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Unformatted text preview: IMC - Advertising + Marketing Friday, January 13, 2012 10:00 AM Marketing is the umbrella under which advertising resides IMC - integration of all elements - packaging, commercials, website, branding, etc. What makes a great ad? - humor, slogan, memorable, relevancy Well it depends on the objectives. o Sales (often risky as an ad agency goal ---- while good advertising can bring people to product, the product has to be worthy of buying on its own right) o Awareness o Break through the clutter o Create a buzz o A great ad meets or exceeds its objectives. Ogilvy David Ogilvy Founder of Ogilvy and Mather 1948 Author - Confessions of An Advertising Man, Ogilvy on Advertising Leader of the advertising "creative revolution" of the 1960s Change from very dry, straightforward fact-based ads to creative, emotional ads Change from thinking of consumers as strictly rational to more emotionally swayed buyers AMC's Mad Men "Unless your campaign contains a...
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This note was uploaded on 02/27/2012 for the course JOMC 137 taught by Professor Byars during the Spring '11 term at UNC.
- Spring '11