广告及公关战略培训

03四月2024广告及公关战略培训02四月2024广告及公关战略培训1ChapterLearningObjectivesTodescribethenatureandtypesofadvertisingToexplorethemajorstepsindevelopinganadvertisingcampaignToidentifywhoisresponsiblefordevelopingadvertisingcampaignsToexaminethetoolsusedinpublicrelationsToanalyzehowpublicrelationsisusedandevaluatedChapterLearningObjectivesTo2ChapterOutlineTheNatureandTypesofAdvertisingDevelopinganAdvertisingCampaignWhoDevelopstheAdvertisingCampaignPublicRelationsChapterOutlineTheNatureand3TheNatureandTypesofAdvertisingAdvertisingPaidnonpersonalcommunicationaboutanorganizationanditsproductstransmittedtoatargetaudiencethroughmassmediaPromotesgoods,services,ideas,images,issues,people,andanythingelsethatadvertiserswanttopublicizeorfosterTheNatureandTypesofAdvert4TheNatureandTypesofAdvertisingTheNatureandTypesofAdvert5DevelopinganAdvertisingCampaignAdvertisingCampaignThecreationandexecutionofaseriesofadvertisementstocommunicatewithaparticulartargetaudienceDevelopinganAdvertisingCamp6GeneralStepsinDevelopingand

ImplementinganAdvertisingCampaignFIGURE18.1GeneralStepsinDevelopingan7DevelopinganAdvertisingCampaign(cont’d)IdentifyingandAnalyzingtheTargetAudienceTargetaudienceisthegroupofpeopleatwhom

advertisementsareaimedLocationandgeographicdistributionDistributionofdemographicfactorsLifestyleinformationConsumerattitudesDevelopinganAdvertisingCamp8DevelopinganAdvertisingCampaign(cont’d)DefiningtheAdvertisingObjectivesWhatdoesthefirmhopetoaccomplishwiththecampaign?Objectivesshouldbeclear,precise,andmeasurable.Increasedsales(unitsordollars)and/orincreasedproductorbrandawarenessDevelopinganAdvertisingCamp9DevelopinganAdvertisingCampaign(cont’d)CreatingtheAdvertisingPlatformBasicissuesorsellingpointstobeincludedintheadvertisingcampaignIssuesintheselectionanduseoftheproductthatareimportanttocustomersDeterminingtheAdvertisingAppropriationAdvertisingbudgetforaspecifiedperiodGeographicsizeofthemarketanddistributionofbuyerswithinthemarketareimportantfactorsindeterminingthesizeofthebudgetDevelopinganAdvertisingCamp10DevelopinganAdvertisingCampaign(cont’d)DeterminingtheAdvertisingAppropriation(cont’d)DevelopinganAdvertisingCamp11广告及公关战略培训12DevelopinganAdvertisingCampaign(cont’d)DevelopingtheMediaPlanSpecifiesmediavehicles(e.g.,magazines,radio,andtelevisionstations,andnewspapers)andthescheduleforrunningtheadvertisementsPlanobjectivesfocusonachievingthereachandfrequencythatthebudgetwillallow.Reach:thepercentageofconsumersinatargetmarketexposedtoanadvertisementinaspecifiedperiodFrequency:thenumberoftimestargetedconsumersareexposedtoanadvertisementinaspecifiedperiodDevelopinganAdvertisingCamp13DevelopinganAdvertisingCampaign(cont’d)DevelopingtheMediaPlan(cont’d)CostcomparisonindicatorAmeansofcomparingthecostofvehiclesinaspecificmediuminrelationtothenumberofpeoplereachedTheindicatorisstatedasthecostforexposingonethousandpeople(CPM)toanadvertisementinamedium.MediaschedulingtypesContinuousFlightingPulsingDevelopinganAdvertisingCamp14广告及公关战略培训15DevelopinganAdvertisingCampaign(cont’d)CreatingtheAdvertisingMessageProductFeatures,Uses,andBenefitsCharacteristicsoftheTargetAudienceAdvertisingCampaignObjectivesandPlatformChoiceofMediaFormandContentofAdvertisingMessageDevelopinganAdvertisingCamp16GeographicDivisionsforTimeRegionalIssuesFIGURE18.2Source:Timemagazine.GeographicDivisionsforTime17广告及公关战略培训18广告及公关战略培训19广告及公关战略培训20广告及公关战略培训21DevelopinganAdvertisingCampaign(cont’d)CreatingtheAdvertisingMessage(cont’d)Copy:theverbalportionofadvertisementsIncludesheadlines,subheadlines,bodycopy,

andsignatureCopyguidelinesIdentifyaspecificdesireorproblemRecommendtheproductasthe

bestwaytosatisfythedesire

orsolvetheproblemStateproductbenefitsSubstantiateadvertisingclaimsAskthebuyertotakeactionDevelopinganAdvertisingCamp22DevelopinganAdvertisingCampaign(cont’d)CreatingtheAdvertisingMessage(cont’d)StoryboardAmockupcombiningcopyandvisualmaterialtoshowthesequenceofmajorscenesinacommercialPlugged

“Hum”Unplugged

“Buzz”Leap

“Yeah”Upset

“Oops”DevelopinganAdvertisingCamp23DevelopinganAdvertisingCampaign(cont’d)CreatingtheAdvertisingMessage(cont’d)ArtworkAnad’sillustrationandlayoutIllustrationsPhotos,drawings,graphs,charts,

andtablesusedtosparkaudienceinterestLayoutThephysicalarrangementofan

ad’sillustrationandcopyDevelopinganAdvertisingCamp24DevelopinganAdvertisingCampaign(cont’d)ExecutingtheCampaignPlanningandcoordinationImplementationDetailedschedulingofcampaignphasesEvaluationandcorrectiveactionasnecessarytomakethe

campaignmoreeffectiveDevelopinganAdvertisingCamp25DevelopinganAdvertisingCampaign(cont’d)EvaluatingAdvertisingEffectivenessDevelopinganAdvertisingCamp26WhoDevelopstheAdvertisingCampaign?

