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JMC 313: PR & ADVERTISING PRODUCTION NOTES

What Is Public Relations?

Public relations is a strategic communication process companies, individuals, and

organization use to build mutually beneficial relationships with the public.

A public relations specialist drafts a specialized communication plan and uses media
and other direct and indirect mediums to create and maintain a positive brand image
and a strong relationship with the target audience.

Public relations is a strategised process of managing the release and spread of

organisation-related information to the public to maintain a favourable reputation of
the organisation and its brands. This process focuses on –

 What information should be released,

 How it should be drafted,
 How it should be released, and
 What media should be used to release the information (broadcast,
digital/online or print media).

Objective Of Public Relations?

The main objective of public relations is to maintain a positive reputation of the brand
and maintain a strategic relationship with the public, prospective customers, partners,
investors, employees and other stakeholders which leads to a positive image of the
brand and makes it seem honest, successful, important, and relevant.

Functions Of Public Relations

The main role of public relations is to promote the brand by using editorial content
appearing in print media, broadcast channels as well as online media.
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QUESTION….What is the role of public relations office in MMUST?

FUNCTIONS OF PUBLIC RELATIONS PRACTITIONERS

1. Research and data collection
2. Media relations
3. Keeping abreast of media or communication technology
4. Employee relations
5. Shareholders relations
6. Customer relations
7. Community relations
8. Government relations
9. Financial relations
10. Lobbying
11. Parliamentary relations
12. Corporate image advertising
13. Corporate social responsibility,

WHAT IS ADVERTISING..?

Advertising is a marketing strategy/tool involving paying for space to promote a

product, service, or cause. It is a means of communication with the users of a product
or service. The actual promotional messages are called advertisements, or ads for
short. Advertisements are messages paid for by those who send them and are intended
to inform or influence the consumers.
The goal of advertising is to reach people most likely to be willing to pay for a
company's products or services and entice them to buy.
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Relationship between PR, Marketing and Advertising

Advertising makes the product known, on the other hand, PR is meant to build an
image for the products. PR can be used in promoting the product. Nobody will buy a
bad product twice and part of making the product good and acceptable on market is
the work of the public relations officer.

Advertising is basically commercial; advertising is paid for communicating to get

publicity for the product or services. PR is not paid for in order to get publicity.
Advertising therefore is a marketing tool and a means of achieving communication.

Advertising helps to introduce a new product, to sustain an established product and to

create flow of traffic for a retail outlet, to secure sales leads, demarcate a service and
to promote a public cause. Thus, advertising promotes, increases sales (marketing).
A public relations professional uses advertising for corporate institutional purpose. He
uses the expertise of the advertising agency for copy writing purposes and for media
placement.

What are the purposes of product advertising?

The purpose of advertising is;
 to inform the consumers about their product and convince customers that a
company's services or products are the best,
 enhance the image of the company,
 point out and create a need for products or services,
 demonstrate new uses for established products,
 announce new products and programs/ Make known the product
 Improve sales of existing product/ service
 Product Advertisement should educate customers on:
i. What features the product has
ii. Why the consumers need the product
iii. How to use the product
iv. How consumers benefit from using the product
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The 3 main elements of any ad?

Elements have to be included in a product campaign highlighting the following:

 Audience Targeting. Before you begin creating your display advertising

campaign, it's absolutely critical to target your audience. It should tell why
they need the product .
 How they can benefit from it.
 Creative Design to motivate consumers
 A Clear Call-to-Action.
 Explain the benefit of the product/Service.

ROLE OF ADVERTISING IN PROMOTION OF A PRODUCT

1. Awareness:

To create awareness of the product or services such as brand name and price. The
awareness of the product or services can be created through highlighting the unique
features of the brand.

2. Information:

Advertising helps to inform the target audience about the product. Providing
information is closely related to creating awareness of the product. Potential
customers must know about a product, such as product features and uses.

Product information is very much required, especially when the product is introduced
in the market, or when product modification is undertaken. Proper product
information can help the consumers in their purchase decision.

