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Advertising and Public Relations: Types, Objectives, Strategies, and Ethics - Prof. Ann Go, Study notes of Principles of Marketing

Southern Illinois University (SIU) - Edwardsville Principles of Marketing

Prof. Ann Gorman

This chapter outlines the concepts of advertising and public relations, including their types, objectives, strategies, and ethical considerations. Topics covered include product advertising, institutional advertising, comparative advertising, celebrity testimonials, retail advertising, interactive advertising, creating an advertisement, media selection, media scheduling, organization of the advertising function, public relations, cross-promotion, and measuring promotional effectiveness.

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Ch16 outline: Advertising and Public Relations

1. Advertising

a. Types of advertising

i. Product advertising

1. Nonpersonal selling of a particular good or service

ii. Institutional advertising

1. Promotes a concept, idea, philosophy, or goodwill of an industry,

company, organization, person, geographic location , or government

agency

b. Objectives of advertising Table 16.1 (pg 528)

i. Inform

ii. Persuade

iii. Remind

iv. Informative advertising

1. Develop initial demand for a good/service/organization/persona/place/

idea/cause

v. Persuasive

1. Increase demand for an existing

good/service/organization/persona/place/idea/cause

vi. Reminder advertising

1. Reinforce previous promotional activity by keeping the name of a good/

service/organization/persona/place/idea/cause before the public

2. advertising strategies

a. comparative advertising

i. comparative advertising

1. emphasis advertising messages with direct or indirect comparisons to

dominate brands in the industry

b. celebrity testimonials

c. retail advertising

i. retail advertising

1. includes all advertising by retail stores that sell goods or services directly

to the consuming public

d. interactive advertising

i. interactive advertising

1. involves 2-way promotional messages transmitted through

communication channels that induce message recipients to participate

actively in the promotional effort

3. creating an advertisement

a. translate advertising objectives into advertising plans

b. Table 16.2 (pg. 534)

4. advertising messages

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Ch16 outline: Advertising and Public Relations

Advertising a. Types of advertising i. Product advertising 1. Nonpersonal selling of a particular good or service ii. Institutional advertising
Promotes a concept, idea, philosophy, or goodwill of an industry, company, organization, person, geographic location , or government agency b. Objectives of advertising Table 16.1 (pg 528) i. Inform ii. Persuade iii. Remind iv. Informative advertising
Develop initial demand for a good/service/organization/persona/place/ idea/cause v. Persuasive
Increase demand for an existing good/service/organization/persona/place/idea/cause vi. Reminder advertising
Reinforce previous promotional activity by keeping the name of a good/ service/organization/persona/place/idea/cause before the public
advertising strategies a. comparative advertising i. comparative advertising 1. emphasis advertising messages with direct or indirect comparisons to dominate brands in the industry b. celebrity testimonials c. retail advertising i. retail advertising 1. includes all advertising by retail stores that sell goods or services directly to the consuming public d. interactive advertising i. interactive advertising 1. involves 2-way promotional messages transmitted through communication channels that induce message recipients to participate actively in the promotional effort
creating an advertisement a. translate advertising objectives into advertising plans b. Table 16.2 (pg. 534)
advertising messages

a. intro i. advertising campaign

series of different but related ads that use a single theme and appear in different media within a specified time period b. advertising appeals i. fear appeals ii. humor appeals iii. ads based on sex c. developing and preparing ads i. Elements of ad
Headline
Illustration
Body copy a. Informs, persuades, and stimulates buying action
signature d. creating interactive ads
media selection Table 16.2 (pg. 539) a. television b. radio c. newspapers d. magazines e. direct mail f. outdoor advertising g. interactive media h. other advertising media
media scheduling
organization of the advertising function a. advertising agencies
public relations a. marketing and nonmarketing public relations i. Nonmarketing public relations
Company’s message about general management issues ii. Marketing public relations
Narrowly focused public relations activities that directly support marketing goals b. publicity
cross-promotion
measuring promotional effectiveness a. measuring advertising effectiveness i. intro
media research

Advertising and Public Relations: Types, Objectives, Strategies, and Ethics - Prof. Ann Go, Study notes of Principles of Marketing

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Download Advertising and Public Relations: Types, Objectives, Strategies, and Ethics - Prof. Ann Go and more Study notes Principles of Marketing in PDF only on Docsity!