Presentation on theme: "Advertising and Public Relations"— Presentation transcript: 1 Advertising and Public Relations Show
2 Advertising
3 Advertising Any paid form of non- personal presentation and promotion of ideas, goods, or services by an identified sponsor.
4 Major Advertising Decisions 5 Informative advertising is used heavily when introducing a new-product category. In this case, the objective is to build primary demand.
6 Persuasive advertising becomes more important as competition increases
7 Some persuasive advertising has become comparative advertising
8 Reminder advertising is important for mature products; it helps to maintain customer relationships
and keep consumers thinking about the product 9 10 Major Advertising Decisions 11 Major Advertising Decisions 12 Major Advertising Decisions 13 a. Creating advertising message:
14 Merging advertising and entertainment: 15 Message Strategy: Creative concept The compelling “big idea” that will bring the advertising message strategy to life in a distinctive and memorable
way Creative concept guides toward the choice of Advertisement appeal: 3 characteristics Should be meaningful Must be believable Should be distinctive Ad Appeal: Timex ads suggested “Tell Dad more than time this Father’s Day. Tell him that you’ve learned the value of a dollar.” Similarly, Rolex ads never talk about keeping time. Instead, they talk about the brand’s “obsession with perfection” and the fact that “Rolex has been the
preeminent symbol of performance and prestige for more than a century.” 16
Message Execution: Slice of life: This style shows one or more “typical” people using the product in a normal setting. For example, Silk soy milk Lifestyle: This style shows how a product fits in with a particular lifestyle. For example, an ad for Athleta active wear shows a woman in a complex yoga pose and states “If your body is your temple, build it one piece at a time.”
17 Fantasy: This style creates a fantasy around the product or its use
18 Musical: This style shows people or cartoon characters singing about the product. For example, Free Credit Report.com tells its story exclusively through a set of popular singing commercials such as “Dreamgirl” =Vm5WMEv3moM Personality symbol: This style creates a character that represents the product. The character might be animated (Mr. Clean, Tony the Tiger, the GEICO Gecko, or the Zappos Zappets) or real (Ol’
Lonely the Maytag repairman, the E*TRADE babies, Ronald McDonald, or the Aflac duck).
19 Technical expertise: This style shows the company’s expertise in making the product. Thus, natural foods maker Kashi shows its buyers carefully selecting ingredients for its products Scientific evidence: This style presents survey or scientific evidence that the brand is better or better liked than one or more other brands. For years, Crest toothpaste has used scientific evidence to convince buyers that Crest is better than other brands at fighting
cavities. Testimonial evidence or endorsement: This style features a highly believable or likable source endorsing the product. It could be ordinary people saying how much they like a given product. For example, Subway uses spokesman Jared, a customer who lost 245 pounds on a diet of Subway sandwiches. 20
Consumer-Generated Messages: 21 b. Selecting Advertising
Media: 22 ii. Choosing among major media types
23 Alternative media: 24 iii. Selecting specific media vehicles:
25 Major Advertising Decisions 26
Public Relations
27 Public relations (PR): Building good relations with the company’s various publics by obtaining favorable publicity, building up a good corporate image, and handling or heading off unfavorable rumors, stories, and events. Public relations campaigns: NHLBI’s “The Heart Truth” campaign has produced impressive results in raising awareness of the risks of heart disease in women.
28 Functions of PR Press relations or press agency: Creating and placing newsworthy information in the news media to attract attention to a person, product, or service. Product publicity: Publicizing specific products. Public affairs: Building and maintaining national or local community relationships.
Lobbying: Building and maintaining relationships with legislators and government officials to influence legislation and regulation. Investor relations: Maintaining relationships with shareholders and others in the financial community. Development: Working with donors or members of nonprofit organizations to gain financial or volunteer support.
29 Major Public Relations Tools Is used heavily when introducing a new product category *?Informative advertisingis used heavily when introducing a new product category. Persuasive advertisingbecomes more important as competition increases.
What is one of the primary goals of reminder advertising?Reminder Advertising serves to remind consumers of the need for a product or service, as well as the features and benefits they would get if they buy it right away.
Which of the following is an objective of informative advertising?Informative advertising aims to persuade a user to make a decision by providing facts and statistics that support the value and relevance of a product. It's vital that users can fact-check any statement. As a result, informative ads make consumers trust a company and help brands build authority.
Which step of developing an advertising program consists of creating advertising messages and selecting advertising media?Advertising strategy consists of two major elements: creating advertising messages and content and selecting advertising media.
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