Advertising & Integrated Brand Promotion Dr. Close 1.
Post on 17-Dec-2015
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Advertising & Integrated Brand Promotion Dr. Close
1
Objectives
To understand:1. What Advertising & IBP Actually Are (& what
they are not!)2. the Advertising Communication Model3. Audience Classification4. Role of Adv. In Business5. Role of Adv. In IBP6. IMC through the lens of branding
Branding Baby!
Swiffer Brand Extention to Baby Market
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
Consumers Resist “Authority”
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
1.6
Example of Mass Media Advertising
Not An Example (Mockvertising)don’t be fooled!
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
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
Interpretation is Key(Don’t assume they get it.)
Especially with Technology (huh?)
Audiences for Advertising
• Household Consumers• Business Organizations• The Trade Channel• Professionals• Government
Audience Geography
GlobalInternational National
RegionalLocal
Advertising as a Business Process: Role of Advertising in Marketing & Brand Promotion
1. Advertising & the marketing mix2. Advertising in brand development & management:3. Advertising in market segmentation, differentiation, &
positioning4. Advertising in revenue & profit generation
It's a Great Time to Invest...
Which brand development & management features are shown in this ad?
Which brand development & management features are shown in this ad?
The Marketing Mix
Product
Promotion Price
Distribution
Advertising in Brand Development & Management
1. Information & persuasion2. Introduction of new brands--extensions3. Building brand loyalty/brand equity4. Creating an image/meaning5. Building brand loyalty or community in the
trade channel
Brand Community- HOG(they don’t care what you think.)
Advertising’s role in SDP marketing
Segmentation(heterogeneous > homogeneous)
Differentiation(perceived as different or unique)
Posi
tioni
ng
•Distinct from other brands
•Occupies a “value” level
•External niche vs. internal
Revenue & Profit Generation
1. Economies of scale: higher volume results in lower unit cost
2. Brand loyalty leads to inelasticity of demand: less price sensitivity to demand
Types of Advertising
1. Primary demand stimulation2. Selective demand stimulation3. Direct response advertising4. Delayed response advertising5. Corporate advertising
Example of Corporate Advertising
Not an Example of Corporate Advertising
The Economic Effects of Advertising
Gross Domestic ProductBusiness Cycles
CompetitionPricesValue
Integrated Brand Promotion (IBP)
SpecialEvents Television
Advertising
Coupons
Coordinated promotional activities reinforce one another
Example of IBP- Axe
• 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.
Review/Questions?
Understand:1. What Advertising & IBP Actually Are (& what
they are not!)2. The Advertising Communication Model3. Audience Classification4. Role of Adv. In Business5. Role of Adv. In IBP6. IMC through the lens of branding* (Next)
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