Survey
* Your assessment is very important for improving the workof artificial intelligence, which forms the content of this project
* Your assessment is very important for improving the workof artificial intelligence, which forms the content of this project
Chapter Fifteen Advertising and Public Relations Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall Chapter 15 - slide 1 Advertising and Public Relations Topic Outline Advertising – Objectives – Budget – Strategy – Effectives Public Relations – Role and impact – Tools Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter 15 - slide 2 The Promotion Mix Promotion Mix Marketing Mix P1: Product P2: Place P3: Price •Advertising •Publicity •Packaging •Direct marketing •Sponsorship •Personal selling •Sales promotion •Public relation P4:Promotion Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter 15 - slide 3 The Marketing Communications Mix Advertising Sales Promotion Public Relations Personal Selling Direct Marketing Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall Any Paid Form of Nonpersonal Presentation by an Identified Sponsor. Short-term Incentives to Encourage Trial or Purchase. Protect and/or Promote Company’s Image/products. Personal Presentations. Direct Communications With Individuals to Obtain an Immediate Response. Chapter 15 - slide 4 Advertising • Advertising is any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor. o U.S. advertisers spend in excess of $175 billion each year. Advertising is used by: Business firms Nonprofit organizations Professionals Social Agencies Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter 15 - slide 5 Ways to Handle Advertising Sales Departments in Small Companies Advertising Departments in Larger Companies Advertising Agency Firm that Assists Companies in Planning, Preparing, Implementing and Evaluating Their Advertising Programs . wady Copyright © 2010 Pearson Education,dr Inc. Publishing as Prentice Hall Chapter 15 - slide 6 MEASUREEMENT The Five Ms Of Advertising Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter 15 - slide 7 The meaning of The Five Ms Of Advertising Mission money Message What are the advertising objective? How much can be spend ? What message should send? Media What media should be used? Measurement How should the results be evaluated? Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter 15 - slide 8 Major Decisions in Advertising Developing and Advertising Programs Figure 1 : Major advertising decisions Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter 15 - slide 9 Advertising Setting Advertising Objectives An advertising objective is a specific communication task to be accomplished with a specific target audience during a specific time Objectives are classified by primary purpose • Inform • Persuade • Remind Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter 15 - slide 10 Setting Objectives Informative Advertising Build Primary Demand Comparison Advertising Compares One Brand to Another Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall Persuasive Advertising Build Selective Demand Reminder Advertising Keeps Consumers Thinking About a Product. Chapter 15 - slide 11 Advertising Setting Advertising Objectives Informative advertising is used when introducing a new product category; the objective is to build primary demand Comparative advertising directly or indirectly compares the brand with one or more other brands Persuasive advertising is important with increased competition to build selective demand Reminder advertising is important with mature products to help maintain customer relationships and keep customers thinking about the product Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter 15 - slide 12 Table 15.1 Possible Advertising Objectives Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter 15 - slide 13 The advertising objectives should emerge from a thorough analysis of the current marketing situation If the product class is mature , the company is the market leader and brand usage is low. Then the proper objective should be to stimulate more usage If the product class is new, the company is not the market leader But the brand is superior the leader Then the proper objective is The convince the market of the brands superiority Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter 15 - slide 14 Setting the Advertising Budget Advertising Budget Methods Affordable, Percentage of Sales, Competitive-Parity and Objective-and-Task Product Differentiation Advertising Frequency Stage in the Product Life Cycle Factors in Setting the Advertising Budget Market Share Competition and Clutter Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter 15 - slide 15 Advertising Setting the Advertising Budget Product life-cycle stage • New products require larger budgets • Mature brands require lower budgets Market share • Building or taking market share requires larger budgets • Markets with heavy competition or high advertising clutter require larger budgets • Undifferentiated brands require larger budgets Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter 15 - slide 16 Advertising Developing Advertising Strategy Advertising strategy is the strategy by which the company accomplishes its advertising objectives and consists of: • Creating advertising messages • Selecting advertising media Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter 15 - slide 17 Click to add Strategy title Advertising Creating Advertising Messages Plan a Message Strategy General Message to Be Communicated to Customers Develop a Message Focus on Customer Benefits Creative Concept “Big Idea” Visualization or Phrase Combination of Both. Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall Advertising Appeals Meaningful Believable Distinctive Chapter 15 - slide 18 Advertising Creating the Advertising Message Advertisements need to break through the clutter: • Gain attention • Communicate well Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter 15 - slide 19 Advertising Creating the Advertising Message Advertisements need to be better planned, more imaginative, more entertaining, and more rewarding to consumers • Madison & Vine—the intersection of Madison Avenue and Hollywood—represents the merging of advertising and entertainment in an effort to break through the clutter and create new avenues for reaching consumers with more engaging messages Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter 15 - slide 20 Advertising Creating the Advertising Message Message strategy Creative concept Message execution Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter 15 - slide 21 Advertising Creating the Advertising Message Message strategy is the general message that will be communicated to consumers • Identifies consumer benefits Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter 15 - slide 22 Advertising Creating the Advertising Message Creative concept is the idea that will bring the message strategy to life and guide specific appeals to be used in an advertising campaign Characteristics of the appeals include: • Meaningful • Believable • Distinctive Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter 15 - slide 23 Advertising Creating the Advertising Message • Message execution is when the advertiser turns the big idea into an actual ad execution that will capture the target market’s attention and interest. • The creative team must find the best approach, style, tone, words, and format for executing the message. Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter 15 - slide 24 Advertising Creating the Advertising Message Slice of life Lifestyle Fantasy Mood or image Musical Personality symbol Technical expertise Scientific evidence Testimonial or endorsement Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter 15 - slide 25 Advertising Creating the Advertising Message Message execution also includes: • Tone – • • Positive or negative Attention-getting words Format – – – Illustration Headline Copy Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter 15 - slide 26 Advertising Creating the Advertising Message Consumer Generated Messages • YouTube videos • Brand Web site contests • Positives – – – – Low expense New creative ideas Fresh perspective on brand Boost consumer involvement Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter 15 - slide 27 Advertising Strategy Selecting Advertising Media Step 1. Decide on Reach, Frequency, and Impact Step 2. Choosing Among Major Media Types Step 3. Selecting Specific Media Vehicles Step 4. Deciding on Media Timing Step 5. Deciding on geographical Media allocation Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter 15 - slide 28 Step 1. Decide on Reach, Frequency, and Impact Selecting Advertising Media Reach is a measure of the percentage of people in the target market who are exposed to the ad campaign during a given period of time Frequency is a measure of how many times the average person in the target market is exposed to the message Impact is the qualitative value of a message exposure through a given medium Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter 15 - slide 29 Step 2. Choosing Among Major Media Types •The major media types are television , the internet , newspaper , direct mail , magazines , radio and outdoor. •Advertisers can also choose from a wide array of new digital media , such as cell phones and other digital devices. Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter 15 - slide 30 Step 2. Choosing Among Major Media Types •Target audience media habits. • Product characteristics. • Message characteristics. • Cost. Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter 15 - slide 31 Advertising Step 3 Selecting media vehicles involves decisions presenting the media effectively and efficiently to the target customer and must consider the message’s: • Impact • Effectiveness • Cost Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter 15 - slide 32 Step 3 • In selecting specific media vehicles, the media planner must balance media costs against several effectiveness factors such: 1. The planner should evaluate the media vehicle’s audience quality 2. The media planner should consider audience engagement 3. The planner should assess the vehicle's editorial quality Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter 15 - slide 33 Step 4: deciding on media timing • The advertiser must also decide how to schedule the advertising over the course of a year. Narrowcasting focuses the message on selected market segments • Lowers cost • Targets more effectively • Engages customers better Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter 15 - slide 34 Advertising Selecting Advertising Media When deciding on media timing, the planner must consider: • Seasonality • Pattern of the advertising – – Continuity—scheduling within a given period Pulsing—scheduling unevenly within a given period Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter 15 - slide 35 Step 5. Deciding on geographical Media allocation • The company makes “ notional buys “ when it placed advertising on national TV net or in nationally circulated magazines. • The company makes “ local buys “ when it placed advertising on local newspapers, radio, or outdoor site . Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter 15 - slide 36 Advertising Evaluation Advertising Program Evaluation Communication Effects Sales Effects Is the Ad Communicating Well? Is the Ad Increasing Sales? Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter 15 - slide 37 Advertising Evaluating the Effectiveness and Return on Advertising Investment Communication effects indicate whether the ad and media are communicating the ad message well and should be tested before or after the ad runs Sales and profit effects compare past sales and profits with past expenditures or through experiments Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter 15 - slide 38 Advertising Developing and Advertising Programs Other Advertising Considerations • Organizing for advertising – Agency vs. in-house • International advertising decisions – Standardization Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter 15 - slide 39 Public Relations • Public relations department functions include: • Press relations or press agency • Product publicity • Public affairs • Lobbying • Investor relations • Development Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter 15 - slide 41 Public Relations Press relations or press agency involves the creation and placing of newsworthy information to attract attention to a person, product, or service Product publicity involves publicizing specific products Public affairs involves building and maintaining national or local community relations Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter 15 - slide 42 Public Relations Lobbying involves building and maintaining relations with legislators and government officials to influence legislation and regulation Investor relations involves maintaining relationships with shareholders and others in the financial community Development involves public relations with donors or members of nonprofit organizations to gain financial or volunteer support Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter 15 - slide 43 Public Relations The Role and Impact of Public Relations • Lower cost than advertising • Stronger impact on public awareness than advertising Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter 15 - slide 44 Public Relations Major Public Relations Tools News Speeches Special events Written materials Audiovisual materials Corporate identity materials Public service activities Buzz marketing Social networking Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall Mobile tour marketing Internet Chapter 15 - slide 45 Click to add title Major Public Relations Decisions Setting Public Relations Objectives Choosing the Public Relations Messages and Vehicles Implementing the Public Relations Plan Evaluating Public Relations Results Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter 15 - slide 46