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C15 Advertising and Public Relations (Major Public Relations Tools (news,…

- - - - Any paid form of nonpersonal
      - presentation and promotion of ideas,
      - goods, or services by an identified
      - sponsor.
- - - - based on past decisions about the target market, positioning, and the marketing mix, which define the job that advertising must do in the total marketing program
      - a specific communication task to be accomplished with
        a specific target audience during a specific period of time
    - - to help engage customers and build customer relationships by communicating customer
        value. Here, we discuss specific advertising objectives
      - to inform, persuade, or remind
    - - Informative Advertising
        
        Explaining how a product works
        
        Suggesting new uses for a product
        
        Telling the market about a new product
        
        Informing the market of a price change
        
        Building a brand and company image
        
        Describing available services and support
        
        Communicating customer value
        
        Correcting false impressions
      - Persuasive Advertising
        
        Changing customer perceptions of product value
        
        Persuading customers to purchase now
        
        Encouraging switching to a brand
        
        Creating customer engagement
        
        Building brand preference
        
        Building brand community
      - Reminder Advertising
        
        Reminding consumers that the product may be
        needed in the near future
        
        Reminding consumers where to buy the product
        
        Maintaining customer relationships
        
        Keeping the brand in a customer’s mind during off-seasons
  - - - What?
        
        creating advertising messages and
        selecting advertising media
      - Why?
      - How?