Chapter 9 - Advertising and Public Relations
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This document discusses advertising and public relations as forms of strategic communication used to persuade audiences. It covers the historical development of advertising through agencies, television, and the internet. Advertising channels discussed include print, electronic, outdoor, direct mail, and digital formats like banner ads, pop-ups, and search engine marketing. Public relations is defined as attempting to persuade gatekeepers like journalists that a client's information is newsworthy. The document also notes changing trends like integrated communications that blend advertising and PR strategies.
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Integrated marketing communications is an approach where different communication modes work together to create a seamless experience for customers. The goal is to make advertising, sales promotion, public relations, direct marketing, online communications, and social media reinforce a unified brand message rather than work in isolation. Components include corporate image, branding, media selection, promotional tools, customer relationship management, and consistent messaging across all channels. Tools that are part of an IMC plan include advertising, sales promotion, direct marketing, personal selling, and public relations activities. The unified approach is important as it allows a brand to communicate effectively to a large audience at a minimal cost while also maintaining long-term customer relationships.
Unit1 marketing mix promotion
Promotion involves communicating with potential customers to inform, persuade, and remind them about an organization and its products. It includes advertising, personal selling, sales promotions, public relations, and direct marketing. The goal is to influence feelings, beliefs or behaviors and create some change in the target audience. An effective promotional strategy matches the communication channels and messages to the target market.
Advertising Effectiveness
The document discusses the history and concepts of advertising. It defines advertising as a form of communication used by companies to promote their products and services. The document outlines the advertising planning process, including setting objectives, deciding budgets, creating messages, and media planning. It also discusses measuring the communication and sales effects of advertising, and different types of advertising such as print, broadcast, outdoor, covert, and public service. Famous pioneers in the field of advertising like John Caples, Claude Hopkins, and Leo Burnett are also mentioned.
Intergrated marketing communications to build brand equity Leroy J. Ebert
Intergrated marketing communications to build brand equity Leroy J. EbertLeRoy J. Ebert MCIM Chartered Marketer (UK), MBA (AUS)
This document discusses integrated marketing communications and how to build brand equity. It outlines various marketing communication tools including advertising, public relations, direct response, and promotions. It describes challenges in designing brand building communications like ensuring exposure, attention, comprehension, and behavior change. The document provides details on different advertising mediums like television, radio, print, online, and their strengths and weaknesses. It emphasizes the importance of an integrated approach using multiple communication channels to reach audiences.19UR63
Advertising media refers to the channels used to promote products and services to customers. Key types include broadcast media like television and radio, print media such as newspapers and magazines, online media, outdoor media like billboards, and mobile media. Choosing the right advertising media involves analyzing campaign objectives, understanding the target customer, and selecting channels that can effectively reach them. The impact of advertising campaigns can be measured through metrics like website clicks or calls to a phone number included in ads.
Concept of Advertising
This document provides an overview of advertising, including its definition as a paid, non-personal form of promotion. It discusses the AIDA principle of attracting attention, creating interest, developing desire, and promoting action. The document outlines the purpose of advertising as delivering messages to customers, convincing them of a product's quality, and enhancing a company's image. It also describes common types like informative, persuasive, and reminder advertising and factors in setting an advertising budget.
Media Ads_ A Complete Guide to Effective Advertising.pdf
Media ads are still essential for connecting with and reaching target audiences. Media advertisements give businesses an effective way to market their goods and services, whether they are distributed through conventional channels like radio and television or through contemporary digital platforms like social media and streaming services.
ajaykumarta-Unit 5 promotion & place mix
This document discusses integrated marketing communications and the marketing communications process. It covers the key elements of the marketing communications mix including advertising, public relations, direct marketing, sales promotion, social media, and word-of-mouth marketing. The document also discusses establishing objectives, designing communications, selecting channels, setting budgets, and measuring the results of marketing communications campaigns.
Marketing Communications
Marketing Communications refers to the various strategies, tactics, and channels that organizations use to convey their messages and promote their products or services to their target audience.
Ch 17 designing and integrating marketing communications14e
1) Marketing communications include various methods used by companies to inform, persuade, and remind consumers about products and brands, such as advertising, sales promotions, public relations, personal selling, direct marketing, and interactive marketing.