3. Persuasion:

When business firms offer similar products, the firm must not only inform the
customers about the product’s availability, but also persuade them to buy it. Through
persuasive messages, the marketers try to provide reasons regarding the superiority of
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their products as compared to others available in the market. Persuasion can be

undertaken through creative advertising messages, product demonstration at trade
fairs, offering free gifts, premium offers and organizing contests.

4. Attitudes:

Promotion is required to build or reinforce attitudes in the minds of target audience.

The marketers expect the target audience to develop a favourable attitude towards
their brands. Positive attitude towards the brand helps to increase its sales. Through
promotional techniques like advertising, the marketer can correct negative attitude
towards the product, if any. Negative attitude can also be corrected through public
relations and advertising.

5. Reminder:

If target customers already have a positive attitude towards a firm’s product or service,
then a reminder objective may be necessary. The reminder objective is necessary
because the satisfied customers can be targets for competitors’ appeals. Well-
established brands need to remind the customers about their presence in the market.
For instance,

6. Brand Loyalty:

Advertising helps to develop brand loyalty. Brand loyalty results in repeat purchases
and favourable recommendations to others by existing customers. Sales promotion,
effective personal selling, timely and efficient direct marketing, and other techniques
help to develop brand loyalty.

7. Brand Image:

An advertiser helps to develop a good image of the brand in the minds of target
audience. There are several factors that can be of help to audience.

There are several factors, such as the character of the personality that endorses the
brand, the content of the advertising message, the nature and type of packaging and
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the type of programs or events sponsored, that can help to develop brand image in the
minds of target audience.

8. Counter Competitors’ Claims:

The marketer may counter the claims made by the major competitors. For instance,
competitive advertising is undertaken to counter the claims made by competitors
either directly or indirectly. With the help of creative advertising, the marketers can
claim the superiority of their brand. The marketer may also undertake aggressive sales
promotion to counter the competition in the market.

9. Expansion of Markets:

Successful ads results in expansion of the markets. A marketer may intend to expand
markets from the local level to the regional level, from the regional level to the
national level, and from the national level to the international level. For this purpose,
the marketer may undertake various techniques of promotion.

10. Educating the Customers:

Promotion may be undertaken to educate the customers. For instance, some of the
advertising is undertaken to educate the audience regarding the use of the product,
handling operations, and so on. Public awareness campaigns also educate the public
regarding the negative effects of noise, air and dirt pollution, social evils, and so on.

TRADITIONAL VS. NON TRADITIONAL ADVERTISING

Print media were the primary outlets for advertising until the arrival of radio and
television broadcasting. These are the traditional advertising sources.

Digital/online ad platforms such as Google, Facebook, Instagram, and YouTube are

challenging them.

Common traditional advertising methods include:

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 Handouts are flyers or printed brochures that promote a product, a business,

an event, or a sale. They introduce the business to the public and are one of the
most straightforward means of advertising.
 Billboards come in many sizes and are placed in high-traffic areas so the
widest possible audience can view them. Their images and text are designed to
grab the public’s attention and impart information quickly, simply, and clearly.
 Direct mail is sent in the form of letters or postcards to potential customers
who live in a specific area. The messages help build awareness of a business
and its products.
 Print ads that appear in newspapers and magazines bring a company’s
message to a publication’s readers. The higher the publication’s circulation,
the wider the potential audience for the ad (and the higher the likely cost of the
ad).
 Event marketing distributes printed or digital material about a business and
its products at trade shows, conventions, conferences, fairs, festivals, and other
industry and consumer events. It relies on banners and signs to attract event
attendees’ attention.
 Broadcasting gets the business local or national recognition via commercials
that run on radio and television. The goal of the ads is to intrigue listeners and
viewers so they make an effort to find out more about the advertised product.

Digital ads differ significantly from their print and broadcast counterparts, but their
purpose remains to raise awareness of what’s being advertised and motivate some
change or action on the part of the target audience.

