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

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Presentation on theme: "Role of Advertising in an IMC Campaign IMCY Award Competition Workshop October 22, 2007 Presenter: Professor Sheila Wexler."— Presentation transcript:

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


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