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Advertising and Public Relations : chapter Advertising and Public Relations 15 Prepared by Deborah Baker Texas Christian University


Learning Objectives : chapter Learning Objectives 15 1. Discuss the effect of advertising on market share and consumers. 2. Identify the major types of advertising. 3. Discuss the creative decisions in developing an advertising campaign.


Learning Objectives (continued) : chapter Learning Objectives (continued) 15 4. Describe media evaluation and selection techniques. 5. Discuss the role of public relations in the promotional mix.


Learning Objective : Learning Objective 1 Discuss the effect of advertising on market share and consumers.


Advertising : Advertising U.S. advertising spending exceeds $215 billion per year Industry employs only 272,000 Ad budgets of some firms exceed over $2 billion per year 1


Advertising and Market Share : Advertising and Market Share New brands spend proportionately more for advertising than old ones. A certain level of exposure is needed to affect purchase habits. Beyond a certain level, diminishing returns set in. 1


Advertising and the Consumer : Advertising and the Consumer Average U.S. citizen is exposed to hundreds of ads each day. Advertising may change a consumer’s attitude toward a product. Advertising can affect consumer ranking of brand attributes. 1


Learning Objective : Learning Objective 2 Identify the major types of advertising.


Major Types of Advertising : Major Types of Advertising 2


Major Types of Advertising : Major Types of Advertising 2


Product Advertising : Product Advertising 2


Learning Objective : Learning Objective Discuss the creative decisions in developing an advertising campaign 3


Advertising Campaign : Advertising Campaign A series of related advertisements focusing on a common theme, slogan, and set of advertising appeals. 3


Steps in Creating an Advertising Campaign : Steps in Creating an Advertising Campaign 3


Setting Objectives:The DAGMAR Approach : Setting Objectives: The DAGMAR Approach 3


Creative Decisions : Creative Decisions 3


Identify Product Benefits : Identify Product Benefits 3 “Sell the Sizzle, not the Steak” Sell product’s benefits, not its attributes A benefit should answer “What’s in it for me?” Ask “So?” to determine if it is a benefit


Advertising Appeal : Advertising Appeal 3 Reason for a person to buy a product.


Common Advertising Appeals : Common Advertising Appeals 3


Unique Selling Proposition : Unique Selling Proposition 3 Desirable, exclusive, and believable advertising appeal selected as the theme for a campaign.


Executing the Message : Executing the Message 3


Learning Objective : Learning Objective Describe media evaluation and selection techniques. 4


Media Types : Media Types 4


Advertising Spending for 1999 : Advertising Spending for 1999 4


Newspapers : Newspapers 4


Cooperative Advertising : Cooperative Advertising An arrangement in which the manufacturer and the retailer split the costs of advertising the manufacturer’s brand. 4


Magazines : Magazines 4


Radio : Radio 4


Television : Television 4


Outdoor Media : Outdoor Media 4


Internet and World Wide Web : Internet and World Wide Web 4


Alternative Media : Alternative Media 4


Media Selection Considerations : Media Selection Considerations 4


Media Selection Considerations : Media Selection Considerations 4


Media Scheduling : Media Scheduling 4


Media Scheduling : Media Scheduling 4


Learning Objective : Learning Objective Discuss the role of public relations in the promotional mix. 5


Public Relations : Public Relations 5


Functions of Public Relations : Functions of Public Relations 5


Public Relations Tools : Public Relations Tools 5


Managing Unfavorable Publicity : Managing Unfavorable Publicity 5 A coordinated effort to handle the effects of unfavorable publicity or of an unfavorable event. Crisis Management