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Marketing - CH. 18

Advertising and Public Relations

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
demand-oriented ads inform, persuade, remind
image-oriented ads develop and maintain image, generate primary and selective demand
Advertising Plan: Assigning responsibility a firm can rely on internal marketing personnel, use an in-house ad department, or hire an outside ad agency
benefits of in-house ad department full knowledge of product/firm, complete confidentiality, control of costs and budgets
benefits of ad agency provides ad-related services, market and consumer research, product planning, public relations
Advertising Plan: Establishing budget various requirements such as types of ads, media, frequency, and campaign goals are considered
types of budgets all-you-can-afford, incremental, competitive parity, percentage-of-sales, objective-and-task
Advertising Plan: Developing themes advertising theme is the overall appeal of the ad campaign
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)
Advertising Plan: Selecting media includes newspapers, tv/radio, direct mail, magazines, internet, outdoor
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
Advertising Plan: Timing ads how often and when ads run
Advertising Plan: Considering cooperative efforts can provide prestige and shared costs, and increase revenues
Advertising Plan: Evaluating success or failure includes measuring the goals achieved. carefully established campaign goals are more easily evaluated and assessed
Media considerations: costs outlays for media time or space and are related to ad length or size, and media attributed
Media considerations: reach the number of viewers, readers, or listeners in an audience
Media considerations: waste the audience that is not in advertiser's target audience
Media considerations: permanence the number of exposures one ad generates and how long it is available to the public
Media considerations: persuasive impact the ability of a medium to stimulate consumers
Media considerations: narrowcasting presents messages to limited and well-defined audiences
Media considerations: frequency how often a medium can be used
Media considerations: clutter involves the number of ads in a medium
Media considerations: lead time the period required by medium for placing an ad
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
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
Public relations plan: outlining types of public relations news publicity, business feature articles, service feature articles, finance releases, product releases, pictorial releases, etc
Public relations plan: selecting media newspapers, tv, magazines, journals, radio, business publications, internet
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
Public relations plan: timing messages PR precedes new product introductions; ongoing PR should be spaced through the year; and firms must handle emergencies immediately
Public relations plan: evaluating success or failure may be evaluated based on image surveys and the quantity and quality of media coverage
Created by: nstag

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