Chapter Fifteen
Advertising and Public Relations
Copyright © 2009 Pearson Education, Inc. Chapter 15 - slide 1
Publishing as Prentice Hall
The Promotional Mix
Elements of
Promotional Mix
Copyright © 2023 Pearson Education, Inc.
Chapter 15 - slide 2
Publishing as Prentice Hall
Learning Objectives
1. Define the role of advertising in the
promotion mix.
2. Describe the major decisions involved in
developing an advertising program.
3. Define the role of public relations in the
promotion mix.
4. Explain how companies use PR to
communicate with their publics.
Advertising
Defined as paid, non-personal
presentation and promotion of
ideas, goods, or services by an
identified sponsor
– Space or time for advertising must be
bought
– Transmit message to large groups of
individuals
Copyright © 2023 Pearson Education, Inc.
Chapter 15 - slide 6
Publishing as Prentice Hall
Advertising
Mass media
– TV
– Radio
– Magazines/
Newspaper
Magazine
– Billboards Billboard
Radio
Copyright © 2021 Pearson Education, Inc.
[Link] Chapter 15 - slide 7
Publishing as Prentice Hall
Advertising
Developing and Advertising Programs
Copyright © 2023 Pearson Education, Inc.
Chapter 15 - slide 8
Publishing as Prentice Hall
Advertising
Setting Advertising Objectives
An advertising objective is a specific communication
task to be accomplished with a specific target
audience during a specific time
Objectives are classified
by primary purpose
• Inform
• Persuade
• Remind
Copyright © 2023 Pearson Education, Inc.
Chapter 15 - slide 9
Publishing as Prentice Hall
Advertising
Setting Advertising Objectives
Informative advertising is
used when introducing a new
product category; the objective is
to build primary demand
Copyright © 2023 Pearson Education, Inc.
Chapter 15 - slide 10
Publishing as Prentice Hall
Advertising
Setting Advertising Objectives
Persuasive advertising is important with increased competition to
build selective demand. It aims to create liking for a product
Copyright © 2023 Pearson Education, Inc.
Chapter 15 - slide 11
Publishing as Prentice Hall
Advertising
Setting Advertising Objectives
[Link]
Comparative
advertising
directly or
indirectly
compares
the brand
with one or
more other
brands
Copyright © 2023 Pearson Education, Inc.
Chapter 15 - slide 12
Publishing as Prentice Hall
Advertising
Setting Advertising Objectives
Reminder advertising is important
with mature products to help maintain
customer relationships and keep customers
thinking about the product.
Ex: “Snickers”, the famous and long known
chocolate-peanut candy bar, launches an
advertising campaign to re- emphasize
its full load of peanuts and caramel, to
remind us that it’s still here in the midst
of plenty of competing candy bars.
Copyright © 2023 Pearson Education, Inc.
Chapter 15 - slide 13
Publishing as Prentice Hall
Comparative
Table 15.1
Possible Advertising Objectives
Copyright © 2023 Pearson Education, Inc.
Chapter 15 - slide 15
Publishing as Prentice Hall
Advertising
Setting the Advertising Budget
Factors to consider when setting the budget
• Product life-cycle stage
• Market share
• Competition
Copyright © 2023 Pearson Education, Inc.
Chapter 15 - slide 16
Publishing as Prentice Hall
Advertising
Setting the Advertising Budget
Product life-cycle stage
• New products require larger budgets
• Mature brands require lower budgets
Market share
• Building or taking market share requires larger
budgets
Competition
• Markets with heavy competition or high
advertising clutter require larger budgets
• Undifferentiated brands require larger budgets
Copyright © 2023 Pearson Education, Inc.
Chapter 15 - slide 17
Publishing as Prentice Hall
Advertising
Setting the Advertising Budget
Product life-cycle stage
• New products require larger budgets
• Mature brands require lower budgets
Copyright © 2023 Pearson Education, Inc.
Chapter 15 - slide 18
Publishing as Prentice Hall
Advertising
Developing Advertising Strategy
Advertising strategy is the strategy by
which the company accomplishes its
advertising objectives and consists of:
• Creating advertising messages
• Selecting advertising media
Copyright © 2023 Pearson Education, Inc.
Chapter 15 - slide 19
Publishing as Prentice Hall
Advertising
Creating the Advertising Message & Contents
Advertisements
need to break
through the clutter:
• Gain attention
• Communicate
well
Copyright © 2023 Pearson Education, Inc.
Chapter 15 - slide 20
Publishing as Prentice Hall
Advertising
Creating the Advertising Message & Contents
Advertising clutter: Today’s consumers can easily skip, mute, or
block TV and digital content they don’t want to watch. And,
increasingly, they are choosing not to watch ads.
[Link]
Copyright © 2021 Pearson Education, Inc.
Chapter 15 - slide 24
Publishing as Prentice Hall
Advertising
Creating the Advertising Message
Message strategy
Creative concept
Message execution
Copyright © 2021 Pearson Education, Inc.
Chapter 15 - slide 26
Publishing as Prentice Hall
Advertising
Creating the Advertising Message
Message strategy is the general message that will be
communicated to consumers
• Identifies consumer benefits
• Follows from company’s broader positioning and customer
value creation strategies
Copyright © 2021 Pearson Education, Inc.
