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Chapter 17
Advertising and Public Relations
Advertising
A persuasive message carried by a nonpersonal
medium and paid for by an identified sponsor.
Two types:
 Product advertising
 Institutional advertising
Institutional Advertising
Advertising designed
to promote an
organizational image
or to build goodwill.
Example:
“Responsibility
matters”
Advocacy Advertising
 Advertising in which an
organization expresses
its views on
controversial issues or
responds to media
attacks
Product Advertising
Advertising promoting a specific
product.
Two types:
 Direct-action advertisement:
stimulates immediate purchase
 Indirect-action advertisement:
stimulates sales over the long run.
Product Advertising
 Pioneering
 Competitive
 Comparative
Creative Decisions in
Advertising
Advertising
Campaign
A series of related
advertisements focusing
on a common theme,
slogan, and set of
advertising appeals.
Creative Decisions in
Advertising
Determine the
advertising objectives
Make creative decisions
Make media decisions
Evaluate the campaign
Some Specific Advertising
Objectives Might Include:
 Sales lead
generation
 Increasing brand
awareness
 Increasing repeat
purchases
 Increasing
consumption by
current users
Creative Decisions
Identify
product benefits
Develop and evaluate
advertising appeals
Execute
the message
Evaluate the
campaign’s effectiveness
Identify Product Benefits
 What is the attribute?
 What is the benefit?
The Advertising Appeal
 Identifies the reason
for a person to buy a
product
 Unique Selling
Proposition
 Common Advertising
Appeals:
 Profit
 Health
 Love or romance
 Fear
 Fun
 Vanity
 Environmentalism
Executing the Message
Scientific
Musical
Slice-ofLife
Spokesperson/
Testimonial
Demonstration
Mood or
Image
Lifestyle
Real/
Animated
Product
Symbols
Fantasy
Humorous
When developing media strategy, answer
these two questions:
 Which media will
effectively and
efficiently get the
message to the
desired audience?
 What scheduling of
these media will
neither bore nor
allow people to
forget?
Media
Advantages/Disadvantages
Newspapers:
+ Convenient & quick
- Poor quality of print
Magazines:
+ Long-life ad
- Clutter
Media Advantages/Disadvantages
Television:
+ Audio-visual
+ Very high reach
- Expensive & perishable
Radio:
+ Flexible
+ Inexpensive
- Clutter & perishable
Media
Advantages/Disadvantages
Internet
+ Inexpensive
+ High reach: worldwide
- Cannot reach noncomputer users
Outdoor ads
+ High reach & frequency
+ Inexpensive
- Brevity of message
Creating a Media Plan
 Cost per contact
 Reach
 Frequency
 Gross Rating Points
 Audience Selectivity
Media Scheduling
Continuous
Media Schedule
Advertising is run steadily
throughout the period.
Flighted
Media Schedule
Advertising is run heavily every
other month or every two weeks.
Pulsing
Media Schedule
Advertising combines continuous
scheduling with flighting.
Seasonal
Media Schedule
Advertising is run only when the
product is likely to be used.
Evaluating Advertising
 Pretesting:
 Focus groups
 Quantitative studies
 Posttesting:
 Recall tests
 Changes in attitudes
 Generating inquiries
 Sales performance
Ethical Issues in Advertising
 Deceptive Advertising
 Misleading advertising
 Bait-and-switch
 Puffery
 Public Standards
 Quality of Children’s Lives
Public Relations
Public Relations
The element in the
promotional mix that:
 evaluates public attitudes
 identifies issues of public
concern
 executes programs to gain public
acceptance
Publicity versus Public Relations
Functions of Public Relations
Press relations
Product publicity
Corporate communication
Public affairs
Lobbying
Employee and investor relations
Crisis management
Public Relations Tools
New product publicity
Product placement
Consumer education
Event sponsorship
Issue sponsorship
Internet Web sites
Managing Unfavorable
Publicity
Crisis
Management
A coordinated effort
to handle the effects
of unfavorable
publicity or of an
unfavorable event.