CHAPTER NO.
15
ADVERTISING AND
PUBLIC
RELATIONS
Presented To
Mam Ayesha Shoukat
Presented By
Nimra Nawaz
Nida Kainat Hashmi
ADVERTISING:
Any Paid Form of nonpersonal presentation and promotion of ideas,good and services by
any identified sponsor.
Examples:-
Print Ads: Creates newspapers and broushers
Social Media ads:
TV Commercials ads:
ADVERTISING OBJECTIVE
A S P E C I F I C C O M M U N I C AT I O N TA S K T O B E
AC C O M P L I S H E D W I T H A S P E C I F I C TA R G E T
AUDIENCE WITH A SPECIFIC PERIOD OF TIME
Informative Advertising:
Informing the market of price change and availabe services and support. Inform
about the new products.
Persuasive Advertising:
Type of advertising that aims to convince and persuade the audience to take a
specific action as buying a product.
Reminder advertising:
Type that aim to Remind customers about a product, service and making a
purchase decisions.
ADVERTISING BUDGET:
Is the amount of money allocated to advertise a product, service or brand.
ADVERTISING STRATEGY:
Is a plan to promote a product or service to target audience, using various
advertising channels.
SELECTING ADVERTISING MEDIA:
The Major Steps in advertising Media selection are:-
• 1. Deciding on reach, frequency and impact; Advertiser must decide on reach,
frequency needed to achieve.
• Reach is a measure of the percentage of people.
• Frequency is a measure of how many times the average person is exposed to the
message.
• Impact the advertiser must decide on the desired media impact – the qualitative
value of a message.
• 2. Choosing Among major media Types;
The major media Types are:
Television, Mobile phones, The internet, Newspapers, Magazines, Radio, mails. Etc.
• 3. Selecting specific media vehicles;
The media planner must choose the best media vehicles Example Televsion Geo
super, Cartoon Network.
• 4. Deciding on Media Timing;
The advertiser must decide how to schedule the advertising.
RETURN ON ADVERTISING INVESTMENT
Is the profit and or revenue generated by an advertising campaign
Net Return / cost of advertising investment
Advertising Agencies:
Is a company That helps businesses create and implement advertising to
promote their products and services.
Like DDB: works for Volkswagen
Media arts lab works for Apple.
