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TU BBA 8th Semester
Public Relation Full Note
Why?
The model is often presented graphically as shown on the last slide.
In fact, that is somewhat misleading as it suggests that mass media
messages flow first to opinion leaders and from them to the rest.
Obviously, that's not the case, since you and I can both receive
messages directly. The point is that the messages we receive are then
modified through the pattern of our social contacts.
There are some people amongst the media audience who act as
opinion leaders (typically such people use the mass media more than
the average) mix more than the average across social classes and see
The term „personal influence‟ was coined to refer to the process
intervening between the media‟s direct message and the audience‟s
ultimate reaction to that message.
Opinion leaders are quite influential in getting people to change their
attitudes and behaviours and are quite similar to those they
influence.
The Two-Step Flow Theory has improved our understanding of how
the mass media influence decision making.
The theory refined the ability to predict the influence of media
messages on audience behaviour, and it helped explain why certain
media campaigns may have failed to alter audience attitudes and
behaviour
Strength
The model examines the way that personal relationships may help to
mediate messages from the media
Weakness
It doesn‟t explain why opinion leaders should be active
Unit 2
Public Relations & Marketing Practices
• TV • etc.
• Radio
Disadvantages of TM in PR
• Slow dissemination of
information • Limited Audience
• Less transparent
• Expensive
PR & New Media
• ‗New Media‘ is a term that describes the emergence of
digital, computerised, interactive communication
technologies.
• i.e. Internet, Websites, Chat rooms, e-mail, Social media, etc.
• New media is a broad term in media studies that emerged in
the latter part of the 20th century
• It refers to on-demand access to content any time, anywhere,
on any digital device, as well as interactive user feedback,
creative participation and community formation around the
media content
• Interactivity is a key aspect of many new media tools
PR & New Media
• PR changed when Internet came into play
• More and more people getting online, NOW
• Having your online presence is important
• More than 70% of Internet population uses SM
The social sweet spot: the intersection of your audience, your content and
your team’s strengths
PR Disasters (Crisis)
Advertising Agency
and
Media
Media planners may use GRPs to determine the optimal level of spending
for a campaign. The more GRPs they buy, the more it costs. However,
because of discounting, the unit cost per GRP decreases as more GRPs are
bought. Beyond a certain point, the effectiveness of additional GRPs
diminishes.
In the calculation of message weight, advertisers disregard any overlap or
duplication. As a result, certain individuals within the audience may see
the message several times while others don't see it at all.
While message weight gives an indication of size, it does not reveal much
about who is in the audience or how often they are reached. This fact
necessitated the development of other media objectives, namely reach,
frequency, and continuity.
Reach
• The term reach refers to the total number of unique (or
different) people or households exposed, at least once, to a
medium during a given period of time, usually four weeks.
• For example, if 40 percent of 100,000 people in a target
market tune in to radio station WKKO at least once during a
four-week period, the reach is 40,000 people.
• Reach may be expressed as a percentage of the total market
(40 percent) or as a raw number (40,000).
• Reach should not be confused with the number of people who
will actually be exposed to and consume the advertising,
though. It is just the number of people who are exposed to the
medium and therefore have an opportunity to see the ad or
commercial
• Percentage of target audience that is exposed to an
advertisement, at least once, during a certain time frame
(usually four weeks)
Frequency
• .
• Suppose sales of a brand in Los Angeles are 1.58 percent of the brand's total U.S.
sales, and the population of Los Angeles is 2 percent of the U.S. total. The BDI
for Los Angeles is
• An index number of 100 means the brand's performance balances with the size of
the area's population. A BDI index number below 100 indicates poor potential for
the brand.
However, media planners are more interested in cost efficiency-the cost of exposing the message to the target
audience rather than to the total circulation. Let's say the target audience is males ages 18 to 49, and 40 percent
of a weekly newspaper's subscriber base of 250,000 fits this category. If the paper charges $3,000 for a full-
page ad, the CPM is computed as follows:
Comparing different media by CPMs is important but does not take into account each medium's other
advantages and disadvantages. The media planner must evaluate all the criteria to determine
1. How much of each medium's audience matches the target audience, also described as composition.
2. How each medium satisfies the campaign's objectives and strategy.
3. How well each medium offers attention, exposure, and motivation.
To evaluate some of these issues in broadcast, the media planner may want to calculate the cost per point (CPP)
of different programs. This is done the same way as cost per thousand, except you divide the cost by the rating
points instead of the gross impressions.
The Synergy of Mixed Media
• A combination of media is called a mixed-media approach. There
are numerous reasons for using mixed media:
• To reach people who are unavailable through only one medium.
• To provide repeat exposure in a less expensive secondary medium
after attaining optimum reach in the first.
• To use the intrinsic value of an additional medium to extend the
creative effectiveness of the ad campaign
• To deliver coupons in print media when the primary vehicle is
broadcast.
• To produce synergy, where the total effect is greater than the sum
of its parts.
Methods for Scheduling Media
• After selecting the appropriate media vehicles, the media planner decides how
many space or time units to buy of each vehicle and schedules them for release
over a period of time when consumers are most apt to buy the product.
• Continuous, Flighting, and Pulsing Schedules
• To build continuity in a campaign, planners use three principal scheduling tactics:
continuous, flighting, and pulsing
• In a continuous schedule, advertising runs steadily and varies little over the
campaign period. It's the best way to build continuity..
• Flighting alternates periods of advertising with periods of no advertising. This
intermittent schedule makes sense for products and services that experience large
fluctuations in demand throughout the year (tax services, lawn-care products, cold
remediesThe third alternative, pulsing, mixes continuous and flighting strategies.
