1、Advertising andPublic Relations18Chapter Learning Objectives To describe the nature and types of advertising To explore the major steps in developing an advertising campaign To identify who is responsible for developing advertising campaigns To examine the tools used in public relations To analyze h
2、ow public relations is used and evaluated2Chapter Outline The Nature and Types of Advertising Developing an Advertising Campaign Who Develops the Advertising Campaign Public Relations3The Nature and Types of Advertising AdvertisingPaid nonpersonal communication about an organization and its products
3、 transmitted to a target audience through mass mediaPromotes goods,services,ideas,images,issues,people,and anything else that advertisers want to publicize or foster4The Nature and Types of AdvertisingType Purpose Institutional Promotes organizational images,ideas,and political issues Advocacy Promo
4、tes a companys position on a public issue Product Promotes products uses,features,and benefits Pioneer Tries to stimulate demand for a product category rather than a specific brand by informing potential buyers about the product Competitive Points out a brands special features,uses,and advantages re
5、lative to competing brands Comparative Compares two or more brands on the basis of one or more product characteristics Reminder Reminds consumers about an established brands uses,characteristics,and benefits Reinforcement Assures users they chose the right brand and tells them how to get the most sa
6、tisfaction from it 5Developing an Advertising Campaign Advertising CampaignThe creation and execution of a series of advertisements to communicate with a particular target audience6General Steps in Developing andImplementing an Advertising CampaignFIGURE 18.17Developing an Advertising Campaign(contd
7、)Identifying and Analyzing the Target AudienceTarget audience is the group of people at whom advertisements are aimed Location and geographic distribution Distribution of demographic factors Lifestyle information Consumer attitudes8Developing an Advertising Campaign(contd)Defining the Advertising Ob
8、jectivesWhat does the firm hope to accomplish with the campaign?Objectives should be clear,precise,and measurable.Increased sales(units or dollars)and/or increased product or brand awareness9Developing an Advertising Campaign(contd)Creating the Advertising PlatformBasic issues or selling points to b
9、e included in the advertising campaign Issues in the selection and use of the product that are important to customers Determining the Advertising AppropriationAdvertising budget for a specified period Geographic size of the market and distribution of buyers within the market are important factors in
10、 determining the size of the budget10Developing an Advertising Campaign(contd)Determining the Advertising Appropriation(contd)Budgeting Approach Methodology Objective-and-Task Determining advertising objectives and then calculating the cost of all the tasks needed to attain them Percent-of-Sales Mul
11、tiplying the firms past and expected sales by a standard percentage based on what the firm has traditionally spent on advertising and the industry average for advertising spending Competition-Matching Setting the advertising budget to match competitors spending on advertising Arbitrary Setting the a
12、dvertising budget at a level specified by a high-level executive in the firm 1112Developing an Advertising Campaign(contd)Developing the Media PlanSpecifies media vehicles(e.g.,magazines,radio,and television stations,and newspapers)and the schedule for running the advertisementsPlan objectives focus
13、 on achieving the reach and frequency that the budget will allow.Reach:the percentage of consumers in a target market exposed to an advertisement in a specified period Frequency:the number of times targeted consumers are exposed to an advertisement in a specified period13Developing an Advertising Ca
14、mpaign(contd)Developing the Media Plan(contd)Cost comparison indicator A means of comparing the cost of vehicles in a specific medium in relation to the number of people reached The indicator is stated as the cost for exposing one thousand people(CPM)to an advertisement in a medium.Media scheduling
15、types Continuous Flighting Pulsing1415Developing an Advertising Campaign(contd)Creating the Advertising MessageProduct Features,Uses,and BenefitsCharacteristics of the Target AudienceAdvertising CampaignObjectives and PlatformChoice of MediaForm and Content of Advertising Message16Geographic Divisio
16、ns for Time Regional IssuesFIGURE 18.2Source:Time magazine.1718192021Developing an Advertising Campaign(contd)Creating the Advertising Message(contd)Copy:the verbal portion of advertisements Includes headlines,subheadlines,body copy,and signatureCopy guidelines Identify a specific desire or problem
17、Recommend the product as the best way to satisfy the desire or solve the problem State product benefits Substantiate advertising claims Ask the buyer to take action22Developing an Advertising Campaign(contd)Creating the Advertising Message(contd)Storyboard A mockup combining copy and visual material
18、 to show the sequence of major scenes in a commercial23Developing an Advertising Campaign(contd)Creating the Advertising Message(contd)Artwork An ads illustration and layoutIllustrations Photos,drawings,graphs,charts,and tables used to spark audience interestLayout The physical arrangement of an ads
19、 illustration and copy24Developing an Advertising Campaign(contd)Executing the CampaignPlanning and coordinationImplementation Detailed scheduling of campaign phases Evaluation and corrective action as necessary to make the campaign more effective25Developing an Advertising Campaign(contd)Evaluating
20、 Advertising EffectivenessEvaluation Assessment Pretest Evaluation of ads performed before a campaign begins Consumer Jury A panel of a products actual or potential buyers who pretest ads Posttest Evaluation of advertising effectiveness after the campaign Recognition Test A posttest in which individ
21、uals are shown the actual ad and asked if they recognize it Unaided Recall Test A posttest in which respondents identify ads they have recently seen but are given no recall clues Aided Recall Test A posttest that asks respondents to identify recent ads and provides clues to jog their memories 26Who