Examples of digital advertising follow:

i.Display advertising is typically in the form of banner ads that appear on websites
and in some smartphone apps. They can include video, audio, and interactive
elements in addition to static graphics and text.

ii.Paid search advertising appears in the results that Google, Bing, and other search
engines serve up. These text ads include a headline, short text description, and link to
the advertiser’s site.
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iii.Video advertising often appears before or during playback of videos that appear
on YouTube and similar sites. Tremendous growth is expected for video ads that run
on mobile phones.

iv.Social media advertising places ads on Facebook, Twitter, Instagram, Snapchat,

LinkedIn, tiktok and other social media. These ads benefit from social media users’
ability to share, comment on, and otherwise interact with the ads.

v.Native advertising is online content that matches the look and feel of the sites the
ads appear on. The ads are often in the form of reviews or product placements that
blend smoothly with other site content.

TYPES OF ADVERTISING

These represent the approaches that are most popular with businesses and that
have the broadest reach in attracting the eyeballs of consumers.

1. Paid Search Advertising

This is a marketing approach in which advertisers pay search engines to place their
ads in the search engine results pages (SERPs). When someone enters a search term in
Google or another search engine, the results that appear are a mix of organic results
that are returned because they’re deemed the most relevant to the search term and
paid results that typically appear in a box at the top of the results page and are
labeled as ads.

How Paid Search Ads Appear in Search Results

Paid search ads are served to people in the results of their searches on Google and
other search sites based on their relevance to the keywords entered in the search box.
Businesses bid on keywords in an auction setting based on the keywords’ relevance to
the product being advertised and the target audience for the ad.

2. Social Media Advertising

Businesses and organizations use ads delivered via Facebook, Twitter,

Instagram,tiktok and other social media platforms to target specific demographics.
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Social media advertising is a form of digital advertising that attempts to take

advantage of the heightened engagement of people on social media and the wealth of
information advertisers have about the people they’re targeting with their social media
ads.

How Companies Monitor Social Media for Marketing Purposes

Statista reports that 92% of companies worldwide are active on social media.A key
operation for marketing departments is to monitor social media for mentions of their
products and services, referred to as social media listening and engagement.

Companies use social media analytics tools to measure their reach, engagement, and
sales to a specific subset of the social media audience. Key features of analytics
products include audience segmentation, behavior and sentiment analysis, clustering
analysis, and share of voice (the prevalence and intensity of conversations about the
product, brand, or company).

By collecting data from social media platforms, advertisers can measure the results of
their decisions based on the number of likes, shares, follows, retweets, previews,
impressions, and other metrics.

These are among the goals of social media analytics for advertisers:

 Quickly identify trends related to brands and products.

 Track how the target audience is responding to ads and other marketing efforts
in real time.
 Gain greater insight into customers’ opinions about the products.
 Discover new high-value features and enhancements for the offerings.
 Find out how the messages of competitors are being received.

The Growing Importance of Social Media to Ad Campaign Success

Social media provides businesses with the largest potential audience for their
messages. Each of the major social media platforms has a unique audience and
purpose, so companies must focus on the social media their customers use most often.
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 Facebook has about 2.9 billion monthly users. A Facebook business account
includes numerous advertising tools and data analytics functions. Facebook
gives businesses an opportunity to engage with customers directly and to save
money on marketing.
 Instagram The service is primarily for sharing images and videos, making it
popular with young people. Instagram’s marketing tools for businesses include
Instagram Live and Instagram Stories, which let a company advertise its
products to audiences it couldn’t reach previously.
 Twitter The service lets businesses share images, videos, links, polls, and
short text messages to their followers. Using Twitter business accounts
requires knowing how to use hashtags, post images and polls, and use direct
messaging to handle problems.
 TikTok is a relatively new platform that’s especially popular with people in
their teens and 20s, and sometimes as young as 10. TikTok for businesses lets
companies share short videos, but to break through, clips need to resonate with
a young, discerning audience. The five types of advertising on the platform are
in-feed native content, TopViews, brand takeovers, branded hashtag
challenges, and branded effects.

3. Display Advertising

Display advertising is a form of digital advertising that uses banners and other visual
ad formats on webpages, on social media, and in applications. The most important
networks for display advertising are Google, Facebook, Twitter, and Instagram. Ads
appear on specific sites when visitors meet the criteria the advertiser sets:

 Keywords entered in search fields

 Demographic characteristics of the site visitor, as gleaned from data contained
in browser cookies and other sources
 The page topic or interest as determined by scanning its content and metadata

Display ads are used primarily to promote brand awareness rather than to prompt a
specific reaction.

