1. Book Review of Advertising and Integrated Brand Promotion
Presented to : Prof. Dr. Ahmed Shalaby
Presented by : Nermine Emad Awad

2. About The Book
The Book is called Advertising and Integrated Brand Promotion.
It is the 4th edition ( international student’s edition). With ISBN of
The publisher is Thomson South-Western which is a part of the Thomson Corporation where Thomson is the star logo and south-western are the trademarks used herein under license.
The book was printed in the United States of America.

3. About The Book
This text book provides the tools needed in order to be successful in advertising.
It is divided into five major parts.
The book is made out of 781 pages which includes the glossary and appendices.
The book is made out of 20 chapters.

4. About The Authors
Thomas C. O'Guinn is Professor of Advertising, Professor of Business Administration, and the Research Professor and Assistant Director of Consumer Communications Studies at the Institute of Communications Research University of Illinois at Urbana-Champaign. He received his Ph.D. in Communications and his M.A. and B.S. in Mass Communications from the University of Texas at Austin. He studies consumer behavior and its relationship to the mass media and is particularly interested in the sociological aspects of this relationship.

5. About The Authors Cont’d
Chris T. Allen is Professor of Marketing at the University of Cincinnati. He has also held faculty positions at Northwestern University and the University of Massachusetts at Amherst. Chris' Ph.D. is from Ohio State University. His research has examined the influence of affect and emotion in decision making and persuasion, and diverse questions about effective mass communication. It has appeared in outlets such as Journal of Marketing Research, Journal of Marketing, Journal of Consumer Research, Journalism Quarterly, and Journal of Advertising. He is a member of the editorial boards for Journal of Marketing, Journal of Consumer Research, Journal of Advertising, and the new, Web-based, Journal of Consumer and Market Research.

6. About the Authors Cont’d
Richard J. Semenik has recently been appointed the Dean of the Business Department at Montana State University. Previously, he was a Professor of Marketing at the David Eccles School of Business at the University of Utah. He received his Ph.D. from Ohio State University in 1976 in Marketing with specialty areas in advertising and consumer behavior. His MBA is from Michigan State University (1971) and his BBA is from the University of Michigan (1970). Rich is now Professor of Marketing in the David Eccles School of Business. He is also the Rosenblatt Faculty Scholar--an award granted for outstanding teaching. Since 1979, Rich has taught in programs outside the United States in Germany, the Netherlands, Mexico, France and Italy. His teaching focuses on marketing strategy, advertising, and social issues in marketing.

7. How will this book benefit you?
The book will help you to understand the advertisement business through the :-
* Continued Emphasis on Brand Strategy: where this book was the first to adopt Integrated Brand Promotion (IBP), rather than Integrated Marketing Communications (IMC). Where IBP highlights how advertising and promotion are developed and deployed to build brand awareness and affinity. The entire advertising and promotion trade is focused on using promotional tools to build the brand, Advertising and Integrated Brand Promotion; 4e reflects the industry's emphasis. IBP is integrated throughout each chapter to emphasize the importance of building brand awareness in advertising.

8. What is IBP?
IBP (integrated Brand Promotion) -is a bigger issue than advertising- where it is the use of many promotional tools, including advertising, in a coordinated manner to build and then maintain brand awareness, identity and preference.

9. How will this book benefit you? Cont’d
Compelling Fundamentals & Practical Structure: While setting the standard for coverage of new media topics, the text's strength lies in its compelling presentation of the fundamentals of advertising. This includes all the key issues involved in preparing a sound advertising plan. Advertising and Integrated Brand Promotion, 4e is structured in four logical parts that reflect the way advertising and IBP are developed and executed in practice — The Process, The Planning, The Preparation and The Placement—the 4 P's of Advertising.
"Global Issues": These features provide an insightful, real-world look at the numerous challenges advertisers face internationally. Global issues are one of the most frequently featured topics in the text, as business in general is changing through globalization.
"IBP" or "Integrated Brand Promotion": This book and the authors are committed to increase the awareness of IBP activities in the industry and the role advertising plays in the process. IBP boxes, found in most chapters, highlight interesting and important Integrated Brand Promotion programs or issues.

10. Parts of the book (Five Parts)
PART ONE: THE PROCESS: ADVERTISING AND INTEGRATED BRAND PROMOTION IN BUSINESS AND SOCIETY. PART TWO: THE PLANNING: ANALYZING THE ADVERTISING AND INTEGRATED BRAND PROMOTION ENVIRONMENT. PART THREE: PREPARING THE MESSAGE. PART FOUR: PLACING THE MESSAGE IN CONVENTIONAL AND NEW MEDIA. PART FIVE: INTEGRATED BRAND PROMOTION. Glossary. Name/Brand/Company Index. Subject Index. Credits.

