Chapter 19

Advertising, Sales Promotion, and Public

Relations
Consumers Are Going “Over The Top.” So
Advertisers Are Too!
There is a huge shift underway in how consumers receive video
programming. The traditional system relied on cable, satellite, or over-
the-air (OTA) services to deliver content. Today, however, millions of
people are “cutting the cord” and now view movies, TV series, and
videos through the Internet and a “connected” device. In marketing
terminology, these consumers have gone “over-the-top” (OTT)!
Los consumidores se están volviendo "exagerados". ¡Así que los
anunciantes también lo son!
Se está produciendo un gran cambio en la forma en que los
consumidores reciben la programación de video. El sistema tradicional
se basaba en servicios de cable, satélite o por aire (OTA) para entregar
contenido. Hoy, sin embargo, millones de personas están "cortando el
cable" y ahora ven películas, series de televisión y videos a través de
Internet y un dispositivo "conectado". En terminología de marketing,
¡estos consumidores se han exagerado (OTT)!
TYPES OF ADVERTISEMENTS
Chapter 18 described advertising as any paid form of nonpersonal
communication about an organization, product, service, or idea by an
identified sponsor.
Product Advertisements
Focused on selling a product or service, product advertisements take
three forms: pioneering (or informational), competitive (or persuasive),
and reminder.
TIPOS DE ANUNCIOS

Capítulo 18 describió la publicidad como cualquier forma pagada de

comunicación no personal sobre una organización, producto, servicio o
idea por parte de un patrocinador identificado.
Anuncios de productos
Enfocados en vender un producto o servicio, los anuncios de productos
adoptan tres formas: pioneros (o informativos), competitivos (o
persuasivos) y recordatorios.
Institutional Advertisements
The objective of institutional advertisements is to build goodwill or an image for an organization rather than
promote a specific product or service. Institutional advertising has been used by companies such as Texaco,
Pfizer, and IBM to build confidence in the company name.7 Often this form of advertising is used to support the
public relations plan or counter adverse publicity. Four alternative forms of institutional advertisements are
often used:
Advocacy advertisements state the position of a company on an issue. Chevron’s “We Agree” campaign placed
ads stating its position on issues such as renewable energy, protecting the planet, and community
development. Another form of advocacy advertisement is used when organizations make a request related to a
particular action or behavior, such as a request by IBM for gender equality in business leadership.
Pioneering institutional advertisements, like the pioneering ads for products discussed earlier, are used for
announcements about what a company is, what it can do, or where it is located. Recent Bayer ads stating “We
cure more headaches than you think” are intended to inform consumers that the company produces many
products in addition to aspirin. KPMG uses pioneering institutional ads to inform people about its expertise
with data and analytics.
Competitive institutional advertisements promote the advantages of one product class over another and are
used in markets where different product classes compete for the same buyers. America’s milk processors and
dairy farmers use their “Milk Life” campaign to increase demand for milk as it competes against other
beverages.
Reminder institutional advertisements, like reminder ads for products, simply bring the company’s name to the
attention of the target market again. The Army branch of the U.S. military sponsors a campaign to remind
potential recruits of the opportunities available in the Army.