4. Native Advertising
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Native advertising is a form of digital advertising in which ads have the look and feel
of editorial content on a webpage or in an application. The ads are effective because
they’re “nondisruptive”: They integrate seamlessly with the non-ad content that
appears on the site or in the app. While print media has long included ads in the form
of articles, the first native ads appeared in digital media in the early 2010s. In recent
years, this type of ad has grown tremendously in popularity.

The recommended articles and other promoted material that compose native ads are
designed to be non-intrusive, in contrast to standard web ads in the form of popups
and banners. The most popular forms of native advertising include:

 In-feed ads are placed in social media feeds and appear to be organic posts.
They’re usually labeled as promoted content at the top of the post. These ads
are typically found in content feeds from news sources such as CNN and
Forbes, as well as product feeds from commerce sites such as Amazon and
eBay.
 Sponsored content includes articles, posts, and other advertising content that
appears in a separate section of a site and is distinguished from the site’s own
content. Consumers tend to put more trust in these ads because they look like
standard content rather than ads.
 In-app reward videos combine an ad with streaming content that serves as a
reward for watching the ad. This format is popular with music services such as
Pandora and with game vendors that offer virtual currency for use in the game
or playing tips as rewards for viewing ads.

5. Print Advertising

The newest forms of digital advertising are finding innovative ways to complement
one of the oldest of advertising media: print.

The Benefits of Print Advertising Over Online Ads

Print ads remain as effective as ever, and they offer benefits that digital and broadcast
ads can’t match, such as the higher trust that people place in print ads, better recall of
print ads than digital ones, more permanence compared with the ethereal nature of
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digital ads, and the greater engagement that people experience with print ads. Print
media’s sustained popularity comes despite the rise of digital information sources, as
figures compiled by FinancesOnline indicate:

 95% of people younger than 25 read print magazines.

 82% of consumers trust print ads most when making buying decisions.
 Print readers typically spend 20 minutes or more reading a print publication
when they pick it up, while people on digital news sites usually are there for
less than 5 minutes.

6. Broadcast Advertising

Advertising revenue for traditional television and radio will continue to be affected by
the continuing shift of consumers from linear TV and radio — over the air (OTA),
cable, and satellite — to streaming digital broadcasts, which are referred to as over the
top (OTT). However, advertising broadcast over television and radio continues to
grow, albeit at rates lower than their streaming counterparts.

Digital audio advertising has gotten a big boost from online broadcast radio in the
form of AM/FM simulcasts, streaming music services, on-demand audio, and audio
content aggregators. Podcasts are a particular bright spot for this segment:

 Weekly podcast listeners play an average of seven podcasts each week.

 The number of podcasts available now exceeds 700,000; podcasts are recorded
in 100 different languages.
 More than half of podcast listeners (55%) report that they’ve purchased an
item they learned from a podcast.

ADVERTISING PRODUCTION

Advertising Production refers to skilled art in composition, graphic reproduction and

graphic design of advertisements.

Launching the Advertisement Process

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Use of rough sketches consisting of words and pictures kicks the ad making process
into high gear.

You’re most likely to get the “best results” when you make an advertisement of any
product after the following steps:

 Identifying your goal, or what you hope to achieve with the ad.
 Selecting your target audience, or the consumer who is most likely to buy your
product or service.
 Conducting research about your ideal customer, your competitors, current
market conditions and anything else that could affect the play of the ad.
 Choosing the media channel (or channels). Like many marketers, you may
choose to deliver a one-two punch by, say, sending a direct mail piece and
then following up a week later with an email.
 Setting a budget, which should become clearer after the media channels are
chosen.
 Designing and creating the ad itself by encouraging your best writer and
graphic designer to work in collaboration while respecting each other’s
respective strengths. As the boss, you’re entitled to set deadlines for first and
second drafts; just be certain that they’re realistic so that you don’t jeopardize
the entire production process.
 Pretesting the ad with representatives of your target audience, if there’s time.
A focus group is the forum that would allow you to ask specific questions
about the ad, giving you the opportunity to make changes.
 Placing (mailing or uploading) the ad by your do-or-die deadline.
 Evaluating the ad’s effectiveness, which means how much it bolstered sales
and customer inquiries.
 Tweaking future ads, if they're still relevant to your needs. This can be a huge
money and time saver rolled into one. It's also preferable to start with an
entirely new ad. For example, if you learn that customers engaged with your
headline but failed to act because the call to action confused them, change the
language and re-release the ad.

