Chapter 15: Advertising and Public Relations

Chapter 15: Advertising and Public Relations

1. Advertising

   • 4 important decisions when developing an advertising program
     • 1. Objectives setting
       • 3 different advertising objectives
         • to inform (information advertising) for introducing new products
         • to persuade (persuasive advertising) for when competition gets tough
         • to remind (reminder advertising) for mature products
     • 2. Budget decision
     • 3. Developing an advertising strategy (message decisions + media decisions)
       • Selecting Adveritising Media
         • 4 Major steps
           • 1. Deciding on reach, frequeny and impact
           • 2. Choosing among major media types
           • 3. Selecting specific media vehicles
             • 3 Media effectiveness factors
               • audience quality
               • audience engagement
               • editorial quality
           • 4. Deciding on media timing
             • a. decide how to schedule the advertising over the course of the year
             • b. choose the pattern of the ads
               • 2 types of patterns
                 • continuity (scheduling ads evenly within a given period)
                 • pulsing (scheduling ads unevenly over a given time period)
     • 4. Advertising Evaluation
       • advertisers should regularly evaluate two types of advertising results
         • communication effects
         • sales and profits effects

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