Chapter 15
Advertising and Public Relations
A presentation by: Shahneela Naheed
What is advertising?
Any paid form of non-personal presentation and
promotion of ideas, goods and services by an
identified sponsor.
Major advertising decisions
What is advertising objective?
A specific communication task to be accomplished with a
specific target audience during a specific period of time.
Possible advertising objectives
1. Informative advertising: is used when introducing a new product
category. Consumers need a lot of information before the purchase
hence these messages provide required information.
2. Persuasive advertising: becomes very important when competition
increases. It can also be called comparative advertising where
companies compare directly or indirectly with one or more other
brands.
3. Reminder advertising: is important for mature products- it helps to
maintain customer relationships and keep consumers thinking
about the product.
Informative
advertising
Persuasive
advertising
Reminder
advertising
Developing advertising strategy
Advertising strategy: the strategy by which the company
accomplishes its advertising objectives.
It consists of two major elements:
1. Creating advertising messages and
2. Selecting advertising media.
Creating the advertising message
Breaking through the clutter: Clutter is of increasing concern to
advertisers since there are so many messages in various
media competing for the consumer’s attention. Ad clutters
can be beaten in following ways:
1. Repetitive advertisements can facilitate brand recall and
strengthen linkages.
2. Explain the same message theme in different environments.
3. Utilize multiple medium to communicate the same
message.
Message strategy
The advertiser must develop a compelling creative concept or
big idea- that will bring the message strategy to life in a
distinctive and memorable way.
Creative concept will guide the choice of specific appeals to
be used in an advertising campaign.
Advertising appeals should have three characteristics:
1. They should be meaningful- points out benefits.
2. They must be believable.
3. They should also be distinctive. They should tell how the
product is better than the competing brands.
Message Execution or Execution style
◻ An execution style is the style or manner in
which an advertisement message is presented.
It is the tone, word, style, approach and format
for executing the message.
Slice of life
◻ In slice of life commercials, advertisers provide
solutions to the everyday problems consumers face.
This style shows one or more typical people using the
product in a normal setting.
◻ For example, in Surf Excel, the detergent powder
advertisement, a housewife encounters her son with
dirty clothes, which is a problem. Then she interacts
with another housewife who is also a mother with
similar situation and she presents her the solution-
Surf Excel.
Components of a slice-of-life ad
Encount Proble Interact Solutio
er m ion n
Lifestyle
This style shows how a product fits in with a particular lifestyle.
For example, Bollywood actress and celebrity Kalki
Koechlin advertises for “Oil of Olay- 7 in one – Total
Effects, Anti- aging daily moisturizer” where she says
that this cream is perfect for her as she has very
busy schedule and the cream has 7 benefits- all in
one. So, it fits perfectly with her hectic lifestyle.
Fantasy
◻ Fantasy executions are designed to lift the audience
beyond the real world to a make-believe
experience.
◻ Some are meant to be realistic, but most are
fantasies that are irrational.
Mood or image
This style builds a mood or image around the product or service
such as beauty, love or serenity.
For example, Singapore Airlines feature soft lighting, and refined
flight attendants pampering relaxed and happy customers.
Musical
This style shows people or cartoon characters singing about the
product.
For example, the jingle and the words in RC Cola ad are really
sweet on the ears, and listeners usually keep humming the tune
several hours after they have seen it.
Personality symbol
This style creates a character that represents the product.
The character might be animated.
Tony the Tiger
Louie the Fly
Ronald McDonald the Clown Colonel Sanders
Technical Expertise
This style shows the company's expertise in making the product.
For example, Dilmah’s Watte tea ads remind tea drinkers of
Dilmah’s practice of using only single origin, fresh tea leaves
from tea gardens owned by them (100% pure Ceylon).
Scientific evidence
This style presents survey or scientific evidence that the brand is
better or better liked than one or more other brands.
For example, for years, Colgate toothpaste has used scientific
evidence to convince buyers that Colgate is better than other
brands at fighting cavities.
Testimonial evidence or Endorsement
◻ When a customer is presented in an advertising telling
about a positive experience with a product/service – it is a
testimonial.
◻ It could be ordinary people saying how much they like a
given product or service.
◻ Testimonials enhances company credibility.
Selecting advertising media
Advertising media: the vehicles through which advertising messages
are delivered to their intended audiences.
The major steps in advertising media selection are:
[Link] on reach, frequency and impact
[Link] among major media types
[Link] specific media vehicles
[Link] on media timing
Deciding on reach, frequency and impact
Reach: reach is a measure of percentage of people in the target market
who are exposed to the ad campaign during a given period of time. For
example, advertiser may target to reach 70% of the target market during
the first three months.
Frequency: frequency is a measure of how many times the average person
in the target market is exposed to the message. For example, advertiser
might want an average exposure frequency of three.
Impact: the advertiser must also determine the desired media impact- the
qualitative value of message exposure through a given medium. For
example, the same message is one medium (Prothom Alo) may be more
believable than in another way (Jugantor).
Selecting specific media vehicles
Media planners must also choose the best media vehicles. For
example, newspaper vehicles include The Daily Star, Prothom
Alo, Financial Express; online and mobile vehicles include
Facebook, Youtube.
Media planners should also decide the cost of producing ads
for different media. Newspaper ads may cost very little where
as flashy television ads may be very costly.
Planners should evaluate the media vehicle’s audience quality.
They should consider audience engagement.
They should assess the vehicle’s editorial quality.
Deciding on media timing
The primary objective of scheduling is to time
promotional efforts so that they will match with the
highest potential buying times.
For some products, these times are not easy to
identify, for others they are very obvious.
Three methods of promotional scheduling
Three Scheduling methods
1. Continuity schedules keep the brand exposed to consumers throughout the
year. So there is a continuous pattern of advertising, which may mean
everyday, every week or every month. The key is that a regular pattern is
developed without gaps or non-advertising periods.
For example, advertising for goods consumed on a daily basis like food
products, laundry detergents or other products which are consumed
without regard for seasonality.
1. Flighting schedules (seasonal advertising) employ a less regular schedule.
It involves spending money at just certain times of the year and with no
advertising at other times.
This approach works well for seasonal products, such as winter body lotion,
snow removal equipment etc.
Three Scheduling methods
3. Pulsing schedules is actually a combination of the first two
methods. It involves continuous advertising during the entire year
with bursts of higher intensity at specific times. The scheduling
strategy depends on the objectives, buying cycles, budget and
other factors.
For example, advertising of fruit juices, Tang during Ramadan when
some products are more consumed compared to the rest of the
year.
Evaluating advertising effectiveness and return on
advertising investment
Advertisers should evaluate two types of advertising results:
1. Communication effects: this tells whether the ad and the media are
communicating the ad message well.
2. Sales and profit effects: One way to measure is to compare past
sales and profits with past advertising expenses. Another is through
experiments.
ROI: the net return on advertising investment divided by the costs of
the advertising investment.
What is PR?
The planned and sustained effort to establish
and maintain goodwill and mutual
understanding between an organization and
its publics.
Major PR tools
News: it is very important to create favorable news about the company.
Speeches: can also create product and company publicity.
Public relations people also prepare written materials to reach and
influence their target markets.
Audio visual materials such as slide and sound programs, DVDs, and
online videos are being used increasingly as communication tools.
Companies can improve public goodwill by contributing money and
time to public service activities.
Marketers now also design buzz marketing campaigns to generate
excitement and favorable word of mouth for their brands.
Special events: ranging from news conferences, press tours, grand
openings, multimedia presentations or educational programs designed to
reach and interest target publics.