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TU BBA 8th Semester
Public Relation Full Note

Provided by:- Dikshya Khadka


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Unit 1
Introduction to PR
Concepts: What Is Public Relations?
• A channel, a facilitator, and a manager of communication,
conducting research, defining problems, and creating meaning by
fostering communication among many groups in society.
• A strategic conversation.
• Is it spin or truth telling?
• Public relations’ broad scope: every industry, government, and
nonprofit organization.
• Corporate public relations (being an in-house public relations
department within a for-profit organization of any size) and agency
public relations (are hired consultants that normally work on an
hourly basis for specific campaigns or goals of the organization that
hires them differ.
Defining Public Relations
• Public relations is ―the management of communication between an
organization and its publics.‖Grunig and Hunt(1984), p. 4.
• Emphasis in original. One reason this definition is so successful is its
simplicity, and lays down the foundation of the profession exactly
within management, as opposed to the competing approaches of
journalism or the promotion-based approach of marketing and
advertising that focuses primarily on consumers.
 Management1. body of knowledge on how best to coordinate the
activities of an enterprise to achieve effectiveness.
 Communication2. Not only sending a message to a receiver but also
understanding the messages of others through listening and dialogue.
 Organization3. Any group organized with a common purpose;
 Publics4. Any group(s) of people held together by a common interest.
- differs from audiences in that they often self-organize and do
not have to adjust to messages;
- differ from stakeholders in that they do not necessarily have
a financial stake tying them to specific goals or consequences
of the organization.
- Targeted audiences, re publics who receive a specifically
targeted message that is tailored to their interests.
• As “the management of communication between an
organization and its publics,” public relations has radically
departed from its historical roots in publicity and
journalism to become a management discipline—that is,
one based on research and strategy.
Evolution
• In the 1800s, public relations techniques were used to encourage
settlement in the American West. Railroad companies – which were
laying down new tracks across America – employed former
journalists to create flyers and pamphlets that described the vast
opportunities.
• Age of Press Agentry/Publicity(Annie Oakley, Buffalo Bill, and
Davie Crockett, P.T. Barnum: Barnum and Bailey‘s Circus)
 One--‐way communication; Mass media-driven; Often ―hype‖
• Public Information: Ivy Lee – “Declaration of Principles”
 Emphasis on truthful, accurate information dissemination.
 To enter into World War I – Committee on Public Information (also
known as the Creel Committee) in 1917Creel Committee
• Scientific persuasion (and the two-way asymmetric model).
 In 1923 Bernays published his landmark book, Crystallizing Public Opinion and
established the profession‘s theoretical foundations. Bernays wrote about how to
move people to do what you want them to do
 Two-way communication; Audience research/feedback; Purpose is to become
more effective Persuaders.
 It lasted for about 30 to 40 years until the 1950s and 60s when activism (i.e.,
public protests about perceived corporate power and greed) necessitated a shift
toward relationship building
• Era of relationship building (Two-­‐Way Symmetric):
• Two--‐way, Balanced communication for mutual understanding
and/or adjustment
 primary role as identifying, building, and sustaining relationships between an
organization and its stakeholders, the nature of the profession changed.
Furthermore, if these relationships were to be sustained, they had to be mutually
beneficial –where both organizations and their stakeholders benefitted.
 When relationships became the primary focus for public relations activities, spin
(i.e., intentionally making something appear better than it is) became
counterproductive to long-term public relations goals.
• Proactive PR
• In the 1970s, public relations professionals began to increasingly identify
themselves as ―business people first, and communicators second.‖ As a
result, public relations became more concerned with establishing
measurable objectives aligned with organizational goals, and
demonstrating a tangible ROI (return on investment).
• The emphasis on business strategy ushered more public relations
professionals into senior management where PR input could be made prior
to policy formation or product creation. As a result, public relations
became more effective because PR activities became more proactive and
less reactive. With proactive public relations, organizations can plan and
execute strategies and tactics on their own timeline – rather than having to
react to a PR problem.
• Today, however, public relations is much broader. In addition to media
relations, public relations practitioners work in the following areas:
employee relations, investor relations, community relations, public affairs,
lobbying, and social media, among other areas.
• As the scope of the profession has expanded, so has the skill set
practitioners need to be successful.
• Writing continues to be the core skill public relations
practitioners need to possess. But employers are also looking for
research skills, good interpersonal communication, media and
cultural literacy, critical thinking skills, and business
knowledge (i.e., what makes businesses more effective).
• Today, the trend is to combine advertising, marketing, and
public relations into integrated marketing communications
(IMC) or integrated strategic communications. Under these
integrated models, public relations works much more closely
with advertising and marketing to achieve consistent
messages/strategies and realize cost efficiencies.
• Today, public relations is practiced worldwide. In fact, some of
the profession‘s fastest growth is overseas – especially in
developing countries and emerging markets. Any place or
situation where public support is key to an organization‘s
success, public relations will be valued.
Marketing Communication System
Marketing Communication System
• System is that which interacts with its surrounding.
• 2 types of system: open (which frequently interacts with surrounding);
closed (which interacts less with its environment)
• Marketing Communication system interacts with its surrounding with
following components.
 Context Analysis: Macro Environment and Task Environment(Micro
and internal)
 Promotional Objectives: AIDA(AIDCA)
 Positioning: Image that need to be created/that exists in Target
Audience mind.
 Resources: Financial and HR.
 Target Audience: to whom communication is intended.
 Communication Mix: tools to communicate (Ads, PR, DM, SP and
PS)
 Research and Evaluation: Targeted Vs. Actual.
Linear Model of Communication
Linear/1step model of communication
• Communication directly goes from Sender to Receiver.
• Receiver then interprets the meaning out of the messages and reacts to
communication.

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The Two-Step Flow Theory
• In 1948, Paul Lazarsfeld, Bernard Berelson and Hazel Gaudet
published The People's Choice – a paper analyzing the voters‘
decision-making processes during a 1940 presidential election
campaign.
• The study revealed evidence suggesting that the flow of mass
communication is less direct than previously supposed.
• Although the ability of mass media to reach a large audience, and in
this case persuade individuals in one direction or another, had been a
topic of much research since the 1920's, it was not until the People's
Choice was published that society really began to understand the
dynamics of the media-audience relationship.
• The study revealed evidence suggesting that the flow of mass
communication is less direct than previously supposed.
• Although the ability of mass media to reach a large audience, and in
this case persuade individuals in one direction or another, had been a
topic of much research since the 1920's, it was not until the People's
Choice was published that society really began to understand the
dynamics of the media-audience relationship.
• The study suggested that communication from the mass media first
reaches "opinion leaders" who filter the information they gather to
their associates, with whom they are influential.
• What did previous theories suggest?
• Previous theories assumed that media directly reached the target of
the information. For the theorists, the opinion leader theory proved
an interesting discovery considering the relationship between media
and its target was not the focus of the research, but instead a small
aspect of the study.
Essentially what Lazarsfeld
discovered is that many voters
regard family members and close
personal friends, and not the mass
media, as major influences in the
decision making process.
These people of influence, who pass on
information received in the media to
other people in society, were coined
„opinion leaders‟.
•Tended to be found at all levels of
society
•Were much like the people they led
•Usually had a little more of
education, money, status than follower
•Knew more than others in the group
•Often had a strategic location where
they met lots of people
Mass Media

Opinion leaders Individuals in social contact with opinion leader


Do you think this
model is slightly
misleading?

Why?
The model is often presented graphically as shown on the last slide.
In fact, that is somewhat misleading as it suggests that mass media
messages flow first to opinion leaders and from them to the rest.

Obviously, that's not the case, since you and I can both receive
messages directly. The point is that the messages we receive are then
modified through the pattern of our social contacts.

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If opinion leaders were able to have
this effect on peoples‟ decision, what
do you think their characteristics
were?
This early research was later developed by Katz and Lazarsfeld and
presented in their book Personal Influence (1955).

A number of significant conclusions follow from their research:


Our responses to media messages will be mediated through our
social relationships. The effects of media messages being sharply
limited by interpersonal relationships and group membership.
It is misleading to think of receivers as members of a 'mass
audience' since that implies that they are all equal in their reception
of media messages, whereas in fact some play a more active role than
others.
Receiving a message does not imply responding to it; nor does non-
reception imply non-response (since we may still receive the message
via interpersonal communication).

There are some people amongst the media audience who act as
opinion leaders (typically such people use the mass media more than
the average) mix more than the average across social classes and see
The term „personal influence‟ was coined to refer to the process
intervening between the media‟s direct message and the audience‟s
ultimate reaction to that message.
Opinion leaders are quite influential in getting people to change their
attitudes and behaviours and are quite similar to those they
influence.
The Two-Step Flow Theory has improved our understanding of how
the mass media influence decision making.
The theory refined the ability to predict the influence of media
messages on audience behaviour, and it helped explain why certain
media campaigns may have failed to alter audience attitudes and
behaviour

Strength
The model examines the way that personal relationships may help to
mediate messages from the media

Weakness
It doesn‟t explain why opinion leaders should be active
Unit 2
Public Relations & Marketing Practices

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The Marketing Mix: The Four P‟s
• Set of controllable, tactical marketing tools
• Blended to produce the desired response in the target market
Integrated marketing communications:
• Coordinating/integrating to deliver a clear, consistent, and compelling
message on all communication channels

Changing Media Environment


• Mass marketing has become segmented marketing
• Improvements in information technology
• Media fragmentation

Need for integration:


• Consumers do not differentiate the source of the message
• Conflicting messages confuse the customer
• Integration produces a consistent message which leads to stronger
brand identity
Marketing Communications/Promotion Mix
The marketing communications mix: the specific mix of promotional
tools used to pursue marketing objectives
• Advertising: Any paid form of non-personal presentation and
promotion of ideas, goods, or services by an identified sponsor.
• Personal selling: Personal presentation by the firm's sales force for
the purpose of making sales and building customer relationships.
• Sales promotion: Short-term incentives to encourage the purchase
or sale of a product or service.
• Public relations: Building good relations with the company's
various publics by obtaining favorable publicity, building up a
good corporate image, and handling or heading off unfavorable
rumors, stories, and events.
• Direct marketing: Direct connections with carefully targeted
individual consumers to both obtain an immediate response and
cultivate lasting customer relationships—the use of telephone,
mail, fax, e-mail, the Internet, and other tools to communicate
directly with specific consumers.
Difference Between Marketing & PR
• Seems similar the difficulty often arises in articulating how each role contributes to
business success.
 Activities / tactics: Marketing generally covers activities which seeks to return
direct sales; whereas PR is focused on reputation management.
 Target audiences: Marketing aims to reach current and potential customers,
whereas public relations is all about maintaining positive relationships with anyone
who has an interest in the organization
 Two separate goals: Marketing activities are trying to achieve direct revenue,
while PR is trying to drive a positive reputation through effective PR strategy.
 Legitimacy of messages: Messages delivered through PR channels are
subconsciously regarded by consumers as more legitimate than those presented
through marketing tactics.
 Business ROI: Marketing is generally– paid branding and promotional activities
with new customers being the ROI. Whereas PR is classified as free exposure for
increasing credibility around a company‘s image.
 Longevity: Marketing is a relatively short term activity(seeks to drive instant,
tangible sales success) , whereas PR reaps its benefits over a longer period of time
(viewed as a long term investment that a company would recognize for future
achievements).
Difference Between Ads & Publicity
• Both are channels of mass communication.
 Advertising is paid for, publicity is free.
 advertising the sponsor generated whereas publicity that is often
market generated.
 With advertising the sponsor controls every word, where to go and
how much whereas publicity there is no control of words or
distribution or the amount.
 Advertising often carries positive messages whereas publicity is
carries both handled through PR.
 Ads are often creative and publicity is buzz.

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Defining Ethics
• ―The field of ethics, also called moral philosophy,
involves systematizing, defending, and recommending
concepts of right and wrong behavior‖
• Definitions of ethics normally have in common the
elements of requiring some form of systematic analysis,
distinguishing right from wrong, and determining the
nature of what should be valued.
• In the public relations discipline, ethics includes values
such as honesty, openness, loyalty, fair-mindedness,
respect, integrity, and forthright communication.
• This definition of public relations ethics goes far beyond
the olden days of ―flacking for space‖ or spinning some
persuasive message, but this view is not shared by
everyone.
• Are these critiques justified and warranted? Adding fuel to the fire are the
actions of some public relations firms themselves. One of the most notable
headlines was the representation of ―Citizens for a Free Kuwait‖ by well-
known public relations firm Hill and Knowlton, who created false
testimony delivered to the Congressional Human Rights Caucus.
• News broke later that the Kuwaiti government sponsored this front group in
order to convince the US to enter the 1992 Gulf War. Critics (Stauber &
Rampton, 1995) charge that Hill and Knowlton was successful in this effort
because of its disregard for ethics. In the wake of this controversy, one Hill
& Knowlton executive notoriously reminded staff: ―We‘d represent Satan if
he paid‖
• Amid the scandal caused by the lack of honest and open communication
during numerous corporate crises, such as Enron (Bowen & Heath, 2005),
and the ethical blunders of public relations firms themselves, public relations
faces an identity crisis. Is ethical public relations even possible? Are public
relations professionals really ―the ‗invisible men‘ who control our political
debates and public opinion, twisting reality and protecting the powerful from
scrutiny‖ as charged by P.R. Watch
Evolution of Public Relations Ethics
• In the US, early public relations practices introduced many ethical concerns
because the press agentry (J. E. Grunig & Hunt, 1984) approach prevalent then
emphasized hyperbole, sensationalism, and often lacked truth. The so-called ―father
of public relations,‖ Edward Bernays, called this time period of 1850-1905 ―the
public be damned era‖ (Cutlip et al., 2006). Press agents were concerned with
generating publicity at almost any cost, and this approach engendered the unethical
reputation of modern-day public relations.
• Ethics as a consideration entered the development of modern practice in about
1906, with prominent practitioner Ivy Lee‟s declaration of principles. His
declaration moved the practice into ―the public be informed” era with his
emphasis on telling the truth and providing accurate information.
• One of the earliest public relations executives John W. Hill comprehension of the
interaction between ethics, issues management, and ―far-reaching effects of
corporate policy‖. John W. Hill was a progenitor of what scholars called public
relations as the ―corporate conscience‖, the role of acting as an ethical counsel to
management
• As the civil unrest of the 1960s called both government and businesses to a higher
level of accountability, their communication functions responded with the creation
of more open, ethical, and socially responsible forms of public relations
• The function of issues management (Chase, 1976) began to advise executives on
ethically responsible policy decisions, and symmetrical public relations (J. E.
Grunig & Hunt, 1984) began to incorporate the desires of publics for more fair
and balanced decision making.
• Although research (Bivins, 1989; Pratt & Rentner, 1989) showed that scant attention
was given to ethics in major public relations textbooks before this time, the last
decade has shown an improvement. This interest in teaching and discussing public
relations ethics is good news, especially for new practitioners so that they do not
inadvertently limit their prospects for promotion. As newer data (discussed below)
reveals, job promotion options may be constrained for practitioners who do not know
ethics or feel prepared to advise on ethical dilemmas.
• Despite the strides made in modern public relations toward becoming ethical
advisors in management, the field holds ―a tarnished history‖ in the words of one
scholar (Parsons, 2004, p. 5). Like any young profession, the historical development
of public relations shows a progression toward more self-aware and ethical models
of communication.
• By reviewing this development, the historically negative reputation of public
relations, as well as its potential for encouraging ethical communication, we can see
the maturation of the profession from one engaged in simple dissemination of
information to one involved in the creation of ethical communication.
Professional Associations and Ethics
• Each organization has codes of conduct.
• Primary PR associations are
– Public Relations Society of America (PRSA),
– International Association of Business
Communicators (IABC)
– Chartered Institute of Public Relations (CIPR)
– Global Alliance

