One to Many Advertising Public Relations and Consumer

Chapter Objectives § § Tell what advertising is, describe the major types of advertising, and discuss some of the criticisms of advertising Describe the process of developing an advertising campaign and how marketers evaluate advertising Explain the role of public relations and the steps in developing a public relations campaign Explain what sales promotion is, and describe the different types of consumer sales promotions activities © 2012 Pearson Education, Inc. publishing as Prentice-Hall. 13 -

Real People, Real Choices: Decision Time at Brownstein Group Brand Communication § How should the firm respond to the competitive marketing communications attack launched against their client’s new product? • Option 1: Clearly define the new product • Option 2: Fire back • Option 3: Launch a guerrilla marketing strategy that attacks the rival more subtly than a major advertising campaign © 2012 Pearson Education, Inc. publishing as Prentice-Hall. 13 -

Advertising: The Image of Marketing § Expenditures on traditional advertising are declining § Marketers are diverting more money into alternative media § Advertising is still best way to reach mass audiences © 2012 Pearson Education, Inc. publishing as Prentice-Hall. 13 -

Types of Advertising § Product advertising: Focuses on a specific good or service § Institutional advertising: Promotes the activities, personality, or point of view of an organization or company • Corporate advertising • Advocacy advertising • Public service announcements (PSA) © 2012 Pearson Education, Inc. publishing as Prentice-Hall. 13 -

Types of Advertising § Retail and local advertising: Encourages customers to shop at a specific store or use a local service • Ad copy discusses store hours, locations, sales, and featured products © 2012 Pearson Education, Inc. publishing as Prentice-Hall. 13 -

Who Creates Advertising? § Advertising campaign: A coordinated, comprehensive plan that carries out promotion objectives and results in a series of ads placed in media over a period of time § Outside agencies are often retained to oversee campaigns: • Limited-service agency • Full-service agency © 2012 Pearson Education, Inc. publishing as Prentice-Hall. 13 -

User-Generated Advertising Content: Do-it. Yourself Advertising and Crowdsourcing § User-generated content (UGC) or consumer-generated media (CGM) • Must be monitored and encouraged v. More trustworthy v. The internet is primary source of information for many consumers v. Do-it-yourself (DIY) ads offer several benefits v. Crowdsourcing can be helpful © 2012 Pearson Education, Inc. publishing as Prentice-Hall. 13 -

Ethical Issues in Advertising § Ethical criticisms of advertising: • Advertising is manipulative • Advertising is deceptive and untruthful v. Greenwashing v. Corrective advertising v. Puffery • Advertising is offensive and in bad taste • Advertising creates and perpetuates stereotypes • Advertising causes people to buy things that they don’t really need © 2012 Pearson Education, Inc. publishing as Prentice-Hall. 13 -

Develop the Advertising Campaign § Step 1: Identify the target audience • Research identifies audiences § Step 2: Establish message and budget objectives • Advertising message and budget objectives must be consistent with the overall campaign © 2012 Pearson Education, Inc. publishing as Prentice-Hall. 13 -

Develop the Advertising Campaign § Step 3: Create the ads • Creative strategy: The process that turns a concept into an advertisement • Advertising appeal: The central idea or theme of the ad • Execution format: Basic structure of the message • Tonality: The mood or attitude the message conveys © 2012 Pearson Education, Inc. publishing as Prentice-Hall. 13 -

Develop the Advertising Campaign § Step 4: Pretest what the ads will say • Pretesting: Research method that seeks to minimize mistakes by getting consumer reactions to ad messages before they appear in the media © 2012 Pearson Education, Inc. publishing as Prentice-Hall. 13 -

Develop the Advertising Campaign § Step 5: Choose the media type(s) and media schedule • Media planning: The process of developing media objectives, strategies, and tactics © 2012 Pearson Education, Inc. publishing as Prentice-Hall. 13 -

Where To Say It: Traditional Media § Each of the traditional media has pros and cons that include: • Television • Radio • Newspapers • Magazines © 2012 Pearson Education, Inc. publishing as Prentice-Hall. 13 -

Where To Say It: Digital Media § Digital media takes many forms • Own, paid, and earned media • Website advertising • Banners and buttons • Pop-up ads • Search engines and directory listings • E-mail advertising • Mobile advertising • Video sharing © 2012 Pearson Education, Inc. publishing as Prentice-Hall. 13 -

