This document provides an overview of advertising and public relations. It discusses the key characteristics of advertising, how people process advertising information, and the different approaches used in developing advertising campaigns. It also outlines how marketers assess advertising effectiveness. Additionally, the document examines the advertising industry and classifications of advertising. It describes the roles of public relations and publicity in marketing communications and the different public relations functions. Finally, it discusses evaluating advertising effectiveness and some of the ethical and legal issues related to advertising.
Unit 2:
Advertising Agency: Type of agencies, Services offered by various agencies, Criteria
For selecting the agencies and evaluation.
Advertising objectives and Budgeting: Goal setting – DAGMAR approach, various budgeting methods used.
Unit 2:
Advertising Agency: Type of agencies, Services offered by various agencies, Criteria
For selecting the agencies and evaluation.
Advertising objectives and Budgeting: Goal setting – DAGMAR approach, various budgeting methods used.
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Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
2. 1-2
Understand the characteristics,
functions, and types of advertising.
Realize how people process
advertising information and how it
affects buyer behavior.
Discuss approaches to developing
advertising campaigns.
After Reading this Presentation
you should be able to:
3. 1-3
Describe different advertising objectives
and the message strategies used to
achieve them.
Understand the decisions involved in
selecting media and scheduling
advertising.
Explain how marketers assess
advertising effectiveness.
Appreciate the roles of public relations
and publicity in marketing.
After Reading this Presentation
you should be able to:
4. 1-4
The Nature of Advertising
Advertising:
A marketing communications element that
is persuasive, non-personal, paid for by an
identified sponsor, and disseminated
through mass channels of communication
to promote the adoption of goods, services,
persons, or ideas.
5. 1-5
Advertising and the Marketing
Concept
Advertising and the Marketing
Concept
Advertising is
Expensive
Advertising Must be
Targeted Effectively
Desired Product Attributes are
Integral to the Marketing Concept
Brand Communication is
Integral to the Marketing Concept
7. 1-7
Ad Agencies – The World’s Top FiveAd Agencies – The World’s Top Five
WWP Group
(London)
$8,580
Interpublic
Group
(New York)
$8,003
Omnicron
Group
(New York)
$7,300
Dentsu
(Tokyo)
$2,794
Havas
(Paris)
$2,750
2001 Revenues ($ millions)
8. 1-8
Industry in TransitionIndustry in Transition
Shift from Advertising
to Integrated Marketing
Communications
Globalization
of Marketing and
Marketing
Communications
New Marketing
Communications
Technology
10. 1-10
Classifications of AdvertisingClassifications of Advertising
Consumer
Business:
• Industrial
• Trade
• Professional
• Agricultural
Consumer
Business:
• Industrial
• Trade
• Professional
• Agricultural
Local (retail)
Regional
National
International
Local (retail)
Regional
National
International
Print
Broadcast
Out-of-Home
Direct-mail
Print
Broadcast
Out-of-Home
Direct-mail
Product
Non-product
Commercial
Non-commercial
Action
Awareness
Product
Non-product
Commercial
Non-commercial
Action
Awareness
By Target
Audience
By Target
Audience
By
Geography
By
Geography
By
Medium
By
Medium
By
Purpose
By
Purpose
12. 1-12
Influences on Ad ProcessingInfluences on Ad Processing
Motivation:
Is related to the concept of consumer involvement,
or the personal relevance or importance of the
marketing communications message.
Ability:
Implies the buyer knows enough about the product
category to understand the advertised message.
Opportunity:
Is the extent to which distractions or limited
exposure time affect the buyer’s attention to brand
information in an ad.
15. 1-15
Selecting and Scheduling MediaSelecting and Scheduling Media
Media planning involves
decisions on:
Media class (television,
magazines)
Media vehicles (specific
TV programs, specific
magazines)
Media schedules
(frequency, timing of
ads)
17. 1-17
Media VehiclesMedia Vehicles
Media selection depends on the cost-
effectiveness of a particular outlet for
reaching desired market audiences.
Factors Include:
1.Audience size
2.Composition
3.The cost of running the ad
18. 1-18
Cost per Thousand (CPM):
CPM = [(magazine page cost x
1,000)/circulation]
Media Vehicle EvaluatonMedia Vehicle Evaluaton
19. 1-19
Media SchedulesMedia Schedules
Reach:
The number of different people or households
exposed to an ad or campaign over a
specified time period (usually four weeks).
Frequency:
The number of times a person or household
is exposed to a communications vehicle.
21. 1-21
Ethical and Legal Issues in
Advertising
Ethical and Legal Issues in
Advertising
Is advertising manipulative?
Is advertising deceptive or
misleading?
How does advertising affect
children?
Is advertising intrusive?
Cause-related advertising
Advertising harmful products
Is advertising manipulative?
Is advertising deceptive or
misleading?
How does advertising affect
children?
Is advertising intrusive?
Cause-related advertising
Advertising harmful products
22. 1-22
Public RelationsPublic Relations
Public Relations (PR):
Often used as a complement to support advertising,
personal selling, and sales promotion for
disseminating marketing communications.
23. 1-23
Public RelationsPublic Relations
PR is an attempt to improve a company’s
relationship with its publics:
Customers
Employees
Stockholders
Community Members
News Media
Government
PR is an attempt to improve a company’s
relationship with its publics:
Customers
Employees
Stockholders
Community Members
News Media
Government
24. 1-24
Public Relations FunctionsPublic Relations Functions
Public Relations Functions Include:
Press relations.
Product promotions.
Internal and external corporate communications.
Lobbying to promote, defeat, or circumvent
legislation and regulations.
Advising management about public issues and
company positions and image.
25. 1-25
Proactive and Reactive Marketing
Public Relations
Proactive and Reactive Marketing
Public Relations
• Product release
announcements,
statements,
sponsorship, articles.
• Enhancing corporate,
goodwill, advocacy.
• Cause-related marketing
• Response to negative
events and damaging
publicity.
• Negative information from
external sources.
• Align firm’s interests with
public interests.
Proactive Marketing PR Reactive Marketing PR
26. 1-26
PublicityPublicity
Publicity:
The generation of
information by a
company to the news
media; has a narrower
focus than public
relations.
The Primary Publicity
Techniques Are:
News Releases
Press Conferences
Feature Articles in the
Business Press
27. 1-27
Parveen Kumar Chadha… THINK TANK
(Founder and C.E.O of Saxbee Consultants & Other-Mother )
Email :-saxbeeconsultants@gmail.com
Mobile No. +91-9818308353
Address:-First Floor G-20(A), Kirti Nagar, New Delhi India Postal Code-
110015