Ch 12 - Engaging Consumers and Communicating Customer Value: Advertising and Public Relations

Intro to Marketing - Rutgers

promotion/marketing communications mix

a specific blend of promotion tools

advertising

sales promotion

personal selling

public relation - PR

factors changing today’s marketing communications

changing consumers

changing marketing strategies

advancements in digital technology

content marketing managers

create, inspire, and share brand messages and conversations

integrated marketing communications

nature of promotion tools

the various methods used to communicate with consumers, including advertising, public relations, sales promotions, and direct marketing

advertising

personal selling

sales promotion

public relations

direct and digital marketing

push vs pull promotion strategy

refers to the methods used to promote products, where push strategies focus on pushing products through the distribution channels to customers, while pull strategies aim to create demand from consumers, encouraging them to seek out the product

major advertising decisions

the key choices marketers make regarding the advertising strategy, including objectives, budget, message, media, and evaluation and how to reach the target audience effectively

possible advertising objectives

informative advertising

persuasive advertising

reminder advertising

methods of setting the advertising budget

affordable method

percentage-of-sales method

competitive-parity method

objective-and-task method

major advertising strategy elements

creating advertising messages

selecting advertising media

advertising media

vehicles through which advertising messages are delivered to their intended audiences

steps in advertising media selection

determining reach, frequency, impact and engagement

choosing among major media types

selecting specific media vehicles

choosing media timing

major media types

television

digital, mobile, and social media

newspapers

direct mail

magazines

radio

outdoor

return on advertising investment

net return on advertising investment divided by costs of the advertising investment

advertisers should regularly evaluate

communication effects

sales and profit effects

advertising agency

assists companies in planning, preparing, implementing, and evaluating all or portions of their advertising programs

standardization of international advertising benefits

lower advertising costs

greater global advertising coordination

more consistent worldwide image

standardization of international advertising drawbacks

ignores the fact the country markets differ in their cultures, demographics, and economic conditions

functions of public relations - PR departments

press relations of press agency

product publicity

public affairs

lobbying

investor relations

development

public relations

promotes products, people, ideas, organizations, and nations

builds good relations with consumers, investors, the media, and communities

rebuilds interest in commodities for trade associations

role and impact of PR

strong impact on public awareness at a lower cost than advertising

power to engage consumers and make them part of the brand’s story

limited and scattered use

powerful brand-building tools

major public relations tools

news

special events

written materials

videos

corporate identity materials

public service activities