1. Chapter 16 Advertising and Public Relations
Principles of
Contemporary Marketing
Kurtz & Boone
Chapter 16 Advertising and Public Relations

2. Chapter Objectives
Identify the three major advertising objectives and the two basic categories of advertising.
List the major advertising strategies.
Describe the process of creating an advertisement.
Identify the major types of advertising appeals and discuss their uses.
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3. Chapter Objectives List and compare the major advertising media.
Outline the organization of the advertising function and the role of an advertising agency.
Explain the roles of cross-promotion, public relations, publicity, and ethics in an organization’s promotional strategy.
Explain how marketers assess promotional effectiveness.
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4. Types of Advertising
Product advertising - Nonpersonal selling of a particular good or service
Institutional advertising - Promotion of a concept, an idea, a philosophy, or the goodwill of an industry, company, organization, person, geographic location, or government agency
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5. Objectives of Advertising
Informative advertising
Persuasive advertising
Reminder advertising
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7. Advertising Strategies
Comparative advertising
Celebrity testimonials
Retail advertising
Interactive advertising
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9. Advertising Appeals Fear appeals Humor in advertising messages
Ads based on sex
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10. Developing and Preparing Ads
Goals:
Gain attention and interest
Inform or persuade
Lead to purchase or other desired action
After conceiving an idea, ads must be refined from rough sketch to finished layout
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12. Media Scheduling
Setting the timing and sequence for a series of advertisements
Influenced by a variety of factors:
Seasonal sales patterns
Repurchase cycles
Competitors’ activities
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14. Public Relations
Firm’s communications and relationships with its various publics, including customers, employees, stockholders, suppliers, and government agencies
Serves broader objectives than those of other components of promotional strategy
The PR department links the firm and the media
The Internet gives PR representatives more direct access to the public
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15. Marketing and Nonmarketing Public Relations
Nonmarketing public relations - A company’s messages about general management issues
Marketing public relations (MPR) - Narrowly focused public relations activities that directly support marketing goals
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16. Publicity and Cross-Promotion
Publicity - Nonpersonal stimulation of demand for a good, service, place, idea, person, or organization by unpaid placement of significant news regarding the product in a print or broadcast medium
Cross-promotion - Promotional technique in which marketing partners share the cost of a promotional campaign that meets their mutual needs
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17. Measuring Advertising Effectiveness
Media research - Assesses how well a particular medium delivers a message, where and when to place the message, and the size of the audience
Message research - Tests consumer reactions to an advertisement’s creative message through pretesting and posttesting
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18. Measuring Public Relations Effectiveness
The simplest and least costly method
Whether the target audience received, paid attention to, understood, and retained the messages directed to them
Count the number of media placements and gauge the extent of media coverage
Conduct focus groups, interview opinion leaders, and more detailed and extensive opinion polls
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19. Advertising Ethics Advertising to children
Insertion of product messages in media programs without full disclosure of the marketing relationship to audiences
Use of cookies in online advertising
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20. Puffery and Deception
Puffery - Exaggerated claims of a product’s superiority or the use of subjective or vague statements that may not be literally true
The Uniform Commercial Code standardizes sales and business practices throughout the United States
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