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JOMC 137 Ad & Marketing IMC

JOMC 137 Ad & Marketing IMC -...

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JOMC 137 Advertising & Marketing: IMC 15:02 Marketing: broad umbrella that ad fits under Not just ad but also pricing, placement, etc Integrated Marketing Communication Whole campaign, tv, radio, promotions, product placement, branding  Apple as an example: every aspect of the company exudes the idea of modern  creativity, from packaging to store layout and ads  What makes a great ad?  Well, it depends on the objectives?                  *an agency asks this Great ads are ads that meet or exceed their objectives Examples Sales: can’t promise this, bc they can bring customers to the product but cannot make  them buy it if the product sucks Awareness: making people aware of product Break through the clutter Create a buzz: getting word of mouth going   Ogilvy: David Ogilvy Founder of Ogilvy & Mather in 1948 450 officers 
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  • Spring '11
  • Byars
  • integrated marketing communication, IMC objectives, Consumer Centric Criteria, Men. Realized people, important Consumer responses

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