Chapter Fifteen

Adver&sing and Public Rela&ons

Chapter 15 - slide 1

Advertising and Public

Relations
Topic Outline
Adver&sing
Objec(ves
Budget
Strategy
Eec(ves
Public Rela&ons
Role and impact
Tools
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Chapter 15 - slide 2

Advertising
Adver&sing is any paid form of non-personal
presenta(on and promo(on of ideas, goods, or
services by an iden(ed sponsor

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Chapter 15 - slide 3

Advertising
Developing and Adver&sing Programs

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Chapter 15 - slide 4

Advertising
Se;ng Adver&sing Objec&ves
An adver&sing objec&ve is a specic
communica(on task to be accomplished with a
specic target audience during a specic (me

Objec(ves are classied

by primary purpose
Inform
Persuade
Remind

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Chapter 15 - slide 5

Advertising
Se;ng Adver&sing Objec&ves

Informa&ve adver&sing is used when introducing a new

product category; the objec(ve is to build primary
demand
Compara&ve adver&sing directly or indirectly compares the
brand with one or more other brands
Persuasive adver&sing is important with increased
compe((on to build selec(ve demand
Reminder adver&sing is important with mature products to
help maintain customer rela(onships and keep
customers thinking about the product
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Chapter 15 - slide 6

Table 15.1
Possible Advertising Objectives

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Chapter 15 - slide 7

Advertising
Se;ng the Adver&sing Budget

Factors to consider when seKng the budget
Product life-cycle stage
Market share

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Chapter 15 - slide 8

Advertising
Se;ng the Adver&sing Budget
Product life-cycle stage
New products require larger budgets
Mature brands require lower budgets
Market share
Building or taking market share requires larger
budgets
Markets with heavy compe((on or high
adver(sing cluOer require larger budgets
Undieren(ated brands require larger budgets

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Publishing as Prentice Hall

Chapter 15 - slide 9

Advertising
Developing Adver&sing Strategy

Adver&sing strategy is the strategy by which

the company accomplishes its adver(sing
objec(ves and consists of:
Crea(ng adver(sing messages
Selec(ng adver(sing media

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Chapter 15 - slide 10

Advertising
Crea&ng the Adver&sing Message

Adver(sements need to break through the cluOer:
Gain aOen(on
Communicate
well

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Chapter 15 - slide 11

Advertising
Crea&ng the Adver&sing Message

Adver(sements need to be beOer planned, more
imagina(ve, more entertaining, and more
rewarding to consumers
Madison & Vinethe intersec(on of Madison
Avenue and Hollywoodrepresents the merging
of adver(sing and entertainment

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Chapter 15 - slide 12

Advertising
Crea&ng the Adver&sing Message


Message strategy
Creative concept
Message execution

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Chapter 15 - slide 13

Advertising
Crea&ng the Adver&sing Message

Message strategy is the general message that will
be communicated to consumers
Iden(es consumer benets

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Chapter 15 - slide 14

Advertising
Crea&ng the Adver&sing Message

Crea&ve concept is the idea that will bring the message
strategy to life and guide specic appeals to be used in
an adver(sing campaign

Characteris(cs of the appeals include:
Meaningful
Believable
Dis(nc(ve

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Chapter 15 - slide 15

Advertising
Crea&ng the Adver&sing Message

Message execu(on is when the adver(ser

turns the big idea into an actual ad
execu(on that will capture the target
market s aOen(on and interest.
The crea(ve team must nd the best
approach, style, tone, words, and format
for execu(ng the message.
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Publishing as Prentice Hall

Chapter 15 - slide 16

Advertising
Crea&ng the Adver&sing Message

Slice of life

Lifestyle

Fantasy

Mood or
image

Musical

Personality
symbol

Technical
expertise

Scientific
evidence

Testimonial
or
endorsement

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Chapter 15 - slide 17

Advertising
Crea&ng the Adver&sing Message

Message execu(on also
includes:
Tone
Posi(ve or nega(ve

AOen(on-geKng words
Format
Illustra(on
Headline
Copy
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Chapter 15 - slide 18