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An Example: PRSA
• Public Relations Society of America.
• List of ―professional values‖ for the Code include
– advocacy (providing a voice)
– honesty (accuracy and truth)
– expertise (applying specialized knowledge)
– independence (objective counsel and accountability for
actions)
– loyalty (to clients and the public interest)
– fairness (in dealing with clients, competitors, the media,
and the general public; demonstrating respect for all
opinions and supporting the right of free expression) (PRSA
Member Code of Ethics, 2000, pp. 1-2).
Model for Ethical Decision Making
1. Identify that an ethical dilemma may exist.
2. Examine potential courses of action by applying
ethical perspectives.
3. Assess possible short-term and long-term
consequences of pursuing the course of action.
4. Determine and enact the most appropriate course
of action.
5. Assess the extent to which desired goals were
achieved.
Unit 3:

Public Relations Planning

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Public Relations functions
• Press relations or press agency: Creating and placing
newsworthy information in the news media to attract
attention to a person, product, or service.
• Product publicity: Publicizing specific products.
• Public affairs: Building and maintaining national or local
community relationships.
• Lobbying: Building and maintaining relationships with
legislators and government officials to influence legislation
and regulation.
• Investor relations: Maintaining relationships with
shareholders and others in the financial community.
• Development: Working with donors or members of
nonprofit organizations to gain financial or volunteer
support.
Major Public Relations Tools
• Public relations uses several tools.
• News. find or create favorable news about the company/products/
people. Sometimes occur naturally; sometimes through events/activities.
• Speeches executives must field questions from the media or give talks at
trade associations or sales meetings, and these events can either build or
hurt the company‘s image.
• Special events, ranging from news conferences, press tours, grand
openings, and fireworks displays to laser light shows, hot air balloon
releases, multimedia presentations, or educational programs designed to
reach and interest target publics.
• Written materials to reach and influence their target markets (materials
include annual reports, brochures, articles, and company newsletters and
magazines.)
• Audiovisual materials, such as slide-and-sound programs, DVDs, and
online videos are being used increasingly as communication tools.
• Corporate identity materials can also help create a
corporate identity that the public immediately recognizes.
Logos, stationery, brochures, signs, business forms,
business cards, buildings, uniforms, and company cars
and trucks—all become marketing tools when they are
attractive, distinctive, and memorable.
• Public service activities.by contributing money and time
to can improve public goodwill
• The Web is also an increasingly important PR channel.
Web sites, blogs, and social networks such as YouTube,
Facebook, and Twitter are providing interesting new ways
to reach more people.
Developing Public Relations Plan
• This process is primarily composed of four steps: using research to
define the problem or situation, developing objectives and strategies that
address the situation, implementing the strategies, and then measuring
the results of the public relations efforts. RACE (research, action
planning, communication, evaluation) or ROPE (research, objectives,
programming, evaluation),
1. Use research to analyze the situation (problem or opportunity) facing the
organization and to accurately define in such a way that the PR efforts can
successfully address the cause of the issue, not just its symptoms.
2. Develop a strategic action plan that addresses the issue includes having
an overall goal, measurable objectives, clearly identified publics, targeted
strategies, and effective tactics.
3. Execute the plan with communication tools and tasks that contribute to
reaching the objectives.
4. Measure whether you were successful in meeting the goals using
evaluation tools.
Defining PR Problem/Opportunity and Issues
• Step 1: Formative Research to Analyze the Situation
• The first step in the process is analyzing the problem or opportunity.
This involves research, either formal or informal, to gather information
that best describes what is going on.
• Research used to understand the situation and help formulate strategies
is called formative research.
• research ―is the systematic gathering of information to describe and
understand situations and check out assumptions about publics and
public relations consequences.‖Cutlip, Center, and Broom (2006).
• Much of this information may already exist and may have been
collected by other agencies. Research that has previously been
conducted is called secondary research.
Action Planning
Step 2. Set the Goals and Objective
• be focused on resolving or capitalizing on the situation identified in the
problem/opportunity statement.
• begins by flipping the problem/ opportunity statement into a goal and
suggest that the public will do something you want them to do.
• Because publics cannot actually be controlled, it might blame
organization for failure.
• Instead, focus should be on what can be done to achieve the goal, such as
act accordingly and communicate that gets the endorsement of publics.
• The goal provides the direction for the strategic plan and objectives
provide the direction of specific and measurable outcomes necessary.
• A good objective meets the following criteria: it should be an end and
not a means to the end; it should be measurable; it should have a time
frame; and it should identify the public for the intended outcome.
Criteria for good objectives
• It should be an end and not a means to the end;. An objective should be an outcome
that contributes to the goal. There are three possible outcomes for these objectives:
 cognitive (awareness, understanding, remembering),
 attitudinal (create attitudes, reinforce positive attitudes, change negative attitudes),
and
 behavior (create behaviors, reinforce positive behaviors, change negative behaviors).
There is a hierarchy three different levels of objectives: outputs, outtakes, and outcomes
 Output Objectives). which are the means to an end, include the communication
efforts to reach the objectives and are actually strategies and not objectives.
 Outtake objectives are focused on increasing awareness, understanding, and retention
of the key message points. It is far more important to know that the audience received
the message than whether it was sent out..
 Outcome objectives are perhaps the most important, but also the most difficult to
achieve. There is a diffusion process that occurs with adoption of this behavior
The objectives should advance overall business goals such as increase sales, increase
share values, retain employees, improve social responsibility, or reduce litigation. They
should also be written within the parameters of possible public relations outcomes.
Criteria for good objectives Contd….
• Measureable. Objectives also help hold public relations professionals
accountable for their efforts. Public relations should engage only in
strategies and tactics that actually contribute to larger organizational
goals. Measurable objectives often require a comparative number. An
objective cannot be set if the current level of awareness is unknown. This
is why formative research is needed to establish benchmarks. If no such
benchmark exists, then it is customary to establish a desired level. The
problem with this is that you do not know how close you are to that figure
before the campaign. This might be an easy objective to achieve if your
level is already at or above or a very difficult one if your level is low.
• Time frame. When will the objective be met? If there is no time frame
specified, then it cannot be accountable.
• Identify the public. It is a good idea to identify overall objectives before
tying them to a public. This helps to think about which publics are
connected to the objective. However, to make an objective truly
measurable it must identify a public, because different publics will be at
Step3: Segment Audiences
• All groups within publics should be differentiated based on common
characteristics such as demographics, geographic, or psychographics.
 Demographics include variables such as gender, income, level of
education, and ethnicity.
 Geographics describe your public by their location.
 Psychographics segment your audience based on their values and
lifestyles.
It is important to segment your key publics because it will help you identify
their self-interests.

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Step4: Tie Strategy to Objective
• Too often public relations programs have been primarily tactical and
have skipped the strategic step of creating objectives. Public relations
professionals are doers and often want to get to the action first.
• However, too many tactics have been executed because of tradition (―We
always send out press releases‖) than because of strategy.
• What makes public relations strategic is having the action tied to the real
needs of the organization. But if a strategy cannot be tied to an essential
outcome, then it should not be executed.
Step 5:Create Communication Based on Self-Interests
• People pay more attention to communications that are tied to their
values, needs, and goals.
• Knowing the demographic, geographic, and/or psychographic
differences of key publics, you can create a message that connects
them to your program.
• Once the self-interests have been identified, a primary message can
be created that will give direction to the communication efforts.
These can become slogans if they are clever and effective enough.
• Step5: Choose Communication Channels
• The last element in the strategy is identifying the channel or medium
through which you can reach target publics.
• The channels can be mass media, or other mediated channels such as e-
mail, blogs, or Twitter or can also be town hall meetings, mediated slide
shows, and face-to-face (interpersonal) communication Or group of
people, usually opinion leaders, such as teachers, scientists, doctors, or
other experts.
• Usually the target audience is reached through multiple points of contact
to reinforce the message. Often, there are several strategies for each
public and for each objective.
• The most creative element in the strategic planning stage is the tactic.
Tactics are the specific communication tools and tasks that are used to
execute the strategy. A cardinal rule is to always evaluate your tactics
within established strategies and objectives.
Communication Implementation
• The best public relations programs include both communication and
action. Sometimes an organization needs to act, or react, before it can
communicate.
• Organizations should not only expect stakeholders to behave in ways
that benefit the organization; sometimes the organization needs to
change its actions and behaviors to improve these critical
relationships.
• Two additional components to the public relations process usually are
developed during the communication and action stage: the planning
calendar and the budget.
• Once the tactics have been determined it is best to plan the
development and execution of the tactics using a calendaring tool
such as a Gantt chart.
• A Gantt chart is a horizontal flow chart that provides a graphic
illustration of when tasks should begin and end in comparison to all
Evaluation
• four concerns should be addressed when evaluating the effectiveness of a
public relations campaign:
 Define your benchmark.
The benchmark compares your current situation to your past. Paine also
recommends comparing the data gathered to other organizations, such as key
competitors. Comparative analysis makes the data much more relevant.
 Select a measurement tool.
• Based on this evaluation, the tools that will best help measure against stated
criteria are selected. Generally, the same tools that helped establish the
benchmark data are used. Probably the most popular evaluation tools used in
public relations measure the output objectives. There are several ways to
measure the effectiveness of communication output, but some are better than
others.

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• One of the earliest methods was clip counting. A clip is an article,
broadcast story, or online message that mentions the company or product.
You can either hire a clipping service or collect your own clips. At the end
of a predetermined period, the number of clips obtained is examined. This
measure is the most simple and convenient way to measure output and is
one way to monitor media coverage. It is also the least informative because
you do not know what the clips mean.
• Many public relations measurement services will analyze media coverage
to evaluate the percentage of articles that contain program key messages10,
the prominence of the message (for a press release, whether it was printed
on page 1 versus page 16; in a broadcast, how much time was allocated to
the story and where it appears in the program), the tone of the message
(positive, neutral, negative), and how the media efforts compare with key
competitors (share of voice).
• However, to know if these communications actually affected people‘s
awareness, understanding, attitudes, or behaviors, primary research such as
surveys needs to be conducted.
• Evaluation and measurement should not take place only at the end of
your efforts. You should be monitoring the media constantly to
determine whether your message is available for people to see (what
advertisers call ―reach,‖ public relations professionals call
―opportunities-to-see11,‖ or OTS). If the media strategy is not
working, course corrections in the middle of the program are required,
not after the program has been completed.
• Although sophisticated measures of communication output have been
developed over the years, it is still more critical to consider the outtake
and outcomes of those messages. Getting the communication into
various channels, be they traditional or new media, is only the means
to the end of affecting attitudes, opinions, and behaviors. The
outcomes need to be measured in order to tie back to organizational
goals and purposes.
• To measure attitudes and opinions, the most popular tool
remains the survey. Public opinion polls and attitude
surveys can be conducted and compared to benchmarks to
determine whether the messages and behaviors of an
organization have had the intended effect. Intentions to
behave and preferences for purchasing can also be
measured through surveys, providing some figures on
people‘s inclinations.
• Behaviors can also be measured against benchmarks.
Often the connection between communication strategy
and behavioral changes could be due to other variables, so
it is important to isolate and track the impact of the public
relations efforts in order to evaluate whether they are the
driving force in the change.
 Analyze data, draw actionable conclusions, and make
recommendations.
 Make changes and measure again.
Unit 4