11. Chapters of the book (20 Chapters)
1. The World of Advertising and Integrated Brand Promotion. 2. The Structure of the Advertising Industry: Advertisers, Advertising Agencies, and Support Organizations. 3. The Evolution of Promoting and Advertising Brands. 4. Social, Ethical, and Regulatory Aspects of Advertising. 5. Advertising, Integrated Brand Promotion and Consumer Behavior. 6. Market Segmentation, Positioning, and the Value Proposition. 7. Advertising and Promotion Research. 8. Planning Advertising and Integrated Brand Promotion. 9. Advertising Planning: An International Perspective. 10. Creativity, Advertising and the Brand. 11. Message Strategy. 12. Copywriting. 13. Art Direction and Production. 14. Media Strategy and Planning for Advertising and IBP. 15. Print, Television, and Radio. 16. Media Planning: Advertising on the Internet. 17. Support Media, Event Sponsorship, and Branded Entertainment. 18. Sales Promotion and Point of Purchase Advertising. 19. Direct Marketing. 20. Public Relations and Corporate Advertising.

12. Preparing The message (Part 3) Chapters from 10 to 13
Preparing the message is a very important topic in studying advertising because it raised the essential process and planning that made advertising a business communication tool.
Successful advertising can increase your brand's awareness levels in a specific target market, modify attitudes towards your brand, increase consumer comprehension levels and/or reinforce brand loyalty among your customers.
That is why advertising became a strategic issue because it is not so easy to develop a simple and at the same time remembered ad.

13. About Chapter 10 : creativity, advertising & the Brand
This chapter is all about Creativity which is the soul of advertising and branding.
It tickles a very important issue which is why does advertising needs creativity? The answer is so simple as creativity allows the customers to see the brand in new and desired ways. So it creates new concepts in the consumer minds as for example when anyone is thirsty he remembers to drink coca-cola or 7up.
For example: Labanita commercial which was really such a creative ideas to make cows talk & advertise their brand as well as Saida.

14. Cont Chapter 10
Creativity is a positive trait, gift and a way of seeing the world. Where creatives are unconventional, showing total commitment to their craft and they are “famous” in their own organizations
Howard Gardner studied seven creatives: like Freud, Einstein, Picasso, Gandhi & etc.
He found these common characteristics shared among them which are as follows:-
Self-confident, alert, unconventional, hardworking, obsessive, observant.
The business world values creativity, but has a hard time deciding what it is.

15. How to Discourage Creativity?
Treat your audience like a statistic.
Have no philosophy
Analyze your creative effort as you do a research report.
Make the creative process professional
Say one thing and do another
Mix and match your campaigns
Blame the creatives for bad creative
Let your people imitate.
By these ways you can discourage creativity and may destroy it. So in order to keep creativity you should take care of these actions.

16. Chapter 11 : Message Strategy
Is one of the major components of the larger advertising and promotion advertising strategy.
It defines the goals of the advertiser/his objectives and how to achieve these goals.
So the message strategy consists of objectives and methods.
There are 9 message strategies presented in this chapter with the most common methods to achieve them.

17. Context of Message Strategy
Advertising Strategy
(Planning, Preparation, Placement)
Message Strategy
Objectives
Methods

18. Message Strategy: Objectives and Methods
Objective Methods
Promote brand recall
Repetition ads
Slogan and jingle ads
Link a key attribute to the brand name
Unique selling proposition (USP) ads

19. Objectives and Methods (cont’d)
Objective Method
Reason-why ads
Hard-sell ads
Comparison ads
Information-only ads
Testimonial ads
Demonstration ads
Advertorials
Infomercials
Persuade the consumer

20. Objectives and Methods Cont’d
Objective Method
Affective Association
Feel good ads
Humor ads
Scare the consumer into action
Fear-appeal ads
Change behavior by inducing anxiety
Anxiety ads

21. Objectives and Methods Cont’d
Objectives Methods
Transform consumption experiences
Transformational ads
Situate the brand socially
Slice-of-life ads
Product-brand placement
Short Internet Films
Define the brand image
Image ads

22. Conclusion on message strategy
Message development is where the advertising and IBP is a win or lose situation. And it is where real creativity exists.
It is also where the creatives have to get into the minds of the consumers, realizing that the advertisement will be received by different people in different ways.
“Great messages are developed by people who can put themselves into the minds of their audience members and anticipate their response, leading them to the desired outcomes”.

23. Chapter 12 (Copywriting)
Is about the copywriting process and the importance of a good, hard-hitting copy in the development of print, radio and television advertising.
This chapter provides the guidelines fro writing headlines, subheads and body copy for print ads as well as the guidelines for writing radio and television copy.
It also discusses the common mistakes which are made by the copywriters concerning this issue.

24. Copywriting and the Creative Plan
Copywriting is the process of expressing the value and benefits a brand has to offer.
A creative plan is the guideline that specifies the message elements of advertising copy.

25. The Functions of Headlines
They are used to :-
Gives news about the brand
Emphasizes brand claims
Gives advice to the reader
Selects targeted prospects
Stimulates curiosity
Establishes tone & emotion
Identifies the brand

26. Guidelines for Headlines
In order for headlines to be more effective it should include the following specifications:-
Be persuasive
Appeal to self-interest
Inject maximum information
Limit to five-eight words
Include the brand name
Never change typeface
Never rely upon body copy
Keep it simple & familiar

27. Subheads
A Subhead: consists of a few words or a short sentence and usually appears below or above the headline.
Uses of Subhead:-
Include important information not communicated in the headline.
Communicate key selling points or information quickly.
Stimulate more complete reading of the ad.
Guidelines for using Subheads:-
The longer the body copy, the more appropriate the use of subheads.
Creative directors frequently minimize their use.

