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ADVERTISING IN PR:Broad Objectives Of Advertising, Direct Advertising.

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Fundamentals of Public Relations ­MCM 401
VU
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
1.
To produce awareness and knowledge about the product or service.
2.
To create liking and preference for it.
3.
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
VU
·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.
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Table of Contents:
  1. INTRODUCTION & BRIEF HISTORY:Definitions Of Public Relations
  2. HOW DOES PR WORK?:OVERVIEW, Formulation of policy
  3. PUBLIC RELATIONS DISTINGUISHED:Size of a PR Department.
  4. PUBLICS OF PR:Expanded Publics, Few Examples Of Publics
  5. PLANNING PUBLIC RELATIONS PROGRAMMES:Print Media, Electronic Media
  6. MEDIAS OF PR:Media for External Publics, Principles of Good Press Relations
  7. PRESS RELATIONS IN PR:What is News, Secrets Of Good News Release.
  8. CREATED PRIVATE MEDIA:Private Media, New Forms of House Journals
  9. SPECIAL USES OF PUBLIC RELATIONS:Crisis Management, Skills Of PR
  10. BUDGETING IN PR:Labour, Office Overheads, PR & Photographs
  11. PUBLIC RELATIONS PROBLEMS:Defining PR problems, C’s of PR explained
  12. METHODS OF COMMUNICATION:Psychology of Public Relations
  13. PR IN VARIOUS ORGANIZATIONS:Techniques of Trade Association PR
  14. PR IN LABOUR UNIONS & RELIGIOUS GROUPS:Community Public Relations
  15. PR IN EDUCATIONAL INSTITUTIONS & IN MEDIA CHANNALS
  16. USING ADVERTISING FOR P R COMMUNICATION:Role Of PR
  17. ROLE OF PUBLIC RELATIONS IN MARKETING:How To Educate The Market
  18. PUBLIC RELATIONS AND CORPORATE STRUCTURE:Corporate Identity Essentials
  19. E-PR & ITS TOOLS:Immediate Points To Consider, Using Email As PR Tool
  20. SPONSORSHIP—AN IMPORTANT PR TOOL:PR & Communication Audit
  21. HOUSE JOURNALS:Possible Publics Of House Journals, Exhibitions & PR
  22. CRISIS MANAGEMENT IN PR:Plan Of Action Adopted, Interview at your place
  23. ADVERTISING IN PR:Broad Objectives Of Advertising, Direct Advertising.
  24. INTERNATIONAL PUBLIC RELATIONS:Media Used, Within Store Contacts
  25. PUBLIC RELATIONS CONSULTANCY:Disadvantages, Mass Communication
  26. PUBLIC RELATION’S ROLE IN MARKET EDUCATION:Kinds Of Markets
  27. MODERN DAY VALUES OF PR:Ethics Of Public Relations
  28. CHOICE OF MEDIA FOR PR COMPAIGN:Communication Channels & Media
  29. PR TECHNIQUES:Tactics & Techniques
  30. DESIGNING PR COMPAIGNS:Definitive Mission statement, Reputation.
  31. PUBLIC OPINION:Identifying Priority Publics, If Goal Is Attitude Change
  32. PUBLIC RELATIONS AND RESEARCH:Planning Phase Of Research
  33. PR AND RESEARCH:Unobtrusive Measures, Questionnaires For Survey
  34. PROBLEMS SOLVING STRATEGIES:Communicate results
  35. PERSUASION & COMMUNICATION THEORIES:Message Orientation
  36. COMMUNICATION CONCEPTS & THEORIES:Research and Persuasion
  37. PUBLIC RELATIONS & LAW:How To Stay Out Of Trouble
  38. PUBLIC RELATIONS & CASE STUDIES:Case Analysis, Images Of Public Relations
  39. PR AND PRINTING PROCESSES:Fundamentals Of Printing
  40. PUBLIC SPEAKING -- A PR TOOL:Key Benefits, How To Prepare
  41. PR -- COPING WITH UNEXPECTED:Some Possible PR Ideas
  42. DREAMS & REALITIES OF PR:Who Takes Charge Of Identity?
  43. CHANGING INTO OVERDRIVE:How International Is PR?
  44. GETTING ON WITH PR:Where does PR fit in the structure?
  45. FUNDAMENTALS OF A SUCCESSFUL NEWSLETTER:RESEARCH, WRITING