• Anuncios institucionales
El objetivo de los anuncios institucionales es generar buena voluntad o una imagen para una organización
en lugar de promover un producto o servicio específico. Empresas como Texaco, Pfizer e IBM han utilizado
publicidad institucional para generar confianza en el nombre de la empresa.7 A menudo, esta forma de
publicidad se utiliza para respaldar el plan de relaciones públicas o contrarrestar la publicidad adversa. A
menudo se utilizan cuatro formas alternativas de publicidad institucional: Los anuncios de promoción
establecen la posición de una empresa sobre un tema. La campaña "Estamos de acuerdo" de Chevron
colocó anuncios que indicaban su posición sobre temas como la energía renovable, la protección del
planeta y el desarrollo comunitario. Otra forma de publicidad de promoción se utiliza cuando las
organizaciones realizan una solicitud relacionada con una acción o comportamiento en particular, como
una solicitud de IBM para la igualdad de género en el liderazgo empresarial. Los anuncios institucionales
pioneros, como los anuncios pioneros de productos discutidos anteriormente, se utilizan para anuncios
sobre qué es una empresa, qué puede hacer o dónde está ubicada. Los anuncios recientes de Bayer que
dicen "Curamos más dolores de cabeza de los que cree" tienen como objetivo informar a los consumidores
que la empresa produce muchos productos además de la aspirina. KPMG utiliza anuncios institucionales
pioneros para informar a las personas sobre su experiencia con datos y análisis. Los anuncios
institucionales competitivos promueven las ventajas de una clase de producto sobre otra y se utilizan en
mercados donde diferentes clases de productos compiten por los mismos compradores. Los procesadores
de leche y los productores de leche de Estados Unidos utilizan su campaña "Milk Life" para aumentar la
demanda de leche mientras compite con otras bebidas. Los anuncios institucionales recordatorios, como
los anuncios recordatorios de productos, simplemente hacen que el nombre de la empresa vuelva a llamar
la atención del mercado objetivo. La rama del Ejército de los Estados Unidos patrocina una campaña para
recordar a los posibles reclutas las oportunidades disponibles en el Ejército.
 DEVELOPING THE ADVERTISING
PROGRAM
Identifying the Target Audience
To develop an effective advertising program, advertisers must identify the target audience. All aspects of
an advertising program are likely to be influenced by the characteristics of the prospective consumer.
Specifying Advertising Objectives
The guidelines for setting promotion objectives described in Chapter 18 also apply to setting advertising
objectives. This step helps advertisers with other choices in the promotion decision process, such as
selecting media and evaluating a campaign. Advertising with an objective of creating awareness, for
example, would be better matched with a magazine than a directory such as the yellow pages. The
Association of Magazine Media believes objectives are so important it created the Kelly Awards program
to recognize magazine advertising campaigns that demonstrate both creative excellence and effectiveness
in meeting campaign objectives. Purina was a recent winner for its “Pawsitive Moments” campaign that
appeared in Time, Life, Real Simple, Page 517Southern Living, and People magazines. Similarly, the
Advertising Research Foundation sponsors research to advance the practice of measuring and evaluating
the effectiveness of advertising and marketing communication
DESARROLLO DEL PROGRAMA DE
PUBLICIDAD
Identificación del público objetivo
Para desarrollar un programa de publicidad eficaz, los anunciantes deben identificar la audiencia objetivo. Es
probable que todos los aspectos de un programa publicitario se vean influidos por las características del
posible consumidor.
Especificación de objetivos publicitarios
Las pautas para establecer objetivos de promoción descritas en el Capítulo 18 también se aplican al
establecimiento de objetivos publicitarios. Este paso ayuda a los anunciantes con otras opciones en el proceso
de decisión de promoción, como seleccionar medios y evaluar una campaña. La publicidad con el objetivo de
crear conciencia, por ejemplo, se combinaría mejor con una revista que con un directorio como las páginas
amarillas. La Association of Magazine Media cree que los objetivos son tan importantes que creó el programa
Kelly Awards para reconocer las campañas publicitarias de revistas que demuestran tanto la excelencia
creativa como la eficacia en el cumplimiento de los objetivos de la campaña. Purina fue recientemente
ganadora por su campaña “Pawsitive Moments” que apareció en las revistas Time, Life, Real Simple, Page 517S
southern Living y People. De manera similar, la Advertising Research Foundation patrocina investigaciones para
avanzar en la práctica de medir y evaluar la efectividad de la publicidad y la comunicación de marketing.
Setting the Advertising Budget
In 2000, advertisers paid $2.1 million to place a 30-second ad during the Super Bowl. By 2019, the cost of
placing a 30-second ad during Super Bowl LIII had more than doubled to $5.25 million (see Figure 19–1). The
escalating cost is related to the large number of viewers: 98.2 million people watched the game. In addition,
the audience is attractive to advertisers because Page 518research indicates it is equally split between men
and women; these viewers are likely to engage brands on social media before and after the game; and they
look forward to watching the ads during the game. The ads are effective too: Stella Artois generated more
than 48 million online views of its “Change Up the Usual” ad; Pepsi’s “More Than OK” ad led to 72,000
mentions on social media; and Amazon’s “Not Everything Makes the Cut” created 15,000 “engagements” on
YouTube. As a result, the Super Bowl attracts both new advertisers, such as P&G’s Olay, the dating app
Bumble, and Kraft’s frozen-food brand Devour, and regular advertisers such as Budweiser, Doritos, and Kia.
