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Principles of Marketing

Chapter No. 15
Advertising and Public Relations

Advertising
Any

paid form of non-personal


presentation and promotion of
ideas, goods, or services by an
identified sponsor.

Advertising Program
Setting

advertising objectives
Setting the advertising budget
Developing advertising strategy
Evaluating advertising
campaigns

Setting Advertising
Objectives
An

advertising objective is a
specific communication task to
be accomplished with a specific
target audience during a specific
period of time.
Primary purpose
To inform
To persuade
To remind

Setting Advertising
Budget
The

dollars and other resources


allocated to a product or a
company advertising program.
Stage in product life-cycle
Market share
Undifferentiated brands

Developing Advertising
Strategy
The

strategy by which the


company accomplishes its
advertising objectives. It consists
of two major elements;
Creating advertising messages
Selecting advertising media

Creating the Advertising


Message
Breaking

through the clutter


Merging advertisement and
entertainment
Advertainment
Branded entertainment

Creating the Advertising


Message
Message

strategy

The general message that will be


communicated to consumers.
Creative

concept

The compelling big idea that will bring


the advertising message strategy to life in
a distinctive and memorable way.
Advertising

Meaningful
Believable
Distinctive

appeal

Creating the Advertising


Message
Message

execution

Slice of life
Life-style
Fantasy
Mood or images
Musical
Personality symbol
Technical expertise
Scientific evidence
Testimonial evidence or endorsement

Creating the Advertising


Message
Advertiser

must look for the;

Tone
Words
Format
Consumer-generated

messages

Selecting Advertising
Media
The

vehicles through which


advertising messages are
delivered to their intended
audiences.
Determining reach, frequency,
and impact
Choosing among major media
types

Evaluating Advertising
Effectiveness
Return

on advertising investment

The net return on advertising


investment divided by the costs of
the advertising investment.

Public Relations
Building

good relations with the


companys various publics by
obtaining favorable publicity,
building up a good corporate
image, and handling or heading
off unfavorable rumors, stories,
and events.

Public Relations
Press

relations or press agency


Product publicity
Public affairs
Lobbying
Investor relations
Development

Public Relations
Major

public relations tools

News
Speeches
Special events
Written materials
Audiovisual materials
Corporate identity
Public service activities