Introduction to Advertising & IMC

1. Introduction to Advertising & IMC

2. Defining Advertising • Paid Communication • Informs, persuades or reminds • Mass Audience Target • Media-driven

3. 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

4. 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

5. 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

6. The Growth of Advertising and Promotion

7. 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

8. Sales promotion Direct response Packaging Media Adver- tising Point of purchase Public relations Publicity Interactive marketing Direct marketing Special events Contemporary IMC Approach

9. 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.

10. 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

11. 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