IndividualsFirm’sAdvertisingDepartmentAdvertisingAgencyWhoDevelopstheAdvertisingC27WhoDevelopstheAdvertisingCampaign?(cont’d)

IndividualsPersonswithinthefirmAdvertisingdepartmentsinlargerfirmsCopywriters,artists,mediabuyers,andtechnicalproductioncoordinatorsAdvertisingAgencyCopywriting,artwork,technicalproduction,andformulationofthemediaplanMediaexperts,researchers,andlegaladvisersWhoDevelopstheAdvertisingC28PublicRelationsPublicRelationsCommunicationseffortsusedtocreateandmaintainfavorablerelationsbetweenanorganizationanditsstakeholdersFocusesonenhancingtheimageofthetotalorganizationPublicRelationsToolsWrittenmaterialsBrochures •Newsletters •CompanymagazinesNewsreleases •AnnualreportsCorporateidentitymaterials •SpeechesSponsoredeventsPublicRelationsPublicRelatio29PublicRelations(cont’d)Publicity:anewsstorytypeofcommunicationtransmittedthroughamassmediumatnochargeNewsreleaseAshortpieceofcopypublicizinganeventoraproductFeaturearticleAmanuscriptofupto3,000wordspreparedforaspecificpublicationCaptionedphotographAphotowithabriefdescriptionofitscontentsPressconferenceAmeetingusedtoannouncemajornewseventsPublicRelations(cont’d)Publi30广告及公关战略培训31PublicRelations(cont’d)Publicity(cont’d)AdvantagesCredibility •NewsvalueSignificantword-of-mouthcommunicationsAperceptionofbeingendorsedbythemediaLimitationsMustbeacceptedbynewsmediaMustbetimely,interesting,accurate,andinthepublicinterestInabilitytocontrolcontentortimeofreleasetopublicPublicRelations(cont’d)Publi32PublicRelations(cont’d)EvaluatingPublicRelationsEffectivenessEnvironmentalmonitoringIdentifieschangesinpublicopinionaffectingtheorganizationPublicrelationsauditAssessesanorganization’simageamongthepublicorevaluatestheeffectofaspecificpublicrelationsprogramCommunicationsauditAnalyzesthecontentoforganizationalmessagesSocialauditMeasurestheextenttowhichstakeholdersviewtheorganizationasbeingsociallyresponsiblePublicRelations(cont’d)Evalu33PublicRelations(cont’d)DealingwithUnfavorablePublicRelationsPreventionofnegativeincidentsandeventsSafetyprograms,inspections,andeffectivequalitycontrolproceduresPreparednessfornegativeincidentsandeventsPredeterminedpoliciesandproceduresthatexpeditenewscoverageBeingforthrightwiththepressandthepublicPublicRelations(cont’d)Deali34Afterreviewingthischapteryoushould:Beawareofthenatureandtypesofadvertising.Knowthemajorstepsinvolvedindevelopinganadvertisingcampaign.Knowwhoisresponsiblefordevelopingadvertisingcampaigns.Understandpublicrelations.Knowhowpublicrelationsisusedandevaluated.Afterreviewingthischaptery35Chapter18

SupplementalSlidesCopyright©HoughtonMifflinCompany.Allrightsreserved.18–36Chapter18

SupplementalSlides36KeyTermsandConceptsThefollowingslides(alistingoftermsandconcepts)areintendedforuseattheinstructor’sdiscretion.Torearrangetheslideorderoralterthecontentofthepresentationselect“SlideSorter”underViewonthemainmenu.leftclickonanindividualslidetoselectit;holdanddragtheslidetoanewpositionintheslideshow.Todeleteanindividualslide,clickontheslidetoselect,andpresstheDeletekey.Select“Normal”underViewonthemainmenutoreturntonormalview.KeyTermsandConceptsThefoll37ImportantTermsAdvertisingPaidnonpersonalcommunicationaboutanorganizationanditsproductstransmittedtoatargetaudiencethroughmassmediaAdvertisingCampaignThecreationandexecutionofaseriesofadvertisementstocommunicatewithaparticulartargetaudienceTargetAudienceThegroupofpeopleatwhomadvertisementsareaimedImportantTermsAdvertising38ImportantTermsAdvertisingPlatformBasicissuesorsellingpointstobeincludedintheadvertisingcampaignAdvertisingAppropriationAdvertisingbudgetforaspecifiedperiodMediaPlanSpecifiesmediavehicles(e.g.,magazines,radio,andtelevisionstations,andnewspapers)andthescheduleforrunningtheadvertisementsCostcomparisonindicatorAmeansofcomparingthecostofvehiclesinaspecificmediuminrelationtothenumberofpeoplereachedImportantTermsAdvertisingPla39ImportantTermsCopyTheverbalportionofadvertisementsStoryboardAmockupcombiningcopyandvisualmaterialtoshowthesequenceofmajorscenesinacommercialArtworkAnad’sillustrationandlayoutIllustrationsPhotos,drawings,graphs,charts,andtablesusedtosparkaudienceinterestImportantTermsCopy40ImportantTermsLayoutThephysicalarrangementofanad’sillustrationandcopyPublicRelationsCommunicationseffortsusedtocreateandmaintainfavorablerelationsbetweenanorganizationanditsstakeholdersPublicityAnewsstorytypeofcommunication