Principles of Marketing: Chapter 15 , Advertisement and Public Relation

This chapter is all about sub-types of Integrated marketing communication channels. The most important types are Advertisement and Public relations.

An advertisement is a form of paid promotion which you do to communicate your target audience. The three strategies of Advertisement are above the line, below the line and through the line. In Above the line we normally take advertisement because of its higher reach as well as cost. Below the line, we take newspaper, radio, which have limited reach and low cost. Lastly, with the evolution of technology, we included Through the line where digital marketing is used. This means cost and reach are variable in nature, you incur more cost you will get more reach and if you incur less cost you will get less reach. There are four types of advertisement.

1)Informative advertisement (when you introduce some new brand or positioned a new brand, you need to inform the customer about its features and benefits regarding it for e.g. Haleeb foods introduced Chaunsa Chaunsa (juice) they have used Asim Azhar as a celebrity to inform people about a new category extension of Haleeb food.
2)The comparative advertisement is basically when you subliminally or deliberately try to compare your product with competitor’s product. Surf Excel (Detergent) deliberately blurs Ariel (Detergent) in their advertisement to show their product is way better than Ariel's.
3)The persuasive advertisement is a type where you try to persuade your target audience by giving them facts and figure. Like Toyota Corolla launched their new corolla 1.6 Altis and they highlighted what is new in it and try to persuade their customers by using a tagline “book your Altis today”.
Lastly, we are going to focus on Reminder advertisement where you keep on reminding the customers about your brand but it can also be used in Public service messages like Polio vaccinations for children are very important.

Developing advertisement strategy is critically vital for companies to focus on. This means your message should have a strong piece of information through which customer can easily understand it and decode it as well. Dove creates very creative ads like “Everyone is beautiful” campaign. Similarly, when we see Pakistani ads, where we won’t find a strong advertisement message and less creativity as well. So for that firm, they should have a big idea and then carefully use the appeal and then smart fully execute it. "Slice of life" is an appeal where you show daily life problems like use Mortein spray to repel dengue from your house. The tone of the message is very important for the advertisement relating to Walls Icecream they will use positive tone and happiness but regarding cigarettes or Polio, they will use negative appeal to tell the customer it is wrong to consume these products.

Selecting advertisement media is a part where you focus on reach, frequency, and impact of your intended message. Reach, in a given amount of time how many people are exposed with your advertisement for e.g. your ad is about toothpaste and you show your ad on national television at 8:59 pm till 9:00 pm and approximately 6000 people were exposed to your ad.This mean your reach is 6000. Frequency is how many repetitively an average person is exposed to your ad. Using the above-mentioned scenario, if a person is exposed 20 times in 10 minutes, the frequency will be 20. Lastly, Impact is interviewing different random people about your ad and asking whether they want to purchase their product or not.?

Public relation is basically maintaining and sustaining good public. Basically, every company has their public relations department where their main task is to answer and control rumors or any bad word of mouth regarding their brand or company. For example, when lays (chips) were accused of using pig fat in the process of making chips. There P.R department came into action and used Junaid Jamshed (r.i.p) (A religious scholar) to endorse it and remove the rumors regarding it. It can be done through Newspapers, Social media, press conference or some sort of public service message.