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CHAPTER 1 - Advertising as a Process
I. What is Advertising? Promotion
II. Advertising as a Communications Process
III. The Audiences for Advertising
a. Audience Categories
• Household consumers:
• Members of business organizations:
• Members of a trade channel:
• Professionals:
• Government officials and employees:
b. Audience Geography
• Global advertising:
• International advertising:
• National advertising:
• Regional advertising:
• Local advertising:
IV.
Advertising as a Business Process
1. The Role of Advertising in Marketing and Brand Promotion
2. Advertising’s Role in the Marketing Mix
3. The Role of Advertising in Brand Development and Management
• Information and persuasion:
• Introduction of a new brand or brand extensions: .
• Building and maintaining brand loyalty among consumers:
Brand loyalty
Brand equity
• Creating an image and meaning for the brand:
• Building and maintaining brand loyalty within the trade channel:
4. Advertising’s Role in Market Segmentation, Differentiation, and Positioning.
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Market segmentation:
Differentiation:
Positioning:
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Chapter 1: Advertising as a Process
External position:
Internal position:
5. Types of Advertising
• Primary demand stimulation:.
• Selective demand stimulation:
• Direct response advertising:
• Delayed response advertising:
• Corporate advertising:
6. The Economic Effects of Advertising
a. Advertising’s Effect on Gross Domestic Product. (GDP)
b. Advertising’s Effect on Business Cycles.
c. Advertising’s Effect on Competition.
d. Advertising’s Effect on Prices..
e. Advertising’s Effect on Value.
V. From Integrated Marketing Communications to Integrated Brand Promotion