Chapter 2 The Big Picture: The Evolution of IMC

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Presentation transcript:

Chapter 2 The Big Picture: The Evolution of IMC William F. Arens Michael F. Weigold Christian Arens McGraw-Hill/Irwin Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights reserved.

Rees Howells (1879-1950)

Chapter Overview Explains the principles of free-market economics, the functions and effects of advertising, advertising as an economic tool, and the impact of advertising.

Chapter Objectives Explain the role of competition in free-market economics Discuss the functions advertising performs in a free market Understand branding and its benefits Identify milestones in advertising history Discuss how the role of advertising has changed Explore advertising’s impacts on society

Coke Polar Bear Commercial Coke Polar Bear Football Commercial Coke Border Commercial Coke India Commercial

Q. 1. What are four principles of Free-Market Economics?

Assumptions of Free Market Economics Self - Interest Complete Information Many Buyers & Sellers Absence of Externalities (Tata Nano)

Q. 2. What are the various functions and effects of advertising in a free economy?

Functions & Effects of Advertising Identify and differentiate products (branding) Communicate product features and availability Induce customers to try products and suggest reuse Stimulate product distribution Increase product use Build value, brand preference, loyalty Lower overall cost of sales

Personal Selling vs. Advertising Face-to-Face Sales Call = $170.00 To reach 15 million people = $2.55 Billion 30-second TV spot = $500,000.00 Cost of advertising to 15 million people = $30.00

Benefits of Strong Brands Premium pricing Price war protection Increases new product success Leverage for negotiating Attractive to partners Aid in dealing with crisis Recruit top talent Garner customer loyalty

Q. 3. Outline the evolution of advertising.

Evolution of Advertising Preindustrial Industrializing Industrial Postindustrial pre-1800 1800-1900 1900-1980 1980-present

Preindustrial Age of Advertising During this era, few could read Then. . . Chinese invented paper Gutenberg invented the printing press

Industrializing Age of Advertising Producers needed mass consumption to match mass production For the first time, it cost less to buy a product than to make it yourself Transportation breakthroughs facilitated distribution Increased need for mass marketing techniques

Industrial Age of Advertising Fresh markets for new, inexpensive brands of luxury and convenience goods Consumer packaged goods Catalogs mailed to rural areas Radio provides new medium Advertising becomes a profession

Golden Age of Advertising The Product Positioning Era Post WWII - 1970 Product differentiation Age of Television Market segmentation Positioning

Postindustrial Age of Advertising Consumers became aware of environmental sensitivity

Marketing Warfare Defensive Offensive Flanking Guerilla

Post Industrial Advertising Demarketing Cold War ends Multinational companies expand Traditional products aged Affluent baby boomers Increased competition among agencies The Internet and Facebook

Top Global Marketers [Insert Exhibit 2-4 (p. 49) here Position: 1.55” vertical, 0.5” horiz. Size: 8” wide]

Top Global Marketers

Global/Interactive Age Advertising becomes a world-wide enterprise

Global Interactive Age TV Remote Control Satellite and Cable TiVo Personal computers Smart phones The Web—iTunes, Hulu

Q.4. What are the effects of ethics on advertising?

Advertising as a Social Force Improves standard of living Raises awareness of product availability Imbues products with personality Enables us to communicate about ourselves by the products we buy

Advertising Ethics and Effects Ethical advertising can . . . Foster free press and nonprofits Foster understanding of social issues

Advertising Ethics and Effects On the other hand, advertising can be dishonest and unethical Puffery Advertising to children (vulnerable) Advertising legal but unhealthful products Encourage conformity Glorify Conspicuous consumption

Effects of Unethical Advertising Results in laws, regulations, and agencies Pure Food and Drug Act Federal Trade Commission Act Better Business Bureau Association of National Advertisers American Advertising Federation

Advertising Ethics and Effects Public service ads can shape attitudes