Advertising
Crea&ng the Adver&sing Message
Consumer Generated Messages

YouTube videos

Brand Web site contests
Posi(ves

Low expense
New crea(ve ideas
Fresh perspec(ve on brand
Boost consumer involvement

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Chapter 15 - slide 19

Advertising
Selec&ng Adver&sing Media

Major steps include:
Deciding on reach-frequency-impact
Selec(ng media vehicles
Deciding on media (ming

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Chapter 15 - slide 20

Advertising
Selec&ng Adver&sing Media

Reach is a measure of the percentage of people in
the target market who are exposed to the ad
campaign during a given period of (me
Frequency is a measure of how many (mes the
average person in the target market is exposed
to the message
Impact is the qualita(ve value of a message
exposure through a given medium

Copyright 2010 Pearson Education, Inc.

Publishing as Prentice Hall

Chapter 15 - slide 21

Advertising
Selec&ng Adver&sing Media

Selec&ng media vehicles involves decisions
presen(ng the media eec(vely and eciently
to the target customer and must consider the
message s:
Impact
Eec(veness
Cost

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Chapter 15 - slide 22

Advertising
Selec&ng Adver&sing Media
Narrowcas&ng Versus Shotgun Approaches

Narrowcas&ng focuses the message on
selected market segments
Lowers cost
Targets more eec(vely
Engages customers beOer

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Chapter 15 - slide 23

Advertising
Selec&ng Adver&sing Media


When deciding on media (ming, the
planner must consider:
Seasonality
PaOern of the adver(sing
Con(nuityscheduling within a given
period
Pulsingscheduling unevenly within a
given period
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Chapter 15 - slide 24

Advertising
Evalua&ng the Eec&veness and Return on
Adver&sing Investment


Communica&on eects indicate whether the ad and
media are communica(ng the ad message well
and should be tested before or a_er the ad runs
Sales and prot eects compare past sales and
prots with past expenditures or through
experiments

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Chapter 15 - slide 25

Advertising
Developing and Adver&sing Programs
Other Adver&sing Considera&ons

Organizing for
adver(sing

Agency vs. in-house

Interna(onal
adver(sing decisions
Standardiza(on

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Chapter 15 - slide 26

Public Relations
Public rela&ons involves building good
rela(ons with the company s various
publics by obtaining favorable publicity,
building up a good corporate image,
and handling or heading o unfavorable
rumors, stories, and events

Public rela(ons is used to promote

product, people, ideas, and ac(vi(es
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Chapter 15 - slide 27

Public Relations
Public rela(ons department func(ons
include:
Press rela(ons or press agency
Product publicity
Public aairs
Lobbying
Investor rela(ons
Development
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Chapter 15 - slide 28

Public Relations
Press rela&ons or press agency involves the
crea(on and placing of newsworthy
informa(on to aOract aOen(on to a
person, product, or service
Product publicity involves publicizing specic
products
Public aairs involves building and
maintaining na(onal or local community
rela(ons
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Chapter 15 - slide 29

Public Relations
Lobbying involves building and maintaining
rela(ons with legislators and government
ocials to inuence legisla(on and
regula(on
Investor rela&ons involves maintaining
rela(onships with shareholders and
others in the nancial community
Development involves public rela(ons with
donors or members of nonprot
organiza(ons to gain nancial or
volunteer support
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Chapter 15 - slide 30

Public Relations
The Role and Impact of Public Rela&ons

Lower cost than adver(sing
Stronger impact on public awareness than
adver(sing

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Chapter 15 - slide 31

Public Relations
Major Public Rela&ons Tools

News

Speeches

Special events

Written
materials

Audiovisual
materials

Corporate
identity
materials

Public service
activities

Buzz marketing

Social
networking
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Mobile tour
marketing

Internet

Chapter 15 - slide 32

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retrieval system, or transmitted, in any form or by any means, electronic,
mechanical, photocopying, recording, or otherwise, without the prior written
permission of the publisher. Printed in the United States of America.

Copyright 2010 Pearson Education, Inc.

Publishing as Prentice Hall
Copyright 2010 Pearson Education, Inc.
Publishing as Prentice Hall

Chapter 15 - slide 33