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Advertising Lecture Outlines - Redesigned by AV at INK
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ADVERTSINGLECTURE-outlines-
CHAPTER01
Outline• The mandate for effectiveness• What makes an ad effective?• The world of advertising• The five players of advertising• The evolution of advertising
Chapter 1Introduction to
Advertising
Chapter 1: Introduction to Advertising 4
The Mandate for Effectiveness
• Today advertising is in a bind• Advertisers expect specific results that
lead to sales• Advertising must be effective
Chapter 1: Introduction to Advertising 5
• Effective ads work on two levels: with consumers and with advertisers
• Characteristics of effective ads:– Strategy– Creativity– Execution– Advertising must be goal directed
What Makes an Ad Effective?
Chapter 1: Introduction to Advertising 6
Defining advertising• A paid form of communication• A sponsor is identified• Tries to persuade or influence the
consumer to do something• Conveyed through mass media• Reaches a large audience • Is nonpersonal
The World of Advertising
Chapter 1: Introduction to Advertising
7
Types of Advertising
• Brand advertising• Retail/local advertising• Political advertising• Directory advertising• Direct-response advertising
• Business-to-business advertising
• Institutional advertising
• Public service advertising (PSA)
• Interactive advertising
Chapter 1: Introduction to Advertising 8
• Marketing role• Communication role• Economic role• Societal role
The Roles of Advertising
Chapter 1: Introduction to Advertising 9
Functions of Advertising
• Provide product and brand information• Provide incentives to take action• Provide reminders and reinforcement
Chapter 1: Introduction to Advertising 10
• Advertiser• Advertising agency– The advertising department– The in-house agency
• Media• Vendors• Target audience
The Five Players of Advertising
Chapter 1: Introduction to Advertising 11
• Age of print• Industrial revolution and emergence of
consumer society• Modern advertising: Agencies, science
and creativity• Accountability era
The Evolution of Advertising
Chapter 1: Introduction to Advertising 12
• Interactive advertising• Globalization• Niche marketing• Integrated marketing communications
(IMC)• Consumer Power
Current Advertising Issues
CHAPTER02
Chapter 2Advertising and Society: Ethics,
Regulation, and Social Responsibility
Outline• Advertising and society• Ethical issues in advertising• Advertising’s legal and regulatory environment• Federal case law affecting advertising• Advertising and the FTC• Advertising and other regulatory agencies• Social responsibility and self-regulation
Chapter 2: Advertising and Society 15
Advertising and Social Responsibility
• Ethical issues– Advocacy– Accuracy– Acquisitiveness
• Is being ethical a problem?
Chapter 2: Advertising and Society 16
Social Responsibility
• Public service announcements (PSAs)– Ad Council
• Social marketing
Chapter 2: Advertising and Society 17
• Puffery• Taste and advertising– Product categories and taste– Current issues
Six Key Issues in Advertising
Chapter 2: Advertising and Society 18
• Stereotyping in advertising– Women in advertisements– Racial and ethnic stereotypes– Senior citizens– Gay and lesbian consumers
• Advertising to children
Six Key Issues in Advertising
Chapter 2: Advertising and Society 19
• Advertising controversial products– Tobacco– Alcohol– Gambling– Prescription drugs
• Subliminal advertising
Six Key Issues in Advertising
Chapter 2: Advertising and Society 20
• First Amendment case law• Privacy case law developments:
online advertising
Federal Case Law Affecting Advertising
Chapter 2: Advertising and Society 21
• Federal Trade Commission (FTC)– Some FTC responsibilities• Deception• Reasonable basis for claims• Comparative advertising• Endorsements• Demonstrations
Advertising and the FTC
Chapter 2: Advertising and Society 22
• FTC deceptive and unfair advertising remedies– Consent decrees– Cease-and-desist orders– Corrective advertising– Substantiating advertising claims– Consumer redress– Hold the ad agency legally responsible
Advertising and the FTC
Chapter 2: Advertising and Society 23
• Food and Drug Administration (FDA)• Federal Communications
Commission (FCC)• Additional Federal Regulatory
Agencies– U.S. Postal Service; Bureau of Alcohol,
Tobacco, and Firearms; U.S. Patent Office; Library of Congress
Advertising and Other Regulatory Agencies
Chapter 2: Advertising and Society 24
Social Responsibility and Self-Regulation
• Self-discipline• Self-regulation: pure and co-opted – National Advertising Division of the Better
Business Bureau (NAD)– National Advertising Review Board (NARB)
• Local regulation• Media regulation and advertising
CHAPTER03
Chapter 3Advertising and the Marketing Process
Outline• What is marketing?• The marketing concept and relationship
marketing• The four tools of marketing• Ad agencies: combining marketing and
advertising
Chapter 3: Advertising and the Marketing Process
27
What is Marketing?
