Advertising

and Public
Relations

Chapter 15
By Anam Siddiqi
Learning Objectives

• Objective 15-1 Define the role of

advertising in the promotion mix
• Objective 15-2 Describe the
major decisions involved in
developing an advertising
program
Learning
Objective 1
Objective 15-1 Define the role of
advertising in the promotion mix
Advertising

Advertising is any paid form of non-

personal presentation and
promotion of ideas, goods, or
services by an identified sponsor
Used by business firms, not for
profit organizations, professionals
and social agencies to promote
their causes to various publics.
 Learning Objective 2
Objective 15-2 Describe the major decisions involved in
developing an advertising program.
Major Advertising Decisions
 An advertising objective is a specific communication task to be
accomplished with a specific target audience during a specific time
Setting Advertising Objectives
 Informative advertising is used when
introducing a new product category; the
objective is to build primary demand

Setting
Persuasive advertising is important with
Advertising increased competition to build selective
demand

Objectives
Reminder advertising is important with
mature products to help maintain
customer relationships and keep
customers thinking about the product
Possible Advertising Objectives
 Advertising Budget: The monetary and other
Setting the resources allocated to a product or a company
Advertising advertising program. It depends on the following:
Budget 1. Stage in product life cycle
2. Market share
 Advertising strategy is the strategy by which the
company accomplishes its advertising objectives
and consists of:
Developing
• Creating advertising messages
Advertising Strategy
• Selecting advertising media
Developing Advertising Strategy
Creating the Advertising Message

Advertisements need to break

through the clutter:
• Gain attention
• Communicate well
Advertisements need to be better
planned, more imaginative, more
entertaining, and more rewarding
to consumers
Creating the
Advertising
Message
 Message strategy is the general
message that will be
communicated to
consumers and identifies
consumer benefits

Creating the Creative concept is the idea that

will bring the message
strategy to life and guide
Advertising specific appeals to be used
in an advertising campaign

Message
Characteristics of the appeals
include:
• Meaningful: Point out
benefits
• Believable: consumers
must be able to believe that
the product or service will
deliver promised benefits
• Distinctive: better than
competing brands
Creating the Advertising Message

• Message execution is when the advertiser turns

the big idea into an actual ad execution that will
capture the target market’s attention and interest.
• The creative team must find the best approach,
style, tone, words, and format for executing the
message.
Creating the Advertising Message

