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Unformatted text preview: Chapter 1 • Scenario captures the challenge facing brands in the evolving consumer controlled info world o People are no longer being exposed to mass media anymore. People have individually controlled information sources that let them access all the information you wanted to see rather than information some company wanted you to see or hear. o What are companies going to do? They are still going to try to reach you and every other consumer around the globe, just like you, is turning to new ways of acquiring information. These companies are going to use a different blend of mass media nad other forms of communication to try ot get their brand messages across. • Three examples of smart ads o if you are a video game player, your favorite games are already full of ads in the cyberscenery – about $1 billion worth of advertising o the next time you go to the grocery store, you just might find an electronic video tablet attached to the shopping cart that asks you to swipe your store loyalty card before you start touring aisles. That way the store’s computers can prepare a shopping list of items you’ve purchased before for your convenience. o And when you pass a product in the store that a marketer wants to feature, the screen will flash a coupon you can redeem electronically at checkout. • “Mass media are not dead they are being supplemented and supported by all sorts of new ways to reach consumers.” • “No matter how much technology changes or how many new media are available for delivering messages – it’s still all about the brand. • Advertising – a business, an art form, an institution, and a cultural phenomenon • Truth about advertising – sometimes hard-hitting and powerful. Sometimes boring and ineffective. Can be enormously creative and entertaining. Can be simply annoying. Advertising is anything but unimportant. Plays a pivotal role in world commerce and in the way we experience and live our lives. Complex communication process and a dynamic business process ; relied on by companies to build their brands. Build awareness and preference for brands. • Advertising – a paid, mass-mediated attempt to persuade. must be o Paid for o Delivered to an audience via mass media o Attempting persuasion • Figure 1.4 and 1.5 – Trojan/condoms ads o Both have similar copy and offer similar advice. o 1.4 has persuasive intent, is paid-for communication, and appears in the mass media (ADVERTISMENT) o 1.5 also has persuasive intent and appears in mass media outlets, but it is not advertising because it is not paid-for communication. (PSA) • Integrated Brand Promotion – process of using a wide range of promotional tools working together to create widespread brand exposure. o Process – must be; is complicated and needs to be managed in an integrated fashion o uses wide range of promotional tools that have to be evaluated and scheduled advertising in mass media, sales promotions, point of purchase advertising, direct marketing, personal selling, internet advertising, blogs,...
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This note was uploaded on 11/13/2011 for the course M 408 L taught by Professor Cepparo during the Spring '08 term at University of Texas at Austin.
- Spring '08