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
13-2
It’s an Ad Ad Ad Ad World
• Advertising is nonpersonal
communication paid for by an identified
sponsor using mass media to persuade,
inform, & remind an audience
13-3
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)
13-4
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
13-5
Developing an Ad Campaign
• Identify the Target Market
• Establish objectives
– Message & Budget
• Design Ad Campaign
• Pretest Campaign
• Choose Media & Schedule
13-6
Advertising Appeals
• Reasons Why
(USP)
• Comparative
Advertising
• Demonstration
• Testimonial
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Slice-of-Life
Lifestyle
Fear
Sex
Humor
Slogans & Jingles
13-7
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 _____
13-8
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
13-9
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
13-10
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
13-11
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
13-12
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
13-13
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
13-14
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
13-15
Public Relations
• Attempts to influence the attitudes &
perceptions of consumers,
stockholders, & other stakeholders
toward companies, brands, politicians,
celebrities, not-for-profit organizations
• Do something good, then talk about it
– Unpaid placement
13-16
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
13-17
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
13-18
PR Activities
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•
•
•
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•
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Press Releases
Internal PR
Lobbying
Speech writing
Corporate identity
Media relations
Sponsorships
Special events
Advice & counsel
13-19
Press Release Types
• Timely topics
• Research project stories
• Consumer information
13-20
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
13-21
Forms of Direct Marketing
• Mail order
– Catalogs
– Direct mail
• Telemarketing
• Direct response television
– Infomercials
– Home shopping networks
13-22