文档介绍：Advertising and Public Relations
Advertising and Public Relations
chapter
13
Prepared by
Deborah Baker
Texas Christian University
Learning Objectives
chapter
13
13>. Discuss the effect of advertising on market share and consumers.
2. Identify the major types of advertising.
3. Discuss the creative decisions in developing an advertising campaign.
Learning Objectives (continued)
chapter
13
8>4. Describe media evaluation and selection techniques.
5. Discuss the role of public relations in the promotional mix.
Learning Objective
1
Discuss the effect of advertising on market share and consumers.
Advertising
. advertising spending exceeds $215 billion per year
Industry employs only 272,000
Ad budgets of some firms exceed over $2 billion per year
1
Advertising and Market Share
New brands spend proportionately more for advertising than old ones.
A certain level of exposure is needed to affect purchase habits.
Beyond a certain level, diminishing returns set in.
1
Advertising and the Consumer
Average . citizen is exposed to hundreds of ads each day.
Advertising may change a consumer’s attitude toward a product.
Advertising can affect consumer ranking of brand attributes.
1
Learning Objective
2
Identify the major types of advertising.
Major Types of Advertising
Institutional
Advertising
Designed to enhance pany’s image rather than promote a particular product.
Product
Advertising
Designed to tout the benefits of a specific good or service.
2
Major Types of Advertising
2
Enhance corporation’s identify
Pioneering
Competitive
Comparative
Product
Advertising
Institutional
Advertising
Advocacy advertising
Product Advertising
Pioneering
Stimulates primary demand for new product or category
Competitive
Influence demand for brand in the growth phase of the PLC.
Often uses emotional appeal.
Comparative
Compares two or peting brands’ product attributes.
Used if growth is sluggish, or petition is str