Public Relation Campaigns

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Introduction
• The specific tactics to be used in a PR campaign will be
decided by the nature of the campaign and the target
audience.
• A modern campaign has more tactical option available
than ever before
• This is one of the challenges facing PR campaigns aimed
at TA.
• No number of worthy, well written articles in newspapers
will have impact if target audience never picks up the
channels in which it appears.
• The channels of communication have to be appropriate to
target audience and sometimes this means thinking
creatively.
• All organizations, must learn how to effectively communicate who they are, their
objectives, functions, and activities. Whether it is intended or not, the general public
will form an opinion about an organization based on what it says or even what it
does not say.
• An organization must therefore think about what it wants to communicate to the
public and take the necessary steps to transmit that message effectively. Creating
the right image organizations is crucial to being successful in influencing and in
communicating a positive image of organization.
• a communications plan: a document that maps out how the organization will share
information related to its work,
.An effective communications plan addresses the following points:
• What is your organization‘s philosophy/mission?
• What kind of message do you wish to transmit?
• What limitations do you have?
• What actions can you take to achieve your communications goals while taking your
limitations into account?
• Using the media to communicate with the public is often part of the communications
strategy. Building a relationship with the media and from understanding the ways in
which the media can help them meet their communications goals.
Media Relations
- The media relations sub-function is likely the most visible portion of public
relations that an organization conducts because it deals directly with
external media.
- The media relations sub-function is a largely technical function, meaning it
is based on the technical skill of producing public relations materials, or
outputs.
- Outputs are often related to tactics, and examples of tactics include news
releases, podcasts, brochures, video news releases for the broadcast media,
direct mail pieces, photographs, Web sites, press kits, and social media
(digital media).
- ―media relations is the systematic, planned, purposeful and mutually
beneficial relationship between a public relations practitioner and a mass
media journalist.‖
- Its goal is to establish trust, understanding and respect between the two
groups.
- A media relations person deals with writers, editors, producers and
photographers – not with newspapers, television stations,radio microphones
and Web sites
Types of Media
―Media‖ is a generic term that includes print media(newspapers and
magazines) and electronic media (TV, radio, and the Internet).
Certain types of media will be more relevant for a particular story
than others.
• Print media: Print media is ideal for comprehensive, thought
provoking information and useful for conveying long-lasting
information (i.e. things that will still be true in a week or two).
 Newspapers : are effective in increasing awareness of the
organization and its activities within a specific geographical area.
 Magazines: Magazines are usually focused on a more specific
target audience but they have a much longer lead time so it is
important to take into account the sort of news you are going to
spread. Magazines are better suited for more in-depth coverage
than newspapers.
 Others :Other types of print media like flyers or brochures can
Types of Media Contd…
• Electronic media: is immediate so timing is critical and deadlines are even
tighter. This type of media favors brief and specific stories and is ideal for
transmitting impact information: overall data, specific figures, and brief
testimonials.
 Television : Television stations may be interested in stories that have a strong
visual element, but it can be expensive.in producing and air-time is very
expensive. There are other options to consider, though, including:
 Public service announcements (PSAs): Phone each station and ask about the
formats and deadlines for PSAs. When writing a PSA, briefness is the goal. Stick
to the facts and make sure you include the name and address of the organization as
well as the person in charge of handling media relations.
 News coverage: news coverage can be difficult to obtain, but a well-written press
release will sometimes get their interest.
 Local programs/interview shows: Talk shows and newsmagazine shows cover a
wide range of human interest stories. They use in-studio interviews as well as on-
location shoots.
 Community television programming: Although the community television
audience is smaller than that of a larger network, community TV is the best bet for
in-depth television exposure.
Types of Media Contd…
 Radio: offers the public a fast, effortless way of getting
information. It is a popular medium and one to take advantage of.
Local stations are often looking for local news. Radio provides
numerous publicity opportunities: PSAs, newscasts, current
affairs programs, interview programs, and open-line shows where
listeners can call in and share information and opinions.
 Internet: In today‘s electronic age, is an increasingly important
way to communicate 24/7 with the public. It is often the first
place people will look when searching for information about an
issue or organization. Therefore, it is very important that
organizations maintain easy-to-navigate and updated websites
about their organizations and work. In addition, the internet offers
a variety of other tools that reach a broad and international
audience, which should not be overlooked. These include online
journals, publications, news-alerts, on-line press release services,
blogs, and social media websites (such as Facebook or MySpace),
amongst others.
Importance Of Media Relation
- why media relations benefit the public relations practitioner is twofold.
• First, it is in fact a good way to reach a large, or general audience.
Public relations practitioners might want to reach a large audience for
a variety of reasons, including to increase awareness, create a positive
reputation, disseminate point-of-view messages, or to create ―buzz‖
about their organization.
• The second purpose of media relations is that the news media serve as
a ―credible third party‖ for public relations practitioners.

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Building Media Relations
• Whenever possible, inform and update the media with interesting
and positive stories. The media can enable to communicate with a
wide audience including potential funders, policy makers, and the
general public.
• The image the public has of an organization is often shaped, at least
in part, by the publicity provided by the media. Regular media
coverage enhances the organization‘s position as the lead
spokesperson on related issues and creates an opportunity to position
themselves as positive and active participants
• Organizations can use the media proactively to help build their
public image and reputation.
• Creating positive dialogue about your organization through the
media is a lot cheaper than advertising. The best strategy is to make
the media your ally.
Build a list of media contacts
 have a database with whom you are creating professional
relationships, should include information such as the type, they work
in, their audience, their contact information, etc. can also add notes on
the conversations or communications you have on an ongoing basis.
 Pay attention to local and national media outlets and Take note of the
correspondents, editors, and hosts who write or talk about health,
news, and consumer issues, can also call local media outlets to ask for
these names. Identify the features editor of newspapers and/or
magazines and the program directors, researchers, and hosts of local
TV and radio networks.
 The sales office of print publications can usually provide you with
information on their circulation and readership profile.
 phone all your local newspapers to find out when their copy deadlines
are..
 Record all this information in your database as well.
Establish and maintain relationships
• There is nothing ―magic‖ about the media.
• They are a business like any other, with tight deadlines to respect,
financial constraints, hierarchy, fierce competition, and a
sophisticated audience.
• Once you have identified key media contacts, contact the ones you
are most likely to regularly inform about the organization‘s activities.
• One way to get to know journalists is by taking them out for lunch.
• This is an opportunity to discuss fit between to their publication or
future stories, but be extremely well prepared.
• Run through the possible questions you will be asked and think of the
best ways to ―sell‖ your story.
• It is essential to maintain cordial, productive, and ongoing
relationships with journalists working in all types of media without
discriminating against anyone based on their political ideology or
bias.
• Make sure that your media contacts can depend on you to provide them
with clear, timely, and accurate information about your organization and
its activities.
• Doing so on a regular basis will help you establish a relationship of trust,
which is in everyone‘s best interest.
• The more relevant information there is on an organization and the clearer,
faster, and more accurately that information is communicated, the better
the results will be.
• Look at establishing a relationship with the media as a goal in itself and
not just as a means to an end.
• Journalists do not like to be ―used‖ only when an organization needs
them. They are much more likely to respond to requests if they know that
you are always available to provide them with the information they need.
• Even if they do not have a specific staff member dedicated to
communications and media relations, all the organizations should: have a
key contact person that can establish or already has established a
relationship with the media, and that can provide accurate, quick, and
honest information about the organization in particular;
tips that PR practitioners must keep in mind
• knowing deadlines for all media that normally cover
your organization,
• there may be special requirements for your organization
• learning to become a ―reporter‘s reporter‖
• take advantage of technology, such as e-mail and Web
sites,
• matching your work schedule to that of the journalists,
• use of internal media
• And finally, it is important to remember your
organization‘s employees – that they are your best
ambassadors, and your commitment to effective media
relations should not replace your obligation to the
employees of your organization.
• there is no definitive way of practicing media relations, in fact, it
would be easier to say that there is only a list of what should not be
done in practicing media relations
 don‘t sweat skepticism (journalists aren‘t paid to ask easy questions),
 don‘t ―buy‖ journalists (bribes are unethical on both sides),
 don‘t expect news agreement,
 don‘t have an attitude with reporters (finally they decide what to
print),
 don‘t lie,
 don‘t ―harass‖ the journalist about your ―news,‖
 don‘t send clips of other stories about your client,
 don‘t bluff (admitting you don‘t know the answer but then reassuring
the journalist you will find out the answer more respect),

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 don‘t go ―off the record‖ (if you don‘t want to see
something on the news, don‘t say it),
 don‘t make promises you can‘t keep,
 don‘t play favorites (you may have only a few
journalists who are your primary targets but you don‘t
want to alienate others),
 don‘t assume that the journalist is ―out to get you (treat
all questions from journalists with equal respect),
 don‘t assume the journalist will use every word you
say (only a few words might make, so choose your
words carefully),
 don‘t let the journalist dominate the conversation (ask
for clarification if you don‘t understand the question),
 don‘t say ―no comment‖ (it sounds guilty).
Communicating with the Media
• Media requests
• Occasionally, a journalist may come knocking on your door asking
for specific information for an article or special report. Organizations
that do not have a person dedicated exclusively to communications
or media relations may find it difficult to supply the required
information in a clear and timely fashion.
• To avoid this problem, organizations should always have some basic
information— statistics, the main goals and challenges of the
organization, its activities and services—already prepared.
• Having this information on hand, and having a person dedicated to
acting as the organization‘s spokesperson, can help provide the quick
responses that journalists need. What journalists like most is to be
provided with fast and accurate information, and the assurance that
they can count on you in the future.
Selling your story
• The best way to interest the media in your story is to make it
―newsworthy‖. News is any information that is interesting or unusual.
Before deciding to involve the media in a particular aspect of the
organization‘s work, ask yourself if the story:
 builds awareness of the organization,
 creates a need or increased desire to support the organization, its
members, and the services it offers;
 has a local angle;
 passes the ―interest test‖. Ask yourself and your colleagues if the
story qualifies as news to the media outlet you are targeting.
• Once you have identified a good story, you need to share it with the
media in a way that will grab their attention.
 In order to get the media interested, you will need to ―sell‖ your
information to journalists so they can turn it into news. Some stories that
the media are usually relatively willing to publish include:
 Opening of new facilities
 Signing of agreements
 National or local prizes
 Appointments of officers, special committees, etc.
 Assemblies, conventions, symposiums, events
 Anniversaries, celebration,etc.
 Presentation of new projects or corporate reports
 Training activities
 The organization‘s point of view on new laws or regulations
 Technical reports, bids, diagnoses
 Educational campaigns
 Presentation of studies, surveys, probes
 Tributes or awards to persons or institutions
• You must show journalists the importance, scope, and positive impact of the
organization and the specific message you are sharing. Before making the
first contact, evaluate what the media are interested in and what the best way
of presenting the information will be. Express the information clearly, with
excellent grammar, and correct spelling. Ask yourself:
1. What should be said?
• Think carefully about the message that you want to send, starting from the
premise that what might seem interesting to you may not be interesting to
the audience you are going to address.
2. Who should say it?
• Identify a spokesperson or spokespersons who will give the message a voice
and a face. It is important to prepare this person well so he/she is clear on
what should and should not be said and how it should be said.
3. Who do you want to reach?
• The message should be addressed to those audiences you feel would be most
interested or affected by what you have to say. Then adapt the language of
your message to make sure that it is understandable to that audience.
4. Through what media?
• Select the type of media that will best suit your message, intended recipients,
and the response you expect (see ―Types of Media‖ on page 1).
Media Relation Tools
• There are many ways to present your information to the media. The
choice depends on a combination of factors, including the nature of
the information you want to transmit, your target audience, and the
media you intend to use.
• Press releases
• Press conferences
• Press kits
• Interviews / panel discussions
• Articles and reports
• Website

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Press releases
• Press releases are the most common and among the easiest ways for
organizations to get the information they feel is important to the
media.
• Writing a press release
• Before writing a press release, you have to be clear on what the news
actually is. What is interesting from the audience‘s perspective and
make the information attractive by emphasizing something new or
out of the ordinary. Using a real person with a name and face is a
good way to make the information you are presenting meaningful to
your audience.
• The general public likes human interest stories and media themselves
will ask for an interview with a person they can tell the story through.
• Gather the necessary facts and decide how to present them clearly
and concisely. The press release must answer what are known as the
five ―Ws‖: Who? What? When? Where? Why? Sometimes, How?
• There are several elements to a successful press release:
• Title/headline: stick to the facts, should be short and catchy, should express the
essence of the story.
• Date: the date of issue in the top right corner of the first page; date when the press
release can be used (i.e. published) in the left hand corner. If used on the day of
issue include the words ―FOR IMMEDIATE RELEASE‖ in the left hand corner.
The exception is if you want to send the information to the media in advance so the
journalist can prepare and make arrangements in this case, you would write:
―EMBARGO: NOT FOR PUBLICATION UNTIL [INSERT DATE AND TIME]‖.
• Lead: the first paragraph of the release, serves to emphasize the most significant
aspects of the news item (the ―who‖ and ―what‖), which will then be developed in
the body of the release. A good lead grabs the reader‘s attention. may be the only
paragraph.
• Body of the news item: answers other questions (the ―how‖, ―when‖, ―where‖,
and ―why‖). Use short sentences and cut out any unnecessary adjectives, maximum
of 200-300 words for the entire press release. if he/she is interested always ask for
more information. If you want, you can also include background information on
either the organization itself or on the specific project the release is about.
• Contact name: At the end of the release, list the name, job title, business address,
and telephone number of the person or persons issuing the release so that journalists
can contact them for more information.
• Distribution and follow-up: Once you have written and reviewed your press
release, you will want to distribute it to all the appropriate media contacts.
 Send your release to actual people—not just titles. This means that your media list
needs to be kept up to date.
 Provide the media with enough advance opportunity to use your release, particularly
if it is announcing an event that has yet to happen.
 Make sure that the person listed as the contact at the end of the press release is
available for follow-up calls.
 Respond promptly to inquiries - within the hour. Get a knowledgeable backup
person to respond if the primary contact person is called away.
 Distribute a general release to as many contacts as you can. Do not play favorites
with the media—distribute your release so that everyone receives it at the same time.
 If you have people who are available for interviews to support the story, with ―note
to the editor‖. Do not force the editors or reporters to guess.
 Do not lecture or blame reporters or editors for not running your story.
 If there is a substantial mistake in the way your story was reported, let the media
know in a respectful and courteous manner.
 Understand what it means for you or other members of your organization to speak
with the media, either on the phone or in person. Do not say anything ―off the
record‖ unless you have a very long-standing and trusting relationship. If you do not
Press conferences
When information is especially innovative and important or it involves other
institutions, you can call a press conference. When planning a press conference
or visit:
• send out a press announcement a week in advance informing journalists of
the event. This is similar to a press release and should answer the ―five Ws‖.
Inform the press if any VIPs or government officials will be attending;
• follow up the press announcement with a phone call two days before the
event to see if the journalist will be attending;
• ensure that all journalists who are attending the event know the date, time,
and where to go. Provide a timetable of events for the visit so that they know
what to expect and, if necessary, include maps that clearly illustrate the
location;
• make sure that someone from the organization is available for an interview at
the end of the press conference. If the event is to be attended by a radio or TV
journalist, make sure a quiet room is available for conducting interviews;
• fully brief all members of the organization who will
be present during the press conference;
• carefully plan who is going to speak and what each
person is going to say during the press conference;
• prepare a report or press kit (see next slide) for each
of the journalists that will be attending, these can be
sent out to journalists who did not attend;
• after the press conference is over (later in the day or
a day or two later), follow up with the journalists who
were there to make sure they have all the information
\they need and to politely ask if and how they are
going to report on what was presented.
Press kits
• Press kits are informational packages that contain more information
than a press release, which you can give to the media at a press
conference or any other event.
• A press kit should include precise data such as statistics, comparative
graphs, photographs, etc.
• Information should be well-structured to capture the reader‘s
attention and it should be as visual as possible.
• Avoid long sentences and highly technical language as much as
possible.
• This will help you be prepared to respond to media inquiries.
Interviews / panel discussions
• Occasionally, a reporter may contact the organization to comment on a story s/he is
working on, or may request an interview in response to a press release you sent out
or a conference you organized. If you are going to speak with the media, remember
the following.
1. Be prepared!: Always plan your message fits in with your organization‘s point of
view. Always check your facts before answering (proven by facts and figures).
2. Speak to your target audience. Before the interview, decide who it is you need to
get your message across to. An interview is an opportunity to get your message
across – make the most of it. Approach the situation as an opportunity to share your
positive message.
3. Stay in control. try to maintain control over the direction in which the questions are
going. Avoid distractions. Do not answer if you do not want to.
4. Relax at your peril. Do not relax or joke unless you do not mind seeing what you
say in print.
5. Give them what they need. Provide quotable phrases
6. Practice what you will say. Ask someone to help you practice for the interview, but
be prepared for surprises.
Articles and reports
• Given the large number of corporate or
organizational publications that exist, you may
have an opportunity to include an article or report
in a magazine, in the newsletter of another
organization similar to yours, or in the newsletter of
a company that has already collaborated on your
projects.
• Whenever possible, contact the people responsible
for these publications to offer them pre-prepared
materials(articles, news reports) or to ask whether
they would be interested in writing something
about your organization.
Newsletters
• Newsletters are useful to keep the organization‘s
internal and external audiences informed at the
same time.
• They are very useful public relations tools for
communicating corporate culture and involving
your stakeholders in the organization‘s mission.
• A newsletter is not the ideal tool to
communicate with the media. However, you
may use articles from your newsletter as a
source for potential news stories that can be
rewritten and circulated as press releases.
Website
• A website can have many uses. Its principle use is as an institutional
site where anyone can learn about the organization and its mission. It
can also be used:
• to attract donations and sponsorships or to recognize existing donors;
• to attract volunteers and collaborators;
• to establish and/or improve the reputation and the image of the
organization;
• to provide certain services to the organization‘s stakeholders;
• to sensitize and educate the public, particularly the more media-savvy
youth;
• to report to and mobilize the organization‘s members.
• It is important to define the purpose of the organization‘s website.
• In order for the website to be useful to the public, its content must be current,
relevant, concise, and useful for the target audience. Appropriate content may
include:
 Information on the benefits of membership and a membership application form
 A description of the organization‘s projects and/or services
 Answers to frequently asked questions
 Statistics
 Press releases and opinion articles
 Subscription to a news service
 Submission of online queries
• Nowadays, it is fundamental for organizations to take advantage of their websites to
interact with members and other stakeholders. To do so, the websites can incorporate
elements such as:
 Discussion forums/chat rooms
 Surveys
 Suggestion boxes
 Educational games (for example, a questionnaire that tests the user‘s knowledge
about …)
 Forms (donation, subscription, etc.)
 Blogs
• Electronic publications
Targeting the right people
• Before sending message or doing PR activity practitioner must be
aware of their audiences. If audiences is carefully not selected how
good the PR activity may be all the efforts goes in useless.
• Type of Audiences
 Primary: having the biggest effect on the organization
 Secondary: having some effect
 Marginal: having little impact
 Internal Audiences: usually part of organization structure(S&W)
 External Audiences: which have opportunities & threats
 Traditional: organization have long relationship
 Non-Traditional: Potential relationship
 Proponents: who supports
 Opponents: Opposes organizations' missions and goal
 Uncommitted: may be completely unaware about organisation
Segmentation And Targeting
• Segmentation: usally similar to marketing & advertising.
 Psychographics: Activity, Interest and Opinion.
 Demographic: Gender, age, education, occupation
 Geographic: based on location