28. The Body Copy
It is the textual component of an advertisement which tells a more complete story of a brand.
Effective body copy is written in a fashion that takes advantage of and reinforce the headline and the subtitle.
Guidelines for using body copy:-
Use present tense
Use singular nouns and verbs
Use active verbs
Use familiar words and phrases
Vary sentence and paragraph length
Avoid clichés and superlatives

29. Writing Radio Copy Guidelines for writing radio copy:-
Radio listeners are not active
Radio has been called “verbal wallpaper”
Radio can be the “theater of the mind”
Formats are :-
Music Celebrity announcer
Dialog Announcement
Guidelines for writing radio copy:-
Use familiar language
Use short words and sentences
Stimulate the imagination
Repeat the product name
Stress the main selling points
Use sound and music carefully
Tailor the copy to the time, place, and specific audience

30. Radio Production Process
1. Solicit bids from production houses
5. Edit the tape
2. Review bids, award job, submit estimate
6. Review the production with the advertiser
3. Select the talent
7. Mix the sound
4. Plan special elements, produce the tape
8. Duplicate the tape and ship to stations

31. Writing Copy for TV Can create a mood
Opportunity to demonstrate with action
Words should not stand alone—use visuals/special effects
Precisely coordinate audio/visual
Television Advertising Formats:-
Demonstration Problem and solution
Music and song Spokesperson
Dialogue Narrative
Guidelines for Writing TV Copy:-
Use the video
Support the video
Coordinate the audio with the video
Entertain but sell the product
Be flexible
Reflect the brand’s personality and image
Build campaigns

32. Slogans Are Short phrases which are used to . . .
Increase memorability about a certain product or brand.
Help establish an image, identity or position for a brand or organization
Good slogans can:-
Be an integral part of brand’s image
Act as shorthand identification for the brand
Provide information about the brand’s benefits

33. Common Mistakes in Copywriting
Vagueness in using words which sometimes makes delivering the intended message to the customers unclear.
Wordiness: using bulk and difficult words
Creativity for creativity’s sake

34. Chapter 13 : Art Direction and Production
Is about the art direction and production where it includes how to create effective print advertisements that are designed for magazines, newspapers and direct marketing promotions.
This chapter also highlights the number of people outside the agency who facilitates the production effort.

35. Art Direction and Production
The Evolution from Words to Pictures was due to the Improved technology which really benefited much the ad business.
Advantages of visuals over text:-
Brand images are built better with visuals.
Visuals can be protected legally.
Visuals are more portable than words across cultures.
Visuals allow placing the brand in a social context.

36. What is meant by illustration?
It is the actual drawing, painting, photography, or computer-generated art in the ad.
Its Purposes is to:-
Attract attention
Make the brand heroic
Communicate product features or benefits
Create a mood, feeling, or image to the ad.
Stimulate reading of the body copy
Create the social context for the brand

37. Components of illustration
Are:-
Size - Colour medium.
Illustration Formats:-
Means how the product or brand will appear as part of the illustration which must be consistent with the copy strategy.
Formats are used for:-
Emphasizing the social context or meaning of the product.

38. Strategic and Creative Impact of Illustration (Uses)
Attracts attention of target segment and stimulates information processing.
Communicates brand value relative to target’s decision making criteria.
Visually presents the creative strategy of the brand or the product.
Creates a mood for the brand
Creates an image for the brand
Makes concrete the values and benefits of the brand that may be intangible.

39. What is the Design?
It is the structure and plan behind the structure for the aesthetic and stylistic aspects of a print advertisement
Art Direction in Television Advertising:-
TV has changed the face of advertising.
TV is about moving visuals.
It can leave impressions, set moods, tell stories.
It gets you to notice the brand.
TV production is complex, with many people and requires tremendous organizational skills as well as financial resources.

40. Creative Guidelines for TV Advertising
In order for your ad to be effective in the television it must have the following characteristics:-
Use an attention-getting opening
Emphasize the visual
Coordinate the audio with the visual
Persuade as well as entertain
Show the product

41. Production Process for TV Advertising
There are 3 stages for the adv. Process in the television which can be described as follows:-
Preproduction
Are the multiple activities that occur prior to filming the commercial.
Production (shoot)
Are the activities that occur during the filming.
Postproduction
Are the activities that occur after filming to set the commercial and make it ready for broadcasting.

42. Stages for preproduction
Storyboard and
script approval
Review of bids from production houses and other suppliers
Budget approval
Creation of a
production timetable
Assessment of directors, editorial houses, and
music suppliers
Selection of location,
sets, and cast

43. Postproduction Process
Screen dailies
Edit film
Record announcer
Produce search track
Record music
Review rough cut (agency)
Mix film and sound
Review rough cut (advertiser)
Transfer film to videotape
Edit offline
Prepare copies of tape
Edit online
Send tapes to TV stations

44. Thank You