms
Forms of Internet Advertising
Podcasting
RSS feeds
Blogs
Online commercials
Video on demand
Webisodes

14. CHAPTER 16 Advertising and Public RelationsRich Media
Online Commercials
Video on Demand
Webisodes
Other Forms
A broad range of interactive digital media
that exhibit dynamic motion, taking advantage
of enhanced sensory features such as video,
audio, and animation.

15. CHAPTER 16 Advertising and Public RelationsAdditional Internet Advertising Forms
Podcasting, RS syndication, Blogs

16. CHAPTER 16 Advertising and Public RelationsSales Promotions on Web Sites

17. CHAPTER 16 Advertising and Public RelationsPersonal Selling on the Internet
Cross-selling
Valuable source of leads
Increases potential reach
Reduces cost of personal callsMay Replace
Personal
Selling
May Enhance
Personal
Selling
Efforts
Prospects request sales calls
Improves 1-on-1 relationships
Primary source of information
Stimulates trial

18. CHAPTER 16 Advertising and Public RelationsPublic Relations on the Internet

19. CHAPTER 16 Advertising and Public RelationsPhilanthropists on the Web

20. CHAPTER 16 Advertising and Public RelationsDirect Mail (Email)
Direct Mail
(Email)
Often used by
catalogers
Tries to reach those
w/specific needs
Highly targeted
Relies on
email lists

21. CHAPTER 16 Advertising and Public RelationsInternet Infomercials
Program content similar
to television, cable or
satellite
Infomercials
Web provides for greater
audience interaction

22. CHAPTER 16 Advertising and Public RelationsMeasures of Effectiveness
Internet-Specific Measures
Surveys
Cross-Media Optimization
Studies (XMOS)
Sales
Recall/retention Tracking
Traditional Measures

23. CHAPTER 16 Advertising and Public RelationsInternet Marketing Pros and Cons
Target Marketing
Message Tailoring
Interactive Capabilities
Information Access
Sales Potential
Creativity
Exposure/Speed
Advantages
Complement to IMC

24. CHAPTER 16 Advertising and Public RelationsInternet Marketing Pros and Cons
Measurement problems
Annoyance
Clutter
Potential for deception
Privacy
Poor reach
Irritation
Disadvantages