1. Advertising and Public Relations
Bluefield College
November 11, 2010

2. 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.

3. 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.

4. 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.

5. 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.

6. 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.

7. 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

8. 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