Transcript Chapter 1
Introduction to Advertising & IMC Defining Advertising • Paid Communication • Informs, persuades or reminds • Mass Audience Target • Media-driven Basic Elements of the Promotional Mix Personal Advertising Selling Direct Marketing Interactive/ Internet Marketing Sales Promotion Publicity/Public Relations Advertising 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 Advertising THE DARK SIDE “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 The Growth of Advertising and Promotion Expenditure in Billions of Dollars Advertising Outside U.S. U.S. Sales Promotion U.S. Advertising $0 $100 $200 $300 $400 Traditional Approach to Marketing Communications Point of purchase Special events Publicity Media Advertising Public relations Direct marketing Sales promotion Packaging Direct response Interactive marketing Contemporary IMC Approach Packaging Sales promotion Point of purchase Publicity Interactive marketing Media Advertising Direct marketing Direct response Public relations Special events 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 Multiple forms of communication Mass media Specialized media Manufacturer dominance Retailer dominance Concept Driven Appeals General focus Data-driven Data-based marketing Low agency accountability Greater agency accountability Traditional compensation Performance-based compensation Limited Internet availability Widespread Internet availability IMC Audience Contact Tools Broadcast media (TV/radio) Print media (newspapers, magazines) Public Relations/ publicity Out-of-home media Internet/ interactive Direct marketing Target Audience Personal selling Point-ofpurchase (displays, packaging) Sales Promotion Word-ofmouth Events and sponsorship Product placements (TV and movies)