STAGES OF AD PRODUCTION
The process is divided into 4 major phases:
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Creative consultation , Pre-production, Production and Post-production

CREATIVE CONSULTATION:

Here the Designer come up with a creative brief to used as a guide.

In managing the creative phase of an advert, the following has to be considered:

The trick to navigating this part of the ad making process is to:

 Give the designer the time and space they need to create.
 Ensure your graphic designer has everything he needs to design the ad.
 Make sure they know exactly who to turn to for information to complete the
ad, if needed.

PRE-PRODUCTION STAGE:

Where planning, scripting and coordination takes place.

Performing a market analysis involves determining who your audience is. The
audience is the number and type of people your advertising targets. The audience can
be classified according to age, sex, income, occupation, etc. Performing this analysis
will help you to project costs and determine the right media for your campaign.

 Decide on apprioprate budget

 Conduct Market research
 Craft a message
 Decide what you are building
 A Blue-print showing the sketch of the advert: a
 Choose your platform/ publicity; Electronic media, on-line,….etc

A designer must have a check list as they create their fusion of words and pictures to
create awareness. Should have the following in place:
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 A unique selling proposition, abbreviated to USP in marketing circles. It could be

a boast (“Simply the best”) or a promise (“Fast, fresh and irresistible”). But it's
part of your small business brand and so ought to play a prominent role in your ad.
 A provocative headline, most difficult part of the ad to write because it should be
short, snappy and memorable.
 An offer – and not necessary a price discount but a pledge to do something
meaningful for a customer. Ads for many health products make offers constantly
– to help people lose weight, lower their cholesterol or blood pressure and rid
them of pain and discomfort. The offer should be genuine and credible.
 Emphasize benefits, not features. A chronic headache sufferer is more concerned
with how fast a product works than all the ingredients it contains.
 Information on where your product or service can be found. Even makers of high-
end jewelry take nothing for granted; they know it would be a waste of their ad
money to fail to tell consumers exactly where their watches, rings and earrings
can be purchased.
 A call to action, which many small-business owners sometimes fear is “pushy.”
In reality, it's not. Research shows that consumers respond when they're told what
to do. So tell them to “order by Dec. 31,” “click here” or call a certain phone
number to place an order.
 Eye-catching graphics. If the ad copy should “sing” (as writers say), then the
visual elements should make the ad “dance.

Consider too the Media objective;

The media objective is the goal of the media plan. To establish this objective, you
must determine your goal for reach, frequency, circulation, cost, and penetration.
Reach is the amount of people the message is in front of over a period of time.
Frequency is the average number of times the message is in front of those people.
Circulation is used for printed advertisements. This is the number of prints that are
produced and sent out. Cost is broken down into two different sections: cost per
thousand (CPM) and cost per person (CPP). It is important to understand the cost as
you are budgeting. The cost will tell you which form of media is the best option for
your business. Penetration is the number of audience members reached by the
advertising. The company must determine if it wants to take over a market or just
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reach a certain group prior to setting the penetration goals and strategies.

Setting the Strategy;

Now that you understand who you are marketing to and how much it will cost you,
you will need to make a decision about what type of media you will use. Some
options include Internet, television, radio, newspaper, consumer and business
publications, and interactive media platforms. Which option reaches the largest
audience? How often will it reach the audience? Does it fit in your budget?
Implementation

PRODUCTION STAGE; The Print Phase

Now you have a plan. It’s time to set it in motion.Here, you capture all the elements
that will be in the final Ad.