2) There are eight major components of the marketing communications mix that companies use to communicate customer value and build relationships.
3) Integrated marketing communications (IMC) involves blending the different communication components in a mutually reinforcing way to deliver a clear, consistent message about an organization and its brands.
Marketing recent trends
This document discusses various ways of marketing, including guerrilla marketing, social media marketing, press marketing, digital marketing, word-of-mouth marketing, offline marketing, campaigns, and shopper marketing. It provides details on each method such as guerrilla marketing requiring a low budget and targeting public places to reach large audiences, social media allowing relationship building, and press marketing involving communication with news media. The document also notes that offline marketing includes traditional methods like newspapers and exhibitions, while campaigns can utilize various media and techniques to promote products.
Advertising1
The document defines advertising and outlines steps for developing effective advertising programs. These include identifying the target audience, following the AIDA and DAGMAR models, and carrying out the five M's stages of mission, money, message, media, and measurement. The AIDA and DAGMAR models outline cognitive and affective stages to move consumers from awareness to action. The five M's provide a framework for setting objectives, deciding budgets, generating messages, selecting media channels, and evaluating effectiveness. The document also describes types of advertising such as informative, persuasive, and reminding ads.
Advertising and sales promotion
This document provides an overview of advertising and sales promotion. It defines advertising and discusses its objectives such as promoting sales and creating demand. It also outlines the key aspects of the advertising management process including setting objectives and budgets, developing strategies, selecting media, and measuring effectiveness. The document further explains various sales promotion techniques targeted at customers, the sales force, and trade partners. It discusses setting sales promotion objectives and strategies.
Marketing Management Advertising Unit06.pptx
The document discusses advertising, providing definitions and describing its key functions and scope. Advertising refers to promoting products, services, or ideas through various media channels to influence customers. It aims to create awareness, generate interest, and stimulate demand. The scope of advertising has evolved over time and now includes activities like research, strategy, creative development, media planning, production, and evaluation. Common types of advertising mentioned are print, broadcast, online, outdoor, direct mail, product placement, influencer marketing, native advertising, and guerrilla marketing.
ADVERTISING 501.pptx
This document provides an overview of advertising. It defines advertising as non-personal communication of persuasive information about products, services, or ideas by an identified sponsor through various media. It describes three types of advertising: informative, persuasive, and reminder advertising. It then lists the five basic components of advertising and six key elements of marketing communications. Finally, it discusses the major institutions involved in advertising and the fundamentals of grabbing attention and showing people an advantage through advertising.
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Chapter 9 - Advertising and Public Relations
- 1. CONVERGING MEDIA: A NEW INTRODUCTION TO MASS COMMUNICATION Chapter 9: Advertising and Public Relations: The Power of Persuasion
- 2. STRATEGIC COMMUNICATIONS Persuade an audience to think or behave as the communicator wishes Persuasive communications The role of media in persuasion
- 3. ADVERTISING Sponsored or paid-for commercial messages designed to inform and persuade others to buy a good or service, accept a point of view, or act in some fashion desired by the sender
- 4. ADVERTISING Historical development of advertising Advertising agencies Commercial television Internet The rise of branding Selling products, selling ideas
- 5. ADVERTISING Advertising channels Print media Electronic media Outdoor Direct mail
- 6. ADVERTISING Advertising in a digital world Cookies Email marketing Banner ads Pop-ups & video Classified & auction sites Search engine ads Mobile media Behavioral advertising Viral marketing
- 7. ADVERTISING The advertising business Advertising agencies
- 8. PUBLIC RELATIONS Public relations professionals attempt to persuade important gatekeepers, such as editors, journalists, or even influential bloggers, that information about their client is sufficiently newsworthy to be published or broadcast
- 9. PUBLIC RELATIONS Historical development of public relations Trends in the development of public relations
- 10. PUBLIC RELATIONS PR and media relations Pseudo events Distributing news to the media in the digital age Finding sources online PR firms and the PR industry
- 11. CHANGING TRENDS IN ADVERTISING AND PR Integrated communications