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Introduction to Advertising & IMC. Defining Advertising. Paid Communication Informs, persuades or reminds Mass Audience Target Media-driven. Basic Elements of the Promotional Mix. Advertising. Personal Selling. Direct Marketing. Direct Marketing. Interactive/ Internet Marketing.

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Presentation Transcript
defining advertising
Defining Advertising
  • Paid Communication
  • Informs, persuades or reminds
  • Mass Audience Target
  • Media-driven
basic elements of the promotional mix
Basic Elements of the Promotional Mix

Advertising

Personal Selling

Direct Marketing

Direct Marketing

Interactive/

Internet Marketing

Interactive/

Internet Marketing

Sales Promotion

Sales Promotion

Publicity/Public

Relations

Publicity/Public

Relations

Advertising

defining advertising1
Defining Advertising

THE BRIGHT SIDE

“The lifeblood of our business.” - P&G executive

“Sometimes entertaining stuff that makes tv free.” - anonymous consumer

“A driving force behind the American economy.” - Adam Smith, Distinguished Economist

defining advertising2
Defining Advertising

THEDARKSIDE

“A shot in the dark. A necessary evil.” - anonymous executive

“An annoying interruption to my favorite tv show that makes my Big Mac more expensive.” - anonymous consumer

“…gets on everybody’s nerves… intrudes everywhere… and gets at you when you least expect or want it.” - Theodore Levitt, Marketing Academic

traditional approach to marketing communications

Sales

promotion

Direct

response

Packaging

Media

Adver-

tising

Point of

purchase

Public

relations

Publicity

Interactive

marketing

Direct

marketing

Special

events

Traditional Approach to Marketing Communications
contemporary imc approach

Sales

promotion

Direct

response

Packaging

Media

Adver-

tising

Point of

purchase

Public

relations

Publicity

Interactive

marketing

Direct

marketing

Special

events

Contemporary IMC Approach
defining imc
Defining IMC

IMC is a strategic business process used to plan, develop, execute and evaluate coordinated, measurable, persuasive brand communication programs with consumers, customers, prospects employees and other relevant external and internal audiences.

reasons for the growing importance of imc

From

Toward

Media advertising

Media advertising

Multiple forms of communication

Multiple forms of communication

Mass media

Mass media

Specialized media

Specialized media

Manufacturer dominance

Manufacturer dominance

Retailer dominance

Retailer dominance

General focus

Concept Driven Appeals

Data-based marketing

Data-driven marketing

Low agency accountability

Low agency accountability

Greater agency accountability

Greater agency accountability

Traditional compensation

Traditional compensation

Performance-based compensation

Performance-based compensation

Limited Internet availability

Widespread Internet availability

Reasons for the Growing Importance of IMC
imc audience contact tools

Broadcast media (TV/radio)

Print media (newspapers, magazines)

Public Relations/publicity

Internet/interactive

Out-of-home media

Direct

marketing

Personal selling

Sales Promotion

Point-of-purchase (displays, packaging)

Word-of-mouth

Events and sponsorship

Product placements (TV and movies)

IMC Audience Contact Tools

Target Audience