Set the ad budget.

5. Message decisions.In TV ads are used the following types of creative approaches:

1. Benefits approach

2. Involve the viewer, but no direct mention of benefits

3. Salience advertising

5. Media decisions.The 2 key media decisions are:

- Media class decision. Selecting media there are 5 considerations to be taken into account:

1. Creative factors (does this medium allow the communication targets to be realized?)

2. Size of ad budget

3. Relative cost per opportunity to see

4. Competitive activity

5. Views of the retail trade

- Media vehicle decision

Execute campaign

Evaluate ad effectiveness (pre-testing and post-testing are included)

Organizing for campaign development (a lot of useless stuff about the choice of agency on the page 552)

Public relations and sponsorship

PR – management of communications and relationships to establish goodwill and mutual understanding between an organization and its public.

Objectives, that can be accomplished by PR:

- Prestige and reputation

- promotion of products

- Dealing with issues and opportunities

- Goodwill of customers, employers, suppliers and distributors, government

- overcoming misconceptions

PR includes at least 4 spheres:

Media relations

communications about a product or organization by the placing of news about it in media without paying for it directly. Three key tasks of media relations are:

a. responding to requests from the media

b. supplying media with information considering organization

c. stimulate the media to carry information and viewpoint of organization

Characteristics of media relations:

1. The message has a high credibility

2. No direct media cost

3. Lose control of publication, content and timing

Lobbying

Corporate advertising

Promotes company as a whole, rather than a particular product or service.

Sponsorship

a business relationship between a provider of funds, resources and individual, event or organization which offers in return some rights and associations that may be used for commercial advantage. The 4 principal reasons for sponsorship are:

1. Gaining publicity

2. Creating entertainment opportunities

3. Improving community relations

4. Creating promotional opportunities

Which factors are to consider while choosing an object of sponsorship?

- Communication objectives (what are we trying to achieve?)

- Target Market

- Risk

- Promotional opportunities

- past record

- cost finally

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