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Fundamentals of Public Relations MCM 401

Lesson 23

ADVERTISING IN PR

Overview

In this lecture we will apprise the students with an important tool of public relations that is "Advertising".

We will cover brief history, definition, objectives, types and the future of advertising. We will also acquaint

the students with publicity campaigns; and the guiding principles to public relations thinking

Advertising

Brief History.

Advertising was used as popular form of spreading information throughout ages. Egyptians are considered

as originators of advertising & it began to flourish there around 3200 B.C. Later on ancient Romans learnt

this art from Egyptians. In England the first printed advertisement pertaining to sale of a book was

published in 1477.Newspaper was the first major revolution in advertising while the second major

revolution was the introduction of TV.

Definition Of Advertising.

"A form of communication which intends to promote the sales of goods, products or services , to influence public Opinion , to

gain political support , to advance a particular Cause , or to elicit some other response desired by the advertiser."

(British Institute of Advertising).

"Any paid form of non - personal presentation and promotional ideas, goods or services by an identified sponsor."

(American Marketing Association).

Broad Objectives Of Advertising

To produce awareness and knowledge about the product or service.

To create liking and preference for it.

To stimulate thought and action about it.

Specific Objectives Of Advertising

·To build primary demand. This is done in case of launch of a new product

·To introduce a price deal. This shows the competitiveness of the product.

·To inform about a product's availability. Once the product is in market you have to inform the target

public about its availability.

·To

build brand recognition or brand preference, or brand insistence. In order to create the

acceptance and recognition of the brand.

·To help salesperson by building an awareness of a product among retailers. Mainly used to acquaint

the retailers about the product.

·To inform about a new product's price or features. The main purpose is to inform about the product's

pricing and highlight its special features against the competition.

Advertising

Following important objectives can be achieved through advertising:

·To create a reputation for service, reliability or research strength.

·To increase market share.

·To modify existing product according to the requirements of the buyers.

·To increase the frequency of use of a product.

·To inform about new uses of a product.

·To build overall company image.

·To effect immediate buying action.

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Fundamentals of Public Relations MCM 401

·To reach new areas or new segments of population within the existing areas.

·To develop overseas market.

Types Of Advertising

· Direct Advertising.

Such as packaging, wrapping paper, book jackets etc.

· Indirect Advertising.

Greeting cards, various gift items & souvenirs.

Future Of Advertising

2 FACTORS.

·Information Technology.

·Current Popular Means Of Entertainment.

Publicity Campaigns

7 "W" Notes.

·W hat is the objective of the campaign.

·W hat problems you want to address through it

·W hat extent do you anticipate to achieve the results.

·W hat media will you prefer to use? For staff, local residents & all publics.

·W hat will be the likely cost?

·W ho is going to launch the campaign.

·W hen is the campaign planned to be launched?

Public Relations Thinking ( Guiding Principles ).

·Declare your interest.

·Fitting the organization's purpose & aims.

·Think through to the possible consequences.

·Do not make assumptions. Use knowledge to take decisions..

·Research the background before taking any step or action..

·Have clear objectives or positive results..

·Think as specifically as possible about relationship.

·Use as many channels as possible.

·Make sure your messages are consistent.

·Approach different publics in and on their own terms.

·Think through everything be prepared.