Advertising and Public Relations
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| Advertising Plan: Setting Objectives | an organization's goals can be divided into demand or image types, with image-oriented ads being part of public relations
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| demand-oriented ads | inform, persuade, remind
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| image-oriented ads | develop and maintain image, generate primary and selective demand
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| Advertising Plan: Assigning responsibility | a firm can rely on internal marketing personnel, use an in-house ad department, or hire an outside ad agency
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| benefits of in-house ad department | full knowledge of product/firm, complete confidentiality, control of costs and budgets
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| benefits of ad agency | provides ad-related services, market and consumer research, product planning, public relations
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| Advertising Plan: Establishing budget | various requirements such as types of ads, media, frequency, and campaign goals are considered
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| types of budgets | all-you-can-afford, incremental, competitive parity, percentage-of-sales, objective-and-task
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| Advertising Plan: Developing themes | advertising theme is the overall appeal of the ad campaign
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| Types of ad themes | good/service (centers on the item and its attributes), consumer appeal (describes a product's benefits), institutional ads (project an image)
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| Advertising Plan: Selecting media | includes newspapers, tv/radio, direct mail, magazines, internet, outdoor
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| Advertising Plan: Creating ads | key decisions to this are determining the message, content, and devise ads; outline promotion schedule; specify medium for ads; determine message type and frequency
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| Advertising Plan: Timing ads | how often and when ads run
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| Advertising Plan: Considering cooperative efforts | can provide prestige and shared costs, and increase revenues
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| Advertising Plan: Evaluating success or failure | includes measuring the goals achieved. carefully established campaign goals are more easily evaluated and assessed
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| Media considerations: costs | outlays for media time or space and are related to ad length or size, and media attributed
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| Media considerations: reach | the number of viewers, readers, or listeners in an audience
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| Media considerations: waste | the audience that is not in advertiser's target audience
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| Media considerations: permanence | the number of exposures one ad generates and how long it is available to the public
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| Media considerations: persuasive impact | the ability of a medium to stimulate consumers
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| Media considerations: narrowcasting | presents messages to limited and well-defined audiences
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| Media considerations: frequency | how often a medium can be used
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| Media considerations: clutter | involves the number of ads in a medium
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| Media considerations: lead time | the period required by medium for placing an ad
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| Public relations plan: setting objectives | image-oriented; include gain placement for news releases, have media report on accomplishments, present the viewpoint desired, coordinate publicity with advertising, etc
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| Public relations plan: assigning responsibility | a firm can rely on its existing personnel, an in-house public relations department, or an in-house publicity department. or it may hire an outside ad agency to handle PR or a specialized PR firm with extensive, customized, resources and expertise
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| Public relations plan: outlining types of public relations | news publicity, business feature articles, service feature articles, finance releases, product releases, pictorial releases, etc
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| Public relations plan: selecting media | newspapers, tv, magazines, journals, radio, business publications, internet
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| Public relations plan: creatinf messages | should be newsworthy and easy to read, view, hear, or use; professional standards are established and followed; clear language is used; effectively discuss positive and negative facts; have point person available
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| Public relations plan: timing messages | PR precedes new product introductions; ongoing PR should be spaced through the year; and firms must handle emergencies immediately
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| Public relations plan: evaluating success or failure | may be evaluated based on image surveys and the quantity and quality of media coverage
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