• Marketing:– Planning and executing the conception,
pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy the perceived needs, wants, and objectives of the customer and the organization
– Advertising’s role in the marketing plan
Chapter 3: Advertising and the Marketing Process
28
• Market– Where goods are sold and bought or– Particular type of buyer
• Consumer: • Business-to-business• Institutional• Reseller
Types of Markets
Chapter 3: Advertising and the Marketing Process
29
Approaching the Market
• Undifferentiated versus segmentation approaches
• Product differentiation• Positioning
Chapter 3: Advertising and the Marketing Process
30
• Marketing concept• Integrated marketing• Relationship marketing
The Marketing Concept and Relationship Marketing
Chapter 3: Advertising and the Marketing Process
31
• Product– Branding– Packaging
• Channel of distribution• Pricing
Four Tools of Marketing
Chapter 3: Advertising and the Marketing Process
32
• Marketing communications– Personal selling– Advertising– Sales promotion– Public relations– Direct marketing– Point-of-sale/packaging
Four Tools of Marketing
Chapter 3: Advertising and the Marketing Process
33
• Why hire an ad agency?• Why not hire an agency?• Types of agencies
Ad Agencies
Chapter 3: Advertising and the Marketing Process
34
• Types of agencies– Full-service agencies– Specialized agencies– Industry-focused agencies– Minority agencies– Creative boutiques– Media buying services– Virtual agencies
Ad Agencies
Chapter 3: Advertising and the Marketing Process
35
• How agencies are organized– Account management– Creative development and production– Media planning and buying– Account planning and research– Internal services
Ad Agencies
Chapter 3: Advertising and the Marketing Process
36
• How agencies are paid• The effect of technological changes
on agencies
Ad Agencies
CHAPTER04
Outline• Consumer behavior• Social and cultural influences on
consumers• Psychological influences on
consumers• The decision process
Chapter 4The Consumer Audience
Chapter 4: The Consumer Audience 39
• The implicit goal of advertising• The consumer audience• The target market
Consumer Behavior
Chapter 4: The Consumer Audience 40
• Culture– Norms– values
• Social class
Social and Cultural Influences on Consumers
Chapter 4: The Consumer Audience 41
• Reference groups• Family• Demographics
– Age– Gender– Education– Occupation– Income– Race and ethnicity
Social and Cultural Influences on Consumers
Chapter 4: The Consumer Audience 42
• Geographic location
Social and Cultural Influences on Consumers
Chapter 4: The Consumer Audience 43
• Perception– Selective perception– Selective exposure– Selective distortion– Selective retention– Cognitive dissonance
Psychological Influences on Consumers
Chapter 4: The Consumer Audience 44
• Learning• Habit• Motivation and needs• Attitudes• Combining all the personal factors:
psychographics
Effects of Consumer Behavior
Chapter 4: The Consumer Audience 45
• Low involvement decisions • High involvement decisions
The Decision Process
Chapter 4: The Consumer Audience 46
• Need recognition• Information search• Evaluation of alternatives• Purchase decision• Postpurchase evaluation
Steps in the Decision Process
CHAPTER05
Outline• Consumer behavior• Social and cultural influences on
consumers• Psychological influences on
consumers• The decision process
Chapter 5Account Planning and Research
Chapter 5: Account Planning and Research
49
Research and Account Planning: The Quest for Intelligence
• Sources of information• Role of experience• Strategic and evaluative research
Chapter 5: Account Planning and Research
50
Strategic Research
• Begins with secondary research• End users of secondary and primary
