Page 508 - Foundations of Marketing

Advertising and Public Relations | Chapter 16 475

Advertisers must then develop a media plan by selecting 4. Examine the tools used in public relations
and scheduling media to use in the campaign. Some factors as well as how public relations is used and
affecting the media plan are location and demographic char- evaluated.
acteristics of the target audience, content of the message, and
cost of the various media. The basic content and form of the Public relations is a broad set of communication efforts used to
advertising message are affected by product features, uses, create and maintain favorable relationships between an orga-
and benefits; characteristics of the people in the target audi- nization and its stakeholders. Public relations can be used to
ence; the campaign’s objectives and platform; and the choice promote people, places, ideas, activities, and countries, and to
of media. Advertisers use copy and artwork to create the create and maintain a positive company image. Some firms use
message. The execution of an advertising campaign requires public relations for a single purpose; others use it for several
extensive planning and coordination. purposes. Public relations tools include written materials, such
Finally, advertisers must devise one or more meth- as brochures, newsletters, and annual reports; corporate iden-
ods for evaluating advertisement effectiveness. Pretests tity materials, such as business cards and signs; speeches; event
are evaluations performed before the campaign begins; sponsorships; and special events. Publicity is communication
posttests are conducted after the campaign. Two types in news-story form about an organization, its products, or both,
of posttests are a recognition test, in which respondents transmitted through a mass medium at no charge. Publicity-
are shown the actual advertisement and asked whether based public relations tools include news releases, feature arti-
they recognize it, and a recall test. In aided recall tests, cles, captioned photographs, and press conferences. Problems
respondents are shown a list of products, brands, company that organizations confront in using publicity-based public
names, or trademarks to jog their memories. In unaided relations include reluctance of media personnel to print or air
tests, no clues are given. releases and lack of control over timing and content of messages.
To evaluate the effectiveness of their public relations pro-
3. Identify who is responsible for developing grams, companies conduct research to determine how well
advertising campaigns. their messages are reaching their audiences. Environmental
monitoring, public relations audits, and counting the num-
Advertising campaigns can be developed by personnel within
ber of media exposures are all means of evaluating public
the firm or in conjunction with advertising agencies. A cam-
relations effectiveness. Organizations should avoid negative
paign created by the firm’s personnel may be developed by
public relations by taking steps to prevent negative events
one or more individuals or by an advertising department
that result in unfavorable publicity. To diminish the impact
within the firm. Use of an advertising agency may be advan-
of unfavorable public relations, organizations should institute
tageous because an agency provides highly skilled, objective
policies and procedures for dealing with news personnel and
specialists with broad experience in advertising at low to
the public when negative events occur.
moderate costs to the firm.
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Key Concepts

advertising 455 advertising campaign 456 arbitrary approach 461 consumer jury 467
institutional advertising 455 target audience 457 media plan 462 posttest 468
advocacy advertising 456 advertising platform 459 cost comparison indicator recognition test 468
product advertising 456 advertising appropriation 463 unaided recall test 468
pioneer advertising 456 460 regional issues 465 aided recall test 468
competitive advertising 456 objective-and-task approach copy 465 public relations 469
comparative advertising 460 storyboard 466 publicity 471
456 percent-of-sales approach artwork 466 news release 471
reminder advertising 456 461 illustrations 466 feature article 471
reinforcement advertising competition-matching layout 467 captioned photograph 471
456 approach 461 pretest 467 press conference 471

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