Chapter 15 : Ads & PR

Chapter 15 : Ads & PR

1. Advertising Objectives

   • specific communication tasks + specific target audience + specific time period
   • Informative
     • heavily used to introduce new products & build primary demand
   • Persuasive
     • use when ↑ competition & build selective demand
     • comparative ads / attacking
       • directly / indirectly compares brand
   • Reminder
     • mature products
     • maintain customer relationships & keep customers thinking about the products

2. Advertising Budget

   • ↓ competitor spending = ↑ ads spending

3. Advertising Strategy

   • Message & Brand Content
     • break through clutter
       • consumers choose not to watch ads
       • interrupt & disrupt no longer works
     • merge ads & entertainment
       • advertainment
         • ads & brand content so entertaining / useful → people want to watch them
       • brand integrations / entertainment
         • inseparable brand part of entertainment / content
         • product placement
         • native advertising / sponsored content
     • message & content strategy
       • identify customer benefits
       • creative concept / big idea
         • advertising appeals
           • meaningful
             • products' benefits → desirable / interesting
           • believable
             • deliver the promised benefits
           • distinctive
             • how product is better than competing brand
     • message execution styles
       • slice of life
         • show "typical" people using the product in normal setting
       • lifestyle
         • show product fits in with a particular lifestyle
       • fantasy
         • create fantasy around the product / its use
       • mood / image
         • builds a mood / image around the product / service
           • beauty (Lux)
           • love
           • pride
       • musical
         • singing about the product
           • McD (i'm loving it)
       • personality symbol
         • creates a character representing the product
           • animated (GEICO)
           • real (Ronald McDonald)
       • technical expertise
         • show company's expertise in making the product
       • scientific evidence
         • survey / scientific evidence that brand is better
       • testimonial evidence / endorsement
         • ↑ highly believable / likable source endorsing the product
       • change ad's tone
         • humor
         • memorable
         • attention-getting words
       • format elements
         • 1) illustration
           • draw attention
         • 2) headline
           • effectively entice people to read
         • 3) copy
           • simple but strong & convincing
     • consumer-generated content
       • customers everyday part of the brand
       • customers co-create
   • Media
     • RFIE
       • reach
         • % people in target market who exposed to ad campaign during given time period
       • frequency
         • how many times average person in target market exposed to the message
       • impact
         • qualitative value (sight,motion & sound) message exposed through medium
       • engagement
         • happens inside consumers' head
         • engagement > reach or frequency
     • type
       • paid
       • owned
       • earned
       • shared
     • timing
       • follow seasonal pattern
       • oppose seasonal pattern
       • same all year

4. Effectiveness & ROI

   • "How do we know we're spending the right amount on advertising?"
   • "What return are we getting on our advertising investment?"

5. PR functions

   • Press relations / press agency
     • create / place newsworthy info in news media → attract to person, product , service
   • product & brand publicity
     • publicize specific products & brand
   • Public affairs
     • build & maintain relationships with national / local communities
   • Lobbying
     • build & maintain relationships with legislator & government officials → influence legislation & regulation
   • Investor relations
     • maintain relationship with shareholders & financial community
   • Development
     • working with donors / members / nonprofit organisation → gain financial / volunteer support

6. PR promote :

   • products
   • people
   • places
   • ideas
   • activities
   • organisations
   • nations

7. PR role & impact :

   • engage customers
   • make brand part of customers' lives & convesations
   • ↑ impact & ↓ cost than advertising

8. PR tools

   • news
     • natural
     • suggest event / activities
   • special events
     • news conferences & speeches
     • brand tours
     • sponsorship
     • multimedia presentations
     • educational programs
   • written materials
     • annual reports
     • brochures
     • articles
     • newsletter
     • magazine
   • audiovisual materials (videos)
   • corporate identity materials
     • logos
     • stationery
     • brochures
     • signs
     • business forms
     • business cards
     • buildings
     • uniform
     • company cars & trucks
   • public service activities
   • web & social media
     • YouTube
     • Facebook
     • Instagram
     • Snapchat
     • Pinterest
     • Twitter

Imágenes y archivos del mapa