research• Sources of secondary research• Primary research suppliers
Chapter 5: Account Planning and Research
51
Strategic Research Organization
• History of advertising research• Types of data• Account planning
Chapter 5: Account Planning and Research
52
The Strategy Document
• Marketing objectives• The product• The target audience• The brand personality• The promise
Chapter 5: Account Planning and Research
53
Evaluative ResearchBefore Execution
• Message evaluation research• Methods of contact• Survey research• Observation research
Chapter 5: Account Planning and Research
54
Evaluative ResearchBefore Execution
• Cognitive psychology and the use of metaphor
• Communication assessment
Chapter 5: Account Planning and Research
55
Evaluative ResearchBefore Execution
• Content analysis of competing ads• Readability tests• Test marketing• Physiological measures
Chapter 5: Account Planning and Research
56
Evaluative ResearchDuring Execution
• Coincidental surveys• Attitude tests• Tracking studies
Chapter 5: Account Planning and Research
57
Evaluative ResearchAfter Execution
• Memory tests• Frame-by-frame tests• Persuasion tests• Brand tracking• Direct-response counts• In-market tests• Brand tracking
Chapter 5: Account Planning and Research
58
Implications of Evaluative Research
• Proper research process in advertising?• What can be realistically expected from
ad agencies?• Can measures of effectiveness be
improved?
Chapter 5: Account Planning and Research
59
Research Challenges
• Globalization• New media technology• Virtual research• Embedded research
CHAPTER06
Outline• The impact of advertising• How advertising communication
works• Message reception and response• How brands work
Chapter 6How Advertising Works
Chapter 6: How Advertising Works 62
• SMRC model of communication• Interactive models stress two-way
communications in which source and receiver change positions
How Communication Works
Chapter 6: How Advertising Works 63
How Advertising Communication Works
• Source: the advertiser– Objectives– Source credibility
• Noise: external and internal– External environment– Internal factors
• Message and media mix factors
Chapter 6: How Advertising Works 64
Message Reception and Response
• Perception: breaking through– Exposure: making contact– Attention: creating stopping power– Awareness: making an impression
Chapter 6: How Advertising Works 65
Message Reception and Response
• Learning: making it clear– Cognitive learning: creating understanding– Conditioned learning: creating associations– Memorability: creating locking power
Chapter 6: How Advertising Works 66
Message Reception and Response
• Persuasion: changing attitudes– Attitudes and opinions: affecting beliefs– Emotions: affecting feelings– Involvement: creating engagement– Conviction: creating certainty
• Action: motivating behavior
Chapter 6: How Advertising Works 67
• Brand personalities • Branding• Trust• Brand image• Brand relationships• Brand equity
How Brands Work
CHAPTER07
Outline• Strategic planning• The marketing plan• The advertising plan• The creative plan and copy strategy
Chapter 7Advertising Planning and Strategy
Chapter 7: Advertising Planning and Strategy
70
• Strategic planning: making intelligent decisions
• The business plan
Strategic Planning
Chapter 7: Advertising Planning and Strategy
71
The Marketing Plan
• Marketing objectives• Selecting marketing opportunities• Selecting target markets• Executing plans• Evaluating plan
Chapter 7: Advertising Planning and Strategy
72
The Advertising Plan
• Introduction• Situation analysis
Chapter 7: Advertising Planning and Strategy
73
The Advertising Plan
• Advertising planning decisions– Advertising objectives– Targeting the audience– Product features and competitive advantage– Brand personality– Positioning strategies
