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Transcript of Advertising & public relations
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Copyright ©2012 All Right Reserved by DYNAMIC Performers
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INTRO
TION
DYNAMIC PERFORMERSTo change System Dynamically
WAQAS SIDDIQUI SHABIR MALIK
10041471004184 10041461004143 1004156
Presented by:Presented to: PROFESSOR NABEEL
Topic: ADVERTISING & PUBLIC RELATION
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LEARNING OBJECTIVES
1. What is Advertisement?2. How to Advertise?3. Why we Advertise ?4. Where should be
Advertisement ?5. Which Media is best for
Advertisement ?6. What is Public Relation?7. What does PR do?8. How to Use PR?
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PROMOTION
3-Direct Marketi
ng
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Sales Era
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Industrial Revolution
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ORIGIN OF ADVERTISEMENT The word advertising is derived from two Latin
Words ‘Ad’ and ‘Verto’
Ad Towards
Verto I turn
Literally it means to TURN THE PEOPLE’S ATTENTION to a SPECIFIC THING
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Advertising is any
PAID FORM1of
NON-PERSONAL PRESENTATION 2 and
PROMOTION OF IDEAS, GOODS, OR SERVICES 3by an
IDENTIFIED SPONSOR4
DEFINATION
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Importance of Advertisement
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MISSIONCommunication
Objective Sales objective
MONEY
Method in Setting of Ad Budget
Factors Affecting Ad Budget
MESSAGE
Message Strategy Message
Execution
MEDIA
Reach , Frequency, Impact
Major Media TypesSpecific Media
VehiclesMedia Timing
MEASUREMENT
Communication Impact
Sales & Profit Impact
Return on Advertising
THE FIVE M’S OF ADVERTISING
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1-MISSION (Objective)
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1-INFORMATIVE
2-PERSUASIVE
3-COMPARATIVE
4-REMINDER
ADVERTISING MISSIONS
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1 - INFORMATIVE ADVERTISING•Build Primary Demand
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2 - PERSUASIVE ADVERTISING•Build Selective Demand
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3 - COMPARATIVE ADVERTISING•Help consumer for Compression with your Competitor
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4 - REMINDER ADVERTISING•Keeps Consumers Thinking About a Product
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2- MONEY (Budget)
DEFINATION“Numerical Expression of Future expected Expenditure”
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1. AFFORDABLE
2. PERCENTAGE OF SALES
3. COMPETITIVE-PARITY
4. OBJECTIVE-AND-TASK
ADVERTISING BUDGET METHODS
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1-STAGE IN THE PRODUCT LIFE CYCLE
2-MARKET SHARE
3-PRODUCT DIFFERENTIATION
4-ADVERTISING FREQUENCY
FACTORS IN SETTING THE ADVERTISING
BUDGET
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ADVERTISING STRATEGYSTRATEGY:“A Broad action plan to which help you achieve your
Objectives”
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ADVERTISING
STRATEGY
HOW TO CREATE ? HOW TO DELEVER ?
STRATEGY & TECHNIQUES
MESSAGE
SELECTING MEDIUM
MEDIA
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3-MESSAGE
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HOW TO CREATE ADVERTISING MESSAGE
STRATEGY IN MESSAGE :
What type of NEEDS or DESIRES targeting?
Who are TARGET AUDIENCE?
What will be the significant AUDIO VISUAL image?
Which type of WORDS or SLOGAN should be use?
What will be the UNDERLYING message in the Ad?