Recently, the NFL’s “100-Year Game” ad celebrating the NFL’s 100th season received the highest rating from
the USA Today Ad Meter.12 To learn how your ratings compare to the ratings of the Ad Meter panelists, read
the Marketing Insights About Me box.13
Establecer el presupuesto publicitario
En 2000, los anunciantes pagaron 2,1 millones de dólares para colocar un anuncio de
30 segundos durante el Super Bowl. Para 2019, el costo de colocar un anuncio de 30
segundos durante el Super Bowl LIII se había más que duplicado a $ 5.25 millones (ver
Figura 19-1). El costo creciente está relacionado con la gran cantidad de espectadores:
98,2 millones de personas vieron el juego. Además, la audiencia es atractiva para los
anunciantes porque la investigación indica que está dividida por igual entre hombres y
mujeres; Es probable que estos espectadores se involucren con las marcas en las redes
sociales antes y después del juego; y esperan ver los anuncios durante el juego. Los
anuncios también son efectivos: Stella Artois generó más de 48 millones de visitas en
línea de su anuncio "Change Up the Usual"; El anuncio "More Than OK" de Pepsi
generó 72.000 menciones en las redes sociales; y "No todo hace el corte" de Amazon
crearon 15.000 "interacciones" en YouTube. Como resultado, el Super Bowl atrae tanto
a nuevos anunciantes, como Olay de P&G, la aplicación de citas Bumble y la marca de
comida congelada de Kraft, Devour, como a anunciantes habituales como Budweiser,
Doritos y Kia. Recientemente, el anuncio "Juego de 100 años" de la NFL que celebra la
temporada número 100 de la NFL recibió la calificación más alta de USA Today Ad
Meter.
Designing the Advertisement
An advertising message usually focuses on the key benefits of the
product that are important to a prospective buyer in making trial and
adoption decisions. The message depends on the general form or
appeal used in the ad and the actual words included in the ad.

Diseñar el anuncio
Un mensaje publicitario generalmente se enfoca en los beneficios clave
del producto que son importantes para un posible comprador al tomar
decisiones de prueba y adopción. El mensaje depende de la forma
general o el atractivo utilizado en el anuncio y las palabras reales
incluidas en el anuncio.
• Creating the Actual Message Advertising agency Wieden+Kennedy was recently
designated number one on Advertising Age magazine’s A-List (Agency of the Year) for
doing “work that influences culture and builds business value.” Examples of the agency’s
approach include its “Built to Be a Better Big” campaign for Ford’s redesigned Expedition,
the “Ingredients” campaign for Bud Light, the “A Coke is a Coke” campaign for Coca-Cola,
and a creative campaign for dating app OkCupid. Wieden+Kennedy’s best-known work,
however, may be for Nike. The agency created the “Dream Crazy” campaign featuring
Colin Kaepernick, an NFL quarterback who had expressed concern about police violence
in communities of color. The contentious nature of the issue led to positive and negative
reactions from Nike fans but fit with the agency’s perspective on advertising. In fact, the
agency’s website describes its core mission as “building strong and provocative
relationships between good companies and their customers.”
Creación del mensaje real
La agencia de publicidad Wieden + Kennedy fue designada recientemente
como la número uno en la lista A (Agencia del año) de la revista Advertising Age
por realizar "trabajos que influyen en la cultura y generan valor comercial".
