1. Advertising and Public Relations Chapter 15

2. 15- 1 Definition Advertising  Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor.

3. 15- 2 Major Advertising Decisions

4. 15- 3 Advertising Advertising objectives can be classified by primary purpose:  Inform  Introducing new products  Persuade  Becomes more important as competition increases  Comparative ads  Remind  Most important for mature products Setting objectives Setting the budget Developing the advertising strategy Evaluating advertising campaigns Key Decisions:

5. 15- 4 Advertising Methods of budget setting were listed in chapter 15 Several factors should be considered when setting the ad budget:  Stage in the PLC  Market share  Level of competition  Ad clutter  Degree of brand differentiation Setting objectives Setting the budget Developing the advertising strategy Evaluating advertising campaigns Key Decisions:

6. 15- 5 Advertising Creative challenges  Media fragmentation  Soaring media costs  Advertising clutter Creating ad messages  Message strategy  Creative concept  Advertising appeal  Message execution  Many execution styles  Tone, format, illustration, headline, copy Setting objectives Setting the budget Developing the advertising strategy Evaluating advertising campaigns Key Decisions:

7. 15- 6 Advertising Creative Execution Styles Slice of Life LifestyleFantasy Mood or Image Testimonial Evidence or Endorsement Musical Personality Symbol Technical Expertise Scientific Evidence

8. 15- 7 Advertising Select advertising media  Decide on level of reach, frequency and impact  Choose among the major media types by considering:  Consumer media habits, nature of the product, types of messages, and costs  Select specific media vehicles  Decide on media timing Setting objectives Setting the budget Developing the advertising strategy Evaluating advertising campaigns Key Decisions:

9. 15- 8 Advertising Major Media Types Newspapers Newspapers Television Television Direct Mail Direct Mail Radio Radio Magazines Magazines Outdoor Outdoor Internet Internet

10. 15- 9 Advertising Measuring communications effects  Copy testing  Consumer recall  Product awareness  Product knowledge  Product preference Measuring sales effect  Past vs. current sales comparison  Experimentation Setting objectives Setting the budget Developing the advertising strategy Evaluating advertising campaigns Key Decisions:

11. 15- 10 Turkish Market Communication Expenditures (2011) MediaMTL % of Total TV2.63257,8 Internet3277,2 Radio1212,7 Outdoor3136,9 Magazines1002,2 NewspaperCinemaTOTAL1002564.55122,01,2100,0

12. 15- 11 Turkish Communications Environment (2010) MediaCountNewspaper TV National National Regional Regional Local Local249241521032Magazines85 Ad Agency Radio National National Regional Regional Local Local1.062359892985 Media Agency 12

13. 15- 12 Public Relations:  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. Definition

14. 15- 13 Public Relations Public Relations Functions Press Relations Product Publicity Public Affairs Lobbying Investor Relations Development

15. 15- 14 Role & Impact of Public Relations  Advantages:  Strong impact on public awareness at a lower cost than advertising  Greater credibility than advertising  Publicity is often underused  Good public relations can be a powerful brand-building tool Public Relations

16. 15- 15 Public Relations Public Relations Tools NewsSpeeches Corporate Identity Materials Mobile Marketing Special Events Written Materials Audiovisual Materials Public Service Activities