Chapter_01 - TheWorldofAdvertising andIntegratedBrand...

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The World of Advertising  and Integrated Brand  Promotion
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We need perspective on advertising and IBP! Technology and consumer control are reshaping the  communications environment The lines between entertainment and advertising/IBP are  blurring Firms use advertising/IBP to build brands Firms of all sizes need and use advertising Advertising is just one of many tools in IBP Advertising/IBP do not guarantee success—8 of 10 new  products fail People have all sorts of positive and negative (mis)perceptions  about advertising and promotion The World of Advertising and Integrated Brand Promotion
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Three criteria must be met for a communication to be  classified as  advertising : The communication must be paid for The communication must be delivered through mass media The communication must be attempting to persuade What are Advertising and Integrated Brand Promotion?
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Integrated Brand Promotion (IBP) is the process of using a wide range of promotional tools working  together to create widespread brand exposure. IBP is a process
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Chapter_01 - TheWorldofAdvertising andIntegratedBrand...

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