Ejemplos del enfoque de la agencia incluyen su campaña "Built to Be a Better
Big" para la Expedición rediseñada de Ford, la campaña "Ingredients" para Bud
Light, la campaña "A Coke is a Coke" para Coca-Cola y una campaña creativa
para las citas. aplicación OkCupid. Sin embargo, el trabajo más conocido de
Wieden + Kennedy puede ser para Nike. La agencia creó la campaña "Dream
Crazy" con Colin Kaepernick, un mariscal de campo de la NFL que había
expresado su preocupación por la violencia policial en las comunidades de
color. La naturaleza polémica del problema provocó reacciones positivas y
negativas de los fanáticos de Nike, pero encajaba con la perspectiva de la
agencia sobre la publicidad. De hecho, el sitio web de la agencia describe su
misión principal como "construir relaciones sólidas y provocativas entre las
buenas empresas y sus clientes".
Selecting the Right Media
Every advertiser must decide where to place its advertisements. The
alternatives are the advertising media, the means by which the message is
communicated to the target audience. Newspapers, magazines, radio, and
TV are examples of advertising media. Media selection is related to the
target audience, type of product, nature of the message, campaign
objectives, available budget, and the costs of the alternative media.
Selección de los medios adecuados
Cada anunciante debe decidir dónde colocar sus anuncios. Las
alternativas son los medios publicitarios, el medio por el cual se
comunica el mensaje al público objetivo. Los periódicos, revistas, radio
y televisión son ejemplos de medios publicitarios. La selección de
medios está relacionada con la audiencia objetivo, el tipo de producto,
la naturaleza del mensaje, los objetivos de la campaña, el presupuesto
disponible y los costos de los medios alternativos.
Different Media Alternatives
Scheduling the Advertising
There is no correct schedule to advertise a product, but three factors must be considered.
First is the issue of buyer turnover, which is how often new buyers enter the market to buy
the product. The higher the buyer turnover, the greater the amount of advertising required.
A second issue in scheduling is the purchase frequency; the more frequently the product is
purchased, the less repetition is required. Finally, companies must consider the forgetting
rate, the speed with which buyers forget the brand if advertising is not seen.
Setting schedules requires an understanding of how the market behaves. Most companies
tend to follow one of three basic approaches:
• Continuous (steady) schedule. When seasonal factors are unimportant, advertising is run
at a continuous or steady schedule throughout the year.
• Flighting (intermittent) schedule. Periods of advertising are scheduled between periods of
no advertising to reflect seasonal demand.
• Pulse (burst) schedule. A flighting schedule is combined with a continuous schedule
because of increases in demand, heavy periods of promotion, or introduction of a new
product.
Programación de la publicidad
No existe un calendario correcto para anunciar un producto, pero se deben considerar tres factores. En
primer lugar, está la cuestión de la rotación de los compradores, que es la frecuencia con la que nuevos
compradores entran al mercado para comprar el producto. Cuanto mayor sea la facturación del
comprador, mayor será la cantidad de publicidad requerida. Un segundo problema en la programación es
la frecuencia de compra; cuanto más frecuentemente se compra el producto, menos repetición se
requiere. Finalmente, las empresas deben considerar la tasa de olvido, la velocidad con la que los
compradores olvidan la marca si no se ve publicidad. Establecer horarios requiere comprender cómo se
comporta el mercado. La mayoría de las empresas tienden a seguir uno de los tres enfoques básicos

Horario continuo (estable). Cuando los factores estacionales no son importantes, la publicidad se ejecuta
en un horario continuo o constante durante todo el año.
Horario de vuelo (intermitente). Los períodos de publicidad se programan entre períodos sin publicidad
para reflejar la demanda estacional. Programación de pulsos (ráfagas). Un cronograma de tramos se
combina con un cronograma continuo debido a aumentos en la demanda, períodos intensos de
promoción o introducción de un nuevo producto.
Pretesting the Advertising
To determine whether the advertisement communicates the intended
message or to select among alternative versions of the advertisement,
pretests are conducted before the advertisements are placed in any
medium.
Pretesting the Advertising
To determine whether the advertisement communicates the intended
message or to select among alternative versions of the advertisement,
pretests are conducted before the advertisements are placed in any
medium.
ASSESSING THE ADVERTISING PROGRAM
The advertising decision process does not stop with executing the advertising program. The
advertisements must be evaluated to determine whether they are achieving their intended objectives,
and results may indicate that changes must be made in the advertising program.
