Advertising and Public Relations Bluefield College November 11, 2010

Major Advertising Decisions Consumer-generated messages: Tapping consumers for message ideas or actual ads can involve: Searching existing Web video sites. Holding contests or inviting consumers to submit ad message ideas and videos. Benefits of consumer-generated messages: Collects new ideas and fresh brand perspectives at relatively little expense. Boosts consumer involvement and gets consumers talking and thinking about the brand.

Major Advertising Decisions Developing advertising strategy: Selecting advertising media. Set reach, frequency, and impact goals. Choose among major media types. Select specific media vehicles. Decide on media timing. Deciding on reach, frequency, impact: Reach: Percentage of people exposed to ad campaign in a given time period. Frequency: Number of times a person is exposed to advertisement. Media Impact: The qualitative value of a message exposure through a given medium.

Major Advertising Decisions Each media type has specific advantages and disadvantages. Choosing among media types requires consideration of the: Medium’s impact Message effectiveness Cost The media mix should be regularly reexamined. Media vehicles: Specific media within each general media type, such as Newsweek. Factors to consider when choosing vehicles: Cost. Audience quality. Audience engagement. Editorial quality.

Major Advertising Decisions Marketers must also decide on media timing, or how to schedule the advertising over the course of a year. Follow seasonal pattern. Oppose seasonal pattern. Same coverage all year. Choose the pattern of the ads: Continuity. Pulsing.

Evaluating Advertising and Return on Advertising Investment The net return on advertising investment divided by the costs of the advertising investment. Evaluating advertising involves: Measuring the communication effects of an ad or campaign. Measuring the sales and profit effects of the ad campaign.

Public Relations Building good relations with the firm’s various publics by obtaining favorable publicity, building up a good corporate image, and handling or heading off unfavorable rumors, stories, and events. Public relations departments perform these functions: Press relations or press agency. Product publicity. Public affairs. Lobbying. Investor relations. Development

Public Relations Role and Impact May strongly impact public awareness at a lower cost than advertising. Can yield excellent results. Is beginning to play an increasingly important brand-building role. Major Public Relations Tools News Speeches Special events Written materials Audiovisual materials Corporate identity materials Public service activities Buzz marketing & social networking Company Web site