Chapter 7: Advertising Planning and Strategy
74
The Advertising Plan
• Implementation• Evaluation
Chapter 7: Advertising Planning and Strategy
75
The Advertising Plan
• The advertising budget– Historical method– Task-objective method: bottom-up– Percentage-of-sales method– Competitive methods– All you can afford
Chapter 7: Advertising Planning and Strategy
76
The Advertising Plan
• The advertising budget– Historical method– Task-objective method: bottom-up– Percentage-of-sales method– Competitive methods– All you can afford
Chapter 7: Advertising Planning and Strategy
77
Strategy
• Creative strategy• Media strategy• Selecting other communication tools
CHAPTER08
Chapter 8Media Planning and Buying
• Media: still big business
• Setting media objectives
• Developing media strategies
• Media selection procedures
• Media buying functions
• Media buyer’s special skills
• Global media buying• Staging a media plan
Outline
Chapter 8: Media Planning and Buying 80
• Media consolidation: a new perspective• The aperture concept in media planning• Media planning information sources
Media: Still Big Business
Chapter 8: Media Planning and Buying 81
Setting Media Objectives
• Finding target audiences in media opportunities
• Sales geography• Timing
Chapter 8: Media Planning and Buying 82
Setting Media Objectives
• Duration: how long to advertise?• Schedule and the advertising budget• Consumer use cycles• Competitive advertising
Chapter 8: Media Planning and Buying 83
Developing Media Strategies
• Target audience strategies: new technology of measurement– Retail scanners– Database developments– Marketing mix modeling– Internet audience measurement
Chapter 8: Media Planning and Buying 84
Developing Media Strategies
• Geographic strategies: allocating media weight
• Timing and duration strategies• Size and length strategies
Chapter 8: Media Planning and Buying 85
Media Selection Procedures
• Audience measures used in media planning– Gross impressions– Gross rating points
• Reach and media planning
Chapter 8: Media Planning and Buying 86
Media Selection Procedures
• Frequency and media planning– Average frequency– Frequency distribution
• Combining reach and frequency goals
Chapter 8: Media Planning and Buying 87
Media Selection Procedures
• Cost efficiency as a planning dimension– Cost per thousand– How to calculate CPMs– Cost per rating
• Selecting and buying acceptable media
Chapter 8: Media Planning and Buying 88
Media Buying Functions
• Providing information to the media planner
• Selecting media vehicles• Negotiating media prices/authorizing the
buys• Monitoring vehicle performance• Post-campaign analysis• Billing and payment
Chapter 8: Media Planning and Buying 89
Media Buyers’ Ability to Negotiate
• Vehicle performance• Unit costs• Preferred positions• Extra support offers
Chapter 8: Media Planning and Buying 90
Changes in Media Buying
• Media buying services• Online media buying• Global media buying• Maintaining plan performance• Monitoring audience research• Scheduling and technical problems
Chapter 8: Media Planning and Buying 91
Staging a Media Plan
• Background and situation analysis• Media objectives and aperture
opportunities• Strategy: selection of media• The flow chart: scheduling and budgeting
allocation
CHAPTER09
Outline• Print media• Newspapers• Magazines• Out-of-home• Directories
Chapter 9Print Media
Chapter 9: Print Media 94
• The structure of newspapers– Frequency of publication– Size– Circulation
• Newspaper readers• Measuring the newspaper audience
Newspapers
Chapter 9: Print Media 95
• Advertising in newspaper markets– Classified– Display– Supplements
• The advantages of newspapers• The disadvantages of newspapers• Changes in the newspaper industry
