Download Chapter 16 Advertising and Public Relations

Principles of
Contemporary Marketing
Kurtz & Boone
Chapter 16
Advertising and Public Relations
CHAPTER 16 Advertising and Public Relations
Chapter Objectives
1.
Identify the three major advertising objectives and the two
basic categories of advertising.
2.
List the major advertising strategies.
3.
Describe the process of creating an advertisement.
4.
Identify the major types of advertising appeals and discuss
their uses.
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CHAPTER 16 Advertising and Public Relations
Chapter Objectives
5.
List and compare the major advertising media.
6.
Outline the organization of the advertising function and the
role of an advertising agency.
7.
Explain the roles of cross-promotion, public relations,
publicity, and ethics in an organization’s promotional strategy.
8.
Explain how marketers assess promotional effectiveness.
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CHAPTER 16 Advertising and Public Relations
Types of Advertising
o Product advertising - Nonpersonal selling of a
particular good or service
o 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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CHAPTER 16 Advertising and Public Relations
Objectives of Advertising
o Informative advertising
o Persuasive advertising
o Reminder advertising
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CHAPTER 16 Advertising and Public Relations
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CHAPTER 16 Advertising and Public Relations
Advertising Strategies
o Comparative advertising
o Celebrity testimonials
o Retail advertising
o Interactive advertising
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CHAPTER 16 Advertising and Public Relations
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CHAPTER 16 Advertising and Public Relations
Advertising Appeals
o Fear appeals
o Humor in advertising messages
o Ads based on sex
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CHAPTER 16 Advertising and Public Relations
Developing and Preparing Ads
o Goals:
o Gain attention and interest
o Inform or persuade
o Lead to purchase or other desired action
o After conceiving an idea, ads must be refined from
rough sketch to finished layout
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CHAPTER 16 Advertising and Public Relations
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CHAPTER 16 Advertising and Public Relations
Media Scheduling
o Setting the timing and sequence for a series of
advertisements
o Influenced by a variety of factors:
o Seasonal sales patterns
o Repurchase cycles
o Competitors’ activities
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CHAPTER 16 Advertising and Public Relations
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CHAPTER 16 Advertising and Public Relations
Public Relations
o Firm’s communications and relationships with its
various publics, including customers, employees,
stockholders, suppliers, and government agencies
o Serves broader objectives than those of other
components of promotional strategy
o The PR department links the firm and the media
o The Internet gives PR representatives more direct
access to the public
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CHAPTER 16 Advertising and Public Relations
Marketing and Nonmarketing
Public Relations
o Nonmarketing public relations - A company’s
messages about general management issues
o Marketing public relations (MPR) - Narrowly focused
public relations activities that directly support
marketing goals
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CHAPTER 16 Advertising and Public Relations
Publicity and Cross-Promotion
o 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
o Cross-promotion - Promotional technique in which
marketing partners share the cost of a promotional
campaign that meets their mutual needs
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CHAPTER 16 Advertising and Public Relations
Measuring Advertising Effectiveness
o Media research - Assesses how well a particular
medium delivers a message, where and when to place
the message, and the size of the audience
o Message research - Tests consumer reactions to an
advertisement’s creative message through pretesting
and posttesting
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CHAPTER 16 Advertising and Public Relations
Measuring Public Relations Effectiveness
o The simplest and least costly method
o Whether the target audience received, paid attention to,
understood, and retained the messages directed to them
o Count the number of media placements and gauge the
extent of media coverage
o Conduct focus groups, interview opinion leaders, and
more detailed and extensive opinion polls
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CHAPTER 16 Advertising and Public Relations
Advertising Ethics
o Advertising to children
o Insertion of product messages in media programs
without full disclosure of the marketing relationship to
audiences
o Use of cookies in online advertising
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CHAPTER 16 Advertising and Public Relations
Puffery and Deception
o Puffery - Exaggerated claims of a product’s superiority
or the use of subjective or vague statements that may
not be literally true
o The Uniform Commercial Code standardizes sales
and business practices throughout the United States
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