A. Read Chapter 1 by next class time.
C. Integrated Brand Promotion:
Does it work?
Has been proven to be very effective
Can it do good things?
Yes, prison example that they been locking up smaller children in jail regardless of their
Can it do bad things?
Tobacco, alcohol, gambling, guns
Advertising is used for fraud
D. Does Adv/IBP work?
E. How does Debeers (diamond company) maintain high price when it’s high in dmand?
By withholding supply
Diamonds were barely ever sold before; now 80% of bride has them.
G. If you are a marketing genius for DeBeers:
How can you double your marketing size?
H. Can adv/IBP increase primary demand
Textbook say no, Professor say YES.
Advertising is FULL of contradictions
Home on campus
Both Business and Social Phenomenon
Everybody is an expert but…nobody can predict what will happen
Highly visible but…
292 billion dollars, invested money in advertising in 2006.
K. 3 key factors to advertising
L. Advertising is always changing, It’s changing Media landscape
Direct mail, newspaper, magazines, broadcast TV, radio, Cable TV, Internet
“For the first time youths are spending more time in front of a computer than a TV” (2005
M. Onspot Digital Network (Merged of some of the biggest companies such as Simon mall included, own about
Simon Property Group
17 NW, C., LA first
50 malls, 2,000 screens installed in the mall, $350k
8 min. loop, 8:30 sec. spots
September 5, 2006
A. Environmental Context of IBP
: “The set of human activities directed at facilitating and consummating mutually beneficial,