Newspapers
Chapter 9: Print Media 96
Magazines
• Types of magazines– Audience– Geography– Demographics– Editorial content– Physical characteristics– Distribution and circulation
Chapter 9: Print Media 97
Magazines
• Magazine readers and their measurement
• Advertising in magazines– Technology– Format
Chapter 9: Print Media 98
Magazines
• The advantages of magazines• The disadvantages of magazines• Changes in the magazine industry: online
technology
Chapter 9: Print Media 99
Out-Of-Home Advertising
• Outdoor advertising• Buying outdoor space
– The audience– Advantages of outdoor– Disadvantages of outdoor
• Transit advertising– The transit audience– Related locations
Chapter 9: Print Media 100
Directories
• Yellow Pages• Strengths of directories• Weaknesses of directories
Chapter 9: Print Media 101
Print Media Strategy
• Inside the industry
CHAPTER10
Outline• Structure of the television industry• Television advertising• Television audience• Structure of radio• Radio advertising• Radio audience• Interactive media
Chapter 10Broadcast and Interactive Online Media
Chapter 10: Broadcast and Interactive Online Media
104
• Public television• Cable and subscription television– Who provides cable programs?– Cable scheduling
• Local television• Specialty television
Structure of the Television Industry
Chapter 10: Broadcast and Interactive Online Media
105
• Television syndication• Interactive television• Changes in broadcast television
Structure of the Television Industry
Chapter 10: Broadcast and Interactive Online Media
106
Television Advertising
• Forms of television advertising– Sponsorships– Participations– Spot announcement
Chapter 10: Broadcast and Interactive Online Media
107
The Television Audience
• Measuring the television audience– Nielsen indexes– People meters– ClusterPLUS– Target TV: a new challenger
Chapter 10: Broadcast and Interactive Online Media
108
Advantages and Disadvantages of Television
• Advantages– Cost efficiency– Impact– Buying time on TV
• Disadvantages– Expense– Clutter– Inflexibility
Chapter 10: Broadcast and Interactive Online Media
109
Structure of the Radio Industry
• LPFM• Public radio• Web radio• Satellite radio
Chapter 10: Broadcast and Interactive Online Media
110
Radio Advertising
• Network radio• Syndicated radio• Spot radio
Chapter 10: Broadcast and Interactive Online Media
111
Radio Audience
• Measuring the radio audience– Arbitron– RADAR
• Buying time on radio
Chapter 10: Broadcast and Interactive Online Media
112
Advantages of Radio
• Target audiences• Flexibility• Affordability• Mental imagery• High level of acceptance
Chapter 10: Broadcast and Interactive Online Media
113
Disadvantages of Radio
• Listener inattentiveness• Lack of visuals• Clutter• Scheduling and buying difficulties• Lack of control
Chapter 10: Broadcast and Interactive Online Media
114
Internet Media
• Types of Internet advertising– World Wide Web home page– Banners– E-mail– Skyscrapers– Minisites, pop-ups, and superstitials– B2B
Chapter 10: Broadcast and Interactive Online Media
115
Additional Issues
• Measuring online advertising effectiveness
• Buying time/space on the Internet
Chapter 10: Broadcast and Interactive Online Media
116
Advantages and Disadvantages of Internet Advertising
• Advantages– Customizing messages– Merging databases– Excellent B2B sales leads or sales
• Disadvantages– Difficulty producing effective ads– Difficulty measuring effectiveness
CHAPTER11
Outline• What is creative advertising?• Creative thinking• Creative strategy and execution• The creative brief• Effective creativity
Chapter 11The Creative Side of Advertising
Chapter 11: The Creative Side of Advertising
119
• The big idea• The creative leap• Strategy and creativity
What is Creative Advertising?
