1/5/2025
Principles of Marketing: An Asian
Perspective
Fourth Edition
Chapter 15
Advertising and
Public Relations
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Learning Objectives (1 of 1)
15.1 Define the role of advertising in the promotion mix.
15.2 Describe the major decisions involved in
developing an advertising program.
15.3 Define the role of public relations in the promotion
mix.
15.4 Explain how companies use PR to communicate
with their publics.
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1/5/2025
Learning Objective 15.1 (1 of 2)
• Define the role of advertising in the promotion mix.
Advertising
Advertising is any paid
form of nonpersonal
presentation and
promotion of ideas,
goods, or services by an
identified sponsor.
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Advertising (2 of 2)
Major Advertising Decisions
Figure 15.1 Major Advertising Decisions
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Learning Objective 15.2 (1 of 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 Return
on Advertising Investment
– Other Advertising Considerations
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Setting Advertising Objectives (1 of 4)
• An advertising objective is a
specific communication task to
be accomplished with a specific
target audience during a specific
time.
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Setting Advertising Objectives (2 of 4)
• 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.
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Setting Advertising Objectives (3 of 4)
Table 15.1 Possible Advertising Objectives
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Setting Advertising Objectives (4 of 4)
Factors to Consider
• Stage in product life cycle
• Market share
• Competition
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Developing Advertising Strategy (1 of 14)
Advertising strategy is the strategy by which the
company accomplishes its advertising objectives and
consists of:
• Creating advertising messages
• Selecting advertising media
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Developing Advertising Strategy (2 of 14)
Creating the Advertising
Message and Brand Content
• 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.
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Developing Advertising Strategy (3 of 14)
Creating the Advertising Message and Brand
Content
Advertisements need to be better planned, more
imaginative, more entertaining, and more rewarding
to consumers.
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Developing Advertising Strategy (4 of 14)
Creating the Advertising Message and Brand
Content
Message and content strategy-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
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Developing Advertising Strategy (5 of 14)
Message and Content Strategy
The creative concept is 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
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Developing Advertising Strategy (6 of 14)
Message Execution
• 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.
• The creative team must find the best approach, style, tone,
words, and format for executing the message.
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Developing Advertising Strategy (7 of 14)
Message Execution
• Slice of life
• Lifestyle
• Fantasy
• Mood or image
• Musical
• Personality symbol
• Technical expertise
• Scientific evidence
• Testimonial or endorsement
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Developing Advertising Strategy (8 of 14)
Message Execution
Message execution also
includes:
• Tone
– Positive or negative
• Attention-getting words
• Format
– Illustration
– Headline
– Copy
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Developing Advertising Strategy (9 of 14)
Consumer Generated Content
• Consumers submit ad message ideas, videos, and
other brand content.
• Incorporates the voice of the customer into brand
messages
• Generates greater customer engagement
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Developing Advertising Strategy (10 of 14)
Selecting Advertising Media
The major steps in advertising media selection are:
• Determining reach, frequency, impact, and engagement
• Choosing among major media types
• Selecting specific media vehicles
• Choosing media timing
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Developing Advertising Strategy (11 of 14)
Determining Reach, Frequency, Impact, and
Engagement
• 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.
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Developing Advertising Strategy (12 of 14)
Choosing among Major
Media Types
Selecting media vehicles
involves decisions presenting
the message effectively and
efficiently to the target
customer and must consider
the message’s:
• Impact
• Effectiveness
• Cost
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Profiles of Major Media Types
Table 15.2 Profiles of Major Media Types
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Developing Advertising Strategy (13 of 14)
Choosing among Major Media Types
Narrowcasting focuses the message on selected
market segments.
• Lowers cost
• Targets more effectively
Selecting Specific Media Vehicles
• Television
• Magazine
• Online and mobile vehicles
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Developing Advertising Strategy (14 of 14)
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
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Evaluating Advertising Effectiveness and
Return on Advertising Investment
• Return on advertising investment is 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.
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Other Advertising Considerations
• Organizing for advertising
– Agency vs. in-house
• International advertising decisions
– Standardization or Adaptation
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Learning Objective 15.3 (1 of 2)
• Define the role of public relations in the promotion
mix.
– Public Relations
– The Role and Impact of PR
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Public Relations (1 of 3)
Public relations involves 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.
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Public Relations (2 of 3)
• Press relations or press agency 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 involves building and maintaining
national or local community relations.
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Public Relations (3 of 3)
• 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 involves public relations with donors or
members of nonprofit organizations to gain financial or
volunteer support.
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The Role and Impact of Public
Relations
• Lower cost than advertising
• Stronger impact on public awareness than advertising
• Has power to engage consumers and make them part
of the brand story
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Learning Objective 15.4 (1 of 2)
• Explain how companies use PR to communicate with
their publics.
– Major Public Relations Tools
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Major Public Relations Tools
• News
• Speeches
• Special events
• Written materials
• Corporate identity materials
• Public service activities
• Buzz marketing
• Social networking
• Internet
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