Chapter 18 Advertising and Public Relations 1 Advertising A paid form of non personal communication that is transmitted to a target audience through mass media 2 Institutional Advertising 3 Comparative Advertising Promotes organizational images ideas and political issues Compares the sponsor brand with other brand s on the basis of one or more product characteristics 4 Reminder Advertising Reminds customers that an established brand is still around and still offers certain characteristics and benefits 5 Reinforcement Advertising Assures current users that they have made the right choice and shows how to get the most satisfaction from the brand Designing a series of advertisements and placing them in 6 Advertising Campaign various media to reach a certain audience 7 General Steps in Developing and Implementing an Advertising Campaign Target Audience o The group of people at whom advertisements are aimed Defining the Advertising Objectives Creating the Advertising Platform o Advertising Platform The basic issues or selling points an advertiser wishes to be included in the advertising campaign Determining Advertising Appropriation o Advertising Appropriation The total amount of money a marketer allocates for advertising during a period of time o Objective and Task Approach Determining campaign objectives and then attempting to list the tasks required to accomplish them o Percent of Sales Approach Marketers multiply the firm s past plus a factor for growth or decline by a standard percentage that the industry typically spends on advertising o Competition Matching Approach Trying to match competitors advertising appropriations o Arbitrary Approach Budget specified by high level executive in the firm can lead to under or overspending Developing the Media Plan o Media Plan Sets forth the exact media vehicles to be used and the dates and times the advertisements will appear Advertising Spending by Media Category Evaluation before a campaign begins Evaluation after the campaign is over 8 Pretest 9 Posttest 10 Recognition Test Individual respondents are shown the advertisement and asked whether they recognize it Asks subjects to identify recently seen ads but does not 11 Unaided Recall provide any clues 12 Aided Recall to jog their memories 13 Public Relations Asks subjects to identify recently seen ads and provides clues 14 Publicity A broad set of communication efforts used to create and maintain favorable relations between an organization and its stakeholders Is communication in news story format about the organization and or its products transmitted through mass media at no charge
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