Professional Documents
Culture Documents
Advertising and
Public Relations
After studying this chapter, you should be able to:
1. Define the roles of advertising in the
promotion mix
2. Describe the major decisions involved in
developing an advertising program
3. Define the role of public relationships in the
promotion mix
4. Explain how companies use public relations
to communicate with and influence
important publics
15-2
1. Advertising
Any paid form of nonpersonal presentation and
promotion of ideas, goods, or services by an
identified sponsor
1. Public Relations
Building good relations with the company’s various
publics by obtaining favorable publicity, building up
a good corporate image, and handling or heading
off unfavorable rumors, stories and events.
15-3
Steps in Developing Advertising
Programs
1. Setting advertising
objectives
2. Setting the advertising
budget
3. Developing advertising
strategy
4. Evaluating advertising
campaigns
15-4
Developing Advertising Programs
Step 1 : Setting Advertising Objectives
An advertising objective is a
specific communication task
to be accomplished with a
specific target audience
during a specific time
15-6
Developing Advertising Programs
Setting Advertising Objectives
15-7
Developing Advertising Programs
Setting Advertising Objectives
15-8
Developing Advertising Programs
Step 2 : Setting the Advertising Budget
15-9
Developing Advertising Programs
Step 3 : Developing the Advertising Strategy
Advertisements need
to break through
the clutter:
• Gain attention
• Communicate well
15-13
Developing Advertising
Programs
Creating the Advertising Message
Advertisements need to
be better planned,
more imaginative, more
entertaining, and more
rewarding to consumers
• Madison & Vine—the
intersection of Madison
Avenue and Hollywood
—represents the
merging of advertising
and entertainment
15-14
Developing Advertising Programs
Creating the Advertising Message
1. Message strategy
2. Creative concept
3. Message execution
15-15
Developing Advertising Programs
Creating the Advertising Message
15-16
Developing Advertising Programs
Creating the Advertising Message
Creative concept is the ‘big’
idea that will bring the
message strategy to life and
guide specific appeals to be
used in an advertising
campaign
Characteristics of the appeals
include:
• Meaningful
• Believable
• Distinctive
15-17
Developing Advertising Programs
Creating the Advertising Message
15-18
Developing Advertising
Programs
Creating the Advertising Message
15-23
Developing Advertising Programs
Selecting Advertising Media
15-25
Developing Advertising Programs
Step 4 : Evaluating Advertising Effectiveness and
Return on Advertising Investment
15-26
Developing Advertising Programs
Evaluating Advertising Effectiveness and Return
on Advertising Investment
15-27
Developing Advertising Programs
Other Advertising Considerations
• How will the company
organize its advertising
function?
• Who will perform which
advertising tasks?
• How will the company
adapt its advertising
strategies and programs
to international markets?
15-28
Developing Advertising Programs
Other Advertising Considerations
15-29
Developing Advertising Programs
Other Advertising Considerations
Advertising agencies
• Employ specialists
• Provide an outside view to problem
solving
15-30
Developing Advertising Programs
Other Advertising Considerations
15-31
Developing Advertising Programs
Other Advertising Considerations
Standardization
• Lower cost
• More coordination
• More consistency in image
• Less responsive to consumer
needs and expectations
15-32
Developing Advertising Programs
Other Advertising Considerations
15-33
Public relations involves
building good relations with
the company’s various
publics by obtaining
favorable publicity, building vs
up a good corporate image,
and handling or heading off
unfavorable rumors, stories,
and events
15-34
Public relations department functions
include:
• Press relations or press agency
• Product publicity
• Public affairs
• Lobbying
• Investor relations
• Development
15-35
Press relations or press
agency involves the
creation and placing of
newsworthy information
to attract attention to a
person, product, or
service
Product publicity involves
publicizing specific
products
Public affairs involves
building and maintaining
national or local
community relations
15-36
Lobbying involves building and
maintaining relations with legislators
and government officials to influence
legislation and regulation
15-37
The Role and Impact of Public Relations
15-38
Major Public Relations Tools