MARKETING Real People Real Choices CHAPTER 13 Advertising

MARKETING Real People, Real Choices CHAPTER 13 Advertising & Public Relations

Chapter Objectives • Define advertising & describe the major types • Describe the process of developing an advertising campaign • Explain how marketers evaluate advertising • Explain the role of public relations • Describe the steps in developing a public relations campaign • Understand direct marketing 2

It’s an Ad Ad World • Advertising is nonpersonal communication paid for by an identified sponsor using mass media to persuade, inform, & remind an audience 3

Types of Advertising • Product advertising - message focuses on a specific product • Institutional advertising - message focuses on activities, personality, or point of view of a company – advocacy advertising – public service advertisements (PSAs) 4

Purposes of Product Advertising • To educate people about a new product & what it does • To emphasize a brand’s features & try to convince the target market to choose it over other options • To ensure that people won’t forget about a well-established product 5

Developing an Ad Campaign • Identify the Target Market • Establish objectives – Message & Budget • Design Ad Campaign • Pretest Campaign • Choose Media & Schedule 6

Advertising Appeals • Reasons Why (USP) • Comparative Advertising • Demonstration • Testimonial • • • Slice-of-Lifestyle Fear Sex Humor Slogans & Jingles 7

Name That Brand! • Double your pleasure, double your fun • Good to the last drop • My bologna has a first name…. • I’d like to buy the world a _____ 8

Media: Television • Pros – Creative and flexible – Prestigious – High impact messages – Network TV is cost effective for reaching mass audience – Cable TV is good for reaching targeted group • Cons – Quickly forgotten – Requires frequent repetition – Increasingly fragmented audiences – High costs on an absolute basis – Shorter ads result in increased clutter 9

Media: Radio • Pros • Cons – Good for selective – Listeners may not targeting pay full attention – Heard out of – Small audiences home mean ads must be – Relatively low repeated cost frequently – Can be modified – Not appropriate for quickly products requiring – Uses listener demonstration imagination 10

Media: Newspapers • Pros • Cons – Wide exposure and – Most don’t spend extensive market much time reading coverage newspapers – Flexible format permits – Low readership among use of color, different teens and young sizes and editions adults – Useful for comparison – Short life span shopping – Very cluttered – Local retailers can tie in with national ads 11

Media: Magazines • Pros – Narrowly targeted audiences by specialized magazines – High credibility and interest level provide good ad environment – Long life span and pass along rate – Excellent visual quality • Cons – With exception of direct mail, the most expensive form – Long deadlines – Must use several magazines to reach target 12

Media: Outdoor • Pros – Very high reach – Low cost – Good for supplementing other media • Cons – Hard to communicate complex messages – Cannot demonstrate product effectiveness – Controversial & disliked 13

Media Scheduling • Specifies the exact media to use for the campaign, when & how often the message should appear • Outlines the planner’s best estimate of which media & vehicles will be most effective in attaining campaign objectives 14

Factors Affecting Media Scheduling • • Target market profile People reached by different vehicles Advertising patterns of competitors Capability of medium to convey desired information • Compatibility of product with editorial content 15

Public Relations • Attempts to influence the attitudes & perceptions of consumers, stockholders, & other stakeholders toward companies, brands, politicians, celebrities, not-forprofit organizations • Do something good, then talk about it – Unpaid placement 16

Objectives of Public Relations • Introducing new products to manufacturers • Introducing new products to consumers • Influencing government legislation • Enhancing the image of a city, region, or country • Calling attention to a firm’s involvement with the community 17

PR Campaign Strategy • Statement of objectives • Situation analysis • Specification of target audiences, messages to be communicated, specific program elements to be used • Timetable & budget • Discussion of how the program will be evaluated 18

PR Activities • • • Press Releases Internal PR Lobbying Speech writing Corporate identity Media relations Sponsorships Special events Advice & counsel 19

Press Release Types • Timely topics • Research project stories • Consumer information 20

Direct Marketing • Any direct communication to a consumer or business recipient that is designed to generate a response in the form of an order, a request for further information, and/or a visit to a store or other place of business for purchase of a product 21

Forms of Direct Marketing • Mail order – Catalogs – Direct mail • Telemarketing • Direct response television – Infomercials – Home shopping networks 22