CH+15+Advertising+and+PR

kandi Lo Katie Lee kesh

// Advertising //: paid, non-personal communication through various media about a business firm, not-for profit organization, product, or idea by a sponsor identified in a message that is intended to inform or persuade members of a particular audience. - Two broad categories of advertising: o Product advertising o Institutional advertising // Product advertising //: non-personal selling of a particular good or service // Institutional advertising //: promotes a concept, an idea, a philosophy, or goodwill of a industry, company, or government agency - Objective of Advertising: to inform, to persuade, and to remind o Informative advertising (to inform) o Persuasive advertising (to persuade) o Reminder advertising (to remind) // Informative advertising //: develop initial demand for a good, service, organization, or cause. // Persuasive advertising //: increase demand for an existing good, service, organization // Reminder advertising //: reinforce previous promotional activity by keeping the name of good, service, person, or cause before the public. - Types of advertising strategies: o Comparative advertising o Celebrity testimonials o Retail advertising o Cooperative advertising o Interactive advertising // Comparative Advertising //: advertising strategy that emphasizes messages with direct or indirect promotional comparison between competing brands. // Retail Advertising //: all advertising by retail stores that sell goods or services directly to the consuming public. // Cooperative advertising //: strategy in which a retailer shares advertising costs with a manufacturer or wholesaler. // Interactive advertising //: two-way promotional messages transmitted through communication channels that induce message recipients to participate actively in the promotional effort. // Advertising campaign //: series of different but related ads that use a single theme and appear in different media within a specified time period. - Advertising appeals o Fear appeals o Humor in advertising messages o Ads based on sex - Developing and preparing ads o Should gain attention and interest o Should inform and/or persuade o Should eventually lead to a purchase or other desired action - Four major elements in an ad   o Headline and illustrations (photograph, drawings, or other artwork) generates interest and attention o Body copy informs, persuades, and stimulates buying action o Signature may include the company name, address, phone number, web address, slogan, trademark, or a product photo, names the sponsoring organization // Banners //: advertisements on a web page that link to ad advertiser's site. - Television - Radio - Newspapers - Magazine - Direct Mail - Outdoor Advertising - Interactive Media // Media scheduling //: setting the timing and sequence for a series of advertisements. - Important variables in media scheduling o Seasonal sales patterns o Repurchase cycles o Reach o Frequency o Gross rating point (GRP = frequent X reach) // Advertising agency //: firm whose marketing specialist assists advertisers in planning and preparing advertisements. - Marketing and non-marketing public relations - Publicity // Publicity //: non-personal stimulation of demand for a good service, place, idea, person, or organization by unpaid placement of significant news regarding the product in a print of broadcast medium. // Non-marketing public relations //: promotion that includes advertising, sales promotion, direct marketing, guerrilla marketing, and public relations –all conducted without being face to face with the buyer. // Marketing Public Relations (MPR) //: narrowly focused public relations activities that directly support marketing goals. // Cross promotion //: promotional technique in which marketing partner share the cost of a promotional campaign that meets their mutual needs. // Media research //: advertising research that assesses how well a particular medium delivers an advertiser’s message, where and when to place the advertisement, and the size of the audience. // Message research //: advertising research that tests consumer reactions to an advertisement’s creative message. - Measuring advertising effectiveness o Pretesting -blind product tests o Post-testing -unaided recall tests, inquiry tests // Pretesting //: Research that evaluates and ad during its development stage. // Post-testing //: Research that assesses advertising effectiveness after it has appeared in a print or broadcast medium. - Evaluating interactive media o Hits (user requests for a file) o Impressions (the number of times a viewer see the ad) o Click-throughs (when the user clicks the ad to get more information) o View-throughs // Cookies //: controversial techniques for collecting information about online website visitors in which small text files are automatically downloaded to a user’s computer to gather such data as length of visit and the site visited next.
 * __ Advertising __ **
 * __ Advertising Strategy __ **
 * __ Creating an Advertisement & Advertising Messages __ **
 * __ Media Selection __ **
 * __ Media Scheduling __ **
 * __ Organization of the Advertising Function __ **
 * __ Public Relations __ **
 * __ Cross Promotion __ **
 * __ Measuring Promotional Effectiveness __ **
 * __ Ethics in Non-personal selling __ **