Introduction to advertising & integrated marketing communication
description
Transcript of Introduction to advertising & integrated marketing communication
![Page 1: Introduction to advertising & integrated marketing communication](https://reader033.fdocuments.in/reader033/viewer/2022051210/54bd9d044a79598b658b4584/html5/thumbnails/1.jpg)
Introduction to Advertising
Prepared By
Nijaz N
![Page 2: Introduction to advertising & integrated marketing communication](https://reader033.fdocuments.in/reader033/viewer/2022051210/54bd9d044a79598b658b4584/html5/thumbnails/2.jpg)
2
Defining Modern Advertising
• Advertising is paid persuasive communication
• Uses non-personal mass media to reach broad audiences to
connect an identified sponsor with a target audience.
• According to American Marketing
Association:
“Advertising is any paid form of non-personal presentation and
promotion of ideas, goods and services by an identified sponsor.”
![Page 3: Introduction to advertising & integrated marketing communication](https://reader033.fdocuments.in/reader033/viewer/2022051210/54bd9d044a79598b658b4584/html5/thumbnails/3.jpg)
3
• Advertising includes the name
of a product or service and how
that product or service could
benefit the consumer, to
persuade potential customers
to purchase or to consume that
particular BRAND.
• Modern advertising developed
with the rise of mass
production in the late 19th and
early 20th centuries.
![Page 4: Introduction to advertising & integrated marketing communication](https://reader033.fdocuments.in/reader033/viewer/2022051210/54bd9d044a79598b658b4584/html5/thumbnails/4.jpg)
4
Five basic components:1. Paid communication2. Sponsor is identified3. Tries to persuade or
influence4. Reaches a large
audience5. Conveyed through
impersonal mass media
![Page 5: Introduction to advertising & integrated marketing communication](https://reader033.fdocuments.in/reader033/viewer/2022051210/54bd9d044a79598b658b4584/html5/thumbnails/5.jpg)
5
Basic Functions Of Advertising: 1. Inform Function2. Persuasive Function3. Reminder Function
The Functions of Advertising 1. Builds awareness of products and brands2. Creates a brand image3. Provides product and brand information4. Persuades people5. Provides incentives to take action6. Provides brand reminders7. Reinforces past purchases and brand
experiences
![Page 6: Introduction to advertising & integrated marketing communication](https://reader033.fdocuments.in/reader033/viewer/2022051210/54bd9d044a79598b658b4584/html5/thumbnails/6.jpg)
6
History & Evolution• Egyptians used papyrus
to make sales messages and wall posters.
• Commercial messages and political campaign displays have been found in the ruins of Pompeii and ancient Arabia.
![Page 7: Introduction to advertising & integrated marketing communication](https://reader033.fdocuments.in/reader033/viewer/2022051210/54bd9d044a79598b658b4584/html5/thumbnails/7.jpg)
7
History & Evolution• In 1704 The first newspaper advertisement, an announcement seeking a
buyer for an Oyster Bay, Long Island, estate, is published in the Boston
News-Letter.
• In June 1836, French newspaper La Presse was the first to include paid
advertising in its pages.
• Around 1840, Volney Palmer established a predecessor to advertising
agencies in Boston.
• The first radio commercial is credited to WEAF, New York on August 28,
1922 for the Queensboro real estate corporation.
• The world's first television advertisement was broadcast July 1, 1941. The
watchmaker Bulova paid $4 for a placement on New York station WNBT
before a baseball game.
