Chapter Fifteen

Adver&sing and Public Rela&ons

Copyright 2014 by Pearson Education, Inc. All rights reserved

Advertising and Public

Relations
Topic Outline
Adver&sing
Se%ng Adver,sing Objec,ves
Se%ng the Adver,sing Budget
Developing Adver,sing Strategy
Evalua,ng Adver,sing Eec,veness and
Return on Adver,sing Investment
Other Adver,sing Considera,ons
Public Rela&ons
The Role and Impact of Public Rela,ons
Major Public Rela,ons Tools

Advertising
Adver&sing is any paid form of non-personal
presenta,on and promo,on of ideas, goods, or
services by an iden,ed sponsor

Advertising
Major Adver&sing Decisions

Advertising
Se<ng Adver&sing Objec&ves
An adver&sing objec&ve is a specic communica,on
task to be accomplished with a specic target
audience during a specic ,me

Advertising
Se<ng Adver&sing Objec&ves

Informa&ve adver&sing is used when introducing a new

product category; the objec,ve is to build primary
demand
Persuasive adver&sing is important with increased
compe,,on to build selec,ve demand
Reminder adver&sing is important with mature products to
help maintain customer rela,onships and keep
customers thinking about the product

Possible Advertising Objectives

Setting Advertising Budget

Factors

Stage in product life cycle

Market share
Compe,,on

Advertising
Developing Adver&sing Strategy

Adver&sing strategy is the strategy by which

the company accomplishes its adver,sing
objec,ves and consists of:
Crea,ng adver,sing messages
Selec,ng adver,sing media

Developing Advertising Strategy

Crea&ng the Adver&sing Message

Adver,sements need to break through the cluOer:
Gain aOen,on
Communicate
well

Advertising
Crea&ng the Adver&sing Message

Adver,sements need to be beOer planned, more
imagina,ve, more entertaining, and more
rewarding to consumers
Madison & Vinethe intersec,on of Madison
Avenue and Hollywoodrepresents the merging
of adver,sing and entertainment

Advertising
Crea&ng the Adver&sing Message

Message strategy is the general message that will
be communicated to consumers
Iden,es consumer benets

Advertising
Crea&ng the Adver&sing Message

Crea&ve concept is the idea that will bring the message
strategy to life and guide specic appeals to be used in
an adver,sing campaign

Characteris,cs of the appeals include:
Meaningful
Believable
Dis,nc,ve

Advertising
Crea&ng the Adver&sing Message

Message execu,on is when the adver,ser

turns the big idea into an actual ad
execu,on that will capture the target
market s aOen,on and interest.
The crea,ve team must nd the best
approach, style, tone, words, and format
for execu,ng the message.

Advertising
Crea&ng the Adver&sing Message

Slice of life

Lifestyle

Fantasy

Mood or
image

Musical

Personality
symbol

Technical
expertise

Scientific
evidence

Testimonial
or
endorsement

Advertising
Crea&ng the Adver&sing Message

Message execu,on also
includes:
Tone
Posi,ve or nega,ve

AOen,on-ge%ng words
Format
Illustra,on
Headline
Copy

Advertising
Crea&ng the Adver&sing Message
Consumer Generated Messages

YouTube videos

Brand website contests
Posi,ves

Low expense
New crea,ve ideas
Fresh perspec,ve on brand
Boost consumer involvement

Advertising
Selec&ng Adver&sing Media

Major steps include:
Deciding on reach-frequency-impact
Selec,ng media vehicles
Deciding on media ,ming

Advertising
Selec&ng Adver&sing Media

Reach is a measure of the percentage of people in
the target market who are exposed to the ad
campaign during a given period of ,me
Frequency is a measure of how many ,mes the
average person in the target market is exposed
to the message
Impact is the qualita,ve value of a message
exposure through a given medium

Advertising
Selec&ng Adver&sing Media

Selec&ng media vehicles involves decisions
presen,ng the media eec,vely and eciently
to the target customer and must consider the
message s:
Impact
Eec,veness
Cost

Advertising
Selec&ng Adver&sing Media
Narrowcas&ng Versus Shotgun Approaches

Narrowcas&ng focuses the message on

selected market segments
Lowers cost
Targets more eec,vely
Engages customers beOer

Advertising
Selec&ng Adver&sing Media


When deciding on media ,ming,
the planner must consider:
Seasonality
PaOern of the adver,sing
Con,nuityscheduling within
a given period
Pulsingscheduling unevenly
within a given period

Advertising
Evalua&ng the Eec&veness and Return on
Adver&sing Investment


Return on adver&sing investment
The net return on adver,sing investment
divided by the costs of the adver,sing
investment

Advertising
Evalua&ng the Eec&veness and Return on
Adver&sing Investment


Communica&on eects indicate whether the ad and
media are communica,ng the ad message well
and should be tested before or a^er the ad runs
Sales and prot eects compare past sales and
prots with past expenditures or through
experiments

Advertising
Developing and Adver&sing Programs
Other Adver&sing Considera&ons

Organizing for
adver,sing

Agency vs. in-house

Interna,onal
adver,sing decisions
Standardiza,on

Public Relations
Public rela&ons involves building good
rela,ons with the company s various
publics by obtaining favorable
publicity, building up a good
corporate image, and handling or
heading o unfavorable rumors,
stories, and events

Public rela,ons is used to promote

product, people, ideas, and ac,vi,es

Public Relations
Press rela&ons or press agency involves
the crea,on and placing of newsworthy
informa,on to aOract aOen,on to a
person, product, or service
Product publicity involves publicizing
specic products
Public aairs involves building and
maintaining na,onal or local
community rela,ons

Public Relations
Lobbying involves building and
maintaining rela,ons with legislators
and government ocials to inuence
legisla,on and regula,on
Investor rela&ons involves maintaining
rela,onships with shareholders and
others in the nancial community
Development involves public rela,ons
with donors or members of nonprot
organiza,ons to gain nancial or
volunteer support

Public Relations
The Role and Impact of Public Rela&ons

Lower cost than adver,sing
Stronger impact on public awareness than
adver,sing

Public Relations
Major Public Rela&ons Tools

News

Speeches

Special events

Written
materials

Corporate
identity
materials

Public service
activities

Buzz marketing

Social
networking

Internet