tailieunhanh - Lecture Principles of Marketing - Chapter 15: Advertising and public relations

After studying this chapter you will be able to understand the advertising and public relations. The main contents of this chapter include all of the following: Setting advertising objectives, setting the advertising budget, developing advertising strategy, evaluating advertising effectiveness and return on advertising investment, the role and impact of public relations, major public relations tools. | Chapter Fifteen Advertising and Public Relations 1 Advertising and Public Relations Topic Outline Advertising Setting Advertising Objectives Setting the Advertising Budget Developing Advertising Strategy Evaluating Advertising Effectiveness and Return on Advertising Investment Public Relations The Role and Impact of Public Relations Major Public Relations Tools 2 Advertising is any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor Advertising 3 Advertising Major Advertising Decisions 4 Advertising Setting Advertising Objectives An advertising objective is a specific communication task to be accomplished with a specific target audience during a specific time 5 Advertising Informative advertising is used when introducing a new product category; the objective is to build primary demand Persuasive advertising is important with increased competition to build selective demand Reminder advertising is important with mature products to | Chapter Fifteen Advertising and Public Relations 1 Advertising and Public Relations Topic Outline Advertising Setting Advertising Objectives Setting the Advertising Budget Developing Advertising Strategy Evaluating Advertising Effectiveness and Return on Advertising Investment Public Relations The Role and Impact of Public Relations Major Public Relations Tools 2 Advertising is any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor Advertising 3 Advertising Major Advertising Decisions 4 Advertising Setting Advertising Objectives An advertising objective is a specific communication task to be accomplished with a specific target audience during a specific time 5 Advertising Informative advertising is used when introducing a new product category; the objective is to build primary demand Persuasive advertising is important with increased competition to build selective demand Reminder advertising is important with mature products to help maintain customer relationships and keep customers thinking about the product Setting Advertising Objectives Note to Instructor Discussion Question When would an advertiser use each of these types of objectives? You can then draw a strong tie to the PLC. This YouTube link is to a classic Pepsi ad, which is practicing persuasive advertising. 6 Table Possible Advertising Objectives 7 Advertising Advertising strategy is the strategy by which the company accomplishes its advertising objectives and consists of: Creating advertising messages Selecting advertising media Developing Advertising Strategy 8 Developing Advertising Strategy Advertisements need to break through the clutter: Gain attention Communicate well Creating the Advertising Message Note to Instructor This Web link is for Microsoft’s new advertising campaign that was launched in 2008. The campaign was unusual as it began with two ads featuring Bill Gates and Jerry Seinfeld. These ran for only a short period of time