Even if the ad is being used primarily online, you may want to reproduce it in print
form for a direct mail piece, a brochure (which would probably require much more
copy) or a sell sheet. With any luck, you've developed a good business relationship
with an experienced, skillful printer who has a sharp eye for details.

Graphic Designer should be aware about the differences between printing an ad on an

offset or digital press, both in terms of quality and cost.

An offset often used for large print jobs, while a digital press is engaged for smaller
jobs.

Assuming that the process has begun with compatible design software and file
naming, BluePrints elements should include:
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 An accurate layout
 Compatible fonts
 Proper image
 Precise color
 File prep before a file is released for printing

Printers vary in their proofing procedures, but many offer a three-step review:

 A PDF proof
 A hard copy proof
 An on-location check

If it is a TV/ Radio AD, entails actual shooting and or recording, then editing the
advert..where all the elements get edited together and combined to create the final
advert.

POST PRODUCTION

Everything between production and final master copy falls here.

Then follows proof reading and or previewing the Ad, ready for circulation.

Proofs, Layouts & Storyboards

Each medium has its own parameters to follow for the advertisement.

For example, if one decides to advertising using magazines and newspapers, he/she
will need to decide what publications the ad run in and follow their specifications
about such factors as size, colors, deadlines and cost.

Selection of the art suitable for the ad and write copy need to be done to tell readers
about the product/service. During this period, one may go through several proofs to
finely tune the ad. Revision of each proof is done carefully to confirm that the
message is clear and contains the information needed to be shared with the customers.

Many television/ Radio stations have in-house production executives who can help
produce a spot if one is purchasing advertising time on their station
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Now it’s time to set the Ad in motion. This is when you buy media. Media buying is
the purchasing of the space in the selected media. This involves committing to the
media provider, submitting the ad, and paying the bill. This is the exciting part. You
see all your hard work come together.

PLANNING OF AN ADVERTISING CAMPAIGN

Organization of an Advertising Campaign

Advertising campaign is the set of promotional activities, developed in accordance
with the marketing program and aimed at consumers, representing appropriate market
segments, in order to cause their reaction and find a solution for the strategic or
tactical objectives of a company. (Evans & Berman, 1995).

Specification of separate activities during the campaigns depends primarily on the

marketing strategy, which can be expressed, for example,
 by capturing the overall market,
 its share or segment; introduction into a new niche; retention of previously
captured market positions.
 Marketing infrastructure,
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 human and technical resources,

 established level of communication and
 information supply are all worth
considering.

Manufacturer can count on the high efficiency of advertising campaigns only if:
 firstly, they are prepared and carried out on the basis of preliminary studies,
taking into account the dynamic nature of the market.
 Secondly, promotional products are reasonably created, memorable and properly
acting on a pre-selected consumer audience.
 Thirdly, a sufficiently broad publication is provided by advertising means
that are most appropriate for the task.
Fourthly, the events in different places and at different levels of sales activity are
coordinated. (Hopkins, 1966)

Each advertising campaign consists of three main stages:

The preparatory stage

This is the most important one because two others depend on it, as well as the success
of an advertising campaign in general. The preparatory phase includes planning of an
advertising campaign. Planning considers the situation around the product on the
market, and determines the cost of advertising. After choosing the types and methods
of distribution and calculating the volume of advertising, it is easy to calculate the
cost of purchased place or time for it. (Evans & Berman, 1995).13

When planning the advertising campaigns it is taken into account that the success
of market activity depends not only on successful advertising, but also on factors
that characterize the product: the product's functionality, price and competitors.

Choosing Time for Promotional Activities

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It is good to have an idea how to carry out advertising campaigns in different time
periods. Promotional activities may be periodic (before big holidays) or sporadic (as a
response to changes in demand, changes of market conditions, etc.).

