Group No. 03Members Roll No1. Tayyab 7633 Group Leader (History, Definition)2. Sumaira 7655 Advantage & Disadvantage3. Hafiz Irbaz 7674 Kinds (half)4. Saim Mughal 7697 Kinds (half)5. Hafiza Pakiza7659 Objectives6. Arslan Niazi 7691 Advertisement Budget7. Nawaz 7688 Budget Factor & Method8. Mubashar 7682 Development Advertisement Strategies9. Usman 7685 Selecting Media 10. M. Usman 7650 Evaluation of Advertisement11. Abdullah 7653 Public Relation12. Ali Goraya 7662 Tools of Public Relation

Advertising and Public Relations

Advertising History Advantages & Disadvantages Types of advertisement Setting Advertising Objectives Setting the Advertising Budget Factor of Advertisement Budget Method of Advertisement Budget Developing Advertising Strategy Evaluating Advertising Public Relations The Role and Impact of Public Relations Major Public Relations Tools

AdvertisingAdvertising means the bringing the

product into the market for a general public and increase it sale.

To informKnowledgeAwareness

History Ago 4000 BC years the roman painted the

wall to announce the gladiator fights.Phoenicians painted the picture graces shows to sale castles cosmetics.

3 R’s of Advertisement Recruiting new customers Retaining loyal customer Reducing lost customer

Advantages:- Reducing per unit cost New product Increasing sale Consumer benefits Medea income Research Good will Regular demand Improving quality Expansion of market

Disadvantages High pricing Economic wastages Inflation Disappointment Misuse Burdon on consumer Bad results Discourage competition

Types of advertisement.Television

NewspaperOutdoor

Radio

InternetDirect mail

Magazines

Advertisement

Setting Advertising ObjectivesAn advertising objective is a specific

communication task to be accomplished with a specific target audience during a specific time

Objectives are classified by primary purpose

Inform Persuade Remind

Informative advertising is used when introducing a new product category; the objective is to build primary demandComparative advertising directly or indirectly compares the brand with one or more other brandsPersuasive advertising is important with increased competition to build selective demand

Reminder advertising is important with mature products to help maintain customer relationships and keep customers thinking about the product

Advertising Budget

The amount which is set aside from total budget of company for advertisement expenses1. Depends on your money

2. Requirement

3.Target consumer.

Factors of setting advertising budget1. Stages in the product life cycle. New product Maturity stage.2. Impact on Market shares. Taking market share. Low share brands.3. Competition and clutter. Create image against competitors. Know about the strong competitors.

4.Undifferentiated Product.Soft drinks (Coke and Pepsi)Laundry detergents (Arial and Surf excel)

Methods of advertising budget

There are commonly five methods use for advertising budget

1. Inertia Method Spend same amount in last year.2. Competitive Method Spending same as our competitors spend.3. Affordability Method Spend as much as we can afford. Totally ignore our competitors. Also ignore the market situation

4.Percentage of sales MethodPredetermined percentage of expected sales.

5. Objective and Task MethodObjectives and tasks that need to be accomplished.

Developing Advertising Strategy

Advertising strategy is a campaigndeveloped to communicate ideas aboutproducts and services to potentialconsumers in the hope of convincingthem to buy those products and services.

Creating the Advertising Message

Advertising Strategy consists of two elements.

Creating advertising messages

Selecting advertising media

Creating the Advertising Message

A creative strategy focus on what the advertising message says or communicate and guides the development of all messages used in the advertising campaign.

It’s Success depends (Break through the clutter) Gain attention Powerful communication

Break through the Clutter Madison & Vine Intersection

Madison Avenue Hollywood & Vine(Largest Advertising Agency) (Entertainment Industry)

Madison & Vine( Advertising & Entertainment)

Elements of a successful Advertising MessageWell planned More imaginative Attractive Entertaining More beneficial or rewarding for consumer.

Effective Advertising Message

Message strategy

Creative concept

Message Execution

Three Basic Key Components are:

Message strategyGeneral message communicated to consumers

Purpose:To get consumer to think about or react to the product. So the ultimate focus is identifying customer benefits as advertising appeals.

Cont……Message strategy statements should be

Plain (simple language) Straightforward outlines of benefits Positioning points ( wants to stress)

Creative conceptBig idea that will bring the message strategy to life in

a distinctive & memorable way.

Creative concept may be: visual Phrase combination of both.

Cont…It'll guide the choice of specific appeals

to be used in advertising campaign.

Advertising appeals should be: Meaningful Believable Distinctive

For Example: wrist watch

Message executionMessage execution Turns the big idea into an actual

ad execution. that will capture the Target market’s attention and interest.

Execution Style:Best approach, Style, Tone, words & format used for

executing an advertising message.

Different Execution Styles

Slice of life Lifestyle Fantasy

Mood or image Musical Personality

symbol

Technical expertise

Scientific evidence Testimonial

Consumer Generated MessagesTapping consumers for message ideas or ads.

It includes: Searching existing video sites Setting up their own sites Sponsoring ad-creation contests Other promotions

Cont….

Benefits: Little Expense Collect new creative ideas Fresh perspective on brand Brand value for consumer Consumer involvement Develop consumer interest in your brand.

Selecting Advertising Media

Major steps include: Deciding on reach—frequency—impact Selecting media vehicles Deciding on media timing

Selecting Advertising Media

Reach is a measure of the percentage of people in the target market who are exposed to the ad campaign during a given period of time

Frequency is a measure of how many times the average person in the target market is exposed to the message

Impact is the qualitative value of a message exposure through a given medium

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

Selecting Advertising Media

When deciding on media timing, the planner must consider:

Seasonality Pattern of the advertising

Continuity—scheduling within a given period

Pulsing—scheduling unevenly within a given period

Evaluating AdvertisingCommunication 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

Public RelationsPublic relations involves building good

relations with the company’s various publics by obtaining favorable publicity, building up a good corporate image, and handling or heading off unfavorable rumors, stories, and events

Public relations is used to promote product, people, ideas, and activities

Public RelationsPublic relations department functions

include: Press relations or press agency Product publicity Public affairs Lobbying Investor relations Development

Public RelationsPress relations or press agency involves the

creation and placing of newsworthy information to attract attention to a person, product, or service

Product publicity involves publicizing specific products

Public affairs involves building and maintaining national or local community relations

Public RelationsLobbying involves building and maintaining

relations with legislators and government officials to influence legislation and regulation

Investor relations involves maintaining relationships with shareholders and others in the financial community

Development involves public relations with donors or members of nonprofit organizations to gain financial or volunteer support

Public Relations

The Role and Impact of Public Relations

Lower cost than advertising Stronger impact on public awareness

than advertising

InternetWritten materials

Buzz marketing

Corporate identity materials

Audiovisual materials

Special eventsSpeechesNews

Major Public Relations Tools