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The specific message of advertising

• What features are unique to the marketer’s product or brand?

• What criteria do consumers take into consideration to evaluate different products or brands?

• How does the marketer’s products or brand rate compared to those of the competitors?

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Pre-programme evaluation

Potential success of the planned programme

– Historical success of similar programmes

– Measures of consumer awareness

– Measures of consumer reaction

– Measures of the carryover effect of the message

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Post-programme evaluation

Measure of the changes in demand and sales volume

Use of statistics and economics modelling techniques .

Using actual market data � estimation of the advertising response function .

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Role of Public Relations

- building awareness and a good image of a company

- monitoring media channels for public comments

- managing crisis

- building goodwill among an organization’s target market through the organization of special programs and events

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Public Relations – Key tools

- Media relations

- Media tours

- Newsletters

- Special events

- Speaking engagements

- Sponsorships

- Employee relations

- Community relations

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Trends in PR

PR = person to person contact

New trend � use of Internet for people to voice their opinions

– Blogs : reports on happenings at the company

– Forums : consumers opinions and questions about a product

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