Publicity: Unpaid comms in mass media.
-Basic Rule: do something good, then talk about it.
-Credibility- create a favorable image, "crisis mgmt" (maintain composure in negative situation)
-Comms that seeks to build good relationships with stakeholder (anyone in the public)
-more credible than paid advertisement
-Buzz mark is a form of publicity
1.Press Release - most common. co writes report and sends to media to get free exposure.
2. Sponsorship: co provides $ to help event in return for PR. consumer enjoys the event = enjoys the sponsor. while customers in leisure time.can create brand loyalty
3. Internal PR: co newsletters. (employees, suppliers, stockholders)
4.SpecialEvents/Community Involvement: community events put on by co. Ex. WU easter egg hunt
5.Advice and Counsel: best way to handle a situation, news can be good or bad.
Press Release Types
1. Timely Topics: news topics that may be relevant to consumers and co. Ex. new product feature/benefit
2. Research Project Findings:published by universities to highlight research
3. Helpful consumer info: about prod decisions. ex. egg recipes by egg producer
programs designed to build interest or encourage purch of prod during a SPECIFIC period of time.
-can be targeted to end consumers, channel partners, and/or employees
-can be simple/local. can be high-profile (Happy meal toys).
-Use other mediums to promote the sales promo
Sales Promo to Consumers:
-Coupons (very common, certificate for $ off, trial)
-Rebates (recover part of purchase afterwards)
-Bonus Packs (more product - same price)
-Samples (trial-size to encourage use)
-Contests/Sweepstakes (skill vs. chance)
-Premiums (giveaways to buy prod - prize in cereal box)
-Loyalty programs (more purchases = more stuff, "frequent flyer" programs)
-POP Displays (in-store displays, signage, TV)
Sales Promo for B2B
-Merch Allowance ($ for in-store support)
-Push money (bonus from manu to channel member salespersons)
-Cooperative Promos (firms combine to promote prods. Ex. McDonalds and Disney)
-Trade Shows (meet people in supply chain, events to showcase prods) - can create orders and meet potential customers
-Promotional Prods - Giveaways (build awareness, Ex. Pens)
nonpersonal comms paid for by an identified sponsor using mass media to persuade, inform, and remind an audience.
-Biggest Spenders = 1)Auto Industry 2)Retail 3) Telecomms
message focuses on specific prod (most common)
-Educate about a new prod and what it does
-Emphasize brand's features
-Ensure people won't forget about prod
message focuses on activities or POV of an org, not prod or brand.
-Corporate Ad: focuses on org as a whole
-Often for political or PR purposes
-Public Service Ads: free for not-for-profits that serve society in some way. Also champion an issue like discouraging drunk driving.
consumer generated ads.
-consumers more likely to trust this adv
-Companies have been very successful with this tactic
-Generation C phenomenon
Retail & Local Ad
specific store or local service
-local ads - can be quite awful
-ads discuss store hrs, locations, sales, and featured prods
-puts prods in show.
3 Options: 1) Be in the movie 2) Interact with people 3) Talk about it in movie
series of ads placed in media over a period of time using IMC
-all ads need consistent message, with same look and feel
1) Limited Service: one or more services (specialized focus)
2) Full-service: everything from beginning to end of ad campaign.
Designing the Ad
Ad Appeal: central idea or theme of ad (approach used to influence customer - informational, emotional) Creatives try to develop a big idea
-Unique Selling Proposition (USP): an ad appeal that has clear reason why product is superior to competitors. Can be a slogan
1. Reasons why: USP - show why prod is superior
2. Comparative Ad: explicitly names one or more competitors. can have a negative connotation. ex. cola wars
3. Demonstration: important when consumers are unable to see benefits except when prod is in use. show prod in action
4. Testimonial: celebrity, expert, random joe.
5. Slice-of-Life: appealing to reality. people relating to ad
6. Lifestyle: shows person(s) attractive tgt mkt in an appealing setting (Ex. skateboarders drinking milk)
7. Fear: what if? drunk driving, unexpected pregnancy
9. Humor - attracts consumers attention
10. Slogans and Jingles (good recall of prod)
getting message to tgt audience in most effective way.
-when and where to say it.
-Aperture: best place and time to reach tgt mkt (best "window")
Pros: creative/flexible, prestigious, entertaining, network is cost effective for reaching best audience, cable is good for reaching targeted group. can demonstrate prod
Cons: quickly forgotten, requires repitition, increasingly fragmented audiences, high costs on absolute basis, people don't watch commercials, increasing clutter
Pros: Selective audience, heard out of home, personal and intimate, local personalities, low cost, can be modified to reflect changes in mkt, listener imagination.
Cons: don't pay full attention, no demos, ads repeated frequently b/c of small audiences
Pros: wide exposure and extensive mkt coverage, flexibility format options, useful for comparison shopping, local retailers can tie in with national ads, timeliness
Cons: don't spend alot of time reading, low readership in youth, short life span, very cluttered, no specific audiences
Pros: specific tgt audience, high credibility/interest level, long life span and pass along rate, excellent visual quality
Cons: very expensive, long deadlines, use several mags to reach tgt mkt
Pros: high reach, low cost, geographic choices, suplements other media
Cons: hard to comm complex message, controversial/disliked, no demos
Banners, buttons, pop-ups, emails, search engines and directory listings
-Adv: target customers, interactive, track preferences
Indirect Forms of Media
-Directories (yellow pages)
-advergaming (ad in video games)
-place-based media: ad in doctor's offices, airports, gas stations
-branded entertainment: integrate prods into entertainment venues
plan that specifies what media to use and when to use it.
-includes frequency of certain ads. Ex. Video Game ads
1)Continuous Schedule: steady stream of ad throughout year. for prods bought on regular basis
2)Pulsing Schedule: varies amount of ad based on when prod is likely to be demanded
3)Flighting: advertising in short, intense bursts. alternated with periods in which no ad is done.
Impressions & Reach
number of people who will be exposed to a message placed in one or more media vehicles
-Reach: % of tgt mkt that will be exposed to media vehicle
-Frequency: average # of times a person in tgt group will be exposed to message. Need high levels for complex prods or those with small tgt mkts
Ethical Issues in Ad
-deceptive and untruthful
-offensive and in bad taste
-creates and perpetuates stereotypes
-causes people to buy things they don't really need.