4200 Higginbotham - J4200 Higginbotham Aug 27th Chapter 1...

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J4200- Higginbotham Aug 27th Chapter 1- World of advertising and integrated brand promotion ~Behind branding is advertising Top two most heavily advertised brands of water -Pepsi makes Aquafina -Coke makes Dasani What are advertising and integrated brand promotion? -Not public service announcements (non profits) -Promotions (Ex; Rachel ray promoting herself on talk shows) To be classified as advertising; 1.) The communication must be paid for 2.) The communication must be delivered through mass media (Internet, Magazine, TV, Newspaper, Radio) 3.) The communication must attempt to persuade EX: Volkswagen piñata ad- promoting strong, safety, appeals to the ones in the market for a car Distinctions within advertising; Specific messages designed to persuade an audience Advertising campaign; An integrated and coordinated series of ads and promotions that communicate a central theme or idea (Ex; Got milk campaign, tagline, Absolut Vodka, Olympic mom campaign) What are advertising and integrated brand promotion? Integrated Brand Promotion is the process of using a wide range of promotional tools working together to create a widespread brand exposure. IBP is a process IBP uses a wide range of tools including ; Advertising, Sales promotions, Point of purchase, Direct marketing, Personal selling, Blogs, Event sponsorship, Public Relations, Internet Advertising, Podcasting
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Advertising as a communications process; Production - The advertiser and social context determine ad content Reception - The context of ad reception and the audience’s understanding of an ad result in a meaningful interpretation of the ad. Accommodation and Negotiation - The ways in which consumers interpret ads Fri 8/29/14 Who is most likely to use the brand? They become the target audience Single them out by aiming advertisements at them Household consumers -Most advertising is aimed at this audience Business Organizations The trade channel -Retailers, wholesalers, distributors Professionals -Often reached with ads in trade journals -Small scope Government _______________________________________________________________________ Audiences Geography Global Advertising -Uses common theme and presentation in ALL markets -Cultural differences make global advertising hard to pull off International advertising -Advertising is different from country to country -Differs from country to country (completely different creative) National advertising -Same advertising runs throughout the country -Every country has national advertising that relates to their country
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Regional advertising -Advertising runs in only parts of the country Local advertising -Advertising runs in a small-designated market -Includes cooperative advertising or co-op advertising Advertising in the marketing industry-9/8/14 Advertising has a role- 1.) In the marketing mix 2.) In brand management 3.) In market segmentation, differentiation and positioning 4.) In revenue and profit generation The marketing mix- 4 P’s Product, promotion, price, place We want to communicate what is valuable about that product so that the consumer wants to buy it
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