Advertising and public relations

Advertising and public relations

1. Advertising

   • major advertising decisions
     • objectives setting→budget decisions→message decisions+media decisions→advertising evaluation
   • setting advertising objectives
     • informative advertising
       • intro. a new product
     • persuasive advertising
       • increased competition
     • reminder advertising
       • maintain customer relationships+keep them thinking about the product(mature products)
   • advertising strategy
     • creating advertising messages
       • Lifestyle?Fantasy?Musical?
     • selecting media
       • 1. determining reach+frequency+impact
       • 2.choosing types
       • 3. selecting specific media vehicles
       • 4. choosing media timing

2. Public relations

   • press relations
   • product publicity
   • public affairs
   • lobbying
   • investor relations
   • development