{[ promptMessage ]}

Bookmark it

{[ promptMessage ]}

Chapter One Outline0 - 1-1 Chapter 1 The World of...

Info icon This preview shows pages 1–9. Sign up to view the full content.

View Full Document Right Arrow Icon
Chapter 1 The World of Integrated Marketing Communication 1-1
Image of page 1

Info icon This preview has intentionally blurred sections. Sign up to view the full version.

View Full Document Right Arrow Icon
Promotion via Integrated Marketing Communication Promotion The communications process in marketing that is used to create a favorable predisposition toward a brand of product or service. Promotional Mix A blend of communications tools used by a firm to carry out the promotion process and communicate directly with audiences. Advertising A paid, mass-mediated attempt to persuade . Common Promotional Tools Advertising is the most widely used promotional tool, but it is still just one part of the promotional mix. For example, it may be combined with contests and websites. 1-3 Advertising Sales promotions Direct marketing Personal selling Event sponsorships Contests Social media Branded entertainment Discovery YouTube Advertising
Image of page 2
To remind consumers that Heinz ketchup is a product the company has “cared for from seed to plate,” the company’s advertising combines the “No one grows Ketchup like Heinz” slogan with images of fresh tomatoes. Promotion via Integrated Marketing Communication, Continued 1-4
Image of page 3

Info icon This preview has intentionally blurred sections. Sign up to view the full version.

View Full Document Right Arrow Icon
Promotion via Integrated Marketing Communication, Continued 1-5 Exhibit 1.1 Is it an Ad?
Image of page 4
Promotion via Integrated Marketing Communication, Continued 1-5 Exhibit 1.1 Is it an Ad?
Image of page 5

Info icon This preview has intentionally blurred sections. Sign up to view the full version.

View Full Document Right Arrow Icon
Promotion via Integrated Marketing Communication, Continued Integrated Marketing Communications (IMC) The process of using a wide range of promotional tools working together to create widespread brand exposure. The focus in IMC is on building brand awareness, identity, and eventually preference. IMC is a process rather than an immediate tool to drive sales. IMC uses a well-coordinated promotional mix to target customers in different ways and to achieve broad exposure for the brand while keeping a consistent brand message. Advertising Campaign A series of coordinated promotional efforts that communicate a single theme or idea about the brand. 1-6
Image of page 6
Notice the similar look and consistent feel of these two Altoids ads in this well-connected and well-executed advertising campaign. Promotion via Integrated Marketing Communication, Continued 1-7
Image of page 7

Info icon This preview has intentionally blurred sections. Sign up to view the full version.

View Full Document Right Arrow Icon
Mass-Mediated Communication Mass-Mediated Communication Communication delivered through a medium designed to reach more than one person, typically a large number—or mass—of people. Advertising is mass mediated. Mass communication has two major components, each representing quasi-independent processes: production and reception . These components are not entirely independent because the producer and receiver have a sense of each other although they do not have direct contact. Between production and reception are the mediating (interpretation) processes of accommodation and negotiation .
Image of page 8
Image of page 9
This is the end of the preview. Sign up to access the rest of the document.

{[ snackBarMessage ]}

What students are saying

  • Left Quote Icon

    As a current student on this bumpy collegiate pathway, I stumbled upon Course Hero, where I can find study resources for nearly all my courses, get online help from tutors 24/7, and even share my old projects, papers, and lecture notes with other students.

    Student Picture

    Kiran Temple University Fox School of Business ‘17, Course Hero Intern

  • Left Quote Icon

    I cannot even describe how much Course Hero helped me this summer. It’s truly become something I can always rely on and help me. In the end, I was not only able to survive summer classes, but I was able to thrive thanks to Course Hero.

    Student Picture

    Dana University of Pennsylvania ‘17, Course Hero Intern

  • Left Quote Icon

    The ability to access any university’s resources through Course Hero proved invaluable in my case. I was behind on Tulane coursework and actually used UCLA’s materials to help me move forward and get everything together on time.

    Student Picture

    Jill Tulane University ‘16, Course Hero Intern