 Targeting: to whom we are putting our efforts and activities


 Mass: 1 size fits all
 Segmented: different offering for different segment
 Concentrated: only concentrating on 1 large group
 Tailored: individual to individual.

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The Role of the Media
- Hypodermic – needle theory assuming powerful;
media effects on attitudes and behavior
- Agenda Setting Theory assuming that there is a
strong relationship between the amount of space
given to different issues in the media and the
importance people think those issues have.
Media roles and responsibilities
• It is important that media releases are sent to the correct contact. The
list of media job titles below gives some examples of areas of
responsibility.
 Editor: responsible for overall content and style of program or
publication.
 News Editor: decides what areas will be covered.
 Letters Editor: takes letters for publication, usually covering stories
that have already had some coverage in the paper.
 Features Editor/ Program Producer: responsible for longer feature
articles.
 Forward Planning Desk: logs upcoming events.
 Correspondents: specialist writing (staff & freelance).
 Picture Editor: allocates photographers and selects pictures.
PR with Traditional Media (TM)
• Newspapers • Press releases

• Magazines • Press/ media kit

• Brochures • Trade shows

• TV • etc.

• Radio
Disadvantages of TM in PR
• Slow dissemination of
information • Limited Audience

• Less feedback (one way top- • Out-dated information


down communication)
• Time consuming (organizing
• Centralized / highly controlled events, etc.)

• Less transparent

• Expensive
PR & New Media
• ‗New Media‘ is a term that describes the emergence of
digital, computerised, interactive communication
technologies.
• i.e. Internet, Websites, Chat rooms, e-mail, Social media, etc.
• New media is a broad term in media studies that emerged in
the latter part of the 20th century
• It refers to on-demand access to content any time, anywhere,
on any digital device, as well as interactive user feedback,
creative participation and community formation around the
media content
• Interactivity is a key aspect of many new media tools
PR & New Media
• PR changed when Internet came into play
• More and more people getting online, NOW
• Having your online presence is important
• More than 70% of Internet population uses SM

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Social Media
• A subset of new media which encourages
interactivity via comments or conversation
• Social media are defined as ―any tool or
service that uses the Internet to facilitate
conversations‖
• Any online technology or practice that people
use to share content, opinions, insights,
experiences, perspectives and media
Social Media
• Facebook
• Twitter
• LinkedIn
• MySpace
• YouTube
• Flicker
• RSS
• Blogger
• & more…
Opportunities in Social Media
• Knowledge Sharing (i.e. blogs, Wikis)

• Life Sharing (i.e. YouTube, Flicker)

• Social Networking (i.e. Facebook, MySpace)

• Business Networking (i.e. LinkedIn)

• Community Building (i.e. Ning)


Where our stakeholders are?

• Consumers have SM presence

• Media & journalists have SM presence

• Companies have SM presence

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Advantages of Using SM for PR
• Expedite circulation of information
• Reaching broader audiences
• Enable to reach people directly
• Building connections with public
• Reach out and engage public in conversation
• Feedback possible
• Source for breaking news & stories
• Strengthen media relations
• Save company‘s money
• Easy access, update, and shared workload
• Reduces brokers & middlemen
Problems in Using SM for PR
• Lack of control
• Misuse
• Misunderstandings
• Selecting proper SM tool
• Managing different tools, networks &
platforms
• Never-ending task
• Not the only solution
When to apply SM4PR?

The social sweet spot: the intersection of your audience, your content and
your team’s strengths
PR Disasters (Crisis)

• PR disaster all comes down to an event(s) that creates lots of


negative stories and comments in newspapers, radio, TV and on the
Web, which are bad for the reputation

• PR disaster is much broader than a 'business disruption‗

• Individuals, companies, governments or countries can experience


PR disasters

• PR disasters can crop up from almost any facet (natural disasters,


business operations, legalities, rumours) of business or private life

• Especially, social media are tend to PR disasters


How to avoid SM related PR disasters?
• Be honest in your online communications and
activities

• Hire the right people to help you

• Create guidelines for your social media team

• Monitor your online reputation continually


Unit 5

Advertising Agency
and
Media

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Introduction
• The American Association of Advertising Agencies (AAM)
defines an advertising agency as an independent organization of
creative people and businesspeople who specialize in developing
and preparing marketing and advertising plans, advertisements,
and other promotional tools.
• The agency also purchases advertising space and time in various
media on behalf of different advertisers, or sellers (its clients), to
find customers for their goods and services.
Role of Advertising Agency
• Independent. isn't owned by the advertiser, the media, or the suppliers, so it
can bring an outside, objective viewpoint to the advertiser's.
• A combination of businesspeople and creative people, including
administrators, accountants, marketing executives, researchers, market and
media analysts, writers, and artists. They have day-to-day contact with
outside professional. The agency provides yet another service by
researching, negotiating, arranging, and contracting for commercial space
and time with the various media.
• Because of its media expertise, saves its clients time and money. Agencies
don't work for the media or the suppliers. Their moral, ethical, financial, and
legal obligation is to their clients.
• Today, almost all advertisers rely on an ad agency for expert, objective
counsel, and unique creative skills-to be the "guardian of their brands.
• Finally, a good agency serves its clients' needs because of its daily exposure
to a broad spectrum of marketing situations and problems both here and
abroad.
The Media of Advertising
• The medium that carries the advertiser's message is the vital
connection between the company that manufactures a product or
offers a service and the customer who may wish to buy it.
• Media commonly describes channels of mass communication such
as television, radio, newspapers, and magazines, it also refers to
other communications vehicles such as direct mail, out-of-home
media (transit, billboards, etc.), specialized media (aerial/blimps,
inflatables), specialty advertising items (imprinted coffee mugs,
balloons), and new communication technologies such as digital
media, interactive TV; and satellite networks.
• It's important to understand the various media, their role in the
advertising business, and the significance of current media trends.
• We classify advertising media into seven major categories: print,
electronic, digital interactive, social media, out-of home, direct
response, and other media. Due to recent media trends, there is some
overlap.
Print Media
• The term print media refers to any commercially published, printed
medium-such as newspapers and magazines-that sells advertising
space to a variety of advertisers.
• Magazines, on the other hand, have long been national, and some
periodicals, such as Elle, publish editions in many countries. For
over a decade, though, the trend has been toward localization and
specialization.
• Print media also include directories such as the Yellow Pages;
school or church newspapers and yearbooks; and programs used at
sporting events and theatrical performances.
Electronic Media
• The electronic media of radio and television used
to be called the broadcast media.
• But with the advent of cable TV; many programs
are now transmitted electronically through wires
rather than broadcast through the air.

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Digital Interactive Media
• Digital interactive and social media allow the audience to
participate actively and immediately.
• The Internet offers tiny companies with scant resources instant
access to customers worldwide.
• this presents a challenge to advertisers and agencies to learn
new forms of creativity. They have to deal with a whole new
environment for their ads. It's an environment where
customers may spend 20 minutes or more, not just 30 seconds,
and where advertising is a dialogue, not a monologue.
• Technology and competition for viewers have led to
tremendous audience fragmentation. Running a spot on
network TV used to cover the majority of a market.
• Now ad budgets must be bigger to encompass many media.
Wherever elusive customers hide, new media forms emerge to
seek them out. But for the big, mass-market advertiser, this
represents an enormous financial burden.
Social Media
• In previous editions we've categorized sites such as
Facebook, Twitter, You Tube, Linkedin, and others as
digital interactive media. However, these unique web
destinations are so important that they deserve their
own category.
• Social media is a term for sites where the prime
motivation for audience consumption is audience-
created content.
• This content, from friends, family, business associates,
acquaintances, celebrities, and others, is highly credible,
immediate, and persuasive.
• Needless to say, advertisers want to participate in social
media exchanges. And they are finding more and more
ways to do just that.
Out-of-Home Media
• The major categories of out-of-home media are outdoor
advertising and transit advertising.
• Most outdoor advertising (billboard) companies are
local firms, but most of their revenue comes from
national advertisers such as liquor and airline
companies.
• Transit advertising (bus, taxi, and subway advertising)
is an effective and inexpensive medium to reach the
public while they're in the retail neighborhood.
• Out-of-home media also include posters in bus shelters
and train stations, billboards in airport terminals,
stadium scoreboards, flying banners and lights,
skywriting, and kiosk posters.
Types of advertising agency
• Advertising agencies are typically classified by their geographic
scope, the range of services they offer, and the type of business they
handle.
• Local Agencies
• Every community of any size has reputable small ad agencies that
offer expert assistance to local advertisers. A competent local
agency can help
- Advertising services include performing research, planning,
creating, and producing ads; and selecting media.
- Non-advertising functions run the range from packaging to public
relations to producing sales promotion materials, annual reports, and
trade show exhibits
• Unfortunately, local advertisers use ad agencies less extensively
than national advertisers.
• Many advertisers simply don't spend enough money on advertising
to warrant hiring an agency. And some large agencies don't accept
local advertisers because their budgets are too low to support the
agency's overhead.
Types of advertising agency Contd…
• Regional and National Agencies
- Every major city has numerous agencies that can produce and place
the quality of advertising suitable for national campaigns.
 Regional and national agencies typically participate in a regional
trade group
 International Agencies
- The largest national agencies are also international agencies.
- That is, they have offices or affiliates in major communication centers
around the world and can help their clients market internationally or
globally as the case may be.

