Streamline Your Document Processes with Sales Automation Services for Public Relations

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can you believe it this is our last lecture hi I'm Nancy Sutherland your instructor for chapter 19 advertising public relations and sales promotions these are the learning objectives for this chapter students we are tasked with describing and executing an advertising campaign identifying three of the objectives of advertising describing the different ways that advertisers appeal to consumers I didn't find the various types of media identifying agencies that regulate advertising describing the elements of a public relations toolkit and lastly describing the various types of self-promotion students designing and carry out a successful advertising campaign requires much planning and effort this slide shows the key steps in the process each of which helps ensures that the intended message reached the right audience and have the desired effect meaning specifically return on investment and for the product to be purchased this will be covered in the following slides the web link is for at age it's interesting to visit the site and to be able to see current issues in and advertising the success of an advertising program depends on how well the advertiser can identify its target audience firms conduct research to identify their target audience then they use information they gained to set the tone for the advertising program the information got and helps them select the media they will use to deliver the message to that audience the advertising plan must be specific to the identified target audience and include the strategic objectives and tactics to be used however all advertising campaigns are definitely aimed informed customers of the product to persuade customers to purchase the product and to remind customers of the product there are also two distinct strategies to accomplish advertising objectives the pool strategy is when the goal is to get customers to pool the product into the marketing channel by demanding it in contrast to push strategies designed to increase demand by focusing on wholesalers retailers or sales people as i said in the prior slide and advertising campaign has three broad objectives to inform to persuading to remind the target audience all of these objectives ultimately have the sell the product as a design response therefore we see the pivotal reason for the advertising campaign is to be a driver of business someday I'll provide instruction just on business students a business must have repeat sales continually to ensure its sustainability the sustainability of a business is the lifeblood of society as we know it most advertising is product focus so as to increase the cells of the particular product and that's be a driver of business sustainability however companies like Exxon Mobil advertise their commitment to the environment not their products to inform persuade and remind consumers a positive thoughts about the company which can prompt the purchase of products and services students while my ex on being particularly interested in institutional advertising because oil and gas companies are often accused of engaging practices that are harmful to the environment too many oil spills have resulted in on on our seas therefore it is important for the firm distress that their and environmentally respond musclepharm to negate some of this criticism institutional advertisements inform persuade or remind customers about circumstances such as the issues we discussed with exxonmobil the devastation of oil spills on the environment institutional advertisements relate to places politics or industry a special category of institutional advertising is to public service advertising public service advertisements are designed to raise awareness of public welfare issues and receive free air comments required by the FCC this is an ad with graph the crime dog and crime prevention students first must consider the role that advertising plays in their attempt to meet their overall promotional objectives secondly expenditures vary over the course of the product lifecycle third the nature of the market and product influence the size of the budget students a product in the decline stage of its life cycle will probably not be supported with a large advertising budget the sitting the promotional budget is not easy and advertising often is the largest single expenditure in the promotional budget thus firms must carefully weigh the benefits of advertising versus other communications when deciding how much to allocate in this step markers determine what they want to convey about a product or service the unique selling proposition or the value proposition is delivered to the consumer the USP or the unique selling proposition concept conveys core benefits to the target audience the best USP stand the test of time consider examples such as those on the slide the USP is the common slogan our theme in the advertising slogan students do you believe that these will stand the test of time nokia has been using connected people for a long time how verizon tends to change and is currently using its the network [Music] students I tell you again at the distinct reason for advertising used to increase cells in fact advertisers use different appeals to portray their products or services with the ultimate goal of getting customers to purchase them Appeals depend on the target audience chosen media and the type of product or service each appeal persuades in different ways whereas informational appeals are more cognitive because they provide information and persuade using rational thought emotional appeals persuade by triggering emotional response rather than the offering of rational arguments they focus on emotions such as fear safety humor happiness lover sex comfort and nostalgia the media by is the actual purchase of airtime or print pages in as general is the largest expense in the advertising budget also the ability of anyone media outlets of reach a mass audience is declining due to the fragmentation of media and the proliferation of new media outlets resulting from the exponential growth in technology likewise the trend represents a double-edged sword because fragmenting media has also allowed for the very fine targeting and media buys [Music] this is a long list of options students from TV to radio