YPRIMAR – CHAPTER 10: ADVERTISING AND PUBLIC RELATIONS
THE NATURE AND TYPE OF ADVERTISING
Advertising – paid nonpersonal communication about an organization and
its products transmitted to a target audience through mass media
Two classifications of advertising:
1. Institutional advertising – advertising that promotes organizational
images, ideas, and political issues
 Advocacy advertising – advertising that promotes a company’s
position on a public issue
2. Product advertising – advertising that promotes the uses, features,
and benefits of products
Two types of product advertising:
 Pioneer advertising – advertising that tries to stimulate demand
for a product category rather than a specific brand by informing
potential buyers about the product
 Competitive advertising – tries to stimulate demand for a
specific brand by promoting its features, uses, and advantages
relative to competing brands
Forms of competitive advertising:
 Comparative advertising – compares the sponsored brand
with one or more identified brands on the basis of one or
more product characteristics
 Reminder advertising – advertising used to remind consumers
about an established brand’s uses, characteristics, and
benefits
 Reinforcement advertising – advertising that assures users
they chose the right brand and tells them how to get the most
satisfaction from it
DEVELOPING AN ADVERTISING CAMPAIGN
Advertising campaign – the creation and execution of a series of
advertisements to communicate with a particular target audience
Eight major steps in creating an advertising campaign:
1. Identify and analyze target audience
 Target audience – the group of people at whom advertisements
are aimed
2. Define advertising objectives
3. Creating advertising platform
 Advertising platform – basic issues or selling points to be included
in an advertising campaign
4. Determine advertising appropriation
 Advertising appropriation – the advertising budget for a specific
time period
 Objective-and-task approach – budgeting for an advertising
campaign by first determining its objectives and then calculating
the cost of all the tasks needed to attain them
 Percent-of-sales approach – budgeting for an advertising
campaign by multiplying the firm’s past and expected sales by a
standard percentage
 Competition-matching approach – determining an advertising
budget by trying to match competitors’ advertising outlays
 Arbitrary approach – budgeting for an advertising campaign as
specified by a high-level executive in the firm
5. Develop media plan
 Media plan – a plan that specifies the media vehicles to be used
and the schedule for running advertisements
 Reach – refers to the percentage of consumers in the target
audience actually exposed to a particular advertisement in a
stated period
 Frequency – is the number of times these targeted consumers
are exposed to the advertisement
 Cost comparison indicator – a means of comparing the costs of
advertising vehicles in a specific medium in relation to the number
of people reached
 Cost per thousand impression (CPM) – is the cost comparison
indicator for magazines that shows the cost of exposing 1,000
people to a one-page advertisement
Source: Marketing, 2013 ed. (Ferrell, Hult, & Pride)
Three general types of media schedule:
1. Continuous schedule – advertising runs at a constant level with
little variation throughout the campaign period
2. Flighting schedule – advertisements run for set periods of time,
alternating with periods in which no ads run
3. Pulsing schedule – combines continuous and flighting schedules:
during the entire campaign, a certain portion of advertising runs
continuously, and during specific time periods of the campaign,
additional advertising is used to intensify the level of
communication with the target audience
6. Create advertising message
 Regional issues – versions of a magazine that differ across
geographic regions
 Copy – the verbal portion of advertisements
 Storyboard – a blueprint that combines copy and visual material
to show the sequence of major scenes in a commercial
 Artwork – an advertisement’s illustrations and layout
 Illustrations – photos, drawings, graphs, charts, and tables used
to spark audience interest in an advertisement
 Layout – the physical arrangement of an advertisement’s
illustration and copy
7. Execute campaign
8. Evaluate advertising effectiveness
 Pretest – evaluation of advertisements performed before a
campaign begins
 Consumer jury – a panel of product’s existing or potential buyers
who pretest ads
 Posttest – evaluation of advertising effectiveness after the
campaign
 Recognition test – a posttest in which respondents are shown
the actual ad and are asked if they recognize it
 Unaided recall test – a posttest in which respondents are asked
to identify advertisements they have seen recently but are not
given any recall clues
 Aided recall test – a posttest that asks respondents to identify
recent ads and provides clues to jog their memories
 Single-source data – a sophisticated technique used to evaluate
advertisements by tracking individuals’ behaviors from television
sets to checkout counters
PUBLIC RELATIONS
Public relations – communication efforts used to create and maintain
favorable relations between an organization and its stakeholders
Publicity – a new story type of communication about an organization
and/or its products transmitted through a mass medium at no charge
Publicity-based public relations tools:
 News release or press release – a short piece of copy publicizing an
event or a product
 Feature article – a manuscript of up to 3,000 words prepared for a
specific publication
 Captioned photograph – a photograph with a brief description of its
contents
 Press conference – a meeting used to announce major news events
EVALUATING PUBLIC RELATIONS EFFECTIVENESS
Environmental monitoring – identifies changes in public opinion affecting
an organization
Public relations audit – is used to assess an organization’s image among
the public or to evaluate the effect of a specific public relations program
Communications audit – may include a content analysis of messages, a
readability study, or a readership survey
Social audit – measures the extent to which stakeholders view the
organization as being socially responsible
v3.0 Prepared by: Acidera, Jaypaul O.