Chapter 11: The Creative Side of Advertising
120
• Creative roles• The creative person– The ability to visualize– Openness to new experiences– Conceptual thinking
• The creative process– Steps and stages– Brainstorming
Creative Thinking
Chapter 11: The Creative Side of Advertising
121
Creative Strategy and Execution
• Creative strategy• Head and heart creative strategies– Lectures and dramas– Transmission and ritual
• Selling premises• Structural analysis
Chapter 11: The Creative Side of Advertising
122
The Creative Brief
• Message approaches– Straightforward– Demonstration– Comparison– Problem solution/problem avoidance– Slice of life– Spokespeople/endorsers– Teasers
• Message execution
Chapter 11: The Creative Side of Advertising
123
Effective Creativity
• Ads that drive perception– Attention and awareness– Interest– Memorability
Chapter 11: The Creative Side of Advertising
124
Effective Creativity
• Ads that deliver learning• Ads that are persuasive• Ads that stimulate action• Evaluation
CHAPTER12
Outline• The language of advertising• Copywriting for print• Radio copywriting• Television copywriting• Writing for the Web
Chapter 12Copywriting
Chapter 12: Copywriting 127
• The copywriter• Advertising style– Tone of voice– Grammar– “Adese”
Copywriting: The Language of Advertising
Chapter 12: Copywriting 128
• Copy elements– How to write headlines– How to write other display copy– How to write body copy
Copywriting for Print
Chapter 12: Copywriting 129
• Print media requirements– Newspapers– Magazines– Directories– Posters and outdoor advertising– Product literature
Copywriting for Print
Chapter 12: Copywriting 130
How to Write Radio Copy
• Characteristics of radio copy– Conversational style– Theater of the mind
• Tools of radio copywriting– Voice– Music– Sound effects
• Radio commercial planning
Chapter 12: Copywriting 131
How to Write Television Copy
• Characteristics of television copy• The tools of television copywriting– Video– Audio– Other TV tools
Chapter 12: Copywriting 132
How to Write Television Copy
• Planning the TV commercial: scripts and story boards– Key TV decisions• Length• Number of scenes• Key frame
Chapter 12: Copywriting 133
Writing for the Web
• Banners• Web ads• Other web formats
CHAPTER13
Outline• Visual communication• Print art direction• Print production• Television art director• Broadcast production• Web site design
Chapter 13Design and Production
Chapter 13: Design and Production 136
• The art director
Visual Communication
Chapter 13: Design and Production 137
• Illustrations and photos• Color in print• Typography– Families of type– Type measurement– Justification– Legibility
Print Art Direction
Chapter 13: Design and Production 138
• Layout and design– Design principles– Layout stages
• Print media requirements– Newspapers and magazines– Directories– Outdoor boards and posters– Transit
Print Art Direction
Chapter 13: Design and Production 139
• Art reproduction– Color reproduction
• Printing processes– Binding and finishing– digitization
Print Production
Chapter 13: Design and Production 140
Television Art Direction
• Video graphics• TV ad film requirements
Chapter 13: Design and Production 141
Broadcast Production
• Producing radio commercials• Producing TV commercials– Film or videotape– Animation– Stop motion and claymation
Chapter 13: Design and Production 142
Broadcast Production
• TV production process– Preproduction– The shoot– Postproduction
Chapter 13: Design and Production 143
Web Design
• The interactive dimension• Designing banners
CHAPTER14
Outline• Direct marketing• Direct-marketing strategy• The players• The strategic tools of direct marketing• Integrated direct marketing
Chapter 14Direct-Response Marketing
Chapter 14: Direct-Response Marketing 146
• Occurs when a seller and customers deal directly rather than through an intermediary
Direct Marketing
Chapter 14: Direct-Response Marketing 147
• Stating objectives and making strategic decisions
• The offer– The message strategy– The media strategy– The database
• Database marketing• Types of lists
Direct Marketing Strategy
Chapter 14: Direct-Response Marketing 148
• The response/order• Fulfillment and customer maintenance
Direct Marketing Strategy
Chapter 14: Direct-Response Marketing 149
• The advertisers• The agencies– Advertising agencies– Independent agencies– Service firms– Fulfillment houses
• The consumers
The Players
Chapter 14: Direct-Response Marketing 150
• Direct mail– Direct mail message design– The Internet and direct mail
• Catalogs– Electronic catalogs
• Telemarketing– Types of telemarketing
The Strategic Tools of Direct Marketing