![Page 8: Introduction to advertising & integrated marketing communication](https://reader033.fdocuments.in/reader033/viewer/2022051210/54bd9d044a79598b658b4584/html5/thumbnails/8.jpg)
8
Key Concepts of Advertising
• Strategy• Creative idea• Execution• Media
• The logic and planning behind the ad
• Advertisers develop ads to meet
objectives
• Advertisers direct ads to identified
audiences
• Advertisers create messages that speak
to the audience’s concerns
• Advertisers run ads in the most
effective media
![Page 9: Introduction to advertising & integrated marketing communication](https://reader033.fdocuments.in/reader033/viewer/2022051210/54bd9d044a79598b658b4584/html5/thumbnails/9.jpg)
9
Key Concepts of Advertising
• Strategy• Creative idea• Execution• Media
• The central idea that grabs the
consumer’s attention
• Creativity drives the entire field of
advertising
![Page 10: Introduction to advertising & integrated marketing communication](https://reader033.fdocuments.in/reader033/viewer/2022051210/54bd9d044a79598b658b4584/html5/thumbnails/10.jpg)
10
Key Concepts of Advertising
• Strategy• Creative idea• Execution• Media
• Effective ads adhere to the highest
production values in the industry
• Clients demand the best production the
budget allows
![Page 11: Introduction to advertising & integrated marketing communication](https://reader033.fdocuments.in/reader033/viewer/2022051210/54bd9d044a79598b658b4584/html5/thumbnails/11.jpg)
11
Key Concepts of Advertising
• Strategy• Creative idea• Execution• Media
• Communication channels that reach a
broad audience
• How to deliver the message is just as
important coming up with the creative
idea of the message
![Page 12: Introduction to advertising & integrated marketing communication](https://reader033.fdocuments.in/reader033/viewer/2022051210/54bd9d044a79598b658b4584/html5/thumbnails/12.jpg)
12
Roles of Advertising
• Marketing• Communication• Economic• Societal
• The process a business uses
to satisfy consumer needs by
providing goods and services
– Product category
– Target market
– Marketing mix
– Brand
![Page 13: Introduction to advertising & integrated marketing communication](https://reader033.fdocuments.in/reader033/viewer/2022051210/54bd9d044a79598b658b4584/html5/thumbnails/13.jpg)
13
Roles of Advertising
• Marketing• Communication• Economic• Societal
• Can reach a mass audience
• Introduces products
• Explains important
changes
• Reminds and reinforces
• Persuades
![Page 14: Introduction to advertising & integrated marketing communication](https://reader033.fdocuments.in/reader033/viewer/2022051210/54bd9d044a79598b658b4584/html5/thumbnails/14.jpg)
14
Roles of Advertising
• Marketing• Communication• Economic• Societal
• Moves from being informational
to creating demand
• Advertising is an objective
means for providing price-value
information, thereby creating a
more rational economy
![Page 15: Introduction to advertising & integrated marketing communication](https://reader033.fdocuments.in/reader033/viewer/2022051210/54bd9d044a79598b658b4584/html5/thumbnails/15.jpg)
15
Roles of Advertising
• Marketing• Communication• Economic• Societal
• Informs consumers about
innovations and issues
• Mirrors fashion and design trends
• Teaches consumers about new
products
• Helps shape consumer self-image
• Perpetuates self-expression
![Page 16: Introduction to advertising & integrated marketing communication](https://reader033.fdocuments.in/reader033/viewer/2022051210/54bd9d044a79598b658b4584/html5/thumbnails/16.jpg)
Prepared By
Nijaz N
![Page 17: Introduction to advertising & integrated marketing communication](https://reader033.fdocuments.in/reader033/viewer/2022051210/54bd9d044a79598b658b4584/html5/thumbnails/17.jpg)
17
Marketing Communications
Communications Platforms• Advertising
• any paid form of non-personal presentation by a sponsor
• Sales Promotion• personal presentations by a firm’s sales force
• Public relations• short term incentives to encourage sales
• Direct marketing• building good relations with various publics
• Personal selling• short term incentives to encourage sales
MarketingCommunication Mix
Marketing Communication Tools
![Page 18: Introduction to advertising & integrated marketing communication](https://reader033.fdocuments.in/reader033/viewer/2022051210/54bd9d044a79598b658b4584/html5/thumbnails/18.jpg)
18
The IMC Model Marketing Plan (Marketing Objectives &
Strategies)
Integrated Marketing
Promotion
DistributionProduct
PriceMarketing Mix
Elements
Employee Behavior, Word of Mouth, processes etc
IMC
Sales Promotion
PR/Publicity
Advertising
Events
Direct Marketing
Personal Selling
Com
mu
nic
atio
n M
ix
Elem
ents
![Page 19: Introduction to advertising & integrated marketing communication](https://reader033.fdocuments.in/reader033/viewer/2022051210/54bd9d044a79598b658b4584/html5/thumbnails/19.jpg)
19
IMC ---Examples
![Page 20: Introduction to advertising & integrated marketing communication](https://reader033.fdocuments.in/reader033/viewer/2022051210/54bd9d044a79598b658b4584/html5/thumbnails/20.jpg)
20
The Marketing Communications Mix ?
The specific mix of advertising,
personal selling, sales
promotion, and public relations
a company uses to pursue its
advertising and marketing
objectives.
