Introduction to Advertising & IMC

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

Advertising Direct Marketing Interactive/ Internet Marketing Interactive/ Internet Marketing Sales Promotion Publicity/Public Relations Publicity/Public Relations Advertising Personal Selling Direct Marketing Interactive/ Internet Marketing Interactive/ Internet Marketing Sales Promotion Publicity/Public Relations Publicity/Public Relations Basic Elements of the Promotional Mix

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

Point of purchase Publicity Public relations Direct marketing Interactive marketing Special events Packaging Sales promotion Direct response Traditional Approach to Marketing Communications Media Adver- tising

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

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.

Traditional compensation Performance-based compensation Traditional compensation Performance-based compensation Media advertising Multiple forms of communication Mass media Specialized media Manufacturer dominance Retailer dominance General focus Data-based marketing Low agency accountability Greater agency accountability Limited Internet availability Widespread Internet availability Media advertising Multiple forms of communication Mass media Specialized media Manufacturer dominance Retailer dominance Concept Driven Appeals Data-driven marketing Low agency accountability Greater agency accountability Reasons for the Growing Importance of IMC FromToward

IMC Audience Contact Tools Target Audience Broadcast media (TV/radio) Print media (newspapers, magazines ) Public Relations/ publicity Internet/ interactive Direct marketing Direct marketing Sales Promotion Product placements (TV and movies) Events and sponsorship Word-of- mouth Point-of- purchase (displays, packaging) Personal selling Out-of-home media