Marketing - Chapter 12

Advertising and Public Relations Overview

• Advertising effectiveness is influenced by various factors, making it challenging to measure advertising spending results accurately.
• Small firms may handle advertising through their sales department staff, while large companies may have their own advertising departments or work with advertising agencies.
• Advertising agencies provide marketing services, assisting companies in planning, preparing, implementing, and evaluating advertising programs, offering an outside perspective and extensive experience.
• International advertisers face complexities due to differing cultures, demographics, and economic conditions, leading to the need for global advertising strategies that balance standardization and adaptation.
• Global advertisers encounter challenges such as varying media costs and availability, advertising practices, diversity between countries, media characteristics, and regulations.
• Public Relations (PR) departments perform functions like press relations, product publicity, public affairs, lobbying, investor relations, and development to promote products, build relationships, and influence legislation.
• PR is used to promote products, people, places, ideas, organizations, and nations, aiming to build good relations with consumers, investors, the media, and communities.
• Advertising effectiveness is influenced by various factors, making it challenging to measure advertising spending results accurately.
• Small firms may handle advertising through their sales department staff, while large companies may have their own advertising departments or work with advertising agencies.
• Advertising agencies provide marketing services, assisting companies in planning, preparing, implementing, and evaluating advertising programs, offering an outside perspective and extensive experience.
• International advertisers face complexities due to differing cultures, demographics, and economic conditions, leading to the need for global advertising strategies that balance standardization and adaptation.
• Global advertisers encounter challenges such as varying media costs and availability, advertising practices, diversity between countries, media characteristics, and regulations.

Advertising and Public Relations Overview

• Measuring advertising effectiveness is challenging due to many uncontrollable factors.
• Small firms may use their sales department staff for advertising, while large companies have their own advertising departments or hire advertising agencies.
• Advertising agencies assist companies in planning, preparing, implementing, and evaluating advertising programs, bringing an outside point of view and experience.
• International advertisers face complexities in deciding the degree of adaptation for global advertising, balancing standardization benefits and drawbacks.
• Global advertisers face problems such as differing media costs, availability, advertising practices, and regulations across countries.
• Public relations departments perform functions such as press relations, product publicity, public affairs, lobbying, investor relations, and development.
• PR is used to promote products, people, ideas, organizations, and nations, to build good relations with consumers, investors, the media, and communities, and to rebuild interest in commodities for trade associations.