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Chapter 15 - Coggle Diagram
Chapter 15
Public Relations. Public relations is used to promote product, people, ideas, and activities.
Lobbying
Investor relations
Public affairs
Product publicity
Development
Press relations or press agency
Advertising
Evaluating Advertising Effectiveness and Return on Advertising Investment
Sales and profit needs
Communication effects
Developing Advertising Programs
Setting the advertising budget
Market share
Building or taking market share requires larger budgets.
Markets with heavy competition or high advertising clutter require larger budgets
Undifferentiated brands require larger budgets.
Product life-cycle stage
New products require larger budgets
Mature brands require lower budgets
Developing advertising strategy
Creating the Advertising Message
Message execution
Creative concept
Message strategy
Selecting media vehicles
Step 1: Deciding on reach-frequency-impact
Step 2: Selecting media vehicles
Step 3 : Deciding on media timing
Advertising strategy: is the strategy by which the company accomplishes its advertising objectives.
Setting advertising objectives
Persuasive advertising
Comparative advertising
Informative advertising
Reminder advertising