Posttesting the Advertising
An advertisement may go through posttests after it has been shown to the target audience to
determine whether it accomplished its intended purpose. Five approaches common in posttesting are
discussed here.
Making Needed Changes
Results of posttesting the advertising copy are used to reach decisions about changes in the
advertising program. If the posttest results show that an advertisement is doing poorly in terms of
awareness, cost efficiency, or sales, it may be dropped and other ads run in its place in the future. On
the other hand, sometimes an advertisement may be so successful it is run repeatedly or used as the
basis for a larger advertising program.
EVALUACIÓN DEL PROGRAMA DE PUBLICIDAD
El proceso de decisión publicitaria no se detiene con la ejecución del programa de publicidad. Los anuncios
deben evaluarse para determinar si están logrando los objetivos previstos y los resultados pueden indicar
que se deben realizar cambios en el programa de publicidad.
Prueba posterior de la publicidad
Un anuncio puede pasar por pruebas posteriores después de que se haya mostrado a la audiencia objetivo
para determinar si logró su propósito previsto. Aquí se analizan cinco enfoques comunes en las pruebas
posteriores.
Realización de los cambios necesarios
Los resultados de la prueba posterior de la copia publicitaria se utilizan para tomar decisiones sobre los
cambios en el programa publicitario. Si los resultados de la prueba posterior muestran que a un anuncio le
está yendo mal en términos de conocimiento, rentabilidad o ventas, es posible que se elimine y que se
publiquen otros anuncios en su lugar en el futuro. Por otro lado, a veces un anuncio puede tener tanto
éxito que se ejecuta repetidamente o se utiliza como base para un programa publicitario más amplio.
SALES PROMOTION
Sales promotion is a key element of the promotional mix today; it now accounts
for more than $85 billion in annual expenditures. In a recent forecast by Zenith
Media Services, sales promotion expenditures accounted for 18 percent of all
promotional spending.

Consumer-Oriented Sales Promotions

Directed to ultimate consumers, consumer-oriented sales promotions, or simply
consumer promotions, are sales tools used to support a company’s advertising
and personal selling. A variety of consumer-oriented sales promotion tools may
be used, including coupons, deals, premiums, contests, sweepstakes, samples,
loyalty programs, point-of-purchase displays, rebates, and product placements
PROMOCIÓN DE VENTAS
La promoción de ventas
Es un elemento clave de la combinación promocional actual; ahora representa más de $
85 mil millones en gastos anuales. En un pronóstico reciente de Zenith Media Services,
los gastos de promoción de ventas representaron el 18 por ciento de todos los gastos de
promoción.
Promociones de ventas orientadas al consumidor
Dirigidas a los consumidores finales, las promociones de ventas orientadas al consumidor
o simplemente las promociones para el consumidor, son herramientas de ventas que se
utilizan para respaldar la publicidad y las ventas personales de una empresa. Se puede
utilizar una variedad de herramientas de promoción de ventas orientadas al consumidor,
incluidos cupones, ofertas, premios, concursos, sorteos, muestras, programas de lealtad,
exhibiciones en el punto de compra, reembolsos y colocaciones de productos.
PUBLIC RELATIONS
Public relations is a form of communications management that seeks to influence the
image of an organization and its products and services.
Publicity Tools
In developing a public relations campaign, several publicity tools—methods of obtaining
nonpersonal presentation of an organization, product, or service without direct cost—
are available to the public relations director. Many companies frequently use the news
release, consisting of an announcement regarding changes in the company or the
product line. The objective of a news release is to inform a newspaper, radio station, or
other medium of an idea for a story.
RELACIONES PÚBLICAS
Las relaciones públicas son una forma de gestión de las comunicaciones que
busca influir en la imagen de una organización y sus productos y servicios.
Herramientas de publicidad
Al desarrollar una campaña de relaciones públicas, el director de relaciones
públicas dispone de varias herramientas de publicidad (métodos para
obtener una presentación no personal de una organización, producto o
servicio sin costo directo). Muchas empresas utilizan con frecuencia el
comunicado de prensa, que consiste en un anuncio sobre cambios en la
empresa o en la línea de productos. El objetivo de un comunicado de prensa
es informar a un periódico, estación de radio u otro medio de una idea para
una historia.
