1 - 1/18/2010 What is Advertising? Clever, original, and...

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What is Advertising? Clever, original, and fun Salespersonship Indispensable part of our economic system Makes for better informed, more discerning costumers Cost efficient way of telling buyers what’s for sale and why they should buy it Involves marketing objectives and artistic ingenuity IBP is about Brand Building Focuses on the value of the brand The power of a brand name 4 different brands of the same car example o 4 groups of 200 o 4 attributes: quality, safety, reliability, overall desirability o Results: Honda: 80% Toyota: 70% Nissan: 60% Isuzu: 40% o Clearly shows power of brand value Example of Branded Entertainment o Up In The Air Movie Hilton Hotels and American Airlines They partnered for $0 Storyline integration AA and Hilton sweepstakes promos Screen time valued for both companies at $14 MM 3 Basic Questions Does it work? Can it do good things?
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1 - 1/18/2010 What is Advertising? Clever, original, and...

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