Mansoura University

Faculty of commerce
Department of Business Administration

Advertising Management &Public Relations

by
Dr. Youmna Mohamed Abdelghany Youssef
Ph.D. in Business Administration,
Mansoura University and Georgia State University –U.S.A
2022
 Course Description
• This course introduces advertising and
public relations concepts, principles, and
techniques, emphasizing the integrated
marketing communication approach.
• The course focuses on how
an organization can effectively
communicate with different target audience
across multiple media channels.
 Course Description cont’d
• During the course, students will
identify the target audience for the
advertising and PR campaigns and learn
how to use various media (print,
broadcast, and digital) to reach them.
• Further, students will learn how to
develop a communication plan, create
content, and choose the proper channels
to engage the target audience.
 Course Objectives
• Upon successful completion of this course, students will be able to:
1. Define communication in business and outline the marketing communication.
2. Understand the importance of integrated marketing communication(IMC).
3. Explore Brand Management.
4. Discuss the traditional media channels and the new media landscape.
5. Identify the fundamentals of advertising, PR, and marketing communication.
6. Identify the different types of target audience, create a strategy, and craft
messages.
7. Create advertising and PR strategies to communicate effectively with target
audiences.
8. Create an effective advertising campaign.
9. Develop a successful PR campaign.
10.Explore the relationship between crisis management and PR strategies.
11.Evaluate the effectiveness of advertising and PR campaigns.
 Course Content
• This course focuses on major topics:
1. Integrated Marketing Communication (IMC).
2. Brand Management.
3. Buyer behavior .
4. Advertising Management.
5. Digital marketing and Online Advertising.
6. Public Relations (PR).
7. Media Management.
Assessment Methods for Course Learning
Objectives
• 25%: Midterm Exam
• 75%: Final Exam
 Chapter 1
Integrated Marketing Communication
Chapter objectives :
After studying this chapter, students should be able to:
1.Define communication.
2.Describe the Integrated Marketing communication.
3.Identify the target audience.
4.Examine the marketing communication objectives.
5.Identify the principles of effective marketing
communication.
6.Outline the main marketing themes.
Communication

• Communication is the transfer and understanding

of meaning.
• Note the emphasis on the transfer of meaning: If
information or ideas have not been conveyed,
communication hasn’t taken place.
Communication Functions:

✓Control audience behavior.

✓Foster motivation for what is to be done.
✓Provide a release for emotional expression.
✓Provide information needed to make decisions.
Communication includes:

✓Interpersonal communication: communication

between two or more people.
✓Organizational communication, which is all the
patterns, networks, and systems of communication
within an organization.
• Both types are important to managers.
Marketing Communication (MarCom)

•Marketing Communication (MarCom):

A process by which product information is
transmitted to the target audience.
 MARKETING COMMUNICATIONS
A process by which product information is transmitted to
the target audience

PRODUCT

INFORMATION

TARGET AUDIENCE
Target Audience

• Target Audience: the number and / or

characteristics of the persons or households who
are exposed to a particular type of advertising
media or media vehicle.
How to select the target audience?
• Selecting the target audience: for whom your product or
service is meant to be, most likely based on:
✓Age group
✓Likes and dislikes
✓Gender
✓Socio-economic factors
✓Geographic location
Marketing
communications
objectives
Marketing communication

• Marketing communication
involves advertising, direct
marketing, online media, printed
materials, sales promotion,
personal selling, PR and more.
Decisions on the Marketing
Communication Mix
✓Personal selling
• Direct presentation of a product to a
prospective customer by a
representative of the selling
organization.
✓Advertising
• A paid, non -personal mass
communication with a clearly
identified sponsor.
 Decisions on the Marketing Communication Mix
✓Sales promotion
• Demand-stimulating activity designed to supplement
advertising and facilitate personal selling.
✓Public relations
• A planned communication effort by an organization to
contribute to generally favorable attitudes and opinions
toward an organization and its products.
Principles of effective marketing
communications
1. Identifying the target audience
(Who?)
2. Choosing communication channel
(Where?)
3. Creating Message (What?)
4. Allocating budget (How Much?)
5. Designing communication
program (Form -Channel – Period
of time)
6. Monitoring and evaluation (What
was it)