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UNIT 15: Advertising and Public Relations (PR) - Coggle Diagram
UNIT 15: Advertising and
Public Relations (PR)
Advertising Programs, 4 steps:
Advertising: non-personal presentation and promotion of ideas, goods, or services
1. set objectives
From target audience to marketing mix.
Specific
(cụ thể) p
resent
to
specific
target
a
udience
on time
four phases :
Informative: Introduce new categories
Persuasive: Build demand
Comparative: Compare brands
Reminder: Maintain customer relationships
2. set budget
Advertising budgets different with
product life-cycle
the first phase, rise in advertising, decrease in the last phase.
The less differentiated the product => the more advertising required
3. stratery(message, media)
Create message
Consumers see 3,000 to 5,000 ads daily
=> angry
Ads need to be planned, imaginative, entertaining, and rewarding(bổ ích)
Stages:
Message
Strategy
(plan, for TA)
Creative
Concept
Message
Execution
(tiến hành)
The creative team must find the
best approach, style, tone, words, and format
for executing the message.
Execution styles
Slice of life(đưa sp vào đời sống)
Lifestyle
Fantasy(trí tưởng tượng lên cao)
Mood/image(beautiful model)
Musical (nhạc riêng cho qc)
personality(nvat đại diện sp)
Technical expertise(thể hiện chuyên môn kỹ thuật khi tạo sp)
Scientific evidence(bằng chứng khoa học)
Testimonial (bằng chứng xác nhận sp)
Consumer-generated(ng dùng tạo) messages
Selecting Media
Steps
Decide on media timing
Plan advertising over the course of a year.
Deciding on reach, frequency, impact(Quyết định về phạm vi tiếp cận, tần suất, tác động)
Reach: Target market exposure percentage(tỉ lệ tiếp xúc)
Frequency: Message repetition(lặp lại) to the market
Impact: Attractive content
Select media vehicle
Balance media costs with:
Audience quality
Engagement(mức độ tương tác)
Editorial quality
Choose specific options within media types.
4. Evatuation(đánh giá)
Advertising effects
Communication effects test
if the Ads and media convey the
message effectively
.
Sales and profit effects
compare
money to pay
with
past sales
or through experiments.( thử nghiệm)
Public Relations
(quan hệ công chúng)
Building good relations with publics and Handling unfavorable news(xử lý tin bất lợi)
Lower cost than advertising
Stronger impact on public awareness
than advertising
Public Relations
functions
Press relations(báo chí)
Product publicity(công khai sản phẩm)
Public affairs(quan hệ cộng đồng)
Lobbying(quan hệ pháp luật)
Investor relations(quan hệ nhà đầu tư)
Development(quan hệ với nhà tài trợ hoặc tổ chức phi lợi nhuận)
Public Relations
tools
News
Speeches(bài phát biểu
Special events
Written materials(Reports)
AV-Audiovisual materials(Films, CDs)
Public service(đóng góp dịch vụ cộng đồng)
Corporate identity(bản sắc doanh nghiệp)
Buzz creation
Web sites