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Types of advertising agency Contd…
• Full-Service Agencies
- The modern full-service advertising agency supplies both
non/advertising services in all areas of communications and
promotion.
- Advertising services include performing research, planning, creating,
and producing ads; and selecting media.
- Non-advertising functions run the gamut from packaging to public
relations to producing sales promotion materials, annual reports, and
trade show exhibits.
- With the trend toward IMC, many of the largest agencies today are in
the forefront of the emerging interactive media.
- Full-service agencies may specialize in certain kinds of clients. Most,
though, can be classified as either general consumer agencies or
business-to-business agencies.
Types of advertising agency Contd…
 General Consumer Agencies
- A general consumer agency represents the widest variety of
accounts, but it concentrates on consumer accounts-companies
that make goods purchased chiefly by consumers (soaps,
cereals, cars, pet foods, toiletries).
- Most of the ads are placed in consumer media (TV; radio,
magazines, and so on) that pay a commission to the agency.
General agencies often derive much of their income from these
commissions.
• But general agencies also include the thousands of smaller
entrepreneurial agencies located in every major city across the
country .
• Profit margins in entrepreneurial agencies are often slimmer,
but these shops are often more responsive to the smaller clients
they serve. They offer the hands-on involvement of the firm's
principals, and their work is frequently startling in its
creativity. For these very reasons, many large agencies are
spinning off smaller subsidiaries.
• .
Types of advertising agency Contd…
 Business-to-business Agencies
- A business-to-business agency represents clients that market products
to other businesses. Examples are electronic components for computer
manufacturers, equipment used in oil and gas refineries, and MRI
equipment for radiology.
- High-tech advertising requires some technical knowledge and the
ability to translate that knowledge into precise, as well as persuasive,
communications.
- Most business-to-business advertising is placed in trade magazines or
other business publications.
- These media are commissionable, but their circulation is smaller, so
their rates are far lower than those of consumer media. Because
commissions usually don't cover the cost of the agency's services,
business agencies typically charge their clients service fees.
- They can be expensive, especially for small advertisers, but failure to
obtain a business agency's expertise may carry an even higher price in
lost marketing opportunities.
- Business and industrial agencies may be large international firms, or
smaller firms experienced in areas of specialized advertising
Types of advertising agency Contd…
• Specialized Service Agencies
- Many agencies assist their clients with a variety of limited services.
- In the early 1990s the trend toward specialization thrived, giving impetus
to many of the small agency-type groups such as creative boutiques,media-
buying services and interactive agencies.
 Creative Boutiques
- Some talented artists-such as graphic designers and copywriters-set up their
own creative services, or creative boutiques.
- They work for advertisers and occasionally subcontract to ad agencies.
- Their mission is to develop exciting creative concepts and produce fresh,
distinctive advertising messages. Advertising effectiveness depends on
originality in concept, design, and writing.
- However, while boutiques may be economical, they usually don't provide
the research, marketing, sales expertise, or deep customer service that full-
service agencies offer.
- Thus, boutiques tend to be limited to the role of creative suppliers.
Types of advertising agency Contd…
 Media-Buying Services
- Some years ago, a few experienced agency media people started
setting up organizations to purchase and package radio and TV
time.
- Media time and space are perishable. A 60-second radio spot at
8:00 PM can't be sold later.
- So radio and TV stations presell as much time as possible and
discount their rates for large buys.
- The media buying service negotiates a special discount and then
sells the time or space to agencies or advertisers.
- Media-buying firms provide customers (both clients and agencies)
with a detailed analysis of the media buy.
- Once the media package is sold, the buying service orders spots,
verifies performance, sees that stations "make good" for any
missed spots, and even pays the media bills.
- Compensation methods vary. Some services charge a set fee; others
get a percentage of what they save the client.
Types of advertising agency Contd…
 Interactive Agencies
- With the stunning growth of the Internet and the heightened interest
in integrated marketing communications has come a new breed of
specialist-the interactive agency that specialize in the development
and strategic use of various interactive marketing tools such as
websites for the Internet, banner ads, CD-ROMs, and kiosks creating
fun, involving, information-rich, online advertising.
• They recognize that the development of successful interactive
marketing programs requires expertise in technology as well as areas
such as creative website design, database marketing, digital media,
and customer relationship management.

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Types of advertising agency Contd…
 Direct-Response Agencies
- One of the fastest-growing areas of IMC is direct marketing, where
companies communicate with consumers through telemarketing, direct
mail, and other forms of direct-response advertising.
- Direct-response agencies provide a variety of services, including database
management, direct mail, research, media services, and creative and
production capabilities.
- While direct mail is their primary weapon, many direct-response agencies
are expanding their services to include such areas as infomercial production
and database management.
- Database development and management is becoming one of the most
important services provided by direct-response agencies. Many companies
are using database marketing to pinpoint new customers and build
relationships and loyalty among existing customers.
- A typical direct-response agency is divided into three main departments:
account management, creative, and media.
Types of advertising agency Contd…
 Sales Promotion Agencies
- Developing and managing sales promotion programs such as
contests, sweepstakes, refunds and rebates, premium and incentive
offers, and sampling programs is a very complex task.
- Most companies use a sales promotion agency to develop and
administer these programs. Sales promotion agencies are independent
companies that specialize in providing the services needed to plan,
develop, and execute a variety of sales promotion programs.
- Sales promotion agencies often work in conjunction with the client‘s
advertising and/or direct-response agencies to coordinate their efforts
with the advertising and direct-marketing programs.
- Services provided by large sales promotion agencies include
promotional planning, creative, research, tie-in coordination,
fulfillment, premium design and manufacturing, catalog production,
and contest/sweepstakes management.
Types of advertising agency Contd…
 Public Relations Firms
- Many large companies use both an advertising agency and a PR firm.
- The public relations firm develops and implements programs to manage
the organization‘s publicity, image, and affairs with consumers and other
relevant publics, including employees, suppliers, stockholders, government,
labor groups, citizen action groups, and the general public.
- The PR firm analyzes the relationships between the client and these various
publics, determines how the client‘s policies and actions relate to and affect
these publics, develops PR strategies and programs, implements these
programs using various public relations tools, and evaluates their
effectiveness.
• The activities of a public relations firm include planning the PR strategy and
program, generating publicity, conducting lobbying and public affairs
efforts, becoming involved in community activities and events, preparing
news releases and other communications, conducting research, promoting
and managing special events, and managing crises.
Types of advertising agency Contd…
 Collateral services
• The final participants in the promotional process are those that
provide various collateral services.
• They include marketing research companies, package design
firms, consultants, photographers, printers, video production
houses, and event marketing services companies.
• One of the more widely used collateral service organizations is
the marketing research firm.
• Companies are increasingly turning to marketing research to
help them understand their target audiences and to gather
information that will be of value in designing and evaluating
their advertising and promotions programs.
• Marketing research companies offer specialized services and
can gather objective information that is valuable to the
advertiser‘s promotional programs.
• They conduct qualitative research such as in-depth interviews
and focus groups, as well as quantitative studies such as market
surveys.
Functions of advertising agency
 Account Management
- The account executives (AEs) are the liaisons between the agency and
the client. Large agencies typically have many account executives,
who report to management (or account) supervisors. They in turn
report to the agency's director of account (or client) services.
- Account executives are in the middle of the fray; they are responsible
for formulating and executing advertising plans, mustering the
agency's services, and representing the client's point of view to the
agency.
- Characteristically, an AE must be able to see things from all points of
view. He or she must be not only enterprising, courageous, and
demanding, but also tactful, artistic and articulate, meticulous,
forgiving, perceptive, ethical, and discreet.
- And what's more, an AE must always deliver the work on time and
within budget.
Functions of advertising agency Contd…
 Research and Account Planning
- Account planning is a hybrid discipline that uses research to bridge the gap
between account management and creatives.
- The account planner defends the consumer's point of view and the creative
strategy. Not attached to either account management or creative, the account
planner balances both elements to make sure the research is reflected in the
ads.
- Account planners study consumer needs and desires through surveys and
focus groups, but primarily through personal interviews. hey help the
creative team translate its findings into imaginative, successful campaigns.
• By putting the consumer, rather than the advertiser, at the center of the
process, account planning changes the task from simply creating an
advertisement to nurturing a relationship between consumer and brand.
• That requires understanding, intuition, and insight. When performed
properly, planning provides that mystical leap into the future- the brilliant,
simplifying perspective that lights the way for the client and the creatives.
Functions of advertising agency Contd…
 Creative Concepts
- Most ads rely heavily on copy, the words that make up the headline
and message.
- The people who create these words, called copywriters, must
condense all that can be said about a product into a few pertinent,
succinct points.
- Ads also use nonverbal communication. That is the purview of the
art directors, graphic designers, and production artists, who
determine how the verbal and visual symbols will fit together.
- The agency's copywriters and artists work as a creative team under a
creative director. Each team is usually assigned a particular client's
business.

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Functions of advertising agency Contd…
 Advertising Production: Print and Broadcast
- Once an ad is designed, written, and approved by the client,
it is turned over to the agency's print production manager or
broadcast producers.
- For print ads, the production department buys type, photos,
illustrations, and other components and works with printers,
engravers, and other suppliers.
- For a broadcast commercial, production people work from an
approved script or storyboard. They use actors, camera
operators, and production specialists (studios, directors,
editors) to produce a commercial.
- But production work is not limited to just ads and
commercials. Dealer kits and direct mailings are just two
examples of other types of media that may be created as part
of a campaign.
Functions of advertising agency Contd…
• Media Planning and Buying
• Ad agencies provide many media services for their clients: research, negotiating,
scheduling, buying, and verifying. Media planning is critical because the only way
advertisers can communicate is through some medium. We discuss media
extensively in Chapters 9 and 13 through 18, but for now it's important to
understand the changes over the last decade that have made the media function
so important.
• With the fragmentation of audiences from the explosion of new media options,
media planning and buying is no simple task. Today, many more media vehicles
are available for advertisers to consider, as the traditional major media offer
smaller audiences than before-at higher prices. Add to this the trend toward IMC
and relationship marketing, and the media task takes on added significance. This
has fueled the growth of media specialty companies and simultaneously recast
agency media directors as the new rising stars in the advertising business.
• Tight budgets demand ingenious thinking, tough negotiating, and careful
attention to details. In this age of specialization, what advertisers really need are
exceptional generalists who understand how advertising works in coordination
with other marketing communication tools and can come up with creative media
solutions to tough marketing problems. Today, many products owe their success
more to creative media buying than to clever ads.
Functions of advertising agency Contd…
 Traffic Management
- One of the greatest sins in an ad agency is a missed deadline. If an
agency misses a deadline for a monthly magazine, for example, the
agency will have to wait another month before it can run the ad,
much to the client's displeasure.
- The agency traffic department coordinates all phases of production
and makes sure everything is completed before client and/or media
deadlines.
- Traffic is often the first stop for entry-level college graduates and
an excellent place to learn about agency operations.
 Additional Services
- The growth of IMC has caused some agencies to employ
specialists who provide services besides advertising.
Media and Promotion
• The term media refers to communication vehicles such as
newspapers, magazines, radio, television, billboards, direct mail, and
the Internet.
• Advertisers use media to convey commercial messages to their target
audiences, and the media depend to different degrees on advertising
revenues to cover the cost of their operations.
• While the media are valued for their informational and entertainment
functions, they also provide an important business function as a
vehicle for advertising
• The wide coverage of the mass media makes them ideal vehicles for
advertisers who need to reach a large audience.
• Promotion results obviously depends on both the quality of the
product being advertised and the quality of the ad itself. But the
third and equally important factor is the medium in which the ad
appears.
Media and Promotion
• Any consideration of the quality of the medium itself as
something that might affect reactions to an ad, if considered at
all, is typically based on subjective judgments of alternative,
and otherwise comparable, media buys.
• Consumer have very definite ideas about the media and their
advertising content and they hold different expectation about
different media.
• For example people are likely to seek information from print
and entertainment form broadcast
• Television is a display medium with external pacing i.e.
medium itself decide the time and speed of transferring
information
• While print is search media with internal pacing, absolutely in
control of consumer. or reader.
• Besides this, people consider internet as a task performing
medium rather than an advertising vehicle therefore internet ads
are found to be most interfering as compared with other ads.
Different Perspectives on Advertising Creativity
• At one extreme are people who argue that advertising is creative only if it
sells the product. At the other end of the continuum are those who judge the
creativity of an ad in terms of its artistic or aesthetic value and originality.
They contend creative ads can break through the competitive clutter, grab
the consumer‘s attention, and have some impact.
• What constitutes creativity in advertising is probably somewhere between
the two extremes. To break through the clutter and make an impression on
the target audience, an ad often must be unique and entertaining.
• A major determinant of whether a commercial will be successful in changing
brand preferences is its ―likability,‖ or the viewer‘s overall
• But ads that are creative only for the sake of being creative often fail to
communicate a relevant or meaningful message that will lead consumers to
purchase the product or service.
• Everyone involved in an advertising campaign must understand the
importance of balancing the ―it‘s not creative unless it sells‖ perspective
with the novelty/uniqueness and impact position.
What Is Creativity?
• The In today‘s highly competitive world, Companies now more than ever,
need to device ways of surviving in the market. Creative and innovative
advertising strategies serve as major tools.
• Creativity can be defined as the production of something original and
valuable. Creativity involves coming up with new and fresh ideas or plans. It
is characterized by the use of the imagination and expression. Research in
psychology reveals that creativity arises through the confluence of
knowledge, creativity thinking skills and motivation.
• Knowledge here refers to all what a person knows.
• Creative thinking skills refer to how flexible and imaginatively people
approach problems while
• motivation refers to the passion and interest in the work itself.
• Innovation is similar to creativity and both are often confused as
meaning the same thing. Innovation refers to the using new methods to
achieve something. Innovation is the implementation of creativity. It involves
the adoption, adaptation or use of another‘s creative ideas; turning them to
reality.
What Is Creativity?......
• however argue that creativity and innovation should not be
separated from effectiveness. Effectiveness of an ad is
determined by the correct combination of impact and retention.
Impact being the ability of the ad to attract attention while
retention its ability to stay in people‘s minds. It will be a wasted
effort to invest time and money in ads which have no effect.
• ―creativity and innovation should be handled with care to avoid
resulting in ads which are unlawful or out rightly offensive;
advertisers should understand their consumers‘ sense of humour‖
• To create means to originate, to conceive a thing or idea that did
not exist before. Typically, though, creativity involves combining
two or more previously unconnected objects or ideas into
something new. Many people think creativity springs directly
from human intuition. But the creative process can also follow
from a very disciplined approach.. While creativity is important
to a campaign's basic mission of informing, persuading, and
reminding, it is vital to achieving the boom factor.
Importance of Creativity in Advertising
 Creativity Helps Messages Inform: By making a campaign more
vibrant that attracts attention, maintains interest, and stimulates
thinking. Writers and artists must arrange visual and verbal message
components according to a genre of social meaning so that readers or
viewers can easily interpret the message using commonly accepted
symbols.
 Creativity Helps Messages Persuade: To motivate people to some
action or attitude, copywriters have created new myths and heroes.
That establishes a unique identity for the product in the collective
mindset, a key factor in helping a product beat the competition. To be
persuasive, the verbal message must be reinforced by the creative use
of nonverbal message elements. (color, layout, and illustration) to
increase vividness.
Importance of Creativity in Advertising
Creativity Helps IMC Remind: Imagine using the same
invitation, without any innovation, to ask people to try your product
again and again, year after year. Only creativity can transform boring
reminders into interesting, entertaining messages.
Creativity Puts the "Boom" in Campaigns : Successful comedy
also has a boom factor-the punchline. Good punchlines are the result
of taking an everyday situation, looking at it creatively, adding a bit
of exaggeration, and then delivering it as a surprise. Great
campaigns often do the same thing. The boom uses sudden
understanding of an unexpected double-meaning, funny or charming
response, breathtaking beauty of a magnificent nature, the sudden
recognition that t can improve workplace productivity. In short, the
boom factor may come from many sources. But it always requires
the application of creativity.
Newspapers: Classifications
Newspapers are major form of print media and represent the largest
of all advertising media in terms of total advertising volume.
• Daily newspaper.
• Weekly newspaper.
• National vs. Regional vs. Local newspaper.
• Special-audience newspaper.
• Newspaper supplements.
Types of Newspaper Advertising
• Display advertising.
• Classified advertising.
• Special ads and inserts.
Newspapers are an especially important advertising medium to local
advertisers such as retailers. However they are valuable medium to
national advertisers as well.
Strategic Use of Newspapers
Coverage medium.
Geographic targeting.
Local retail ads.
High involvement consumers or products.
Rational appeals.

