17四月2024廣告及公關戰略培訓ChapterLearningObjectivesTodescribethenatureandtypesofadvertisingToexplorethemajorstepsindevelopinganadvertisingcampaignToidentifywhoisresponsiblefordevelopingadvertisingcampaignsToexaminethetoolsusedinpublicrelationsToanalyzehowpublicrelationsisusedandevaluatedChapterOutlineTheNatureandTypesofAdvertisingDevelopinganAdvertisingCampaignWhoDevelopstheAdvertisingCampaignPublicRelationsTheNatureandTypesofAdvertisingAdvertisingPaidnonpersonalcommunicationaboutanorganizationanditsproductstransmittedtoatargetaudiencethroughmassmediaPromotesgoods,services,ideas,images,issues,people,andanythingelsethatadvertiserswanttopublicizeorfosterTheNatureandTypesofAdvertisingDevelopinganAdvertisingCampaignAdvertisingCampaignThecreationandexecutionofaseriesofadvertisementstocommunicatewithaparticulartargetaudienceGeneralStepsinDevelopingand

ImplementinganAdvertisingCampaignFIGURE18.1DevelopinganAdvertisingCampaign(cont’d)IdentifyingandAnalyzingtheTargetAudienceTargetaudienceisthegroupofpeopleatwhom

advertisementsareaimedLocationandgeographicdistributionDistributionofdemographicfactorsLifestyleinformationConsumerattitudesDevelopinganAdvertisingCampaign(cont’d)DefiningtheAdvertisingObjectivesWhatdoesthefirmhopetoaccomplishwiththecampaign?Objectivesshouldbeclear,precise,andmeasurable.Increasedsales(unitsordollars)and/orincreasedproductorbrandawarenessDevelopinganAdvertisingCampaign(cont’d)CreatingtheAdvertisingPlatformBasicissuesorsellingpointstobeincludedintheadvertisingcampaignIssuesintheselectionanduseoftheproductthatareimportanttocustomersDeterminingtheAdvertisingAppropriationAdvertisingbudgetforaspecifiedperiodGeographicsizeofthemarketanddistributionofbuyerswithinthemarketareimportantfactorsindeterminingthesizeofthebudgetDevelopinganAdvertisingCampaign(cont’d)DeterminingtheAdvertisingAppropriation(cont’d)DevelopinganAdvertisingCampaign(cont’d)DevelopingtheMediaPlanSpecifiesmediavehicles(e.g.,magazines,radio,andtelevisionstations,andnewspapers)andthescheduleforrunningtheadvertisementsPlanobjectivesfocusonachievingthereachandfrequencythatthebudgetwillallow.Reach:thepercentageofconsumersinatargetmarketexposedtoanadvertisementinaspecifiedperiodFrequency:thenumberoftimestargetedconsumersareexposedtoanadvertisementinaspecifiedperiodDevelopinganAdvertisingCampaign(cont’d)DevelopingtheMediaPlan(cont’d)CostcomparisonindicatorAmeansofcomparingthecostofvehiclesinaspecificmediuminrelationtothenumberofpeoplereachedTheindicatorisstatedasthecostforexposingonethousandpeople(CPM)toanadvertisementinamedium.MediaschedulingtypesContinuousFlightingPulsingDevelopinganAdvertisingCampaign(cont’d)CreatingtheAdvertisingMessageProductFeatures,Uses,andBenefitsCharacteristicsoftheTargetAudienceAdvertisingCampaignObjectivesandPlatformChoiceofMediaFormandContentofAdvertisingMessageGeographicDivisionsforTimeRegionalIssuesFIGURE18.2Source:Timemagazine.DevelopinganAdvertisingCampaign(cont’d)CreatingtheAdvertisingMessage(cont’d)Copy:theverbalportionofadvertisementsIncludesheadlines,subheadlines,bodycopy,

andsignatureCopyguidelinesIdentifyaspecificdesireorproblemRecommendtheproductasthe

bestwaytosatisfythedesire

orsolvetheproblemStateproductbenefitsSubstantiateadvertisingclaimsAskthebuyertotakeactionDevelopinganAdvertisingCampaign(cont’d)CreatingtheAdvertisingMessage(cont’d)StoryboardAmockupcombiningcopyandvisualmaterialtoshowthesequenceofmajorscenesinacommercialPlugged

“Hum”Unplugged

“Buzz”Leap

“Yeah”Upset

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

andtablesusedtosparkaudienceinterestLayoutThephysicalarrangementofan

ad’sillustrationandcopyDevelopinganAdvertisingCampaign(cont’d)ExecutingtheCampaignPlanningandcoordinationImplementationDetailedschedulingofcampaignphasesEvaluationandcorrectiveactionasnecessarytomakethe

campaignmoreeffectiveDevelopinganAdvertisingCampaign(cont’d)EvaluatingAdvertisingEffectivenessWhoDevelopstheAdvertisingCampaign?