Follow up the AIDA Rule
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Get Attention
Hold Interest
Arouse Desire
Obtain Action
CREATE THE ADVERTISING MESSAGE ACCORDING TO THE AIDA RULE
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COMMON ADVERTISING STRATEGIES
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4-MEDIA
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1-PRESS ADVERTISING
2- OUT DOOR ADVERTISING
3-DIRECT MAIL ADVERTISING
4-AUDIO VISUAL ADVERTISING
TYPES OF ADVERTISING MEDIA
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1- PRESS ADVERTISEMENT
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NEWSPAPER Ad
MAGAZINES
JOURNALS
PRESS ADVERTISEMENT
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PRESS ADVERTISEMENT STRATEGY
RIGHT KIND OF NEWSPAPER
AT THE RIGHT PLACE
TO GET BETTER VISIBILITY
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25%
- Full Page Ad – 75% of People to Notice it
75% Noticed
25% Wasted
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-Half Page Ad – 50% of People to Notice it
50% Noticed
50% Wasted
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-Quarter Page Ad30% of people to notice it
Wasted Quarter page
30 %
70 %
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ADVERTISEMENT ON FIRST & LAST PAGE
Advertisement on the first and last pages are more
superior
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2- OUT DOOR ADVERTISEMENT
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1- Posters
2- Hording
3-Balloons or sky Ad
4-Ad on Vehicles
OUTDOOR ADVERTISEMENT
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3- DIRECT MAIL ADVERTISEMENT
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DIRECT MAIL ADVERTISEMENT
Circular Letters
Catalog
Pamphlets
Broacher
Postcards
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4- AUDIO – VISUAL ADVERTISEMENT
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RADIO ADVERTISEMENT
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TELEVISION ADVERTISEMENT
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STRATEGY TO GET THE ATTENTION OF THE VIEWERS
AIRING OF SAME
ADVERTISEMENT
ON VARIOUS CHANNEL
AT THE SAME TIME
VISUAL ADVERTISEMENT
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5-MEASUREMENT
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Advertising Program MESUREMENT
COMMUNICATION EFFECTS
Is the Ad Communicating Well?
SALES EFFECTS
Is the Ad Increasing Sales?
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INDIAN Brand Manager of COCA COLA
PARESH JOSHI
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1- SIMPLE MESSAGE
2- ATTRACTION
3-PRODUCT ORIENTATION
4-APPEAL TO REASON
CHARACTERISTICS OF GOOD ADVERTISEMENT
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1- Violation of Govt. Regulation
2- Social Responsibility
3-Directly TAUNT to your Competitor
4-Unethical Advertisement
CAUSES OF BAD ADVERTISMENT
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If a circus is coming to town And paint a sign saying
"Circus coming to the ground on Saturday,"
that's ADVERTISING
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If the sign put on the back of an elephant and walk him into town,
that's PROMOTION
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If the elephant walks through the mayor's home,
that's PUBLICITY
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If you can get the mayor to laugh about it,
that's PUBLIC RELATIONS!
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Building good relations with the company’s various publics
Obtaining favorable publicity
Building up a good corporate image
Handling or heading off unfavorable rumors, stories, and events
PUBLIC RELATION
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FUNCTIONS OF PUBLIC RELATIONS
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•Press Relations 1•Product Publicity2•Public Affairs3
FUNCTIONS OF PUBLIC RELATIONS
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•Lobbying4•Investor Relations5•Development of PR6
FUNCTIONS OF PUBLIC RELATIONS
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1- PRESS RELATIONS
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2- PRODUCT PUBLICITY
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3- PUBLIC AFFAIRS
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4- INVESTOR RELATION
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5- LOBBYING
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6-DEVELOPMENT OF PUBLIC RELATION
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PUBLIC RELATION TOOLS
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1- NEWS
2- SPEECHES
3- SPECIAL EVENTS & GRAND OPENINGS
4-WRITTEN MATERIALS
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5- Audiovisual Materials
6- Corporate Identity Materials
7- Public Service Activities
8- Social Networking
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1- NEWS
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2- SPEECHES
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3- SPECIAL EVENTS & GRAND OPENINGS
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4- WRITTEN MATERIALS
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5- AUDIO VISUAL MATERIALS
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6- CORPORATE IDENTITY MATERIALS
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7- PUBLIC SERVICE ACTIVITIES
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8- SOCIAL NETWORKING
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THE ROLE & IMPACT OF PUBLIC RELATION
Educate Target Audiences
Build Credibility & Build Positive Image
Remove Misconceptions
Provide Long Term Mileage To Company Extend Promotions Or Advertising
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ADVERTISING VS PUBLIC RELATIONAdvertising Is the Wind , PR Is the SunAdvertising Uses the Big Bang, PR Uses
the Slow BuildupAdvertising Is Self-Directed, PR Is Other
DirectedAdvertising Dies, PR LivesAdvertising Is Expensive, PR Is
InexpensiveAdvertising generates sales, PR
Generates goodwill
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ASSISTANCE
PR and Advertising are Complementary. One alone cannot reach places where both
together can..
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Special Thanks to
“A little Effort from the Desk of DYNAMIC PERFORMERS B.S. Commerce 5th Semester
Federal Urdu University Abdul Haq Campus”
This Presentation Dedicated to Commerce Department
“Wish you all Happy Learning”
.COMWWW.