978-0134492513 Chapter 15 Lecture Notes Part 2

Assignments, Resources

Use Discussion Questions 15-1, 15-2, and 15-3 here

Use Critical Thinking Exercise 15-6 and 15-7here

Use Marketing Ethics here

Use Real Marketing 15.1 here

Use Additional Projects 1 and 2 here

Use Small Group Assignment 1 here

Use Individual Assignment 1 here

Use Outside Examples 1 and 2 here

Use Video Case here

Troubleshooting Tip

Message execution is also a key concept. Many

students will have trouble with the various

execution styles and will particularly have difficulty

with slice of life versus lifestyle. There may also be

difficulty in understanding the difference between

fantasy and mood or image. Again, use examples of

your own, as well as those shown in the text.

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Consumer-Generated Content. Taking advantage of

today’s interactive technologies, many companies are now

tapping consumers for message ideas or actual ads.

If done well, consumer-generated advertising efforts can

produce big benefits.

For little expense, companies can collect new

creative ideas.

These campaigns can boost consumer involvement

and get consumers talking and thinking about a

brand and its value to them.

Selecting Advertising Media

The major steps in advertising media selection are: (1)

defining reach, frequency, impact and engagement; (2)

choosing among major media types; (3) selecting specific

media vehicles; and (4) choosing media timing.

Defining Reach, Frequency, Impact, and Engagement.

Reach is a measure of the percentage of people in the

target market who are exposed to the ad campaign during a

given period of time. Frequency is a measure of how many

times the average person in the target market is exposed to

the message.

The advertiser must determine the desired media impact—

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Photo: GoPro

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Ad: Converse

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Key Term:

Advertising media

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the qualitative value of a message exposure through a

given medium.

Typically, the advertiser wants to choose media that will

engage consumers rather than simply reach them.

Measures of engagement are difficult to find, though

consumer expressions, such as a “Like” can be counted.

Choosing Among Major Media Types. The media

planner has to know the reach, frequency, and impact of

each major media type. As summarized in Table 15.2, the

major media types are newspapers, television, direct mail,

radio, magazines, outdoor, and the Internet. Each medium

has advantages and limitations.

Media planners must also decide between narrowcasting

and the shotgun approach.

More and more, advertisers are turning to alternative

media in an effort to get their message through.

Selecting Specific Media Vehicles. The media planner

now must choose the best media vehicles—specific media

within each general media type.

Media planners must compute the cost per 1,000 persons

reached by a vehicle.

The media planner must also consider the costs of

producing ads for different media.

The media planner must balance media costs against

several media effectiveness factors:

Audience quality

Audience engagement

Editorial quality

Deciding on Media Timing. The advertiser must decide

how to schedule the advertising over the course of a year.

Some marketers do only seasonal advertising. Most do

some seasonal advertising.

The advertiser has to choose the pattern of the ads.

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Ad: Mazda

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Table 15.2: Profiles

of Major Media

Types

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Photo: Caribou

Coffee

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Ad: Peep’s

15-24 Online and social media let advertisers create ads that

respond to events in real time.

Assignments, Resources

Use Real Marketing 15.2 here

Use Think-Pair-Share 1, 2, and 3 here

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Evaluating Advertising Effectiveness and Return on

Advertising Investment

Measuring advertising effectiveness and the return on

advertising effectiveness has become a hot issue for most

companies.

Measuring the communication effects of an ad or ad

campaign tells whether the ads and media are communi–

cating the ad message well.

Sales and profit effects of advertising and other content are

often harder to measure. Sales and profits are affected by

many factors besides advertising—such as product

features, price, and availability.

One way to measure the sales and profit effects of

advertising is to compare past sales and profits with past

advertising expenditures.

p. 444

Key Term: Return

on advertising

investment

Assignments, Resources

Use Online, Mobile and Social Media Marketing

here

Use Marketing by the Numbers here

Use Company Case here

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p. 445

Other Advertising Considerations

Organizing for Advertising

Different companies organize in different ways to handle

advertising.

In small companies, advertising might be handled by

someone in the sales department.

Large companies set up advertising departments whose job

it is to set the advertising budget, work with the advertising

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Key Term:

Advertising agency

p. 446

agency, and handle advertising not done by the agency.

Advertising agencies employ specialists who can often

perform advertising tasks better than the company’s own

staff.

