Phillip

Gary

Kotler Armstrong
Principles of Marketing
AwS/NSU

Chapter: 15 MKT202

Advertising and Public

Relations
Major Advertising Decisions

Definition
Advertising

Message Decisions

Any paid form of non-personal

presentation and promotion of ideas,
goods, or services by an identified
sponsor.

Message Strategy
Message Execution

Objectives
Setting
Communication
objectives
Sales Objectives

Budget Decisions
Affordable Approach
Percent of sales
Competitive parity
Objective and task

Campaign Evaluation
Communication Impact
Sales Impact

Media Decisions

Not only by profit seeking organizations

but also by non-profits.

Reach, Frequency, Impact

Major Media Types
Specific Media Types
Media Timing

Setting Advertising Objectives

Setting Advertising Objectives

Informative advertising is used when introducing a
new product category; the objective is to build
primary demand

An advertising objective is a specific

communication task to be accomplished
with a specific target audience during a
specific time
Objectives are classified by primary purpose
Inform
Persuade
Remind
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Setting Advertising Objectives

Persuasive advertising is important with increased
competition to build selective demand

Setting Advertising Objectives

Comparative
advertising
directly or
indirectly
compares the
brand with one
or more other
brands

Setting Advertising Objectives

Reminder advertising is important with mature products to
help maintain customer relationships and keep customers
thinking about the product

Setting Advertising Budget

Market Share

Market Competition

Brand Differentiation

Product Life-Cycle Stage

Setting the Advertising Budget

Product life-cycle stage
New products require larger budgets
Mature brands require lower budgets

Developing Advertising Strategy

Advertising strategy: By which the company
accomplishes its advertising objectives.

Market share
Building or taking market share requires larger
budgets
Markets with heavy competition or high
advertising clutter require larger budgets
Undifferentiated brands require larger budgets

Its two major elements are:

Creating ad messages
Selecting ad media
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Developing Advertising Strategy

Message Strategy: Advertisement appeal should be

Creating Ad messages: increase number of TV channels,

average ad expose numbers, remote control etc.
Advertisements need to break through the clutter:
Gain attention
Communicate well

::: Merging advertisement

and entertainment :::

Developing advertising strategy

meaningful, believable, distinctive.

Message execution: Turn Creative Concept (big idea)

into actual ad execution that will capture target markets
attention and interest. Creative people must find the best style,
tone, words, and format for executing the message.

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Many execution styles: slice of life, lifestyle,

fantasy, mood/image, musical, personality symbol,
scientific evidence, testimonial.
Tone: +ve or ve tone
Words: finger lickin' good.
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Format: Illustration, headline, copy

Selecting Advertising Media

Developing advertising strategy

Select specific media vehicles: specific

Reach

media within each general media type.

BTV/ATN Bangla; Ittefaq/P-Alo/Kaler Kantho,
Daily Star, Shaptahik2000, Anandadhara, ICE
Today?

Frequency

Decide on media timing: Hallmark

Impact

occasions, Even continuity or uneven Pulsing.

Attitudes
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Advertising

Advertising

Other advertising consideration:

In-house agency
Independent agency

Major Media Types

Newspapers
Television
Direct Mail

Radio
Magazines
Outdoor

Internet
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Public Relations

Public Relations Tools

News
Speeches: in events
Corporate Identity Materials:

logos, stationery, signs,

business cards, uniforms,

company transports

Building good relations with the

companys various publics by
obtaining favorable publicity, building
up a good corporate image, and
handling or heading off unfavorable
rumors, stories, and events.

Special Events: important

occasions. World AIDS Day

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Written Materials:
annual reports,
brochures, articles.
Audiovisual Materials:
CD/DVD, Websites
Public Service Activities:
contributing money and
time.

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Critical thinking:
Advertisement creates a world of illusion. It shows
one side of the coin of our lives. Advertisement
changes cultures, social structures. People
become the citizen of a voluptuous consumerist
society. Unnecessary consumption and tendency
of status show-up create social imbalance.
Consumers are running like the ox of the matador.
As a consequence the consumer behavior
becomes irrational.
Advertisers should think about it seriously.
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