Chapter 17 Advertising and Public Relations. Topics For Tonight Advertising – Definition of Advertising – Effects of Advertising – Types – Ad Agencies.

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Presentation transcript:

Chapter 17 Advertising and Public Relations

Topics For Tonight Advertising – Definition of Advertising – Effects of Advertising – Types – Ad Agencies and their Role – Creative Decisions – Media Selection Major Media Media Selection/ and Factors in Public Relations – Definition – Why Public Relations is Different Than Advertising – Public Relations Tools

Effects Advertising response function Market Share 10 Leading Advertisers in US in 2011

“Muscling Past Mayhem: Geico Rides Giant Ad Budget Past Allstate Consistent Messaging, Relentless Spending Allow Insurer to Move Into No. 2 Position” What was Geico market share in 1996? What happened….who invested in it? Who is Warren Buffett? What has been Geico’s strategy? – Lets compare that to others. – Who is #1 How has the advertising worked at Geico? (where are they now)

Types of Advertising Institutional Product Advocacy

The Role of an Ad Agency

Advertising Management: Creative Decisions The Appeals Message Execution – Slice of Life …..Payton Manning Humming Nationwide – Testimonial – Humor All of Geico’s ads – Demonstration

Execution Styles P ://

Advertising Management: Media Decisions Major Media – Expenditures (page 623…pie chart) – Advantages and disadvantages TV Radio Newspaper Outdoor Direct Mail Magazines

Media Selection Factors Selectivity Cost per contact Reach Frequency Scheduling

Pubic Relations Definition Why its different (from other three elements in the promotion mix) Condition as an activity. Deals with core human values.

Tools Publicity More effective Lower cost Press Relations New Release Product Placement Consumer Education Sponsorships Events Issues

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