Most large advertising agencies have the staff and

resources to handle all phases of an advertising campaign

for its clients, from creating a marketing plan to developing

ad campaigns and preparing, placing, and evaluating ads.

International Advertising Decisions

International advertisers face many complexities not

encountered by domestic advertisers.

The most basic issue concerns the degree to which global

advertising should be adapted to the unique characteristics

of markets in various countries.

Standardization produces many benefits—lower

advertising costs, greater global advertising coordination,

and a more consistent worldwide image.

There are also drawbacks—standardization ignores the fact

that country markets differ greatly in their cultures,

demographics, and economic conditions.

Global advertisers face several special problems:

Advertising media costs and availability differ

vastly from country to country.

Countries also differ in the extent to which they

regulate advertising practices.

Although advertisers may develop global strategies

to guide their overall advertising efforts, specific

advertising programs must usually be adapted to

meet local cultures and customers, media character–

istics, and advertising regulations.

Review Learning Objective 2: Describe the major

decisions involved in developing an advertising program.

p. 445

Ad: McDonald’s

Assignments, Resources

Use Discussion Question 15-4 here

Use Additional Project 3 here

Use Small Group Assignment 2 here

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Define the role of public relations in the promotion mix.

PUBLIC RELATIONS

Public relations is designed to build good relations with

the company’s various publics by obtaining favorable

publicity, building a positive corporate image, and

managing unfavorable rumors, stories, and events.

Public relations departments may perform any or all of the

following functions:

Press relations or press agency: Creating and

placing newsworthy information in the news media

to attract attention to a person, product, or service.

Product publicity: Publicizing specific products.

Public affairs: Building and maintaining national or

local community relations.

Lobbying: Building and maintaining relations with

legislators and government officials to influence

legislation and regulation.

Investor relations: Maintaining relationships with

shareholders and others in the financial community.

Development: Working with donors or members of

nonprofit organizations to gain financial or

volunteer support.

Public relations is used to promote products, people,

places, ideas, activities, organizations, and even nations.

Learning Objective

3

p. 446

Key Term: Public

relations (PR)

Assignments, Resources

Use Discussion Question 15-5 here

Use Additional Project 4 here

Use Think-Pair-Share 4 here

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The Role and Impact of PR

Public relations can make a strong impact on public aware–

ness at a much lower cost than advertising can.

The company does not pay for the space or time in the

media.

If the company develops an interesting story or event, it

could be picked up by several different media, having the

same effect as advertising that would cost millions of

dollars. And, it would have more credibility than

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Photo: Burger King

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advertising.

Public relations is sometimes described as a marketing

stepchild because of its often limited and scattered use.

Advertising and public relations should work hand in hand

within an IMC program to build brands and customer

relationships.

Review Learning Objective 3: Define the role of public

relations in the promotion mix.

Explain how companies use PR to communicate with

their publics.

Major Public Relations Tools

Public relations professionals use several tools.

PR professionals find or create favorable news

about the company and its products or people.

Another common PR tool is special events,

including news conferences, press tours, or

educational programs designed to reach and interest

target publics.

Public relations people also prepare written

materials to reach and influence their target

markets. These materials include annual reports,

brochures, articles, and company newsletters and

magazines.

Audiovisual materials, such as slide-and-sound

programs, DVDs, and online videos are being used

increasingly as communication tools.

Corporate identity materials can also help create a

corporate identity that the public immediately

recognizes.



Companies can improve public goodwill by

contributing money and time to public service

activities.

The Web is also an increasingly important PR channel.

Websites, blogs, and social networks such as YouTube,

Facebook, and Twitter are providing interesting new ways

to reach more people.

A company’s Website can be a good public relations

vehicle and is ideal for handling crisis situations.

Learning Objective

4

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Review Learning Objective 4: Explain how companies

use PR to communicate with their publics.

Assignments, Resources

Use Critical Thinking Exercise 15-8 here

Use Real Marketing 15.2 here

Use Additional Project 5 here

Use Individual Assignment 2 here

Use Think-Pair-Share 5 and 6 here

Troubleshooting Tip

Public relations is a mystery to almost everyone.

There will be some questions regarding the product

publicity done by public relations versus that done

by a marketing manager, but these questions can be

answered by the notion of free, because the vast

majority of what PR does is to get the company in

the press. One of the examples of masterful public

relations that the book points out is CVS and its

decision to stop selling cigarettes and tobacco

products in its stores. This example alone is often

enough to explain the importance of this

communication channel.