Advertising & Public Relations

Copyright 2012 All Right Reserved by DYNAMIC Performers
Topic: ADVERTISING & PUBLIC RELATION
Presented by:
Presented to:
DYNAMIC PERFORMERS
PROFESSOR NABEEL
To change System Dynamically
WAQAS SIDDIQUI
SHABIR MALIK
1004184
1004143
1004147
1004146
1004156
LEARNING OBJECTIVES
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-Sales Promotion
4-Personal Selling
PROMOTION
1-Advertising
2-Public Relation 3-Direct Marketing
Sales Era
Industrial Revolution
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 PEOPLES ATTENTION to a SPECIFIC THING
DEFINATION
Advertising is any
PAID
FORM1of
NON-PERSONAL
PROMOTION IDENTIFIED
PRESENTATION 2 and
OF IDEAS, GOODS, OR SERVICES 3by an
SPONSOR4
Importance of Advertisement
THE FIVE
MS OF ADVERTISING
MESSAGE
Message Strategy Message Execution
MISSION
Communication Objective Sales objective
MONEY
Method in Setting of Ad Budget Factors Affecting Ad Budget
MEASUREMENT
Communication Impact Sales & Profit Impact Return on Advertising
MEDIA
Reach , Frequency, Impact Major Media Types Specific Media Vehicles Media Timing
1-MISSION (Objective)
ADVERTISING MISSIONS
1-INFORMATIVE
2-PERSUASIVE
3-COMPARATIVE
4-REMINDER
1 - INFORMATIVE ADVERTISING Build Primary Demand
2 - PERSUASIVE ADVERTISING Build Selective Demand
3 - COMPARATIVE ADVERTISING Help consumer for Compression with your Competitor
4 - REMINDER ADVERTISING Keeps Consumers Thinking About a Product
2- MONEY (Budget)
DEFINATION Numerical Expression of Future expected Expenditure
ADVERTISING BUDGET METHODS

1. AFFORDABLE
2. PERCENTAGE OF SALES
3. COMPETITIVE-PARITY
4. OBJECTIVE-AND-TASK
FACTORS IN SETTING THE ADVERTISING
BUDGET
1-STAGE IN THE PRODUCT LIFE CYCLE
2-MARKET SHARE
3-PRODUCT DIFFERENTIATION
4-ADVERTISING FREQUENCY
ADVERTISING STRATEGY
STRATEGY: A Broad action plan to which help you achieve your Objectives
ADVERTISING
STRATEGY
HOW TO CREATE ? HOW TO DELEVER ?
STRATEGY & TECHNIQUES
SELECTING MEDIUM
MESSAGE
MEDIA
3-MESSAGE
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
CREATE THE ADVERTISING MESSAGE ACCORDING TO THE
AIDA RULE
Get
Attention
Hold nterest
Arouse
Desire Action
Obtain
COMMON ADVERTISING STRATEGIES
4-MEDIA
TYPES OF ADVERTISING MEDIA

1-PRESS ADVERTISING
2- OUT DOOR ADVERTISING
3-DIRECT MAIL ADVERTISING
4-AUDIO VISUAL ADVERTISING
1- PRESS ADVERTISEMENT
PRESS ADVERTISEMENT
JOURNALS MAGAZINES
NEWSPAPER Ad
PRESS ADVERTISEMENT STRATEGY
RIGHT KIND OF NEWSPAPER
AT THE RIGHT PLACE
TO GET BETTER VISIBILITY
- Full Page Ad 75% of People to Notice it
25%
75% Noticed
25% Wasted
-Half Page Ad 50% of People to Notice it
50% Noticed
50% Wasted
-Quarter Page Ad30% of people to notice it
30 %
Wasted Quarter page
70 %
ADVERTISEMENT ON FIRST & LAST PAGE
Advertisement on the first and last pages are more superior
2- OUT DOOR ADVERTISEMENT
OUTDOOR ADVERTISEMENT
1- Posters
2- Hording
3-Balloons or sky Ad
4-Ad on Vehicles
3- DIRECT MAIL ADVERTISEMENT
DIRECT MAIL ADVERTISEMENT

Circular Letters Catalog Pamphlets Broacher Postcards
4- AUDIO VISUAL ADVERTISEMENT
RADIO ADVERTISEMENT
TELEVISION ADVERTISEMENT
STRATEGY TO GET THE ATTENTION OF THE VIEWERS
VISUAL ADVERTISEMENT
AIRING OF SAME ADVERTISEMENT
ON VARIOUS CHANNEL
AT THE SAME TIME
5-MEASUREMENT
Advertising Program MESUREMENT

COMMUNICATION EFFECTS
Is the Ad Communicating Well?
SALES EFFECTS
Is the Ad Increasing Sales?
INDIAN Brand Manager of COCA COLA PARESH JOSHI
CHARACTERISTICS OF GOOD ADVERTISEMENT

