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Advertising & Integrated Brand Promotion Dr. Close

1. Advertising & Integrated Brand Promotion Dr. Close. Objectives. To understand: What Advertising & IBP Actually Are (& what they are not!) the Advertising Communication Model Audience Classification Role of Adv. In Business Role of Adv. In IBP IMC through the lens of branding.

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Advertising & Integrated Brand Promotion Dr. Close

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  1. 1 Advertising & Integrated Brand Promotion Dr. Close

  2. Objectives To understand: • What Advertising & IBP Actually Are (& what they are not!) • the Advertising Communication Model • Audience Classification • Role of Adv. In Business • Role of Adv. In IBP • IMC through the lens of branding

  3. Branding Baby! Swiffer Brand Extention to Baby Market

  4. The World of Advertising We Need to have Perspective! • Firms use advertising to build brands • Firms of all sizes need & use advertising • Advertising is 1 tool in Integrated Brand Promotion (IBP) • Advertising & promotion do not guarantee success • + & - (mis-)perceptions about advertising & promotion

  5. Consumers Resist “Authority”

  6. What is advertising? 3 criteria must be met for a communication to be classified as advertising: • The communication must be paid for • The communication must be delivered through mass media • The communication must be attempting to persuade

  7. Example of Mass Media Advertising 1.6

  8. Not An Example (Mockvertising)don’t be fooled!

  9. Not Advertising: Sales Promotion 1.7

  10. Distinctions within Advertising • Advertisements • Specific messages designed to persuade an audience • Advertising Campaign • An integrated series of ads & promotions that communicate a central theme or idea • Integrated Brand Promotion (IBP) • Coordinating promotional tools with advertising to build & maintain brand awareness, identity, & preference

  11. Advertising as a Communications Process • Production: The advertiser & social context determine ad content • Accommodation & negotiation: The ways in which consumers interpret ads • Reception: The context of ad reception & the audience’s understanding of an ad result in a meaningful interpretation of the ad

  12. Interpretation is Key(Don’t assume they get it.)

  13. Especially with Technology (huh?)

  14. Audiences for Advertising • Household Consumers • Business Organizations • The Trade Channel • Professionals • Government

  15. Audience Geography Global International National Regional Local

  16. Advertising as a Business Process: Role of Advertising in Marketing & Brand Promotion • Advertising & the marketing mix • Advertising in brand development & management: • Advertising in market segmentation, differentiation, & positioning • Advertising in revenue & profit generation It's a Great Time to Invest...

  17. Which brand development & management features are shown in this ad?

  18. The Marketing Mix Product Distribution Perceived Value Promotion Price

  19. Advertising in Brand Development & Management • Information & persuasion • Introduction of new brands--extensions • Building brand loyalty/brand equity • Creating an image/meaning • Building brand loyalty or community in the trade channel

  20. Brand Community- HOG(they don’t care what you think.)

  21. Advertising’s role in SDP marketing Positioning Segmentation (heterogeneous > homogeneous) Differentiation (perceived as different or unique) • Distinct from other brands • Occupies a “value” level • External niche vs. internal

  22. Revenue & Profit Generation • Economies of scale: higher volume results in lower unit cost • Brand loyalty leads to inelasticity of demand: less price sensitivity to demand

  23. Types of Advertising • Primary demand stimulation • Selective demand stimulation • Direct response advertising • Delayed response advertising • Corporate advertising

  24. Example of Corporate Advertising

  25. Not an Example of Corporate Advertising

  26. The Economic Effects of Advertising Gross Domestic Product Business Cycles Competition Prices Value

  27. Special Events Television Advertising C o u p o n s Integrated Brand Promotion (IBP) Coordinated promotional activities reinforce one another

  28. Axe’s campaign for their Axe Unlimited with some tv commercials & online components. The new TV spot leads to www.mojomastergame.com a Sim-like game. Example of IBP- Axe

  29. Review/Questions? Understand: • What Advertising & IBP Actually Are (& what they are not!) • The Advertising Communication Model • Audience Classification • Role of Adv. In Business • Role of Adv. In IBP • IMC through the lens of branding* (Next)

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