to newspaper to internet etc what media do you use it and under what circumstances do you use that type of media for example do you listen to radio while driving in your car or watch television when you get home at night when do you go online the plethora of advertising choices makes it a must for the advertising business to know where to find the target audience in order that advertising dollars have a good ROI and advertising campaign has a finite period in which the message is conveyed and the advertising schedule specifies the time and duration of the advertising given that every advertising campaign has a set duration in that period marketers must determine how often and when to show the ends as can be employed to run continuously pulsing or flooding strategy for our frequently purchase goods such as soda most firms use a continuous strategy it's slaughtering schedule is often used for seasonal good since they're only advertised during certain times of the year such as before or during the season of the summer for the suntan lotion a pulsing schedule is used for firms who have certain fluctuations in their demand and need to increase advertising during the low periods of love demand car rental firms may continuously advertisement increase the advertising during low demand times I have loved ads all my life many reverberate in my mind thus the message is communicated to customers has done so through ads ads attempt to make maximum use of the midians ability to deliver the message various media have different benefits and limitations for instance television enables businesses to advertise combining imagery movement and the music whereas ready / lies solely on sound to deliver the message of the advertiser to the consumer when choosing which media firms must also watch their objectives to that channel let us imagine an advertising campaign for perfume the goal of the campaign is to increase awareness of the perfume within a chosen target market by twenty percent over the life of the campaign what measure would we met would we take to make sure the campaign is on track we could design a tracking City that measured cells website visits and sample request generated over the course of the campaign we also might measure awareness levels of the target market at various stages of the campaign by literally discerning where the customers have brand awareness my biggest thought of whether campaign was successful would be did we see an adequate increase in sales students it's time for another assessment what are the steps involved in planning an ad campaign identify their target market set advertising objectives set the advertising budget to pick their product or service evaluating select media create the ad and assess the impact of the ad second question one of the differences between informational persuasive and reminder advertising informative advertiser communicates to create and build brand awareness with the ultimate goal moving the consumer through the buying cycle to a purchase when a product has gained a certain level of brand awareness firm she's persuasive advertising to motivate consumers to take action persuasive advertising gentle incursions of growth and early maturity stages the product life cycle reminder advertising this communication used to remind or prompt repurchases especially for the products that have gained market acceptance and under the maturity stage of their life cycle question three what are the pros and cons of the different media types I want you to please see page 59 and agree well text for the lengthy discussion question for how come the effectiveness of advertising be evaluated the effectiveness the effectiveness of an advertising campaign must be assessed before during and after the campaign has run films can use pre-testing tracking and post-testing the FTC the FCC and the FDA are all governing agencies acting as a control and guiding mechanism for all society stakeholders advertising regulation exists on a federal state and local levels and a host of self regulatory agencies oversee various forms of advertising unlike in many European countries puffery is legal in the United States generally these claims are so outrageous that no rational consumer would believe them why do companies utilize public relations as part of their I MC strategy public relations programs are used to build and maintain a positive image of the firm head off on favorite book stories or events and maintain positive relationships with the media firms can accomplish these public relations objectives by working with or providing with media with products or favorable information to be used in articles television appearances etc they can also work with charities or co-sponsor events this is done because marketing should have as its central core that the right thing should be done for the benefit of all stakeholders whereas advertising has decreased as a portion of total marketing communications budgets self promotions have increased this is a good thing promotions can be used to stimulate sales value the end user consumers or to stimulate channel members to sell more of a given product or service it focus on the end user the promotion is called a pool strategy focus on channel adventures is called a push strategy this slide lists are many different sales promotions further sales promotions can occur either in conjunction with an advertising campaign or is a standalone component of a marketing communications plan in either case they must be consistent with a brand image students let us take this opportunity to look at the list which ones do you think is the most effective and why further which ones have you used in the past week the past month what are the various forms of sales promotion students coupon deals premiums contests sweepstakes samples loyalty programs point-of-purchase displays rebates and product placement second question what factors should affirm consider when evaluating a sales promotion the realized margin from the promotion the cost of additional inventory carried due to buy more than the normal amount the potential increase in sales from promoted merchandise the long-term impact on the sales of the promotion the potential loss suffered with customers switched to promote a merchandise for more profitable products and the additional sales made the customers treks to the store by the promotion you