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Strengths of Newspaper Advertising
• Credibility – a high degree of familiarity, acceptance and respect
from the community.
• Reaches - a relatively mass audience in a market with a single
exposure.
• Strongest medium in overall penetration of the adult, upscale
market.
• Medium that most adults say has the most believable advertising.
• People turn to this medium most for local news and advertising
information.
• Short deadlines allow advertisers to respond quickly to business
and competitive changes.
• Has the ability to educate consumers by communicating lengthy,
complex or detailed information and descriptions in a single ads.
• Offers a variety of ad sizes, products and placement to meet
advertisers’ goals.
Newspaper Advertising: Advantages
High reach.
High geographic concentration.
Good frequency.
Tangibility.
Short lead times (flexibility).
Relatively low cost.
Ability to communicate detailed information.
Ability to place in most appropriate location.
Ability to schedule to exploit day-of-week factors.
Large readership and a high level of reader involvement.
Advertisers can target certain people.
The cost is relatively low.
Ads are timely.
Newspaper Advertising: Disadvantages
High waste factor and inability to target.
Limitations on creative format.
Relatively poor reproduction quality.
Clutter.
Short life span.
High cost of national coverage.
Wasted circulation
Short life
Black and white (although many papers are changing to color format)
Magazines
• Magazines have grown rapidly to serve the educational, informational,
and entertainment needs of a wide range of readers in both the
consumer and business markets.
• Magazines are the most specialized of all advertising media. While
some magazines are general mass-appeal publications, most are
targeted to a very specific audience.
• There is a magazine designed to appeal to nearly every type of
consumer in terms of demographics, lifestyle, activities, interests, or
fascination. Numerous magazines are targeted toward specific
businesses and industries as well as toward individuals engaged in
various professions.
• Users of magazines range from large consumer-product companies, to
a small company advertising.
Type of magazines
• the primary reference source on periodicals for media planners,
divides magazines into three broad categories based on the
audience to which they are directed: Consumer –general interest,
Consumer –special interest, Trade (Business), Farm, Religious,
Scholarly, Arts & Literary, Aboriginal, Ethnocultural
• ,Another way of classifying consumer magazines is by
distribution: They can be sold through subscription or circulation,
store distribution, or both
• Magazines can also be classified by frequency; weekly, monthly,
and bimonthly are the most common.
Reasons to Advertise in Magazines
• Magazines and magazine ads garner the most attention: studies
show that when consumers read magazines they are much less likely
to engage with other media or to take part in non-media activities
compared to the users of TV, radio or the internet.
• Magazine advertising is valuable content: Consumers value
magazine advertising, according to numerous studies report that
consumers are more likely to have a positive attitude toward
advertising in magazines compared to other media. In addition,
consumers are more likely to turn to magazines to search for
information across a variety of categories compared to the internet.
• Magazines supply credibility: Consumers trust and believe
magazines and magazine advertising more than other media. Study
shows magazines score higher on being ―trustworthy‖ compared to
TV or the internet.
• Magazine print and digital audiences are growing: The number of
magazine readers as well as the average number of magazine issues read in
the past month has grown over the past five years. In addition, magazine
website usage is growing faster than web usage overall.
• Magazine advertising is relevant and targeted: Consumers consider
magazine advertising more relevant than advertising in other media. With a
range of titles that appeal to a wide variety of demographics, lifestyles and
interests, advertisers can hone in on targets that fit their needs.
• Magazines are a leading influence on word-of-mouth: Magazine readers
are more likely than users of other media to influence friends and family on
products across a variety of categories. Magazines are also most likely to
complement the web in reaching social networkers, whom marketers
increasingly favor in generating buzz.
• Magazine audiences accumulate faster than you think and with lasting
impact: The average monthly magazine accumulates approximately 60% of
its audience within a month‘s time, and the average weekly magazine
accumulates nearly 80% of its audience in two weeks.
• Magazine advertising sells: Several studies demonstrate that magazines
are generally the strongest driver of purchase intent. Perhaps this is because
Continue….
Digital Magazines

Digital Magazines are also known as Digizines. With names


like ―Trouble and Attitude‖ , ―Word and Launch‖ , the latest
magazines are not on the news stand but are available to the
internet. Digizines are much cheaper to start and operate than
print magazines.
Role of Television Commercial
Advertising

• Television is unique in its ability to combine


visual images, sound, motion, and color. These
characteristics provide the advertiser with an
opportunity to develop the most creative and
imaginative advertising appeals of any medium.

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Advantages of TVC
• numerous advantages of television. They are:
– Creativity and impact – the interaction of sight and
sound offers tremendous creative flexibility and
opportunities for the advertising message
– Coverage and cost effectiveness – TV can reach large
audiences cost effectively
– Captivity and attention – commercials impose
themselves on viewers as they watch their favorite
programs and are likely to be seen unless some effort is
made to avoid them
– Selectivity and flexibility – audiences vary by program
content, broadcast time, and geographic coverage; cable
television offers additional selectivity
Disadvantages
• Although television is unsurpassed from a creative perspective, the
medium has several disadvantages that limit its use for some advertisers.
These problems include:
– Fleeting messages – most TV commercials are 30 seconds or less and
leave consumers with nothing tangible to examine
– Cost – expense of buying airtime and costs of producing TV
commercials is high
– Low selectivity – offers some selectivity, but not very selective for
smaller target markets
– Clutter – a problem because of shorter and an increased number of
commercials
– Distrust and negative evaluation – the inescapabilty of TV
commercials and their insensitivity as well as content creates
problems
– Limited attention – viewers avoid commercials by zipping and
zapping or simply by not paying attention to them
Network versus Spot
• A basic decision for all advertisers is allocating their TV media
budgets to network versus local or spot announcements.
– Network – a network assembles a series of affiliated local TV
stations
o National coverage is available through networks
o Affiliated stations are linked
o Purchase transactions are simplified
– Spot/Local – commercials shown on local TV with time
purchased from individual stations
o Commercials shown on local stations
o May be local or national spot (non-network advertising done
by a national advertiser)
• Network advertising is used by large national advertisers to
disseminate their messages cost effectively and simplify their
purchasing. Additionally, large national advertisers supplement their
advertising in specific markets by using local/spot advertising. Local
firms, such as banks, retailers, and auto dealers, use spot/local
advertising to reach their local geographic markets.
Similarities of radio and television
• the, which are the two major forms of broadcast
media that can be used for advertising. These
similarities are that both media:
– Are time oriented media
– Are sold in time segments
– Have network affiliates
– Have some independents
– Use the public airways
– Are regulated
– Are externally paced media
– Are passive, low involvement media
differences between Radio and TV
• Although there are many similarities between
radio and TV, there are also some major
differences between the two forms of
broadcast media. :
– Has more limited communication
– Costs much less to produce
– Cost much less to purchase
– Has less status and prestige
– Offers only an audio message
Advantages of using radio
• the advantages of using radio as an advertising medium.
o Cost and efficiency
o Receptivity
o Selectivity
o Flexibility
o Mental imagery
o Integrated marketing opportunities
• the synergy between radio and newspaper advertising. Radio
can be used in conjunction with a number of media,
including television, magazines, and newspapers, which has
a positive impact on brand awareness and brand selection.
• Advertisers also use radio stations and personalities to
enhance their involvement with a local market and to gain
influence with local retailers.
limitations of using radio

• the limitations of using radio as an advertising medium,


including:
– Creative limitations
o Audience fragmentation
o Chaotic buying procedures
o Limited research data
o Limited listener attention
o Competition from digital media, including satellite radio
o Clutter

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Organization: Government; I/NGO; Charity; Business
• Local: Local advertising is sometimes called retail advertising because retail
stores account for so much of it.
• Cooperative Advertising: The Advertisers
- As a service to their distributors and dealers, and to ensure proper reproduction
of their products, wholesalers, manufacturers, and trade associations often
provide local advertisers with ready-made advertising materials and cooperative
advertising programs where the costs are shared.
- There are two key purposes for cooperative (co-op) advertising: to build the
manufacturer's brand image and to help its distributors, dealers, or retailers
make more sales.
• Regional and National Advertisers
- Regional advertisers operate in one part of the country-in one or several states-
and market exclusively within that region. Examples include regional grocery
and department store chains, governmental bodies, franchise groups , telephone
companies, and statewide or multistate banks.
- Companies sell in several regions or throughout the country and are called
national advertisers. These include consumer packaged-goods manufacturers,
national airlines, media and entertainment companies, electronics
manufacturers, all the auto companies, and restaurant chains
Unit 6

Media Planning and Strategy

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Media Planning: Integrating Science with
Creativity in Communication
• The Challenge
• In today's over-communicated society, media planners need to be as analytically
competent as top financial officers and as creative as senior art directors and
copywriters.
• Since most money in communication is spent on media, solid media decisions are
critical to the success of the overall marketing communications plan.
• The purpose of media planning is to conceive, analyze, and creatively select
channels of communication that will direct advertising messages to the right
people in the right place at the right time.
• Media planning requires that agencies clearly articulate
 Where should we advertise? (In what countries, states, or parts of town?)
 Which media vehicles should we use?
 When during the year should we concentrate our advertising?
 How often should we run the advertising?
 What opportunities are there to integrate our media advertising with other
communication tools?
Concept of media planning
• Advertisers now define media as traditional or new.
• Traditional media includes television, radio, newspapers, magazines, and
so on.
• ―New‖ media includes such things as satellite radio, the Internet, ads on
movie screens, wireless, and so on.
• Expenditures on all types of advertising will grow, but ―new‖ media will
receive the lion‘s share of that growth.
• The bottom line is that the media environment is changing in a way
never seen before. New media, new technologies that enhance existing
media, and new media forms are rapidly changing the media landscape.
• The media planning process is not easy. Options also include s out-of-
the-home media, such as outdoor advertising, transit advertising, and
electronic billboards.
• A variety of other media must also be considered, including direct
marketing, the Internet, promotional products, sales promotions, and in-
store point-of-purchase options. A proliferation of new media includes
branded entertainment, wireless, and interactive media.
Media Terminology

Media A series of decisions involving the delivery


Planning of messages to audiences

Media Goals to be attained by the media strategy


Objectives and program

Media Decisions on how the media objectives can


Strategy be attained

Various categories of delivery systems,


Media
including broadcast and print media

Broadcast Either radio or television network or local


Media station broadcasts
Media Terminology Contd..
Print Publications, such as newspapers,
Media magazines, direct mail, outdoor, etc.

Media The specific carrier within a medium


Vehicle category

Number of different audience members


Reach
exposed at least once in a time period

The potential of audience that might


Coverage
receive the message through the vehicle

Number of times the receiver is exposed to


Frequency
the media vehicle in a time period
Media Versus Vehicles
• Media are the general communication methods
that carry advertising messages—television,
magazines, newspapers, and so on.

• Vehicles are the specific broadcast programs or


print choices in which advertisements are placed.

• For example, television is the media, and Nepal


Idol is the vehicle.

• Each medium and vehicle has a unique set of


characteristics and virtues.
The Media-Planning Process
Media planning

The design of a strategy that shows how


investments in advertising time and space will
contribute to the achievement of
marketing objectives.

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The situation analysis
• Purpose: To understand the marketing problem. An
analysis is made of a company and its competitors on
the basis of:
1. Size and share of the total market.
2. Sales history, costs, and profits.
3. Distribution practices.
4. Methods of selling.
5. Use of advertising.
6. Identification of prospects.
7. Nature of the product.
The marketing strategy plan
• Purpose: To plan activities that will solve one or more of the
marketing problems. Includes the determination of:
1. Marketing objectives.
2. Product and spending strategy.
3. Distribution strategy.
4. Which elements of the marketing mix are to be used.
5. Identification of ―best‖ market segments.

