ADVERTISING AND PUBLIC RELATIONS
ADVERTISING:
Advertising is a marketing strategy to sell a product or service. According to Kotler, P. "Advertising is any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor" (p.434). Advertising is a very important part of Marketing because through advertising companies can promote its services or products. There are different kinds of advertising, such as informative, persuasive, and reminder.
Informative advertising relies to the advertisement used to introduce a product or service. This kind of advertisement let customers know about its product, and how it benefits them in their lives.
Persuasive advertising relies to advertisement used generally to compare products and services from different companies. Companies persuade customers to buy its products when comparing with another brand. It could be supported for a thin line of ethics.
Reminder advertising relies on advertisement used to maintain a good business-relationship with customers.
A perfect example that helped me to understand these types of advertising was the article "Allstate: Bringing Mayhem to the Auto Insurance Advertising Wars," which is exposed in our Principles of Marketing textbook, pages 432-433. I reinforced my understanding of those concepts while analyzing that article to complete my fourth personal assignment (link added below).
Throughout Allstate's big campaign called Mayhem, the insurance company uses informative, persuasive, and reminder advertising objectives.
The informative objective helps the company to communicate customer value. It means that the insurance company makes feel customers important because the company is concerned about its customers’ safety and budget. The reading says, “Mayhem is right on his message: If you’ve got cut-rate insurance, you could be paying for this yourself” (p.433). It means that if a customer is not covered with a complete auto or home-insurance, the difference in money, when an unexpected bad situation arrives, must be afforded by his/her own pocket.
The persuasive objective helps Allstate to build its brand as a preference brand among population, to change its product’s perception among customers, persuade individuals to buy it in benefit of their own safety, and indirectly the campaign tells people to advertise the company by word of mouth. The Mayhem campaign has been a strong one. The reading says, “The Mayhem campaign quickly won many top ad industry awards. But perhaps a bigger indication of the campaign’s impact is the extent to which the character has become ingrained in pop culture” (p.433). As the reading expresses, the brand stayed freeze in the mind of population. Beyond that, the character was adapted by culture, making the advertising objective successful.
Also, under the reminder objective, Allstate reminds people that its product is totally needed for them. If people do not need the insurance policy right away, they will need it, anyway, in the future.
PUBLIC RELATIONS:
Public relations relies on the establishment of good relationships between companies and the community. Thus, companies build an image about itself and build credibility as well. According to Kotler, P. "Public Relations is used to promote products, people, places, ideas, activities, organizations, and even nations" (p.450).
It was easy to understand this concept through the analysis of McDonald's in personal assignment # 4 (see document attached below). McDonald’s added fruit, salad, vegetables, and coffee to its menu. It let McDonald’s to capture the attention of parents, who want to see their children eating a healthy meal, while they enjoy a cup of coffee. Strom, S. says that “The company promotes fruit and vegetables in ‘fun ways’ on its happy meals packaging, with advertising aimed at children to include messages about nutrition and well-being” (New York Times, 2013).
In fact, McDonald's is preparing itself to reinforce its business in a sustainable and profitable way. During the last decade, the government has sent to the population the message of fighting against obesity, especially in children. Some businesses, such as McDonald’s, and the school system in California, for example, have started changing their menus for healthier options, which help companies have a strong business-relationship with their customers down the road. Kotler, P. says “The key to building lasting customer relationship is to create superior customer value and satisfaction. Satisfied customers are more likely to be loyal customers and give the company a larger share of their business” (p.12).
link:
/uploads/4/2/0/0/42002341/bus306-81assignment4.docx
References:
Kotler, P., & Armstrong, G. (2014). Principles of Marketing. Upper Saddle River, NJ; Pearson.
