CHAPTER 13 Advertising

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CHAPTER 13Advertising Public Relations
M A R K E T I N G
Real People, Real Choices
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Chapter Objectives

• Define advertising describe the major types
• Describe the process of developing an advertising
  campaign
• Explain how marketers evaluate advertising
• Explain the role of public relations
• Describe the steps in developing a public
  relations campaign
• Understand direct marketing

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Its an Ad Ad Ad Ad World

• Advertising is nonpersonal communication paid for
  by an identified sponsor using mass media to
  persuade, inform, remind an audience

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Types of Advertising

• Product advertising - message focuses on a
  specific product
• Institutional advertising - message focuses on
  activities, personality, or point of view of a
  company
• advocacy advertising
• public service advertisements (PSAs)

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Purposes of Product Advertising

• To educate people about a new product what it
  does
• To emphasize a brands features try to convince
  the target market to choose it over other options
• To ensure that people wont forget about a
  well-established product

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Developing an Ad Campaign

• Identify the Target Market
• Establish objectives
• Message Budget
• Design Ad Campaign
• Pretest Campaign
• Choose Media Schedule

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Advertising Appeals

• Reasons Why (USP)
• Comparative Advertising
• Demonstration
• Testimonial

• Slice-of-Life
• Lifestyle
• Fear
• Sex
• Humor
• Slogans Jingles

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Name That Brand!

• Double your pleasure, double your fun
• Good to the last drop
• My bologna has a first name.
• Id like to buy the world a _____

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Media Television

• Pros
• Creative and flexible
• Prestigious
• High impact messages
• Network TV is cost effective for reaching mass
  audience
• Cable TV is good for reaching targeted group

• Cons
• Quickly forgotten
• Requires frequent repetition
• Increasingly fragmented audiences
• High costs on an absolute basis
• Shorter ads result in increased clutter

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Media Radio

• Pros
• Good for selective targeting
• Heard out of home
• Relatively low cost
• Can be modified quickly
• Uses listener imagination

• Cons
• Listeners may not pay full attention
• Small audiences mean ads must be repeated
  frequently
• Not appropriate for products requiring
  demonstration

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Media Newspapers

• Pros
• Wide exposure and extensive market coverage
• Flexible format permits use of color, different
  sizes and editions
• Useful for comparison shopping
• Local retailers can tie in with national ads

• Cons
• Most dont spend much time reading newspapers
• Low readership among teens and young adults
• Short life span
• Very cluttered

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Media Magazines

• Pros
• Narrowly targeted audiences by specialized
  magazines
• High credibility and interest level provide good
  ad environment
• Long life span and pass along rate
• Excellent visual quality

• Cons
• With exception of direct mail, the most expensive
  form
• Long deadlines
• Must use several magazines to reach target

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Media Outdoor

• Pros
• Very high reach
• Low cost
• Good for supplementing other media

• Cons
• Hard to communicate complex messages
• Cannot demonstrate product effectiveness
• Controversial disliked

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Media Scheduling

• Specifies the exact media to use for the
  campaign, when how often the message should
  appear
• Outlines the planners best estimate of which
  media vehicles will be most effective in
  attaining campaign objectives

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Factors Affecting Media Scheduling

• Target market profile
• People reached by different vehicles
• Advertising patterns of competitors
• Capability of medium to convey desired
  information
• Compatibility of product with editorial content

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Public Relations

• Attempts to influence the attitudes perceptions
  of consumers, stockholders, other stakeholders
  toward companies, brands, politicians,
  celebrities, not-for-profit organizations
• Do something good, then talk about it
• Unpaid placement

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Objectives of Public Relations

• Introducing new products to manufacturers
• Introducing new products to consumers
• Influencing government legislation
• Enhancing the image of a city, region, or country
• Calling attention to a firms involvement with
  the community

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PR Campaign Strategy

• Statement of objectives
• Situation analysis
• Specification of target audiences, messages to be
  communicated, specific program elements to be
  used
• Timetable budget
• Discussion of how the program will be evaluated

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PR Activities

• Press Releases
• Internal PR
• Lobbying
• Speech writing
• Corporate identity
• Media relations
• Sponsorships
• Special events
• Advice counsel

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Press Release Types

• Timely topics
• Research project stories
• Consumer information

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Direct Marketing

• Any direct communication to a consumer or
  business recipient that is designed to generate a
  response in the form of an order, a request for
  further information, and/or a visit to a store or
  other place of business for purchase of a product

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Forms of Direct Marketing

• Mail order
• Catalogs
• Direct mail
• Telemarketing
• Direct response television
• Infomercials
• Home shopping networks