15. Advertising and Public Relations Flashcards
Advertising
Any paid form of
- nonpersonal presentation
- promotion of ideas, goods, or services by an identified sponsor.
Major Advertising Decisions (5) (objectives, budget, effectiveness and return, other considerations)
- Setting advertising objectives
- Setting the Advertising Budget
- Evaluating Advertising Effectiveness and the Return on Advertising Investment
- Other Advertising Considerations
advertising objective (3 points)
A “specific communication task” to be accomplished
with “a specific target audience”
during a “specific period of time.”
Possible advertising objectives
- Informative advertising is used when introducing a new product category to build primary demand.
- Persuasive advertising is important with increased competition to build selective demand.
- Comparative advertising is when a company compares its brand with other brands.
- Reminder advertising is important with mature products to help maintain customer relationships and keep customers thinking about the product.
advertising budget (def, consider 3 points when setting)
The dollars and other resources allocated to a product or a company advertising program.
Factors to Consider
Stage in product life cycle
Market share
Competition
advertising strategy
The strategy by which the company accomplishes its advertising objectives. It consists of two major elements: creating advertising messages and selecting advertising media.
Madison & Vine
A term that has come to represent the “merging of advertising and entertainment” in an effort to “break through the clutter and create new avenues” for reaching customers with more engaging messages.
To break through the clutter, many marketers have subscribed to a new merging of advertising and entertainment, dubbed “Madison & Vine” in an effort to create new avenues for reaching consumers with more engaging messages. This merging of advertising and entertainment takes one of two forms: advertainment or branded entertainment.
The aim of advertainment is to make “ads themselves so entertaining, or so useful,” that people want to watch them. For example, the Super Bowl has become an annual advertainment showcase. And ads posted online before and after the big game draw tens of millions of views.
These days, it’s not unusual to see an entertaining ad or other brand content on YouTube before you see it on TV.
Moreover, beyond making their regular ads more engaging, advertisers are also creating “new content forms that look less like ads and more like short films or shows.”
Advertising clutter
Today’s consumers, armed with an arsenal of weapons, can choose what they watch and don’t watch. Increasingly, they are choosing not to watch ads.
Native advertising
Advertising or other brand-produced online content that looks in form and function like the other natural content surrounding it on a web or social media platform.
A related form of brand integration is so-called native advertising (also called sponsored content), Examples include Twitter’s promoted tweets, Facebook’s promoted stories, BuzzFeed’s sponsored posts, or Snapchat’s “brand story” ads, branded posts that appear in the app’s “Stories” feed.
Message and content strategy (2 steps)
The “first step in creating effective advertising content” is to “plan a message strategy”—the general message that will be communicated to consumers.
+ Identifies consumer benefits
+ Follows from company’s broader positioning and customer value creation strategies
Creative concept
The compelling “big idea” that will bring an advertising message strategy to life in a distinctive and memorable way.
Message execution is when
the advertiser turns the big idea into an actual ad execution that will capture the target market’s attention and interest.
Execution style
The approach, style, tone, words, and format used for executing an advertising message.
Message execution also includes
- Tone \+ Positive or negative - Attention-getting words - Format \+ Illustration \+ Headline \+ Copy
Consumer-generated content (submit ad message, incorporate the voice, engagement)
- Consumers submit ad message ideas, videos, and other brand content.
- Incorporates the voice of the customer into brand messages
- Generates greater customer engagement
4 major steps in advertising media selection (reach… -> media types -> media vehicles -> media timing)
- Determining “reach, frequency, impact, and engagement”
- Choosing among major media “types”
- Selecting specific media “vehicles”
- Choosing media “timing”
Reach
is a measure of the percentage of people in the target market who are exposed to the ad campaign during a given period of time.
Frequency
is a measure of how many times the average person in the target market is exposed to the message.
Impact
is the qualitative value of a message exposure through a given medium.
Engagement
is a measure of things such as ratings, readership, listenership, and click-through rates.
advertising media
The vehicles through which advertising messages are delivered to their intended audiences.
Selecting specific media “vehicles” involves (presenting message effectively and efficiently)
decisions presenting the message effectively and efficiently to the target customer and must consider the message’s:
+ Impact
+ Effectiveness
+ Cost
Deciding on media timing
When deciding on media timing, the planner must consider:
- Seasonality
- Pattern of the advertising
+ Continuity—scheduling evenly within a given period
+ Pulsing—scheduling unevenly within a given period
return on advertising investment
The net return on advertising investment divided by the costs of the advertising investment.
Communication effects
indicate whether the ad and media are communicating the ad message well and can be tested before or after the ad runs.
Sales and profit effects
compare past sales and profits with past expenditures or through experiments.
advertising agency (assist com)
A marketing services firm that assists companies in planning, preparing, implementing, and evaluating all or portions of their advertising programs.
Other Advertising Considerations
- Organizing for advertising
Agency vs. in-house - International advertising decisions
Standardization or Adaptation
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.
Press relations or press agency (creation and placing)
involves the creation and placing of newsworthy information to attract attention to a person, product, or service.
Product publicity
involves publicizing specific products.
Public affairs (national or local community relations)
involves building and maintaining national or local community relations.
Lobbying
involves building and maintaining relations with legislators and government officials to influence legislation and regulation.
Investor relations
involves maintaining relationships with shareholders and others in the financial community.
Development (financial or volunteer support)
involves public relations with donors or members of nonprofit organizations to gain financial or volunteer support.
The Role and Impact of PR
- “Lower cost” than advertising
- “Stronger impact” on public awareness than advertising
- Has “power to engage” consumers and “make them part of the brand story”
The creative concept
the compelling “big idea” that will bring an advertising message strategy to life in a distinctive and memorable way.
Characteristics of the appeals should be:
Meaningful
Believable
Distinctive