![Page 21: Introduction to advertising & integrated marketing communication](https://reader033.fdocuments.in/reader033/viewer/2022051210/54bd9d044a79598b658b4584/html5/thumbnails/21.jpg)
21
![Page 22: Introduction to advertising & integrated marketing communication](https://reader033.fdocuments.in/reader033/viewer/2022051210/54bd9d044a79598b658b4584/html5/thumbnails/22.jpg)
22
• The purpose or objective behind advertising• include sales promotion, information and guidance to
consumers, developing brand loyalty etcMISSION
• (Advertising budget). It means the budget allocation made by the company for advertisingMoney
• The message is given through written words, pictures, slogans and so on. The message is for the information, guidance and motivation of prospective buyers.Message
• selection of media depends on the budget provided, products to be advertised, and features of prospective buyers, so on. Media• Effectiveness of advertising
Measure
![Page 23: Introduction to advertising & integrated marketing communication](https://reader033.fdocuments.in/reader033/viewer/2022051210/54bd9d044a79598b658b4584/html5/thumbnails/23.jpg)
Models of Marketing
Communication
Prepared By
Nijaz N
![Page 24: Introduction to advertising & integrated marketing communication](https://reader033.fdocuments.in/reader033/viewer/2022051210/54bd9d044a79598b658b4584/html5/thumbnails/24.jpg)
24
Marketing Communication Models
AIDA Model HEIGHTENED
APPRECIATION Model
ADVERTISING EXPOSURE Model
DAGMAR Model
Model OF JOYEE
LEVIDGE AND
STEINER Model
![Page 25: Introduction to advertising & integrated marketing communication](https://reader033.fdocuments.in/reader033/viewer/2022051210/54bd9d044a79598b658b4584/html5/thumbnails/25.jpg)
AIDA
25
•attract the attention of the customer.
A - Attention (Awareness)
•raise customer interest by focusing on and demonstrating advantages and benefits (instead of focusing on features, as in traditional advertising).
I - Interest
•convince customers that they want and desire the product or service and that it will satisfy their needs.
D – Desire
•lead customers towards taking action and/or purchasing
A - Action
![Page 26: Introduction to advertising & integrated marketing communication](https://reader033.fdocuments.in/reader033/viewer/2022051210/54bd9d044a79598b658b4584/html5/thumbnails/26.jpg)
26
Defining Advertising Goals for Measured Advertising Results (DAGMAR)
• Model proposed by Russel H. Colley in 1961.
• Suggests that the ultimate objective of advertising must carry a
consumer through four levels of understanding: from
unawareness to Awareness—
– the consumer must first be aware of a brand or company
– Comprehension - he or she must have a comprehension of what the
product is and its benefits;
– Conviction - he or she must arrive at the mental disposition or
conviction to buys the brand;
– Action—finally, he or she actually buy that product.
![Page 27: Introduction to advertising & integrated marketing communication](https://reader033.fdocuments.in/reader033/viewer/2022051210/54bd9d044a79598b658b4584/html5/thumbnails/27.jpg)
27
ETHICAL & SOCIAL ISSUES IN MARKETING
COMMUNICATION
![Page 28: Introduction to advertising & integrated marketing communication](https://reader033.fdocuments.in/reader033/viewer/2022051210/54bd9d044a79598b658b4584/html5/thumbnails/28.jpg)
28
ETHICAL ISSUES IN MARKETING COMMUNICATION
Ethics in our context involves matters of right and wrong, or moral, conductpertaining to any aspect of marketing
communications
![Page 29: Introduction to advertising & integrated marketing communication](https://reader033.fdocuments.in/reader033/viewer/2022051210/54bd9d044a79598b658b4584/html5/thumbnails/29.jpg)
29
ETHICAL ISSUES IN MARKETING COMMUNICATION
• Puffery refers to exaggerated claim of a product’s
superiority or the use of subjective or vague statements
that may not be literally true.
– Puffery ( commercial exaggeration ) is legal.
• Deception is when the consumer is led to believe
something which is not true.
– Deception is making false or misleading statements.
Puffery and Deception
![Page 30: Introduction to advertising & integrated marketing communication](https://reader033.fdocuments.in/reader033/viewer/2022051210/54bd9d044a79598b658b4584/html5/thumbnails/30.jpg)
30
SOCIAL & ETHICAL ISSUES IN MARKETING COMMUNICATION
• Advertising promotes superficiality and materialism in children.
• Children are inexperienced and easy prey.
• Persuasion to children creates child-parent conflicts.
Advertising to Children
ADVERTISING CONTROVERSIAL PRODUCTS
• Tobacco
• Alcohol
• Gambling
• Drugs
![Page 31: Introduction to advertising & integrated marketing communication](https://reader033.fdocuments.in/reader033/viewer/2022051210/54bd9d044a79598b658b4584/html5/thumbnails/31.jpg)
31
SOCIAL & ETHICAL ISSUES IN MARKETING COMMUNICATION
Four Aspects:
• 1) Label information
• 2) Packaging graphics
• 3) Packaging safety
• 4) Environmental implications