Mood or
Slice of life Lifestyle Fantasy
image

Musical Personality Technical Scientific

symbol expertise evidence

Testimonial or
endorsement
Musical ad
• While it takes years for new brands to gain
leadership in a new category, Sooper Soft
Bakes gained leadership position in plain
cakes segment within just 9 months post
launch. With a unique product offering of
a single serve plain cake in the shape of a
madeleine along with Sooper’s iconic
combination of egg and milk, Sooper Soft
https://www.youtube.com/watch?v=EVlOt_Kje0w
Bakes leveraged the legacy of its master
brand and targeted tea consumption
occasion across all ages and SECs with its
unique dunk-able format.
Slice of Life ad
• Pakistanis celebrate multiple occasions with
tokens and gifts like traditional sweets or mithai
with no play for chocolates. In 2022, CDM
embarked on a journey to create inroads for itself
into gifting occasions in Pakistan, starting with Eid.
It was critical for us to build awareness for
Cadbury Occasions and make it a part of our
consumer’s consideration set. A complete sell-out
of 6mT in 2 cities along with sales of 8k boxes via
website served as concrete evidence regarding
the campaign's success and consumer hunger for
similar product offerings.
https://www.youtube.com/watch?v=fxrpWj21a-8
Lifestyle ad
• Flavoured Milk category is small with ~70m ltrs
annual volume, with stagnant growth. Olper’s
identified that the main reason was the lack of
association with a relevant consumption occasion
and an established consumer-need of the
category. Olper’s identified the most relevant
consumption occasion and need, i.e. Tasteful
Nutrition in Morning School Breaks which became
basis for a new campaign. The launch, touching
across all relevant touch-points, has carved sharp
positioning for flavoured milk, evident from its
outstanding early performance, setting up
category on path of sustainable growth. https://www.youtube.com/watch?v=U52VYy86f48
Musical Advertising
• Before Knorr Blazin, the brand spoke mainly
to kids. We were able to extend the high
equity of Knorr to a new target audience and
won their hearts with a very relevant
communication. This was challenging since
this was the first time we were extending an
age old brand and Gen-Z has a very
unconventional approach to life. But due to
the brand’s reliability factor, along with the
relevant communication that merged the old
and the new seamlessly, we were able to
grow 2.5X over our business case
Slice of Life ad
• Pakistan has a shortage of doctors as 77%
of female doctors do not practice
medicine after graduating due to societal
and family pressures. The kitchen and
home duties force them to breath the
oath they took as doctors to serve their
patients. By asking families to take an oath
for her, Shan Foods reminded everyone
that cooking food is not one person's
responsibility and with Shan recipe mixes
anyone can cook delicious food easily. https://www.youtube.com/watch?v=9C-c7WP0BnQ
Slice of Life ad
KFC’s Family+1 deal elevated the spirit of
giving in Ramzan, empowering customers
with an extra meal that they could share
with someone deserving and include them
in their families. We hit a chord with
#SharingFeelsGood and by letting consumers
do good by their own hand, we had social
media abuzz with comments and stories of
KFC enabling sharing in the month of
Ramzan, and our Ramzan sales grew nearly
doubled since last year.
https://www.youtube.com/watch?v=Rlwd54aWXJ8
 The Pickles category is largely undifferentiated and price sensitive, dominated by traditional
mixed pickle formats. National Foods, being the market leader with 76% share (prior to the
Crushed Pickle launch), took on the challenge to disrupt the category with an innovative
Musical Ad product format that upgraded the consumption experience. National Foods introduced the
“Crushed Pickle” format for the first time in the category, revolutionizing the way pickle is
perceived and used. The product offers a hassle-free experience that has created consumption
possibilities. One year since launch, the product stands at 7.5% market share and is a key driver
behind category growth.
https://www.youtube.com/watch?v=9AkiudrzSeE
Musical Ad

McDonald’s wanted to drive trial of its Wraps, a

late entrant in the category, where competition
had established offerings. A special Zalmi Meal
was created for promotion during PSL. Being a
sponsor of the team, players were roped in to
announce a Wrap Battle playing on the
homophone Rap to create confusion. In a
hilarious execution resonating with the target
audience, McDonald’s wraps become talk of the
town. Blow came with cancellation of PSL and
stopping of dine-in due to Covid19. We re-
strategized pushing deliveries and drive-thru
sales and went on, not only to meet, but exceed
our sales targets.
 Major steps include:

Deciding on reach-frequency-impact

Selecting Choosing major media types

Advertising
Media Selecting media vehicles

Deciding on media timing

 Reach is a measure of the percentage of people in the target market
who are exposed to the ad campaign during a given period
Frequency is a measure of how many times the average person in the
Selecting target market is exposed to the message
Advertising Media Impact is the qualitative value of a message exposure through a given
medium
Choosing
Major
Media Types
Media Type
Example:
Billboard Advertising
• Tourism takeover by Walls's project aimed at
unprecedented coverage of northern belt of
Pakistan with objective to promote Tourism in the
north as well as exponentially grow Wall's
turnover from tourist geographies. An exceptional
negotiation and collaborations effort with
Government helped Wall's lead the largest
deployment on sustainable tourism with 150
Environmental sign boards, 150 sign boards, 30
tourist signs, 450 benches accommodating 70,000
tourists and 300 dustbins. 100 Points of Sale spots
generated 450 million of revenue with a
record 150% revenue growth vs last year.
Advertising
Selecting Advertising
Media

Selecting media vehicles involves decisions

presenting the media effectively and
efficiently to the target customer and must
consider the message’s:
• Impact
• Effectiveness
• Cost
 Events
• E.g., Sales increase
given in during Ramadan
a year
Deciding on
Media Timing
Timing • E.g., During winters
based on sales of fish
Seasons masalas increase
Evaluating the
Effectiveness and
Return on Return on advertising investment
Advertising
Investment The net return on advertising investment
divided by the costs of the advertising
investment
Evaluating the Effectiveness and
Return on Advertising Investment

Communication effects indicate whether the ad and media

are communicating the ad message well and should be
tested before or after the ad runs
Sales and profit effects compare past sales and profits with
past expenditures or through experiments