Scribd Logo
Upload

Welcome to Scribd!

  • 46 views

    Advertising & PR: Principles of Marketing

    Uploaded by

    Shehryar Ahmed
    The document defines advertising and public relations. Advertising is paid, non-personal communication to promote ideas, goods, or services by an identified sponsor. Advertising objectives include informing, persuading, and reminding target audiences. Developing an advertising strategy involves selecting media and creating messages. Media selection criteria include reach, frequency, and impact. Message strategies set the creative concept and execution. Public relations involves building good relations through favorable publicity and a good corporate image.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd

    Advertising & PR: Principles of Marketing

    Uploaded by

    Shehryar Ahmed
    46 views21 pages
    The document defines advertising and public relations. Advertising is paid, non-personal communication to promote ideas, goods, or services by an identified sponsor. Advertising objectives include informing, persuading, and reminding target audiences. Developing an advertising strategy involves selecting media and creating messages. Media selection criteria include reach, frequency, and impact. Message strategies set the creative concept and execution. Public relations involves building good relations through favorable publicity and a good corporate image.

    Original Description:

    advrr

    Original Title

    Advertising & PR COPY

    Copyright

    © © All Rights Reserved

    Available Formats

    PPTX, PDF, TXT or read online from Scribd

    Did you find this document useful?

    Is this content inappropriate?

    The document defines advertising and public relations. Advertising is paid, non-personal communication to promote ideas, goods, or services by an identified sponsor. Advertising objectives include informing, persuading, and reminding target audiences. Developing an advertising strategy involves selecting media and creating messages. Media selection criteria include reach, frequency, and impact. Message strategies set the creative concept and execution. Public relations involves building good relations through favorable publicity and a good corporate image.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    46 views21 pages

    Advertising & PR: Principles of Marketing

    Uploaded by

    Shehryar Ahmed
    The document defines advertising and public relations. Advertising is paid, non-personal communication to promote ideas, goods, or services by an identified sponsor. Advertising objectives include informing, persuading, and reminding target audiences. Developing an advertising strategy involves selecting media and creating messages. Media selection criteria include reach, frequency, and impact. Message strategies set the creative concept and execution. Public relations involves building good relations through favorable publicity and a good corporate image.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 21

    ADVERTISING & PR

    PRINCIPLES OF MARKETING
    DEFINING ADVERTISING…

     Advertising is any paid, non-personal


    communication, for promotion of ideas,
    goods or services by an identified sponsor.

     Advertising mostly used by business, but


    not-for-profit organizations & social
    agencies also use advertising to promote
    their “cause”.
    Setting Advertising Objectives
    • Advertising objectives: accomplishing a specific
    communication tasks with a specific target
    audience or audiences, during a specific time
    period. Its purpose: Inform, Persuade, Remind.
    Setting Advertising Objectives
    •Possible Advertising objectives
    Informative Advertising
    Communicate customer Suggest new uses for a
    value product
    Build brand & company Inform market of a price
    image change
    Inform market about Describe available
    new product services & support
    Explain how a product Correct false impressions
    works
    Setting Advertising Objectives
    •Possible Advertising objectives
    Persuasive Advertising
    Build brand preference Persuade consumers to
    purchase more
    Encourage brand Inform market of price
    switching change
    Change customer’s Describe available
    product value services & support
    perception
    Setting Advertising Objectives
    •Possible Advertising objectives
    Reminder Advertising
    Maintain customer Facilitate buying of
    relationship product or service
    Remind customer of Keep brand top of mind
    product need

    Q:
    Why do established & well recognized brands advertise?
    Developing Advertising Strategy
     Advertising strategy defines HOW a company
    achieves its advertising objectives.
     It consists of two major elements:
    1. Selecting the advertising media
    2. Creating the advertising message