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Sample Communication Objectives and Strategy
• The objectives and strategies of an advertising plan unfold
from the marketing plan. But advertising objectives focus
on communication goals, such as
• Convincing 25 percent of the target market during the next
year of the brand's need satisfying abilities.
• Positioning the brand as a cost-effective alternative to the
market leader in the minds of 30 percent of men ages 18 to
34 during the next two years.
• Increasing brand preference by 8 percent in the South
during the next year.
• Improving the target stakeholder group's attitude toward the
company's environmental efforts by at least 15 percent by
campaign end.
Methods to Spend on Advertising
How much should you recommend that your client spend on Communication? Here is a list
of ways companies set their marketing budgets:
 Percentage of sales: Budget is determined by allocating a percentage of last year‘s sales,
anticipated sales for next year or a combination of the two. The percentage is usually
based on an industry average, company experience, or an arbitrary figure.
 Percentage of profit: Percentage is applied to profit, either past years‘ or anticipated.
 Unit of sale: Also called the case-rate method. A specific dollar amount is set for each
box, case, barrel, or carton produced. Used primarily in assessing members of horizontal
co-ops or trade associations.
 Competitive parity. Also called the self-defense method. Allocates dollars according to
the amounts spent by major competitors.
 Share of market/share of voice. Allocates dollars by maintaining a percentage share of
total industry spending comparable to or somewhat ahead of desired share of market.
Often used for new product introductions.
 Objective-task. Also referred to as the, budget buildup method, his method has three
steps: defining objectives, determining strategy and estimating the cost to execute that
strategy.
 Quantitative mathematical Models. Computer-based programs developed by major
advertisers and agencies rely on input of sophisticated data, history, and assumptions.
 All available funds. Go-for-broke technique generally used‘ by small firms with limited
capital, trying to introduce new products or services.
The creative strategy plan
• Purpose: To determine what to communicate through advertisements.
Includes the determination of:
1. How product can meet consumer needs.
2. How product will be positioned in advertisements.
3. Copy themes.
4. Specific objectives of each advertisement.
5. Number and sizes of advertisements.
Specifying Media Objectives
Purpose: To translate marketing objectives and strategies into goals that
media can accomplish.
Media objectives have two major components: audience objectives and
message-distribution objectives.
1. What proportion of the population should be reached with
advertising message during specified period (reach)
2. How frequently should audience be exposed to message during
this period (frequency)
3. How much total advertising is needed to accomplish reach and
frequency objectives (weight)
4. How should the advertising budget be allocated over time
(continuity)
5. How close to the time of purchase should the target audience be
exposed to the advertising message (recency)
6. What is the most economically justifiable way to accomplish
objectives (cost)
Audience objectives
• Audience objectives define the specific types of people the advertiser wants
to reach. Media planners typically use geo-demographic classifications to
define their target audiences.
• The target audience may consist of people in a specific income, educational,
occupational, or social group-any of the segments. And the target audience
is not necessarily the same as the product's target market. The consumer
target audience may be determined from the marketer's research. However,
planners rely largely on secondary research sources.
• These syndicated reports give demographic profiles of heavy and light users
of various products and help planners define the target audience. The
reports also specify which TV programs or magazines heavy and light users
watch and read which helps planners, select media with large audiences of
heavy users.
• Planners can then select media vehicles-particular magazines or shows-
according to how well they "deliver" or expose the message to the media
audience that most closely resembles the desired target consumer.
Sample Audience objectives
1. To target large families with emphasis on the family's food
purchaser.
2. To concentrate the greatest weight of advertising in urban areas
where prepared foods traditionally have greater sales and where
new ideas normally gain quicker acceptance.
3. To provide extra weight during the announcement period .and
then continuity throughout the year with a fairly consistent level of
advertising 1mpressions. ·
4. To deliver advertising impressions to every region in relation to
regional food store sales.
5. To use media that will reinforce the copy strategy's emphasis on
convenience; ease of preparation, taste, and economy.
6. To attain the highest advertising frequency possible once the need
for broad coverage and the demands of the copy platform have been
met.
Message-Distribution Objectives
• Distribution objectives define where, when, and how often
advertising should appear.
• To answer these questions, a media planner must understand a
number of terms, including message weight, reach, frequency, and
continuity.

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Audience Size and Message Weight
• Marketers are naturally interested in having their messages
exposed to as many customers and prospects as they can afford.
• So they are also logically most interested in those media
opportunities that offer the largest audiences.
• The basic way to express audience size is simply to count the
number of people in a medium's audience.
 For print media, count and verify the number of subscribers (the
circulation) and then multiply by the estimated number of
readers per copy (RPC) to determine the total audience.
• Media planners often define media objectives by the schedule's
message weight, the total size of the audience for a set of ads or
an entire campaign, because it gives some indication of the
scope of the campaign in a given market.
• How much advertising volume is required to accomplish
advertising objectives
• There are two ways to express message weight: gross
impressions and gross rating points.
Gross impressions
• If planners know the audience size, they can easily calculate the
number of advertising impressions in a media schedule.
• An advertising impression is a possible exposure of the advertising
message to one audience member opportunity to see (OTS).
• By multiplying a medium's total audience size by the number of
times an advertising message is used during the period, planners
arrive at the gross impressions, or potential exposures, possible in that
medium.
• Then, by summing the gross impressions for each medium used, they
know the total gross impressions for the schedule.
Using Gross Ratings Points
• With large media schedules, though, gross impressions can run into the
millions and become very awkward to handle, so the concept of ratings
came from.
• The rating is simply the percentage of homes /individuals exposed to an
advertising medium. Percentages are simpler to deal with; but also more
useful in making comparisons. Thus, one rating point is equal to 1 percent
of a given population group.
• When we hear that a particular TV show garnered a 20 rating, it means 20
percent of the households with TV sets (expressed as TVHH) were tuned in
to that show. The higher a program's rating, the more people are watching.
• Applies to many media forms, most commonly used for radio and TV.
• The media buyer typically uses a numerical indicator to know how many
potential audience members may be exposed to a series of commercials.
• A summary measure that combines the program rating and the average
number of times the home is reached during this period (frequency of
exposure) is a commonly used reference point known as
Gross ratings points (GRPs):Reach × Frequency
Gross Ratings Points

 Media planners may use GRPs to determine the optimal level of spending
for a campaign. The more GRPs they buy, the more it costs. However,
because of discounting, the unit cost per GRP decreases as more GRPs are
bought. Beyond a certain point, the effectiveness of additional GRPs
diminishes.
 In the calculation of message weight, advertisers disregard any overlap or
duplication. As a result, certain individuals within the audience may see
the message several times while others don't see it at all.
 While message weight gives an indication of size, it does not reveal much
about who is in the audience or how often they are reached. This fact
necessitated the development of other media objectives, namely reach,
frequency, and continuity.
Reach
• The term reach refers to the total number of unique (or
different) people or households exposed, at least once, to a
medium during a given period of time, usually four weeks.
• For example, if 40 percent of 100,000 people in a target
market tune in to radio station WKKO at least once during a
four-week period, the reach is 40,000 people.
• Reach may be expressed as a percentage of the total market
(40 percent) or as a raw number (40,000).
• Reach should not be confused with the number of people who
will actually be exposed to and consume the advertising,
though. It is just the number of people who are exposed to the
medium and therefore have an opportunity to see the ad or
commercial
• Percentage of target audience that is exposed to an
advertisement, at least once, during a certain time frame
(usually four weeks)
Frequency

Average number of times, on average, during the


media-planning period that members of the target
audience are exposed to the media vehicles that
carry a brand‘s advertising message.

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Continuity
 Media planners refer to the duration of an advertising message or
campaign over a given period of time as continuity
 How advertising is allocated during the course of an advertising
campaign: how should the media budget be distributed?
 While frequency is important to create memory, continuity is
important to sustain it.
 Continuous advertising schedule: an equal number of ad dollars
are invested throughout the campaign
 Pulsing: some advertising is used during every period of the
campaign, but the amount of advertising varies from period to
period.
 Flighting: the advertiser varies expenditures throughout the
campaign and allocates zero expenditures in some months.
Optimizing Reach, Frequency, and Continuity:
The Art of Media Planning
• Good media planning is both an art and a science.
• The media planner must get the most effective exposure on a limited budget.
• But, the reach, frequency, and continuity have inverse relationships to each
other. For instance, in the example. an advertiser can reach 6,000 people
once, 3,000 people 5.5 times, or I ,000 people 9 times for the same budget.
However, to gain continuity over time, the advertiser would have to sacrifice
some reach and some frequency.
• Research shows that all three are critical. But since all budgets are limited,
which is most critical? This is currently the subject of hot debate in
advertising circles.
• Effective Reach: One of the problems with reach is that, by themselves,
the numbers don't take into account the quality of the exposure. Media
people use the term effective reach to describe the quality of exposure.
- It measures the number or percentage of the audience who receive
enough exposures to truly receive the message. Some researchers
maintain that 3 OTSs over a 4-week period are usually enough to reach
an audience.
• Effective Frequency: is defined as the average number of times a person
must see or hear a message before it becomes effective. And it falls
somewhere between a minimum level that achieves message awareness
and a maximum level that becomes overexposure, which leads to "wear
out" (starts to irritate consumers).
- Following the publication of Michael Naples's classic book Effective
Frequency in 1979, effective frequency could be achieved by an average
frequency of three over a four-week period.
- It was supported by some researchers who viewed advertising effects as a
learning situation. While this might be true for some new products, most
of the time advertising is for established products and therefore is not
about "learning" but rather about "reminding."
Optimal frequency
• Cannon and Riordan point out that conventional media
planning is based on media vehicle exposure (the number
of people in a medium's audience), but effectiveness
should relate to advertising message exposure.
• For example, only 20 percent of viewers may pay
attention when a commercial runs. It may take 10
opportunities-to-see to reach an average frequency of
one!
• Cannon and Riordan would replace effective frequency
with optimal frequency. The optimal frequency concept
moves the focus of media planning from exposure
effectiveness to effective exposures per dollar.
.
• The implications of Cannon and Riordan's theory
are immense. Historically, media planning has
emphasized frequency as the most important media
objective. This assumes an S-shaped advertising
response curve in which the first two or three
exposures don't count.
• But Cannon and Riordan's analysis indicates that
response curves are convex. The first exposure is the
most effective, followed by diminishing returns. If
that's the case, then the basic emphasis in
advertising should switch from maximizing
frequency to maximizing target market reach,
adding less profitable second exposures only as the
budget permits
Recency planning
• In fact, for fast-moving consumer products,
researcher Erwin Ephron suggests the concept of
recency planning, "the sensible idea that most
advertising works by influencing the brand choice of
consumers who are ready to buy."
• Therefore, the important thing for advertising is to
be there when the consumer is ready to buy, and
that suggests continuity.
• One problem with all these theories is that they assume
all exposures are equal. If that's the case, then where
does advertising creativity come in? And what about
the programs where the advertising appears? Doesn't
that have some effect on the quality of exposure?
• For most media planners, the only solution to this
debate is to establish first which type of response
curve is most likely to apply to the particular situation
and then to develop the campaign's media objectives
accordingly.
• Once the media objectives have been determined-that
is, the optimum levels of message weight, reach,
frequency, and continuity-the media planner can
develop the strategy for achieving them.
Developing a Media Strategy: The Media Mix
• The media strategy describes how the advertiser will achieve the
stated media objectives: which media will be used, where, how often,
and when.
• Just as marketers determine marketing strategy by blending elements
of the marketing mix, media planners can develop media strategies by
blending the elements of the media mix.

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Elements of the Media Mix: The Five Ms
• Many factors go into developing an effective media strategy. For simplicity
and ease of memory, we have sorted them into five categories and given
them the alliterative moniker of the five Ms (5Ms}:.
 Markets refers to the various targets of a media plan: trade and consumer
audiences; global, national, or regional audiences; ethnic and
socioeconomic groups; or other stakeholders.
 money-how much to budget and where to allocate it.
 media include all communications vehicles available to a marketer.
 mechanics of advertising media and messages :The media planner also has
to deal with the complex mechanics of media and messages. Radio and TV
commercials come in a variety of time units, and print ads are created in a
variety of sizes and styles. And the mechanics of nontraditional media,
everything from shopping bags to multimedia kiosks to the Internet.
 The methodology element refers to the overall strategy of selecting and
scheduling media vehicles to achieve the desired message weight, reach,
frequency, and continuity objectives. It offers the opportunity for creativity
in planning, negotiating, and buying.
Factors That Influence Media Strategy Decisions
• Media decisions are greatly influenced by factors over which the
media planner has little or no control. These includes
 the scope of the media plan,
 competitive strategies and budget considerations,
 availability of different media vehicles,
 nature of the medium, mood of the message,
 message size and length, and
 buyer purchase patterns
 sales potential of different markets,
 Scope of the Media Plan: The location and makeup of the target audience strongly
influence the breadth of the media plan, thereby affecting decisions regarding the
market, the money, and the media elements.
• Local Market plan vs. Regional plan vs. National plan vs. International Markets
 Competitive Strategies and Budget Considerations
• Advertisers always consider what competitors are doing, particularly those that have
larger advertising budgets. This affects the media, mechanics, and methodology
elements of the media mix. By knowing the size of competitors' budgets, what
media they're using, the region or season of their sales, and any new-product tests
and introductions, advertisers can better plan a counterstrategy.
• Again, the media planner should analyze the company's share of voice in the
marketplace. Advertisers should bypass media that competitors dominate and choose
other media that offer a strong position. It sometimes makes sense to use media
similar to the competition's if the target audiences are the same or if the competitors
are not using their media effectively.
 Media Availability and Economics: The Global Marketer's Headache
• Sometime there is too many media available or too little both is problem. Every
country has communications media, but they are not always available for
commercial use (especially radio,print and television) and coverage may be limited.
Living standard and education levels in some countries restrict the coverage of
different media. Finally, there's the problem of spillover media (Indian ads in Nepal)
 Nature of the Medium and Mood of the Message
• An important influence on the media element of the mix is how well a medium
works with the style or mood of the particular message. Complex messages, such as
ads announcing a new product or concept, require more space or time for
explanation. Each circumstance affects the media selection as well as the
methodology of the media mix.
 Message Size, Length, and Position Considerations
• The particular characteristics of different media, over which the media planner has
no control, affect the mechanics element of the media mix. For example, in print, a
full-page ad attracts more attention than a quarter-page ad and a full-color ad more
than a black-and-white one. The planner has to consider the nature of the advertising
message; some simply require more time and space to explain. Competitive activity
often dictates more message units. The product itself may demand the prestige of a
full page or full color..
 Buyer Purchase Patterns
• The media planner must consider how, when, and where the product is typically
purchased and repurchased. Products with short purchase cycles (convenience foods
and paper towels) require more constant levels of advertising than products
purchased infrequently (refrigerators and furniture).
 Sales Potential of Different Markets: The market and money elements of the
media mix also depend on the sales potential of each area.
• The Brand Development Index The brand development index (BDI) indicates
the sales potential of a particular brand in a specific market area. The higher the
index number, the more market potential exists. In this case, the index number
indicates this market has high potential for brand development

• .
• Suppose sales of a brand in Los Angeles are 1.58 percent of the brand's total U.S.
sales, and the population of Los Angeles is 2 percent of the U.S. total. The BDI
for Los Angeles is

• An index number of 100 means the brand's performance balances with the size of
the area's population. A BDI index number below 100 indicates poor potential for
the brand.

