Advertising and Public Relations

COURSE #13

Daniela Ionita,
Lecturer - Marketing Department
Objectives
Define the role of advertising in the
promotion mix
Describe the major decisions
involved in developing an advertising
program
Define the role of public relations in
the promotion mix
Explain how companies use PR to
communicate with their publics
Advertising
Advertising is any paid form of nonpersonal
presentation and promotion of ideas, goods, or
services by an identified sponsor.

Advertising can be traced back to the very

beginnings of recorded history e.g. singing
commercial golden age in Greece (500-300BC)

For eyes that are shining, for cheeks like the

dawn
For beaty that last after the girlhood is gone
For prices in reason, the woman who knows
Will buy her cosmetics from Aesclyptos.
 Statistics
Worldwide ad spending
- $489 billion
P&G the worlds
largest advertiser -
$11.4 billion worldwide
Although advertising is used
mostly by companies, a wide
range of not-for-profit
organizations, professionals and
social agencies use advertising
to promote their causes to
various target publics (US
government 28th advertising
spender)
Major advertising
decisions
Setting Advertising Objectives

An advertising objective is a specific

communication task to be accomplished with a
specific target audience during a specific time.
Informative advertising is used when introducing
a new product category to build primary demand.
Persuasive advertising is important with
increased competition to build selective demand.
Comparative advertising is when a company
compares its brand with other brands.
Reminder advertising is important with mature
products to help maintain customer relationships
and keep customers thinking about the product.
Possible Advertising
Objectives
Informative Advertising
Communicating customer value
Building a brand and company
image
Telling the market about a new
product
Explaining how a product works
Persuasive Advertising
Building brand preference
Encouraging switching to a brand
Changing customer perceptions of
product value
Reminder Advertising
Maintaining customer relationships
Reminding consumers that the
product may be needed in the near
Suggesting new uses for a product
Informing the market of a price
change
Describing available services &
support
Correcting false impressions
Persuading customers to purchase
now
Persuading customers to receive a
sales call
Convincing customers to tell others
about the brand
Reminding consumers where to buy
the product
Keeping the brand in a customers
Setting the advertising budget

Stage in
product life
cycle

Competitio Market
n share
Major advertising
decisions
Developing advertising strategy

Advertising strategy is the strategy

by which the company accomplishes
its advertising objectives and
consists of:
Creating advertising messages
Selecting advertising media
Creating the advertising
message
a) Message strategy - the general
message that will be communicated to
consumers (positioning)
The creative concept is the compelling big idea
that will bring an advertising message strategy
to life in a distinctive and memorable way.
Characteristics of the appeals should be:
Meaningful
Believable
Distinctive
Creating the advertising
message
b) Message execution is when the
advertiser turns the big idea into an
actual ad execution that will capture
the target markets attention and
interest.
The creative team must find the best
approach, style, tone (+/-), words,
and format for executing the
message.
Message execution

shows one or how a product creates a builds a mood Shows people

more typical fits in with a fantasy around or image or cartoon
people using particular the product or around the characters
the product in a lifestyle its use product or singing about
normal setting service, such as the product
beauty, love,
intrigue, or
Slice of serenity
Mood or
Lifestyle Fantasy Musical
life image

Creates a Shows the Presents survey Features a

character that companys that tha brand highly
represent the expertise in is better than believable or
product making the other brands likable source
product endorsing the
product
Testimonia
Personalit Technical Scientific l or
y symbol expertise evidence endorsem
ent
 Consumer generated content

Consumers submit
ad message ideas,
videos, and other
brand content.
Incorporates the
voice of the
customer into
brand messages
Generates greater
customer
engagement
Selecting advertising
media
The major steps in advertising
media selection are :
Determining reach, frequency, impact,
and engagement
Choosing among major media types
Selecting specific media vehicles
Choosing media timing
Determining reach, frequency,
impact, and engagement
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 time.
Frequency is a measure of how many times the
average person in the target market is exposed
to the message.
Impact is the qualitative value of a message
exposure through a given medium.
Engagement is a measure of things such as
ratings, readership, listenership, and click-
through rates.
Choosing among major
media types
Evaluating Advertising
Effectiveness and
Return on Advertising
Investment
Return on advertising investment is the net return
on advertising investment divided by the costs of the
advertising investment.

Communication effects indicate whether the ad and

media are communicating the ad message well and
can be tested before or after the ad runs.

Sales and profit effects compare past sales and profits

with past expenditures or through experiments.
 Press relations or press agency
Public relations involves the creation and
placing of newsworthy
information to attract attention
involves building to a person, product, or service.
good relations Product publicity involves
with the companys publicizing specific products.
various publics by Public affairs involves building and
obtaining favorable maintaining national or local
community relations.
publicity, building
Lobbying involves building and
up a good corporate maintaining relations with
image, and handling legislators and government
or heading off officials to influence legislation
unfavorable rumors, and regulation.
stories, and events. Investor relations involves
maintaining relationships with
shareholders and others in the
financial community.
Development involves public
The Role and Impact of
Public Relations

1. Lower cost than advertising

2. Stronger impact on public
awareness than advertising
3. Has power to engage consumers
and make them part of the brand
story
Major Public Relations Tools

News Speeches Special events

Corporate
Written Public service
identity
materials activities
materials

Buzz Social Internet

marketing networking