Principles of Marketing, Seventeenth Edition

Principles of Marketing, Seventeenth Edition

Principles of Marketing Seventeenth Edition Chapter 15 Advertising and Public Relations Copyright 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved. Learning Objectives

15-1 Define the role of advertising in the promotion mix. 15-2 Describe the major decisions involved in developing an advertising program. 15-3 Define the role of public relations in the promotion mix. 15-4 Explain how companies use PR to communicate with their publics. Copyright 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved.

Learning Objective 1 Define the role of advertising in the promotion mix. Copyright 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved. Advertising Advertising is any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor.

Copyright 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved. Advertising Copyright 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved. Learning Objective 2 Describe the major decisions involved in developing an advertising program.

Copyright 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved. Setting Advertising Objectives An advertising objective is a specific communication task to be accomplished with a specific target audience during a specific time.

Copyright 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved. Setting Advertising Objectives Informative advertising is used when introducing a new product category to build primary demand. Persuasive advertising is important with increased competition to build selective demand. Comparative advertising is when a company compares its brand with other brands.

Reminder advertising is important with mature products to help maintain customer relationships and keep customers thinking about the product. Copyright 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved. Setting Advertising Objectives Copyright 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved.

Setting the Advertising Budget Factors to Consider Stage in product life cycle Market share Competition Copyright 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved. 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 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved. Developing Advertising Strategy Creating the Advertising Message and

Brand Content Advertising clutter: Todays consumers, armed with an arsenal of weapons, can choose what they watch and dont watch. Increasingly, they are choosing not to watch ads. Copyright 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved. Developing Advertising Strategy

Creating the Advertising Message and Brand Content Merging advertising and entertainment: Madison & Vinethe intersection of Madison Avenue and Hollywood represents the merging of advertising and entertainment. Native advertisingadvertising or other brand-produced online content that looks in form and function like the other natural content surrounding it on a web or social media platform. Copyright 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved.

Developing Advertising Strategy Creating the Advertising Message and Brand Content Message and content strategy: The first step in creating effective advertising content is to plan a message strategythe general message that will be communicated to consumers. Identifies consumer benefits Follows from companys broader positioning and customer value creation strategies

Copyright 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved. Developing Advertising Strategy Creating the Advertising Message and Brand Content The creative concept is the compelling big idea that will bring an advertising message strategy to life in a distinctive and memorable way. Characteristics of the appeals should be: Meaningful

Believable Distinctive Copyright 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved. Developing Advertising Strategy Creating the Advertising Message and Brand Content Message execution is when the advertiser turns the big idea into an actual ad execution that will capture the target markets attention and interest.

The creative team must find the best approach, style, tone, words, and format for executing the message. Copyright 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved. Developing Advertising Strategy Message Execution Styles Copyright 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved.

Developing Advertising Strategy Creating the Advertising Message and Brand Content Message execution also includes: Tone Positive or negative Attention-getting words Format

Illustration Headline Copy Copyright 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved. Developing Advertising Strategy Creating the Advertising Message and Brand Content Consumer-generated content:

Consumers submit ad message ideas, videos, and other brand content. Incorporates the voice of the customer into brand messages Generates greater customer engagement Copyright 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved.

Developing Advertising Strategy Selecting Advertising Media The major steps in advertising media selection are: Determining reach, frequency, impact, and engagement Choosing among major media types Selecting specific media vehicles Choosing media timing

Copyright 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved. Developing Advertising Strategy 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.

Engagement is a measure of things such as ratings, readership, listenership, and click-through rates. Copyright 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved. Developing Advertising Strategy Copyright 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved.

Developing Advertising Strategy Selecting Advertising Media Selecting specific media vehicles involves decisions presenting the message effectively and efficiently to the target customer and must consider the messages: Impact Effectiveness Cost

Copyright 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved. Developing Advertising Strategy Selecting Advertising Media Deciding on media timing: When deciding on media timing, the planner must consider: Seasonality Pattern of the advertising

Continuityscheduling evenly within a given period Pulsingscheduling unevenly within a given period Copyright 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved. Evaluating Advertising Effectiveness and Return on Advertising Investment

Return on advertising investment is the net return on advertising investment divided by the costs of the advertising investment. Copyright 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved. Evaluating Advertising Effectiveness and Return on Advertising Investment Communication effects indicate whether the ad and media are communicating the ad message well and can be tested before or

after the ad runs. Sales and profit effects compare past sales and profits with past expenditures or through experiments. Copyright 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved. Other Advertising Considerations Organizing for advertising Agency vs. in-house

International advertising decisions Standardization or Adaptation Copyright 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved. Learning Objective 3 Define the role of public relations in the promotion mix. Copyright 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved.

Public Relations Public relations involves building good relations with the companys various publics by obtaining favorable publicity, building up a good corporate image, and handling or heading off unfavorable rumors, stories, and events. Copyright 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved. 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 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved. 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 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved.

Public Relations The Role and Impact of PR Lower cost than advertising Stronger impact on public awareness than advertising Has power to engage consumers and make them part of the brand story Copyright 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved. Learning Objective 4

Explain how companies use PR to communicate with their publics. Copyright 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved. Public Relations Major Public Relations Tools Copyright 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved.

Copyright Copyright 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved.

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