Download Ch 13

One to Many:
Advertising, Public Relations, and
Consumer Sales Promotions
Chapter Thirteen
© 2012 Pearson Education, Inc. publishing as Prentice-Hall.
Chapter Objectives
 Tell what advertising is, describe the major
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types of advertising, and discuss some of the
criticisms of advertising
Describe the process of developing an
advertising campaign and how marketers
evaluate advertising
Explain the role of public relations and the steps
in developing a public relations campaign
Explain what sales promotion is, and describe
the different types of consumer sales
promotions activities
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Real People, Real Choices:
Decision Time at Brownstein Group Brand
Communication

How should the firm respond to the
competitive marketing communications
attack launched against their client’s new
product?
• Option 1: Clearly define the new product
• Option 2: Fire back
• Option 3: Launch a guerrilla marketing
strategy that attacks the rival more subtly
than a major advertising campaign
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Advertising:
The Image of Marketing
 Expenditures on traditional advertising
are declining
 Marketers are diverting more money
into alternative media
 Advertising is still best way to reach
mass audiences
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Types of Advertising
 Product advertising:
Focuses on a specific good or service
 Institutional advertising:
Promotes the activities, personality, or
point of view of an organization or
company
• Corporate advertising
• Advocacy advertising
• Public service announcements (PSA)
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Types of Advertising
 Retail and local advertising:
Encourages customers to shop at a
specific store or use a local service
• Ad copy discusses store hours,
locations, sales, and featured products
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Who Creates Advertising?
 Advertising campaign:
A coordinated, comprehensive plan
that carries out promotion objectives
and results in a series of ads placed in
media over a period of time
 Outside agencies are often retained to
oversee campaigns:
• Limited-service agency
• Full-service agency
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User-Generated Advertising Content: Do-itYourself Advertising and Crowdsourcing
 User-generated content (UGC) or
consumer-generated media (CGM)
• Must be monitored and encouraged
More
trustworthy
The internet is primary source of
information for many consumers
Do-it-yourself (DIY) ads offer several
benefits
Crowdsourcing can be helpful
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Ethical Issues in Advertising

Ethical criticisms of advertising:
• Advertising is manipulative
• Advertising is deceptive and untruthful
 Greenwashing
 Corrective
advertising
 Puffery
• Advertising is offensive and in bad taste
• Advertising creates and perpetuates
•
stereotypes
Advertising causes people to buy things that
they don’t really need
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Develop the Advertising Campaign
 Step 1: Identify the target audience
• Research identifies audiences
 Step 2: Establish message and budget
objectives
• Advertising message and budget
objectives must be consistent with the
overall campaign
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Develop the Advertising Campaign

Step 3: Create the ads
• Creative strategy:
•
•
•
The process that turns a concept into an
advertisement
Advertising appeal:
The central idea or theme of the ad
Execution format:
Basic structure of the message
Tonality:
The mood or attitude the message conveys
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Develop the Advertising Campaign
 Step 4: Pretest what the ads will say
• Pretesting:
Research method that seeks to
minimize mistakes by getting consumer
reactions to ad messages before they
appear in the media
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Develop the Advertising Campaign
 Step 5: Choose the media type(s) and
media schedule
• Media planning:
The process of developing media
objectives, strategies, and tactics
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Where To Say It: Traditional Media
 Each of the traditional media has pros
and cons that include:
• Television
• Radio
• Newspapers
• Magazines
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Where To Say It: Digital Media
 Digital media takes many forms
• Own, paid, and earned media
• Website advertising
• Banners and buttons
• Pop-up ads
• Search engines and directory listings
• E-mail advertising
• Mobile advertising
• Video sharing
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Where To Say It: Branded
Entertainment
 Branded entertainment
A form of advertising in which
marketers integrate products into
entertainment venues
• Product placements
• Advergaming
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Where To Say It: Support Media
 Support media reaches people who are
not reached by mass media advertising
include:
• Directories
• Out-of-home media
• Place-based media
• RFID technology
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When To Say It: Media Scheduling
 Media schedule:
• Specifies exact media to use and when
to use it
 Quantitative factors used in media
scheduling:
• Reach
• Frequency
• Gross rating points (GRPs)
• Cost per thousand
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Media Scheduling: How Often To Say It

Typical advertising patterns:
• Continuous schedule:
•
•
Steady stream of advertising throughout year
Pulsing schedule:
Varies the amount of advertising based on
when the product is likely to be demanded
Flighting schedule:
Advertising in short, intense bursts,
alternated with periods in which no
advertising is done
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Develop the Advertising Campaign
 Step 6: Evaluate the advertising
• Posttesting
Research on consumers’ responses to
advertising they have seen or heard:
Unaided recall
Aided recall
Attitudinal measures
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Public Relations
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Public relations (PR):
Communication function that seeks to build
good relationships with an organization’s
publics
Proactive PR activities stem from a firm’s
marketing objectives
• Publicity
PR is critical when a firm’s image is at risk
due to negative publicity
• Crisis management
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Planning a Public Relations
Campaign
 Multistep process includes:
• Developing PR objectives
Several
objectives exist
• Executing PR objectives
A
variety of actions can be used
• Evaluating PR objectives
See
Table 13.3
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Objectives of Public Relations

Typical objectives include:
• Introduce new products to manufacturers
• Introduce new products to consumers
• Influence government legislation
• Enhance the image of a firm
• Provide advice and counsel
• Enhance the image of a city, region, or
•
•
country
Manage a crisis
Call attention to a firm’s involvement with the
community
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Public Relations Tactics
 Press releases
 Corporate identity
(various forms)
 Media relations
 Internal PR
 Sponsorships
 Investor relations  Special events
 Lobbying
 Guerilla
 Speech writing
marketing
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Sales Promotion
 Sales promotions:
Programs designed to build interest in
or encourage purchase of a product
during a specified period of time
• Deliver short-term sales results
• Can target end consumers, channel
partners, and/or employees
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Sales Promotion Directed
Toward Consumers
 Price-based consumer sales promotion
include:
• Coupons
• Price deals, refunds, and rebates
• Frequency (loyalty/continuity) programs
• Special/bonus packs
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Sales Promotion Directed
Toward Consumers
 Attention-getting consumer promotions
include:
• Contests and sweepstakes:
Contests
are based on skill
Sweepstakes are based on chance
• Premiums
• Sampling:
The
premiere technique for generating
new product trial
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Real People, Real Choices:
Decision Made at BzzAgent
 Marc chose option 1
• Why do you think that Marc and the
client decided to define the brand more
clearly in the wake of attacks by their
rival, rather than responding in kind or
launching a more subtle guerrilla
marketing campaign?
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Keeping It Real: Fast-Forward to
Next Class Decision Time at Woodtronics
 Meet Jeffrey Brechman, a principal of
the Woodtronics firm
 Woodtronics designs and builds
trading room furniture, command
centers, and network control centers
 The decision to be made:
Should Jeffrey sell the new or original
product to the Jersey City client?
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States of America
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