Publishing as Prentice Hall
Advertising
Creating the Advertising Message
Creative concept is the
"big idea" that will bring the
message strategy to life and guide
specific appeals to be used in an
advertising campaign
Characteristics of the appeals:
• Meaningful
• Believable
• Distinctive
Copyright © 2021 Pearson Education, Inc.
Chapter 15 - slide 28
Publishing as Prentice Hall
Advertising
Creating the Advertising Message
• 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.
Copyright © 2021 Pearson Education, Inc.
Chapter 15 - slide 29
Publishing as Prentice Hall
Advertising
Creating the Advertising Message
Message execution
Copyright © 2021 Pearson Education, Inc.
Chapter 15 - slide 30
Publishing as Prentice Hall
Advertising
Creating the Advertising Message
Slice of life Lifestyle Fantasy
Mood or Personality
image Musical symbol
Testimonial
Technical Scientific
or
expertise evidence
endorsement
Copyright © 2021 Pearson Education, Inc.
Chapter 15 - slide 31
Publishing as Prentice Hall
Advertising
Creating the Advertising Message
Message execution also includes:
• Tone
– Positive or negative
• Attention-getting words
• Format
– Illustration
– Headline
– Copy
Copyright © 2021 Pearson Education, Inc.
Chapter 15 - slide 33
Publishing as Prentice Hall
Advertising
Creating the Advertising Message
Consumer Generated Messages
• YouTube videos
• Brand Web site contests
• Positives
– Low expense
– New creative ideas
– Fresh perspective on brand
– Boost consumer involvement
[Link]
Copyright © 2010 Pearson Education, Inc.
P0Hs0ADJY&index=1&list=PLg1GLiSDJqkMtJ_ib22phNNVH5Zc3uyzi
Chapter 15 - slide 27
Publishing as Prentice Hall
Advertising
Creating the Advertising Message
Consumer Generated Messages
Copyright © 2010 Pearson Education, Inc.
Chapter 15 - slide 27
Publishing as Prentice Hall
Advertising
Selecting Advertising Media
Major steps include:
• Deciding on reach-frequency-impact
• Selecting media vehicles
• Deciding on media timing
Copyright © 2021 Pearson Education, Inc.
Chapter 15 - slide 36
Publishing as Prentice Hall
Advertising
Selecting Advertising Media
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
Copyright © 2021 Pearson Education, Inc.
Chapter 15 - slide 37
Publishing as Prentice Hall
Advertising
Selecting Advertising Media
Selecting media vehicles involves decisions presenting
the media effectively and efficiently to the target
customer and must consider the message’s:
• Impact
• Effectiveness
• Cost
Copyright © 2021 Pearson Education, Inc.
Chapter 15 - slide 38
Publishing as Prentice Hall
Advertising
Selecting Advertising Media
When deciding on media
timing, the planner must
consider:
• Seasonality
• Pattern of the advertising
– Continuity—scheduling within
a given period
– Pulsing—scheduling unevenly
within a given period
Copyright © 2021 Pearson Education, Inc.
Chapter 15 - slide 41
Publishing as Prentice Hall
Continuous Schedule
Copyright © 2021 Pearson Education, Inc.
Chapter 1534- slide 34
Publishing as Prentice Hall
Pulsing Schedule
Copyright © 2021 Pearson Education, Inc.
Chapter 15
35- slide 35
Publishing as Prentice Hall
Advertising
Evaluating the Effectiveness and Return on
Advertising Investment
Communication effects indicate whether the ad and
media are communicating the ad message well
and should be tested before or after the ad runs
Sales and profit effects compare past sales and
profits with past expenditures or through
experiments
Copyright © 2021 Pearson Education, Inc.
Chapter 15 - slide 44
Publishing as Prentice Hall
Public Relations
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
Public relations is used to promote product,
people, ideas, and activities
Copyright © 2021 Pearson Education, Inc.
Chapter 15 - slide 46
Publishing as Prentice Hall
Public Relations
Public Relations
Public relations department functions include:
• Press relations or press agency
• Product publicity
• Public affairs
• Lobbying
• Investor relations
• Development
Copyright © 2021 Pearson Education, Inc.
Chapter 15 - slide 48
Publishing as Prentice Hall
Public Relations
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
Copyright © 2021 Pearson Education, Inc.
Chapter 15 - slide 49
Publishing as Prentice Hall
Public 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 involves public relations with
donors or members of nonprofit
organizations to gain financial or
volunteer support
Copyright © 2021 Pearson Education, Inc.
Chapter 15 - slide 50
Publishing as Prentice Hall
Public Relations
The Role and Impact of Public Relations
• Lower cost than advertising
• Stronger impact on public awareness than
advertising
Copyright © 2021 Pearson Education, Inc.
Chapter 15 - slide 51
Publishing as Prentice Hall
Public Relations
Major Public Relations Tools
Written
News Speeches Special events
materials
Corporate
Audiovisual identity Public service Buzz marketing
materials materials activities
Social Mobile tour Internet
networking marketing
Copyright © 2021 Pearson Education, Inc.
Chapter 15 - slide 52
Publishing as Prentice Hall
All rights reserved. No part of this publication may be reproduced, stored in a
retrieval system, or transmitted, in any form or by any means, electronic,
mechanical, photocopying, recording, or otherwise, without the prior written
permission of the publisher. Printed in the United States of America.
Copyright © 2021 Pearson Education, Inc.
Publishing as Prentice Hall
Copyright © 2021 Pearson Education, Inc.
Chapter 15 - slide 54
Publishing as Prentice Hall