1. Principles of Marketing15
Principles of Marketing
Advertising and Public Relations

2. Developing Advertising Programs
Setting advertising objectives
Setting the advertising budget
Developing advertising strategy
Evaluating advertising campaigns
15-4

3. Developing Advertising Programs Setting Advertising Objectives
An advertising objective is a specific communication task to be accomplished with a specific target audience during a specific time
Objectives are classified by primary purpose
Inform
Persuade
Remind
15-5

4. Developing Advertising Programs Setting Advertising Objectives
Informative advertising is used when introducing a new product category; the objective is to build primary demand
Comparative advertising directly or indirectly compares the brand with one or more other brands
15-6

5. Developing Advertising Programs Setting Advertising Objectives
Persuasive advertising is important with increased competition to build selective demand
15-7

6. Developing Advertising Programs Setting Advertising Objectives
Reminder advertising is important with mature products to help maintain customer relationships and keep customers thinking about the product
15-8

7. Developing Advertising Programs Developing the Advertising Strategy
Advertising strategy is the strategy by which the company accomplishes its advertising objectives. It consists of two major elements: creating the advertising message and selecting the advertising media.
15-12

8. Developing Advertising Programs Creating the Advertising Message
Advertisements need to break through the clutter:
Gain attention
Communicate well
15-13

9. Developing Advertising Programs Creating the Advertising Message
Steps in creating effective advertising messages
Message strategy
Creative concept
Message execution
15-15

10. Developing Advertising Programs Creating the Advertising Message
Message strategy is the general message that will be communicated to consumers
Identifies consumer benefits
15-16

11. Developing Advertising Programs Creating the Advertising Message
Creative concept is the idea that will bring the message strategy to life and guide specific appeals to be used in an advertising campaign
Characteristics of the appeals include:
Meaningful
Believable
Distinctive
15-17

12. Developing Advertising Programs Creating the Advertising Message
Message execution captures the target market’s attention and interest and can include the following execution styles:
Slice of life
Lifestyle
Fantasy
Mood or image
Musical
Personality symbol
Technical expertise
Scientific evidence
Testimonial evidence or endorsement
15-18

13. Developing Advertising Programs Selecting Advertising Media
Major steps include:
Deciding on reach-frequency-impact
Selecting media vehicles
Deciding on media timing
15-20

14. Developing Advertising Programs Selecting Advertising Media
Reach is a measure of the percentage of people in the target market who are exposed to the ad campaign during a given period of time
Frequency is a measure of how many times the average person in the target market is exposed to the message
Impact is the qualitative value of a message exposure through a given medium
15-21

15. Developing Advertising Programs Selecting Advertising Media
Selecting media vehicles involves decisions that present the media effectively and efficiently to the target customer and must consider the message’s:
Impact
Effectiveness
Cost
15-22

16. Developing Advertising Programs Selecting Advertising Media
Narrowcasting versus shotgun approaches
Narrowcasting focuses the message on selected market segments
Lower cost
Targets more effectively
Engages customers better
15-23

17. Developing Advertising Programs
Evaluating Advertising Effectiveness and Return on Advertising Investment
Communication effects indicate whether the ad and media are communicating the ad message well and can be tested before or after the ad runs
Sales and profit effects compare past sales and profits with past expenditures or through experiments
15-27

18. Developing Advertising Programs Other Advertising Considerations
Organizing for advertising can include:
A salesperson in smaller companies
Advertising departments and outside agencies in larger companies
15-29

19. Developing Advertising Programs Other Advertising Considerations
International advertising decisions
Adapting to local markets
Standardization
Localization
15-31

20. Developing Advertising Programs Other Advertising Considerations
Standardization
Lower cost
More coordination
More consistency in image
Less responsive to consumer needs and expectations
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21. Developing Advertising Programs Other Advertising Considerations
Challenges in international advertising
Varying media costs
Regulations
Restrictions on media spending and the nature of the media claims
15-33

22. Pubic Relations
Public relations involves building good relations with the company’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 is used to promote product, people, ideas, and activities
15-34

23. The Role and Impact of Public Relations
Pubic Relations
The Role and Impact of Public Relations
Lower cost than advertising
Stronger impact on pubic awareness than advertising
15-38

24. Major Public Relations Tools
Pubic Relations
Major Public Relations Tools
News
Speeches
Special events
Written materials
Audiovisual materials
Corporate identity materials
Public service activities
Buzz marketing
Social networking
Mobile tour marketing
Internet
15-39