Transcript Objectives - Cameron School of Business

Chapter 16:
Advertising and
Public Relations
Pride/Ferrell
Foundations of Marketing
Fourth Edition
Prepared by Milton Pressley
University of New Orleans
© 2011 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Objectives
1. Describe the nature and types of advertising.
2. Explain the major steps in developing an
advertising campaign.
3. Identify who is responsible for developing
advertising campaigns.
4. Recognize the tools used in public relations.
5. Understand how public relations is used and
evaluated.
© 2011 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Advertising
• Paid nonpersonal
communication about
an organization and
its products
transmitted to a target
audience through
mass media
© 2011 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Types of Advertising
• Institutional advertising – Promotes organizational images, ideas,
and political issues
• Advocacy advertising – Promotes a company’s position on a public
issues
• Product advertising – Promotes products’ uses, features, and
benefits
• Pioneer advertising – Tries to stimulate demand for a product
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•
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category with information about the product
Competitive advertising – Tries to stimulate demand for a product
with information about the product’s advantages
Comparative advertising – Compares the brand to one or more
other brands
Reminder advertising – Reminds customers about an established
brand’s uses, characteristics, and benefits
Reinforcement advertising – Assures users they chose the right
brand
© 2011 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Advertising Campaign
• An advertising campaign involves designing
a series of advertisements and placing them
in various media in order to reach a
particular target audience.
© 2011 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Eight Steps to Developing an
Advertising Campaign
• Designing a series of advertisements and placing them in
various advertising media to reach a particular target
audience
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Identifying and Analyzing the
Target Audience
• Target audience - The
group of people at
whom advertisements are
aimed
Target Audience
LG produces a front-loading,
high-efficiency steam washer.
Who is the target audience for
this ad?
© 2011 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Steps in Developing an Advertising
Campaign
• Advertising Objectives
- What the firm hopes to accomplish with the campaign
Stated clearly
Be precise
In measurable terms
• Advertising Platform
- Basic issues or selling points to be included in the
advertising campaign
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Advertising Platform
Advertising Platform
An advertising platform normally contains multiple issues or selling points.
© 2011 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Advertising Appropriation
• Is the total amount of money a marketer
allocates for advertising during a specific
period of time.
• Is the advertising budget for a specific
period
© 2011 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Advertising Appropriation
© 2011 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Determining the Advertising
Appropriation
• Objective-and-task approach
- Budgeting for an advertising campaign by determining its objectives
and then calculating the cost of all the tasks needed to attain them
• Percent-of-sales approach
- Budgeting for an advertising campaign by multiplying the firm’s past
or expected sales by a standard percentage
• Competition-matching approach
- Budgeting for an advertising campaign by trying to match
competitors’ ad outlays
• Arbitrary approach
- Budgeting for an advertising campaign as specified by a by highlevel executive in the firm
© 2011 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Advertising Appropriation
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Developing the Media Plan
• Specifies media vehicles and schedule for
running the advertisements
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Advantages and Disadvantages of
Major Advertising Media
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Creating the Advertising Message
• Copy
- Storyboard
• Artwork
- Illustrations
- Layout
Components of a Print Ad
This Neutrogena ad contains all
of the major components of a
print advertisement.
© 2011 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Artwork
Black-and-White vs. Color
This ad highlights the importance of using color when advertising certain products.
© 2011 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Executing the Campaign
• Execution of an advertising campaign requires
extensive planning and coordination because
many tasks must be completed on time and
many people and firms are involved.
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Evaluating Advertising Effectiveness
• Pretest
- Evaluation of ads performed before a campaign begins
• Consumer jury
- A panel of a product’s actual or potential buyers who
pretest ads
• Posttest
- Evaluation of advertising effectiveness after the campaign
© 2011 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Evaluating Advertising
Effectiveness (cont’d)
• Recognition test
- Respondents are shown the actual advertisement and
asked whether they recognize it
• Unaided recall test
- Respondents identify advertisements they have seen
recently but are not shown any clues to help them
remember
• Aided recall test
- Similar to unaided recall tests but respondents are shown a
list of products, brands, company names or trademarks to
jog their memories
© 2011 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Public Relations
• Communication efforts
used to create and
maintain favorable
relations between an
organization and its
stakeholders
Annual Reports
Annual reports, when
appropriately designed, can
generate favorable public
relations.
© 2011 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Tools: News (Press) Release
• A short piece of copy
publicizing an event
or a product
Press Release
Press releases are often used
to spread news about a
company or its products.
© 2011 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Other Publicity Tools
• Feature article – A manuscript of up to 3,000
words prepared for a specific publication
• Captioned photograph – A photo with a brief
description of its contents
• Press conference – A meeting used to
announce a major news event
© 2011 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
After Reviewing This Chapter
You Should:
•
•
•
•
•
Know the nature and types of advertising.
Understand the major steps in developing an
advertising campaign.
Be able to identify who is responsible for
developing advertising campaigns.
Recognize the tools used in public relations.
Understand how public relations is used and
evaluated.
© 2011 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Key Concepts
•
Advertising
•
Percent-of-sales approach
•
Institutional Advertising
•
Competition-matching approach
•
Advocacy Advertising
•
Arbitrary approach
•
Product advertising
•
Media plan
•
Pioneer advertising
•
Cost comparison indicator
•
Competitive advertising
•
Regional issues
•
Comparative advertising
•
Copy
•
Reminder advertising
•
Storyboard
•
Reinforcement advertising
•
Artwork
•
Advertising campaign
•
Illustrations
•
Target audience
•
Layout
•
Advertising platform
•
Pretest
•
Advertising appropriation
•
Consumer jury
•
Objective-and-task approach
•
Posttest
© 2011 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Key Concepts (cont’d)
•
•
•
•
•
•
•
•
Recognition test
Unaided recall test
Public relations
Publicity
News release
Feature article
Captioned photograph
Press conference
© 2011 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.