week 10 Advertising, PR and Sponsorship

1WEEKTEN:ADVERTISING,PR&SPONSORSHIPAdvertisingSponsorshipPublicRelations2WEEKTEN:ADVERTISING,PR&SPONSORSHIPLECTUREPromotionMarketingCommunicationsDeveloping&implementinganadvertisingcampaignPublicrelations&publicitySponsorshipTUTORIALAdvertreviews3LEARNINGOUTCOMESStudentsshouldbeableto:DefinepromotionandexplainitsaimsIdentifymainelementsofthepromotionalmixDefineadvertisingandexplainitsusesOutlinethestagesinvolvedindevelopinganadvertisingcampaignDefinePRandPublicityandexplaintheirroleinthepromotionalmixExplaintheroleofsponsorshipinthepromotionalmix4PROMOTION“Communicationwithindividuals,groupsororganisationsinordertofacilitateexchangesbyinformingandpersuadingaudiencestoacceptacompany’sproducts””(Dibbetal,2001)Theroleofpromotion:-Toinformandeducate-Toentertain-Tofacilitatesatisfyingexchanges-Toinfluenceandencouragebuyerstoacceptoradoptgoods,servicesorideasPushpolicy:Promotionalpolicywhereproducerpromotesproductonlytonextinstitutiondownthemarketingchannel5Pullpolicy:PromotionalpolicywherebusinesspromotesdirectlytoconsumersinordertodevelopstrongdemandforitsproductsPromotionencompassesallthevarioustoolsofmarketingcommunicationsMARKETINGCOMMUNICATIONSMarketingCommunicationscanbeusedto:DifferentiateproductsandservicesRemindandReassurecustomersandpotentialcustomersInformPersuadetargetstothinkoractinaparticularway6THEPROMOTIONALMIXConsistsofanycombinationofthefollowing:AdvertisingPublicRelations&PublicitySponsorshipPersonalsellingSalespromotionDirectMarketing&theInternetConsiderationswhenselectingapromotionalmix:Promotionalresources,objectives&policiesTargetmarketcharacteristicsProductcharacteristicsCost&availabilityofpromotionalmethods7ADVERTISING“Apaidformofnon-personalcommunicationthatistransmittedthroughmassmedia(Dibbetal,2001)Advertisingcanbetransmittedthrough:TelevisionRadioNewspapersMagazinesDirectmailPublictransportvehiclesOutdoordisplaysInternet8•UsesofAdvertising:Promoteproducts,organisationsandcauses-Institutionaladvertising-ProductadvertisingStimulateprimaryandselectivedemand-Pioneeradvertising-Competitiveadvertising-ComparativeadvertisingOffsetcompetitorsadvertising-Defensiveadvertising9•UsesofAdvertising:AidsalespeopleEducatethemarketIncreaseuseofaproductToremindandreinforce-Reminderadvertising-ReinforcementadvertisingReducesalesfluctuations10AdvertisingstrategiesN.B.Apushpolicymayinvolvenoadvertising“PushPolicy”ProducerProducer“PullPolicy”WholesalerWholesalerRetailersConsumersConsumersRetailers(FlowofproductsFlowofcommunication)11DevelopingandAdvertisingCampaignFourmainelementstoanadvertisingcampaignWho?-targetaudienceidentificationWhat?-messageWhere?-mediaWhen?-timing1.TargetAudience(who?)Needtotailoradvertisingtotargetaudience(hencewhyknowledgeofcustomerandtheirbuyingbehaviourissoimportant)122.Message(What?)Fourrules:DesigntoattractattentionTailormessagetothepictureKeepmessageassimpleaspossibleUsewords&imagesthatarerelevantandfamiliartotheaudienceOthermessageandmediaconsiderations:Definewhatyousay(notnecessarilyverbal)Messagesource-whoareyougoingtouse?NeedtomatchpersonwithmessageMessagestructure-linkedtoproductrisk13Messagepresentation/contentAdvertsizePositionColour-willinfluencemediaselectionIllustrationMovement(TV)-willinfluencemediaselectionSoundHeadlinesandText(Copy)3.Media(Where?)Mediaselection-choosemediaappropriatetotargetaudience14Mainmediatypes:Broadcast-TV&RadioPrint-newspapers,magazines&directoriesOutdoor-billboards,transportandstreetfurnitureNewmedia-Internet,digitalTV,mobilemarketingInstore-POP(atmospherics,dumpbins,merchandiseetc)andpackagingOther-Cinema(&productplacement)&ambientmedia(litterbins,golftees,petrolpumps)15MediachoicefactorsCostDelivery-whatyourmediawillletyoudoProfile-audience.Whoareyoumostlikelytoreach?E.g.30%‘A’readSundaytimesbutonly4%‘C2’readit!4.Timing(When?)16Developing&ImplementinganAdvertisingCampaignIdentifyandanalyseadvertisingtargetDefineadvertisingobjectivesCreateadvertisingplatformDetermineadvertisingbudgetDevelopmediaplanCreateadvertisingmessageExecutecampaignEvaluateadvertisingeffectiveness17HowtojudgeeffectivenessofadvertisementsDoestheadmakemestopandlookatit?Isthereanoriginalorunusualideainit?Doesitworkasapieceofdesign?Isitrelevanttotheproduct?Isiteasytounderstand?18PUBLICRELATIONS&PUBLICITY“Aplannedandsustainedefforttoestablishandmaintaingoodwillandmutualunderstandingbetweenanorganisationanditstargetpublic”(Dibbetal,2001)Buildsgoodwill&understandingamongstdifferentgroupsofstakeholderse.g.employees,shareholders,localcommunity,suppliers,consumer&themediaStrengthsCredibilityCostDifficultaudiences19PUBLICRELATIONS&PUBLICITYWeaknessesLimitedcontrol-onceit’sgone,it’sgoneEvaluationCategoriesofPRPRevent-eventconcernedwithaspecificpurposePRCampaign-periodofPRactivityinvolvingseveraleventsandtechniques,withinaspecifiestimeperiodPRProgramme-on-going,multi-techniquePRactivity20PRTools:1.Exhibitions&TradeShowsSeenewproductsObtaintechnical,marketingandproductinfoTalkwithsuppli