Promotional activities can also be planned for any special occasions, for example,
new products, price change of existing products on the market, opening of new
branches for the sale. (Samarina & Kalugina, 1999) In those cases, if the trade
turnover has dynamic seasonal changes, the advertising policy provides the following
strategies.
seasonal advertising

GRAPH 1. Promotional strategies for turnover growth (source: author)

In this graph W is the cost of turnover; w describes the cost of advertising issues,
making a share of W depending on the product specifications; w * is advertising,
the intensity of which remains at the same level. The impact of advertising on
sales or market share is quite measurable.
The release of promotional products remains at the same level, i.e. promotional
materials are produced uniformly over the same period of time, if the seasonal
nature of the turnover dynamics cannot be changed.

Changes in the release of promotional products follow the changes in sales of goods,
i.e. the use of seasonal advertising. Dynamics of the release of promotional products
follows the changes in circulation in the form of anti seasonal advertising. While the
first two types of advertising have serious disadvantages (the intensity of one stays at
a certain level and the dynamics of intensity of the other coincides with the dynamics
of turnover), anti seasonal advertising has many advantages. Thus, the stability of the
sales volumes increases by smoothing the turnover peaks and increasing the demand
in those periods when it has traditionally low

Advertising Department or Professional Advertising Agency?

For the organization of promotional activities the firm can use its own advertising
department or an external advertising agency. This planning stage is one of the most
important because it determines the degree and form of manager participation in the
implementation of the plan of an advertising campaign. A further planning process or
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the process of implementation of the plan may be fully or partially delegated to the
marketing department or advertising agency. In order to make a decision on the
establishment of responsibilities manager should understand the advantages and
restrictions of every possible option. (Hopkins, 1966).

Promotional activities in an organization can be implemented by one of the

organization's employees. It can be an employee of the sales department, the deputy
head of the organization, the chief executive or a specially assigned person -
advertising manager.

Direct appeal to the advertising media can be used in small firms, with a small amount
of promotional activities or limited use of advertising media. With the constant
reference to advertising media a special advertising department is organized. (Lambin,
1966).

The department takes the functions of preparing the budget, preparing advertising
messages or orders them from third-party organizations (usually specialized
advertising agencies), using and monitoring the advertising media, evaluating the
effectiveness of promotional activities. When power is delegated to the advertising
department advertising manager’s duties vary significantly. His/her responsibilities
will include the management of the advertising department. At the organization of
large-scale regional or national advertising campaigns, advertiser refers to advertising
media through advertising agency. An advertising agency can offer the services of
marketing research, organization of advertising campaigns and a set of measures for
public relations.

In large firms advertising departments usually work with an advertising agency. The
functions of the advertising department in such cases include the development of the
overall budget for the advertising agency, approval of campaigns offered by the
agency, control and analysis functions, activities for the direct mail advertising,
advertising design of the dealer institutions and the implementation of other forms of
advertising that advertising agencies do not usually do by themselves. (Hopkins,
1966).
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Obviously, the main problem arises in the choice between relying on an advertising
agency and creating your own advertising department. When making such decision
managers usually consider different factors. There are many reasons why advertisers
usually prefer to create their own advertising department. The first reason is that the
company has more confidence in their staff than in an external advertising agency. In
such case managers suggest that employees are more likely to defend the interests of
their company than some external organization.

The second reason is that advertising departments are more manageable than the
advertising agency, whose leaders can have their own views on the organization of the
advertising process other than the advertiser. The third reason is to save money, which
you can get when placing orders directly to the producers of advertising services. The
fourth reason may lie in the specificity of the advertiser’s activities that sometimes
cannot be appreciated by other organization. (Lambin, 1966).

The reasons why advertisers prefer to turn to advertising agencies:

The first reason is the independence of the agency. It works with many clients and
has certain responsibilities. Aimed to give the best quality service to each advertiser,
the agency is not obeyed to any of them. An independent agency has the opportunity
to look at the problem of the customer and give him an objective assessment. The
agency rather follows its own principles of creating an effective advertising than
obeys the whims of the customer organization. (Romat, 1997).

The second reason is the extensive knowledge and experience that the agency's
employees have acquired while working on different orders. Knowledge gained in
one industry is often useful to advertisers in other industries.

The third reason is that there are the best professionals working in the advertising
agencies. Even the largest customers find it more profitable to use this mass of
creative individuals.
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The fourth reason is that any savings that the customer can get with his own (in house)
advertising agency, as a rule, is less than the total value of high-quality service, which
he loses when refusing to cooperate with an independent agency.

