PPT-Advertising & Integrated Brand Promotion

Dr Close 1 Objectives To understand What Advertising amp IBP Actually Are amp what they are not the Advertising Communication Model Audience Classification Role of Adv In Business Role of Adv In IBP. 9780073381091 Advertising and Promotion An Integrated Marketing Communications Perspective George Belch McGrawHillIrwin Gardners Art through the Ages The Western Perspective Volume II with Art Study Timeline Printed Access Card Fred S Kleiner 9. Strategy . Creativity . Execution. Strategic Creativity. What is creativity?. Creative concept:. A “big idea,” “the creative leap” . Twin masters: creativity and strategy. Leo Burnett’s Inherent Drama. Chapter Objectives. After reading this chapter you should be able to. :. Understand the nature and purpose of sales promotions.. Know the factors that account for the increased investment in promotions, especially those that are trade oriented.. Chapter . 8. Effective Advertising and . Sales Promotion. 8.1. . Developing an Effective Advertising Campaign. 8.2. . Marketing Research for Advertising. 8.3. . Developing an Effective Sales Promotion Strategy. 14. ©2012 . Cengage. Learning. All Rights Reserved. . No Wires Means New Rules. New technologies are changing digital/interactive advertising opportunities:. WiFi became popular in 2004 because it provided wireless Internet access connections reaching out about 300 feet.. Brand Attributes. Brand attributes. Tangible product features inherent in brand experience. Ex . : product at . Point of purchase - supporting environment . that coherence with the brand identity. Promotion . Diyah. . Ayu. . Amalia. . Avina. . D_avina2001@yahoo.com. According to . Shimp. (2003:4), marketing communication can be understood by decomposing two main elements : communications and marketing.. Chapter Objectives. After reading this chapter you should be able to. :. Appreciate the practice of marketing communications and recognize the marcom tools used by practitioners.. Differentiate among the following terms: . Types of media more suitable for different communications tasks. Identify and address obstacles to “getting through” to . potential customers. Identify implications of the . S. -shaped curve of advertising effectiveness for brand building. 1-1. Define promotion and integrated marketing communication (IMC).. Discuss a basic model of communication.. Describe the different ways of classifying audiences for promotion and IMC.. Explain the key role of IMC as a business process.. Learning Intentions. Understand the concept of marketing. Know how to explain the marketing mix and advertising. Value and be able to apply the marketing mix. 3. 3. #04AFEF. BEFORE WE BEGIN. Do this exercise individually or in pairs. Tick whether you agree or disagree with the statements. Revisit it after the unit to see if you have changed your mind about any of them.. : MARKETINGMANAGEMENT. SUBJECT CODE. : 16CCBB3. DEPARTMENT. : BBA. Author. : Mrs. R.Anitha . INTRODUCTION. Promotion is about communicating with customers in order to inform and persuade by changing people's attitudes, via a multitude of online and offline channels. Attitudes are made up of values and beliefs that influence the way people think and feel.. What is an Advertising Campaign?. Advertising campaigns are a group of advertisements, commercials, and related promotional material and activities designed as part of a coordinated plan to meet specific goals.. "promotion" . refers to the various activities and efforts undertaken to advertise, sell, and create awareness about a product, service, brand, or company. It is one of the four key elements of the marketing mix, commonly known as the "4Ps," which also include Product, Price, and Place..