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• The category development index (CDI): To determine the potential
of the whole product category, media planners use the category
development index (CDI), which works on the same concept as the
BDI and is calculated in much the same way:
• The CDI provides information on the potential for development of
the total product category rather than specific brands.

• If category sales in Los Angeles are 4.92 percent of total U.S.


category sales, the CDI in Los Angeles is
Stating the Media Strategy
• A written rationale for the media strategy is an integral part of any
media plan.
 Generally, the strategy statement begins with a brief definition of
target audiences and the priorities for weighting them.
 It explains the nature of the message and indicates which media
types will be used and why (the media element).
 It outlines specific reach, frequency, and continuity goals and how
they are to be achieved (the methodology element).
 It provides a budget for each medium (the money element)
including the cost of production and any collateral materials.
 Finally, it states the intended size of message units, any position or
timing considerations (the mechanics element), and the effect of
budget restrictions.
• Once the strategy is delineated, the plan details the tactics to be
employed.
Media Tactics: Selecting and Scheduling Media Vehicles
• Once the general media strategy is determined, the media planner can select and
schedule particular media vehicles. To determine which broad class of media best
fulfills the criteria (intermedia comparisons).
• Criteria for Selecting Individual Media Vehicles
 Overall Campaign Objectives and Strategy
- The media planner's first job is to review the nature of the product or service, the
intended objectives and strategies, and the primary and secondary target markets
and audiences. The characteristics of the product often suggest a suitable choice.
The content and editorial policy of the media vehicle and its compatibility with the
product are important considerations.
- Consumers choose a particular media vehicle because they gain some "reward":
self-improvement financial advice, career guidance, or simply news and
entertainment.
 Characteristics of Media Audiences (tot. no. of people exposed to a medium)
- An audience is the. The planner needs to know how closely the medium's audience
matches the profile of the target market and how interested prospective customers
are in the publication or program.
- The content of the medium usually determines the type of people in the audience.
• Exposure, Attention, and Motivation Value of Media Vehicles
• The media planner has to select media that will not only achieve the desired
exposure to the target audience, but also attract attention and motivate people to act.
• Exposure: To understand the concept of exposure value, think of how many people
an ad "sees"? Comparing the exposure value of different media vehicles, therefore,
is very difficult. Without statistics, media planners have to use their best judgment
based on experience.
• Five main factors affect the probability of ad exposure:
1. The senses used to perceive messages from the medium
2. How much and what kind of attention the medium requires
3. Whether the medium is an information source or a diversion
4. Whether the medium or program aims at a general or a specialized audience
5. The placement of the ad in the vehicle

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Cost Efficiency of Media Vehicles
Finally, media planners analyze the cost efficiency of each medium. A common term used in media planning
and buying is cost per thousand, or CPM (M is the Roman numeral for 1,000). If a daily newspaper has 300,000
subscribers and charges $5,000 for a full-page ad, the cost per thousand is the cost divided by the number of
thousands of people in the audience. Since there are 300 thousand subscribers, you divide $5,000 by 300:

However, media planners are more interested in cost efficiency-the cost of exposing the message to the target
audience rather than to the total circulation. Let's say the target audience is males ages 18 to 49, and 40 percent
of a weekly newspaper's subscriber base of 250,000 fits this category. If the paper charges $3,000 for a full-
page ad, the CPM is computed as follows:

Comparing different media by CPMs is important but does not take into account each medium's other
advantages and disadvantages. The media planner must evaluate all the criteria to determine
1. How much of each medium's audience matches the target audience, also described as composition.
2. How each medium satisfies the campaign's objectives and strategy.
3. How well each medium offers attention, exposure, and motivation.
To evaluate some of these issues in broadcast, the media planner may want to calculate the cost per point (CPP)
of different programs. This is done the same way as cost per thousand, except you divide the cost by the rating
points instead of the gross impressions.
The Synergy of Mixed Media
• A combination of media is called a mixed-media approach. There
are numerous reasons for using mixed media:
• To reach people who are unavailable through only one medium.
• To provide repeat exposure in a less expensive secondary medium
after attaining optimum reach in the first.
• To use the intrinsic value of an additional medium to extend the
creative effectiveness of the ad campaign
• To deliver coupons in print media when the primary vehicle is
broadcast.
• To produce synergy, where the total effect is greater than the sum
of its parts.
Methods for Scheduling Media
• After selecting the appropriate media vehicles, the media planner decides how
many space or time units to buy of each vehicle and schedules them for release
over a period of time when consumers are most apt to buy the product.
• Continuous, Flighting, and Pulsing Schedules
• To build continuity in a campaign, planners use three principal scheduling tactics:
continuous, flighting, and pulsing
• In a continuous schedule, advertising runs steadily and varies little over the
campaign period. It's the best way to build continuity..
• Flighting alternates periods of advertising with periods of no advertising. This
intermittent schedule makes sense for products and services that experience large
fluctuations in demand throughout the year (tax services, lawn-care products, cold
remediesThe third alternative, pulsing, mixes continuous and flighting strategies.
As the consumer's purchasing cycle gets longer, pulsing becomes more appropriate.
The advertiser maintains a low level of advertising all year but uses periodic pulses
to heavy up during peak selling periods.
Additional Scheduling Patterns
• For high-ticket items that require careful consideration,
bursting-running the same commercial every half hour on
the same network during prime time-can be effective.
• A variation is Road-blocking, buying air time on all
networks simultaneously.
• Digital Equipment used a scheduling tactic called blinking to
stretch its slim ad budget. To reach business executives, it
flooded the airwaves on Sundays (on both cable and network
TV channels) to make it virtually impossible to miss the ads.
• Once the scheduling criteria are determined, the media
planner creates a flowchart of the plan. The flowchart is a
graphic presentation of the total campaign to let the creative
department, media department, account services, and the
client see the pattern of media events that will occur
throughout the campaign, usually over one year.
Billiard Ball Principle

• .
• The economic effect of advertising is like the break shot in billiards or pool. The
moment a company begins to advertise, it sets off a chain reaction of economic
events. The extent of the chain reaction, although hard to predict, is related to the
force of the shot and the economic environment in which it occurred.
• The effect on the value of products
 Advertising can add value to a product in the consumer's mind by asserting the
brand's image.
 creates added value by educating customers on new uses for the product.
 offers people the opportunity to satisfy psychic/symbolic wants and needs.
• Effect on prices
 Although advertising can add value to a product and drive the price up, advertising
can keep prices down.
 Consumers ultimately pay to offset the advertiser's cost for promoting the product.
However, the cost for advertising is quite small when compared to the total cost of
the product.
 Mass consumption, encouraged by advertising, lowers the unit cost of products. .
 Historically, in industries subject to government price regulations (agriculture,
utilities), advertising has not effected prices. However, 1980s deregulation (an effort
to restore free-market pressures) generally drives down advertising prices.
• Effect on Competition
• Some believe advertising restricts competition because small companies can't
compete with the immense advertising budgets of large firms. If new brands could
not be promoted, how would consumers learn about choices that might better serve
their needs and wants?
• Intense competition can reduce the number of businesses in an industry. Least
effective firms serving customer are eliminated by competition.
• These are typically the real barriers to entry(installation cost,…, not advertising.
• Advertising by big companies often has only a limited effect on small businesses
because a single advertiser is rarely large enough to dominate the whole country. In
fact, the freedom to advertise encourages more sellers to enter the market. And
we've all seen non-advertised brands.
• Effect on Consumer Demand
• The question of advertising's effect on total consumer demand is complex. Many
studies show that promotional activity affects aggregate consumption, but they
disagree as to the extent. Social and economic forces, including technological
advances, the population's educational level, increases in population and income,
and changes in lifestyle, are more significant.
• Effect on Consumer Choice
 The best way for a manufacturer to beat the competition is to make a unique
product. The freedom to advertise encourages businesses to create new brands
and improve old ones. When one brand reaches market dominance, smaller
brands may disappear for a time.
 But the moment a better product comes along and is advertised skillfully, the
dominant brand loses out to the newer, better product. And that gives consumers
wider choices.
• Effect on the Business Cycle
 The relationship between advertising and gross domestic product has long been
debated. John Kenneth Galbraith, a perennial critic of advertising, acknowledges
that by helping maintain the flow of consumer demand, advertising helps sustain
employment and economic growth.
• Consumer demand is considered a pillar of a strong economy by some
economists. When business cycles are up, advertising contributes to the increase.
When business cycles are down, advertising may act as a stabilizing force by
encouraging more buyers to buy.

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ADVERTISING BUDGETING PROCESS

PRESENTED BY:RAVEENA SHARMA

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METHOD OF SPEND ON ADVERTISING
• Percentage Of Sales

• Share Of Market/Share Of Voice Method


Share of Voice = Brand Advertising / Total Market
Advertising

• The Objective/Task Method


PERCENTAGE OF SALES

• Past Sale
• Estimated Future Sale
• Combination Of Past And Future Sale

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Share Of Voice Method

STEPS
• Choose your key word
• Choose your competitor
• Record the ranking for each key word
• Calculate the share voice of each word
• Calculate the overall share of voice
• Refining the calculation
Objective method/task method
• Businesses that use the objective and task method for determining
advertising expenses allocate the marketing budget based on set objectives.
To use this method, a company must define the desired results of
advertising and the strategies and tactics required to achieve these results
• Taking an objective approach to an issue means having due regard for the
known valid evidence (relevant facts, logical implications and viewpoints
and human purposes) pertaining to that issue. If relevant valid evidence is
denied, an objective approach is impossible.
Media mix
A media mix is the combination of
communication channels a business can use to
meet its marketing objectives. Typically, these
include newspapers, radio, television,
billboards, websites, email, direct mail, the
Internet and social media, such as Face book
or Twitter.
Elements of media mix
• TV
• Digital
• Print
• Radio
• Out of Home (OOH)
• Influencers
• Sponsorship
• online
Television
• King of media mix
• Overtaken by digital in 2016
• Acc to Forrester’s latest estimates based on its
Forecast View model. 24% of marketers are
planning on cutting back on TV budgets.

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Digital Advertising
• Businesses leverage digital channels such as
Google search, social media, email, and their
websites to connect with their current and
prospective customers.
Print media
• Uses physically printed media such as
magazine and newspaper
• 39% of marketers are planning on cutting
back on print in newspapers and 36% will cut
back on print magazines.
Radio
• Oldest form
• Information are in the form of audio
• 23% of marketers are expected to cut back on
radio advertising.
OOH(Out of Home)
• advertising that reaches the consumers while
they are outside their homes
• billboards, bus benches, interiors and
exteriors of buses, taxis and business vehicles,
Influencers
• popularity from celebrities and journalists to
bloggers and everyday consumers.
5 m,s in media strategy
• Market
• Methodology
• Money
• Mechanics
• media

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What is BDI and CDI?
• Brand Development Index (BDI) relates the percent of a brand's sales in a
market to the percent of the U.S. population in that same market. Category
Development Index (CDI) relates the percent of a category's sales in a
market to the percent of the U.S. population in that same market
• Brand Development Index or BDI quantifies how well a brand performs
within a market, compared with its average performance among all
markets. That is, it measures the relative sales strength of a brand within a
specific market (e.g., the Pepsi brand among 10–50-year-olds)
• Category Development Index (CDI) measures the sales performance of a
category of goods or services within a specific group, compared with its
average performance among all consumers

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Unit 8
Public Relation Practices in Nepal

Srijana Sapkota
Priyanka Udash

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Newspapers in Nepal

A paper that is printed and


distributed usually daily or
weekly in the form of folded
book of papers that contains
news, advertisements, opinion,
entertainment and other general
interest news.
Newspapers in Nepal
Types of Newspaper Number
Daily 676
Half Weekly 33
Weekly 2804
Fortnightly 463
Monthly 2214
Bimonthly 364
Three Monthly 609
Four Monthly 35
Half yearly 82
Yearly 90
Total 7370
Source: Economic Survey 2017
Newspapers in Nepal

• Among the registered newspaper


• Nepali 68%
• English 7%
• Nepali/English 18%
Evolution of Newspapers in Nepal
• Gorkha Bharat Jeevan
• Sudha Sagar
• Gorkha Patra

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GORKHA BHARAT JEEVAN

• Nepali magazine brought from Banaras


• First media outlet in Nepali language
• Ram Krishna Barma as founder editor
• Monthly Magazine
• Printed at Bharat Jeevan Press
• No uniformity on publication
SUDHA SAGAR

• Monthly magazine based on literature


• Published as first print media outlet
• Second publication in Nepali language
• Published in shrawan,1995 B.S
• Number of copies and issues were unknown

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GORKHAPATRA

• Published after two years and 10 months after the publication


of Sudha Sagar
• First printed in Baisakh 24,1958 B.S
• Newspaper development era in the history of Nepali
journalism
• First Nepali newspaper, second print publication and third
press publication in Nepali language
Practice of ATL and BTL in Nepal

• ATL- above the line


• BTL-below the line
• ATL-radio , television, newspaper, magazine
• BTL-trade fair, exhibition, display, prospectus, email
marketing, telemarketing
Advertising Policy and Practices in Nepal

• No special advertising act till date


• Government has already banned cigarette and liquor from
electronic media
• Government has spending huge amount of money for
advertising
• Hoarding board has already banned
• Clean feed is going to implement soon by the government
• Professional advertising like doctor, advocate, charter
accountant are banned
• Advertising business is increasing day by day
Continue….
• Most of the government ads are descriptive and straight in
nature
• Lack of creative ads
• Information overload in most of the advertising

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Trends of PR practice in Nepal

• Press conference
• Features articles
• Sponsored events
• Lobbying
• Donation etc.
Advertising Assosciation of
Nepal
Introduction
• Advertising Association of Nepal (AAN) is an
umbrella organization of advertising agencies and
other media related professional organization.
• It was registered in 1990.
• AAN represents in different media related
committees formed by Government of Nepal.
• Advertising Association of Nepal (AAN) is also
member of Asian Federation of Advertising
Associations (AFAA), Malaysia.
Functions
• Protect right and interest of advertising agencies,
advertising professionals and all the stakeholders of
advertisement profession
• Coordinate and keep harmony among advertisement
professionals, agencies, media houses and other
stakeholders of advertisement
• Create friendly environment between Media House and
advertisement sectors
• Create positive impact on economy through advertisement
business
• Establish and operate Training Institute with the objective
of providing knowledge in respect of advertisement and
media.

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