Chapter 15
Advertising and Public Relations
Advertising
A persuasive message carried by a nonpersonal
medium and paid for by an identified sponsor.
Two types:
Product advertising
Institutional advertising
Institutional Advertising
Advertising designed to
promote an organizational
image or to build goodwill.
Example:
GE’s “We bring good things to
light.”
Advocacy Advertising
Advertising in which an
organization expresses
its views on
controversial issues or
responds to media
attacks
Product Advertising
Advertising promoting a specific
product.
Two types:
Direct-action advertisement:
stimulates immediate purchase
Indirect-action advertisement:
stimulates sales over the long run.
Product Advertising
Pioneering
Competitive
Comparative
Creative Decisions in
Advertising
Advertising A series of related
Campaign advertisements focusing
on a common theme,
slogan, and set of
advertising appeals.
Creative Decisions in
Advertising
Determine the
advertising objectives
Make creative decisions Make media decisions
Evaluate the campaign
Some Specific Advertising
Objectives Might Include:
Sales lead
generation
Increasing brand
awareness
Increasing repeat
purchases
Increasing
consumption by
current users
Creative Decisions
Identify
product benefits
Develop and evaluate
advertising appeals
Execute
the message
Evaluate the
campaign’s effectiveness
Identify Product Benefits
What is the attribute?
What is the benefit?
The Advertising Appeal
Identifies the reason Common Advertising
for a person to buy a Appeals:
product Profit
Unique Selling Health
Proposition Love or romance
Fear
Fun
Vanity
Environmentalism
Executing the Message
Slice-of-
Scientific
Life
Musical Lifestyle
Spokes-
Demon-
person/
stration
Testimonial
Mood or
Fantasy
Image
Real/
Animated
Humorous
Product
Symbols
When developing media strategy, answer
these two questions:
Which media will
effectively and
efficiently get the
message to the
desired audience?
What scheduling of
these media will
neither bore nor
allow people to
forget?
Media
Advantages/Disadvantages
Newspapers:
+ Convenient & quick
- Poor quality of print
Magazines:
+ Long-life ad
- Clutter
Media Advantages/Disadvantages
Television:
+ Audio-visual
+ Very high reach
- Expensive & perishable
Radio:
+ Flexible
+ Inexpensive
- Clutter & perishable
Media
Advantages/Disadvantages
Internet
+ Inexpensive
+ High reach: worldwide
- Cannot reach non-
computer users
Outdoor ads
+ High reach & frequency
+ Inexpensive
- Brevity of message
Creating a Media Plan
Cost per contact
Reach
Frequency
Gross Rating Points
Audience Selectivity
Media Scheduling
Continuous Advertising is run steadily
Media Schedule throughout the period.
Flighted Advertising is run heavily every
Media Schedule other month or every two weeks.
Pulsing Advertising combines continuous
Media Schedule scheduling with flighting.
Seasonal Advertising is run only when the
Media Schedule product is likely to be used.
Evaluating Advertising
Pretesting:
Focus groups
Quantitative studies
Posttesting:
Recall tests
Changes in attitudes
Generating inquiries
Sales performance
Ethical Issues in Advertising
Deceptive Advertising
Misleading advertising
Bait-and-switch
Puffery
Public Standards
Quality of Children’s Lives
Public Relations
Public Relations The element in the
promotional mix that:
evaluates public attitudes
identifies issues of public
concern
executes programs to gain public
acceptance
Publicity versus Public Relations
Functions of Public Relations
Press relations
Product publicity
Corporate communication
Public affairs
Lobbying
Employee and investor relations
Crisis management
Public Relations Tools
New product publicity
Product placement
Consumer education
Event sponsorship
Issue sponsorship
Internet Web sites
Managing Unfavorable
Publicity
Crisis
Management A coordinated effort
to handle the effects
of unfavorable
publicity or of an
unfavorable event.