Chapter 14: Direct-Response Marketing 151
• Direct-response advertising– Print media– Broadcast media– Radio– The Internet
The Strategic Tools of Direct Marketing
Chapter 14: Direct-Response Marketing 152
• Linking the channels– Same message, multiple sources– Creating loyalty• Lifetime customer value
Integrated Direct Marketing
CHAPTER15
Outline• Sales promotion• Customer and trade promotions• Promotions that cross the lines• Promotion strategies
Chapter 15Sales Promotion
Chapter 15: Sales Promotion 155
• Changes in the promotion industry• Reasons for the growth of sales
promotion• Categories of sales promotion
Sales Promotion
Chapter 15: Sales Promotion 156
• Consumer promotions• A guide to consumer sales promotions
– Price deals– Coupons– Refunds and rebates– Sampling– Special events– Contests and sweepstakes– Premiums and specialties
Consumer and Trade Promotions
Chapter 15: Sales Promotion 157
• How to use consumer promotions– Awareness– Trial– Maintain market presence– Brand reminder
Consumer and Trade Promotions
Chapter 15: Sales Promotion 158
• Trade promotions• A guide to trade promotions– Point-of-purchase– Retailer (dealer) kids– Trade incentives and deals– Contests– Trade shows and exhibits
Consumer and Trade Promotions
Chapter 15: Sales Promotion 159
• How to use trade promotion– Demand: push and pull strategies– Attention– Motivation– Information
Consumer and Trade Promotions
Chapter 15: Sales Promotion 160
• Sponsorships and event marketing– Sponsorships– Event marketing– Aerial advertising support
• Interactive and Internet promotions• Loyalty programs• Partnership programs
– Licensing and Tie-ins
Promotions that Cross the Lines
Chapter 15: Sales Promotion 161
• Promotion objectives• Brand building• Promotion integration• Determining promotion effectiveness– Payout planning– Design and performance
Promotion Strategies
CHAPTER16
Outline• The practice of public relations• Types of public relations programs• Public relations planning• Public relations tools• Effectiveness and excellence
Chapter 16Public Relations
Chapter 16: Public Relations 164
• Comparing public relations and advertising
The Practice of Public Relations
Chapter 16: Public Relations 165
• Crisis management• Marketing public relations (MPR)• Social marketing– Cause and mission marketing
Types of Public Relations Programs
Chapter 16: Public Relations 166
• SWOT analysis• Objectives and strategies• Development research
Public Relations Planning
Chapter 16: Public Relations 167
• House ads• Public service announcements• Corporate advertising• Publications• Speakers, photos, and films• Displays, exhibits, events and tours
Public Relations Tools
Chapter 16: Public Relations 168
• News releases• Press conferences• Online communication– External communication– Internal communication– Web challenges
Public Relations Tools
Chapter 16: Public Relations 169
• Output and outcome evaluation• Relationship evaluation• Excellence in public relations
Effectiveness and Excellence
CHAPTER17
Outline• Retail advertising• Buying and selling local media• Business-to-business advertising• Business-to-business advertising media
Chapter 17Retail and Business-to-Business Advertising
Chapter 17: Retail and Business-to-Business Advertising
172
• Local retail advertising• Differences between local retailing and
national brand advertising• Cooperative advertising• Large specialty retailers
Retail Advertising
Chapter 17: Retail and Business-to-Business Advertising
173
• Nonstore retailing• Online retailing and E-commerce• Institutional and product retail
advertising• Trends affecting retail advertising• Creating the retail ad
Retail Advertising
Chapter 17: Retail and Business-to-Business Advertising
174
• Local retail media strategy• Media alternatives
– Shoppers and preprints– Magazines– Broadcast media– Directories– Direct response– Online media– Specialty
Buying and Selling Local Media
Chapter 17: Retail and Business-to-Business Advertising
175
• Types of business-to-business advertising– Industrial advertising– Government advertising– Trade advertising– Professional advertising– Agricultural advertising
Business-to-Business Advertising
Chapter 17: Retail and Business-to-Business Advertising
176
• Business versus consumer marketing– Market concentration– Decision makers– Strategic orientation
• Purchasing objectives• Business-to-business advertising
objectives• Creating B-to-B ads
Business-to-Business Advertising
Chapter 17: Retail and Business-to-Business Advertising
177
• General business and trade publications• Directory advertising• Direct marketing• Consumer media• The Web• Does business advertising sell?
