ADVERTISING AND PUBLIC RELATIONS
Junamil C. Zamora
NATURE AND SCOPE OF ADVERTISINGFour features: 1. A verbal and/ or visual message2. A sponsor who is identified3. Delivery through one or more media4. Payment by sponsor to the media
carrying the message.
TYPES OF ADVERTISING According to target audience:
Consumer advertising Business-to-business advertising
According to what is being advertisedProduct (or service)
Direct action – seeks quick response Indirect action advertising –longer period of time
Institutional (or corporate) Customer service advertising – personal service
available Public service advertising – improve the quality of
life
TYPES OF ADVERTISING According to objective sought
Primary-demand advertising Designed to stimulate demand for generic
category such as parmesan cheese, Brazilian coffee, or cotton garments
Selective-demand advertising Intended for individual brands such as Kraft
cheese, Nescafe coffee, and Bench clothing
DEVELOPING AN ADVERTISING CAMPAIGNBefore designing an advertising campaign, management must undertake the ff.:1. Identify the target audience2. Establish over-all promotional objectives3. Determine an overall promotional theme
DEVELOPING AN ADVERTISING CAMPAIGN Steps: 1. Defining objectives 2. Establishing a budget 3. Creating a message 4. Selecting a media5. Evaluating effectiveness
DEFINING OBJECTIVES
In general, advertisers expect to accomplish four broad communication goals.
1. to generate attention2. be understood3. believed4. remembered
ESTABLISHING A BUDGET Once a marketing communications
budget has been established, it is allocated among the various activities making up the overall marketing communications program.
CREATING A MESSAGETypes of major advertising formats: Storyline Product uses and solutions Slice of life Demonstration Testimonials lifestyles Still life – portrays the product in a visually
attractive setting Association Montage Jingles
SELECTING MEDIAThere are general factors that influence media choice: a. Objectives of the advertisement – the purpose of
a particular advertisement and the goals of the entire campaign influence the choice of media to use.
b. Audience coverage – the audience reach by the medium should match the desired geographic area in which the product is distributed.
c. Requirements of the message – the medium should fit the message
d. Time and location of the buying decisione. Media cost
SELECTING MEDIAMajor Media Newspaper TV Direct mail Radio Magazines Out-of-Home Advertising Specialty Advertising Yellow pages Infomercials – information with entertainment
and product promotion WWW
PUBLIC RELATIONS VS. PUBLICITY Management tool designed to favorably
influence attitude towards an organization, its products, and its policies.
Publicity is any communication about an organization, its products or policies through a medium that is not paid for by the organization.
OTHER FORMS OF PUBLICITY Appearances - talk shows Event sponsorships - charitable
institutions
SCHEDULING The media schedule or media plan is
a time schedule identifying the exact media to be used and the dates when the advertisements are to appear.
There are some specific media vehicles that requires reach and frequency: Reach is the number of people exposed to
an advertisement in a given medium. Frequency is the number of times an
individual is expected to be exposed to an advertiser’s message.
Reference: Marketing: A Simplified Approach
Zenaida S. Diola Edgar M. Tichepco
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