Webster U MRKT 5000 - Advertising and Public Relations

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Slide 1Chapter 19 Advertising and Public RelationsObjectivesThe Nature and Types of AdvertisingTypes of Institutional AdvertisingTypes of Product AdvertisingDeveloping an Advertising CampaignSteps In Developing And Implementing An Advertising CampaignCreating the Advertising PlatformDetermining the Advertising AppropriationTwenty Leading National AdvertisersTechniques in Determining Advertising AppropriationDeveloping the Media PlanAdvertising Expenditures By MediaAdvantages/Disadvantages Of Major Media ClassesCreating the Advertising MessageGeographic Divisions for Time Regional IssuesComponents of Advertising MessageGuidelines For Body CopySignature ElementsRadio CopyEvaluating Advertising EffectivenessWho Develops the Advertising CampaignPublic RelationsPublic Relations ToolsPossible Issues For Publicity ReleasesEvaluating PR EffectivenessDealing With Unfavorable PRChapter 19Advertising andPublic Relations19 | 3Copyright © Houghton Mifflin Company. All rights reserved.Objectives•Describe the nature and types of advertising•Explore steps in developing an advertising campaign•Identify responsibility for developing advertising campaigns•Examine public relations tools•Analyze how public relations is used and evaluated19 | 4Copyright © Houghton Mifflin Company. All rights reserved.The Nature and Types of Advertising•Advertising – paid nonpersonal communication about an organization and its products transmitted to a target audience through mass media–Promotes anything advertisers want to publicize19 | 5Copyright © Houghton Mifflin Company. All rights reserved.Types of Institutional Advertising•Institutional – advertising that promotes organizational images, ideas, and political issues•Advocacy – advertising that promotes a company’s position on a public issue19 | 6Copyright © Houghton Mifflin Company. All rights reserved.Types of Product Advertising•Product advertising – promotes the uses, features, and benefits of products•Pioneer – focuses on a product category by informing potential buyers about the product•Competitive – points out a brand’s special features, uses, and advantages relative to competing brands19 | 7Copyright © Houghton Mifflin Company. All rights reserved.Developing an Advertising Campaign•Advertising campaign – the creation and execution of a series of advertisements to communicate to a particular target audience19 | 8Copyright © Houghton Mifflin Company. All rights reserved.Steps In Developing AndImplementing An Advertising Campaign19 | 9Copyright © Houghton Mifflin Company. All rights reserved.Creating the Advertising Platform•Advertising platform – basic issues or selling points to be included in an advertising campaign•Important to customers19 | 10Copyright © Houghton Mifflin Company. All rights reserved.Determining the Advertising Appropriation•Advertising appropriation – budget for a specific time period–Geographic size of market–Distribution of buyers–Type of product–Firm’s sales volume vs. competitor’s sales volume•Appropriation for business products vs. convenience items19 | 11Copyright © Houghton Mifflin Company. All rights reserved.Twenty LeadingNational Advertisers19 | 12Copyright © Houghton Mifflin Company. All rights reserved.Techniques in Determining Advertising Appropriation•Objective-and-task – determining campaign objectives and the tasks needed to obtain objectives•Percent-of-sales – multiplying the firm’s past and expected sales by a standard percentage•Competition-matching – matching competitors advertising outlays•Arbitrary – budget specified by high-level executive in the firm19 | 13Copyright © Houghton Mifflin Company. All rights reserved.Developing the Media Plan•Media plan – specifies the media vehicles to be used and the schedule for running advertisements–Reach and frequency•Cost comparison indicator – compares the costs of ad vehicles in a specific medium in relation to the number of people reached•Media schedules – continuous, flighting, and pulsing19 | 14Copyright © Houghton Mifflin Company. All rights reserved.AdvertisingExpenditures By Media19 | 15Copyright © Houghton Mifflin Company. All rights reserved.Advantages/DisadvantagesOf Major Media Classes19 | 16Copyright © Houghton Mifflin Company. All rights reserved.Creating the Advertising Message•Product Features•Characteristics of target audience•Campaign objectives•Choice of media–Magazines: regional issues19 | 17Copyright © Houghton Mifflin Company. All rights reserved.Geographic Divisions for Time Regional Issues19 | 18Copyright © Houghton Mifflin Company. All rights reserved.Components of Advertising Message•Copy – verbal portion of ads–Storyboard •Artwork – illustrations and layout–Illustrations –Layout19 | 19Copyright © Houghton Mifflin Company. All rights reserved.Guidelines For Body Copy1) ID Specific Desire/Problem2) Recommend Product3) State Product Benefits4) Substantiate Claims5) Ask For Buyer Action19 | 20Copyright © Houghton Mifflin Company. All rights reserved.Signature Elements•Trademark•Logo•Name•Address•Attractive•Legible•Distinctive•Easy to Identify19 | 21Copyright © Houghton Mifflin Company. All rights reserved.Radio Copy•Informal•Conversational•Perishable•Short, Familiar Terms19 | 22Copyright © Houghton Mifflin Company. All rights reserved.EvaluatingAdvertising Effectiveness•Pretests – evaluation of advertisements performed before a campaign begins–Consumer jury•Posttest – evaluation of advertising effectiveness after the campaign–Recognition–Unaided Recall–Aided Recall19 | 23Copyright © Houghton Mifflin Company. All rights reserved.Who Develops theAdvertising Campaign•Individual•Department•Agency19 | 24Copyright © Houghton Mifflin Company. All rights reserved.Public RelationsCommunication efforts used to create and maintain favorable relations between an organization and its stakeholders19 | 25Copyright © Houghton Mifflin Company. All rights reserved.Public Relations Tools•People•Places•Ideas•Activities•Countries•Publicity – communication about the organization and/or its products transmitted through mass media at no charge–News release–Feature article–Captioned photograph–Press conference19 | 26Copyright © Houghton Mifflin Company. All rights reserved.Possible IssuesFor Publicity Releases19 | 27Copyright © Houghton


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