IndividualsFirm’sAdvertisingDepartmentAdvertisingAgencyWhoDevelopstheAdvertisingCampaign?(cont’d)

IndividualsPersonswithinthefirmAdvertisingdepartmentsinlargerfirmsCopywriters,artists,mediabuyers,andtechnicalproductioncoordinatorsAdvertisingAgencyCopywriting,artwork,technicalproduction,andformulationofthemediaplanMediaexperts,researchers,andlegaladvisersPublicRelationsPublicRelationsCommunicationseffortsusedtocreateandmaintainfavorablerelationsbetweenanorganizationanditsstakeholdersFocusesonenhancingtheimageofthetotalorganizationPublicRelationsToolsWrittenmaterialsBrochures ?Newsletters ?CompanymagazinesNewsreleases ?AnnualreportsCorporateidentitymaterials ?SpeechesSponsoredeventsPublicRelations(cont’d)Publicity:anewsstorytypeofcommunicationtransmittedthroughamassmediumatnochargeNewsreleaseAshortpieceofcopypublicizinganeventoraproductFeaturearticleAmanuscriptofupto3,000wordspreparedforaspecificpublicationCaptionedphotographAphotowithabriefdescriptionofitscontentsPressconferenceAmeetingusedtoannouncemajornewseventsPublicRelations(cont’d)Publicity(cont’d)AdvantagesCredibility ?NewsvalueSignificantword-of-mouthcommunicationsAperceptionofbeingendorsedbythemediaLimitationsMustbeacceptedbynewsmediaMustbetimely,interesting,accurate,andinthepublicinterestInabilitytocontrolcontentortimeofreleasetopublicPublicRelations(cont’d)EvaluatingPublicRelationsEffectivenessEnvironmentalmonitoringIdentifieschangesinpublicopinionaffectingtheorganizationPublicrelationsauditAssessesanorganization’simageamongthepublicorevaluatestheeffectofaspecificpublicrelationsprogramCommunicationsauditAnalyzesthecontentoforganizationalmessagesSocialauditMeasurestheextenttowhichstakeholdersviewtheorganizationasbeingsociallyresponsiblePublicRelations(cont’d)DealingwithUnfavorablePublicRelationsPreventionofnegativeincidentsandeventsSafetyprograms,inspections,andeffectivequalitycontrolproceduresPreparednessfornegativeincidentsandeventsPredeterminedpoliciesandproceduresthatexpeditenewscoverageBeingforthrightwiththepressandthepublicAfterreviewingthischapteryoushould:Beawareofthenatureandtypesofadvertising.Knowthemajorstepsinvolvedindevelopinganadvertisingcampaign.Knowwhoisresponsiblefordevelopingadvertisingcampaigns.Understandpublicrelations.Knowhowpublicrelationsisusedandevaluated.Chapter18

SupplementalSlidesCopyright?HoughtonMifflinCompany.Allrightsreserved.18–36KeyTermsandConceptsThefollowingslides(alistingoftermsandconcepts)areintendedforuseattheinstructor’sdiscretion.Torearrangetheslideorderoralterthecontentofthepresentationselect“SlideSorter”underViewonthemainmenu.leftclickonanindividualslidetoselectit;holdanddragtheslidetoanewpositionintheslideshow.Todeleteanindividualslide,clickontheslidetoselect,andpresstheDeletekey.Select“Normal”underViewonthemainmenutoreturntonormalview.ImportantTermsAdvertisingPaidnonpersonalcommunicationaboutanorganizationanditsproductstransmittedtoatargetaudiencethroughmassmediaAdvertisingCampaignThecreationandexecutionofaseriesofadvertisementstocommunicatewithaparticulartargetaudienceTargetAudienceThegroupofpeopleatwhomadvertisementsareaimedImportantTermsAdvertisingPlatformBasicissuesorsellingpointstobeincludedintheadvertisingcampaignAdvertisingAppropriationAdvertisingbudgetforaspecifiedperiodMediaPlanSpecifiesmediavehicles(e.g.,magazines,radio,andtelevisionstations,andnewspapers)andthescheduleforrunningtheadvertisementsCostcomparisonindicatorAmeansofcomparingthecostofvehiclesinaspecificmediuminrelationtothenumberofpeoplereachedImportantTermsCopyTheverbalportionofadvertisementsStoryboardAmockupcombiningcopyandvisualmaterialtoshowthesequenceofmajorscenesinacommercialArtworkAnad’sillustrationandlayoutIllustrationsPhotos,drawings,graphs,charts,andtablesusedtosparkaudienceinterestImportantTermsLayoutThephysicalarrangementofanad’sillustrationandcopyPublicRelationsCommunicationseffortsusedtocreateandmaintainfavorablerelationsbetweenanorganizationanditsstakeholdersPublicityAnewsstorytypeofcommunicationtrans