    Q.
    WHAT COMES FIRST: MEDIA SELECTION OR
    DEVELOPING CREATIVE?
    Developing Advertising Strategy
     Advertising media: vehicles through which
    advertising messages are delivered to their
    intended audiences.
    1. Selecting specific media types:
    • Traditional media: One-way communication
    vehicles such as TV, Radio, Print, Cinema,
    Outdoor.
    • New media: Two-way, interactive involving
    some form of computing e.g. Social Media,
    Blogs, Online Newspapers, Digital Games &
    Virtual Reality.
    Developing Advertising Strategy

     Criteria for selecting traditional media:


    • Reach: percentage of target market exposed
    to the advertising
    • Frequency: number of times on average
    target consumer is exposed to the message.
    • Impact: qualitative value of media exposure
    (GRP, TARP)
    Developing Advertising Strategy
     Criteria for selecting new media:
     Cost…
     Ease of use…
     Interactivity/ Networking…
     Relevance…
     Security…
    Developing Advertising Strategy
     Creating the advertising message
     Message strategy sets the direction for the
    advertising message.
    1. Creative concept: the compelling “big
    idea” for bringing the message to life.
    2. Message execution: turning the big idea
    into an actual execution to capture the
    target audience.
    Developing Advertising Strategy
     Some execution styles: Approach, tone,
    words, & format
     Slice of life: normal people using product in
    normal setting.
     Lifestyle: how a product fits user’s way of life.
     Mood or image: visual & sensory effects.
     Music: the jingle accompaniment.
     Personality symbol: character representing
    product.
     Technical expertise: company proficiency
     Testimonial: endorsement by a likeable
    source…
    SLICE OF LIFE

    LIFESTYLE
    How Consumers React to Advertising

     Three popular hierarchical models of Advertising:


    1. The AIDA Model
    2. The Hierarchy-of-Effects Model
    3. The Innovation-Adoption Model.
    …all three Models are based on 3 parameters.
    The Three Models…
    Limitations of the Models
     All three Models are based on 3 parameters:
    1. Cognition (Attention/ Awareness)
    2. Affective (Moods, Feelings, Attitudes)
    3. Behavioral (Action/ Manifestation – In
    Marketing ‘Trial or Purchase’)

     The Big Debate: In human beings the three steps


    do not always appear in a linear fashion.
     Researches show Awareness does not always
    come before Liking & Liking does not always
    come before Trial/ Purchase.
    Limitations of the Models
     Another issue with LINEAR models:
     Linear models ignore effect of multiple
    exposure, ALTHOUGH…
     Advertising effect is Cumulative – It adds up
    over time.
     Quite unlike human thinking, all three models
    are LINEAR in nature…
     …hence their validity is questionable!
    Communicating Better:
    ELABORATION LIKELIHOOD MODEL
    The Alternative:
    ELABORATION LIKELIHOOD MODEL
    1. PERSUASIVE COMMUNICATIONS (ELABORATION)
    RESULTS IN…
    2. MOTIVATION & ABILITY TO PROCESS INFORMATION.
    3. If Favorable Thoughts develop it results in a Positive
    Attitudinal Change.
    4. If Negative Thoughts develop it results in a Negative
    Attitudinal Change.
    5. If thoughts neither Negative nor Positive – need for more
    persuasion is felt.
    6. If ‘neither thought prevails’ MORE Persuasion is needed.
    7. If still no effect NO CHANGE occurs.
    8. If persuasion works TEMPORARY CHANGE may result.
    PUBLIC RELATIONS
    • Public relations (PR) means building good relations
    with the company’s various publics by obtaining
    favorable publicity, building up a good corporate
    image and heading off unfavorable rumors, stories and
    events.
    • Activities involved in PR are press relations, product
    publicity, public affairs, lobbying and managing
    investor relations.
    • PR can have a strong impact on public awareness and
    results can be impressing. Some of the most important
    tools of PR are the news, speeches, written materials,
    audio-visual material and public services activities.

    You might also like