Advertising and Public Relations

1. Advertising and Public Relations Junamil C. Zamora

2. Nature and Scope of Advertising Four features: • A verbal and/ or visual message • A sponsor who is identified • Delivery through one or more media • Payment by sponsor to the media carrying the message.

3. Types of Advertising • According to target audience: • Consumer advertising • Business-to-business advertising • According to what is being advertised • Product (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

4. 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

5. Developing an Advertising Campaign Before designing an advertising campaign, management must undertake the ff.: 1. Identify the target audience 2. Establish over-all promotional objectives 3. Determine an overall promotional theme

6. Developing an Advertising Campaign • Steps: • Defining objectives • Establishing a budget • Creating a message • Selecting a media • Evaluating effectiveness

7. Defining Objectives In general, advertisers expect to accomplish four broad communication goals. 1. to generate attention 2. be understood 3. believed 4. remembered

8. 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.

9. Creating a message Types 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

10. Selecting Media There are general factors that influence media choice: • Objectives of the advertisement – the purpose of a particular advertisement and the goals of the entire campaign influence the choice of media to use. • Audience coverage – the audience reach by the medium should match the desired geographic area in which the product is distributed. • Requirements of the message – the medium should fit the message • Time and location of the buying decision • Media cost

11. Selecting Media Major Media • Newspaper • TV • Direct mail • Radio • Magazines • Out-of-Home Advertising • Specialty Advertising • Yellow pages • Infomercials – information with entertainment and product promotion • WWW

12. 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.

13. Other forms of Publicity • Appearances - talk shows • Event sponsorships - charitable institutions

14. 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.

15. Reference: • Marketing: A Simplified Approach • Zenaida S. Diola • Edgar M. Tichepco