Advertising & Integrated Brand Promotion Dr. Close

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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. - PowerPoint PPT Presentation


<p>Slide 1</p> <p>Advertising &amp; Integrated Brand Promotion Dr. Close</p> <p>11ObjectivesTo understand:What Advertising &amp; IBP Actually Are (&amp; what they are not!)the Advertising Communication ModelAudience ClassificationRole of Adv. In BusinessRole of Adv. In IBPIMC through the lens of branding</p> <p>2</p> <p>Branding Baby!Swiffer Brand Extention to Baby Market3</p> <p>The World of AdvertisingWe Need to have Perspective!Firms use advertising to build brandsFirms of all sizes need &amp; use advertisingAdvertising is 1 tool in Integrated Brand Promotion (IBP)Advertising &amp; promotion do not guarantee success+ &amp; - (mis-)perceptions about advertising &amp; promotion</p> <p>4Consumers Resist Authority</p> <p>5</p> <p>What is advertising?3 criteria must be met for a communication to be classified as advertising:The communication must be paid forThe communication must be delivered through mass mediaThe communication must be attempting to persuade61.6Example of Mass Media Advertising</p> <p>7Not An Example (Mockvertising)dont be fooled!</p> <p>81.7Not Advertising:SalesPromotion</p> <p>9</p> <p>Distinctions within AdvertisingAdvertisementsSpecific messages designed to persuade an audienceAdvertising CampaignAn integrated series of ads &amp; promotions that communicate a central theme or ideaIntegrated Brand Promotion (IBP)Coordinating promotional tools with advertising to build &amp; maintain brand awareness, identity, &amp; preference</p> <p>10</p> <p>Advertising as a Communications ProcessProduction: The advertiser &amp; social context determine ad content</p> <p>Accommodation &amp; negotiation: The ways in which consumers interpret ads</p> <p>Reception: The context of ad reception &amp; the audiences understanding of an ad result in a meaningful interpretation of the ad </p> <p>11Interpretation is Key(Dont assume they get it.)</p> <p>12Especially with Technology (huh?)</p> <p>13</p> <p>Audiences for AdvertisingHousehold ConsumersBusiness OrganizationsThe Trade ChannelProfessionalsGovernment14</p> <p>Audience GeographyGlobalInternational NationalRegionalLocal</p> <p>15</p> <p>Advertising as a Business Process: Role of Advertising in Marketing &amp; Brand PromotionAdvertising &amp; the marketing mixAdvertising in brand development &amp; management:Advertising in market segmentation, differentiation, &amp; positioningAdvertising in revenue &amp; profit generation</p> <p>It's a Great Time to Invest...16Which brand development &amp; management features are shown in this ad?</p> <p>17</p> <p>The Marketing Mix</p> <p>Perceived ValueProductPromotionPriceDistribution18</p> <p>Advertising in Brand Development &amp; ManagementInformation &amp; persuasionIntroduction of new brands--extensionsBuilding brand loyalty/brand equityCreating an image/meaningBuilding brand loyalty or community in the trade channel</p> <p>19Brand Community- HOG(they dont care what you think.) </p> <p>20</p> <p>Advertisings role in SDP marketingSegmentation(heterogeneous &gt; homogeneous)</p> <p>Differentiation(perceived as different or unique)PositioningDistinct from other brands</p> <p>Occupies a value level</p> <p>External niche vs. internal21</p> <p>Revenue &amp; Profit GenerationEconomies of scale: higher volume results in lower unit cost</p> <p>Brand loyalty leads to inelasticity of demand: less price sensitivity to demand22</p> <p>Types of AdvertisingPrimary demand stimulationSelective demand stimulationDirect response advertisingDelayed response advertisingCorporate advertising</p> <p>23Example of Corporate Advertising</p> <p>24Not an Example of Corporate Advertising</p> <p>25</p> <p>The Economic Effects of AdvertisingGross Domestic ProductBusiness CyclesCompetitionPricesValue</p> <p>26</p> <p>Integrated Brand Promotion (IBP)SpecialEventsTelevisionAdvertisingCouponsCoordinated promotional activities reinforce one another27Example of IBP- AxeAxes campaign for their Axe Unlimited with some tv commercials &amp; online components.The new TV spot leads to a Sim-like game.</p> <p>28</p> <p>Review/Questions?</p> <p>Understand:What Advertising &amp; IBP Actually Are (&amp; what they are not!)The Advertising Communication ModelAudience ClassificationRole of Adv. In BusinessRole of Adv. In IBPIMC through the lens of branding* (Next)</p> <p>29</p>