Business-to-Business Advertising Media
CHAPTER18
Outline• Evolution of global marketing• The global perspective• International management• The global advertising plan• Approaches to international advertising
campaign• Special international considerations
Chapter 18International Advertising
Chapter 18: International Advertising 180
• Regional brands versus international brands
• Home country production• Export• Nationalization versus rationalization
Evolution of Global Marketing
Chapter 18: International Advertising 181
• Corporate philosophy that directs products and advertising toward a worldwide market
• Global brands
The Global Perspective
Chapter 18: International Advertising 182
• Theodore Levitt– One global market
• Philip Kotler– Variations are the key to success
• Schools of thought– Standardization– Localization– Contingency
The Global Debate and Advertising
Chapter 18: International Advertising 183
• Lingua franca• Global advertising plan• Market analysis model• Culture-oriented model
– High-context cultures– Low-context cultures
• Selecting an agency
International Management
Chapter 18: International Advertising 184
• Centrally controlled campaigns• Centrally conceived campaigns• Determining global advertising
objectives• Positioning the global product
Approaches to the International Advertising Campaign
Chapter 18: International Advertising 185
• Setting the budget• Selecting media for international
campaigns• Satellite transmission• The Web in international advertising
Approaches to the International Advertising Campaign
Chapter 18: International Advertising 186
• Execution of international campaigns• Media choices
– Availability• Quantity and accessibility
– Costs– Coverage
• The global creative effect• Evaluating effectiveness
Approaches to the International Advertising Campaign
Chapter 18: International Advertising 187
• Laws and regulations• Custom and culture• Time• Inertia, resistance, rejection, and
politics
Special International Considerations
CHAPTER19
Outline• Total communication: IMC• The structure of a campaign plan• Evaluating the campaign plan
Chapter 19The Integrated Campaign
Chapter 19: The Integrated Campaign 190
• Integrated marketing communication (IMC)
• Stakeholder audiences• Consistency and coordination• Organizing for integration– Cross-functional management
Total Communication: IMC
Chapter 19: The Integrated Campaign 191
• Single-shot ads versus a campaign• Situation analysis– Background research for a situation
analysis
• SWOT analysis– Problem identification
The Structure of a Campaign Plan
Chapter 19: The Integrated Campaign 192
• Campaign strategy– Objectives– Targeting– Positioning
The Structure of a Campaign Plan
Chapter 19: The Integrated Campaign 193
• Message strategy– Concept testing– Creative theme– Creative tactics and executions
The Structure of a Campaign Plan
Chapter 19: The Integrated Campaign 194
• Media strategy– Media mix– Scheduling
The Structure of a Campaign Plan
Chapter 19: The Integrated Campaign 195
• Other marketing communication activities– Zero-based planning– Integration
• The appropriation and budget
The Structure of a Campaign Plan
Chapter 19: The Integrated Campaign 196
• Designed to answer such questions as:– Did it work (based on its objectives)?– What were the results?– Did it build brand or corporate reputation?– Was it cost effective?
Evaluating the Campaign
END
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