Chapter 15
Advertising and Public Relations
Topics to Cover
•Advertising
–Objectives
–Budget
–Strategy
–Effectives
Advertising
Developing Advertising Strategy
Advertising strategy is the strategy by whichthe company accomplishes its advertisingobjectives and consists of:
• Creating advertising messages
• Selecting advertising media
Advertising
Creating the Advertising Message
Advertisements need to break through theclutter:
•Gain attention
•Communicate well
Advertising
Creating the Advertising Message
Advertisements need to be better planned,more imaginative, more entertaining, andmore rewarding to consumers
Advertising
Creating the Advertising Message
Message execution
Creative concept
Message strategy
Advertising
Creating the Advertising Message
Message strategy is the general message thatwill be communicated to consumers
•Identifies consumer benefits
Advertising
Creating the Advertising Message
Creative concept is the idea that will bring themessage strategy to life and guide specificappeals to be used in an advertising campaign
Characteristics of the appeals include:
•Meaningful
•Believable
•Distinctive
Advertising
Creating the Advertising Message
•Message execution is when the advertiserturns the big idea into an actual ad executionthat will capture the target market’s attentionand interest.
•The creative team must find the bestapproach, style, tone, words, and format forexecuting the message.
Advertising
Slice of life
Lifestyle
Fantasy
Mood orimage
Musical
Personalitysymbol
Technicalexpertise
Scientificevidence
Testimonial orendorsement
Creating the Advertising Message
Message Execution Styles
Advertising
•Slice of life: This style shows one or more “typical”people using the product in a normal setting.
•Lifestyle: This style shows how a product fits in witha particular lifestyle.
•Fantasy: This style creates a fantasy around theproduct or its use.
•Mood or Image: This style builds a mood or imagearound the product or service, such as beauty, love,or serenity.
•Musical: This style shows people or cartooncharacters singing about the product.
Creating the Advertising Message
Message Execution Styles
Advertising
•Personality Symbol: This style creates a characterthat represents the product
•Technical Expertise: This style shows the company’sexpertise in making the product
•Scientific Evidence: This style presents survey orscientific evidence that the brand is better or betterliked than one or more other brands
•Testimonial Evidence or Endorsement: This stylefeatures a highly believable or likeable sourceendorsing the product.
Creating the Advertising Message
Message Execution Styles
Advertising
Creating the Advertising Message
Message execution also includes:
•Tone
–Positive or negative
•Attention-getting words
•Format
–Illustration
–Headline
–Copy
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
Advertising
Selecting Advertising Media
Major steps include:
•Deciding on reach-frequency-impact
•Selecting media vehicles
•Deciding on media timing
Advertising
Selecting Advertising Media
Reach is a measure of the percentage of peoplein the target market who are exposed to thead campaign during a given period of time
Frequency is a measure of how many times theaverage person in the target market isexposed to the message
Impact is the qualitative value of a messageexposure through a given medium
Advertising
Selecting Advertising Media
Selecting media vehicles involves decisionspresenting the media effectively andefficiently to the target customer and mustconsider the
message’s:
•Impact
•Effectiveness
•Cost
Advertising
Selecting Advertising Media
Narrowcasting Approach
Narrowcasting focuses the message on selectedmarket segments
•Lowers cost
•Targets more effectively
•Engages customers better
Advertising
Selecting Advertising Media
Narrowcasting Approach
When deciding on media timing, the plannermust consider:
•Seasonality
•Pattern of the advertising
–Continuity—scheduling within a given period
–Pulsing—scheduling unevenly within a givenperiod
Advertising
Evaluating the Effectiveness and
Return on Advertising Investment
Communication effects indicate whether the adand media are communicating the admessage well and should be tested before orafter the ad runs
Sales and profit effects compare past sales andprofits with past expenditures or throughexperiments
Advertising
Developing and Advertising Programs
Other Advertising Considerations
•Organizing for advertising
–Agency vs. in-house
•International advertising decisions
–Standardization