1- SIMPLE MESSAGE
2- ATTRACTION
3-PRODUCT ORIENTATION
4-APPEAL TO REASON
CAUSES OF BAD ADVERTISMENT

1- Violation of Govt. Regulation
2- Social Responsibility
3-Directly TAUNT to your Competitor
4-Unethical Advertisement
If a circus is coming to town And paint a sign saying "Circus coming to the ground on Saturday," that's ADVERTISING
If the sign put on the back of an elephant and walk him into town, that's PROMOTION
If the elephant walks through the mayor's home, that's PUBLICITY
If you can get the mayor to laugh about it,

that's PUBLIC RELATIONS!
PUBLIC RELATION
Building good relations with the companys various publics
Obtaining favorable publicity Building up a good corporate image Handling or heading off unfavorable rumors, stories, and events
FUNCTIONS OF PUBLIC RELATIONS
1 2 3
Press Relations
Product Publicity Public Affairs
4 5 6
Lobbying
Investor Relations Development of PR
1- PRESS RELATIONS
2- PRODUCT PUBLICITY
3- PUBLIC AFFAIRS
4- INVESTOR RELATION
5- LOBBYING
6-DEVELOPMENT OF PUBLIC RELATION
PUBLIC RELATION TOOLS
1- NEWS
2- SPEECHES
3- SPECIAL EVENTS & GRAND OPENINGS
4-WRITTEN MATERIALS
5- Audiovisual Materials
6- Corporate Identity Materials
7- Public Service Activities
8- Social Networking
1- NEWS
2- SPEECHES
3- SPECIAL EVENTS & GRAND OPENINGS
4- WRITTEN MATERIALS
5- AUDIO VISUAL MATERIALS
6- CORPORATE IDENTITY MATERIALS
7- PUBLIC SERVICE ACTIVITIES
8- SOCIAL NETWORKING
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
ADVERTISING VS PUBLIC RELATION

Advertising Advertising
Is the Wind , PR Is the Sun
Uses the Big Bang, PR Uses the Slow Buildup Directed Is Self-Directed, PR Is Other Dies, PR Lives
Advertising
Advertising Advertising Advertising
Is Expensive, PR Is Inexpensive
generates sales, PR Generates
goodwill
ASSISTANCE
PR and Advertising are Complementary. One alone cannot reach places where both together can..
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


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Advertising &amp; Public Relations

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Copyright 2012 All Right Reserved by DYNAMIC Performers

Copyright 2012 All Right Reserved by DYNAMIC Performers

Topic: ADVERTISING & PUBLIC RELATION

To change System Dynamically

Copyright 2012 All Right Reserved by DYNAMIC Performers

Copyright 2012 All Right Reserved by DYNAMIC Performers

Copyright 2012 All Right Reserved by DYNAMIC Performers

Copyright 2012 All Right Reserved by DYNAMIC Performers

Copyright 2012 All Right Reserved by DYNAMIC Performers

Copyright 2012 All Right Reserved by DYNAMIC Performers

Copyright 2012 All Right Reserved by DYNAMIC Performers

OF IDEAS, GOODS, OR SERVICES 3by an

Copyright 2012 All Right Reserved by DYNAMIC Performers

Copyright 2012 All Right Reserved by DYNAMIC Performers

Copyright 2012 All Right Reserved by DYNAMIC Performers

Copyright 2012 All Right Reserved by DYNAMIC Performers

Copyright 2012 All Right Reserved by DYNAMIC Performers

1 - INFORMATIVE ADVERTISING Build Primary Demand

Copyright 2012 All Right Reserved by DYNAMIC Performers

2 - PERSUASIVE ADVERTISING Build Selective Demand

Copyright 2012 All Right Reserved by DYNAMIC Performers

3 - COMPARATIVE ADVERTISING Help consumer for Compression with your Competitor

Copyright 2012 All Right Reserved by DYNAMIC Performers

4 - REMINDER ADVERTISING Keeps Consumers Thinking About a Product

Copyright 2012 All Right Reserved by DYNAMIC Performers

Copyright 2012 All Right Reserved by DYNAMIC Performers

ADVERTISING BUDGET METHODS

Copyright 2012 All Right Reserved by DYNAMIC Performers

FACTORS IN SETTING THE ADVERTISING

1-STAGE IN THE PRODUCT LIFE CYCLE

Copyright 2012 All Right Reserved by DYNAMIC Performers

Copyright 2012 All Right Reserved by DYNAMIC Performers

STRATEGY & TECHNIQUES

Copyright 2012 All Right Reserved by DYNAMIC Performers

Copyright 2012 All Right Reserved by DYNAMIC Performers

HOW TO CREATE ADVERTISING MESSAGE

What type of NEEDS or DESIRES targeting?

What will be the significant AUDIO VISUAL image?

Copyright 2012 All Right Reserved by DYNAMIC Performers

CREATE THE ADVERTISING MESSAGE ACCORDING TO THE

Copyright 2012 All Right Reserved by DYNAMIC Performers

COMMON ADVERTISING STRATEGIES

Copyright 2012 All Right Reserved by DYNAMIC Performers

Copyright 2012 All Right Reserved by DYNAMIC Performers

TYPES OF ADVERTISING MEDIA

2- OUT DOOR ADVERTISING

3-DIRECT MAIL ADVERTISING

4-AUDIO VISUAL ADVERTISING

Copyright 2012 All Right Reserved by DYNAMIC Performers

Copyright 2012 All Right Reserved by DYNAMIC Performers

Copyright 2012 All Right Reserved by DYNAMIC Performers

Copyright 2012 All Right Reserved by DYNAMIC Performers

PRESS ADVERTISEMENT STRATEGY

RIGHT KIND OF NEWSPAPER

AT THE RIGHT PLACE

TO GET BETTER VISIBILITY

Copyright 2012 All Right Reserved by DYNAMIC Performers

- Full Page Ad 75% of People to Notice it

Copyright 2012 All Right Reserved by DYNAMIC Performers

-Half Page Ad 50% of People to Notice it

Copyright 2012 All Right Reserved by DYNAMIC Performers

-Quarter Page Ad30% of people to notice it

Copyright 2012 All Right Reserved by DYNAMIC Performers

ADVERTISEMENT ON FIRST & LAST PAGE

Advertisement on the first and last pages are more superior

Copyright 2012 All Right Reserved by DYNAMIC Performers

2- OUT DOOR ADVERTISEMENT

Advertising & Public Relations

Advertising & Public Relations