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Role of Advertising in an IMC Campaign

Role of Advertising in an IMC Campaign. IMCY Award Competition Workshop October 22, 2007 Presenter: Professor Sheila Wexler. Role of Advertising in an IMC Campaign. How do I use advertising to reach a particular target audience? Difference between B2B and B2C audiences.

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Role of Advertising in an IMC Campaign

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  1. Role of Advertising in an IMC Campaign IMCY Award Competition Workshop October 22, 2007 Presenter: Professor Sheila Wexler

  2. Role of Advertising in an IMC Campaign • How do I use advertising to reach a particular target audience? • Difference between B2B and B2C audiences

  3. Role of Advertising in an IMC Campaign Creative message strategy • Core identity • Features/benefits • Value proposition • USP

  4. Role of Advertising in an IMC Campaign Creative message strategy • Think • Feel • Do

  5. Role of Advertising in an IMC Campaign Media strategy • What do I know about the target audiences? • Where are they most likely to be found?

  6. Role of Advertising in an IMC Campaign Media strategy • Connect between an audience and a brand • Reinforce the brand’s image • Enable two-way communication and feedback

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