15. Promotion - Advertisement & PL
Type Lecture
Completed
Prac
Learning objectives
1. Define the role of advertising in the promotion mix
2. Describe the major decisions involved in developing an advertising program
3. Define the role of public relations in the promotion mix
4. Explain how companies use PR to communicate with their publics
1. Advertising
Advertising = paid, nonpersonal promotion by an identified sponsor
=Purchasing media space to promote a product
=Paid media in the POEM-model
It reaches large, mass audiences in an impersonal way
Advertising can be used in a variety of media
Advertising is only part of a broader set of marketing decisions, must blend well with the other promotion mix
and marketing mix decisions
Types of marketing:
Tv-commercials,
Non-spot advertising (tv sponsorship) ,
15. Promotion - Advertisement & PL 1
, News papers & magazines,
Radio,
Outdoor=Out Of Home= OOH,
Online advertising,
Advantages and drawbacks:
Advantages:
High reach,
Low cost per exposure
Enables repetition
Tv ads can be extended through online and social media
Indicates success, size and popularity of the seller
Expressive: visual, color and sound
Can both work on long term image and trigger short-term, quick sales
Drawbacks
15. Promotion - Advertisement & PL 2
Type Lecture
Completed
Prac
Learning objectives
1. Define the role of advertising in the promotion mix
2. Describe the major decisions involved in developing an advertising program
3. Define the role of public relations in the promotion mix
4. Explain how companies use PR to communicate with their publics
1. Advertising
Advertising = paid, nonpersonal promotion by an identified sponsor
=Purchasing media space to promote a product
=Paid media in the POEM-model
It reaches large, mass audiences in an impersonal way
Advertising can be used in a variety of media
Advertising is only part of a broader set of marketing decisions, must blend well with the other promotion mix
and marketing mix decisions
Types of marketing:
Tv-commercials,
Non-spot advertising (tv sponsorship) ,
15. Promotion - Advertisement & PL 1
, News papers & magazines,
Radio,
Outdoor=Out Of Home= OOH,
Online advertising,
Advantages and drawbacks:
Advantages:
High reach,
Low cost per exposure
Enables repetition
Tv ads can be extended through online and social media
Indicates success, size and popularity of the seller
Expressive: visual, color and sound
Can both work on long term image and trigger short-term, quick sales
Drawbacks
15. Promotion - Advertisement & PL 2