Strom, Stephanie. (2013, September 23). With tastes growing healthier, McDonald’s aims to adapt its menu. New York Times. Retrieved November 15, 2014, from http://www.nytimes.com/2013/09/27/business/mcdonalds-moves-toward-a-healthier menu.html?_r=0
Advertising is a marketing strategy to sell a product or service. According to Kotler, P. "Advertising is any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor" (p.434). Advertising is a very important part of Marketing because through advertising companies can promote its services or products. There are different kinds of advertising, such as informative, persuasive, and reminder.
Informative advertising relies to the advertisement used to introduce a product or service. This kind of advertisement let customers know about its product, and how it benefits them in their lives.
Persuasive advertising relies to advertisement used generally to compare products and services from different companies. Companies persuade customers to buy its products when comparing with another brand. It could be supported for a thin line of ethics.
Reminder advertising relies on advertisement used to maintain a good business-relationship with customers.
A perfect example that helped me to understand these types of advertising was the article "Allstate: Bringing Mayhem to the Auto Insurance Advertising Wars," which is exposed in our Principles of Marketing textbook, pages 432-433. I reinforced my understanding of those concepts while analyzing that article to complete my fourth personal assignment (link added below).
Throughout Allstate's big campaign called Mayhem, the insurance company uses informative, persuasive, and reminder advertising objectives.
The informative objective helps the company to communicate customer value. It means that the insurance company makes feel customers important because the company is concerned about its customers’ safety and budget. The reading says, “Mayhem is right on his message: If you’ve got cut-rate insurance, you could be paying for this yourself” (p.433). It means that if a customer is not covered with a complete auto or home-insurance, the difference in money, when an unexpected bad situation arrives, must be afforded by his/her own pocket.
The persuasive objective helps Allstate to build its brand as a preference brand among population, to change its product’s perception among customers, persuade individuals to buy it in benefit of their own safety, and indirectly the campaign tells people to advertise the company by word of mouth. The Mayhem campaign has been a strong one. The reading says, “The Mayhem campaign quickly won many top ad industry awards. But perhaps a bigger indication of the campaign’s impact is the extent to which the character has become ingrained in pop culture” (p.433). As the reading expresses, the brand stayed freeze in the mind of population. Beyond that, the character was adapted by culture, making the advertising objective successful.
Also, under the reminder objective, Allstate reminds people that its product is totally needed for them. If people do not need the insurance policy right away, they will need it, anyway, in the future.
PUBLIC RELATIONS:
Public relations relies on the establishment of good relationships between companies and the community. Thus, companies build an image about itself and build credibility as well. According to Kotler, P. "Public Relations is used to promote products, people, places, ideas, activities, organizations, and even nations" (p.450).
It was easy to understand this concept through the analysis of McDonald's in personal assignment # 4 (see document attached below). McDonald’s added fruit, salad, vegetables, and coffee to its menu. It let McDonald’s to capture the attention of parents, who want to see their children eating a healthy meal, while they enjoy a cup of coffee. Strom, S. says that “The company promotes fruit and vegetables in ‘fun ways’ on its happy meals packaging, with advertising aimed at children to include messages about nutrition and well-being” (New York Times, 2013).
In fact, McDonald's is preparing itself to reinforce its business in a sustainable and profitable way. During the last decade, the government has sent to the population the message of fighting against obesity, especially in children. Some businesses, such as McDonald’s, and the school system in California, for example, have started changing their menus for healthier options, which help companies have a strong business-relationship with their customers down the road. Kotler, P. says “The key to building lasting customer relationship is to create superior customer value and satisfaction. Satisfied customers are more likely to be loyal customers and give the company a larger share of their business” (p.12).
link:
/uploads/4/2/0/0/42002341/bus306-81assignment4.docx
References:
Kotler, P., & Armstrong, G. (2014). Principles of Marketing. Upper Saddle River, NJ; Pearson.
Strom, Stephanie. (2013, September 23). With tastes growing healthier, McDonald’s aims to adapt its menu. New York Times. Retrieved November 15, 2014, from http://www.nytimes.com/2013/09/27/business/mcdonalds-moves-toward-a-healthier menu.html?_r=0