MODULE 12

• Advertising is a paid communication messages that identify a brand

  or organization and is intended to reach a large number of recipients.
• PRODUCT ADVERTISMENTS - are about promoting a specific product. They aim to make people aware of the product, or to highlight its unique features compared to other brands.
• INSTITUTIONAL ADVERTISEMENTS - are about promoting the overall image of a company, not just specific products. They aim to create a positive view of the company by emphasizing its values and mission, rather than focusing on individual products.
• 2 Types of Advertisements:

  1. Product Advertisements
  2. Institutional Advertisements
• The Advertising Plan (6)

  1. Establishing Advertising Objectives
  2. Push or Pull Strategy
  3. Budget
  4. Strategy
  5. Execution
  6. Assessment
• Informative advertising – the goal is to bring awareness to a product through educational communication to increase demand for the product
• Persuasive Advertising – the goal is to convince consumers to purchase by highlighting the benefits of a product or service being advertised.
• Comparative advertising - the aim is to showcase the benefits and values of one product over its competitors.
• Reminder Advertising - is aimed at bringing a product back into the forefront of the consumer’s mind. Typically, reminder advertising is used during the maturation stage of the product life cycle.
• In push advertising, the emphasis is on pushing the product or service directly to the target audience. Marketers use various channels to push their message to consumers, such as display ads, email marketing, direct mail, and in-store displays.
• PULL STRATEGY - aims to create a demand for a product or service, encouraging consumers to actively seek it out. This approach often involves creating brand awareness and building a strong brand image.
• Percent of Sales: Budgets are set as a percentage of prior years' sales or predicted future sales.
• All you can afford: Budgets are set after all other necessary expenditures have been covered in the organizational budget.
• Return on Investment: Budgets are set based on the expected return, in dollars, an advertising campaign will produce.
• Competitive Parity: Budgets are based on predictions of what competitors will spend.
• Objectives and task: Budgets are based on the objectives set of activities planned.
• Headline: Grabs the attention of the target audience.
• Subheading: Clarifies the headline or provides attention details.
• Copy: Answers any immediate questions of the audience.
• Image: Visuals to enhance the message.
• Call to action: Tells the audience what they need to do now that they have seen the advertisement.
• 3 Types of Different Media Alternatives:

  1. Print Media
  2. Broadcast Media
  3. Outdoor Advertising
• Key Performance Indicators - are indicators that measure how an advertising campaign is achieving certain goals or objectives.
• BRAND AWARENESS - refers to the extent to which consumers are familiar with the existence and characteristics of a particular brand.
• BRAND RECOGNITION - component of brand awareness, specifically focusing on a consumer's ability to recognize or identify a brand when exposed to it, even without explicit prompts.
• IMPRESSION (AD VIEWS) - the count of how many times an ad is shown

  or displayed to people, regardless of whether they interact with it. It helps advertisers gauge the visibility and reach of their ads.
• CONVERSION RATES - refers to the percentage of an audience that has completed a desired action.
• RETURN ON AD SPEND- is a way to figure out if your advertising is making money. It's the amount of money you earn for every dollar you spend on ads.
• What is Public Relation? It is about creating and maintaining a

  favorable public image.
• The result of public relations is called publicity.
• 3 Tools of Public Relations:

  1. Press Relations
  2. Public Affairs
  3. Lobbying
  4. Events
  5. Social Media Marketing
• PRESS RELATIONS - means building good relationships with the media, like newspapers and TV. It's managed by the marketing team, who send out press releases and stories to keep a positive image of the brand.
• PUBLIC AFFAIRS - involves trying to shape public policy and interacting with government officials and trade groups. It's not just for non-profits and government; businesses are increasingly getting involved in public affairs too.
• LOBBYING - involves efforts to influence government officials, legislators, and policymakers to support specific policies, laws, or regulations that align with the interests of individuals, organizations, or industries.
• EVENTS - Planned gatherings or occasions to promote a brand, engage with the audience, and create a positive image through activities like product launches or charity events.
• DIGITAL MEDIA / SOCIAL MEDIA MARKETING - sing online platforms and social media to communicate, share updates, and build brand awareness by creating and sharing content, engaging with followers, and managing the organization's online presence.
• Advantages of Public Relations

  1. Increasing Brand Credibility
  2. Increasing Sales and Leads
  3. Positive Brand Image
• Disadvantages of Public Relations

  1. No Direct Control
  2. Lack of Guaranteed Results
  3. Difficulty of Evaluating Effectiveness