CHAPTER 2 Advertising And Public Relations
CHAPTER 2
Advertising and Public Relations
Objective Outline
1. Define the role of advertising in the promotion mix.
Advertising
2. Describe the major decisions involved in developing an advertising program.
Setting Advertising Objectives
Setting the Advertising Budget
Developing Advertising Strategy
Evaluating Advertising Effectiveness and the Return on Advertising Investment Other Advertising
Considerations
3. Define the role of public relations in the promotion mix.
Public Relations
The Role and Impact of Public Relations
4. Explain how companies use public relations to communicate with their publics.
Major Public Relations Tools
Advertising
Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor. Setting Advertising Objectives
The first step is to set advertising objectives. These objectives should be based on past decisions about the target market, positioning, and the marketing mix, which define the job that advertising must do in the total marketing program. The overall advertising objective is to help build customer relationships by communicating customer value. An advertising objective is a specific communication task to be accomplished with a specific target audience during a specific period of time.
Advertising objectives can be classified by their primary purpose—to inform, persuade, or remind. Table 15.1 lists examples of each of these specific objectives.
Informative advertising is used heavily when introducing a new-product category. In this case, the objective is to build primary demand.
Persuasive advertising becomes more important as competition increases. Here, the company’s objective is to build selective demand. Some persuasive advertising has become comparative advertising
(or attack advertising), in which a company directly or indirectly compares its brand with one or more other brands.
Reminder advertising is important for mature products; it helps to maintain customer relationships
Advertising and Public Relations
Objective Outline
1. Define the role of advertising in the promotion mix.
Advertising
2. Describe the major decisions involved in developing an advertising program.
Setting Advertising Objectives
Setting the Advertising Budget
Developing Advertising Strategy
Evaluating Advertising Effectiveness and the Return on Advertising Investment Other Advertising
Considerations
3. Define the role of public relations in the promotion mix.
Public Relations
The Role and Impact of Public Relations
4. Explain how companies use public relations to communicate with their publics.
Major Public Relations Tools
Advertising
Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor. Setting Advertising Objectives
The first step is to set advertising objectives. These objectives should be based on past decisions about the target market, positioning, and the marketing mix, which define the job that advertising must do in the total marketing program. The overall advertising objective is to help build customer relationships by communicating customer value. An advertising objective is a specific communication task to be accomplished with a specific target audience during a specific period of time.
Advertising objectives can be classified by their primary purpose—to inform, persuade, or remind. Table 15.1 lists examples of each of these specific objectives.
Informative advertising is used heavily when introducing a new-product category. In this case, the objective is to build primary demand.
Persuasive advertising becomes more important as competition increases. Here, the company’s objective is to build selective demand. Some persuasive advertising has become comparative advertising
(or attack advertising), in which a company directly or indirectly compares its brand with one or more other brands.
Reminder advertising is important for mature products; it helps to maintain customer relationships