Videos
https://www.youtube.com/watch?v=4l2J5xzZ37g
Building Long-Term Relationships
Many changes in promotional techniques have been driven by marketers’ interest in
developing long-term relationships with their customers. Promotion can contribute
to brand and store loyalty by improving a company’s ability to target individual
preferences and by engaging customers in valuable and entertaining communication.
New social and mobile media have provided immediate opportunities for
personalized promotion activities. In addition, technological developments have
helped traditional media such as TV and radio focus on individual preferences
through services such as Apple TV and SiriusXM Satellite Radio. Although the future
holds extraordinary promise for the personalization of promotion, the industry will
need to manage and balance consumers’ concerns about privacy as it proceeds

Self-Regulation
Unfortunately, over the years, many consumers have been misled, or even deceived,
by some promotions.
Glosario
Message Content Most advertising messages are made up of both informational and persuasive elements. These
two elements are so intertwined that it is sometimes difficult to tell them apart. For example, basic information
such as the product name, benefits, features, and price can be presented in a way that tries to attract attention and
encourage purchase. On the other hand, even the most persuasive advertisements have to contain at least some
basic information to be successful.
Portfolio Tests Portfolio tests are used to test copy alternatives. The test ad is placed in a portfolio with several
other ads and stories, and consumers are asked to read through the portfolio. Afterward, subjects are asked for
their impressions of the ads on several evaluative scales, such as from “very informative” to “not very informative.”
Jury Tests Jury tests involve showing the ad copy to a panel of consumers and having them rate how they liked it,
how much it drew their attention, and how attractive they thought it was. This approach is similar to the portfolio
test in that consumer reactions are obtained. However, unlike the portfolio test, a test advertisement is not hidden
within other ads.
Theater Tests Theater testing is the most sophisticated form of pretesting. Consumers are invited to view new
television shows or movies in which test commercials are also shown. Viewers register their feelings about the
advertisements either on handheld electronic recording devices used during the viewing or on questionnaires
afterward.
• Choosing a Medium and a Vehicle within That Medium In deciding where to place
advertisements, a company has several media to choose from and a number of alternatives, or
vehicles, within each medium. Often advertisers use a mix of media forms and vehicles to
maximize the exposure of the message to the target audience while at the same time minimizing
costs. These two conflicting goals are of central importance to media planning.
• Basic Terms Media buyers speak a language of their own, so all advertisers involved in selecting
the right media for their campaigns must be familiar with some common terms used in the
advertising industry.
• Aided Recall After being shown an ad, respondents are asked whether their previous exposure
to it was through reading, viewing, or listening. The Starch test shown in the accompanying photo
uses aided recall to determine the percentage of those who remember seeing a specific ad
(noted), saw or read any part of the ad identifying the product or brand (associated), read any
part of the ad’s copy (read any), and read at least half of the ad (read most). Elements of the ad
are then tagged with the results, as shown in the photo.
• Unaided Recall The unaided recall approach involves asking respondents a question such as,
“What ads do you remember seeing yesterday?” without any prompting to determine whether
they saw or heard advertising messages.
• Attitude Tests Attitude tests involve asking respondents questions to measure changes in their
attitudes after an advertising campaign. For example, they might be asked whether they now
have a more favorable attitude toward the product advertised. Research suggests that attitudes
can be influenced by many factors, including the increasingly popular use of co-creation to
develop consumer-generated ads.
• Inquiry Tests Inquiry tests involve offering additional product information, product samples, or
premiums to an ad’s readers or viewers. Ads generating the most inquiries are presumed to be
the most effective.
• Sales Tests Sales tests involve studies such as controlled experiments (e.g., using radio ads in
one market and newspaper ads in another and comparing the results) and consumer purchase
tests (measuring retail sales that result from a given advertising campaign). The most
sophisticated experimental methods today allow a manufacturer, a distributor, or an advertising
agency to manipulate an advertising variable (such as schedule or copy) through cable systems
and observe subsequent sales effects by monitoring data collected from checkout scanners in
supermarkets.