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Advertising&PR

Marketing lecture 10

TermDefinition
Advertising objects a specific communication task to be announced with a specific target audience during a specific period of time
4 purposes of advertising objects 1)informative advertising 2)persuasive advertising 3comperative advertising 4)reminder advertising
Adevrtising stategy this contains two major objects 1)creating...advertising messages 2)selecting...advertising media
Message stategy the general message that will be communicated to consumers
Three characteristics of advertising appeals 1)meaningful 2)believable 3)distinctive
Three message execution styles 1)promote brand recall 2)link key attributes to the brand name 3)Persuade the consumers
Unique selling proposition (USP) a promise contained in an advertisement in which the advertised brand offers a specific, unique, and relevant benefit to the consumers.
(Message execution styles) Promote brand recall suitable for delivering ads to a widespread general audience. Ex) repetition, slogans and jingles
(Message execution styles)Persuade the consumers 1)reason why ads 2)hard-sell ads 3)comparison ads 4testimonial ads(endorsers) 5)demonstration ads 6)informercial ads(permission/approval to order Ex)limited edition)
Steps of selecting advertisement media 1)defining reach,frequency,and impact 2)chossing among major media types 3)selecting specific media vehicles 4)choosing media timing
Reach the actual number of individual audience members reached at least once by the vehicle in a given period of time
Frequency the number of times the reciever is exposed to vehicle in a specific time period
Media impact the qualitative value of a message exposure through given medium.
Medium(media) refers to a class od carriers. A medium is a gap of carriers that have similar characteristics.
Vehicle an individual carriers within a medium
Media as a delivery system to deliver message, contents,such as entertainment, information,and advertisements to a vast audience. Media both as a carriers and delivery system.
class of media
Trasitional mass media One way communication, mass media in general. suiteble for delivering ads to a widespread general audience.
Nontraditional media Any innovative way of delivering ad messages to consumers. Messages not delivered through media.
Specialized media Direct marketing
Choosing media timing 1)continuity(Streight-throughadvertising) 2)flighting(bursting) 3)pulsing
flighting(bursting an intermidiate pattern with gaps of time when no advertising is done
pulsing When there is a peak month→more advertising
Public relations Building good relationships with the company's various publics by obtaining favorable publicity, building up a good corporate image, and handeling or heading off unfavorable rumers, stories, and events.
Functions of PR 1)press relations or press agency, 2)product publicity, 3)public affairs, 4)lobbying, 5)investor relations (developent)
Press rlations, media relations, or press agency
Product publicity
public affairs Building and maintaining national or local community relations
lobbying Building and maintaining relations with legislators and govrnment officials.
investor relations (developent) working with donrs or members of non-profit organization to gain financial or valunteer support.
Public relations vs marketing Marketing is interested in the market(consumers and demand) while Public Relations is interested in relationships(reducing conflict and maintaing a good relationship with stake holders)
6 major PR tools 1)favorable news 2)speeches 3) special events...press conference/press tours, educational programs 4)written materials...annual reports, brochures, company newslatters and magazines 5)audiovisual materials 6)corporate identity materials
Popular Marketing sets

 

 



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