The fifth reason is that in some cases cooperation with the agency saves money.
For purchasing advertising space and advertising time in large quantities the agencies
usually use a dual system of discounts: the commission which usually ranges from 10
to 15% of media tariffs and the discount for multiple advertising, which can reach
15% of media tariffs. Competing among themselves, the agencies seek to provide
more beneficial conditions for placing advertising in the media. (Lambin, 1966).

The sixth reason is that the agency has a great potential for the implementation of
low-skill "rough" and routine work, which inevitably arise in the organization during
the advertising process.

The seventh reason is the possibility of a temporary access to the advertising

agency for the duration of the advertising campaign.

IMPACT OF ADVERTISING ON CONSUMER BUYING BEHAVIOR

It is obvious that advertising borrows methods of impact to improve its own
efficiency. Not only because psychologists say so, if we analyze our buying behavior
by ourselves, we will realize that we are making a purchase, obeying some impulse:
we can think and hesitate for some time but finally we buy. A good advertising helps
such impulse to come out. Thus, advertising contributes to a trance with the buyer’s
manifestation of consumer pulse. (Scott, 2010).

"All sciences are important. But for advertisement the most important is a psychology.
It gives the basic parameters for the development of advertising concepts. And
professional skills of an adman should convert these psychological concepts into all
possible advertising forms. The adman should translate complex psychological
calculations to attractive language that everyone can understand”.
(Feofanov, 2004).
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Psychology of advertising
The majority of buyers have many of well-known stereotypes:
Deficit - always good and valuable. Good things cannot be too much. It is better if
the product exists in a in strictly limited quantities. One has only to organize an
advertising campaign: "There are only 10 "Porsche" cars left in the country!”. And
there are already several thousands of people signed up to buy it! These cars will be
bought up in two days. (Scott, 2010).
Expensive product - means a good product.
All traditional is good and worthy of purchase. Some vendors write on the bottles of
wine that it has been made since 18 ... year. Some Russian sellers are even making an
antique style to prove that their wine or vodka is really "classical”, even the label is
written in the old Russian style to emphasize the continuity of wine-making traditions.

Experts should always be trusted. For example, the medicine can be bought on
the market, and much cheaper. However, we used to buy it in pharmacy, considering
it to be real, effective (forgetting the large number of fake medicines sold by
pharmacies). Thus, the image of a man in a white robe works perfectly in any
advertising - not only drugs, but also chewing gum and toothpaste. For a long time
advertising has been using "geographical" and "nominal" principles. For example,
when choosing a good watch one probably prefers the goods of Swiss firm (no matter
if it says "made in China”). It is the same thing with names, the suit from «Hugo
Boss» will be bought much faster than the same suit with an unknown mark, while
there might be no actual difference in quality.

Using existing stereotypes is an advertising technology which always helps out the
adman. (Scott, 2010).

Manipulation in advertising
The basis of any advertising technology is the manipulation of consumer
behavior.Manipulation is always done secretly, because who, being in a right mind,
will agree to be forced to perform any acts. The most important thing is that the
choice we made will be considered by us as our own reasonable and balanced
decision.
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There are plenty of manipulation methods, for example, such techniques as

fragmentation and localization. When, for example, the most interesting article in
magazine is divided into several parts, which are scattered around the magazine.
Thus, the reader is forced to look through the whole magazine, including advertising
tabs. On TV the promotional tabs always interrupt the movie at the most interesting
scene, but as the viewer tends to see the end of the story, he is forced to watch the
advertising as well. (Fennis & Stroebe, 2010).

It is very effective and easy method of manipulation, especially in political

advertising, when carefully chosen rumors diluted by unrelated and insignificant
pieces of truth, presented on a background of foggy reasoning of some "experts" from
a little-known research institutes, are issued for a reasoned analysis of the situation.
(Fennis & Stroebe, 2010).

CAT.

In comprehending the process of production of an effective advert, develop a detailed

brochure of JMC department at MMUST. (30 Marks)

NB. The assignment should be printed , handed in after one week.