1. Advertising and Public Relations
To be reported by:
Emmanny Berbano

2. Chapter Objectives
1. Define Advertising
2. Identify the four features of advertisements
3. Enumerate the types of advertising
4. Know the different formats used in
advertisements
5. Know how to develop a media strategy
6. Understand the role of publicity as a tool of
public relations

3. NATURE AND SCOPE OF
ADVERTISING

4. Advertising
Persuasive message carried by a non-personal
medium and paid for by an identified sponsor.

5. 4 features of Advertisement
1. Verbal, and/visual
message
1. Sponsor who is
identified

6. 3. Delivery through one or
more media
4. Payment by the sponsor
to the media carrying the
message

7. Types of Advertising
1. Consumer Advertising or Business-to-
business advertising

8. 2. Product/Service or Institutional/Corporate
a. Product/ Service
-It focuses on a particular product or brand.

9. Product/Service is
subdivided into:
*Direct Action- Seeks a
quick response like an ad
urging the reader to send
or call immediately for a
free sample.
*Indirect Action- Designed
to stimulate demand over a
longer period of time. Most
TV ads are of this type.

10. b. Institutional/Corporate
-Aims to create a good attitude, build goodwill,
and present information about the advertiser’s
business.

11. Two Forms
a. Customer Service- e.g
Caltex describes the level
of personal service
available.
b. Public Service
Advertising- Designed to
improve the quality of
life and show that the
advertiser is responsible
member of the
community.

12. 3. Primary-demand
advertising or selective-
demand advertising
a. Primary-demand
advertising
- Designed to stimulate
demand for a generic
category.
b. Selective-demand
advertising
- Intended to stimulate
demand for individual brands.

13. Developing an Advertising Campaign
• This is consists of all the tasks involved in
transforming a theme into a coordinated
advertising program to accomplish a specific
goal for a product or brand.

14. Steps to follow before designing an
advertising campaign
1. Identify the target
audience
2. Establish an over-all
promotional
objectives
3. Determine an over-all
promotional theme

15. Defining Objectives
Four broad communication goals expected by
advertisers:

16. Specific Advertising Objectives
*Encourage current user to
increase consumption
*Generate more sales leads Provides
framework for
*Increasing brand awareness creative strategy
and media
*Creating and maintaining a selection
brand image
*Supporting personal selling
efforts

17. Establishing a Budget
• Once marketing
communications budget has
been established
Then,
• It will be allocated among the
various activities that makes
up the overall marketing
communications program.

18. PUREFOODS

19. Creating a Message
Individual Advertisements
accomplish two things:
1. Get and hold the attention
of the intended audience
2. Influence that audience in
the desired way

20. Most Common approach to catch
attention….
• Present material in an unexpected manner

21. If the ad succeeds then the advertiser
has a few seconds to send a message

22. Two elements of the message
1. Appeal
- Central Idea of an advertising
message
- Tells the potential buyers
what the products offers and
why the product should be
appealing to them.

23. 2. Execution
- Combining, in a
convincing and
compatible way the
feature or device that
gets attention with the
appeal which can be
executed in a variety of
ways.

24. Execution Format
-How an advertisement says something

25. Types of major advertising formats:
1. Storyline Format
-Gives a history of or tells a
story about the product
2. Product Uses and problem
solutions
-Discuss a product’s uses,
attributes, benefits or availability.

26. 3. Slice of life
-dramatizes a typical
setting in which people use
the product being advertised.
4. Demonstration
-Illustrates product
features or proves some
advertised claim.
5. Lifestyle
-Combines scenes intended
to reflect a particular target
market’s lifestyle

27. 6. Testimonials
-Show a person, usually
show business or sport figure
that endorses the product
advertised. Spokesperson
urges the audience directly to
buy the product.
7. Still life
-portrays the product in a
visually attractive setting.

28. 8. Association
-Concentrates on an
analogy or other
relationships to convey a
message.
9. Montage
-Blends a number of
situations, demonstrations
and other visual effects
into one commercial

29. 10. Jingles
-Musical verses with
“memory value”

30. Creating an ad involves….
1. Copy
-Written or spoken
material in an ad.
Includes the
headline, coupons, adv
ertiser's identification
and the main body of
the message.

31. 2. Illustration
-Powerful feature for
visual ads and should
make best use of the
space.
3. Layout
-Physical
arrangement of all the
elements in an
advertisement.

32. SELECTING MEDIA

33. Two factors in developing a media
strategy:
1. Media which will efficiently
get the message to the
desired audience
2. Scheduling of these media so
as to not bore people with
much repetition of the
message or make them
forget it.

34. Media
*Direct Marketing media
(Mail advertising)
- It has been in existence
for more than a century
and modern computer can
personalize direct-response
advertising message to an
individual.
*Interactive media
(Internet advertising)

35. General Factors that influence Media
Choice:
• Objectives of the advertisement
- Purpose and goal
• Audience Coverage
– Reachable by the medium
• Requirements of the message
- Medium should fit the message
• Time and location of buying decision
– Medium should reach when and where the customers are
about to make the buying decisions
• Media cost
– Cost of the medium should be considered

36. Characteristics of the Major Media
1. Newspapers
-They are flexible and
timely
2. TV
-Most versatile and
rapidly changing of all
media.

37. 3. Direct Mail
-Most personal and
selective of all the media.
4. Radio
-It is relatively low cot
and reaches far and
wide.

38. 5. Magazines
- Excellent medium
when high-quality
printing and color
desired in an
advertisement.
6. Out-of-home
advertising
-Includes billboard,
posters, bus ads and
new electronic digital
billboards.

39. 7. Specialty Advertising
- Item of merchandise
imprinted with the
advertiser’s name,
message, or log and is
given free.
8. Emerging Media
-These are lesser-
known media used in
conjunction with better-
known media

40. 9. Infomercials
- Lengthy TV ads that
run up to 60mins that
combines info with
entertainment and
promotion.
10. Place-Based Media
-Ads placed where
people are.

41. 11.Video and CD-ROMs
-Advertisers place
their ads to reach video
watchers in video rentals.
12. World Wide Web
- Companies have had
Web pages created to
reach their target
market.

42. SCHEDULING
• Media Schedule or Media plan
– Time schedule identifying the exact media to be
used and the dates when the ads are to appear.
– Selecting specific media such as magazines
requires to consider:
*Reach- No. of people exposed to an ad in a given
medium.
*Frequency- No. of times an individual is expected
to be exposed to an advertiser’s message.

44. PUBLIC RELATIONS
• This is a management tool designed to
favorably influence attitudes towards and
organization, its products and its policies.
• Purpose is to manage publicity and maintain
positive organizational image and to provide
public with info.

45. Publicity
• This is any communication about an
organization, its products or policies through
the medium that is not paid for by the
organization.

46. Forms of Publicity
1. Press Conference
-Creates goodwill and
positive corporate image
results between the
organization and the public
2. Appearances
-Talk shows often invite
guests who promote their
books, recordings, concerts
and movies

47. 3. Event Sponsorships
- Sponsorship of events and activities on
charitable institutions.