广告及公关战略培训-英文版(ppt 46).pptVIP

Advertising andPublic Relations Chapter Learning Objectives To describe the nature and types of advertising To explore the major steps in developing an advertising campaign To identify who is responsible for developing advertising campaigns To examine the tools used in public relations To analyze how public relations is used and evaluated Chapter Outline The Nature and Types of Advertising Developing an Advertising Campaign Who Develops the Advertising Campaign Public Relations The Nature and Types of Advertising Advertising Paid nonpersonal communication about an organization and its products transmitted to a target audience through mass media Promotes goods, services, ideas, images, issues, people, and anything else that advertisers want to publicize or foster The Nature and Types of Advertising Developing an Advertising Campaign Advertising Campaign The creation and execution of a series of advertisements to communicate with a particular target audience General Steps in Developing andImplementing an Advertising Campaign Developing an Advertising Campaign (cont’d) Identifying and Analyzing the Target Audience Target audience is the group of people at whom advertisements are aimed Location and geographic distribution Distribution of demographic factors Lifestyle information Consumer attitudes Developing an Advertising Campaign (cont’d) Defining the Advertising Objectives What does the firm hope to accomplish with the campaign? Objectives should be clear, precise, and measurable. Increased sales (units or dollars) and/or increased product or brand awareness Developing an Advertising Campaign (cont’d) Creating the Advertising Platform Basic issues or selling points to be included in the advertising campaign Issues in the selection and use of the product that are important to customers Determining the Advertising Appropriation Advertising budget for a specified period Geographic size of the market and distribution of buyers within the market are important factors i