The activity of explicitly paying for media space or time in order to direct favorable attention to certain goods or services.
Advertisers pay for the space or time that they receive
Advertising clearly states its presence
Advertising involves persuasion
Public Relations
Information, activities, and policies by which corporations and other organizations seek to create attitudes favorable to themselves and their work, and to counter adverse attitudes
Different from Advertising
Advertisers pay for the space or time that they receive, whereas public relations practitioners typically do not
Advertising clearly states its presence
Writing and Placing the Ads
Executives of the business write the ads themselves and place them
In-House Agencies
Advertising Agencies
Media Relations
Dealings with reporters and other members of media organizations who might tell a story about a client
Internal relations
External relations
Work Carried Out By Advertising Agencies
Creative persuasion
Market research
Media planning and buying, “placement”
Agency Holding Companies
firms that own…
full-service advertising agencies
specialty agencies
direct-marketing firms
research companies
public relations agencies
Big Seven Advertising Agency Holding Companies
WPP Group, London
Omnicom Group, New York
Publicis Group, Paris
Interpublic Group, New York
Dentsu, Tokyo
Havas, Puteaux, France
Hakuhodo DY Holdings, Tokyo
Big Four Public Relations Holding Companies
WPP Group
Omnicom Group
Interpublic
Publicis
Common Persuasive Strategies in Advertising
First-person testimonial
Advertising strategy that associates a product with the endorsement of a well-known person
Plain folks pitch
Advertising strategy that associates a product with simplicity and the common person
Snob-appeal approach
Advertising strategy that attempts to convince consumers that using a product will enable them to maintain or elevate their social station
Bandwagon effect
Advertising strategy that incorporates exaggerated claims that everyone is using a particular product, so you should, too
Hidden fear approach
Advertising strategy that plays on a sense of insecurity, trying to persuade consumers that only a specific product can offer relief
Irritation advertising
Advertising strategy that tries to create product-name recognition by being annoying or obnoxious
Associates a product with some cultural value or image that has a positive connotation but may have little connection to the actual product
Disassociation
Links a product with an idea separate from one held in consumer’s minds
Media Plan
Devised by Media Planners
List of media outlets in which companies advertise their products.
Print
Newspapers
Magazines
Broadcasting
TV
Radio
Digital
Web
Social Media
Outdoor
Billboards
Aircraft Flyovers
In-Store Media
Evaluation
Examine syndicated and custom research
demographic
psychographic
lifestyle information
What is the outlet’s reach with “against” the target audience?
How efficient is the outlet in reaching that audience compared with other outlets?
Cost per Thousand
Publicity
the process of getting people or products mentioned in the news and entertainment media in order to get members of the public interested in them
Corporate Communications
Financial Communications
Health Care
Crisis Management
Public Affairs
Public Relations Messages
Press Release
Public Service Announcement
Video/Digital News Release
Marketing Communications
Type of public relations activity
Known as integrated marketing communications (IMC)
Blends different ways to communicate to an organization’s various audiences and markets
Branded Entertainment
Linking the firm or product’s name and personality with an activity that the target audience enjoys
Event Marketing
Event Sponsorship
Product Placement
Product Placement Bartering
Product integration
Direct Marketing
Marketing that uses media vehicles created by the marketer (phone messages, e-mail, postal mailings) to send persuasive messages asking that the consumers who receive them respond to the marketer
Databases
Database marketing
Relationship Marketing
Firm’s process of maintaining long-term contact with its customers
Mailings
Custom magazines
Brochures
Letters
Email
Loyalty programs
Convergence Between Advertising, Public Relations, and Contemporary Media
Advertising, public relations, and marketing communications are often used in concert by practitioners
Firms deploy messages across various media channels