Download Marketing Chapter 12 Lecture Presentation - Public Relations

Advertising and Public Relations
Bluefield College
November 11, 2010
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.
Major Advertising Decisions
 Developing advertising strategy:
– Selecting advertising media.
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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.
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:
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Cost.
Audience quality.
Audience engagement.
Editorial quality.
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.
Evaluating Advertising and Return
on Advertising Investment
 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.
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:
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Press relations or press agency.
Product publicity.
Public affairs.
Lobbying.
Investor relations.
Development
Public Relations Role and Impact
 Public relations:
– May strongly impact public awareness at a lower cost
than advertising.
– Can yield excellent results.
– Is beginning to play an increasingly important brandbuilding role.
 Major Public Relations Tools
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News
Speeches
Special events
Written materials
Audiovisual materials
 Corporate identity materials
 Public service activities
 Buzz marketing & social
networking
 Company Web site