Where To Say It: Branded Entertainment § Branded entertainment A form of advertising in which marketers integrate products into entertainment venues • Product placements • Advergaming © 2012 Pearson Education, Inc. publishing as Prentice-Hall. 13 -

Where To Say It: Support Media § Support media reaches people who are not reached by mass media advertising include: • Directories • Out-of-home media • Place-based media • RFID technology © 2012 Pearson Education, Inc. publishing as Prentice-Hall. 13 -

When To Say It: Media Scheduling § Media schedule: • Specifies exact media to use and when to use it § Quantitative factors used in media scheduling: • Reach • Frequency • Gross rating points (GRPs) • Cost per thousand © 2012 Pearson Education, Inc. publishing as Prentice-Hall. 13 -

Media Scheduling: How Often To Say It § Typical advertising patterns: • Continuous schedule: Steady stream of advertising throughout year • Pulsing schedule: Varies the amount of advertising based on when the product is likely to be demanded • Flighting schedule: Advertising in short, intense bursts, alternated with periods in which no advertising is done © 2012 Pearson Education, Inc. publishing as Prentice-Hall. 13 -

Develop the Advertising Campaign § Step 6: Evaluate the advertising • Posttesting Research on consumers’ responses to advertising they have seen or heard: v. Unaided recall v. Attitudinal measures © 2012 Pearson Education, Inc. publishing as Prentice-Hall. 13 -

Public Relations § Public relations (PR): § Communication function that seeks to build good relationships with an organization’s publics Proactive PR activities stem from a firm’s marketing objectives • Publicity § PR is critical when a firm’s image is at risk due to negative publicity • Crisis management © 2012 Pearson Education, Inc. publishing as Prentice-Hall. 13 -

Planning a Public Relations Campaign § Multistep process includes: • Developing PR objectives v. Several objectives exist • Executing PR objectives v. A variety of actions can be used • Evaluating PR objectives v. See Table 13. 3 © 2012 Pearson Education, Inc. publishing as Prentice-Hall. 13 -

Objectives of Public Relations § Typical objectives include: • Introduce new products to manufacturers • Introduce new products to consumers • Influence government legislation • Enhance the image of a firm • Provide advice and counsel • Enhance the image of a city, region, or country • Manage a crisis • Call attention to a firm’s involvement with the community © 2012 Pearson Education, Inc. publishing as Prentice-Hall. 13 -

Public Relations Tactics § Press releases (various forms) § Internal PR § Investor relations § Lobbying § Speech writing © 2012 Pearson Education, Inc. publishing as Prentice-Hall. § Corporate identity § Media relations § Sponsorships § Special events § Guerilla marketing 13 -24

Sales Promotion § Sales promotions: Programs designed to build interest in or encourage purchase of a product during a specified period of time • Deliver short-term sales results • Can target end consumers, channel partners, and/or employees © 2012 Pearson Education, Inc. publishing as Prentice-Hall. 13 -

Sales Promotion Directed Toward Consumers § Price-based consumer sales promotion include: • Coupons • Price deals, refunds, and rebates • Frequency (loyalty/continuity) programs • Special/bonus packs © 2012 Pearson Education, Inc. publishing as Prentice-Hall. 13 -

Sales Promotion Directed Toward Consumers § Attention-getting consumer promotions include: • Contests and sweepstakes: v. Contests are based on skill v. Sweepstakes are based on chance • Premiums • Sampling: v. The premiere technique for generating new product trial © 2012 Pearson Education, Inc. publishing as Prentice-Hall. 13 -

Real People, Real Choices: Decision Made at Bzz. Agent § Marc chose option 1 • Why do you think that Marc and the client decided to define the brand more clearly in the wake of attacks by their rival, rather than responding in kind or launching a more subtle guerrilla marketing campaign? © 2012 Pearson Education, Inc. publishing as Prentice-Hall. 13 -

Keeping It Real: Fast-Forward to Next Class Decision Time at Woodtronics § Meet Jeffrey Brechman, a principal of the Woodtronics firm § Woodtronics designs and builds trading room furniture, command centers, and network control centers § The decision to be made: Should Jeffrey sell the new or original product to the Jersey City client? © 2012 Pearson Education, Inc. publishing as Prentice-Hall. 13 -

All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, without the prior written permission of the publisher. Printed in the United States of America © 2012 Pearson Education, Inc. publishing as Prentice-Hall. 13 -