Chapter 15 (Mass media Communications) Advertising

Advertising and PR raise awareness, while sales promotion is used to stimulate action.

There are at least 2 approaches to how advertising works

• AIDA (strong approach)

Awareness -> Interest -> Desire -> Action

It’s criticized on two grounds. First, for many types of products there is little evidence, that consumer experiences a strong desire before action. Second, it’s limited in the conversion of non-buyer to a buyer.

• ATR (weak approach)

Awareness -> Trial -> Reinforcement

Which of these theories is applied depends on the level of customer involvement.

Set the advertising budget

Define advertising objectives

Identify and understand ta

Marketing strategy

Developing an advertising strategy

Message decisions

Media decisions

Execute campaign

Evaluate advertising effectiveness

1. Marketing strategy.

2. Identify and understand TA. It’s the group of people on whom the ad is aimed.

3. Define ad objectives. There are the following types of objectives:

- Create awareness

- Stimulate trial

- Position products in customers’ minds. There are the following instruments to do this:

1. Product characteristics and customer benefits

2. Price

3. Product use

4. Product user (f.e. celebrity involvement)

5. Product class

6. Symbols

7. Competition (position against competitors)

- Correct misconceptions

- Remind and reinforce

- Provide support for the sales force

4. Set the ad budget.

5. Message decisions. In TV ads are used the following types of creative approaches:

1. Benefits approach

2. Involve the viewer, but no direct mention of benefits

3. Salience advertising

5. Media decisions. The 2 key media decisions are:

- Media class decision. Selecting media there are 5 considerations to be taken into account:

1. Creative factors (does this medium allow the communication targets to be realized?)

2. Size of ad budget

3. Relative cost per opportunity to see

4. Competitive activity

5. Views of the retail trade

- Media vehicle decision

6. Execute campaign

7. Evaluate ad effectiveness (pre-testing and post-testing are included)

Organizing for campaign development (a lot of useless stuff about the choice of agency on the page 552)

Public relations and sponsorship

PR – management of communications and relationships to establish goodwill and mutual understanding between an organization and its public.

Objectives, that can be accomplished by PR:

• Prestige and reputation

• promotion of products

• Dealing with issues and opportunities

• Goodwill of customers, employers, suppliers and distributors, government

• overcoming misconceptions

PR includes at least 4 spheres:

1. Media relations

communications about a product or organization by the placing of news about it in media without paying for it directly. Three key tasks of media relations are:

a. responding to requests from the media

b. supplying media with information considering organization

c. stimulate the media to carry information and viewpoint of organization

Characteristics of media relations:

1. The message has a high credibility

2. No direct media cost

3. Lose control of publication, content and timing