Advertising and Public RelationsAlison Pople

Lecture OutlineDefinitions of AdvertisingWhat’s happening in Adland?Top brands and advertisersComponents of AdvertisingDefinitions of Public RelationsWhat’s happening in PRland?Public Relations TasksTop 10 Christmas ads 2012Marks and Spencer Christmas ad 2013

AdvertisingAdvertising is a paid form of persuasive communication that uses mass and interactive media to reach broad audiences in order to connect an identified sponsor with buyers (a target audience), provide information about products (goods, services and ideas) and interpret product features in terms of a customer’s needs and wants (Pople & Turnbull, 2012, 5)

AdvertisingAdvertising is hard-hitting and powerful … it’s boring and ineffective … enormously creative and entertaining … and it can be simply annoying (Seminik, Allen, O’Guinn & Kaufmann, 2012, 10)

What’s happening in Adland?Heineken launches James Bond-inspired campaign | Advertising news | Campaign

Tony Kaye to break world record shooting 175 ads in one day

Sky launches 50 years of Bond offensiveRolling Stones 50th Anniversary album is being promoted featuring a virtual gorilla hanging from Big Ben

Campaign Magazine - Top Christmas ads 2013

Top 20 Coolest Brands iPhone Aston Martin Apple iPod Nintendo YouTube Blackberry Google Bang & Olufsen Playstation 3

Xbox Tate Modern Dom Perignon Virgin Atlantic Ferrari Sony Mini Vivienne Westwood Rolex BBC iPlayerSource:

http://www.marketingmagazine.co.uk

Top 20 Advertisers 2011Biggest Brands: Top 100 advertisers 2011 - Marketing news - Marketing magazine Procter & Gamble British Sky

Broadcasting Unilever UK Tesco Asda Stores COI DFS Furniture Reckitt Benkiser (UK) BT Kelloggs

Wm Morrison L’Oreal Marks & Spencer Sainsbury’s Nestle Argos Glaxo Smithkline B&Q O2 UK McDonald’s

Source: http://www.marketingmagazine.co.uk

Basic RolesIdentification – Advertising identifies a product and/or store where it’s sold

Information – Advertising provides information about a product

Persuasion – Advertising persuades people to buy things

Advertising is dynamic and constantly changing to meet the demands of society and the marketplace

(Pople & Turnbull, 2012, 4-5)

Key CharacteristicsAdvertising is paid for by the advertiserAdvertising began as one way communication, but digital media have opened the door to interesting new forms of two-way and multiple way brand-related communication

Advertising reaches broad audiences and targeted groups (direct response)

The message is conveyed through different kinds of mass media, and is largely non personal

(Pople & Turnbull, 2012, 4-6)

Key CharacteristicsMost advertising has a defined strategy and seeks to inform customers and/or make them aware of a brand, company, or organisation

Advertising often is seen as the driving force in marketing communication because it commands the largest budget, as well as the largest number of agencies and professionals

(Pople & Turnbull, 2012, 4-6)

The Most Common Types of Advertising

Brand advertising – focuses on long-term brand identity and image

Retail or local advertising – stimulates store traffic and creates an image

Direct-response advertising – stimulates an immediate response

Business-to-business advertising – directed at companies: industrial purchasers and professionals

(Pople & Turnbull, 2012, 9)

The Most Common Types of Advertising

Institutional advertising – focuses on corporate identity and image

Non profit advertising – used to solicit donations and programme participation (orchestras, charities, religious institutions)

Public service advertising – provides messages on behalf of a good cause

Advertisements can be developed as single ads largely unrelated to other ads or as a campaign (related ads)

(Pople & Turnbull, 2012, 9)

Key Components of Advertising

Strategy – based on objectives, positioning and segmentation

Message – based on consumer insights

Media – based on media profileEvaluation – based on effectiveness

(Pople & Turnbull, 2012, 15-16)

Public Relations

What does Public Relations involve?

What happened?

What happened?

Recent PR StoriesWhy Starbucks is the grinch that stole ChristmasThe Royal BabyJob losses at BAE Systems and BlockbusterThe death of Nelson MandelaDrug scandal at the CoopThe phone hacking trialNigella Lawson and the fraud caseThe Phillippines hurricaneThe merger of operations at Nokia and MicrosoftUprisings across the Arab World – SyriaThe horsemeat scandalTax avoidance by Starbucks, Google and Amazon

Definitions of Public Relations“Public relations is a distinctive management function which helps establish and maintain mutual lines of communication, understanding, acceptance and cooperation between an organisation and its publics”. (Harlow, 1976, 36)

“Public relations is about reputation – the result of what you do, what you say and what others say about you”. (CIPR, 2009)

Figure 2.1 Example of a PEST analysisSource: Tench & Yeomans, 2009, 21

PublicsOrganisations need to consider who their publics are and what needs to be communicated to each group

Organisations are viewed as stakeholding communities

The role of the organisation is to pull together the knowledge of all stakeholding groups

Publics can be characterised by their relationship with an organisation (See Esman, 1972)

Figure 2.2 Esman’s organisational relationship linkagesSource: Grunig & Hunt ,1984, 141 in Tench & Yeomans, 2009, 23

Public Relations TasksWriting and editingMedia relations and placementResearchManagement and administrationEvent managementCrisis managementSpeakingProductionTraining Source: Cutlip et al., (2000)

What do PR People do?Corporate PRMedia RelationsInternal communicationsBusiness-to-BusinessPublic affairsCommunity relationsInvestor relationsStrategic Communication

FinallyPR Week - the industry magazinePR has taken a considerably more prominent place … as an increasing number of marketers are recognising the discipline’s value and contributions as an important brand-building tool

Most PR practitioners and marketing executives say the primary reason for PR’s growing popularity is that PR relates more effectively to the current fragmented media environment than do other disciplines

Source: Wolfe, J., (2006) PR steals the spotlight, The Advertiser, December

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