1. Role of Advertising in an IMC Campaign IMCY Award Competition Workshop October 22, 2007 Presenter: Professor Sheila Wexler

2. Role of Advertising in an IMC Campaign n How do I use advertising to reach a particular target audience? n Difference between B2B and B2C audiences

3. Role of Advertising in an IMC Campaign Creative message strategy n Core identity n Features/benefits n Value proposition n USP

4. Role of Advertising in an IMC Campaign Creative message strategy n Think n Feel n Do

5. Role of Advertising in an IMC Campaign Media strategy n What do I know about the target audiences? n Where are they most likely to be found?

6. Role of Advertising in an IMC Campaign Media strategy n Connect between an audience and a brand n Reinforce the brand’s image n Enable two-way communication and feedback