As the consumer's purchasing cycle gets longer, pulsing becomes more appropriate.
The advertiser maintains a low level of advertising all year but uses periodic pulses
to heavy up during peak selling periods.
Additional Scheduling Patterns
• For high-ticket items that require careful consideration,
bursting-running the same commercial every half hour on
the same network during prime time-can be effective.
• A variation is Road-blocking, buying air time on all
networks simultaneously.
• Digital Equipment used a scheduling tactic called blinking to
stretch its slim ad budget. To reach business executives, it
flooded the airwaves on Sundays (on both cable and network
TV channels) to make it virtually impossible to miss the ads.
• Once the scheduling criteria are determined, the media
planner creates a flowchart of the plan. The flowchart is a
graphic presentation of the total campaign to let the creative
department, media department, account services, and the
client see the pattern of media events that will occur
throughout the campaign, usually over one year.
Billiard Ball Principle
• .
• The economic effect of advertising is like the break shot in billiards or pool. The
moment a company begins to advertise, it sets off a chain reaction of economic
events. The extent of the chain reaction, although hard to predict, is related to the
force of the shot and the economic environment in which it occurred.
• The effect on the value of products
Advertising can add value to a product in the consumer's mind by asserting the
brand's image.
creates added value by educating customers on new uses for the product.
offers people the opportunity to satisfy psychic/symbolic wants and needs.
• Effect on prices
Although advertising can add value to a product and drive the price up, advertising
can keep prices down.
Consumers ultimately pay to offset the advertiser's cost for promoting the product.
However, the cost for advertising is quite small when compared to the total cost of
the product.
Mass consumption, encouraged by advertising, lowers the unit cost of products. .
Historically, in industries subject to government price regulations (agriculture,
utilities), advertising has not effected prices. However, 1980s deregulation (an effort
to restore free-market pressures) generally drives down advertising prices.
• Effect on Competition
• Some believe advertising restricts competition because small companies can't
compete with the immense advertising budgets of large firms. If new brands could
not be promoted, how would consumers learn about choices that might better serve
their needs and wants?
• Intense competition can reduce the number of businesses in an industry. Least
effective firms serving customer are eliminated by competition.
• These are typically the real barriers to entry(installation cost,…, not advertising.
• Advertising by big companies often has only a limited effect on small businesses
because a single advertiser is rarely large enough to dominate the whole country. In
fact, the freedom to advertise encourages more sellers to enter the market. And
we've all seen non-advertised brands.
• Effect on Consumer Demand
• The question of advertising's effect on total consumer demand is complex. Many
studies show that promotional activity affects aggregate consumption, but they
disagree as to the extent. Social and economic forces, including technological
advances, the population's educational level, increases in population and income,
and changes in lifestyle, are more significant.
• Effect on Consumer Choice
The best way for a manufacturer to beat the competition is to make a unique
product. The freedom to advertise encourages businesses to create new brands
and improve old ones. When one brand reaches market dominance, smaller
brands may disappear for a time.
But the moment a better product comes along and is advertised skillfully, the
dominant brand loses out to the newer, better product. And that gives consumers
wider choices.
• Effect on the Business Cycle
The relationship between advertising and gross domestic product has long been
debated. John Kenneth Galbraith, a perennial critic of advertising, acknowledges
that by helping maintain the flow of consumer demand, advertising helps sustain
employment and economic growth.
• Consumer demand is considered a pillar of a strong economy by some
economists. When business cycles are up, advertising contributes to the increase.
When business cycles are down, advertising may act as a stabilizing force by
encouraging more buyers to buy.
• Past Sale
• Estimated Future Sale
• Combination Of Past And Future Sale
STEPS
• Choose your key word
• Choose your competitor
• Record the ranking for each key word
• Calculate the share voice of each word
• Calculate the overall share of voice
• Refining the calculation
Objective method/task method
• Businesses that use the objective and task method for determining
advertising expenses allocate the marketing budget based on set objectives.
To use this method, a company must define the desired results of
advertising and the strategies and tactics required to achieve these results
• Taking an objective approach to an issue means having due regard for the
known valid evidence (relevant facts, logical implications and viewpoints
and human purposes) pertaining to that issue. If relevant valid evidence is
denied, an objective approach is impossible.
Media mix
A media mix is the combination of
communication channels a business can use to
meet its marketing objectives. Typically, these
include newspapers, radio, television,
billboards, websites, email, direct mail, the
Internet and social media, such as Face book
or Twitter.
Elements of media mix
• TV
• Digital
• Print
• Radio
• Out of Home (OOH)
• Influencers
• Sponsorship
• online
Television
• King of media mix
• Overtaken by digital in 2016
• Acc to Forrester’s latest estimates based on its
Forecast View model. 24% of marketers are
planning on cutting back on TV budgets.
Srijana Sapkota
Priyanka Udash
• Press conference
• Features articles
• Sponsored events
• Lobbying
• Donation etc.
Advertising Assosciation of
Nepal
Introduction
• Advertising Association of Nepal (AAN) is an
umbrella organization of advertising agencies and
other media related professional organization.
• It was registered in 1990.
• AAN represents in different media related
committees formed by Government of Nepal.
• Advertising Association of Nepal (AAN) is also
member of Asian Federation of Advertising
Associations (AFAA), Malaysia.
Functions
• Protect right and interest of advertising agencies,
advertising professionals and all the stakeholders of
advertisement profession
• Coordinate and keep harmony among advertisement
professionals, agencies, media houses and other
stakeholders of advertisement
• Create friendly environment between Media House and
advertisement sectors
• Create positive impact on economy through advertisement
business
• Establish and operate Training Institute with the objective
of providing knowledge in respect of advertisement and
media.