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Chapter 15 - Coggle Diagram
Chapter 15
Public relations
include
Press relations or press agency
Product and brand publicity
Public affairs
Lobbying
Investor relations
Development
The role and impact of PR
strong impact at a much lower cost than advertising can
greater impact than advertising
Major public relations tools
news
special events,
written materials
Audiovisual materials
Corporate identity materials
public service activities
Evaluating advertising effectiveness and the return on advertising investment
return on advertising investment
the net return on advertising investment divided by the costs of the advertising investment
advertisers should regularly evaluate two types of advertising results
the communication effects
the sales and profit effects
are affected by product features , price and availability...
individual ads can be tested before or after they are run
Advertising
Setting the advertising budget
Depends on its stage in the product life cycle
The euros and other resources allocated to a product or a company advertising programme
Managers must rely on large doses of judgement along with more quantitative analysis
Advertising is one of the easiest budget items to cut when economic times get tough
Setting advertising objectives
A specific communication task to be accomplished with a specific target audience during a specific period of time
Classified by their primary purpose
Persuade
Remind
Inform
Developing advertising strategy
Creating the advertising message
Breaking through the clutter
Merging advertising and entertainment
advertainment
brand integrations
Message and content strategy
Develop a compelling
creative concept
simple message ideas become great ad campaigns
Message strategy statements
be plain, straightforward outlines of benefits and positioning points that the advertiser wants to stress
Advertising appeals
meaningful
believable
distinctive
Message execution
Execution styles
Slice of life
Lifestyle
Fantasy
Mood or image
Musical
Personality symbol
Technical expertise
Scientific evidence
Testimonial evidence or endorsement
The advertiser must
choose a tone for the ad
use memorable and attention-getting words in the ad
Format elements make a difference in an ad’s impact as well as in its cost
Consumer-generated content
Sometimes the results are outstanding; sometimes they are forgettable
Many companies are now tapping consumers for marketing content, message ideas, or even actual ads and videos
User-generated content can incorporate the voice of the customer into brand messages and generate greater customer engagement.
Selecting advertising media
selecting specific media vehicles
choosing media timing
choosing among major media types
determining reach, frequency, impact and engagement
Other advertising considerations
organizing for advertising
advertising agency
assists companies in planning , preparing , implementing and evaluating all or portions of their advertising programs
agencies employ specialists
offer perform advertising and brand content tasks better than others
international advertising decisions
face many complexities not encountered by domestic advertisers
standardization produces have many benefits and drawbacks
ad media costs and availability differ vastly from country to country