PR & Advertising
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Advertising plays an important part in the retailer‘s
campaign to inform the public of the events,
promotions and the various ranges of products that it
carries. Advertising can only go as far as it can and its
success will also depend on the retailer‘s relationship
with the consumer.
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Advertising includes the use of media as magazines,
newspapers, radio, television, signs and direct mail
(Perreault & McCarthy 1996).
What is advertising?
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Kotler in Mersham & Skinner (2001:90) states advertising is
referred to as any paid, non-personal presentation and promotion
of ideas, goods or services by an identified sponsor. Advertising can
be simply defined as a persuasive message that requires payment
for the space it requires within the chosen medium (Mersham &
Skinner, 2001). Advertising is conducted to reach as many people as
possible. Advertisements that are in magazines and newspapers and
on television are impressive and very costly. It must be noted that
special sales promotion coupons, sweepstakes, trade shows,
sporting events sponsored by firms add up to even more expense
(Perreault & McCarthy, 1996).
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According to Perreault & McCarthy (1996:476) advertising contacts
vary in cost and results. This means marketing managers and
advertising managers who work with them have strategic decisions
to make. They further state that they must decide on the following:
o Who their target audience is,
o What kind of advertising to use,
o How to reach customers (via which types of media)
o What to say to them (the copy thrust),
o Who will do the work - the firm‘s own advertising department or
an outside agency?
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Advertising agency
Most Public Relations practitioners and
marketers engage an advertising agency in
their launch of products and promotional
programmes etc. in pages 59 to 60 explains
the various operations that make up an
advertising agency.
o Account management
o Creative department
o Media department
o Production department
o Other specialist departments

Advertising objectives are a strategy decision
Perreault & McCarthy (1996:479-480) state that every advert and
advertising campaign should have clearly defined objectives. This
should be derived from the company‘s overall marketing strategy.
Advertising objectives should be specific than personal selling
objectives. Personal selling allows the salespeople an advantage
whereby s/he can shift their presentations to meet customers‘
needs. Each advert, however, is a specific communication.
Perreault & McCarthy (1996:480) point out the following:
Help introduce new products to specific target marketers.

Help position the firm‘s brand or market mix by informing and persuading
target customers or middlemen about its benefits.

Help obtain desirable outlets and tell customers where they can buy a
product.

Provide on-going contact with target customers- even when a salesperson
isn‘t available

Prepare the way for salespeople by presenting the company‘s name and
the merits of its products.

Getting immediate buying action.

Help to maintain relationships with satisfied customers and confirm their
purchase decisions.

The basic Public Relations and selling
Most often management does not consider Public Relations as aid to the sales team and
usually is consulted at the end of the promotion but with recent developments such as
teamwork has brought the Public Relations practitioner/ office as a full team member. It is
important to note that a salesperson who is motivated and believes in the product sells it far
better than one who is not.

Consumer-oriented planning
The AIDA principle coupled with careful advance planning can increase your chances of
success. Refer to your copy of the prescribed book on page 67 and review the following:
o Attention
o Interest
o Desire
o Action
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Public Relations & Selling
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Product knowledge
Prospecting
Approach
Establishing needs
Presentation
Persuasion