22、Develops the Advertising Campaign?IndividualsFirms Advertising DepartmentAdvertising AgencyAdvertising Advertising CampaignCampaign27Who Develops the Advertising Campaign?(contd)Individuals Persons within the firmAdvertising departments in larger firms Copywriters,artists,media buyers,and technical
23、production coordinators Advertising AgencyCopywriting,artwork,technical production,and formulation of the media plan Media experts,researchers,and legal advisers28Public Relations Public RelationsCommunications efforts used to create and maintain favorable relations between an organization and its s
24、takeholdersFocuses on enhancing the image of the total organization Public Relations ToolsWritten materials Brochures Newsletters Company magazines News releases Annual reports Corporate identity materials Speeches Sponsored events29Public Relations(contd)Publicity:a news story type of communication
25、 transmitted through a mass medium at no chargeNews release A short piece of copy publicizing an event or a productFeature article A manuscript of up to 3,000 words prepared for a specific publicationCaptioned photograph A photo with a brief description of its contentsPress conference A meeting used
26、 to announce major news events3031Public Relations(contd)Publicity(contd)Advantages Credibility News value Significant word-of-mouth communications A perception of being endorsed by the mediaLimitations Must be accepted by news media Must be timely,interesting,accurate,and in the public interest Ina
27、bility to control content or time of release to public32Public Relations(contd)Evaluating Public Relations EffectivenessEnvironmental monitoring Identifies changes in public opinion affecting the organizationPublic relations audit Assesses an organizations image among the public or evaluates the eff
28、ect of a specific public relations programCommunications audit Analyzes the content of organizational messages Social audit Measures the extent to which stakeholders view the organization as being socially responsible33Public Relations(contd)Dealing with Unfavorable Public RelationsPrevention of neg
29、ative incidents and events Safety programs,inspections,and effective quality control proceduresPreparedness for negative incidents and events Predetermined policies and procedures that expedite news coverage Being forthright with the press and the public34After reviewing this chapter you should:Be a
30、ware of the nature and types of advertising.Know the major steps involved in developing an advertising campaign.Know who is responsible for developing advertising campaigns.Understand public relations.Know how public relations is used and evaluated.35Chapter 18Supplemental SlidesCopyright Houghton M
31、ifflin Company.All rights reserved.1836Key Terms and Concepts The following slides(a listing of terms and concepts)are intended for use at the instructors discretion.To rearrange the slide order or alter the content of the presentationselect“Slide Sorter”under View on the main menu.left click on an
32、individual slide to select it;hold and drag the slide to a new position in the slide show.To delete an individual slide,click on the slide to select,and press the Delete key.Select“Normal”under View on the main menu to return to normal view.37Important Terms AdvertisingPaid nonpersonal communication
33、 about an organization and its products transmitted to a target audience through mass media Advertising CampaignThe creation and execution of a series of advertisements to communicate with a particular target audience Target AudienceThe group of people at whom advertisements are aimed38Important Ter
34、ms Advertising PlatformBasic issues or selling points to be included in the advertising campaign Advertising AppropriationAdvertising budget for a specified period Media PlanSpecifies media vehicles(e.g.,magazines,radio,and television stations,and newspapers)and the schedule for running the advertis
35、ements Cost comparison indicatorA means of comparing the cost of vehicles in a specific medium in relation to the number of people reached39Important Terms CopyThe verbal portion of advertisements StoryboardA mockup combining copy and visual material to show the sequence of major scenes in a commerc
36、ial ArtworkAn ads illustration and layout IllustrationsPhotos,drawings,graphs,charts,and tables used to spark audience interest40Important Terms LayoutThe physical arrangement of an ads illustration and copy Public RelationsCommunications efforts used to create and maintain favorable relations betwe
37、en an organization and its stakeholders PublicityA news story type of communication transmitted through a mass medium at no charge News releaseA short piece of copy publicizing an event or a product41Important Terms News ReleaseA short piece of copy publicizing an event or a product Feature ArticleA
38、 manuscript of up to 3,000 words prepared for a specific publication Captioned PhotographA photo with a brief description of its contents Press ConferenceA meeting used to announce major news events42Important Terms Environmental MonitoringIdentifies changes in public opinion affecting the organizat
39、ion Public Relations AuditAssesses an organizations image among the public or evaluates the effect of a specific public relations program Communications AuditAnalyzes the content of organizational messages Social AuditMeasures the extent to which stakeholders view the organization as being socially
40、responsible43Transparency Figure 18F Percent of Individuals Willing to Receive Advertisements on Their Cell PhonesSource:“Lose My Number,”American Demographics,June 2001,p.31.Adapted with permission.44Transparency Figure 18H Illustration Techniques for Advertisements Product alone Emphasis on specia
41、l features Product in setting Product in use Product being tested Result of products use Dramatizing headline Dramatizing situation Comparison Contrast Diagrams,charts,and graphs Phantom effects Symbolic Testimonials45Transparency Figure 18I Major Types of Publicity-Based Public Relations Methods46生
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