Chapter 9 - Advertising and Public Relations

Advertising objectives

Inform, persuade, or remind target audience during a specific period.

Informative advertising

Introduces a new product and explains its benefits.

Persuasive advertising

Builds selective demand and encourages switching brands.

Reminder advertising

Keeps customers thinking about a mature product.

Advertising strategy

How a company accomplishes its objectives through message and media decisions.

Creative concept

The compelling “big idea” that transforms the message into memorable communication.

Advertising appeals

Should be meaningful, believable, and distinctive.

Message execution styles

Slice of life, lifestyle, fantasy, mood or image, musical, personality symbol, technical expertise, scientific evidence, testimonial evidence.

Media planning

Deciding on reach, frequency, impact, and selecting media types and vehicles.

Media timing

Continuity, pulsing, or flighting schedules.

Return on Advertising Investment (ROAI)

Net return on advertising divided by advertising costs.

Public relations tools

Press relations, product publicity, public affairs, lobbying, investor relations, development.

Advertainment / Branded entertainment

Merging advertising with entertainment to engage audiences.

Product placement

Including brands or products in movies, TV shows, or online content.

Native advertising

Advertising designed to blend in with the content it appears within.

Social responsibility in advertising

Avoiding deceptive practices, false claims, or stereotypes

PR objectives

Build awareness, enhance credibility, stimulate sales force and channel partners, and influence public policy.

Major PR functions

Press relations, public affairs, investor relations, and crisis management.