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Chapter 1 Advertising as a process What is advertising? Three criteria must be met for a communication to classified as advertising: • The communication must be paid for • The communication must be delivered through mass media • The communication must be attempting to persuade Ch 1: The process 2 Distinctions Within advertising? • Advertisements – Specific messages designed to persuade an audience • Advertising Campaign – An integrated series of ads and promotions that communicate a central theme or idea • Integrated Brand Promotion (IBP) – Coordinating promotional tools to build and maintain brand awareness, identity, and preference Ch 1: The process 3 Is this political message an advertisement or a public service announcement? Advertising as a Communications Process • Production: The advertiser and social context determine ad content. • Accommodation and negotiation: The ways in which consumers interpret ads. • Reception: The context of ad reception and the audience’s understanding of an ad result in a meaningful interpretation of the ad. Ch 1: The process 5 Audiences for Advertising • • • • • Household Consumers Business Organizations The Trade Channel Professionals Government Ch 1: The process 6 Audience Geography Global International National Regional Local Ch 1: The process 7 This ad ran in Italy. Do you think this was a “global” ad or and “international” ad? What’s the difference? Advertising as a Business Process: Role of Advertising in Marketing and Brand Promotion 1. Advertising and the marketing mix 2. Advertising in brand development and management: 3. Advertising in market segmentation, differentiation, and positioning 4. Advertising in revenue and profit generation: Ch 1: The process 9 The Marketing Mix Product Promotion Distribution Price Ch 1: The process Advertising in Brand Development and Management 1. The Brand 2. Brand Extension 3. Brand Loyalty 4. Brand Equity Ch 1: The process Segmentation (heterogeneous > homogeneous) Differentiation (perceived as different or unique) Positioning Advertising’s role in SDP marketing •Distinct from other brands •Occupies a “value” level •External niche vs. internal Ch 1: The process Revenue and Profit Generation 1. Economies of scale 2. Inelasticity of demand Ch 1: The process Types of Advertising 1. 2. 3. 4. Primary demand stimulation Selective demand stimulation Direct response advertising Delayed response advertising 5. Corporate advertising Ch 1: The process 14 Is this ad an example of primary or selective demand stimulation? What’s the difference? Ch 1: The process 15 The Economic Effects of Advertising Gross Domestic Product Business Cycles Competition Prices Value Ch 1: The process 16 Integrated Brand Promotion (IBP) C o u p o n s Coordinated promotional events reinforce one another Ch 1: The process 17